'Give 'em the vape, sell 'em the pods': razor-and-blades methods of pod e-cigarette pricing.
'Give 'em the vape, sell 'em the pods': razor-and-blades methods of pod e-cigarette pricing.
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“给他们电子烟，卖给他们电子烟”：电子烟定价的“剃刀和刀片”方法。
DOI：
10.1136/tobaccocontrol-2020-056354
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发表时间：
2022-11
期刊：
影响因子：
5.2
通讯作者：
Jackson, Sarah E.
中科院分区：
文献类型：
--
作者：
Tattan-Birch, Harry;Brown, Jamie;Jackson, Sarah E.
剃须刀和刀片模式是一种定价策略，它亏本销售剃须刀手柄等基础产品，但通过重复销售刀片等补充产品来赚取利润（这反映在谚语“给他们剃须刀，卖给他们刀片”中，这句谚语被广泛误认为是国王C。Gillette）。1这一策略已被用于无数行业，从游戏机到喷墨打印机。1最近，它已被pod电子烟（“e-liquette”）制造商采用。JUUL，Vuse，blu和Logic等Pod电子烟使用预先填充有电子液体的一次性烟弹（“pod”）。平均而言，这些烟弹的价格是同等数量瓶装电子烟液价格的四倍，这使得它们在北美比同等数量的可燃香烟更贵。2那么，豆荚电子烟制造商如何克服这种价格差异呢？在北美和欧洲，一些人已经开始使用剃刀和刀片定价模式-廉价或免费提供基础电子烟设备（“vape”）（图1），但在一次性设备特定的豆荚上赚取巨额利润。这种策略可能会影响电子烟的使用和电子烟使用者选择的设备类型，并可能对行为、公共卫生和经济产生影响。首先，它可以鼓励吸烟者尝试转向vaping。阻止吸烟者使用电子烟的关键障碍之一是设备的感知成本。4.更多的无或低前期成本的设备可能会吸引吸烟者尝试电子烟作为戒烟的一种方式，这可能会对公共健康产生积极影响。但是，一旦他们开始使用剃须刀和刀片价格的设备，与其他电子烟或尼古丁产品相比，继续使用豆荚的成本增加可能会减少吸烟者完全转换的数量。4或者，吊舱使用成本的增加可能会鼓励用户转向可再填充的电子烟，这种电子烟可以用瓶装电子液体廉价地加满。第二，它可能会鼓励年轻人使用电子烟。最近在美国青年vaping的上升是由吊舱设备的使用增加驱动的。8就像香烟单和10包被用来吸引年轻人吸烟几乎没有可支配收入，9剃须刀和刀片价格的吊舱设备的前期成本低可能导致了一些国家的青年vaping的增加，如美国。在英国，最近有证据表明英美烟草公司在没有年龄验证的情况下免费分发Vype，导致18岁以下的人获得免费样品。3令人惊讶的是，该活动并不违法，
The razor-and-blades model is a pricing strategy of selling base products, like razor handles, at a loss but making profits on repeated sales of complementary goods, like blades (reflected by the proverb ‘Give ‘em the razor, sell ‘em the blades’, widely misattributed to King C. Gillette). 1 This strategy has been used across a myriad of industries, from games consoles to inkjet printers. 1 More recently, it has been adopted by pod electronic cigarette (‘e-cigarette’) manufacturers.Pod e-cigarettes like JUUL, Vuse, blu, and Logic use disposable cartridges (‘pods ‘) that are pre-filled with e-liquid. On average, these cartridges cost four times the price of the same amount of bottled e-liquid, making them more expensive in North America than the equivalent number of combustible cigarettes. 2 So how do pod e-cigarette manufacturers overcome this price differential? Across North America and Europe, some have begun using razor-and-blades pricing models—providing a base e-cigarette device (‘vape’) cheaply or for free (figure 1) but making large profits on disposable device-specific pods. 1 3 This strategy may influence both uptake of vaping and the types of devices vapers choose, with potential behavioural, public health, and economic implications. First, it could encourage smokers to try switching to vaping. One of the key barriers that stops smokers from using e-cigarettes is the perceived cost of the devices. 4 5 Greater availability of devices with no or low upfront cost might attract smokers to try e-cigarettes as a way to stop smoking cigarettes—which could have a positive impact on public health. 6 But, once they start vaping with razor-and-blades priced devices, the increased cost of continued pod use might reduce the number of smokers switching completely compared with other e-cigarettes or nicotine products. 4 Alternatively, the increased cost of pod use might encourage users to switch to refillable e-cigarettes, which can be topped up cheaply with bottled e-liquid. 7 Second, it might encourage uptake of vaping among young people. The recent rise in youth vaping in the US has been driven by increased use of pod devices. 8 Just as cigarette singles and 10 packs were used to attract young people with little disposable income to smoking, 9 the low upfront cost of razor-and-blades priced pod devices may have contributed to rises in youth vaping seen in some countries, such as the US. In the UK, there has been recent evidence of British American Tobacco distributing Vype for free without age verification, which resulted in people under 18 receiving free samples. 3 Surprisingly, the activity is not illegal as
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