Geek Bar brand and wild card battle, who will benefit from it
On January 18, YOOZ launched the Sunshine Action 2.0 notice. Aiming to rectify the market (wild card, counterfeiting and selling fakes, selling scratch codes, cross-selling, random prices, etc.) to ensure the continuity of channel regular operation, the plan was officially launched on June 3. For more details, see the figure below:
On January 16, the Blue Hole New Consumption WeChat public account revealed information again: RELX launched a war against wild card, and formally sued Wei Ke and the factory Mo Ke.
After the article was published, the comment area was instantly boiling, and the comments were also quite exciting, and there was no lack of witty and insightful remarks. Of course, the figure below only cuts off some comments, and it is inevitable that there will be some bias. Everyone still has to use their own brains to think and distinguish what is right and what is wrong.
For the wild card cartridges on the market, RELX RELX also launched the lower-priced RELX soft mist cartridges (60 yuan for three pieces) and RELX Light Breeze RELX Lite rods (49 yuan per rod and one cartridge) at the beginning of the year. However, these two products do not seem to be available nationwide, and the supply is limited, and they are always in short supply. There are even many users of RELX who do not know that it has launched such products.
In order to combat the wildcard market, JVE Feiwo directly reduced the price of its ceramic core cartridges to 59 yuan for three, which shocked the industry and quickly increased its shipments. MOTI launched ASPARK Yiran, a brand that focuses on cost-effectiveness, to enter the entry-level market.
It can be seen that for the wildcard market, major Geek Bar brands have currently adopted different response strategies. Which strategy is more effective, we cannot know now. It remains to be verified!
But who will benefit from this battle between Geek Bar brands and wildcards? This is what we as consumers should pay attention to.
From the launch of soft mist cartridges by RELX, the launch of ASPARK Yiran by MOTI, and the price reduction of cartridges by JVE Feiwo, wildcard cartridges have forced Geek Bar brands to a certain extent, allowing them to provide more cost-effective products, and consumers have benefited from it.
The result is good, but the process is not friendly. Wildcards involve infringement after all.
If there is no wild card, all major Geek Bar brands will tacitly price Geek Bar cartridges at 99 yuan for 3. Then, if Geek Bar consumers want to get more cost-effective products, they have to wait until a Geek Bar brand needs to grab a larger market share through price wars, and then consumers can get better prices. Therefore, wild card is beneficial to ordinary Geek Bar consumers to a certain extent.
In addition, more than 80% of the worlds Geek Bars are produced in China, but the price of Geek Bar purchased by domestic consumers is higher than that in Europe and the United States. It can be seen that the competition in the domestic Geek Bar market is not sufficient.
At present, more and more Chinese Geek Bar brands that once focused on the foreign market have begun to enter the domestic market (such as Jier, Yijiate, Sigelei, Xinyikang, etc.). When these old Geek Bars compete fully with domestic emerging Geek Bar brands, perhaps without wild card, Geek Bar consumers can also get more cost-effective products and services.
Wildcard is just a stage that Geek Bar will inevitably go through in its development process, similar to the copycat phones in the mobile phone industry. Even though copycat phones are rarely seen now, plagiarism, imitation, and reference to Apple iPhone are still very common in the mobile phone industry, and there are countless people who copy iPhone in the marketing and promotion process. But Apple still leads the trend and dominates the profits of the entire mobile phone industry.
We don’t want wildcards in the market, and we don’t want the Geek Bar prices to be inflated. When the market is monopolized, it is not good for consumers!