From June 12th to 14th, the World Vape Show was held at the Dubai World Trade Centre. During this time, representatives from 2FIRSTS met with Robin, the EMEA Regional Manager of the well-known open system brand OXVA, to discuss their recent development and trends.
Robin explained that OXVA began its development in the Southeast Asian market, initially establishing a strong market foundation in countries such as the Philippines, Indonesia, and Vietnam. The brand then expanded to the European and Middle Eastern markets, with successful performances in countries such as the United Kingdom, Germany, Poland, Spain, France, and the Middle East. However, its development in the American market has been relatively average.
Speaking about the development of OXVA in the UK market, Robin said that by the end of 2022, competitors in the UK market encountered some issues, leading customers to seek alternatives, which provided an opportunity for OXVA. The company seized the opportunity, actively promoted its products, and gradually gained acceptance from end customers, thus gradually rising in the UK market. Currently, the UK has become a "base" for OXVA.
In order to keep up with market trends, OXVA officially launched its own e-liquid brand last month, offering different packaging and flavors to cater to different markets.
When discussing the challenges they face, Robin mentioned the pressure from compliance and competitors. For example, competitors in the same industry may offer more favorable policies or increase their marketing efforts. Additionally, dealer and consumer loyalty is not high, as they tend to prefer trying new, better products.
Regarding regulatory issues in the Middle East market, Robin stated that many markets in the Middle East prohibit the sale of e-cigarettes entirely. Even in markets where sales are permitted, there are numerous restrictions in place. Additionally, the logistics situation in the Middle East market is often chaotic and unstable, leading to higher prices.
When talking about their views on open systems with various features such as games, Robin believes that while many companies are innovating, it's more of a gimmick for product promotion. He believes that the core competitiveness of products still lies in characteristics closely related to vaping experience, such as quality, taste, battery life, and so on.
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