IQOS (heated tobacco) replaces vaping as the next cigarette alternative

Trying to keep a foothold in a shrinking U.S. market, Big Tobacco has introduced a new smoke-free product that it says is closer than ever in taste, feel and smell to traditional cigarettes.

And for the first time ever, the U.S. Food and Drug Administration will allow the company, Philip Morris, to market its electronically heated tobacco product as one that “significantly reduces the production of harmful and potentially harmful chemicals” even as it delivers roughly the same amount of nicotine found in cigarettes.

Philip Morris International’s IQOS is a heated tobacco product. The device heats a tobacco stick to 350 degrees Celsius, but does not burn it — creating a vapor that delivers a nicotine hit. In contrast, vaping or  e-cigarette devices, like those made by Juul, heat flavored liquid that often contains nicotine.

IQOS (pronounced EYE-kose) lasts about six minutes or 14 puffs — roughly the equivalent of a cigarette.

While the tobacco giant promotes it as a less-harmful alternative to cigarettes, some public health experts worry that IQOS will become yet another means to extend smokers’ tobacco habits and appeal to American youth, driving up future health costs and tobacco-related deaths.

Martin King, CEO of PMI America, told Bridge the strategy is to appeal to current smokers, not teens. PMI is launching the product with Altria Group. Altria and Philip Morris split in 2008, but have a joint licensing agreement for IQOS.

IQOS first stepped into the global marketplace in Japan in 2014. At least one study, published last year in the peer-reviewed journal, Tobacco Control, suggests that the IQOS did, in fact, cut into traditional smoking rates, with cigarette sales beginning to “substantially decline” after the introduction of IQOS in all 11 areas in Japan researchers examined.

“We took huge amounts of market share from the competition by being very successful with this product,” King said. “And that allows you to be very successful and very profitable with the market without actually growing the total number of nicotine users.”

IQOS has since expanded to dozens of other countries and most recently stepped into the U.S. via Atlanta; Charlotte, N.C.; and Richmond, Va. In its second-quarter earnings report July 28, Altria announced it would expand to four more U.S. markets in the next 18 months.

King wouldn’t say if Michigan is one of those markets, but PMI America spokesman Corey Henry said the company is reaching out to “have conversations” in Michigan and other markets where “there is a pretty active debate on the best way to regulate new products.”

Michigan made national news last year when, in an unexpected move, Gov. Gretchen Whitmer banned all nicotine-vaping products — a move she said was intended to protect youth. Other states followed suit.

But vaping enthusiasts and business owners fought the ban, arguing that  e-cigarettes helped reduce risk, enticing smokers from more harmful combustible tobacco. The ban is still tied up in the courts.

IQOS received a boost in July from the federal government.

On July 7, the U.S. Food and Drug Administration announced Philip Morris could market IQOS as a product that exposes users to less harmful chemicals than traditional cigarettes, an order that drew some blowback from the medical community.

Only IQOS and one other tobacco product has been deemed a “modified risk tobacco product,” a legal designation under the 2009 Family Smoking Prevention and Tobacco Control Act.

The other is a SNUS product by Swedish Match USA, Inc. — a small pouch with tobacco that users slip under their lips. Others are seeking the same designation, including R.J. Reynolds Tobacco Co. for its SNUS product.

But the July 7 IQOS decision for Philip Morris went even further than the legal designation Swedish Match carries. It allows Philip Morris to promote the product as one that “significantly reduces the production of harmful and potentially harmful chemicals.”

Studies show switching completely from cigarettes to IQOS “significantly reduces the body’s exposure to 15 specific harmful and potentially harmful chemicals,” according to the FDA order, which must be renewed after four years.

Still, the FDA made it clear: The agency has not deemed the product safe, and Philip Morris must stop short of saying that it reduces health “risks.” It also must report to the FDA its “efforts to prevent youth access and exposure.”

Concerns on its appeal to teens

The FDA decision was little noticed, but could mark a significant shift in keeping tobacco products relevant in a country where public health messaging, social pressure and cost have driven smoking rates to a historical low, according to the U.S. Centers for Disease Control and Prevention. Even so, more than 480,000 people in the U.S. die annually from cigarette smoking (1,300 a day), with millions more suffering from related illnesses, according to the CDC.

Michigan has the 16th highest adult smoking rate in the country. According to the CDC, 18.9 percent, or nearly 1 in 5, Michigan adults smoke, compared to 25.2 percent, or 1 in 4 adults in West Virginia, the state that lights up most often, and 9 percent, or fewer than 1 in 10 adults, in Utah, which logs the lowest smoking rates in the nation.

The CDC reports that Michigan high school students vapesmoke and use smokeless tobacco at higher rates than the national average. It also warns that too little is known about heated tobacco to make health claims.

All of which puts tobacco opponents are on alert.

Carolyn Chaudhary works with community organizations for the Michigan Department of Health and Human Services, especially those with a youth focus, to drive down tobacco use among youth. For the past year, she’s alerted them about heated tobacco. She and others worry that marketing that depicts the product as “sophisticated, high-tech and aspirational” may appeal to teens and young adults.

She noted that the Truth Initiative, a nonprofit public health organization focused on tobacco prevention, found in interviews with young adults in Japan and Switzerland that heated tobacco products such as IQOS “may appeal to consumers, particularly within cultures that value cleanliness, exclusivity and high tech appearances.”

The devices also sidestep bans on indoor smoking, and it’s not clear to what extent nonusers then may be subjected to toxins released in the heated tobacco, she noted.

The U.S. Food and Drug Administration has granted permission to market a new IQOS heated tobacco system that exposes the user to fewer chemicals than cigarettes. (Photo courtesy of PMI America)
The U.S. Food and Drug Administration has granted permission to market a new IQOS heated tobacco system that exposes the user to fewer chemicals than cigarettes. (Photo courtesy of PMI America)

The product may reduce risk for individual smokers if it can help them step away from cigarettes, then eventually quit tobacco altogether, said Ken Warner, dean emeritus at the University of Michigan School of Public Health.

But from a larger perspective, these new products can harm overall public health if they hook formerly non-users and young people, or if they keep cigarette smokers — who otherwise might ultimately quit altogether — addicted for a lifetime.

Warner also is a founding member of the board of the American Legacy Foundation, the group assigned to divvy up the multibillion-dollar 1998 settlement between the tobacco industry and 46 states.

Big Tobacco’s marketing budgets and talent are vast, he said: “One of the things I worry about is: If we can get people to exchange cigarettes for  a modified risk tobacco product, are they going to be able to get off those lower-risk products as well?”

IQOS launched Marlboro heavy mint flavor in Japan

Japan is the world’s largest heating non combustion market. Iqos will be launched in Japan for the first time.

According to reports, iqos recently released a new flavor in Japan: Marlboro heavy mint.

IQOS launched Marlboro heavy mint flavor in Japan
Marlboro MINT

The amount of mint is higher than that of concentrated mint, and the taste is cooler than that of concentrated mint. It is priced at 530 yen in Japan and listed in 9 iqos stores.

Peppermint
Peppermint

There are 9 iqos stores in Japan, which are located in Sapporo, Sendai, Harajuku, Ginza, Nagoya, Meitian, xinzhaiqiao, Hiroshima, Fukuoka.

IQOS’ Reduced-Risk Label Victory Shows Altria’s Dual E-Cig Track Was the Smart Play

News that Philip Morris International (NYSE:PM) was awarded a reduced-risk label for its IQOS heated tobacco device indicates Altria (NYSE:MO) was smart to have a backup plan in place for the electronic cigarette market.

Because its investment in JUUL Labs has all but blown up in its face, Altria’s ability to still profit from e-cigs through its IQOS marketing and distribution agreement with Philip Morris shows why a company should not put all of its eggs in one basket.

Betting on the top two horses

Altria had no way of knowing which horse would win the e-cig race. While the deal with Philip Morris came first as they agreed to jointly pursue reduced-risk product development for eventual manufacture, marketing, and distribution, the phenomenal success the global tobacco giant enjoyed when it launched the IQOS device in Japan hasn’t been quite the same elsewhere in the world, though acceptance is still very positive.

There was also no knowing how it would perform in the U.S., since JUUL Labs had come from out of nowhere to run away with the market, eventually owning more than 80% of e-cig sales.

The wild card was the proposed draconian U.S. Food & Drug Administration (FDA) regulations that promised to crush the e-cig industry, if not completely wipe it out.

Yet since e-cigs are viewed by much of the rest of the world as beneficial in helping smokers give up traditional cigarettes, there was a good chance the industry would survive, so Altria’s decision to back both the leading domestic brand and the international favorite was a smart bet to make.

A lot of unknowns

It took the FDA over two years to approve the Philip Morris application to just be able to sell the IQOS in the U.S. under Altria’s Marlboro brand as HeatSticks. That it’s been nearly four years to get a decision on its reduced-risk efficacy shows the high hurdle other e-cig manufacturers face.

To date, only British American Tobacco (NYSE:BTI) has submitted an application for e-cigarette marketing approval, for its Vuse e-cig (it submitted two additional applications this past April for its Vibe and Ciro brands). With the fall deadline fast approaching, no e-cig maker has submitted one to earn a modified-risk designation.

Although JUUL promises it will also be submitting a marketing application for its device, there is significant doubt about whether it can get approved. The FDA has come after JUUL with a vengeance for its alleged marketing of its e-cig to teens, so much so that the agency’s former commissioner has expressed doubt it can succeed.

The run of the field

None of this was apparent when Altria made its $12.8 billion investment in JUUL, which has since seen three quarters of its value wiped out. But now that the heated tobacco device has earned the reduced-risk label, which says it is less harmful than cigarettes if users completely give up smoking, it has a marketing advantage over any other device that may be approved for sale. Maybe now the tobacco giant will accelerate IQOS availability.

Although Philip Morris won approval last year, Altria has slow-walked the rollout of the device, so it is being sold in just a handful of markets at the moment.

It’s unlikely there will be much competition. It was estimated that the Philip Morris application was a million pages long and cost millions to produce, while British American said its application included 150,000 pages of supporting documents. Most small manufacturers won’t have the financial ability or scientific acumen to comply by the deadline, meaning their products could be pulled from store shelves.

The winning play

Altria and Philip Morris International may end up with almost the entire e-cig market to themselves. Even if British American Tobacco is successful in getting approved, the IQOS will have a competitive advantage from being the only e-cig on the market that the agency has acknowledged “could help addicted adult smokers transition away from combusted cigarettes and reduce their exposure to harmful chemicals” if they completely switch. That’s the case even though the FDA has explicitly said that IQOS isn’t safe and urges those not currently using tobacco not to start using IQOS either.

The JUUL Labs investment was an expensive insurance policy that was necessary to make, but now Altria can focus all of its attention on IQOS and growing it into the major cigarette alternative in the country.

British American Tobacco Initiates Patent Litigation against iQOS

British American Tobacco (BAT) said on Thursday that it has sued PMI’s companies in the US and Germany, alleging that the tobacco heating technology used in its iQOS device infringes its own patents.

British American Tobacco said it has filed two patent infringement lawsuits against PMI in the United States, one through the International Trade Commission (ITC) and the other in the United States Federal Court of Virginia in order to seek remedies for damage, and a ban on importing the product.

British American Tobacco’s lawsuit against Philip Morris International in Germany and the United States focuses on the heater technology used in iQOS.

British American Tobacco says this is an early version of the technology currently used in its global tobacco heating devices. The company has plans to launch products worldwide in Germany this year.

British American Tobacco spokesman Will Hill said in a comment that if they win, unless Philip Morris agrees, they may obtain an International Trade Commission (ITC) exclusion order to prevent the import of iQOS to the United States.

British American Tobacco Initiates Patent Litigation against iQOS

Philip Morris International started selling iQOS in the US last year. The device is currently the only heat not burn product approved for sale in the United States.

Philip Morris International said in a statement that we have seen media reports that British American Tobacco has filed legal proceedings, but has not yet assessed its allegations. “However, we can say that we will defend ourselves vigorously.”

British American Tobacco said the cases of the International Trade Commission (ITC) and the District Court will be dealt with separately, and the court’s judgments are not dependent on each other.

In the UK, British American Tobacco said it was responding to the validity of Philip Morris ’patents in response to Philip Morris America ’s lawsuit against British American Tobacco in Japan.

At present, British American Tobacco has not disclosed the amount of compensation required in all cases.

£39 IQOS Menthol Kits rollout by PML

IQOS menthol kits come with IQOS 2.4 latest version device & a charger, 2 packs of menthol flavor cartridges. This heat-not-burn kit is sold at £39 in the United Kingdom.

Iqos tobacco heating system is an alternative to smoking that heats tobacco rather than burning it, providing smokers with a real tobacco taste and satisfaction.

IQOS similar product: glo

Japan IQOS3 DUO 5th generation review & comparision

This is the new IQOS 3 DUO. And there will be an upgraded version of “IQOS3 DUO” in less than a year. I was surprised by its release to sale.

Although this is the new IQOS3 DUO, the appearance completely inherits the appearance of IQOS3 and the performance has also been improved.

This time, I will give you the first appearance from the details to the iqos review.

IQOS 3 DUO release date: November 5

Color: warm white, golden light, star blue, grey wool, warm copper

New style features are easy to understand!

Support continuous use → can be used continuously 2 times
Shortened charging time → 1/2 of the previous
For IQOS3, you must charge the device every time you smoke, but the IQOS3 DUO mouthpiece can be used twice in a row.

The charging time is from 3 minutes and 40 seconds to 1 minute and 50 seconds. Shortened to 1/2.

The packaging and form are largely the same as IQOS3, but there are some differences, so I will introduce more details.

Accessories when IQOS 3 DUO is opened

This time, I chose the warm color of the new color that appeared in DUO. It is very beautiful from the physical point of view, so it is recommended.

Japan IQOS3 DUO fifth generation review & comparision

This time, we chose new colored warm copper from DUO. I recommend it because it’s beautiful when viewed in real life.

When the door box is opened, the accessories are beautifully stored.

Japan IQOS3 DUO fifth generation review & comparision

It’s exactly the same as IQOS3, but no matter how many times you watch it, it’s OK to have a sense of quality.

This is exactly the same as IQOS3, but it feels very advanced no matter how many times I watch it!

I lined it up

Japan IQOS3 DUO fifth generation review & comparision

The device, Type-C charging cable, charging head, maintenance tools, instruction manual.

What’s changed? The appearance and content of DUO

Japan IQOS3 DUO fifth generation review & comparision

Number of continuous smoking ~~~~ 2 times

Draw times ~~~~ 20

Smoking time ~~~~~ 6 minutes / 14 draws

Warm-up time ~~~~ about 20 seconds

Device charging time ~~~~ 120 minutes

Charging time of device ~~~~ 1 minute 30 seconds

Price ~~~~ 10,800 yen

Considering that the previous models can not be used continuously, it takes 3 minutes and 40 seconds to charge, so the new model is very easy to use.

Although it is easy to explain clearly, it is obvious that continuous use is very important. Supporting two consecutive use can satisfy many people’s desires. (Of course not many.)

Support continuous use of large-capacity type IQOS3 DUO; 10 small models of continuous use MULTI; low-price IQOS2.4Plus, clear characteristics and easy selection.

Let’s take a look at the appearance of warm copper.

Japan IQOS3 DUO fifth generation review & comparision

The lower part of the device is equipped with a USB Type-C interface from IQOS3. Please do not mind the direction of the charging port.

Japan IQOS3 DUO fifth generation review & comparision

The LED indicator and power button are on the top.

Press the side door and it opens.

Japan IQOS3 DUO fifth generation review & comparision

Only the door cover is made of metal. This part can be replaced by a magnet. Can be customized using separately sold accessories.

Japan IQOS3 DUO fifth generation review & comparision

For IQOS3 DUO / IQOS3. By the way, the size and appearance are the same.

Japan IQOS3 DUO fifth generation review & comparision

So far, the models that support continuous use are still scarce. Although the capacity is different, it is different from the small multi.

Japan IQOS3 DUO fifth generation review & comparision

21g of heating rod is very chic when smoking.

IQOS3 looks slightly different

IQOS3DUO and IQOS3 are not exactly the same because they are almost the same.

The difference is the status light,

Japan IQOS3 DUO fifth generation review & comparision

The status light of the new charger has been added.

There are also concerns.

Japan IQOS3 DUO fifth generation review & comparision

The new model can keep track of the number of consecutive puff number by LED lights. This is a small thing, but it should be the only big difference 🙂

How to use IQOS3 DUO

Here are the differences between the two. First, let’s charge it well the first time.

Japan IQOS3 DUO fifth generation review & comparision

The long and narrow LED light is divided into 4 parts. One light is below 25% of the charge.

2 lights 50%
75% remaining is 3 lights
100% full 4
Light up 2 and it can be used continuously [Change Points ①]

Japan IQOS3 DUO fifth generation review & comparision

From here is the biggest charm of the new style.

Because it lights up two, it supports the power used twice.

First press and hold the button to turn the power on / off. When this button is pressed, the remaining charge and status can be confirmed.

Japan IQOS3 DUO fifth generation review & comparision

Even if the heating rod is removed, the charging status can be confirmed. If used once, only one LED will light up.

This is a major feature now.

How to use

Japan IQOS3 DUO fifth generation review & comparision

Insert the cartridge straight. Long press the power to start heating, and the warm-up time is about 20 seconds. (Vibration means ready to use)

Japan IQOS3 DUO fifth generation review & comparision

After use, lift the lid of the heating rod and remove the cartridge. This is important, if you remove it directly, the tobacco leaves will remain inside.

In this cycle, clean the inside with maintenance tools after 1 box of catridges are consumed. (Lazy manners will lead to burnt and smelly!)

Shortening of charging time [change point ②]

Japan IQOS3 DUO fifth generation review & comparision

Control the focus of charging,

The heating rod is magnetic in the charger and can be done without worrying about direction
After storage, the main body will start charging automatically
One to two LEDs → Turns off when two are on.
If the charge is full, you can use more than 20 catridges.

IQOS3 duo charging time ~~ 1 minute 50 seconds

IQOS3 charging time ~~ 3 minutes 40 seconds

By the way, it takes about 4 minutes and 10 seconds to charge the IQOS2.4 Plus.

IQOS3 DUO is about 1 minute and 50 seconds. Although overwhelming changes have been achieved, I think there will actually be some differences

Why is there a difference in use time

Japan IQOS3 DUO fifth generation review & comparision

The use of IQOS is 6 minutes, or 14 puffs.

For example, what if two people use it this way?

1. A Mr. A completed in 3 minutes
2. Mr. B who used up 6 minutes
In this case, I think the battery consumption is completely different.

Actually, no matter how many times I measure, I can’t get the same result

PS: (This is my opinion, not the official announcement)

IQOS 3 DUO summary

Japan IQOS3 DUO fifth generation review & comparision

1, easy to use. Only 1/2 charging time in normal use! Without a doubt the best result in IQOS history.

2, support continuous use. 1/2 charging time becomes so usable! This is by far the best IQOS

Where to buy IQOS 3 DUO

IQOS underground battle in China

Two groups of people have been arrested by police in Shenzhen electronic cigarette circle recently: one is the smuggling of IQOS, the other is the copy of IQOS.

In the first decade of the birth of electronic cigarettes, vape products dominated almost the whole emerging tobacco market. Until the end of 2014, a heat not burn electronic cigarette called IQOS was sold in Nagoya and Milan. In just four years, IQOS has entered 47 countries and regions worldwide and generated $4.096 billion in revenue for Philip Morris International Inc. over the past year.

IQOS underground battle in China

Some people call it the most successful new tobacco product in recent years, and its momentum is no less than that of Juul, the American electronic cigarette unicorn company. At the end of 2018, Juul was valued at $38 billion after being acquired, and the acquirer was the Philip Morris International, which was renamed Altria.

Too many e-cigarette companies want to become China’s Juul, but few determine to be the next IQOS. Technology, patents, policies and other restrictions, so that HNB products can only accommodate a very small number of giants. In China, there may be only one player in the end.

The self-revolution of tobacco giants

In order to quit smoking, Zhang Ping, a HNB manufacturer, tried all kinds of electronic cigarette products, but failed. Until the end of 2017, a friend heard that he was suffering from smoking addiction and gave him an IQOS. Zhang Ping’s smoking cessation plan finally worked out. He felt uncomfortable when he returned to traditional tobacco after using IQOS for less than a week . To this day, he has not picked up traditional cigarettes.

The so-called HNB is to use electronic device to heat tobacco to a lower temperature by burning cigarettes, so that tobacco releases nicotine without producing smoke and soot. Another kind of e-cig products named vape takes atomizer as the core, heating and atomizing the e-liquid containing nicotine to avoid the occurrence of harmful gases such as tar.

Although they are also called electronic cigarettes, there are still significant differences.

Firstly, the price of HNB products is high, and the device is close to 1000 yuan. The price of each pack of cigarette cartridge sales price ranges from 150 to 400 yuan. Vape seldom exceeds 300 yuan, and cartridges do not exceed 50 yuan, which is equivalent to about two packs of cigarettes. On the other hand, the HNB products consume real tobacco, and the vape uses manually prepared vape juice. Zhang Ping said, “Although it also contains addictive ingredients such as nicotine. the transmission efficiency and subsequent satisfaction differ greatly.”

IQOS underground battle in China

Zhang Ping made an analogy, “If traditional tobacco is regarded as spicy Sichuan cuisine and Cantonese cuisine is lighter like HNB, then vape product is just a tasteless fruit salad.”

“Despite generations of innovations, the flavor of vape products are improving day by day. In the eyes of many smokers, this is a gadget, not a cigarette, and has no comparability with IQOS.” Zhang Ping said.

However, Vape.HK can barely agree on this. I smoked the traditional cigarettes for over 10 years but after I tried the vape, I quit smoking immediately though I didn’t even have a thought to quit. The strong nicotine strengh in vape made me dizzy which I had never experienced in traditional cigarrettes. Much better than smoking. I bet Zhang Ping bought the 0 nicotine contained vape or he is the manufacturer of IQOS-like product.

PMI regards IQOS as the focus of future development, rather than the well-known brand of Marlboro, Virginia and other cigarettes. Since 2017, the world’s largest listed tobacco company has redesigned its official website. In the most prominent position on its home page, Philip Morris International has set its own goal: “Design a smoke-free future.”

Of course, for a tobacco company, the “smokeless future” does not mean that tobacco will disappear completely. Maybe tobacco giants will abandon traditional cigarettes if they can continue the flavor and nicotine in other alternative ways.

Mature industries are often difficult to subvert themselves. In the public opinion, the tobacco industry has built up extremely high barriers and enjoyed huge profits in the past 120 years, which is the most unnecessary to make changes.

In fact, the tobacco industry has been plagued with unease for a long time.

More and more people are aware of the harm of smoking to human body. With the promotion of WHO and national tobacco control organizations, global tobacco consumption has been declining since 2011. In the United States, for example, statistics from the Centers for Disease Control and Prevention show that the smoking rate among adults in the country dropped from 23.2% in 2000 to 15.5% in 2016. To compensate for the decline in sales, tobacco companies had to raise prices, but this was clearly not a long-term solution.

IQOS is an alternative offered by Philip Morris International. It has been inferred that the product name is the acronym “I quit ordinary smoking” (I quit traditional cigarettes). According to its official website, IQOS contains 90% to 95% less harmful substances than traditional cigarette smoke after burning. IQOS mainly provides adult smokers who are unwilling to quit smoking as alternatives to cigarettes.

In 2016, with the introduction of an entertainment program, IQOS’s attention in Japan soared, and its market share increased from less than 1% to 13.9% in two years.

At the same time, other tobacco giants are also trying to enter the HNB areas. Japan Tobacco Co. completed its acquisition of Ploom and its patents in early 2015, started developing HNB products, and then launched Ploom Tech. British and American Tobacco introduced a HNB product called Glo into Sendai, Japan, at the end of 2016, accounting for 5.4% of the local convenience store chain’s sales in just 10 weeks.

IQOS underground battle in China

However, PMI still has a long way from its dream of a “smoke-free future”. IQOS sales fell for the first time in the first quarter of 2018, with shipments in East Asia and Australia falling by 48% annually. In Korean and European markets, IQOS has maintained a relatively fast growth rate, but the Japanese market is clearly facing bottlenecks. As of March 2018, HNB products have successfully transformed more than 30% of smokers in Japan, and the road ahead is bound to be more difficult.

Finding a new market is imminent. On April 30, 2019, Philip Morris International ushered in a turning point. After more than two years of waiting, the FDA issued a document on its official website, formally approved the application for IQOS entry into the US market. PMI HNB IQOS, original and mint-flavored cigarette cartridges are legally sold in the United States.

Judging from IQOS’s past record, PMI may soon be able to pocket the revenue of the U.S. market. So far, the world’s major tobacco markets are under PMI’s control, and they can finally describe their “smoke-free future” in a broader scope, except for China.

The dilemma of China Tobacco

In China, the tobacco industry practices a monopoly system. The Tobacco Monopoly Law of the People’s Republic of China and the Regulations for the Implementation of the Tobacco Monopoly Law promulgated in the 1990s established the national tobacco monopoly system at the legal level.

IQOS tobacco cartridges contain tobacco, which naturally belongs to the monopoly system. Any transaction of IQOS tobacco products is illegal. According to incomplete statistics, in 2018, the customs anti-smuggling department investigated 70 cases of heating non-burning smuggling, with a value of 540 million yuan. The tobacco Department filed 557 cases and seized 220,000 heating non-burning cigarette cartridges.

An e-cigarette practitioner told us that not long ago, a group of IQOS smugglers in Shajing District of Shenzhen were captured by relevant authorities. These people are mainly engaged in the domestic electronic cigarette trade, since the Internet brand entered the industry, business has become more and more difficult, so they desperate to sell IQOS cigarette cartridges to make money.

On the other hand, IQOS users clearly feel that cigarette catridges are becoming more and more difficult to buy, and prices have been rising. At the beginning of the year, the price of a Marlboro cigarette cartridge was around 320 yuan, and recently it rose to 380 yuan per item. In Japan, the price of the same cigarette cartridge is about 280 yuan, while the price of the duty-free shop is lower, about 240 yuan per item, but each person is limited to 10 items. It is not illegal for consumers to buy cigarette cartridges from Japan for their own use, but trafficking is suspected of smuggling and illegal business operations.

Cartridge sellers revealed that the vicious competition in the industry is fierce, with peers using fishing techniques, first to buy cartridges from others, and then report. As a result, cartridge sellers usually sell products in one place then run to another place, hold shop accounts of multiple e-commerce platforms, and name their products “Ration” with a pet photo to cover them.

After the popularity of IQOS in Japan in 2016, domestic stars, influencers and trendsetters began to try this new product, and IQOS gradually played a brand in China. Before the rise of e-cig trend in 2019, people talked about e-cig, more referring to IQOS, a HNB product produced by Philip Morris International. Nowadays, under the blockade of policies and laws, there are still many illegal traders engaged in smuggling business, and the supply of IQOS cigarette cartridges is in short supply.

China Tobacco is not without any thoughts. Relying on the largest number of smokers in the world, China Tobacco surrendered more than 1 trillion yuan of state finance in 2018. In recent years, the sales of traditional Chinese tobacco have not declined significantly. On the premise of ensuring income, China Tobacco lacks the momentum for innovation. Compared with the 13% penetration rate of e-cigarette users in the United States, less than 0.5% of the 350 million Chinese smokers use e-cigarettes. It is still too early to talk about the impact to traditional cigarettes.

IQOS underground battle in China

China Tobacco’s e-cigarettes try stays at the research level. A person close to China Tobacco told us that as early as around 2008, China Tobacco had studied new types of tobacco internally, but these products would not be sold in the domestic market.

Until 2014, China National Tobacco Corporation (CNTC) formally launched a new type of tobacco industry. Yunnan Tobacco, Shanghai Tobacco, Jilin Tobacco and other companies began to study e-cigs in this year.

At the end of 2017, Sichuan China Tobacco launched the brand “Kuanzhai Kungfu” of heating and non-burning. Because there are no laws and regulations to regulate such products in China, they can only be listed abroad and exported to Korea and Japan.

Subsequently, China Tobacco companies from all over the world have made great efforts. Yunnan China Tobacco’s MC low-temperature HNB product signed an overseas distributor in April 2018; Guangdong China Tobacco’s MU + and ING two HNB products were listed in Laos in July 2018; and Hubei China Tobacco co-operated in November 2017 on research and development of HNB product vinegar mouthpiece.

He Ping, an external supplier, has been cooperating with China Tobacco for a long time. He has tried all the HNB products produced by China Tobacco. According to his trial experience with the people around him, these products are far from the well-known products in the world.

In Heping’s view, China Tobacco’s new tobacco products are not for sales, but a means of brand cultivation. The products themselves are not considered from the perspective of consumers. “This is not a technical problem, but a genetic problem for tobacco industry practitioners, who are not accustomed to bowing to the market.” He Ping said.

The decisive factor for China Tobacco products has never been the market, but the will of a few policymakers. A large number of new cigarettes are put into the market every year, but they fail to satisfy the customers, and finally have to stop production. He Ping told us, “This is the norm, about 1% of the cigarettes on the market can survive. A cigarette from research and development to the market, it needs investment at least billions of yuan.

“It is impossible for China Tobacco to make electronic cigarettes on its own initiative from top to bottom.” An insider close to China Tobacco asserted. Of course, if one day a considerable number of smokers start using electronic cigarettes, requiring HNB products to go on the market, China Tobacco will not be able to sit idly by.

Another more important reason for restricting China Tobacco is that the traditional tobacco industry has been facing the problem of too large tobacco stocks. Since 2014, China’s tobacco purchases have dropped from 47 million to 35 million a year. Some people in the industry reckon that even if tobacco farmers across the country do not grow tobacco for three years, there will be enough still.

The length of the cartridge used in HNB products is only one third of that of traditional cigarettes, and the production of a cartridge consumes less tobacco. Once China Tobacco promotes the development and production of cartridges, it will inevitably put more pressure on tobacco stocks, and even hit tobacco farmers who depend on tobacco cultivation to survive.

Taking Yunnan as an example, tobacco cultivation is the largest pillar industry in Yunnan and one of the main sources of farmers’income and wealth. On October 24, 2018, Yunnan Province completed the task of purchasing and producing flue-cured tobacco in that year. It actually purchased 15.955 million tons of Flue-cured tobacco, accounting for 45.6% of the national purchasing plan. The total income of tobacco farmers reached 23.450 billion yuan.

IQOS underground battle in China

If China Tobacco wants to go abroad and enter the territory of foreign tobacco companies to compete with them for the market, the possibility of victory is weak. Just as it is difficult for foreign tobacco companies to enter China, tobacco companies in various countries have strong territorial awareness and have already established strong barriers through policies and laws. All along, China Tobacco has focused on the domestic market and cigarettes. If those new tobacco going oversea could increase a little, it would be at most a icing on the cake.

The impatient manufacturer

“China Tobacco can wait, we can’t wait anymore.” At the IECIE in 2019, the staff from Huayu Science and Technology came up with such a sentence. Huayu Technology is a wholly-owned subsidiary of Tiancheng (Pacific) Co., Ltd. of Yunnan China Tobacco. It develops HNB device MC and other products for Yunnan China Tobacco.

China Tobacco does not make HNB e-cig device itself. Instead, it cooperates with third-party companies, and the products are labeled as China Tobacco.

In China, HNB cartridges containing tobacco components can only be produced by China Tobacco, and e-cig devices produced by third-party manufacturers are not a complete product in the strict sense. Without cartridges, e-cig devices is even inferior to the lighters.

For such enterprises, holding a semi-finished product and facing policy uncertainty, becoming a partner of China Tobacco is the best solution at present. Although e-cig device is not a franchise and its profit is not higher than that of cartridges with high repurchase rate, cautious practitioners have to consider the possibility that even e-cig device will be included in the control of China Tobacco in the future. In this case, you can first connect with China Tobacco, at least to ensure that you will not lose completely.

It has been three years since IQOS became popular. China Tobacco, who never worries about money, can naturally wait. If for-profit enterprises miss this chance, they may not have the next chance.

In 2019, IECIE occupied four exhibition halls in Futian Convention and Exhibition Center, of which the smallest one was HNB products and related accessories. Just as domestic entrepreneurs rushed into the vapes field after seeing Juul’s valuation of $38 billion, domestic manufacturers were also influenced by the reference model IQOS then began to work.

The domestic HNB e-cig device is divided into two camps, one is the split design which is very similar to IQOS and separated from the device and charger; the other is the integrated device, aiming at a long using time, and it can burn multiple cartridges. Pricing is usually around 599 yuan, nearly a third cheaper than IQOS. Most of the company’s products are aimed at the domestic market, and only 5% or less of them are sold abroad.

At present, the production of such e-cig device is scarcely emiting the smell of Huaqiangbei’s counterfei mobile phone. Because of the excessive convergence of products, business-minded manufacturers will come up with novel selling points, such as making the color of the shell with the current fashion fading color, the ability to adjust the heating temperature in multiple stages, or the device with a display screen that can monitor the status of the device. What’s more, they have also developed a device that’s compatible with both Marlboro cartridges and e-liquid pod.

Zhang Ping has 13 years of experience in the mobile phone industry. Before that, he had run a mobile phone brand. The market is mainly for Vietnam, Myanmar and other Southeast Asian countries. After experiencing IQOS in 2017, he conducted several months of research. At that time, there were less than 20 HNB companies in China, and Zhang Ping felt that there were great business opportunities. After consulting with colleagues in the company, Zhang Ping created the QOQ technology to produce HNB e-cig device equipment.

Not only do his teams come from the mobile phone industry, but 95% of the supply chain of QOQ technology was accumulated in the mobile phone industry before Zhang Ping. Shell, plastic parts and other components can be handed over to mobile phone parts suppliers for production. In HNB e-cig device, only heating parts and chips need to find a special supplier.

The technology industry has specialization, and there are companies specializing in core accessories. At the Shenzhen Electronic Cigarette Show, the manager of a supplier of heating parts waved his hand and pointed to the manufacturers of HNB e-cig device, saying, “More than half of them use our products.” According to the manager, the company has a long history and has cooperated with China Tobacco as early as 7 or 8 years ago.

There are several similar vendors in the venue. Some vendors recommend that their products are “the same” as IQOS and their quality is absolutely excellent. When asked if he was suspected of infringement, the staff said to him, “IQOS won’t care much, they can’t sue everyone”.

Patent infringement is an unavoidable problem of HNB products in China. Some practitioners told us that Philip Morris International has built a thick patent wall for a long time, and it is impossible to develop HNB products around its patent barriers.

If infringement occurs, Philip Morris International won’t ignore it or leave it alone. Two months ago, there was a media report that PMI sued five electronic cigarette enterprises that produced HNB products on two patents of electronic cigarette design patent and invention patent.

Cross-border rights protection is difficult, after Philip Morris International filed a lawsuit against an electronic cigarette company in Shenzhen in 2017 for infringement of design patents. Nine months later, the lawsuit ended with the withdrawal of PMI. There are also more helpless operations, such as changing the name of the company after the defendant infringes the right, or reopening a new company, which can be done immediately, which has been a precedent in the industry. In the eyes of a few manufacturers, it is a kind of honor to receive court summons. One manufacturer even takes “being sued by IQOS in court” as the selling point in press releases and propaganda.

IQOS underground battle in China

Many people feel lucky that on the one hand, IQOS can’t sue everyone, on the other hand, as long as the scale is not too large, no one will come to sue. However, not long ago, some insiders told us that Shenzhen police had seized more than 10 bosses, half copied IQOS and half copied Juul.

Ye Weijie, deputy general manager of Eggplant Technologies, believes that IQOS has no patents and ceramic heating is used in all fields. He believes that his products have advantages in appearance and function, can be heated to higher temperatures, closer to the flue-cured tobacco type preferred by Chinese smokers.

Domestic manufacturers are following closely behind IQOS while disapproving of their patented technology. One practitioner said that even if IQOS was completely imitated regardless of infringement, domestic manufacturers could not produce the same products at this stage.

For example, the practitioner said, “If IQOS products are now almost up to the height of the desktop, leaving some distance to the ceiling, then the domestic HNB, I’m afraid it’s still on the ground floor.”

Some users on the social platform said that compared with IQOS, the temperature control of using domestic devices to smoke Marlboro cartridge is not good, and the taste is worse. Other users pointed out that domestic device is more vulnerable than the delicate IQOS.

The products that can adapt to a variety of cartridges exist in the imagination of many domestic manufacturers, but it is still difficult to achieve at this stage. HNB device and the brand of cartridge is the perfect match. Each product has different heating curvature. It will be adjusted according to the pyrolysis property of the cartridge. It is by no means a simple circuit bridge between heating components.

More unscrupulous manufacturers advocate that their products can be adapted to traditional cigarettes. They will not tell consumers that curing traditional cigarettes has a very low carbonization rate and will produce a large amount of carbon monoxide and nitride, which is far more harmful than any traditional tobacco.

The threshold for this industry is very high, with the exception of the strong tobacco giants, emerging entrepreneurs are almost impossible to get a piece of the pie.

Three days after IQOS passed FDA approval, Philip Morris International CEO Andre Karanz Pross gave a speech at Boston College. He said that in order to find better alternatives to cigarettes, Philip Morris International has invested more than $6 billion in new tobacco research. “We are in an era of transformation, and I hope to see that the transformation from cigarettes to smokeless products is also part of it.”

IQOS has a blue-green hummingbird painted on its outer packaging. PMI said that hummingbird is a symbol of ancient tobacco. It is flexible, agile, beautiful and lively, and destructive to insects that like to bite. In San Francisco’s Oolong mythology, it was not Prometheus who brought fire to the world, but a hummingbird.

IQOS MESH pod vape review – Durable battery and good flavors

IQOS MESH has built-in 900 mAh battery. The cartridge has 6 mg, 11 mg and 18 mg nicotine strength for choice. And it has multiple flavors.


The lQOS MESH has a strong and durable design and trendy appearance, and uses a mesh heating element (temperature is easy to control).


Size: 17cm X 1.85cm metal shell, 62g weight, built-in 900 mA battery.

Where to buy

Analysis on IQOS HNB device

Since Philip Morris International launched the IQOS heat not burn new tobacco in Japan in 2014, IQOS is almost the synonymous with heat not burn (HNB). The IQOS is mainly composed of a battery case and a mouthpiece. The IQOS mouthpiece, is also called a heater, is based on a heating device that heats the non-burning cartridge. Stable temperature control for controlled release of active substances in the cartridge. Its structure is divided into three parts: heating section, control section, battery section, and its core technology lies in the precise control of heating temperature.

The following figure shows IQOS 2.4 Plus as an example to see which of the industry chains involved;

First, the heating section

Substrate 0.4mmZrO2.

☆ Fracture toughness 7MPa/m1/2.

☆ Low thermal conductivity 3W/mK, the insulation resistance is not transmitted to the circuit board, which guarantees the life of PCBA.

☆ High TCR value for accurate temperature control, TCR= 3700PPM/°C.

Second, the sealing section

☆ Seal ring + silica gel to achieve separation between smoke oil and control section.

Third, the control end

Combine the resistance of each resistor with the TCR value to intelligently control the heating temperature to 330 °C.

☆ Control the number of cartridges 14 or 6 minutes, once the conditions is reached, the heater is powered off.

Fourth, the battery end

☆ battery segment

☆ Battery capacity 120~150mAh, the design limit is to smoke a cigarette. After pumping, it needs to be plugged back into the charging box for charging for 4 minutes.

Since the launch in Japan in 2014, IQOS has become synonymous with HNB. The current changes of the 4th generation and 5 types of products are the vane of HNB development.

The main upgrades of the four generation models are compared in three aspects: “functional comparison”, “heating sheet performance comparison”, “appearance performance comparison”:

philip morris international

Functional comparison:

category Warm-up time Number of inhalation ports Number of endurance Self-cleaning function IQOS holder charging time
IQOS  I / / / / /
IQOS 2.0 / 12 / YES ~5min
IQOS  2.4  Plus ~20S 14 / NO ~4min
IQOS 3.0 ~20S 17 / NO ~3min30S
IQOS  MUTLI  3.0 ~20S 17 10 consecutive battery life NO /

Heating sheet performance comparison:

category Heating plate model Coating structure Heating material TCR

ppm/℃

IQOS   I I / / /
IQOS   II II Flaky single side Platinum pulp line 3700
IQOS   2.4  Plus III Sheet double sided

(back glazed)

Platinum pulp line 3700
IQOS   3.0
IQOS   MUTLI  3.0

Appearance performance comparison:

category Appearance upgrade
IQOS  I Appearance has angular
IQOS 2.0 Angular angle
IQOS  2.4   Plus The vibration prompt function is added. When the heating, heating completion and quick pumping are completed, there will be vibration prompts.
IQOS 3.0 The biggest change in the charging box is the opening method, which is changed from the upper opening cover to the side opening. The overall size is a little smaller than the 2.4 version.
The interface of the charger is changed to the Type-C interface. The biggest advantage of this interface is that while thinning, the insertion direction is no longer limited, and the interface will not be destroyed by the wrong direction.
The magnetic design is made inside the charging box and at the bottom of the heating holder, and the heating holder is firmly sucked during charging, which can prevent problems such as poor contact.
IQOS  MUTLI   3.0 MULTI is a continuous product, endurance 10 cartridges

IQOS was first sold in Nagoya, Japan and Milan, Italy at the end of 2014, and IQOS has been sold in 43 markets until 2018. These markets include Andorra, Albania, Armenia, Bosnia and Herzegovina, Bulgaria, Canary Islands, Canada, Colombia, Croatia, Curaçao, Cyprus, Czech Republic, Denmark, Dominican Republic, France, Germany, Greece, Guatemala, Major cities such as Hungary launched, Italy, Israel, Japan, Kazakhstan, South Korea, Reunion, Latvia, Lithuania, Malaysia, Moldova, Monaco, Netherlands, New Zealand, Palestine, Poland, Portugal, Romania, Russia, Serbia, Slovak Republic , Slovenia, South Africa, Spain, Switzerland, Ukraine, the United Kingdom and some duty-free shops. Recently opened in the US, Philip Morris official website shows FDA authorizes the sale of iQOS in the US.

philip morris international

PMI is crazy and even beats itself! IQOS will completely replace its own cigarette products

Philip Morris International (PMI) CEO André Calantzopoulos recently published a long speech at the Boston University CEO Club, the content talked about the new technology development of PMI to create a smoke-free future. It also talked about the current public misunderstanding of Philip Morris, and he said that Philip Morris International is currently using the new type of tobacco technology to renew kill the life of its own traditional cigarettes. If conditions permit, PMI will stop selling cigarettes faster.

Source: Philip Morris International CEO Speaks at Boston College Chief Executives Club

Before releasing the full text of his speech, let get to know PMI first.

PMI is the world’s largest tobacco manufacturer and currently operates in more than 180 locations. It employs nearly 80,000 people worldwide and was listed on the NYSE in 2008. It currently has a market value of $133.3 billion. In 2018, its annual revenue was 29.6 billion US dollars and the net profit was 7.9 billion US dollars.

Philip Morris was founded by tobacco company Philip Morris. In 1847, he opened a tobacco shop on Bond Street in London. In 1854, he started producing his own cigarettes. The production site was located in Marlborough Street in the same city. The street name eventually became the name of Philip Morris’s cigarette brand. The Marburg brand was originally created as a female cigarette with a cork filter. After Philip Morris became a US company, the Marburg brand was renamed as Marlboro.

In 1901, Philip Morris entered the United States, but the market size was only moderate. In 1954, Philip Morris acquired the company of Phnom Penh, and American Joe Kalman owned the control of Phnom Penh. After the acquisition, Kalman and his son Joseph Kalman III obtained a large number of Philip Morris shares and board seats. Mo also became the fifth largest tobacco company in the United States. Under the leadership of Kalman III, Philip Morris has built the Marlboro cigarette brand into NO.1 in the US cigarette market and is now the world’s largest cigarette manufacturer.

In 2008, Philip Morris International announced the divestiture from its parent company, Altria. The Altria Board of Directors said that the detachment of Philip Morris International was mainly driven by the different market dynamics of the US market and the international market.

Philip Morris International owns IQOS, a heat not burn electronic cigarette product. At present, the number of users worldwide has reached 10.4 million. In the first quarter, it sold 11.5 billion cartridges.

At the end of 2018, Altria acquired a 35% stock of Juul, another representative of e-cigarette, for $12.8 billion, pushing Juul’s valuation to $38 billion.

Therefore, the layout of the two traditional tobacco giants in the field of electronic cigarettes is super foresight. Unlike IQOS, the acquisition of Juul shares is a time to spend money. We believe that the e-cigarette market position of the two companies and the CEO’s speech are of great value to the industry, so the full text is shared with our readers.

Philip Morris International’s CEO Andre Calantzopoulos poses with its new IQOS 3 devices at a news conference in Tokyo, Japan, October 23, 2018. REUTERS/Kim Kyung-Hoon

Core points:

1. We want to create a smoke-free future – the future without cigarettes. This is a revolutionary transformation.

2. We will change the entire business model of Philip Morris – from the production of traditional cigarettes to the replacement of cigarette products. In essence, we are self-revolving from the inside out.

3. We have invested more than $6 billion in research to strengthen development and manufacturing capabilities to find better alternatives to cigarettes.

4. Unlike what everyone thinks, the main harmful ingredients are neither tobacco nor nicotine. The main harmful component comes from the smoke produced by the burning of tobacco, which contains thousands of chemicals.

5. Our goal is that by 2025, 30% of Philip Morris consumers will become IQOS users.

6, the direction of our efforts – to help those who want to quit smoking and can not get rid of a choice to reduce the harm to the body, at least can no longer use traditional cigarettes.

7. We insist that our smoke-free products are prepared for smokers who want to continue using tobacco or nicotine products. We do not provide these products to people who have never smoked or who have already quit smoking.

8. No one expects automakers to transition to electric vehicles without both manager support and consumer incentives.

The following is the full text of the speech:
As the CEO of Philip Morris International, I am honored to be here. Discuss with us today that we want to create a smoke-free future – the future without cigarettes. This is a revolutionary transformation. We believe that a candid dialogue like today can bring some changes to the world.Vision and transformation
Let me first clarify our business goals. We want to help smokers around the world quit smoking. It’s that simple. Perhaps you will be surprised to say this from a tobacco company CEO, but I have to tell you that they were equally astonished when I told my team in 2016.Of course, our tobacco products are still being perfected, but our plans to help smokers around the world to quit have not changed. By announcing the program, it will help our company move.

To achieve change, sometimes you have to trust your experience and encourage your team to get support.

For Philip Morris International, this means a complete transformation of the company’s development direction, not simply adding a substitute for tobacco products, but changing our entire business model – from the production of traditional cigarettes to the replacement of cigarette products. In essence, we are self-revolving from the inside out. As far as I know, no company has done such a pioneering work, and it is also true for tobacco companies.

Background statement
According to WHO, 1.1 billion adults worldwide are expected to smoke. The earliest heat not burn tobacco products were born in the late 1990s, but were not commercially successful. In 2003, an “electronic cigarette” product that volatilized nicotine vapor through electricity was invented in China and has been a huge success in the past decade, especially in the US and Europe. Philip Morris International launched IQOS in Japan and Italy in 2014, marking a major breakthrough in the development of new tobacco products.

So far, we have invested more than $6 billion in research to strengthen development and manufacturing capabilities to find better alternatives to cigarettes. This demonstrates the seriousness of our commitments – no public relations tricks, as some of our critics have said. Even among our competitors is unique.

This transformation is not only reflected in our products, but also in our corporate culture. The company is becoming more open and leads us towards diversification. Earlier this year, we became the first multinational company with equal wages to truly achieve equal pay for equal work for men and women.

Our efforts to reduce greenhouse gases have also been recognized, with significant results in reducing greenhouse gas emissions, mitigating climate change and improving reporting transparency, and have appeared on the Climate Development List of the Commission on Sustainable Development for the fifth consecutive year.

Our excellent research results are also open to anyone for inspection and verification. What we are doing is using technology to develop a new smokeless product.

In fact, we have been developing in this field for many years. There are now more and more government laboratories that have reached the same conclusions as us. It is feasible to create a harm reduction option for adult smokers.

Everyone knows that smoking is harmful to health, but not everyone understands the detailed reasons why smoking is harmful. Unlike what everyone envisions, the main harmful ingredients are neither tobacco nor nicotine. The main harmful component comes from the fumes produced by the burning of tobacco, which contains thousands of chemicals. Public health agencies list 100 substances that can cause lung cancer, cardiovascular disease, and emphysema.

Our product IQOS, which only heats and does not burn tobacco, significantly reduces the production of harmful substances and is an ideal choice for smokers.

Therefore, not every tobacco product is equally harmful, which is critical.

Today, approximately 7.3 million adult smokers worldwide have been converted to IQOS users, and IQOS has entered the market in 47 countries around the world. This week, the FDA approved IQOS for sale in the US. Although we have not yet obtained FDA certification for harm reduction products, it is a fact that IQOS has significant harm reduction effects.

This is an important milestone for Philip Morris International, but we must move on until the world gives up smoking. Our goal is that by 2025, 30% of Philip Morris consumers will become IQOS users.

The following is the full text of the speech:
As the CEO of Philip Morris International, I am honored to be here. Discuss with us today that we want to create a smoke-free future – the future without cigarettes. This is a revolutionary transformation. We believe that a candid dialogue like today can bring some changes to the world.Vision and transformation
Let me first clarify our business goals. We want to help smokers around the world quit smoking. It’s that simple. Perhaps you will be surprised to say this from a tobacco company CEO, but I have to tell you that they were equally astonished when I told my team in 2016.Of course, our tobacco products are still being perfected, but our plans to help smokers around the world to quit have not changed. By announcing the program, it will help our company move.

To achieve change, sometimes you have to trust your experience and encourage your team to get support.

For Philip Morris International, this means a complete transformation of the company’s development direction, not simply adding a substitute for tobacco products, but changing our entire business model – from the production of traditional cigarettes to the replacement of cigarette products. In essence, we are self-revolving from the inside out. As far as I know, no company has done such a pioneering work, and it is also true for tobacco companies.

Background statement
Please allow me to make some background statements. Today, according to WHO, 1.1 billion adults worldwide are expected to smoke. The earliest heated non-burning tobacco products were born in the late 1990s, but were not commercially successful. In 2003, an “electronic cigarette” product that volatilized nicotine vapor through electricity was invented in China and has been a huge success in the past decade, especially in the US and Europe. Philip Morris International launched IQOS in Japan and Italy in 2014, marking a major breakthrough in the development of new tobacco products.

So far, we have invested more than $6 billion in research to strengthen development and manufacturing capabilities to find better alternatives to cigarettes. This demonstrates the seriousness of our commitments – no public relations tricks, as some of our critics have said. Even among our competitors is unique.

This transformation is not only reflected in our products, but also in our corporate culture. The company is becoming more open and leads us towards diversification. Earlier this year, we became the first multinational company with equal wages to truly achieve equal pay for equal work for men and women.

Our efforts to reduce greenhouse gases have also been recognized, with significant results in reducing greenhouse gas emissions, mitigating climate change and improving reporting transparency, and have appeared on the Climate Development List of the Commission on Sustainable Development for the fifth consecutive year.

Our excellent research results are also open to anyone for inspection and verification. What we are doing is using technology to develop a new smokeless product.

In fact, we have been developing in this field for many years. There are now more and more government laboratories that have reached the same conclusions as us. It is feasible to create a harm reduction option for adult smokers.

Everyone knows that smoking is harmful to health, but not everyone understands the detailed reasons why smoking is harmful. Unlike what everyone envisions, the main harmful ingredients are neither tobacco nor nicotine. The main harmful component comes from the fumes produced by the burning of tobacco, which contains thousands of chemicals. Public health agencies list 100 substances that can cause lung cancer, cardiovascular disease, and emphysema.

Our product IQOS, which only heats and does not burn tobacco, significantly reduces the production of harmful substances and is an ideal choice for smokers.

Therefore, not every tobacco product is equally harmful, which is critical.

Today, approximately 7.3 million adult smokers worldwide have been converted to IQOS users, and IQOS has entered the market in 47 countries around the world. This week, the FDA approved IQOS for sale in the US. Although we have not yet obtained FDA certification for harm reduction products, it is a fact that IQOS has significant harm reduction effects.

This is an important milestone for Philip Morris International, but we must move on until the world gives up smoking. Our goal is that by 2025, 30% of Philip Morris consumers will become IQOS users.

Cannot be done separately, need to open a dialogue
We are in an era of transformation: fossil fuels are turning to renewable energy, gasoline is turning to electricity, and rash consumption is turning to an ethical life.

I hope to see that the transition from cigarettes to smokeless products is also part of the transformation of the times.

However, in order to do this, in order to succeed in this revolution we led, despite the FDA approval, we still need to be willing to join our partners, whether he is a state-level regulator – through Smokers provide better information on cigarette substitutes to help improve public health; or local health care professionals recommend an alternative to a non-smoking smoker.

Energy companies are invited to participate in discussions on climate change solutions. Large food companies also have a place at meetings to discuss hunger and obesity.

They were not required to stop production completely. Can you imagine the government asking the auto industry to abolish all combustion engines overnight? Can you imagine that regulatory authorities make it difficult for manufacturers to develop alternatives to combustion or to discuss cleaner fuels and engines? No one expects automakers to transition to electric vehicles without both manager support and consumer incentives. This transition should be properly arranged, knowing that consumers also need to be guided and motivated if they want to get better alternatives as quickly as possible.

We are no different from the above example: if regulators and health care stakeholders have a pragmatic and realistic vision of harm reduction, we will stop selling cigarettes more quickly. At the very least, we will ensure that existing smokers have access to accurate and non-misleading information and have the option to purchase smokeless products.

Consider changing
I believe that a responsible tobacco company has an obligation to help the people of the world get rid of smoking habits. I have seen Philip Morris’s efforts for more than 30 years in Philip Morris, but this revolutionary move is also the first thing for me. We have a transformative vision, a potential that has the potential to bring a dramatic, positive vision and a broader shift to public health and society.

To this end, I am leaving a few small questions here today:

1. Consider a smoker who is still smoking and provide a better solution.

2. You need to understand that Philip Morris International is making unique progress in this regard.

3. Please understand that we cannot achieve a smoke-free future by our own efforts. This requires everyone’s joint efforts.

Thanks to Douglas M.Deng for providing the news.

Reviews from Vape HK

André Calantzopoulos’s speech can be understood as a self-revolution of Philip Morris. The harm caused by traditional cigarettes and the increasing social condemnation, Philip Morris’s IQOS has upgraded the ignition mode of cigarettes, which can be seen as an upgrade of the tobacco industry. First, it does not destroy traditional tobacco production and manufacturing, second, reduce the harm caused by smoking cigarettes. Philip Morris has always been keen on external communication to create a smoke-free society, essentially an iteration of his old business model. Once PMI killed its own life, it had actually killed the life of its competitors in tobacco field.