Industry Cases

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ODM full-chain customization empowers startup brands

Background – In 2017, the domestic e-cigarette market was still a blue ocean. The startup brand RELX urgently needed high-quality products to penetrate the market, with the core objective being to break through the bottlenecks of traditional atomization technology and quickly achieve large-scale production. Cooperation Plan – FEELM, as an atomization solution provider, offered a full-chain ODM service from technology R&D and product design to customized production: jointly developing RELX’s first-generation product equipped with a black ceramic-coated atomizer core, optimizing the airflow channel and condensate storage structure through 14 parts to solve common industry problems such as rough taste and leakage; and custom-designing a dedicated factory, streamlining the design, R&D, and production processes, and introducing fully automated equipment to ensure quality and production capacity. Implementation Process – In the initial stage of the collaboration, product technology verification was completed. After the launch of the first generation of RELX in August 2018, orders surged. FEELM increased production by 160 times within 17 months through process optimization, with monthly production capacity of atomizing cartridges exceeding 10 million units. During the 2020 pandemic, comprehensive epidemic prevention measures ensured zero-infection resumption of work, while optimizing production processes reduced unit energy consumption by more than 20%. Facing global regulatory changes, FEELM assisted in completing compliance upgrades such as tobacco flavor development and waterproof child lock design. Results – RELX quickly captured half of the domestic market with its differentiated products, achieving a market share of over 50% in 2020. In January 2021, it successfully went public in the US, with a market value that once reached 350 billion RMB. Its products cover more than 50 countries and regions worldwide, making it a phenomenal brand in the industry.

Russian Compliance Traceability: Break Overseas Market Barriers

In December 2024, Russia enforced the mandatory “honest labeling” policy for e-cigarettes, requiring all e-cigarettes and related products sold in the country to affix compliant data matrix codes. Non-compliant products are prohibited from circulation. A domestic e-cigarette export enterprise faced compliance challenges such as mismatched data formats and inefficient production line coordination, urgently needing to quickly implement an adaptive solution. Cooperation Plan — Zhongxuan HiMarking provided a one-stop service for the CheZNAK compliance traceability system, adopting a distributed architecture of “cloud data hub + workshop edge execution terminal” that fully aligns with Russian official technical specifications: the cloud terminal built three core modules (work order management, data governance, and compliance output) to realize accurate mapping between traders’ data packets and production work orders; the workshop was equipped with industrial-grade visual collection equipment, compliant label printers and other hardware to adapt to semi-automatic/fully automatic production line processes. Implementation Process — Completed full-process deployment within 7 working days after project initiation: received bottle/case code data packets from Russian traders, automatically verified and created associated production work orders through the cloud hub; deployed fully automatic high-precision labeling machines (labeling accuracy ±0.1mm) at the end of the filling line, quickly collected bottle codes through visual equipment (recognition accuracy ≥99.97%), synchronously generated and printed case codes, and established associations; automatically summarized data after production completion, generated compliant data packets in both XML/JSON formats, and submitted them to Russian traders for official filing. Results — The enterprise successfully broke through Russian market compliance barriers, with products smoothly entering local online and offline channels; the system realized full-link data traceability, supporting random inspections by Russian authorities and effectively avoiding counterfeiting risks; the production line had strong adaptability, seamlessly connecting with existing MES/ERP systems without affecting normal production efficiency, helping the enterprise quickly seize market share in Russia.

Tech & Compliance Adaptation: HNB Products Enter EU

Full-Cycle Franchise Empowerment Drives Store Monthly Sales to Exceed 240,000 RMB

Global Supply Chain Integration: Dual Brands’ Overseas Expansion

VOOPOO and ZOVOO, two brands under GEEKVAPE Group, focus on the global mid-to-high-end e-cigarette market. They urgently needed to rely on mature channel and supply chain resources to expand international business and enhance global brand penetration. Cooperation Plan — Tianyin Holdings reached a strategic cooperation and became the exclusive agent of the two brands by virtue of its global resource integration capabilities, providing integrated services of “supply chain guarantee + channel layout + localized operation”: integrated high-quality domestic and foreign production resources to ensure stable product supply; quickly connected distributors and retail terminals in core markets such as Europe, America and Asia-Pacific using its global channel network; provided localized compliance consulting and marketing support to adapt to regulatory policies and consumption habits in different regions. Implementation Process — At the supply chain level, established a full-chain guarantee system covering raw material procurement, production and manufacturing, warehousing and logistics, flexibly allocating inventory of different categories such as disposable e-cigarettes and pod-based products according to market demands to ensure timely delivery; at the channel level, quickly launched VOOPOO and ZOVOO products into local mainstream e-cigarette stores and online platforms with the help of Tianyin Holdings’ distribution network in more than 30 countries worldwide; at the compliance level, set up a professional team to interpret regulatory policies in target markets, assisting in product testing and filing to comply with standards such as EU TPD and US PMTA; at the marketing level, carried out brand promotion activities combining regional characteristics to strengthen the communication of technological innovation and quality advantages. Results — The overseas market coverage of the two brands expanded significantly, with a steady increase in market share in the European and American high-end atomization equipment markets; the supply chain response speed increased by 30% and inventory turnover efficiency optimized by 25%; relying on Tianyin Holdings’ channel resources, the cycle for the brands to enter new markets was shortened by 50%, achieving a win-win situation of large-scale expansion and profit growth.

Digital Operations: 40% Higher Retailer Inventory Turnover

A regional chain e-cigarette retailer with 20 offline stores faced problems such as inventory backlogs, untimely replenishment and chaotic sales data, urgently needing to improve operational efficiency and reduce management costs through digital tools. Cooperation Plan — The brand provided an exclusive digital operation platform covering four core functions: “online ordering + inventory management + data analysis + marketing tools”: the online ordering module supported real-time inventory checks and one-click ordering with priority shipping rights; the inventory management module automatically warned of slow-moving and out-of-stock products and provided replenishment suggestions; the data analysis module generated store sales reports and user consumption portraits to guide category adjustments; the marketing tools included a member points system, coupon distribution and holiday promotion activity templates. Implementation Process — In the early stage, provided platform operation training for the retailer’s team and assisted in the initial entry of inventory data for 20 stores; in the mid-term, assigned dedicated operation consultants to provide personalized suggestions based on sales data, such as increasing the stock of fruit-flavored atomizer pods for stores with a concentration of young users and strengthening the display of high-end equipment for stores in business districts; in the later stage, collected store feedback through the platform to continuously optimize functions, adding modules such as “regional sales rankings” and “competitor analysis”. Results — The retailer’s inventory turnover days were shortened from 35 days to 21 days, with efficiency improved by 40%; the out-of-stock rate dropped from 18% to 5%, significantly enhancing customer satisfaction; accurately adjusted category structure through data analysis, increasing the sales proportion of fruit-flavored atomizer pods by 25% and overall store profitability by 30%.

User Community Services: 75% Brand Repurchase Rate

A emerging e-cigarette brand targeting young consumer groups faced problems of low user stickiness and a repurchase rate of less than 30% in the early stage of product launch. Its core demand was to establish brand loyalty through community operation and tap into lifelong user value. Cooperation Plan — Built a three-in-one user operation system of “online community + offline activities + personalized services”: created exclusive brand WeChat communities and Xiaohongshu topic pages online, launching UGC content incentives (users could exchange atomizer pods by sharing usage experiences); regularly organized offline product tastings and e-cigarette culture salons, inviting users to participate in new product testing; value-added services included smoking data monitoring (reminding of excessive nicotine intake through APP), personalized flavor recommendations, and equipment cleaning and maintenance guidance. Implementation Process — During community operation, assigned special personnel to maintain community order, shared product usage skills and industry information daily, and held interactive lucky draw activities weekly to attract active user participation; organized 2-3 offline tastings per month in core cities, inviting R&D teams to communicate face-to-face with users to collect suggestions for new product improvements; in terms of personalized services, analyzed user smoking frequency and flavor preferences through the APP, pushed targeted coupons for suitable products, and provided lifetime equipment warranty and trade-in services for existing customers. Results — The brand’s user repurchase rate increased from 28% to 75%, with core users making more than 8 purchases per year; accumulated over 5,000 UGC content pieces, with new users brought by spontaneous dissemination through social platforms accounting for 40%; optimized product design through user feedback during new product testing, increasing the success rate of new product launches by 60% and effectively reducing R&D risks.

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