China Tobacco competes for the e-cigarette market in 2020

On August 20th, the Shenzhen International Electronic Cigarette Industry Expo was held at the Convention and Exhibition Center. This exhibition ushered in two subsidiaries of China Tobacco: Yunnan China Tobacco and Henan China Tobacco. These two companies both produced their own heat-not-burn products, attracting many participants to watch and try. These products have been exported overseas.

New products immersed in competition

Yunnan China Tobacco owns well-known brands such as Ashima and Hongtashan, which are well-known in the country. Many people are interested in the heat-not-burn products they produce. According to the exhibitor Chen Manman, their products have been exported to many countries such as Arabia. Very popular abroad.

A reporter from the Securities Times·e company saw on the spot that China Tobacco Yunnan has a tobacco tasting session. The staff will record customer feelings and solicit opinions from visitors. A senior smoker handed IQOS catridges to Chen Manman for a try. Chen Manman said while smoking, “IQOS cigarettes are more gentle and lighter, and our cigarettes are strong and rough.” The same heat-not-burn Ashima cigarettes are used, and different kits have different flavors.

There are several companies under China Tobacco, all of which are developing their own e-cigarette products. “There is not much communication with each other, and each has its own understanding and its own formula.” Chen Manman introduced. Traditional tobacco companies see the aggressive development trend of e-cigarettes, and naturally have a sense of crisis. They hope that research and development can also participate in it, so as to avoid China’s opening up of this market in the future and being at a disadvantage.

The government is actually encouraging traditional tobacco companies to develop heat-not-burn electronic cigarettes. A staff member introduced that they are exempt from exporting this type of products overseas. In order to develop e-cigarettes, China Tobacco Yunnan established Shenzhen Huayu Technology Development Co., Ltd. in Shenzhen through a Hong Kong company. Huayu Technology produces various smoking sets and atomized electronic cigarettes. However, China Tobacco Henan adopted a cooperation model. They and Shenzhen Yuyan Electronic Industry Co., Ltd. cooperates and only produces cigarette cartridges, and the other is handed over to the partner.

The industry is waiting to recover

Perhaps due to the epidemic, the number of e-cigarette exhibitions has declined compared with last year. The exhibition that was originally scheduled for April has been postponed. It has been 492 days since the last Expo organized by Shenzhen IECIE. The impact of the epidemic is still there. Few manufacturers said that the industry has not yet recovered to last year’s prosperity.

The atmosphere of the exhibition is a little different from the past. The once-popular smoke culture has retreated. The smoke booth is rarely seen on the scene, and there are no models swallowing the clouds. Only a few platforms have DJs playing manic music. , Leaving the mark of that period of smoke culture. Many emerging e-cigarette brands, such as Bode, Xiwu, Ono, Snow Plus, etc., were seen at the scene. Many brands were attracting investment on site, opening offline chain stores, and all of them were posted in conspicuous locations. The maximum subsidy for a single store reached 300,000.

After the government introduced policies to restrict online sales of e-cigarettes last year, China e-cigarettes have fully turned to offline, and e-cigarette manufacturers with physical channels have an advantage. This also forces e-cigarette manufacturers to open stores if they want to survive.

On-site reporters also saw two listed companies participating in the exhibition, among which Jinjia (002191) brought the e-cigarette brand foogo to the exhibition. According to the staff, they have a series of cooperation with China Tobacco Yunnan, and the two sides also established a joint venture company. The company also provides R&D services to many China Tobacco customers. Skole, a subsidiary of Yinghe Technology (300457), participated in the exhibition. Yinghe Technology acquired 51% of the shares of Skole in November 2018. In that year, Skole realized a net profit of 38.567 million yuan and realized deduction of non-net profit of 52.720 million yuan in 2019.

Heat not burn cartridge from Henan China Tobacco reveal

Recently, we saw photos of heat not burn cartridge photos from Henan China Tobacco. “Yue Shang” is printed on the upper left of the front of the package, and “Golden Leaf” is printed on the lower right. According to understanding, “Yue Shang” should be the brand name of the cartridge.

The bottom of the front of the package is printed with “Our company reminds that smoking is harmful to health, please do not smoke in non-smoking places”. The company name “Henan China Tobacco Industry Co., Ltd.” is printed on the side of the package.

Henan China Tobacco heat not burn cartridge reveal

It is understood that “Golden Leaf” is a brand cigarette produced by Henan China Tobacco Industry Co., Ltd. (Zhengzhou Cigarette General Factory) and was put into production in 1951. It has won many national, provincial and ministerial-level high-quality product awards. In 2006, “Golden Leaf” was recognized as “China Famous Brand”. There are multiple product lines under it.

Sichuan China Tobacco invites influencers to review new tobacco products

On the afternoon of April 16, with the delivery of the last batch of express mails, Sichuan China Tobacco’s new tobacco “consumer opinion leader promotion project” was officially launched.

In recent years, citizens’ health consciousness has been continuously improved, and the new tobacco product industry is booming. In order to adapt to changes in consumer demand, it is particularly important to understand how consumer groups, especially some opinion leaders (KOLs), feel about products. This promotion project has selected 20 cultural celebrities from across the country, including famous writers, poets, philosophers, cultural critics, economists, professors in famous schools, founders and editors of famous journals, CCTV financial channel commentators, independent Publishers, curators, senior media people, Internet influencers, etc. They are all famous, authoritative, brilliant.

After obtaining the consent of these cultural giants one by one, the new tobacco products in the research and development stage are delivered as soon as possible for them to take the lead in trying, tasting and making recommendations. This is another measure of Sichuan Tobacco’s new tobacco industry focusing on high-quality development requirements, market-oriented, combined with consumption demonstration, to achieve seamless integration of technology, brand and market. The initial plan of this project lasts for three months, and later it will be upgraded and deepened according to the actual result.

MOK E-pen kit pod system review – 8 colors for choosing

The MOK E-pen Kit is an open pod system that comes in a pen-shaped design, with a discreet and elegant look, it’s easy to carry or put it into your pocket. It is made from zinc alloy & PCTG, features buttonless draw-activated mechanism. This ordinary design shows in most pod systems.

And it comes with a dust-proof cap that keeps your mouthpiece clean and intact. Patented 24K gold-plated elastic pin & hole connection technology, ensures high reliability and stability for every puff. Available in 8 different colors, choose as you desire.

Meanwhile, it comes with the modular heating chamber, also called the pod system, Besides, it comes with multiple protections: Low Voltage Protection / Overcharge protection / Short Circuit Protection 8 Second cut-off.

MOK E-pen kit e-cig review - 8 colors for choosing

Parameters of MOK E-pen kit
Size: 130mm*16.5mm*16.5mm
Pod e-liquid capacity: 2.0ml
Resistance: 1.4-1.5 Ohm
Battery capacity: 650mAh (This capacity is too small for heading coil)
Input voltage: 3.4-4.2V
Output power: 8-12W
Pod connection: magnet
Atomizer: Cotton + Heating coil (We expect its taste is not good since it’s not ceramic)
Refillable: Yes

How to refill MOK E-pen kit
How to refill MOK E-pen kit

Manufacturer: First Union
OEM: China Tobacco Hubei

MOK E-pen kit e-cig review - 8 colors for choosing

Content of MOK E-pen kit:

Content of MOK E-pen kit:
E-pen Device * 1
Product Warranty Card * 1
Pod (2ml) * 2
User Manual * 1
USB Cable * 1
Quality Guarantee Card * 1


An ordinary and crude pod system below par, not recommended.

Where to buy MOK E-pen kit pod system

MOK HNB device review – The leader of heat not burn products

In addition to the well-known IQOS, China Tobacco has been in the layout of HNB products for a long time, accumulated many patent technologies, and launched its own products one after another. For example, China Tobacco Sichuan’s Kuanzhai Kungfu, China Tobacco Yunnan’s MC, China Tobacco Hubei’s MOK, etc. have been sold to overseas markets such as South Korea and Japan already.

Today, I want to review this product name Mok from China Tobacco Hubei, which is manufactured by First Union group, a large domestic electronic cigarette factory. According to the official news, MOK HNB device has made breakthroughs in key technologies such as needle heating, pressing smoke extraction and cooling section, and obtained 159 independent patents.

Next, let’s learn about this product.

MOK HNB device review - The leader of heat not burn products

I. packaging

MOK HNB device review - The leader of heat not burn products

MOK’s packaging adheres to the exquisite feeling and high technology level similar to cigarette packs. The overall packaging surface has a skin friendly coating, which feels smooth and delicate. In the center of the picture is a “crane” spreading its wings. It’s not clear whether it has a kind of connection with the “crane” of the “Yellow Crane Tower” in Hubei Province.

The packaging picture adopts laser + UV technology, showing the color change of streamer under different perspectives. Text is bronzing process, which should cost a lot in production. You’ll have the full sense of ceremony holding it in hands.

MOK HNB device review - The leader of heat not burn products

The magnetic suction opening and closing on the side of the package can be seen to be made up of three square boxes after the package is unfolded. On the cover paper on each square box, the contents are marked with lines.

MOK’s content list: charging box * 1, device * 1, charging line * 1, adapter * 1, cleaning brush * 1, cleaning cotton * 10, operation manual * 1, quick guide * 1, certificate of conformity * 1.

II. Charging box

II. Charging box

The MOK adopts a split design, that is the device is composed of two parts, the charging box and the device. This advantage is to ensure the lightness of the device when it is held in hand, and to have a charging box to charge at any time. When the charging box is fully charged, it can charge the device 20 times, ensuring enough endurance.

MOK has a total of navy blue, white, red, blue, gold five color options, I get red. This red is very festive Chinese red, neither light nor deep, more in line with the Chinese aesthetic.

The size and weight of MOK charging box are similar to other mainstream split HNB devices on the market, but it is smaller and lighter. MOK adopts sanding technology, vacuum plating technology, three spraying and three plating, so it has more metal texture. The joint is controlled within 0.3mm, and the overall workmanship is pretty tight.

[parameters of charging box]

Size: 110 * 50.5 * 21mm

Weight: 93g

Charging time of charging box: 2h

Battery cycle life: 10000 times


One side of the charging box is the power key, the shift key, the device charging indicator light and the power indicator light of the charging box. Press the power button, according to the four indicators, they represent 25% – 100% power of the charging box. Long press the shift key for 3 seconds to switch the operating mode of the device. The other side is the silk screen text, the bottom is the USB charging interface of the charging box, and the top is the open cover key.

III. Device


The color of MOK device is consistent with that of the charging box, which is more unified and coordinated visually. The front side of MOK device is MOK’s brand logo and heating key, and the backside actually has a groove design, so even if lying on the table, it will not roll, and the grip is better.

The MOK device can be divided into two parts, and the cap of the upper part can be removed. Take off the cap, you can see the round heating needle of the device. Different from the common heating method, the heating needle is easier to insert the cigarette, without too much resistance, and it is not as delicate as the heating piece, which is more solid and durable. At the bottom of MOK device is a gold-plated charging contact, which can be automatically charged by putting the charging box in contact with the charging pin.


[device parameters]

Weight: 19g

Charging time of device: 4min

Preheating time of cartridge: 15s


There is a power indicator above the heating key of the device to check the power of the device. Press the heating key, when the indicator light is blue, it means that the power is sufficient; when the indicator light is red, it means that the power is insufficient, and the device needs to be charged. When the device is put into the charging box for charging, the indicator light on the side of the charging box will flash, and it will stop flashing when it is fully charged.

MOK device actually has two working modes, which can be adjusted by adjusting key. The default mode is the first gear operation mode, which can heat a cart for 5 minutes; if it is the second gear mode, it can heat two carts continuously, and the continuous operation time of the device is 3 minutes and 30 seconds.

IV. User experience

MOK HNB review

The MOK kit is matched with COO cartridge. I chose two flavors of original flavor and mint to test the smoking experience. There are two warning modes of light and vibration in the heating process of MOK device. After inserting the cart, press and hold the heating key to vibrate, and the device will start to heat the cart. About 15 seconds, after the heating is completed, the vibration warning will be given again and the blue light will be on for a long time, then smoking can be started. At this time, you can feel the fragrance of tobacco.

MOK HNB review

Original flavor cartridge: the smoke is very full and full-bodied. There is a very elegant and unique fragrance entering the senses. It has certain stimulation into the throat. After inhalation, the aftertaste is fragrant and clean. It feels very comfortable.

Mint flavor: the cool flavor of peppermint is very outstanding, which is a little bit of tobacco flavor, refreshing.

After eight or nine puffs, the smoke becomes lighter. After about ten puffs, the device begins to vibrate, indicating the end of suction. It can be seen from the cart after smoking that the heating and baking efficiency of MOK is good, and the baking materials are basically carbonized and blackened. And the filter did not appear yellow phenomenon, we can see that the cartridge does not contain tar.

MOK HNB review

MOK’s exclusive COO cart treats the tobacco in a disordered way, resulting in more rich smoke and more tobacco flavor. In the cooling section of carts, two layers of PLA film are used for wall-to-wall cooling, and the temperature of smoke is suitable.

From the health point of view, the heating temperature of heat not burn is about 300 ° and the combustion temperature of traditional tobacco is between 800-900 °. It is a kind of low-temperature heating, and there is no complex chemical produced by combustion. Therefore, it is a new type of harm reduction product, occupying a relatively high market share in Japan, South Korea and other markets.

V. Cleaning

MOK HNB review

Since the heat not burn product will produce carbon or other impurities in the use process, it needs to be cleaned and maintained frequently. MOK kit comes with two tools: cleaning brush and cleaning cotton. The cleaning brush is suitable for handling the obvious impurities stuck on the surface and bottom of the heating needle, while the cleaning cotton comes with a small amount of alcohol, which is suitable for deep cleaning and disinfection.

MOK’s excellence in detail can be seen from these two accessories. The brush of the cleaning brush is neat and exquisite. Clean cotton is made in Japan, and each one is sealed with aluminum foil. It is worth noting that when cleaning, it is necessary to ensure that the device is in a cooling state, the cleaning action should be gentle, and the force should not be too strong.

[overall experience]

MOK HNB review

The overall size of MOK is small and light, the charging and heating time is relatively fast, and the battery cycle life is up to 10000 times. MOK split design, the device can be heated in one or two carts, and the charging box can charge the device 20 times. In addition, the new needle heater structure does not need to be damaged due to torsion.

MOK, as the first heat not burn device of China Tobacco Hubei, has the following disadvantages: the heating needle and the base are fixed as a whole, can not be separated, and it is not convenient to replace (of course, the probability of its damage is very small); secondly, there are fewer accessories around, and less playability.

But on the whole, MOK is excellent in design, workmanship and user experience. Even compared with the overseas IQOS or other domestic HNB products of China tobacco, it is a leader. I recently learned that MOK mini, a new version of MOK, has been launched. Let’s share it with you next time!

Where to buy MOK e cig


Leave a comment below to get more information about MOK or buy it.

MOK makes its Philippines entry officially for further international market development

On November 9, 2019, China Tobacco Hubei new tobacco product MOK and its cartridge brand COO were officially released in the Philippines, declaring that the internationalization process of Hubei China tobacco HNB products has once again taken a milestone step. This is another breakthrough made a year later since MOK was released in South Korea last November.MOK makes its Philippines entry

New breakthrough, MOK and COO officially landed in Philippine Market

On the evening of November 9, the “MOK LANDS IN MANILA” and China Tobacco Hubei HNB brand MOK sets and COO cartridge product launch conference was officially held in Bonifacio international city, the financial center of Manila, Philippines.

MOK makes its Philippines entry MOK makes its Philippines entry

Guests gathered at the conference. Gao Qiang, general manager of China Tobacco Hubei , leaders of China Tobacco International Hong Kong company, dealers from many countries in the Asia Pacific region, and social network influencers were invited to attend the conference. The press conference was co hosted by China and the Philippines. The female host was Mala Aquino, a well-known TV sports program host in the Philippines. The male host was Luo Xiaofei, MOK project team of China Tobacco Hubei International Business Department. The product launch atmosphere was hot and lively.MOK makes its Philippines entry

At the conference site, the environment layout is dreamy and has a sense of science and technology. The guests felt the unique charm of MOK&COO at the conference site from a close distance. They also understood the “high starting point, unconventional, leaping” R & D road of China Tobacco Hubei new tobacco products through the speech of General Manager Gao Qiang, gave a brief introduction to the market of MOK&COO in the Philippines, which expressed their strong strength in new tobacco products and their international vision, and their confidence in future development.

MOK makes its Philippines entry MOK makes its Philippines entry

The internationalization process of MOK&COO is advancing steadily

MOK&COO are the strategic HNB products launched by China Tobacco Hubei focusing on the future layout of the new tobacco market. They are the pioneering work of China Tobacco Hubei to cope with the changes in the future cigarette market, actively innovate and change, and insight into the future consumption trend. They are also the embodiment of the confidence of China Tobacco Hubei to be brave in the broader international arena and face the competition.

Since 2016, HNB market has been in the ascendant. The new tobacco products represented by IQOS are rapidly popular in the Asian market. Behind this is the rise of low harm, personalized consumption demand and the change of future tobacco consumption trend.

Facing the new trend, only actively seeking change can win the initiative and occupy a place in the new tobacco market competition in the future. With a keen sense of market and strong scientific research strength, China Tobacco Hubei began to speed up the pace of research and development of new tobacco. In fact, since 2012, China Tobacco Hubei has begun to embark on the R & D and product preparation of new tobacco products.

In 2018, at the Forum on new tobacco products in the industry, the State Tobacco Monopoly Bureau pointed out that industry enterprises should focus on technological advantages, product advantages and sales channel advantages to promote the R & D and innovation of new tobacco products, and at the same time focus on the expansion of international market.

With clear policy support and direction guidance, the development of new tobacco products in Hubei Province has entered the fast lane. MOK has built a technical system with the core of “needle heating – rotary press extraction – original cooling structure”, and has made major breakthroughs in many key core technologies, with a number of independent intellectual property rights.

MOK makes its Philippines entry

At the same time with technical research, MOK device & COO carts have made steady progress in international expansion.

In November 2018, China Tobacco Hubei MOK & COO officially landed in the Korean market, opening the “overseas pioneer” tour of new tobacco products. The MOK 1.9 generation of split type device was launched in South Korea, and there are five colors for consumers to choose freely;

MOK makes its Philippines entry

In the first half of 2019, MOK launched a more fashionable, compact and convenient integrated MOK mini product, which opened a new trend of “convenient and instant”. Once it was launched in South Korea, it quickly became popular.

In June 2019, MOK & COO sponsored UMF international electric music festival to show the brand charm to 300000 audiences and millions of fans around the world.

In August 2019, MOK & COO made further efforts to enter the Tourist Resort Maldives in August this year, and won four advertising billboards in the 2022 World Cup qualifier on the evening of September 10, to cheer for the national football on the spot.

mok world cup

In November 2019, on the first anniversary of the overseas market exploration of new tobacco products of China Tobacco Hubei, MOK & COO officially entered the Philippines. After South Korea and the Maldives, MOK went to the upper place to further promote the strategic layout of the internationalization of MOK and COO.

MOK makes its Philippines entry

MOK’s Philippines entry is of great significance to achieve a win-win situation

At present, the Philippines is one of the countries with rapid economic development in Southeast Asia, and it is also an important new tobacco consumption market. The total population of the Philippines is about 106 million, accounting for 61.1% of the population aged 15-64. Among all Southeast Asian countries, the Philippines has the largest net population of young people. Young people’s pursuit of personality, fashion, attention to new things and huge desire for consumption also directly promote the huge consumption potential of new tobacco products industry.

In 2018, the Philippine government passed a bill aimed at reducing the consumption of traditional tobacco by using e-cigarettes, which to some extent promoted the development of e-cigarettes. In particular, HNB products, with a higher sense of technology and lower harm, become the new favorite of young people. This time, MOK and coo smoke bombs entered the Philippine market at the right time. High-quality products, leading technology, personalized product style will fully meet the needs of Philippine consumers for high-quality HNB products.

In order to fully meet the needs of Philippine consumers, MOK device (split generation 1.9 products and MOK mini) and COO carts (original taste, mint and pop bead taste) will be fully launched in the metropolitan area of Manila, Philippines. Many mainstream convenience store chains, large shopping centers and duty-free stores will be sold simultaneously. In the near future, more innovative MOK One and MOK 2.0 will also appear. Cartridge COO is also stepping up the development of a variety of flavor products.

The gradual spread of MOK and COO in the Philippines will be a win-win process for the development of the Philippine market and MOK. On the one hand, the consumption demand of young consumers will be further activated; on the other hand, the successful layout of the Philippine market will provide MOK with strong confidence and momentum in the market development of Southeast Asia, which gives us more hope for the future international development of MOK.

Where to buy MOK e cig

MOK Mini by China Tobacco Hubei lands in the second largest HNB market

MOK Mini is launched in Korea

In Korea, the new tobacco market is expanding. KT&G, BAT Korea and PMI are the three giants of the Korean market. In addition, there are many small companies are also trying to share the profits, and the competition there is very fierce.

According to Korean media reports, the brand MOK of Hubei Zhongyan Co., Ltd. launched a new generation of heat not burn product named MOK mini.

This is not the first time that MOK has debuted in the Korean market. As early as the end of October 2018, Jiangnan District of Seoul, Korea witnessed the launch of MOK products. MOK soon was sold in 200 offline stores in Seoul and opened its first flagship store on New Shadong Mall.

The upgraded version of MOK Mini is very in line with the popular trend in the Korean market – portable integrated devices. Each cartridge only needs 12 seconds of heating time, and after 1 hour and 30 minutes of full charge, up to 12 cartridges can be used continuously. The amount of smoke produced by MOK Mini is abundant, which is no different from that of burning cigarettes. The ceramic material used properly emphasizes the soft curves of the device and makes it more design-oriented. On this basis, LED keys are added.

Hubei China Tobacco released the latest heat not burn product in Korea, cooperating with the specially developed cartridge COO, MOK has gained a place in the expanding domestic market of Korea by developing new types of tobacco.

The price of the device is 49,000 won, which is about $41. The price of a cartridge COO is 4,500 won like $4.

Above is the price of mainstream heat not burn products in Korean market. lil is 95000, glo is 90000, and iQOS has the highest price, 120 000 won. The price of a cartridge of the vape is 4300 won. It can be seen that, by contrast, MOK MINI has a great advantage in price.

Korean New Tobacco Market Keeping Growing Trend

According to the Ministry of Planning and Finance of Korea, in the first quarter of 2019, sales of heat not burn products (excluding steam-type electronic cigarettes) were about 92 million units, an increase of 33.6% over the same period last year.

The share of heat not burn products in the overall tobacco market also rose from 2.2% in 2017 to 9.6% in 2018, accounting for 24% of world sales, ranking second in the world, after Japan. The Korea Institute for Health Promotion and Development (KHIDA) Anti-smoking Research Center predicts that this figure will reach 26.7% in 2019.

Since November 2014, the new heat nor burn products first appeared in Japan, iQOS in the Korean market began to be sold in May 2017. Traditional cigarettes burn at a temperature of about 600 degrees. However, new technologies used to heat not burn products can generate nicotine-containing vapor by heating them at low temperatures through electrical energy and special tobacco materials.

Heat not burn products has always been a social controversy about the advantages and disadvantages of health, related experiments have been underway, the Korean government and tobacco companies also have their own views. However, convenience and smokeless flavor make heat nor burn the first choice for consumers.

At present, the main active products in the heat nor burn market in Korea are iQOS of Philip Morris International, lil of KT&G and glo under BAT Korea brand. But the growing market has attracted more overseas brands to enter Korea. For example, after the Japanese brand jouz landed in Korea, sales far exceeded expectations, which can be regarded as a successful case of overseas e-cigarette brands in Korea. New tobacco practitioners in South Korea say that with the influx of many new brands and the expansion of consumer choice, the market size will become bigger and get more mature.