Tobacco Asia

Tobacco Asia 73 For Chinese-style cigarettes, this represents a fundamental logical shift: from "what goods do I have?" to "what is the user lacking at this moment?" This is not an upgrade in marketing tactics, but a gearshift in the brand's underlying logic. Based on this logic, the industry has already seen noteworthy explorations, whether in business, emotional, light fashion, or everyday stress-relief contexts: In the business gifting scenario: Yuxi (Zhong- zhi Jingjie) pioneered a segmented carton design that allows instant opening and flexible sharing. This responds to the real need in business socializing for "dignified yet flexible sharing." It is not a packag- ing tweak, but a precise answer to the scenario pain point: how to share flexibly while maintaining face. In the emotional ritual scenario: Shuangxi (Forget-me-not) deeply participated in wedding expos, embedding the product into the ritual flow of wedding favors. Rather than placing the prod- uct on a shelf, it placed the product at the origin of the scenario. In the light fashion scenario: Huanghelou (Iced Coffee) features a square, lipstick-style pack- age that is compact and portable, fitting young- adult scenarios such as café check-ins, intimate gatherings with friends, or late-night work. Here, the cigarette transforms from a consumable into a fashion accessory—the product becomes the en- try point to the scenario. In the everyday stress-relief scenario: Low- tar, mild-flavored slim cigarettes precisely address "lightweight stress relief" needs during late nights, moments of solitude, or afternoon relaxation. This reconstructs the traditional function of "satisfying a craving"—shifting from "high-intensity gratifi- cation" to "gentle companionship." The common thread in these cases is that they no longer attempt to educate scenarios with products, but instead allow scenarios to redefine the products. From "exposure rate" to "response rate" Implementing a scenario strategy cannot stop at product-level improvements; it requires building a complete scenario marketing loop. Brands must focus not only on exposure rate—how many peo- ple see them—but also on response rate—in how many scenarios are they needed by users, and how many times have they responded. For Chinese-style cigarettes, this means re- structuring at three levels: First, restructuring the competitive dimen- sion. Future competition will no longer be about who is number one in the category, but who can become the preferred choice in a given scenario. Let consumers "think of Brand X when staying up late," "choose Brand Y for weddings," or "pull out Brand Z for business occasions"—scenario becomes the most solid brand moat. Second, restructuring product logic. Tradi- tional innovation focuses on physical indicators such as taste and tar content; scenario innovation treats the product as a carrier of experience. The way packaging opens, the ritual of taking out a cig- arette, the convenience of sharing—these seem- ingly peripheral design elements actually serve the emotional needs and social expression required by the scenario. Third, restructuring marketing logic. Tra- ditional marketing relies on channel distribution and mass advertising, placing products on shelves and waiting for purchase. Scenario marketing goes deep into the origins of scenarios—high-end of- fice buildings, creative industrial parks, wedding venues, cultural tourism sites—using immersive tastings, circle-based events, and IP collaborations to make the product part of the scenario. Scenario is the channel; experience is the marketing. For Chinese-style cigarettes, the ebbing of traditional scenarios is not the end, but the begin- ning of a new starting point. Moving away from the old path of extensive growth and embracing scenario-driven growth logic is, in essence, the necessary journey for brands to shift from "self- centeredness" to "user-centeredness." The competition of the future is no longer about whose cigarette tastes better, but about who can become the user's first choice at more critical moments. From the textural resonance of busi- ness gifting, to the aesthetic socializing of young- adult scenarios, to the deep bonding of emotional rituals—scenario innovation is not about minor product fixes, but about reconstructing brand val- ue, reshaping user relationships, and revitalizing growth logic. For decades, Chinese cigarette sales benefited from deeply rooted social traditions such as business banquets, gift-giving, and wedding and funeral gatherings. As these customs evolve and traditional social occasions become less central, the consumption patterns that long supported cigarette sales are gradually weakening.

• Cover