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Key Points:
1.Product form trending towards HTP: Several brands have recently launched magnetic suction open system products, using a "device + external power supply" modular magnetic suction structure, resembling HNB products such as IQOS iluma in appearance and usage logic.
2.There are clear differences in channel layout: SMOK and KIWI are already selling online in markets such as the US, UK, and Italy, with KIWI 2 targeting a high-end demographic. On the other hand, ASDF and Kardinal have only appeared at trade shows and have no online sales record yet.
3.Design ideas are trending towards "HTP-ization": Some open systems are shifting from the traditional "screen display + adjustment" route to a more lightweight, battery-oriented product form, reflecting a new round of transformation and exploration in the industry in terms of user experience and device structure.
【By 2Firsts】Recently, many e-cigarette brands have been releasing magnetic suction open system products. These products have a distinct contrast in overall form compared to traditional open systems equipped with screens. Instead, they are closer to HNB products in terms of design logic, usage method, and battery life structure, especially the IQOS iluma.
This type of product generally adopts a modular structure of "device body + external power supply," with the two components connected through magnetic suction, and the appearance is highly similar to IQOS Iluma. As early as 2023, at the Dortmund Tobacco Expo, KIWI introduced a representative product of this design concept - KIWI 2. Recently, 2Firsts found in their research that SMOK, ASDF, and Kardinal have also successively introduced open devices with similar magnetic suction structures, reflecting the industry trend of some e-cigarette products converging in terms of exterior design and structural logic with heated tobacco products (HTP).
Many Brands are Launching Products that are Similar in Form to HTP
2Firsts has compiled the specifications of two representative products for industry reference:
In terms of pod capacity, the SMOK Airmate has a capacity of 2.0ml, while the KIWI 2 has a capacity of 1.8ml. According to the vapevo website, KIWI 2 supports the use of pre-filled pods with 7 different flavors, catering to both open and closed system preferences.
In terms of battery life structure:
·SMOK Airmate features a built-in 500mAh battery and supports an external 2500mAh removable battery.
·KIWI 2 is equipped with a 400mAh built-in battery and supports an external 1800mAh battery.
During a field research at the World Vape Show Dubai 2025, 2Firsts also discovered that Malaysian e-cigarette brands ASDF and Kardinal showcased open system products utilizing magnetic suction design.
These products utilize a "pen-like" design for their atomization devices, distinguishing them from the common screen-equipped designs on the market, such as Aspire Pixo Neo, Geekvape Digi Q Vista, HQD APEX, VOZOL ACE PRO, and others. In comparison, products released by SMOK, KIWI, ASDF, and Kardinal do not feature smart screens, but they do possess certain advantages in terms of grip comfort and ease of charging.
Sales Channels and Pricing Strategy:
Currently, the market promotion and sales channel layout of SMOK and KIWI products has gradually begun.
·The SMOK Airmate has launched on the e-cigarette distributor website Vapesourcing in the United States and United Kingdom with a price of $29.99 and £22.99, respectively. The product has also been featured on the official SMOK website.
KIWI 2 has landed on e-commerce platforms in Italy, such as Amazon, vapevo, and pipeline-store. The price on the vapevo website is 69.90 euros. Prior to this, KIWI brand staff had told 2Firsts that the KIWI2 series of e-cigarettes are known for their high quality and are targeted towards high-end consumers, hence the higher price.
However, currently ASDF and Kardinal's related products only appear at the exhibition site, and sales information has not been found on their official website or major online distributor platforms.
As a leading global NGP media and think tank, 2Firsts is committed to providing the latest product and technology information and insights to practitioners worldwide in categories such as e-cigarettes, heated tobacco products, and modern oral products, driving technological change and innovation in NGP products worldwide, thus bringing consumers worldwide less harmful products and lifestyles.
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