Issue link: https://read.dmtmag.com/i/1544088
36 tobaccoasia Issue 2, 2026 March / April By Allen Liao From 'Strong Start' to 'Steady Start': The Quiet Evolution of China's Cigarette Market "Strong start"—or "Kāimén Hóng" in Chinese—signifies achieving robust performance at the beginning of the new year, symbolizing good fortune and smooth sailing. Rooted in the traditional Chinese business philosophy that "the whole year's work depends on a good start in spring," provincial tobacco com- mercial companies under CNTC have long adhered to the belief that "the key to a successful spring lies in a strong start." For years, January was consequently dominated by discussions surrounding this "strong start" imperative. This year, however, the industry has deliberately shifted its focus away from this concept, placing greater emphasis on a "steady start" or "Kāimén Wěn." Numerous pre- fectural tobacco commercial companies have adjusted and downplayed their ciga- rette sales targets for the New Year and Spring Festival holiday period, prioritiz- ing healthier market conditions and more stable cigarette prices. Analyzing the transition This strategic pivot reflects a fundamen- tal recognition that cigarette demand is evolving in tandem with broader macro- economic shifts. The traditional mindset assumed that the New Year and Spring Festival period, as a peak time for festive consumption, would naturally generate substantial market demand. The contem- porary perspective, however, acknowledg- es that the era of tobacco and alcohol serv- ing as the predominant choices for festive goods is drawing to a close. Flooding retail terminals with large product volumes is no longer an effective strategy for stimulating genuine demand vitality. In previous years, cigarettes—par- ticularly high-end brands—functioned as important social gifts. Leveraging their social attributes, status symbolism, and stable demand, they became core profit drivers for retail outlets. Yet consumption scenarios for premium cigarettes were heavily concentrated in "face-consump- tion" contexts such as business banquets, weddings, funerals, and holiday gifting. As consumer attitudes shift— particularly with the rise of health con- sciousness—this demand foundation is progressively eroding. Since 2025, the premium cigarette market has experi- enced a discernible downturn. Younger adult generations demonstrate reduced reliance on tobacco and alcohol for so- In past years, the New Year and Spring Festival marked peak festive consumption, with cigarettes—especially high-end brands—widely exchanged as social gifts. That trend is now shifting.