China's Innovation in Non-Tobacco HNB Market

In 2014, the world's largest tobacco company, Philip Morris International, launched its innovative product, "IQOS" in Nagoya, Japan and Milan, Italy. The product uses a heat-not-burn (HNB) system to produce an aerosol without combustion, which Philip Morris claims reduces the risks and harms associated with tobacco combustion. IQOS quickly gained popularity in the European and American markets.

In 2016, two tobacco giants launched their own HNB brands: British American Tobacco's "GLO" and Japan Tobacco's "PLOOM". In 2017, China Tobacco introduced their first HNB cigarette, "Kuanzhai Bullet Head," in the South Korean market for the first time. Meanwhile, IQOS has provided significant data showing its popularity in major cities in Japan and South Korea. The product's market share in the new tobacco market is around 80% in Greece and over 50% in countries such as Russia, Serbia, and Portugal.

Although other leading tobacco companies invested heavily in researching similar products, FiMo has completely dominated this category in terms of market performance ever since. FiMo quickly filed for patents worldwide.

Chinese e-cigarette companies have now introduced a new method that partially overcomes the technological barrier in the heated not burned (HNB) market competition with "Herbal HNB." The core principle involves using HNB capsule technology without tobacco.

During the innovation and research process of HNB, some e-cigarette companies are considering stepping away from the technology path of Philip Morris International. Unlike PMI's tobacco-based products, Chinese companies are developing products that primarily consist of plant fibers containing nicotine.

Innovation, from product to regulation.

In October 2018, a new type of e-cigarette called "solid-state e-cigarettes" made its debut at the E-Cyke exhibition in Shenzhen. This privately owned innovation, outside of China's tobacco industry, caught people's attention by combining the trend of heat-not-burn (HNB) with avoiding tobacco control regulations. The media dubbed it as one of this year's "innovative electronic cigarette technologies" at the tradeshow.

In 2021, the State Council revised the "Regulations on the Implementation of the Tobacco Monopoly Law" and added a new provision: "New tobacco products such as electronic cigarettes shall be subject to the relevant provisions of this regulation on cigarettes." The review was issued for public comment on March 22 and officially implemented on November 10.

According to the specifications set by HNB and the definition of "tobacco products" in China's Tobacco Monopoly Law, HNB is not classified as a "tobacco product". Therefore, it is not considered a cigarette, nor does it comply with the same regulations as "heated tobacco". The new national standard for electronic cigarettes defines it as an e-cigarette, with the "particles" in its smoke cartridges defined as "solid vapor materials".

In recent years, China's domestic tobacco industry has made significant progress in the research and development of HNB tobacco products. The total number of patent applications has far exceeded those of foreign tobacco companies and other applicants. Yunnan Tobacco and Hubei Tobacco stand out with the highest number of patents.

What will happen now?

China's smokeless HNB products have already secured patents in international markets including Japan and Europe. The product's advantages of small size, lightweight, and simplified production processes have enabled it to penetrate the market actively and dominate amidst large-scale manufacturing and strong financial support from international tobacco conglomerates engaged in price wars for marketing activities. Consumers stand to benefit greatly from this competition.

Before publishing this article, a Chinese private enterprise engaged in the "solid electronic cigarette" industry is still waiting for the production license from the State Tobacco Monopoly Administration and a technical review of their products.

The China National Tobacco Corporation has released a draft of the "Electronic Cigarette Management Measures," which apply to their defined "solid-state vapor materials" and "liquid-state vapor materials." The measures were announced on March 11th, 2022 and will be enforced starting May 1st, 2022, with a transition period ending on October 1st, 2022.

Source: VAPINGTODAY.