China Reins in E-Cigarette Sector Amid 'Excess Capacity' and Fierce Competition

The golden age of unchecked expansion is ending as Beijing tightens the valves. China's national tobacco regulator unveiled plans on Thursday, December 26, to tighten controls over e-cigarette production and investment, addressing concerns over fierce intra-industry competition and excess capacity.

Curbing Aggressive Investment and Expansion

According to the draft policy, the move is the latest step in a broader effort to enhance regulatory power over the tobacco sector, which operates as a functional state monopoly. It follows a State Council opinion issued earlier this month that placed e-cigarettes and nicotine pouches under stiffer oversight.

The regulator's goal is to prevent the blind expansion of production capacity. By restricting new investment projects, the government aims to stabilize the market and eliminate inefficient players who have contributed to the current glut in supply.

Impact on the Global Supply Hub

As the world's primary manufacturing hub for vaping products, any shift in China's domestic policy sends ripples through global markets. Experts suggest that these tighter rules'll likely favor established players with strong ties to the state, while smaller, independent manufacturers might find it increasingly difficult to stay afloat.