In recent years, the “Pop Mart phenomenon” has become a model for many consumer brands. Pop Mart has successfully established strong emotional connections with its customers through its character-driven IP (Intellectual Property) model, leading to brand premiums, user loyalty, and viral marketing. However, for industries like the vape sector, is this approach of creating “character IP” suitable? Can vape brands also capitalize on their own IP explosion in the future?
As the vape industry faces stricter regulations and fierce competition, the key to sustained growth and differentiation lies in the brand itself. Among all the strategies available, one of the most promising ways for vape brands to break through and survive is through “IP transformation.” This is not simply about creating a cute mascot or character, but about building a meaningful, value-driven brand identity that resonates deeply with its target audience.
This blog will explore the need for IP transformation in the vape industry, analyze the trend from the perspective of emotional branding, and delve into how the industry can build strong, enduring brands through effective cultural expression.
Why Vape Brands Need IP Transformation
As the vape industry has grown, the technical barriers to entry have decreased significantly. This has led to an increase in the number of brands, resulting in a commoditized market where product differentiation is minimal. Let’s break this down:
- Similar Flavors and Experiences: As brands continue to offer similar flavors with comparable experiences, the vape product itself becomes less of a distinguishing factor.
- Identical Designs: Product designs often lack distinction, with many brands opting for similar shapes, colors, and styles.
- Price Wars and Shrinking Profit Margins: With more players entering the market, many vape companies are engaging in aggressive price competition, thereby reducing their profit margins.
In this context, product features such as “long battery life” or “98% flavor retention” no longer serve as significant differentiators. The vape industry faces a dilemma: how can a brand stand out when everyone is offering similar products at the same price?
The answer lies in shifting from “functional competition” to a deeper form of “cultural and emotional competition.” Brands that focus on evoking emotions and creating a cultural connection with their users are the ones that are more likely to survive and thrive.
Take Pop Mart as an example. Pop Mart’s success wasn’t driven solely by its character’s appearance or cuteness. The real appeal of Pop Mart’s characters lies in their ability to represent an emotional narrative or an identity that resonates with its audience. For instance, the popular Molly character is not just a cute doll, but a representation of the “lonely yet confident” youth mentality. Pop Mart’s success proves that an IP isn’t just a logo or mascot—it’s a personality that can communicate on behalf of an entire group of people.
The IP Transformation Strategy for Vape Brands
For the vape industry to succeed in the realm of IP, brands need to understand that the future of the industry will not be built on selling simple products or features but on creating an emotionally compelling, culturally relevant, and personality-driven brand. To achieve this, vape brands must look beyond basic “cute” representations and focus on building a more comprehensive, systemic brand personality.
Vape brands need to create an IP that is not just about an adorable image but one that reflects a complete brand expression. Below are the key attributes for a successful IP transformation in the vape market:
1. The Emotional Touch – “Warmth”
In today’s market, particularly among Gen Z consumers, the focus is on whether the brand understands their lifestyle, mood, and inner world. For vape brands, it’s no longer enough to advertise the product with specifications like “long battery life” or “high flavor accuracy.” Instead, it’s about conveying an emotional experience that resonates with consumers.
For instance, rather than simply saying “900 puffs,” the brand can offer something more meaningful: “900 puffs of time spent alone, reflecting on life.” Rather than claiming “98% flavor retention,” a brand could evoke a memory with a more emotional pitch: “The taste of blueberry ice cream from your childhood.”
This kind of emotional “warmth” creates a deeper bond between the consumer and the brand. Consumers are more likely to feel emotionally connected to a brand when it speaks to their personal experiences and desires. This emotional connection is the foundation upon which brand loyalty is built.
2. The Cultural Foundation – “Belonging”
The next step in building a successful vape IP is creating a brand that is tied to a specific culture or subculture. Brands that can carve out their own niche by tapping into specific groups or cultural movements can generate strong brand loyalty.
A successful IP is not necessarily about appealing to everyone but about resonating deeply with a targeted group. For example, vape brands could target:
- Nightlife Enthusiasts: These individuals, who enjoy clubbing or partying, might be drawn to limited-edition designs or partnerships with famous DJs.
- Outdoor Lovers: These consumers may prefer vapes that are durable, waterproof, and designed for extreme conditions, thus emphasizing their “adventurous” lifestyle.
- Digital Art and Cyberpunk Enthusiasts: Vape brands could connect with fans of futuristic aesthetics and virtual reality, offering products that align with their interests.
This is not about narrowing down the user base; it’s about creating a sense of identity and belonging. The brand becomes a cultural symbol or a lifestyle label that consumers proudly identify with.
3. The Brand Attitude – “Authenticity”
Finally, a successful IP must embody a strong brand attitude. Attitude is the essence of any IP, as it reflects the core values and beliefs of the brand. Brands with strong, distinct attitudes are more likely to attract consumers who align with those values.
For instance, some vape brands may choose to convey the following attitudes:
- Freedom and Individuality: “Adults are responsible for their choices—no preaching needed.”
- Environmental Consciousness: “We vape, but we do so responsibly and sustainably.”
- Gender and Identity Expression: “We embrace individuality, celebrating personal style and gender expression.”
A brand’s attitude becomes a representation of its values, and consumers are more likely to support a brand whose values align with their own. Consumers today care about the values behind the brands they support, making brand attitude essential for differentiation.
Three Possible IP Paths for Vape Brands
Drawing from Pop Mart’s experience and emerging trends in the vape market, there are three key IP paths that vape brands can pursue in the future:
1. Brand Personality IP – Creating a Unique Identity
Just like Supreme or Tesla, which rely on their unique brand personalities, vape brands can create a strong, recognizable brand persona. This can be achieved by developing a consistent visual language, style, and identity that embodies a specific way of life. Some examples include:
- Minimalist or cyberpunk design themes that build a sense of exclusivity.
- Content that expresses a particular lifestyle, such as “city night wanderers” or “free spirits.”
- Flavor names that evoke emotional responses, such as “Caramel Loneliness” or “Blueberry Jet Lag.”
This type of IP focuses on building a strong and distinctive identity that appeals to a specific group of people.
2. Collaborative Culture IP – Engaging with Popular Culture
The next approach is to collaborate with cultural elements that resonate deeply with the target audience. Vape brands can create partnerships with artists, musicians, and other cultural icons to enhance the brand’s cultural relevance. Potential strategies could include:
- Collaborations with well-known graffiti artists, musicians, or anime figures.
- Limited edition collections tied to specific festivals, cities, or even collaborations with specific venues.
- Creating products that become “cultural conversation starters.”
Through these collaborations, vape brands can elevate their cultural presence and appeal to consumers who identify with the art, music, or subcultures these collaborations represent.
3. Virtual/ Digital Persona IP – Becoming a Media Platform
The advanced strategy for vape brands is to create a virtual or digital persona—something akin to a virtual influencer or character—that embodies the brand’s personality. This digital persona can become part of the brand’s identity and interact with users across social platforms. Possible steps include:
- Having a virtual DJ or influencer who promotes the brand on social media, interacts with fans, and participates in brand-driven events.
- Becoming involved in the digital art and technology space, sharing content and connecting with younger audiences.
- Encouraging user-generated content and allowing consumers to co-create brand experiences.
This type of IP enables vape brands to evolve from just a product into a media platform that fosters community interaction and brand storytelling.
Conclusion: IP Transformation as a Brand’s Defensive Moat
As the vape industry faces increasing regulations and global competition, the next phase of growth won’t be based on “cost control” or “channel expansion.” Instead, it will depend on whether brands can build lasting cultural value and emotional connections with their customers while staying within the legal boundaries.
The key question that vape brands must answer in the coming years is:
“Who is vaping this brand of vape? What kind of life are they living? What do they believe in?”
The vape brands that can create a systemic, personalized, and culturally meaningful brand experience will be the ones to stand out. They’ll be the brands that shape the cultural identity of the future of vaping.
If you’re currently building a brand IP, feel free to reach out and share your thoughts. Together, we can create the next-generation vape IP world.
