Exclusive Interview with Sichuan Tobacco: New Product NANO Can Heat 20 Tobacco Sticks on a Single Charge
On July 26, Sichuan Tobacco New Tobacco Product Center held a global launch for its new heated tobacco device, Kungfu NANO Heater. As the first in the Kungfu Heater series with an "insert-to-start" feature, the NANO is equipped with a smart temperature control method, using a high-performance battery to give the heater a small size but large energy, extending usage time and enhancing user comfort and pleasure.
What other advantages does the new product have? What is the company's future international market layout? What efforts has the company made in green and low-carbon development? On August 2, Anson Xie (谢力), product designer of Sichuan Tobacco's New Tobacco Products Center, accepted an interview from 2FIRSTS.
Solving User Pain Points with Innovation
One significant issue for users transitioning from traditional cigarettes to heated tobacco products is the desire for high capacity and long battery life, ensuring that one full charge can last for a full pack of 20 tobacco sticks, mimicking the experience of smoking a pack of cigarettes. The NANO heater uses a high-density, high-capacity, small-size battery, enabling it to heat 20 tobacco sticks on a single charge, thereby meeting users' nicotine needs for at least a day.
Xie mentioned that the company is constantly innovating to solve user issues with every product iteration. The NANO heater, for instance, aside from its 'small size, big energy', also includes innovations in details such as button-triggering comfort. Inspired by a computer mouse, they replaced traditional switches with a micro-switch that automatically starts upon insertion, freeing the thumb. In addition, to satisfy some users' need to temporarily interrupt use, the NANO is also designed with a 'cap-pull stop' function.
Xie indicated that stability is a key factor in the user experience, especially for those residing in high-latitude countries, where low temperatures affect product performance stability and thus the user experience. The NANO heater solves this problem.
"Our old products use a ceramic heating needle, which not only heats slowly but also is difficult to clean. During cleaning, if you are not careful, it will break. Our new product has innovated on this, using a metal needle heating element, which has a larger heating area and a faster heating rate, allowing users to fully enjoy the flavor of tobacco, and after opening the lid, it can be cleaned with a tissue." Xie demonstrated this while talking.
"The rapid heating rate and large heating area also give the NANO heater the feature of 'plug and heat,'" Xie said as he inserted a tobacco stick and explained to 2FIRSTS, "This allows users to avoid waiting for heating, and a few seconds after inserting the tobacco stick, it can be used, with each stick lasting up to four and a half minutes."
Regarding the female market, Xie said the company is also committed to developing products that are popular with women, such as the mini S, which uses a touch paint that is particularly skin-friendly. Women care about the aesthetics of the product. Products shaped like lipstick sell well among female consumers. The company will continue to research and develop more flavors catering to women's preferences.
Bringing the Flavor of KuanZhai to the World
Different regions have different taste preferences. Anson Xie explained that as per previous series of reports by 2FIRSTS, it was found that Europe bans the sale of flavored heated tobacco products, hence only original tobacco flavors can be used; while countries in tropical regions prefer cool mint or clove flavors. "We adhere to a Chinese original flavor formula, making slight adjustments according to local market preferences," Xie said.
Talking about the characteristics of Chinese tobacco, specifically the KuanZhai system, Xie explained that it has the features of being "smooth and fragrant," which provide a more comfortable and satisfying experience to smokers.
Discussing the overseas market situation, Xie shared, "We had done well in the Ukraine market previously, with our own flagship store featuring the uniform style characteristic of 'KuanZhai', and we also engaged locally popular influencers for promotion. The results were promising, but due to well-known special reasons, we had to withdraw. Although it was a bit regrettable, the valuable experience is worth learning from."
Sichuan Tobacco is actively exploring more overseas markets. Xie expressed, many foreign users welcome the taste of Chinese tobacco. They can freely develop flavors according to local regulatory requirements and consumer preferences. "This gives us more confidence in our goal of 'letting the world taste the flavor of KuanZhai'," Xie said.
Adhering to Green and Low-Carbon Development Philosophy
Sichuan Tobacco has always adhered to a green and low-carbon development concept, fully utilizing the role of the digital core engine. It has achieved real-time monitoring of the company's two carbon emission indicators, over 40 energy performance indicators, and over 80 equipment energy consumption indicators around the clock. It is also building green factories and solar-powered factories in some cities.
"In Europe, we have Tobacco Products Directive (TPD) certification and Waste Electrical and Electronic Equipment (WEEE) certification in markets such as the Czech Republic and Italy," Xie said.
Xie confidently concluded, "In the future, we will continue to innovate, solve the pain points of new users, be pioneers of new tobacco, and spread the 'KuanZhai' flavor to the world."
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