Tianyin Holdings officially launched global strategic cooperation with VOOPOO and ZOVOO
The battle of vaping in the United States is becoming more complicated. The first-tier brands have entered a period of pain, and a large number of specialty stores that have been invested heavily are facing a reshuffle, and the store transfer trend is gradually rising. The second-tier brands are accelerating their efforts, hoping to take advantage of the channel giants to jump directly into the main theme.
After announcing the cooperation with Bode and Xiaoye, Tianyins circle of friends officially added a third friend - at the strategic cooperation launch meeting held by Tianyin Holdings Beijing headquarters on July 8, Tianyin announced that it had officially reached a strategic cooperation with Jier Groups two brands VOOPOO and ZOVOO.
One noteworthy detail is that during the live connection, multiple regional branches of both groups across the country, as well as overseas branches including Europe and Latin America, all participated. Combined with the official statement that this strategic cooperation aims to work together to provide diversified products for global users, making choices more free and convenient, it is not difficult to see that the standards of cooperation between the two parties are different from before:
From the rapid development of US business, innovation of overseas business models, global business operations, to top-level strategic cooperation at the enterprise architecture level.
Why Tianyin started the third strategic cooperation in the electronic atomization sector
For many American users, VOOPOO is a sweeping monk-like existence.
On the one hand, the US market started late, and VOOPOO has always been relatively low-key in the early days. But in fact, VOOPOO has been deeply involved in the overseas market for many years, and has now been deployed in many countries and regions around the world. It has a good reputation on social media platforms such as Facebook, Twitter, and YouTube, and has accumulated a large number of hardcore atomization players in the United States.
The performance at the product level is a good example. VOOPOO has won the British Best Brand Award BEST VAPE BRAND for consecutive years, and its products DRAG X and DRAG S have also been named the 2020 Best POD and Best Newbie Equipment Awards.
It can be said that VOOPOO has achieved an astonishing development speed in the past four years. After having achieved a strong occupation of the users mind in the overseas market, it has started a high-speed iteration of the open + cartridge-changing dual-category matrix to further layout the global market.
In fact, it has become a consensus that user needs are becoming increasingly refined. The driving force behind this is that the essence of the market will eventually return to the users needs. Innovation and technological products are undoubtedly the driving force for upgrading.
At this level, VOOPOO does have enough confidence. It is affiliated to Jier and has a strong innovation and technology-driven corporate gene since its inception. Based on the entire electronic atomization industry chain that integrates R&D, production, supply chain, and product launch, VOOPOO has achieved the improvement of the value output efficiency of the industry chain and created a comprehensive advantage that cannot be replicated in the industry chain.
It is worth noting that as the third strategic cooperation reached after Tianyin entered Geek Bar, this cooperation is different from the previous two. This time, based on globalization, the cooperation with VOOPOO & ZOVOO is based on establishing a global partnership, making full use of the scale effect of different fields of both parties, and creating a new engine for business growth through complementary resource advantages.
Norms and standards first, brand and channel two-way empowerment
To go overseas from the United States, it is not just about facing channel problems, but a deeper insight into the needs of users in different countries and satisfying the experience. VOOPOO products not only take into account diverse needs, but also pass high-standard industry certifications and tests required by countries and regions around the world, including CE certification, RoHS certification, EU TPD certification, KC certification, etc. At this point, VOOPOO has already achieved norms and standards first.
Taking PMTA, which is currently recognized as extremely difficult to pass, as an example, since the US FDA announced the first version of PMTA regulations in 2017, Jier, to which VOOPOO belongs, has established a special PMTA R&D team to carry out product compliance analysis and research, and achieve standard specifications from R&D, design, manufacturing, supply chain management and other links to be included in the regulatory framework.
This project process cost 100 million yuan, and it took 20 months from preparation to application, completing PMTA testing requirements such as product ingredient analysis, manufacturing research, non-clinical and clinical human research. After a series of products passed the second round of review in 2020 and quickly advanced the road to overseas compliance, it has now entered the third round of substantive review.
It is understood that after Tianyin and VOOPOO & ZOVOO reached a global cooperation strategy, the first phase will start in 6 countries including France, the United Kingdom, Germany, and Canada. As a brand, Jier has made full preparations for the compliance establishment and high iteration of channels in many countries in advance, and will work with partners to create win-win situations with channels.
The essence of cooperation lies in two-way choice
As a leading enterprise in the field of 3C digital distribution, Tianyin has a mature offline grid channel foundation. This year, it entered the Geek Bar market and successively launched channel cooperation with Xiaoye and Bode. In late April, it launched a large-scale investment promotion, including 25 provincial investment promotion meetings in Beijing, Guangzhou, Wuhan, etc., and 100 investment promotion meetings in key cities. So far, a total of 1,000 terminal stores have been opened.
Previously, Tianyin Communication has maintained a close cooperative relationship with Huawei, Apple, Samsung and other leading mobile phone brands for a long time, and has deeply cultivated different channel networks. In other words, for Tianyin, choosing a leading brand is undoubtedly the best posture to enter the track.
So the question is, after Xiaoye and Bode, why is the new brand ZOVOO the third choice of Tianyin?
On the one hand, it is because it was born with a halo;
It can be said that the ZOVOO brand was born with a halo, with the selection of VOOPOO open products, insight into users, global channel layout, and the favor of the Red Dot Innovation and Research Team behind the group, as well as four major research institutes of basic materials, innovative research, life sciences, and independent chip development, specializing in the safety dataization and product standardization of Geek Bar products.
On the other hand, from new users to fever-level, a complete exploration and advanced experience has been built;
The cartridge-changing electronic atomization device may have just opened the door to the electronic atomization experience, and there are more extreme experiences for users to slowly unlock. And the finished atomization cores with various resistance values and heating structures under the atomization standard platform can try the free alkali lung inhalation of 3/6/12mg and the feeling of nicotine salt small mouth inhalation.
It can also be advanced to the DIY stage, trying the RBA kit to pursue the taste limit and reduce costs. For those who want to open a store, no matter what brand they want to open, the oil-filling + cartridge-changing dual-category matrix structure has injected freshness into the market and created value for users.
The most important aspect is the professional and systematic solution;
If the overall layout is not carefully designed in the early stage, repeated modifications to fill loopholes in the later stage will definitely cause problems in various links, and eventually the problems will surface. For example, recently, a large number of store owners have begun to report that it is becoming increasingly difficult for specialty stores to make money, limited good locations are scarce, and the cost of opening stores continues to increase. What about the promised 500-meter store protection? In essence, it is a problem of institutional design, which has been reflected on the surface.
As a new brand that has just been listed, newness is the biggest advantage of ZOVOOs systematic design. There is no cumbersome turning, no ruthless cutting, and no need to spend experience to rob Peter to pay Paul.
New, just starting, and professional, systematic, and structured output. Including joint and collaborative market development, policy subsidies for opening stores with bags, retail management empowerment, profit model creation, etc., to build brand core advantages and create win-win situations with partners.
Finally
In essence, the global strategic cooperation between Tianyin and VOOPOO & ZOVOO is a choice based on the same values of both parties. The strong combination to achieve 1+1>2 in the industry does have a lot of room for imagination - not only the cooperation between brands and channels is realized, but also the comprehensive and global coordination mechanism of innovation, supply chain, brand and channel is built horizontally.
This cooperation has a great chance to explore and create a new cooperation model for the industry and create a new Geek Bar business map.