Nicotine pouches, a product with a long history, have had a profound impact on the entire industry since ZYN entered the U.S. market in 2014. ZYN's rapid rise in the U.S., particularly in 2019, led to an astonishing 334 million cans being shipped by the end of 2023, capturing a market share of up to 76%. Following suit, British American Tobacco launched the "VELO" brand in June 2019, quickly expanding to the UK, Sweden, Kenya, and further into Europe, the Middle East, and other regions.

 

Chinese companies have not been absent from this wave of nicotine pouches. As early as four or five years ago, they began to establish a presence in the related supply chain. By early 2023, these efforts had yielded significant results. According to incomplete statistics, more than 20 Chinese companies have already built their own production facilities (some still under construction), and this number is expected to continue growing. Even more remarkable is that many e-cigarette companies have also expanded their product lines to include nicotine pouches, with over 50 brands now in the market-not including overseas orders from traders.

 

1. Precise Positioning and Market Focus

1.1 Clear Corporate Positioning

 

1.2 Clear Product Positioning

Nicotine pouches differ significantly from e-cigarettes in both product and sales logic. It is essential to deeply understand the consumption habits, preferences, and needs of the target market and refine operations accordingly. From flavor and packaging style to finer details, differentiation should be pursued to meet the diverse needs of different consumer groups.

 

1.3 Clear Image Positioning

 

1.4 Clear Customer Positioning

 

2. Establish Differentiated Brand Value

2.1 Professionalism

 

2.2 Safety First

 

2.3 Green Marketing

 

2.4 Enhancing Sensory Experience

 

3. Design a Corporate Image that Aligns with Market Positioning

3.1 Visual Presentation and Internal Standards

 

3.2 Advertising Image and Team Service

 

3.3 Leveraging External Environment and Technological Innovation

 

4. Create Customer Connections through Peak Experiences

4.1 Exceeding Customer Expectations

 

4.2 Emotional Resonance and Self-Realization

Customer recognition comes not only from products and services but also from emotional experiences and the fulfillment of self-realization. Companies need to establish deep connections with customers on an emotional level.