In 2018, the Relx series of pod kit products launched by Relxtech became an instant hit and has since injected endless vitality into the industry. Accordingly, a derivative product—universal e-cigarette cartridges—was launched. What impact do the universal cartridges have on brand owners and the industry?
For brand owners, universal cartridges are far from ideal and can even be seen as a threat to the industry. It is closely related to counterfeiting, poor quality, price confusion and market chaos. Many e-cigarette brand companies have launched actions against universal cartridges and pricing mess. Relxtech, for example, has taken the “generic cartridge” issue to court to combat the spread of universal products.
However, is the universal cartridges market really evil? The answer is that it is unnecessary. In the field of electronic consumer products, universal products are the norm and a natural result of market competition, just like data cables, chargers, batteries, display screens and other products that compatible with products of main brands such as Apple and Huawei. For consumers, universal cartridges offer more choices. The origin of universal cartridges is that those manufacturers can provide innovative designs and flavor replications based on matching appearance and size, and protect their intellectual property rights. As long as the product is more innovative, consumers will naturally favor it, and the market will develop in this direction. To some extent, universal cartridges force companies to strive for innovation and promote the development of the entire industry.
Similarly, when all companies are on the same track, competing for a common goal is easier to achieve, ultimately leading to rapid improvements in product quality. Therefore, in this sense, universal cartridges represent higher market recognition and are brand endorsements. In addition, universal cartridges can stimulate innovation in product development. However, it is important to note that universal cartridges should not be equated with plagiarized or counterfeit products; they are two different concepts. Universal cartridges refer to products that can be used interchangeably in the same model, guiding consumers to choose compatible products.
However, universal cartridges should not be viewed as a direct means of stealing other companies' products. If they do not take the time to research, deliberately imitate a certain brand, rely solely on low-cost competition or incorporate harmful substances, these behaviors are intolerable under national law, and the future of these companies will be short-lived. The market will adjust itself, especially when policies are in place and supervision is strengthened. Irregularities within the industry will gradually disappear.
For some companies, although manufacturing capabilities may be sufficient, innovation capabilities are lacking. Small companies do not necessarily have to invest a lot of money in R&D; large companies can manage them as processing plants using same standards and procedures, give full play to their respective advantages, cooperate harmoniously, and make full use of idle production capacity. This can be a path to effective collaboration.
In summary, universal cartridges do not pose a threat to the industry; rather, they have the potential to be the solution to the current overcapacity problem. Both brand owners and universal cartridge manufacturers need to collaborate and focus on the common goal of developing international markets. The ultimate goal is to allow customers all over the world to enjoy vapes made in China.
Post time: Nov-02-2023
