From June 12th to 14th, the World Vape Show was held at the Dubai World Trade Centre. At the exhibition, 2FIRSTS exchanged views with Lin Mengyan, the head of the European, Commonwealth of Independent States, and Middle East markets for RELX, to understand the current situation and development strategy of RELX and WAKA.
Lin Mengyan introduced that in terms of style positioning, RELX focuses on simplicity and maturity, while WAKA places more emphasis on youth and fashionable elements. WAKA's product line features a variety of styles and is more dynamic.
At the exhibition, both RELX and WAKA showcased a variety of new products. In particular, RELX launched a 4-in-1 product that complies with TPD regulations. This product features a transparent oil tank design and can deliver up to 4000 puffs. Lin Mengyan explained that the introduction of this product is aimed at meeting the mainstream demand in the UK market and further enhancing the brand's competitiveness in the local market.
At the same time, WAKA showcased a wide range of product categories at this year's exhibition, including several large-capacity e-cigarettes with screens, and even launched products with dual screens and three-level airflow adjustment. Lin Mengyan stated that since the e-cigarette market is innovation-driven, WAKA's move is also to meet market demands, seize opportunities, and respond quickly and promptly to different market needs.
Lin Mengyan revealed that while disposable e-cigarettes remain WAKA's main flagship product, the company may expand its product line in the future by launching refillable cartridge products to meet the needs of more consumers.
Finally, Lin Mengyan shared the development status of RELX and WAKA in the Middle East market. She noted that both brands are in the initial stages in this market, with customized flavors tailored to the Middle East market. However, there is currently no significant differentiation in terms of styles between the two brands.
According to sources, the company is actively developing compliant operations tailored for the Middle East market and working to expand its distribution network in order to better penetrate the Middle East market.
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