How to Build Corporate Influence in the Era of Nicotine Pouches

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

Corporate positioning is a crucial beacon guiding development direction and sales strategy. Companies should establish their unique social value in the nicotine pouch market as early as possible, such as promoting health alternatives or environmental consciousness, to resonate with their target customer base.

 

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

As nicotine pouch products evolve, they will inevitably come under government regulation. It is therefore crucial to build a brand image that is safe, reliable, and responsible. This will not only enhance consumer trust in the brand but also help the company stand out in the market.

 

1.4 Clear Customer Positioning

Currently, many domestic brands rely on existing channels, primarily targeting vape shops for overseas sales. However, nicotine pouches have a higher sales volume in convenience stores and traditional tobacco channels. Domestic brands should segment their target customer groups when expanding overseas, understanding their consumption psychology and patterns, and lay a solid foundation for precise marketing. Simply relying on existing channels and profiting from information gaps is not enough.

 

2. Establish Differentiated Brand Value

2.1 Professionalism

In the early stages of industry development, professionalism and a deep understanding of the market are key to standing out. Strengthening interaction with consumers and showcasing the company's expertise can more easily gain trust and establish cooperative relationships.

 

2.2 Safety First

Although nicotine pouches are not food, they are similar in importance. Safety is the primary concern for consumers. From raw material procurement to production and processing, product quality must be strictly controlled to ensure safety, and relevant information should be made public to build a positive corporate image.

 

2.3 Green Marketing

While nicotine pouches do not have battery pollution issues, the biodegradability of packaging is still worth considering. Marketing around the theme of environmental sustainability, emphasizing the product's environmental friendliness and contribution to the environment, can enhance social recognition.

 

2.4 Enhancing Sensory Experience

Marketing that incorporates culture and usage environments, optimizing the flavor and taste of the product, can enhance user experience. Allow consumers to have a peak experience that exceeds expectations during the purchasing and usage process.

 

3. Design a Corporate Image that Aligns with Market Positioning

3.1 Visual Presentation and Internal Standards

Focus on the visual presentation of the product's appearance and internal operational standards to create a professional and reliable corporate image.

 

3.2 Advertising Image and Team Service

Increase advertising investment to build a positive brand image and improve team service awareness to ensure customer satisfaction.

 

3.3 Leveraging External Environment and Technological Innovation

Establish cooperative relationships with professional institutions to enhance corporate image through their authority and credibility. Simultaneously, strengthen technological innovation, overcome technical barriers, and innovate in product flavor and taste.

 

4. Create Customer Connections through Peak Experiences

4.1 Exceeding Customer Expectations

By excelling in safety, green marketing, target audience segmentation, and corporate responsibility, companies can provide customers with a peak experience that exceeds their 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.