On December 30th, the global atomization technology giant FEELM, the atomization technology brand of Smoore International, held a global media open day event with the theme of "Through the taste secrets" at Shenzhen Zhongzhou Future Laboratory yesterday, and innovatively released the industry's first taste Scientific model, and announced the formal establishment of FEELM Taste Research Center.
What is the difference between the strawberry in the strawberry garden in California at 6 o'clock in the morning and the taste of it after lying in the supermarket refrigerator a few hours later? Is there an atomization technology that can accurately restore the taste difference between the minute? This is a question that an American customer posed to the founding team of Smoore many years ago.
Taste is the core issue of electronic atomization scientific research. In this field, FEELM continues to innovate. From consumer taste research to the establishment of a scientific taste evaluation system, FEELM is exploring the secrets of good taste and deeply analyzing the future development path of electronic atomization science.
According to FEELM, the taste is the intuitive feeling of consumers during the atomization experience. The taste seems to be just sensory evaluation, but behind it is a combination of aerosol science, engineering thermophysics, biomedicine, neurobiology, etc. A rigorous, complex, systematic and complete scientific system of various disciplines.
At the event site, FEELM tried to scientifically describe the taste and released the industry's first taste scientific model.
The model covers 51 detailed indicators in 4 dimensions of taste, fragrance, breath and stiffness, corresponding to the feelings of different human sensory organs such as mouth, tongue, nose, and throat in the process of consumer atomization experience. A systematic system for level recognition of good taste.
In the very early stage of the electronic cigarette industry, most small cigarette users still have a very rough concept of the taste of the product. Generally, there are three kinds of judgments on the taste: "good", "fair", and "bad". . But where is it good? What's wrong? However, it is difficult to know its criteria.
The model can make users more three-dimensional and clear about the vague concept of "mouthfeel", which in turn enables FEELM to optimize and improve users' taste refinement needs.
Han Jiyun, general manager of the FEELM division, said that taste is a rich vocabulary, and the taste universe is all-encompassing. Behind the good taste is the complete scientific system of basic research, the excellence of R&D and manufacturing, the strict control of quality standards, and the awe of science and ingenuity.
At present, Smol has established a number of basic research institutes in China and the United States, introduced more than 700 atomization experts from around the world, and built a world-leading atomization technology platform. The research related to taste has accounted for 75% .
While scientifically deciphering a good taste from the sensory level, FEELM is also trying to crack the deeper secrets behind the taste. According to the "2020 China Electronic Atomization Equipment Taste Research Report" released by Frost & Sullivan, in the taste measurement index, the comprehensive taste, aroma and mist ranks among the top three, accounting for 66% and 61% respectively. , 50%.
To this end, FEELM has set up a taste testing team and established a taste testing laboratory to conduct in-depth research and analysis on how to improve the comprehensive taste of taste, make the aroma reduction degree and layering stronger and other taste experience problems. .
Blue Hole and other media partners went to the laboratory for a quality test experience. The overall experience gave people the impression of two words: professional. What seems to be a simple "quality test" actually needs to go through many complicated but necessary processes before it can be regarded as a serious "quality test".
Let's take a look at how other professional quality testing is carried out.
In order to ensure the authenticity of the taste experience and the original taste of the taste will not deviate, a lot of preparations need to be done in the early stage of the test, such as washing hands, chewing yellow peaches to reset taste buds, drinking warm water to clean the mouth, and smelling coffee beans to wake up the sense of smell.
It is like painting only on a piece of white and flawless white paper, the colors in the painting can be completely restored.
After completing the product test, you need to score the taste reduction degree, smoke volume, aroma concentration, and coolness according to your own taste experience.
After submitting the taste record form, the staff then conduct a comprehensive analysis and testing of the mist, atomization core, and tobacco rod through the machine. Finally, a scientific and comprehensive diagnosis report is generated through the joint determination of manual and machine.
The entire process of product testing is like going to a hospital for treatment, requiring both manual consultation by a doctor and laboratory testing by medical equipment. The diagnostic report can help FEELM prescribe the right medicine, accurately find the pain points of the atomization experience, and find a more scientific direction for the next step of the product taste research.
Taste is one of the main factors for consumers to choose products. Good taste is important, but product safety and quality are also an important prerequisite for good taste, and it is also the most concerned issue for brands and consumers.
For this reason, Simer has built a very strict and standardized product safety standard version 3.0.
As an important part of version 3.0, the "Fog Safety Standard" covers all PMTA testing items and expands more testing dimensions; the "Material Safety Standard" is the first in the industry and covers the safety testing of more than 50 electronic atomization materials. It can ensure that the electronic atomization equipment meets the safety testing requirements of international medical devices.
It is reported that this standard exceeds the EU TPD and French AFNOR standards.
In addition, FEELM has also established a complete quality management system and obtained international quality management system and medical device quality management system certification. The yield rate of electronic atomization equipment manufacturing is as high as 99.9%, and the average leakage rate of market arrival is less than 0.01%.
The excellent quality of the atomizer core is an important driving force for brand products to quickly occupy the market and users continue to repurchase. In this regard, FEELM actually has very typical examples of partners.
Domestically, RELX is the representative. In 2019, FEELM cooperated with RELX to build the world' s largest dedicated factory for electronic atomization equipment. According to Nielsen data, as of May 2020, RELX has occupied the largest share of the closed electronic atomization market in 19 new first-tier cities in China. 69%.
Foreign countries are represented by Vuse under British American Tobacco. In the first half of 2020, Vuse's outstanding performance in the US and Canadian markets increased its market share from 15.5% to 26% and 11% to 35%, respectively. Thanks to the high growth of Vuse, British American Tobacco's e-cigarette business had revenue of 265 million pounds during the epidemic, an increase of 40.8% year-on-year, and its pod sales increased 43% year-on-year.
It can be seen that a good supply chain can solve the brand's worries about the product, and the brand can devote itself to marketing and strategic location.
Currently, FEELM has a production capacity of over 1.2 billion units, and its products cover Asia, Europe, America, Oceania, Africa and other regions.
n this event, FEELM also officially opened the taste research center. The center will carry out systematic research on the taste mechanism, safety, biomedicine, artificial intelligence, etc., and draw a map of the taste of the world.
Specifically, FEELM plans to include the influence of human emotion factors and behavior patterns on taste into the research scope, analyze people's taste experience of different products under different emotions or physical states; build a future-oriented safety scientific research matrix, referring to the global Leading safety standards, formulating higher-level internal safety standards; introducing biomedical and artificial intelligence technologies into the field of electronic atomization, focusing on the impact of electronic atomization equipment on respiratory function, tissues, cells, biological macromolecules, etc. Research and build a big data analysis platform.
Up to now, Simer has conducted in-depth cooperation with Tongji University, Tsinghua University, Princeton University and other universities at home and abroad on the taste research of electronic atomization products.
Taste secrets, endless exploration
This is the slogan of Dr. Xiong Yuming, vice president of the Shenzhen Institute of Basic Research, in his speech.
In Dr. Xiong Yuming's view, taste research is a scientific journey that requires long-term investment and continuous exploration. It requires more collaborative exploration by scientists with different research backgrounds, and it requires collisions between different disciplines.
To quote the Swedish clinical psychologist Karl Fagstrom, the era of long-term research in the electronic atomization industry has arrived.
Post time: Jan-21-2021