We had a one-to-one interview with iLAX COO Weilu at the New Consumption Summit of the 2019 Z Era. And we talked about the development of the electronic cigarette industry and iLAX.
iLAX was released in Beijing on May 20 by HMI Group’s Jianma Biotechnology. It is the first mirror surface electronic cigarette in the world and the first pure natural PD e-liquid in China. HMI Group has also attracted huge attention from the public by iLAX.
HMI Group is the only legitimate hemp/cannabis investment group in China, which is based on the layout of the whole industrial chain of industrial cannabis and directed towards biopharmaceuticals. It carries out the work of industrial cannabis breeding, cultivation, extraction, research and development, production and marketing worldwide. HMI Group has the Certificate of Registration of Industrial Cannabis Seed Varieties and the Industrial Cannabis Industry Certificate, the Industrial Cannabis Planting License and the Industrial Cannabis Mosaic Processing License. It’s the only enterprises that have obtained the “Approval for the Development, Production and Sale of Cannabis Bisphenol Terminal Products” from the public security department.
Jianma Biotechnology is an investment company of HMI. iLAX is officially listed after more than 400 days of research and development.
On June 12, iLAX was officially launched in the online JD mall at 299 yuan.
On April 17, it was reported that Jianma Biology had initiated the establishment to focus on the new brand of e-liquid iOil, a series of pod system vape juice products based on pure natural bio-PD oil, with the goal of introducing the world’s most advanced e-liquid technology and quality products into China’s electronic e-liquid industry.
iOil has been unveiled at the iLAX conference. From vape juice base liquor to essence, iOil has achieved the originality different from all the vape products in the domestic market.
At present, most of the vape juice base liquids in the market are prepared by VG (natural vegetable glycerin) and PG (propylene glycol), then heated by devices. iOil will abandon this traditional method, instead of using PG as carrier base liquor produced by chemical pyrolysis or synthesis, and it will use corn syrup to ferment corn starch to synthesize pure natural PD base liquor in order to achieve unique flavor base production. This is an evolution from chemical cracking base liquor to pure natural base liquor.
In addition, according to media reports, iLAX is manufactured by Shenzhen iJoy Technology Co., Ltd., which announced last year that it had obtained 300 million yuan of financing and strong supply chain capacity.
2019 Z Era Top 10 Vape Brand
Reporter: How many iLAX product are on sale now? Is your supply chain and capacity stable?
iLax WEILU: At present, iLAX zinc alloy frame Aurora glass has been listed. We have reached a very tacit relationship with the supply chain side, which can be guaranteed in terms of production capacity. Follow-up 4-5 products with high recognition of appearance and quality are on the way to meet different consumer needs and scenarios.
Reporter: Is iOil e-liquid currently used?
iLax WEILU: Our independent e-liquid brand iOil is also on the market. As China’s first natural grain fermented PD oil as the atomizing essence of the base solution, iOil has first realized the aroma of tobacco in the molecular stage, presenting a breathable experience with a soft fragrance. At the same time, we also selected several PG based liquid oils for consumers to choose.
Reporter: We have observed that iLAX has done a lot of cross-border marketing. How do you define brand tonality?
iLax Weilu: iLAX always puts the product’s appearance and character in the first place. To do cross-border marketing is to express iLAX’s perseverance and views on aesthetics and quality by combining with different circles. The brand concept of “fashion” and “vapor” will also give a new interpretation of “fashion”. It is frontier, breakthrough, innovative, and generally accepted and recognized. For example, we will cooperate with an American fashion brand to attract smokers and change their way of life by starting with the appearance of “fashion”.
Reporter: How about feedback now after iLAX is released? Does the product have feedback on oil leakage and dry burn?
iLax Weilu: At present, the feedback is pretty positive, and there are better feedback in the presentation of flavor layer and throat hit. As far as we know, the quality of the pod is quite stable, and the problem of vape juice leak and dry burn have not happened.
Reporter: What’s the current support from HMI?
iLax Weilu: This project is actually slower than the general electronic cigarette enterprises in more than 400 days, from project establishment to final polishing and shaping. When watching others rise, our founding shareholder, HMI Group, has given us great support in various resources, especially in time. HMI Group has been deeply engaged in the field of biomedicine for a long time. It has a natural sense and understanding of health undertakings. This kind of awareness and understanding, after being conveyed to our team, is the support and sharing of bio-chemical patents and technologies, in order to make iLAX a truly harm reduction product.
And how to make smoking users willing to reduce harm through iLAX is what our resources give us enough time to hone, consider and practice. I heard that I have sent you a set of products. The most intuitive feeling of iLAX is what we have done in more than 400 days.
In addition, we have fully integrated the chemical technology of HMI and advanced fragrance blending technology abroad, so in addition to the domestic test reports mentioned earlier, ECTA (Electronic Cigarette Trade Association) and EA (Enthalpy Analytical) will soon report on the quality inspection of our e-liquid.
Reporter: What are your goals for iLAX?
iLax Weilu: For the traditional electronic cigarette industry, especially the mod electronic cigarette, it is an imported popular culture. Its evolution is more about the local transformation and extension of this popular culture. In fact, the emerging electronic cigarette began to germinate around 2010, and the industry chain has matured in recent years, which also provides a more stable and effective solution for reducing the harm from smoking.
If we start from the dimension of harm reduction, China’s e-cigarettes are far from saturated. Capital and mature teams have heard the prelude of industrial evolution. It seems that the competition is fierce, but compared with other mature industries with stable supply and demand, the electronic cigarette market is still in the “exit” stage. And iLAX is to see the characteristics and value of “non-exit” in other products at this “exit” stage, and realize them, so as to provide more diversified choices for the consumer market to reduce the harm of tobacco.
Reporter: What is the meaning of iLAX and the Chinese name of Aile?
iLax Weilu: iLAX has been registered since the beginning of last year. What I want to express is that every smoker can vape iLAX to achieve a comfortable quality of life and state of relaxation for replacing cigarettes. Aile is the transliteration of iLAX. It also tries to convey the values of caring for oneself and people around us.
Reporter: What about the new round of financing?
iLax Weilu: We’re in the middle of the investigating process. We’ll release it in the near future. We’re sure you will be the first choice to issue financing.
Reporter: OK, thank you.