SKE Crystal Bar’s popularity in the UK leads to “Crystal” imitations rampant in the black market

In 2021, the Chinese e-cigarette company SKE launched a disposable e-cigarette in the UK called “Crystal Bar”. Its unique feature is that it is made of crystal material and presents a dazzling gradient color. The appearance is different from other electronic cigarette products on the market.

After the product was launched, it became a hot product in the British e-cigarette market.

According to people familiar with SKE, monthly sales of SKE Crystal Bar exceed 10 million units.

Recently, Zhang Lei (pseudonym), a senior practitioner in the British e-cigarette market, revealed to us that many products similar to SKE Crystal Bar have emerged on the British e-cigarette black market. These products are usually sold under the names “Crystal Pro” and “Crystal Pro Puls” and other names. In addition, the appearance also adopts dazzling gradient colors.

Hayati Crystal Pro

Some products that look similar to the Crystal Bar in the British e-cigarette online mall.

Such as HAYATI CRYSTAL, SKY Crystal Bar and THE CRYSTAL PRO MAX, etc. They all have 4,000 puffs e-cigarettes on sale. It is worth noting that according to British regulations, products with an e-liquid content exceeding 2ml (about 600 puffs) are illegal.

Regarding the reason why Crystal Bar is imitated by the black market, Zhang Lei believes that the above-mentioned e-cigarettes brands can be classified as “trade brands.” This type of brand allows manufacturers to customize products according to the needs of channel dealers. Because Crystal Bar is popular and in high demand in the market, these “trade brands” is following Crystal Bar’s lead.

Zhang Lei further states that the overall innovation level of the British e-cigarette market is not high. Therefore, the large-scale innovation and change limits the market appeal. However, channel dealers are extremely sensitive to product prices. As long as they look similar to best selling e-cigarettes and taste good, these products can still have a certain market share even if they lack major innovation.