Credit: CFP
AsianFin -- Shenzhen's e-cigarette industry, once thriving from robust exports, is now grappling with the fallout of rising U.S. tariffs.
The sharp increase in duties on e-cigarette products has led to a significant decline in shipments, particularly to the U.S. — one of the largest and most lucrative markets for Chinese producers. For Tina, a manager in the air freight sector, this shift has been dramatic.
Previously, overseeing regular flights carrying e-cigarette components from Shenzhen to Los Angeles was part of her routine. Now, those shipments have come to a halt as U.S. tariffs soar.
"Just a week ago, we were preparing for exports, confident the industry wouldn't be affected," Tina said. "But suddenly, clients pulled their orders. The surge in customs costs, combined with the uncertainty around policy changes, has made it too risky to proceed."
Shenzhen's Bao'an District, a cornerstone of the global e-cigarette manufacturing ecosystem, plays a pivotal role in the industry. The district is responsible for more than 95% of China's e-cigarette production, with Shenzhen contributing a substantial 70%.
Bao'an has become home to major players like Smoore International and RLX Technology, with e-cigarette production driving the local economy.
In 2022, e-cigarettes were a key driver of Bao'an's industrial growth, contributing 10.8% to industrial output and 5.1% to the district's GDP. The district had set its sights on building a trillion-yuan e-cigarette industry cluster by 2025, but the U.S. tariff hikes have raised doubts about this ambitious target.
The U.S. has long been the largest market for Chinese e-cigarette exports. According to Chinese customs data, in 2024, the U.S. accounted for $3.7 billion of China's $10.96 billion in e-cigarette exports. With tariffs now driving up costs, many businesses are feeling the pinch.
He Chun, who runs an e-cigarette component business in Bao'an, has seen the impact firsthand. While his company doesn't directly export to the U.S., many of his clients do. The increase in tariffs has led to a halt in shipments, as many customers can no longer afford the higher costs of doing business with the U.S. market.
"We've seen rapid growth in U.S. demand since 2016. The market there has been highly receptive to new consumer products," He Chun explained.
His company also supplies components to Smoore International, which relies heavily on U.S. sales, with nearly 37.4% of its revenue coming from the U.S. market. The new tariff landscape, however, has added significant pressure to Smoore's operations.
For large companies like Smoore, the tariff war is a serious concern. Their significant U.S. operations, including partnerships with major tobacco companies, have been directly affected.
Despite the challenges, sources close to the company suggest that Smoore's strong profit margins are helping them weather the storm, even with higher tariffs.
However, not all companies are facing the same level of disruption. Smaller, less regulated businesses have more flexibility in managing costs. "The bigger issue for many is dealing with U.S. FDA regulations, not the tariffs," said Zhao Tong, CEO of the tobacco industry think tank 2Firsts. Zhao believes that despite higher tariffs, the e-cigarette market's high profit margins still allow for profitability.
While tariffs have hurt short-term profits, the industry's overall mood is shifting. Many companies are now exploring alternative strategies to mitigate the impact of the tariffs.
Some are considering relocating production to the U.S. to sidestep the duties, while others are eyeing Southeast Asia as a more cost-effective manufacturing hub. Smoore International, for example, has already invested $500 million in a new factory in Indonesia, aimed at easing some of the tariff pressures.
Meanwhile, despite the tariff hit, emerging markets are showing strong growth potential. Exports to the UAE have surged by 58.7%, while exports to Indonesia and Saudi Arabia have increased by 96.39% and 32.95%, respectively. Manufacturers are increasingly turning to these regions as opportunities for growth.
"The UAE is becoming an important market for the industry," said a Shenzhen-based e-cigarette professional. "With its high consumer spending and rapid adoption of e-cigarette regulation, it's a promising market for Chinese producers."
While the U.S. remains a critical market, China's e-cigarette manufacturers are diversifying their focus to mitigate the risks posed by rising tariffs and tightening regulations.
The shift to emerging markets, particularly in the Middle East and Southeast Asia, signals a new chapter for the global e-cigarette trade.
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