Bojia Feng's questions to RLX Technology Inc (RLX) leadership • Q1 2025
Question
Bojia Feng from CITIC Securities asked about the progress of Europe's product transition from disposables to 'big puff' devices, future product trends, and RLX's strategies to capture more market share.
Answer
Chao Lu, Chief Financial Officer, stated that the transition to big puff products is accelerating in markets like the U.K. ahead of the official disposable ban, with the conversion expected to be complete by year-end. To gain market share, he outlined a two-part strategy: 1) continuously optimizing the product portfolio based on market data, and 2) implementing localized channel strategies, such as a franchise model in Asia, to improve route-to-market effectiveness.