China Tobacco Sichuan Industrial Co., Ltd held a global press conference on July 26 for their subsidiary, Sichuan Sanlian New Material Co., Ltd's heating tobacco device, Gongfu NANO. As the first member of the Gongfu heating device family to feature the "plug-and-play" function, NANO is equipped with a cold and hot start temperature control mode. With a high-performance battery, it provides the device with a compact size but large energy capacity, extending the usage time and enhancing user comfort and pleasure.
What are the advantages of the new product? What is the company's future international market strategy? What efforts has the company made in green and low-carbon development? On August 2nd, Xie Li, a product designer at China Tobacco Sichuan Industrial Co., Ltd's new tobacco product center, was interviewed by 2FIRSTS.
Addressing User Pain Points Through Innovation Innovation is a key factor in solving the challenges users face. In order to provide efficient solutions, it is important to identify and understand the pain points of users. By employing inventive strategies and approaches, companies can develop groundbreaking products and services that address these issues. By focusing on user needs, businesses can create a positive and seamless user experience. Through continuous innovation, businesses can establish themselves as industry leaders, catering to the evolving demands and preferences of their target audience.
Introduction to Xie Li, Heating tobacco users tend to switch from traditional cigarettes, which is why they seek devices with large capacity and long battery life. This ensures that they can finish a pack of 20 pods with just one charge, similar to a pack of cigarettes. The NANO heater utilizes high-density, large capacity, and compact batteries, allowing it to heat 20 pods with just one charge, satisfying the nicotine needs of users for at least a day.
Xie Li said, "The company has been committed to resolving user pain points through innovation in every iteration of our products. The NANO heater embodies this mission. In addition to its 'small size and powerful energy' feature, we have also innovated on details such as the comfort of the button trigger. Inspired by the mouse, we have replaced the traditional switch with a self-starting micro switch, allowing for automatic startup upon insertion. At the same time, we pay attention to every small detail in user experience. In order to meet the needs of some users who may want to temporarily interrupt their usage, this NANO heater also adopts a 'cover removal shutdown' design.
Xie Li believes that stability is a key factor in determining user experience, especially for users residing in high latitude countries. The stability of product performance is affected by low temperatures, which in turn impacts the user experience. The NANO heater has successfully addressed this problem.
The older product had a slow heating process and was difficult to clean due to the use of ceramic needles, which were prone to breakage if not handled with care. In a bid to address these issues, the new product has undergone a significant innovation by adopting metal needle heating elements. These heating elements have a larger surface area and can rapidly heat up, enabling users to fully savor the tobacco flavor. Moreover, cleaning the device is a breeze as all it takes is to open the lid and use a tissue, as demonstrated by Xie Li as he effortlessly grabbed a tissue.
The fast rate of temperature rise and large heating area of the NANO heater also give it the feature of 'plug-and-heat', as Xie Li inserts the pod and explains to 2FIRSTS, "This makes the product more convenient to use, as you only need to wait briefly after inserting the pod before it can be used, with a usage time of up to 4 and a half minutes per pod.
In the women's market, Xie Li said that the company is also committed to developing products that are popular among women, such as the mini S, which uses a textured paint that feels particularly skin-friendly for female users. Women care a lot about the aesthetic appearance of products, and products with a lipstick-like design are very popular among female consumers. The company will also continuously conduct research to develop more flavors tailored to the preferences of female consumers.
Introducing the world to the flavor of "Kuanzhai
Different regions have different preferences when it comes to user tastes. Based on a series of previous reports, 2FIRSTS has discovered that Europe prohibits the sale of flavored heated tobacco products, forcing them to rely on tobacco-flavored options. In tropical countries, however, the preference leans towards cooler sensations such as mint or clove flavors. In light of this, Xie Li, an expert in the field, explains, "We adhere to the traditional Chinese formula, while making slight adjustments to cater to the local market's taste preferences, ensuring a better fit for the local market.
Xie Li, a member of the Chinese tobacco industry, states that the distinctive features of the Kuanzhai system are "moist, sweet, and fragrant." It does not dry out when smoked and provides a stronger sense of comfort and throat hit.
Regarding the current situation in overseas markets, Xie Li introduced, "Previously, our market in Ukraine was doing very well. We had dedicated stores with a unified 'kuanzhai' style, and we also found local internet celebrities with some fame to promote our brand, which had ideal results. However, due to well-known special reasons, we had to withdraw. Although it is a bit regrettable, the valuable experience gained is worth learning from.
China Tobacco Sichuan Industrial Co., Ltd is actively exploring more overseas markets. According to Xie Li, many overseas consumers are highly receptive to the taste of Chinese-style tobacco, allowing the company to adapt flavors to local regulatory requirements and consumer preferences. "This gives us more confidence in our goal of presenting the world with the taste of 'Kuanzhai'," Xie Li said.
Adhering to the concept of green and low-carbon development.
China Tobacco Sichuan Industrial Co., Ltd has always been committed to green and low-carbon development. It fully utilizes the digital core engine to achieve real-time monitoring of the company's two carbon emission indicators, over 40 energy performance indicators, and more than 80 equipment energy consumption indicators. The company has also been involved in constructing green factories and solar power plants in some cities.
In Europe, we have EU Tobacco Products Directive (TPD) certification and Waste Electrical and Electronic Equipment (WEEE) certification in markets such as Czech Republic and Italy," said Xie Li.
In the future, we will continue to innovate and address the pain points of new users, positioning ourselves as pioneers in the field of tobacco and spreading the unique Chinese flavor of 'kuanzhai' worldwide. Xie Li expresses utmost confidence in the future.
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