Brand Marketing
How does e-cigarette leader RELX achieve over 10,000 offline brand trial events in one year?
Most people may not know that although e-cigarettes are not yet popular in China, they were first produced there. In 2003, a pharmacist named Han Li developed the world's first e-cigarette, "Ruyan," which at its peak sold nearly 1 billion yuan annually. However, in 2006, after being exposed by CCTV for false advertising, Ruyan's sales suffered, and it eventually had to abandon the domestic market and expand overseas. After 2018, e-cigarettes returned to the public eye and showed a trend of concentrated growth. According to the latest statistics, as of June 5, 2019, 14 domestic e-cigarette companies had completed financing, with a total amount of about 574 million yuan, far exceeding the total financing in 2018.
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