's "2018 New Era Innovation Brand Award" was recently announced, and a one-year-old company appeared on the list of winners. The product it creates is also quite special, it is the popular reloadable atomizer cigarette - this is not a cigarette, but a trendy electronic product - RELX. While winning the 2018 New Era Innovative Brand, its founding team was named the "2018 Most Socially Responsible Entrepreneur Award".
At the 2014 National Tobacco Work Conference, Ling Chengxing, then director of the National Tobacco Administration, clearly mentioned that “we must attach great importance to the research and development of new tobacco products such as heat-not-burn cigarettes, e-cigarettes, snus, etc., and regard them as a relationship A major issue for the sustainable development of the industry.” According to data from the China Tobacco Journal, my country’s e-cigarette sales reached 4.009 billion yuan in 2017, and the number of e-cigarette consumers reached 7.3659 million.
First introduction to RELX
"The cigarette industry is a century-old industry that has had ups and downs in the fields of industry, culture, commerce, economy, and war around the world. 2020 is coming, RELX was born 3 years ago, for "life "Global Millennials in the future. We are ready to face the ups and downs of this new industry - all over the world." said Wang Ying, founder and CEO of RELX.
This is also the path RELX has identified in its early days of business, no matter how difficult and dangerous the journey is. "While I was obsessed with the classic images of smoking in 1950s movies, I was worried about my father who smoked two packs a day. There are many people like me all over the world and in China, so I made this choice."
(The picture shows RELX founder CEO)
Wang Ying and the founder team, mainly from Uber China and Huawei. CEO Wang Ying is the former head of Uber in China and graduated from Columbia University Business School; CPO Chen Chen is a former senior designer of Huawei; co-founder Jiang Long graduated from the Chinese Academy of Sciences and Tsinghua University and worked for Uber.
Currently, the RELX team has 108 people. The average team member is 27 years old. It is a serious "post-90s youth army". Overseas business leader Du Bing was born in 1991, graduated from Zhejiang University with a major in industrial design, and studied in France; global R&D and supply chain leader Wen Yilong was born in 1988, graduated from the University of Michigan with a major in automation, and worked in engine research and development at Mercedes-Benz in North America.
As of December 2018, RELX has fans in 28 countries and regions, and the global market is doubling every month. Not only that, the brand also plans to enter 100 countries and regions in 2019. "We will apply what we have learned in the first half of our lives to the globalization of RELX."
In addition, as the business progresses, RELX has also attracted more diversified talents to join. It is understood that there are many alumni associations in the company, including Tsinghua University, Peking University, Zhejiang University, Shanghai Jiao Tong University, Renmin University, Columbia University, MIT, etc., as well as Uber, Huawei, Procter & Gamble, Mercedes-Benz, L'Oreal, Mars, Foxconn , Didi and other corporate alumni associations.
"RELX has 108 people with an average age of 27. It is also a rich combination - experts born in the 70s lead the way, managers born in the 80s lead the team, and those born in the 90s are all go-getters. We are united by the same mission and vision, and we have a tacit understanding. ." Wang Ying summed up the team.
(The picture shows the RELX team activities)
Market Space
RELX e-liquid R&D Director Jiang Xingtao has more than ten years of R&D experience in related fields. He is deeply impressed by RELX’s resolute attitude of attaching great importance to product safety and quality. Compared with smoking traditional tobacco, electronic atomization products are no more harmful to health than traditional cigarettes by 5%. This view is based on scientific experiments and has been recognized by many foreign official agencies.
Jiang Xingtao said, “Even so, RELX still insists on high investment in product development and quality control, through a large number of basic research, including analysis and research on the chemical composition of e-liquid smoke, as well as gene expression, metabolism, cells, and animals. Biological research at the organ and other levels ensures the safety of products delivered to consumers.”
In fact, the global smoking rate is generally declining, with only a small increase in individual countries. Between 1990 and 2015, global smoking prevalence fell from 29.4% to 15.3%.At the same time, the World Health Organization ’s tobacco control goal in the next 10 years is to reduce the global smoking rate by another 2.5 percentage points.
The domestic market is still in its early stages of development, but the large smoking population and the advent of consumption upgrades have given the e-cigarette market greater room for imagination. According to a relevant report, the global vapor atomization market size in 2016 was approximately US$10 billion, of which foreign markets accounted for 95%. Therefore, RELX has been positioned to serve the global market since its inception.
After launching the first-generation products in the domestic market, RELX launched the second-generation new products in China, Europe, the United States, Japan and other markets at the end of 2018. The focus of the second-generation products is to improve user experience and personalization. .
(The picture shows the RELX global official website www.relxnow.com)
Wang Ying said that compared with IQOS produced by Philip Morris International, an international e-cigarette market brand that entered the domestic user recognition earlier, RELX It has several features: it costs less for users to use; it can more effectively help smokers quit smoking; it does not produce odor or harm and does not disturb people around it; it does not require users to clean or maintain, and it is very convenient to carry and use.
RELX’s vision
In 2018, RELX received investment from Source Code Capital, IDG Capital, and Sequoia Capital. Wang Ying once said after the completion of financing that the financing funds will be mainly used for continued investment in product research and development and user service experience upgrades.
At the RELX 2018 annual meeting, Wang Ying said: "As a consumer brand born in China and targeting the global market, RELX is grateful for this era, every partner, and the users who trust us. We We must assume social responsibility and be responsible for the safety of consumers and the healthy growth of young people.” To this end, RELX established a social responsibility team and joined hands with the China Poverty Alleviation Office to engage in public welfare undertakings at the beginning of the company’s establishment.
In order to promote the in-depth development of globalization, RELX continues to strengthen its R&D team and develop various new products. For example, mung bean popsicle-flavored cigarette cartridges, with their unique taste of Chinese culture, carry the common life memories of Chinese people around the world, awakening the sense of identity of Chinese people around the world towards Chinese culture, and have also received unanimous praise from foreign consumers in overseas markets.
The vision of RELX planning is to "accelerate the transformation of one billion smokers around the world to a healthier and more enjoyable lifestyle." I also hope that during this process, we will have the opportunity to cooperate deeply with experts, scholars, and scientific research institutions in the relevant health fields of the motherland, and that we can join hands with all sectors of society to objectively and well-intentionedly guide the healthy development of this industry and contribute to the well-being of smokers around the world. Contribute to your health.
Source: Northeast News Network
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