RELX Vape Brand Story: Huawei, Uber’s Former Employees Established this Young & International Company Together

VAPE HKMarch 29, 2019

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The “New Age Innovation Brand Award 2018” has been announced recently. A company with one year’s founding appears on the list of winners. Its products are also quite special. It is the current popular cartridge-changing vape – it is not cigarette, but a new electronic product – RELX. While winning the new era innovation brand in 2018, its founding team was named “the most Socially Responsible Entrepreneur Award in 2018”.

Certificate of Top Brand in China 2018

At the National Tobacco working conference in 2014, Ling Chengxing, director of the State Administration of Tobacco then, explicitly mentioned that “we should attach great importance to the research and development of new types of tobacco products, such as heat not burn cigarettes, electronic cigarettes and mouth-containing cigarettes, and regard them as a major issue related to the sustainable development of the industry.” According to the data of China Tobacco Journal, the sales of electronic cigarettes in China reached 4.09 billion yuan in 2017, and the consumption of electronic cigarettes reached 7.3659 million RMB.

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“The cigarette industry is a century-old industry, which has fluctuated in the fields of industry, culture, commerce, economy and war all over the world. The year 2020 is approaching. Yuequan RELX was born three years ago to “live in the future” of the global Millennium generation. We are ready to meet the ups and downs of this new industry – worldwide. Wang Ying, founder and CEO of RELX, said.

This is exactly the path that RELX recognized at the beginning of its business, no matter how difficult the road is. “I was obsessed with the classic images of smoking in the 1950s movies, and worried about my father who smoked two packs of cigarettes a day. There are a lot of people in the world, in China and I, so I made this choice.

RELX Founder & CEO, Kate Wang (汪莹), a yougn and beautiful girl from Columbia University. RELX CEO is also a heavy smoker of traditional cigarretes and that’s why her own pod vape brands smoke as strong as cigarretes.

Kate Wang and the founder team are mainly from Uber China and Huawei. CEO Kate Wang is the former head of Uber China, graduated from Columbia University Business School; CPO Chen Chen is a senior designer of former Huawei; co-founder Jiang Long graduated from Chinese Academy of Sciences and Tsinghua University, and worked at Uber.

At present, RELX team has 108 staff, the team is average 27 years old, is a serious “post-90s youth army”. Du Bing, head of overseas business, was born in 1991. He graduated from Zhejiang University in industrial design and studied in France. Wen Yilong, head of global R&D and supply chain, was born in 88. He graduated from the University of Michigan in automation and was engaged in engine development at Benz in North America.

By December 2018, RELX had its own fans in 28 countries and regions, and the global market doubled every month. Not only that, the brand also plans to enter 100 countries and regions in 2019. “We will apply what we have learned in the first half of our life to the globalisation of RELX.” In addition, as the business progresses, RELX has attracted more diverse talents. It is reported that there are many alumni associations in the company, including Tsinghua University, Peking University, Zhejiang University, Shanghai Jiaotong University, the National People’s Congress, Columbia University, MIT, etc. There are also Uber, Huawei, P&G, Mercedes-Benz, L’Oreal, Mars, Foxconn, Droplets and other alumni associations.

“Relx’s 108 staff, average 27 years old, but also a rich combination – after the lead of 70 experts, 80 management and the pioneer of cadres 90’s. We are united by the same mission and vision. Kate Wang summed up the team so much.

RELX Team Activity

Market space

Jiang Xingtao, R&D director of RELX Fume, has more than ten years’ R&D experience in related fields. He is deeply impressed by RELX’s firm attitude to attaching great importance to product safety and quality. Compared with smoking traditional tobacco, vapor from electronic cigarettes contain less than 5% of the harmful and potentially harmful chemicals found in the smoke of conventional cigarettes. This view has been approved by many foreign official agencies through scientific experiments.

Even so, RELX insists on high investment in product development and quality control. It ensures the safety of products delivered to consumers through a large number of basic research, including analysis of the chemical composition of fume, as well as biological research at the levels of gene expression, metabolism, cell and animal organs.

In fact, the global smoking rate shows a general downward trend, with only a small increase in individual countries. Between 1990 and 2015, the global smoking rate dropped from 29.4% to 15.3%. At the same time, the WHO’s target for smoking control over the next 10 years is to reduce the global smoking rate by another 2.5 percentage points.

The domestic market is still in its early stages of development, but the large number of smokers and the advent of the upsurge of consumption upgrade have given the electronic cigarette market greater imagination space. According to a related report, the global vape market in 2016 is about 10 billion US dollars, of which 95% are foreign markets. So RELX has been positioned to serve the global market since its inception.

Following the introduction of the first generation of products in the domestic market, RELX launched the second generation of new products in China, Europe, the United States, Japan and other markets at the end of 2018. The focus of the second generation of products is to enhance user experience and personalization.

Kate Wang said that compared with IQOS produced by Philip Morris International, which entered the international electronic cigarette market recognized by domestic users earlier, RELX has several characteristics: lower user cost; no tobacco, no unpleasant odor, no disturbance to people around; no need for user cleaning or maintenance, very convenient to carry and use.

RELX‘s Vision

In 2018, RELX received investment from source capital, IDG capital and Sequoia capital. Wang Ying said after the completion of the financing, the financing funds will be mainly used for sustained investment in product development and user service experience upgrading.

“As a consumer brand born in China and facing the global market, RELX thanks the times, every partner and the users who trust us,” Kate Wang said at RELX 2018. We should shoulder social responsibility, be responsible for the safety of consumers and the healthy growth of adolescents. To this end, RELX set up a Social Responsibility Group, which joined hands with China Poverty Alleviation Office to engage in public welfare undertakings at the beginning of the company’s establishment.

In order to promote the further development of globalization, RELX continuously strengthens its R&D team and continuously develops various new products. For example, the cartridge with mung bean popsicle taste, with the unique flavor of Chinese culture, carries the common life memory of the Chinese people all over the world, awakens the Chinese people’s sense of identity of Chinese culture all over the world, and also gains the unanimous praise of foreign consumers in overseas markets.

The vision of RELX is to “accelerate the transformation of the world’s 1 billion smokers to a healthier and happier lifestyle”. It is also hoped that in this process there will be opportunities for in-depth cooperation with experts, scholars and research institutes in the field of health related to the motherland, and that all sectors of society can join hands to guide the healthy development of this industry objectively and in good faith, and contribute to the health of the global smokers.

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