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Relationship Between DOJO and SMOORE: Exposure via VAPORESSO ?

July 22, 2024

Recently, a new e-cigarette brand named DOJO appeared on the website of VAPORESSO, a brand under SMOORE. DOJO is classified as an ODM (Original Design Manufacturer) brand. Currently, DOJO has released three e-cigarette products: DOJO BLAST 6000, and the DOJO OPAL series’ DOJO OPAL 12000 and DOJO OPAL 7000.

VAPORESSO’s Exposure Support

On the VAPORESSO website, DOJO is given a prominent position, occupying the second section and the main promotional spot on the homepage. However, DOJO’s products do not appear in VAPORESSO’s product list. Instead, the promotional link redirects directly to DOJO’s website, and the images on the VAPORESSO website serve to generate traffic and exposure for DOJO.

According to the information released on the website, as of July 18, DOJO has published two blog articles: one about the brand’s founding vision and the other about its environmental commitment.

Global Network of E-Cigarette Enthusiasts: DOJO aims to create a global network of e-cigarette enthusiasts united by their shared passion.
Sustainability: The brand is dedicated to eco-friendly packaging and energy-efficient devices, exploring ways to make products more sustainable and reduce environmental impact.
Social Media Presence

DOJO maintains social media accounts on YouTube, Facebook, and Instagram, with a primary focus on Facebook and Instagram. Through community interactions, DOJO shares detailed product information. From their Instagram posts:
- June 11: DOJO officially announced the brand’s launch.
- June 18: The first product, DOJO BLAST 6000, was released.
- July 3: DOJO OPAL 12000 and DOJO OPAL 7000 were released.
Notably, at the Dubai E-Cigarette Expo on June 12, DOJO’s products were also displayed at VAPORESSO’s booth. The booth staff mentioned that DOJO is a client’s brand exhibited by VAPORESSO.
Product Range: Refillable and Disposable

According to social media content, DOJO claims that the DOJO BLAST 6000 is only targeted at the EU TPD market, excluding the US market. This product has been stocked in several e-cigarette retail stores in the UK, although its price has not been disclosed. The DOJO BLAST 6000 is categorized as a refillable device on the VAPEUK website, with a structure similar to many disposable products on the market.

The device features a top-down filling structure, with a 2ml pod nested within a 10ml e-liquid tank. This design reportedly increases e-liquid utilization by 40%. The DOJO BLAST 6000 comes with a pre-filled 2ml pod and a 10ml e-liquid tank (20mg/ml), offering up to 6000 puffs. It has a built-in 650mAh battery with dual modes (Turbo mode or Normal mode) and an LED screen to display usage information.

The UK’s MHRA (Medicines and Healthcare products Regulatory Agency) e-cigarette query system shows that the device and its refill pods were publicly listed in mid to late June. The companies listed for these products are SHENZHEN SMOORE TECHNOLOGY LIMITED and NEXIFLY HONG KONG LIMITED. SHENZHEN SMOORE TECHNOLOGY LIMITED, a subsidiary of SMOORE International Holdings Limited, is also the owner of the VAPORESSO brand. NEXIFLY HONG KONG LIMITED, established in February 2024, is registered as the trademark owner of DOJO and provides the DOJO BLAST refill containers. Business records indicate that NEXIFLY HONG KONG LIMITED has registered two brand trademarks, DOJO and “OSAM”.

The other two products, DOJO OPAL 12000 and DOJO OPAL 7000, are disposable e-cigarettes:
- DOJO OPAL 12000: 16ml e-liquid capacity (20mg/ml concentration), 800mAh battery, Eco mode, Power mode, and an e-liquid and battery level display screen.
- DOJO OPAL 7000: 10ml e-liquid capacity (20mg/ml concentration), 600mAh battery, 14W output power.
Both DOJO OPAL products feature screens to display e-liquid and battery levels, though they use numeric displays rather than the larger screens more common in the US market.
The Relationship Between VAPORESSO and DOJO under SMOORE

VAPORESSO, an open-system e-cigarette brand under SMOORE, has recently launched a series of “Powered by VAPORESSO” e-liquid brands such as DELICIU, as well as disposable and refillable brands like DOJO. This indicates SMOORE’s active engagement and strategic focus on these markets.

SMOORE’s 2023 Annual Report Highlights

According to SMOORE’s 2023 annual report, their proprietary brand VAPORESSO continues to drive growth, achieving RMB 1.85 billion in overseas revenue, a 26.0% increase compared to the previous year.

Relationship Between DOJO and SMOORE through VAPORESSO Exposure

The annual report highlights the ongoing efforts to enhance brand presence and market penetration: “In terms of marketing, we have completed the digital management of our marketing channels and increased efforts to expand overseas markets. Local teams have been established in major markets to continuously improve consumer insights and swiftly meet diverse consumer needs while pushing products to retail endpoints.”

Examining SMOORE’s primary business operations, DOJO appears to be a blend of the first and second business lines. It leverages the “proprietary open-system devices” of VAPORESSO to “design and manufacture closed-system electronic vaping devices.”

DOJO’s Market Entry and Strategy

DOJO quickly gained market attention through significant exposure on the VAPORESSO website. However, its products are not directly listed under VAPORESSO’s product catalog. This strategic move may be intended to differentiate the brand image, using VAPORESSO’s brand influence to quickly establish trust in the market.

The emergence of DOJO demonstrates the deepening collaboration between leading brands (VAPORESSO) and their clients, reflecting a shift from simple brand management to more complex brand ecosystems in the e-cigarette market.

Future Prospects for DOJO

While DOJO has made a strong initial impact, its ability to further expand its influence in the global market remains to be seen.