---
title: "Is the E-Cigarette Industry a Good Business at the Forefront?"
description: "Success is a 'downwind path'—contrary to common belief, it often involves leveraging experience and resources rather than overcoming obstacles. Chen Chaoxian, chairman of Niwo Group, has repeatedly succeeded by seizing market trends, and his new e-cigarette brand idols is now entering the Chinese market at a critical moment."
author: "New Distribution"
publisher: "New Distribution"
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published: "2019-10-11"
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# Is the E-Cigarette Industry a Good Business at the Forefront?

> Success is a 'downwind path'—contrary to common belief, it often involves leveraging experience and resources rather than overcoming obstacles. Chen Chaoxian, chairman of Niwo Group, has repeatedly succeeded by seizing market trends, and his new e-cigarette brand idols is now entering the Chinese market at a critical moment.

**Success is a 'downwind path'**
Contrary to conventional wisdom, the road to success is not always about overcoming obstacles and getting up after falls. More often, success is a downwind path, because experience can be reused and resources can be interconnected. Succeeding once is accidental, twice is lucky, but three times indicates a pattern. In fact, there are people who truly hold the 'key to success' and can open the door again and again.
idols is a new e-cigarette brand launched by Niwo Technology Group for the domestic market. The chairman of Niwo Group, Mr. Chen Chaoxian, is an entrepreneur who holds this 'key to success.'
Mr. Chen Chaoxian, a 2002 law graduate from Northeastern University, successfully founded a student apartment business during his college years—creatively converting old factory buildings into student apartments and managing their promotion. This demonstrated his keen business intuition and complete business logic.
From 2002 to 2006, Chen worked in management at Foxconn Technology Group, a Fortune 500 company, where he developed many popular electronic products and gained insight into the latest opportunities and trends in the electronics industry, laying the foundation for his future entrepreneurship.
In 2006, when Nokia phones were sweeping the globe and demand outstripped supply, Chen seized the opportunity to start his own business, establishing a mobile phone parts manufacturing factory. Riding the wave, he recouped his initial investment in less than six months.
After 2010, as smartphones represented by Apple gradually replaced traditional phones, Chen began to venture into manufacturing components for smart devices, entering the high-end equipment manufacturing industry.
The company invested heavily in importing advanced foreign technology and equipment to produce a variety of high-tech products that were well received by the market. It not only became a supplier to well-known mobile phone brands but also applied its products and technology to high-precision processing in aerospace, automotive, watchmaking, mobile phones, electronics, and medical devices.
Chen has participated in and founded four electronics manufacturing factories, with a continuous streak of entrepreneurial success. He has grown into an entrepreneur leading an international new-tech consumer goods company with an annual output value of hundreds of millions of yuan, over a thousand employees, and is now in the IPO guidance period. Chen once summarized his experience: business requires 'going with the flow.' The ability to predict the market is not developed overnight; it requires innate sensitivity, capturing market trends through various channels, and continuous input to accurately seize opportunities every time.
Chen's repeated success is not due to luck, but because as a decision-maker, he has clear strategic planning and trend prediction. E-cigarettes are another excellent opportunity he has identified.
> In 2017, Niwo Group began to lay out the global e-cigarette market, building a full-category aircraft carrier; in 2018, the group's brand sold 800 million yuan, consistently ranking in the top three in U.S. sales, achieving screen-dominating consumption; in 2019, Niwo Group returned to China with the new brand idols, and with strong strength, secured over 100 million yuan in angel round financing, with even stronger development momentum.
The market has once again proven Chen's judgment. Since last year, many internet celebrities and well-known internet figures have crossed over into e-cigarettes.
From April 2018 to July 2019, in just one year and three months, at least 20 e-cigarette companies received more than 30 rounds of financing; in the first half of 2019 alone, the total financing in this industry exceeded 1 billion yuan.
Wu Shichun, partner of Plum Ventures, posted on his social media: 'What's the hottest hardware startup in China recently? The answer is e-cigarettes!'
In just two or three years, nearly 4,000 e-cigarette and related companies have sprung up in China, producing over 90% of the world's e-cigarettes. At this moment, idols, choosing to attack the domestic market, stands at the forefront with the expectations and efforts of the entire group.
Of course, choosing the right trend is only the first step to success.
**It's easy to stand on the trend but hard to stay; long-term survival tests brand strength**
Due to the lack of policy regulation and the bad mentality of rushing to make money, the domestic e-cigarette market is in a chaotic state.
Many brands' e-cigarettes are of substandard quality, with serious copying of brand craftsmanship. Many are rough products that simply piece together lithium batteries, atomizers, and pods, resulting in high defect rates and even safety hazards.
E-cigarette products still have core technical barriers, and the supply chain requirements are not as low as rumored; domestic consumers are still in the education stage, and there is no clear answer to what consumer pain points e-cigarettes should solve; policy risks also cast a fog over the industry's future.
In the chaotic 'thousand-vape war,' the newly launched idols brand stands out as a clear stream: it has its own supply chain and R&D team, masters core technology, and is backed by the powerful international new-tech consumer goods company Niwo Group. It has already secured over 100 million yuan in angel round financing, with capital recognition endorsing the brand's strength.
idols has a distinctive brand positioning: as a trendy, playful e-cigarette product, idols aims to provide Chinese youth with a healthier, safer, and more convenient new lifestyle that expresses group individuality.
Through its visual color jumps and the '%' symbol memory, it conveys a free, independent, diverse, and fun attitude towards life, encouraging young people to break boundaries, maintain their attitude, and live diversely.
On the product side, the idols semi-open atomizing e-cigarette applies multiple 'black technologies': innovative semi-open leak-proof technology, 7-layer leak-proof structure, high-quality cotton wick for a realistic cigarette feel, and Type-C fast charging.
As the only e-cigarette company brand in the industry that cooperates with Apple's foundry, idols has excellent product quality and multiple core technological breakthroughs, solving consumer pain points such as severe oil leakage and high repurchase costs. It is a truly thoughtful product that cares about consumer needs.
The idols semi-open atomizing e-cigarette offers a variety of fun flavors: light tobacco, cool mint, peach oolong, lemon black tea, milk foam coffee, and blueberry ice, and will soon launch 0 nicotine, 0 calorie electronic tea drink flavors to meet the personalized needs of different groups.
The appearance is also outstanding: angular body, anodized coating process, and four aesthetic colors—obsidian black, space gray, brilliant red, and coral orange—making it an eye-catching accessory just by holding it.
The packaging incorporates Mondrian art style, with a clear and memorable '%' symbol, trendy and youthful, and suitable as a gift.
It is evident that the idols semi-open atomizing e-cigarette has been meticulously polished from packaging, appearance, to the product itself, leaving nothing to be desired.
**Following the OG, leveling up is easier**
Although idols is a 'newcomer,' it stands on the shoulders of giants, backed by the international new-tech consumer goods company Niwo Group, with an experienced team, complete industry and supply chains, and a decision-maker with precise predictive ability. It is a young OG.
idols has not only attracted attention in the industry and gained a good reputation among consumers, but also received capital attention and recognition: Wu Shichun, partner of Plum Ventures, traveled a long distance to attend the idols global brand launch event on September 20. The market's full recognition of idols is not just about chasing new trends, but is convinced by idols' strength.
Currently, idols has opened self-operated flagship stores on Tmall and JD.com, with sales on the first day far exceeding expectations, winning consumer favor.
Offline recruitment is also in full swing. With Chairman Chen Chaoxian, who has a track record of continuous entrepreneurial success, at the helm, and with meticulously crafted excellent products in the hottest trend industry, a considerable number of enthusiastic and capable distributors have already become partners of idols. idols provides long-term, comprehensive agency policies and support plans, looking forward to growing together with all partners.
The domestic e-cigarette market is not yet standardized, and the tempting cake is right in front of us. We must remind distributors again: the market has minefields, so choose products carefully!
Whether the product is qualified, whether the product life cycle is long enough, and whether the brand has the determination and strength to develop together with channel partners are all factors distributors need to repeatedly consider. It may be difficult to accurately select a partner company, but following the OG makes leveling up no longer a problem. Walking with successful people makes it easier to find your own key!
[Scan the QR code to add the recruitment specialist for more idols recruitment and product information]
Recruitment Specialist: Huang Yongchun. idols welcomes interested partners to visit the company for on-site inspection!
If your tip is adopted, you will be paid 400-2000 yuan. **China FMCG + Internet Professional New Media** **Committed to FMCG manufacturer and distributor transformation and channel digital solutions**


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## Citation metadata

- Publisher: New Distribution
- Author: New Distribution
- Published: 2019-10-11
- Canonical: https://xinjignxiao.com/en/articles/is-the-e-cigarette-industry-a-good-business-at-the-forefront-a77ea012/
- Original source: https://mp.weixin.qq.com/s/qKdpFOeXiAWBFH3J7INAdg

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