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.
