Exclusive Interview with Malaysian Homegrown Brand ViX: Focusing on Chinese Market with Over 50 Flavors Leading Malaysian Market

At the Asian International New Tobacco Industry Expo (ANTY EXPO), Malaysian local emerging brand ViX attracted many visitors with its unique booth design and interactive gaming activities, becoming one of the liveliest areas at the exhibition. Recently, Elvi, the head of sales at ViX, was interviewed by 2Firsts, sharing the product features and achievements of the ViX brand in the Malaysian market.

As a brand that has been established for just over a year, ViX has firmly established itself in the Malaysian market. Elvi, the head of sales at ViX, stated that at this exhibition, ViX showcased its upcoming new product Space Pro, which will soon be released on the market. This new product includes two interchangeable e-liquid options and a replaceable magnetic suction cover, providing users with a variety of options to meet their needs. Space Pro is scheduled to be officially launched in early October this year.

The development of ViX in the Malaysian market is closely related to its deep collaboration with offline markets. According to Elvi, ViX products have entered more than 100 retail stores of the MiX retail chain in Malaysia, becoming the top-selling e-cigarette brand in MiX chain stores. In addition to selling through offline retail stores, ViX has also established an online sales platform, forming a dual-channel market layout of online and offline sales. Elvi stated that ViX's monthly sales revenue has reached a peak of 2.5 million Malaysian Ringgit (530,000 US dollars).

Elvi told 2Firsts that ViX's target consumer group is primarily Chinese Malaysians, and their product offers over 50 different flavors, making it the e-cigarette brand with the most flavors available in the Malaysian market.

In addition to a variety of flavors, ViX showcases its competitive differentiation in product design. Compared to the common 2ml e-liquids on the market, ViX has introduced a larger 3ml e-liquid, further enhancing its value for money and attracting more consumers who prioritize a balance between price and experience. Furthermore, the brand actively engages in cross-border collaborations, partnering with local renowned jewelry stores to launch co-branded products, in order to strengthen the brand's market recognition and influence.