Country market reports

Market report: China – will China Tobacco step in and take control?

Written by ECigIntelligence || 9th November 2020 || Country market reports , Market reports | Consumers | Major brands | Marketing and Retailing | Policy and Politics | Regulation and Legislation | Tax | Geographies: Asia China

While China is the supplier of e-cigarettes to the world, the domestic vapour market is small, slow-growing – and faces the uncertainty of future regulation, or even a total takeover, by the state tobacco monopoly

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ECigIntelligence

This article was written by one of ECigIntelligence’s international correspondents. We currently employ more than 40 reporters around the world to cover individual vaping markets. For a full list, please see our Who We Are page.

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Executive summary
Market background
1. State tobacco monopoly has been a powerful barrier to anti-smoking measures
2. 2013 report a turning point for tobacco regulation in China
3. Government debates additional measures
4. CNTC intensifies compliance checks
5. Does the CPC’s new-found anti-smoking zeal come right from the top?
6. Rising incidence of lung cancer a cause for concern
7. The elephant in the room
8. Split between dual- and single-usage is crucial
9. Industry seeks to burnish its image to forestall regulation
Market size
1. Chart: Adult vaping population, Chian
2. Less than 0.1% of Chinese adults are daily e-cig users
3. Huge potential for sales growth and harm reduction
4. Chart: Market size value, China
5. COVID-19 hurts 2020 sales growth
  1. Chart: Absolute growth in Chinese value sales
  2. Chart: Annual growth in market size (actual and forecast)
Form factors
1. Rechargeable/pod systems dominant
  1. Chart: Consumer segmentation, China
  2. Chart: E-cigarette annual sales split in China, 2020
Channels
1. 2019 starts badly for e-cig manufacturers, and ends worse
2. Crackdown on vending machine sales of e-cigs may be in prospect
3. Online sales are down but not quite out
  1. Chart: Distribution channel split, China
4. Traditional retail surges ahead of vape stores
5. Open and closed systems are sold through different types of stores
6. E-cig brands scramble to open franchise stores
Competitive landscape
1. Relx
2. Smaller players
Outlook
1. CNT launches a heat-not-burn brand – but not in China
2. Prevalence of e-cig usage among Chinese youth
3. Regulation

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