Rethink. Redefine. —— 2Firsts Global NGP Rethink Forum Held in Shenzhen

【By 2Firsts】On July 25, 2025, the "Global NGP Rethink Forum" organized by two leading media and consulting platforms in the global new tobacco field, 2Firsts, was grandly held in Shenzhen, China. The forum, with the theme of "Rethink. Redefine.", gathered heavyweight guests from the fields of design, product, compliance, marketing, branding, and scientific research from both domestic and international sources to collectively explore the future development path and innovative direction of the new tobacco (NGP) industry.

The forum is divided into morning and afternoon sessions, covering core topics such as redesigning design and consumer experience, exploring the internationalization of Chinese cigars and cross-border cooperation, new markets and new marketing strategies.

Alan Zhao, co-founder and CEO of 2Firsts, pointed out in his opening speech that the global emerging tobacco industry is entering a crucial period of deep restructuring. Faced with increasingly fierce competitive environment and stricter global regulatory environment, the entire industry urgently needs to conduct systematic rethinking and strategic upgrades from various dimensions such as products, technology, brands, and supply chains.

Alan Zhao calls on all parties in the industry to strengthen dialogue and cooperation, jointly promote the new tobacco industry to move towards a more responsible, higher quality, and more long-term valuable development path.

Ronan Feng, Innokin Marketing Director: "How Does Product Design Influence Consumer Behavior"

The first speech was delivered by Ronan Feng, the marketing director of INNOKIN, who discussed the theme of "How Product Design Influences Consumer Behavior." He delved into the intrinsic connection between product design and consumer psychology and behavior. Ronan Feng elaborated on the entire process of product design, from initial research to mid-stage design, and then to final implementation, emphasizing the critical role of user and market demand analysis, function and form design, CMF (color, material, finish), human-computer interaction, and experience design in guiding consumers from "awareness" to "reliance" on products.

During the speech, Ronan Feng actively interacted with the audience, sparking lively discussions.

Former Head Design (Product & User Experience), BAT Red Dot Award Winner 2023 for Heated Tobacco Product Design, Jonathon Lister: "Rethinking the Design of Next Generation Tobacco Products"

Founder of ELURA and former head of design (product and user experience) at BAT, Jonathon Lister delivered a captivating speech titled "Rethinking the Design of Next Generation Tobacco Products" Lister systematically reviewed his experience in the design of Heat-not-Burn (HNB) products, focusing on the four key themes of "trust, experience, sustainability, and emotional connection." He delved into the key trends and challenges facing current HNB product design, stating that design is no longer just about aesthetics but also about functional expression, user connection, and brand trust.

2Firsts Editor- in-Chief Leona Zhu, Discusses the Global E-cigarette Trends from the Report 2025 H2-2026 (Product)

Editor-in-chief Leona Zhu of 2Firsts released the "Global E-cigarette Trends from the Report 2025 H2-2026 (Product)" on behalf of the platform. She mentioned that the report is based on long-term observations of the market by the product section of 2Firsts, as well as in-depth research conducted at an e-cigarette exhibition in Dubai last month. The report identifies nine major product trends and highlights three core driving forces - user experience enhancement, adaptive compliance strategies, and innovation through cross-category integration. It points out that the global e-cigarette industry's product evolution is continuing to deepen in these three directions.

Xinan Liu, Associate Researcher, Institute of Brain Science, Shenzhen-Institutes of Advanced Technology, Chinese Academy of Sciences: "The Global Opportunities and Challenges of the Novel Tobacco Industry from a Scientific Perspective"

In a keynote speech titled "The Global Opportunities and Challenges of the Novel Tobacco Industry from a Scientific Perspective" Xinan Liu, Associate Researcher, Institute of Brain Science, Shenzhen-Institutes of Advanced Technology, Chinese Academy of Sciences. She emphasized that scientists should actively participate in PMTA testing, toxicological mechanism research, and standard setting, and should focus on developing low-toxicity, low-irritation new aerosol raw materials and delivery methods for non-nicotine psychoactive substances. Furthermore, she called on the industry to adhere to the principles of "science-based, ethics-bound, responsibility-first" in its development, shaping a responsible industry future based on scientific evidence.

In the final session of the morning session, a special group discussion segment was set up for this seminar. The guests shared their insights on product innovation concepts, optimizing user experience, and strategic deployment to adapt to market changes. They also delved into discussions on how to implement these concepts, address increasingly complex global regulatory challenges.

The audience on site also actively participated in interactive discussions with the guests on key topics such as the future design direction of new tobacco products, the application of consumer psychology in product development, and the balance between innovation and compliance. They engaged in candid and constructive exchanges.

Echo Guo, Co-founder& COO, 2Firsts: "Rethinking the Globalization of NGP Manufacturing"

2Firsts Co-founder& COO, Echo Guo, along with 2Firsts compliance expert Kurt, delivered a keynote speech titled "Rethinking the Globalization of NGP Manufacturing" This presentation, added as an interim topic by 2Firsts after JUUL passed PMTA, was led by American compliance experts and aimed to provide in-depth analysis for attendees on the regulatory signals released by this event and its far-reaching impact on the strategic paths of Chinese companies.

Echo Guo pointed out that JUUL's approval of PMTA is not an isolated case, but rather a pivotal turning point signaling the industry's acceleration into a mature phase. On one hand, disposable products are gradually being replaced by refillable options. On the other hand, Chinese brands that continue to focus on "hit product thinking" and "flexible manpower" will be marginalized as mere "consumables suppliers." She emphasized that Chinese companies can only secure a place in the global industry restructuring by proactively setting up automated production lines, establishing compliant e-liquid partnership systems, and implementing lightweight asset allocation tailored to target markets.

International Business Department Business Manager, CTAIC, Krystal Fan: "CTAIC Wangguan Cigar Brand Sharing"

In the "Anhui Zhongyan Wangguan Cigar Brand Sharing" event, Krystal Fan, International Business Department Business Manager of the CTAIC systematically elaborated on the cultural heritage of Wangguan Cigar deeply rooted in the "Laozhuang Zhesi" background of Bozhou, Anhui, and the brand concept of "Free in the East". She pointed out that "Wangguan" symbolizes nobility and inheritance, aiming to achieve a deep connection between the brand image and the international context.

Currently, Wangguan Cigars has launched four major product lines, corresponding to cultural heritage, gifting scenes, young taste preferences, and advanced cigar enthusiast needs. The main raw materials for the tobacco come from the Dominican Republic, Indonesia, and high-quality domestic production areas, and are rolled by national-level inheritors of intangible cultural heritage. Krystal Fan frankly stated that the brand is actively addressing long-standing issues such as the lack of product taste stability and difficulty in expressing culture on the ground. At the same time, Wangguan Cigars is also exploring international export paths, hoping to cooperate with industry practitioners who have overseas channels and operational experience.

Michelle Zhang, CEO Assistant of 2Firsts: "Recognizing Global Market Research and Opportunities for Cigars"

During a presentation titled "Recognizing Global Market Research and Opportunities for Cigars" Michelle Zhang, CEO Assistant of 2Firsts, shared the results of their research on the international market of Chinese cigars. She delved into the potential for cross-industry integration between e-cigarettes and Chinese cigars. She expressed that the unique cultural scarcity and cost-effectiveness of Chinese cigars make them a natural entry point for e-cigarette companies looking to expand into social settings and across product categories.

MK Lab CEO KUNIYOSHI/MAKIO: "Trends in E-Cigarette Consumption in Japan"

MK Lab CEO, KUNIYOSHI/MAKIO, from Japan, appeared in Shenzhen to attend an event and deliver a keynote speech on the topic of "Trends in E-Cigarette Consumption in Japan" offering an in-depth analysis of the marketing logic and key factors for success in the Japanese e-cigarette market. He emphasized that the success in the Japanese market relies on three precise strategies: "fine-tuned product flavor matching," "clear targeting of specific groups," and "efficient marketing communication.

He emphasized that the cultural narrative of a product is becoming the core driving force behind purchases. In markets where social community foundations are relatively weak, creating a distinctive product culture is key for brands to differentiate themselves and break through. During the following Q&A session, the audience enthusiastically asked questions, and Norimitsu Kojima answered each one in detail, creating a lively atmosphere of exchange.

PLONQ Asia Regional Director Kenneth Tam: "The Russian Nicotine Market: An Inside Look"

PLONQ Asia Regional Director Kenneth Tam, along with several colleagues visited the site and delivered a keynote speech titled "The Russian Nicotine Market: An Inside Look" . He systematically introduced PLONQ's brand strategy and key success factors, deeply analyzed the latest development trends in the Russian nicotine market, and pointed out that the market is showing a growth pattern of "expanding across categories.

During the interactive session, Kenneth Tam provided detailed answers to audience's concerns about channel cooperation models, brand design concepts, and further showcased PLONQ's strategic thinking and practical experience in both local and international markets.

Business Manager Jessica Zhang Discusses "Case Studies and Insights on Global Communication of NGP Brands"

Business Manager Jessica Zhang Discusses "Case Studies and Insights on Global Communication of NGP Brands" delving into the strategies and challenges of international communication for new tobacco brands. Through specific case studies, she offered profound insights, revealing the core strategies for different types of enterprises in international communication. This presentation provided practical guidance and innovative ideas on how new tobacco brands can effectively promote their brands in the process of globalization.

Audience feedback on the event was generally positive, as it gathered many foreign guests and strengthened the communication and collaboration between Shenzhen's supply chain and the international market. This not only brought a global perspective and experiences for local companies, but also provided a significant framework and practical guidance for product innovation, market strategies, compliance challenges, and other relevant topics. The guests' in-depth sharing at the event offered valuable insights for businesses at this crucial stage of development.

In the future, 2Firsts will continue to drive high-quality discussions across regions, categories, and concepts, injecting structural insights and executable solutions into the emerging tobacco industry to promote high-quality development in the sector.

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