Tobacco Asia

Volume 19, Number 2

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Page 27 of 79

28 tobaccoasia / Issue 2, 2015 (May/June) By Nattira Medvedeva As the popularity of e-cigarettes continues to grow among consumers, especially in Western markets, the demand for e-cigarettes and e-liquids has in- creased exponentially, providing a very lucrative opportunity for producers both large and small to enter this burgeoning industry. Currently, the majority of e-cigarette hardware and liquids that are available in the global market are manufactured by companies from China. More specifically, they are manufactured by companies based in Shenzhen, one of China's fastest grow- ing cities and well known as a manufacturing base for a wide variety of products, including high-tech- nology electronic goods. There are currently thou- sands of companies in Shenzhen, small and big, that are supplying e-cigarette hardware and liquids to the global market, which is no surprise consid- ering the city's strong manufacturing economy and the simple fact that the e-cigarette has its origins right here in China. However, a challenge that these Chinese sup- pliers face is some Western consumer perception that goods "made in China" may fall short of qual- ity standards or are less preferable to goods that are made in the Western world. This perception affects the producers of e-cigarettes and e-liquids as, understandably, consumers are more keen to understand the contents and quality of products that they will be inhaling directly into their lungs. "It is the wrong perception that products manu- factured in China have 'lower quality' than those made elsewhere," said Zhixuan Zheng, general manager of Changning Dekang Biotechnology, a leading manufacturer of e-liquids and also the pro- ducer of DeCloud shisha fruits, which are made of 100% real fruit, contain no harmful combustion products, and last three times longer than conven- tional shisha tobacco. "We are convinced that lower quality products have been produced in other parts of the world as well, not only in China. However, Dekang and its subsidiary strictly produce products following European and American standards and our production process meets the GMP standard." Dekang e-liquids are produced in the com- pany's state-of-the-art facilities, which cover over 10,000 sq.m of space in Shenzhen and in Changn- ing, a city in Yunnan province. Dekang's quality control standards are among the highest in the industry, with its "ultra clean" 100,000- class dust- free workshop and having received the GMP, HA- LAL, RoHS, and CE certificates. "What Dekang needs to do [to address the misperception about "made in China" products] is to put quality and safety control first; maintain our philosophy of using pharmaceutical-grade raw materials and herbal extracts, which we have done since Dekang was founded in 2003; focus on cus- tomer experience and continue to lead the industry," said Zheng. Dekang has also established long-term partnerships with the University of South Florida, University of Geneva, and other scientific research institutions and conducted a series of research to prove the safety of their products. E-liquids: "Made in China" and Made Better

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