Establishing a Localized Compliance System in the UK
Domestic e-cigarette company Aiqiji plans to deepen its presence in the UK market, but faces stringent local product regulations, policies protecting minors, and market trust barriers, necessitating the establishment of a locally adapted compliant operating system. The proposed solution is a three-pronged compliance approach: First, a professional team will be assembled to interpret UK TPD and local regulatory policies, optimizing product nicotine content, packaging labeling, and safety testing across all dimensions. Each product undergoes rigorous testing, including toxicology and electronic safety testing. Second, an innovative UK advisory committee will be established, comprising senior professionals from government, healthcare, and law enforcement, to provide localized guidance on compliance strategies and precisely align with regulatory needs. Third, the GreenAwareness recycling program will be launched, collaborating with local service providers to create a closed-loop recycling system for disposable products, while simultaneously strengthening youth protection awareness, aligning with local ESG development requirements. Implementation Process – In the initial stage, over 100 safety indicators of the product were upgraded to ensure compliance with UK retail channel access standards. In the mid-stage, a regular communication mechanism was established with the local government and parliament through an advisory committee, participating in industry standard discussions and responding promptly to adjustments in regulatory policies regarding packaging and flavors. In the later stage, compliance concepts were conveyed through offline retail terminal training and consumer education activities, while recycling stations were established to enhance brand social recognition. Results – The brand successfully overcame the trust barriers in the UK market, becoming the best-selling e-cigarette brand in local convenience stores and independent grocery retail channels in 2023, covering over 100,000 retail outlets and accumulating over 30 million users. Through its compliance system and localized operations, the brand effectively mitigated policy risks, laying the foundation for long-term cultivation of the high-end European and American markets. Its compliance model has become a benchmark for Chinese e-cigarette companies going global.
