Recently, a brand of e-cigarettes called DOJO has appeared on the official website of the VAPORESSO brand, which is owned by Smoore. The brand is classified as an Original Design Manufacturer (ODM). Currently, the DOJO brand has released three e-cigarette products: DOJO BLAST 6000, DOJO OPAL 12000 from the DOJO OPAL series, and DOJO OPAL 7000.
Exposure Support for VAPORESSO
On the VAPORESSO official website, DOJO has obtained a prominent position, occupying the second column including the homepage and the top promotional space. However, products from this brand are not listed in VAPORESSO's product inventory. The recommended promotional space directly links to DOJO's official website, with images on the VAPORESSO website serving as a means of directing traffic and exposure.
According to information released on the official website, as of July 18th, the blog section of DOJO has published a total of two articles, which respectively introduce the brand's founding vision and environmental commitments.
- Global e-cigarette enthusiasts network: DOJO aims to create a global network composed of e-cigarette enthusiasts, uniting them through their shared passion.
- Sustainability: The brand is committed to environmentally friendly packaging and energy-saving devices, exploring ways to make products more sustainable and reduce their impact on the environment.
In terms of social media, DOJO has accounts on platforms such as Youtube, Facebook, and Instagram. However, upon observation, they are most active on Facebook and Instagram. Currently, DOJO is utilizing social media interaction to release specific product information.
A post on Instagram displays text and images.
On June 11th, DOJO officially announced the birth of the brand. On June 18th, they released their first product, the DOJO BLAST 6000. On July 3rd, they released the DOJO OPAL 12000/7000.
It is worth mentioning that at the Dubai e-cigarette exhibition that opened on June 12th, 2FIRSTS saw DOJO products displayed at the VAPORESSO booth. Exhibition staff informed 2FIRSTS that DOJO is a client's brand, showcased by VAPORESSO.
Pod-system vs. Disposable Products
In the graphic and text materials provided on social media, DOJO claims that its first product, DOJO BLAST 6000, is only targeted towards the EU TPD market and does not include the US market. Due to the UK's tobacco regulations being derived from the TPD, the product is already on shelves at various e-cigarette retail stores in the UK, but its price has not been disclosed.
According to searches on the website retrieval system, the DOJO BLAST 6000 is listed on the VAPEUK website under the VAPORESSO brand. Despite featuring a "2ML+10ML" design similar to many disposable products on the market, this e-cigarette is classified as refillable.
According to the instructional video, the structure is a top-down filling structure, with a 2ml pod nested within a 10ml e-liquid reservoir. The product introduction claims that this structure can increase the utilization rate of e-liquid by 40%.
The DOJO BLAST 6000 device is equipped with a 2ml pre-filled pod and a 10ml e-liquid reservoir (with a nicotine concentration of 20mg/ml), capable of providing 6000 puffs. It features a built-in 650mAh battery and has dual modes (Turbo mode or normal mode) that can be adjusted. Additionally, it comes with an LED screen indicator that can clearly display the e-cigarette usage status.
According to the e-cigarette query system of the Medicines and Healthcare products Regulatory Agency (MHRA) in the UK, the device and replacement pods for the product were publicly disclosed in mid to late June. The submitting companies are SHENZHEN SMOORE TECHNOLOGY LIMITED and NEXIFLY HONG KONG LIMITED. The device and replacement pods were registered separately, with the former categorized as an e-cigarette-rechargeable. Any rechargeable e-cigarette that can be used with refillable pods should be reported under the refillable pod category. The replacement pods are described as containers/pods containing electronic liquid.
Two of the companies mentioned, SHENZHEN SMOORE TECHNOLOGY LIMITED, also known as Shenzhen Mowell Technology Limited, are subsidiaries of Smoore (Hong Kong) Limited, a company listed on the Hong Kong Stock Exchange and the owner of the e-cigarette brand VAPORESSO. The latter was established in February 2024 in Hong Kong, and according to the UK business information query system, the company is the registered owner of the tobacco-related trademark DOJO. The DOJO BLAST refill container is provided by this company. Business records show that they have only registered two brand trademarks, the other being "OSAM," also a tobacco-related trademark.
The other two products are both part of the DOJO OPAL series, and are disposable e-cigarette products, namely the DOJO OPAL 12000 and DOJO OPAL 7000.
The DOJO OPAL 12000 has a 16mL e-liquid capacity (with a nicotine concentration of 20mg/mL), an 800mAh battery, Eco mode and Power mode settings, and an oil and battery level display screen. The DOJO OPAL 7000, on the other hand, has a 10mL e-liquid capacity (with a nicotine concentration of 20mg/mL), a 600mAh battery, and an output power of 14W.
Both products from DOJO OPAL feature screens that can display e-liquid and battery levels, although they do not have the large screens that are currently mainstream in the American market, but rather digital display screens.
According to the visual and textual information on Instagram, both of these products are targeted towards the Russian market. Additionally, Russia has recently sponsored several music concerts and events, indicating their recent marketing strategy.
Taking the Initiative to Cut off the US Market
It is worth noting that all the products mentioned above are labeled "NOT FOR US MARKET," actively distancing themselves from the US market. According to their statement, DOJO may currently only be targeting the Russian and TPD markets.
Regarding this issue, 2FIRSTS has also communicated with relevant insiders, who stated that DOJO is the client's brand, and VAPORESSO provides design services to help them get started. Therefore, the current products have the logo "Powered by VAPORESSO," similar to "Powered by FEELM." The brand hopes to grow quickly and is leveraging the influence of the VAPORESSO brand.
On the other hand, some industry insiders believe that the initial launch in the Russian and British markets may be due to the brand's local channel partners. Russia and the UK are also the largest e-cigarette markets outside of the US. Due to the unique nature of the PMTA process in the US, new brands struggle to obtain legal product identities, with only tobacco companies that have invested substantial funds in the approval process currently approved.
Recently, a brand of e-cigarette liquid called DELICIU, which is labeled as "Powered by VAPORESSO," has made its debut at an e-cigarette exhibition in Birmingham, UK on May 10th. An article at the time stated, "DELICIU was developed by the same team of experts behind the VAPORESSO XROS series... matching the main temperature zone of the XROS series.
Perhaps support in the UK market can be reflected in some details, with both focusing more on the branding of the own brand in packaging, but using the VAPORESSO brand directly in product descriptions.
Need for Business Expansion
Although both are labeled Powered by VAPORESSO, the fundamental difference lies in the deep connection between DELICIU and VAPORESSO. The applicant for the registration of the 34 tobacco product trademarks is Shenzhen Maxwell Technology Co., Ltd., which can be seen as a new brand incubated under this "big tree." From this perspective, the DOJO trademark is not under Maxwell's name, and information about its collaborators has not been publicly disclosed either.
According to a search on the Chinese Trademark Website, the applicant for the 34th class tobacco and smoking accessories trademark of DOJO is Shenzhen Zhiying Technology Co., Ltd., which registered the trademark as early as April 7, 2022. Business registration information shows that Shenzhen Zhiying Technology Co., Ltd. was established in 2019 and primarily engages in the manufacturing of computers, communications, and other electronic devices. The company has successfully registered 160 trademarks in the tobacco and smoking accessories category.
VAPORESSO is an open system brand under Smoore, but this year it has released a series of "Powered by VAPORESSO" e-liquid brands DELICIU, disposable, and refillable brand DOJO, demonstrating its focus on these markets and moving from ideation to action.
In Smoore's annual report for 2023, it was mentioned that their in-house brand VAPORESSO continued to perform strongly. Overseas revenue saw healthy growth, reaching RMB 1.85 billion, an increase of 26.0% from the previous year.
In the financial report, the explanation for future development states: "In terms of marketing, the company has completed the digitization of its marketing channels and increased its efforts in expanding into overseas markets. It has also built local teams in key markets, continuously enhancing consumer insights to ensure meeting diverse consumer needs, while rapidly expanding to retail terminals.
From Smoore's main business perspective, DOJO appears to be a fusion of the first and second businesses, meaning the design and manufacture of closed electronic atomization devices are achieved by leveraging and surrounding the "self-owned brand open equipment" VAPORESSO.
Looking back at the birth of DOJO, through prominent exposure on the VAPORESSO official website, DOJO quickly garnered market attention. However, its products did not directly appear on VAPORESSO's product list. Perhaps this was in order to differentiate the brand image. This strategy not only leverages VAPORESSO's brand influence, but also quickly establishes credibility in the market.
From the current perspective, the DOJO brand's success seems to stem from a deepening collaboration between the leading brand (VAPORESSO) and its customers. The e-cigarette market is shifting from simple brand management to a more complex brand ecosystem.
However, it remains to be seen whether DOJO will be able to further expand its influence in the global market in the future.
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