---
title: "“Charge for 15 Minutes, Last All Day”: How Snow+ Pro Cracked This Tough Challenge"
description: "For users of smartphones and other electronic devices, the biggest fear is running out of battery. Snow+ Pro, a pod-based e-cigarette, addresses this by offering a 15-minute fast charge for a full day's use, a breakthrough in an industry where 40-minute charging was the norm. This innovation, along with supply chain upgrades and a new R&D center, positions Snow+ as a leader in the FMCG e-cigarette market."
author: "赫婧"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2020-01-02"
categories: "Brand Marketing"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/hNC808alx8yoN_3eaTSdYw"
translation: "https://xinjignxiao.com/zh/articles/%E5%85%85%E7%94%B5%E4%B8%80%E5%88%BB%E9%92%9F-%E7%BB%AD%E8%88%AA%E4%B8%80%E6%95%B4%E5%A4%A9-%E8%BF%99%E4%B8%AA%E9%9A%BE%E9%A2%98%E8%AE%A9%E9%9B%AA%E5%8A%A0pro%E7%AA%81%E7%A0%B4%E4%BA%86-1e27df87.md"
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citation: "赫婧. ““Charge for 15 Minutes, Last All Day”: How Snow+ Pro Cracked This Tough Challenge.” New Distribution, 2020-01-02. https://xinjignxiao.com/en/articles/charge-for-15-minutes-last-all-day-how-snow-pro-cracked-this-tough-chall-1e27df87/"
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---

# “Charge for 15 Minutes, Last All Day”: How Snow+ Pro Cracked This Tough Challenge

> For users of smartphones and other electronic devices, the biggest fear is running out of battery. Snow+ Pro, a pod-based e-cigarette, addresses this by offering a 15-minute fast charge for a full day's use, a breakthrough in an industry where 40-minute charging was the norm. This innovation, along with supply chain upgrades and a new R&D center, positions Snow+ as a leader in the FMCG e-cigarette market.

For users of smartphones and other electronic devices, what is the biggest fear?
"Running out of battery." This is likely the first answer for most people. That's why OPPO phones have made "Charge for 5 minutes, talk for 2 hours" their most important selling point.
The same applies to pod-based e-cigarettes (as opposed to disposable ones). Since their inception, they have carried a long-standing issue that manufacturers often overlook: **battery life**. This means that if you've transitioned from traditional cigarettes to e-cigarettes, there will be a moment each day when you feel frustrated: you take a deep puff, only to find the battery is dead.
## **15-Minute Fast Charging Was Once Considered "Impossible"**
At the end of 2019, Snow+ launched its 2.0 flagship product, the "Pod Vaporizer Kit Pro," to the market.
While other brands showcased innovation through new flavors, **Pro made fast charging its core competitive advantage**. "Charge for 15 minutes, last all day," they aimed to prove their ability to solve pain points for heavy users. Before Pro, almost all pod-based e-cigarettes took about 40 minutes to fully charge.
The Pro series reduced charging time to 15 minutes through technological improvements.
So, how was 15-minute charging achieved technically?
Taking apart an e-cigarette to examine its industrial design and structure, it's clear that **a seemingly simple charging issue is actually tied to core technical capabilities and supply chain leverage**.
An e-cigarette, as an electronic device simulating traditional cigarettes, consists of three parts: an atomizer, a cartridge holding e-liquid, and a battery.
During operation, the atomizer vaporizes e-liquid containing nicotine, propylene glycol, glycerin, and flavorings, simulating the smoke of a cigarette. The flavorings mimic the taste, while the battery provides the energy needed for atomization.
After repeated testing, Snow+'s R&D team successfully placed a 450mAh battery into the Pro's body. They also used a smart chip to control the current output curve, providing users with a better experience for large vapor production.
Beyond user experience, battery safety was a top priority for the Snow+ team. This required both R&D effort and finding reliable suppliers. Before onboarding suppliers, Snow+ audited them—like Apple and Huawei do—checking everything from operational status to quality control methods, even the cleanliness of their facilities.
Additionally, every batch of batteries undergoes rigorous testing before entering production. "Batteries go through 22 strict tests before assembly to ensure they don't fail under extreme conditions like drops, impacts, compression, punctures, or high temperatures," said Justin Li, Chief Product Officer at Snow+.
Ultimately, the team increased battery capacity to 450mAh and controlled the output curve to save power while improving user experience, delivering larger vapor and better safety.
## **Supply Chain Upgrade**
The Snow+ Pro was developed and launched in a remarkably short cycle, a result of the R&D team and supply chain pushing boundaries together. This device, weighing less than 50g, has a development and manufacturing process as rigorous as any smart hardware.
Beyond fast charging, the Snow+ Pro features comprehensive upgrades in detail and quality, including the patented "TrueFeel Atomizer Core Platform," which increases vapor production by 76% compared to the previous generation. For a "solid feel," each unit weighs 43g (including the pod).
"In supplier selection, our supply chain team maintains high standards. For example, we partner with Musashi Paint (Japan) for the shell coating to ensure a silky texture," said Justin Li.
The ceramic technology supplier for manufacturing also comes from Japan. The team found seemingly unrelated suppliers that solve specific technical problems. "We didn't limit ourselves to e-cigarette suppliers or even just manufacturing. Cross-industry collaboration and 'dimensional reduction attacks' bring us many surprises," Justin Li added.
At Snow+'s annual meeting on December 14, 2019, a photo taken a year earlier moved the 600+ employees and key partners: a lonely silhouette of a supply chain manager. The story behind it was the anxiety of being rejected by suppliers because the product was unknown.
But this employee, Sun Zhifang, didn't give up. He and others visited over 10 suppliers daily, from e-liquid to ceramic cores, from production to quality control, seeking better partners.
A year later, Snow+ had established a supplier audit system. "We provide suppliers with a recommendation list. If they can quickly address our issues and needs, they're added to the qualified supplier category," Justin Li said.
In its early days, the Shenzhen-based team often saw the 4 a.m. sky.
Justin Li also revealed that even after tobacco regulators canceled two e-cigarette manufacturing tests, Snow+ chose to continue quality testing and standard iteration, which ultimately enabled the charging breakthrough.
To reasonably increase vapor production, the product design underwent extensive experimentation, developing new testing methods—another exploration of core product capabilities in the absence of national standards.
"Simply copying the smartphone industry's approach won't work for e-cigarettes. Our biggest challenge is how to achieve professionalism in a new consumer category," Justin Li told TMTPost.
Snow+ established an internal "knowledge base" early on, where any e-cigarette-related question gets frontline discussion and answers. They aim to accumulate industry know-how from scratch in this new field. "Pro" literally translates to "professional version."
## **The Choice of a Major Player**
"Snow+ spared no R&D cost to create a product, showing a remarkably calm, major-player attitude in the just-turbulent e-cigarette industry," commented an industry insider.
After all, the industry landscape had just been reshaped. On November 1, following the "Notice on Further Protecting Minors from E-cigarette Harm" by the State Tobacco Monopoly Administration and the State Administration for Market Regulation, e-cigarette sellers on Tmall and JD.com faced delisting. Startups relying on "OEM + white-labeling" for production and "online stores + WeChat" for sales, lacking offline distribution capabilities, were gradually phased out.
The e-cigarette hype cooled, capital and players became more rational, and attention shifted from "internet play" and "viral marketing" to the upstream supply chain.
An e-cigarette company's success now hinges on its ability to integrate and upgrade its supply chain. In other words, whoever optimizes their supply chain first is more likely to become the "Huawei, Xiaomi, OPPO, Vivo" of the e-cigarette world.
One insider believes: **True product innovation comes from the mutual growth of brand and supply chain.**
For e-cigarettes, a new category that has drawn attention for less than a year, it's crucial to set standards on existing supply chains and clearly understand "how to refine products and then align with the supply chain" to ensure stable output. This is the core of Snow+'s leverage in supplier negotiations.
On the other hand, for a young startup team, launching a new product tests their learning and rapid growth capabilities.
The Snow+ Pro is part of Snow+'s overall product strategy: continuing to iterate on the "pod-based" track without blindly following the "disposable" category—a reflection of their market insight.
"Disposable e-cigarettes with their lithium batteries put significant pressure on the environment and don't align with sustainability trends. From a business model perspective, they're also weak: they generate sales but struggle with user retention and repeat purchases," said Li Zekun, Snow+'s Marketing Partner. "Their only advantage is no need for charging. So, we decided to provide a better solution for pod-based e-cigarettes."
Snow+'s bet on the pod-based category is based on the logic that **pod repurchase** is essentially the same as the "consumables business" in 3C products like printers.
China's mature 3C industry benefits e-cigarettes by enabling brands to stay rational in product design and make reasonable trade-offs. "Our product development philosophy is to innovate on key points and continuously optimize, while avoiding over-design on non-critical points," Li Zekun said.
## **Snow+ Moves to Guangming District**
At the end of December 2019, Snow+'s supply chain team was busy with another task—moving.
After signing a strategic cooperation agreement with the Shenzhen Guangming District government in late October, Shenzhen Xuewu Technology Co., Ltd. (Snow+'s production company), as a key introduced industrial project, relocated its R&D and production headquarters to Guangming District.
"The Guangming headquarters will take on key functions including product R&D, testing, and production. It's our new base," Justin Li said.
Snow+ believes the future of e-cigarettes will focus on two directions: "Smart" and "Control." Smart means intelligent, user-friendly, and connected with users; Control means as a tobacco substitute, e-cigarettes carry the social mission of improving the lifestyles of one billion smokers and reducing harm. Moving forward, this atomization technology company will continue exploring with these two pillars and launch new products.
Since its inception, Snow+ has treated product R&D as key to business development.
Snow+'s new R&D center in Guangming District covers nearly 4,000 square meters, featuring physics and e-liquid chemistry labs built to CNAS standards. Once completed, it may be the largest, most comprehensive, and highest-precision CNAS-standard lab in the industry.
"This lab is equipped with large precision analytical instruments like ICP-MS, GC-MS, and UPLC," said Mo Zhiwen, Snow+'s Technical Director. "This is a necessary condition for Snow+ to lead the e-cigarette industry."
At the 2019 annual meeting, one of Snow+'s co-founders set the goal for this atomization tech company: **to become a representative of Shenzhen's manufacturing chain alongside OPPO phones and DJI drones, and like Huawei, a synonym for national pride.**
Source: TMTPost (ID: taimeiti)
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## Citation metadata

- Publisher: New Distribution
- Author: 赫婧
- Published: 2020-01-02
- Canonical: https://xinjignxiao.com/en/articles/charge-for-15-minutes-last-all-day-how-snow-pro-cracked-this-tough-chall-1e27df87/
- Original source: https://mp.weixin.qq.com/s/hNC808alx8yoN_3eaTSdYw

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