Observation | Flexible Displays Become the “Standard” in the E-Cigarette Industry as TFT Full-Screen Solutions Fade

2Firsts, Shenzhen, August 28, 2025 – From August 26 to 29, the 6th Vape Industry Chain Exhibition was held in Shenzhen, where 2Firsts visited the venue and conducted research on the latest trends in the e-cigarette supply chain.

Flexible Displays: From “Novelty” to “Standard”

Flexible displays have evolved from last year’s “hot concept” into this year’s “standard feature.” Their key advantages include:

High design flexibility: Using FPC (flexible printed circuit) technology, these ultra-thin and bendable displays can fit irregular product shapes.

High level of customization: Manufacturers can design different lighting effects, sizes, and shapes based on client requirements, allowing product differentiation.

Notably, because flexible LED displays are tied to core brand designs, confidentiality levels are high. Most manufacturers did not showcase end products already in use, citing signed NDAs, and instead displayed basic FPC shapes, sizes, or general-purpose samples.

TFT Full-Screen Solutions Losing Momentum

Compared with last year’s buzz around flexible displays, this year saw fewer exhibitors specializing in display modules and solutions.

At the same time, TFT full-color screens for e-cigarettes are losing traction. Some exhibitors revealed that certain brands discontinued full-screen e-cigarette projects soon after launch due to cost and market challenges. While their popularity has declined, TFT displays are still used by some companies to showcase technological capability and elevate perceived product value.

Premium solutions cooling off: TFT full-color displays, designed for “smartphone-like” e-cigarettes, enable rich interactive experiences. However, with unit prices ranging from 15–20 RMB, they significantly increase production costs, pushing up retail prices and limiting consumer acceptance.

Minimalist solutions making a comeback: Basic PCB digital tube displays remain stable, priced at only around 0.5 RMB. They clearly display essentials such as battery and e-liquid levels, offering a low-cost, quick-to-integrate option.

Rising demand for side displays: A middle-ground solution is narrow PCB strip displays placed on the side of devices. Priced around 1 RMB, they strike a balance between cost and aesthetics.

Customization as a Core Demand

Several exhibitors noted that most products showcased at the event were baseline or generic models for demonstration purposes. However, if every brand were to use “standard” display modules, consumers would struggle to distinguish between products. As such, exhibitors emphasized customization, inviting clients to propose unique specifications that manufacturers could adapt.

Flexible display pricing: Comprehensive solutions typically range from 7–8 RMB per unit, though top-tier brands with large orders can negotiate discounts of around 1 RMB. Mainstream solutions usually include about 200 light-emitting elements, with customized molding cycles typically within one month.

Hard vs. soft board cost gap: Flexible soft displays are generally 20% more expensive than hard board displays of similar size and functionality. While hard boards remain cheaper and mature in process, their larger space requirements and limited design flexibility make them less attractive in today’s market.

The shift from TFT full-screens to flexible, cost-efficient, and customizable display solutions marks a clear trend in the e-cigarette supply chain. 2Firsts will continue to monitor how these developments shape the industry in the months ahead.