Washington Marijuana Market Provides an Ideal Brand Launchpad

华盛顿大麻市场爆发,品牌孵化辐射周边地区

2019-09-12 08:30:33 Investing News Network

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The past few years have seen an explosion of Washington cannabis brands hitting the scene in North America. So far plenty of these brands are connecting with cannabis consumers and taking hold in their local markets, but we have yet to see a truly national cannabis brand. As new entrants into the market merge with one another to form major corporations, it seems only a matter of time before North America sees a cannabis brand with a clear national presence. Companies with national aspirations still have to start small, building their brand in a single market before taking what works and scaling it across new markets. Under this expansion model, the attributes of a company’s initial marketplace can significantly influence further expansion. In a business like the cannabis industry where product differentiation is difficult to establish, effective branding can become all the more critical. “The belief of our company is that brands are going to win the day in the long run, and putting really sustainable foundations into the development and distribution and interactions in terms of relationships with budtenders and consumers is critical towards differentiating a brand, and so we see Washington State as a fantastic place to do that,” Chris Backus, President and CEO of recreational cannabis company Weekend Unlimited (CSE:POT, FSE:0OS1) told INN. “It comes back to that focus on brand as a critical driver for the company.” For a budding lifestyle cannabis brand, Washington offers nearly ideal starting conditions, with an established and stable regulatory scheme and a consumer base that can act as an experimental playground for the national market. For these reasons, many cannabis companies see Washington State as the ideal launchpad for a national marketplace. Washington’s marijuana market Washington consumers spent US$1.49 billion on marijuana-related products in 2017. By 2020, the Washington cannabis market is expected to reach US$2.28 billion, according to data by New Frontier Data. Growth in this market is being fueled by high-quality local product, low prices and the gradual decline of the black market. Due to the size of its marijuana market, Washington State can be effectively used as an incubator for developing new brands before expanding into Oregon, California and beyond. With a population of 7.53 million and a high proportion of adult marijuana users, Washington offers a unique opportunity to test products and brands on cannabis-hungry consumers. As of 2016, more than 19.5 percent of adult Washingtonians had used cannabis within the past year, giving companies operating in the state a broad representation of consumers. Like its neighbor to the north, British Columbia, Washington State has been a cultural hub of the pro-cannabis movement for decades. Since 1991, Seattle has been the host of Hempfest, one of the country’s longest-running and largest yearly cannabis festivals and protests. Washington was the second state in the US to legalize and regulate cannabis. The result of Washington’s well-established cannabis culture is a strong base of experienced and savvy cannabis consumers with developed tastes and preferences, a solid starting point for companies looking to fine-tune their products and branding for the American cannabis consumer. Differences in regulatory standards can be challenging to new cannabis companies working to establish a business model. As one of the first US states to legalize cannabis, Washington has a well-established regulatory scheme that enables companies to make informed decisions regarding their business operations. Without concerns regarding future regulatory changes, Washington’s legal framework allows cannabis companies to focus their resources on building their brands and internal operations. “Washington is a mature legal recreational market. Its systems are well established, from product development, sales, distribution and retail operations. That means that Weekend can focus on the development of branded products, benefit from responses from retailers and consumers to refine product attributes and positioning in order to scale within Washington and take proven models to other states with confidence and expedience,” said Backus. Washington-based cannabis companies Weekend Unlimited is one of many US cannabis companies targeting international expansion. The company has selected Washington as a US cannabis brand launchpad in order to launch its flagship brand wknd! in June 2019. The recreational lifestyle brand is designed to appeal to a range of demographics and lifestyles associated with the cannabis consumer. The brand, which includes products with names like Escape, Bliss and Now, is designed to create unique experiences in order to connect with cannabis consumers across the country. Weekend Unlimited is expected to focus on optimizing and tailoring the brand to achieve that connection, with Washington State serving as the test market to establish itself. Other successful cannabis brands have had their beginnings in Washington before taking their experience and proven branding into other markets. Chemistree Technology (CSE:CHM,OTCQB:CHMJF) debuted its Sugarleaf brand in the state before moving into California. In the extracts sector, IONIC Brands (CSE:IONC,FRA:1B3) built a successful cannabis vaporizer brand in Washington and the company is now expanding across the west coast into Oregon and California. Takeaway Cannabis companies looking to build successful recreational brands that resonate with consumers could find an ideal starting point in Washington State. The state offers one of the most established and stable legal cannabis markets in the world and one of the largest cannabis consumer bases, allowing companies to focus their efforts on designing their brands for the broader American market after establishing operations.
过去几年,华盛顿大麻品牌的爆炸袭击了北美市场。 到目前为止,这些品牌中有很多都与大麻消费者建立了联系,并在当地市场占据了一席之地,但我们还没有看到一个真正的全国性大麻品牌。随着新进入市场的公司相互合并,形成大公司,北美看到一个全国性的大麻品牌似乎只是时间问题。有国家抱负的公司仍然必须从小规模做起,在一个市场上建立自己的品牌,然后采取有效措施并在新市场上推广。在这种扩张模式下,公司初始市场的属性可以显著影响进一步的扩张。 在大麻行业这样一个很难建立产品差异化的行业,有效的品牌建设可能变得更加重要。 “我们公司的信念是,从长远来看,品牌将赢得这一天的胜利,将真正可持续的基础放在发展和分销上,以及与Budgender和消费者的关系方面的互动,对于区分品牌至关重要,因此我们看到休闲大麻公司Weekend Unlimited(cse:pot,fse:0os1)的总裁兼首席执行官克里斯•巴克斯(chris backus)告诉Inn。“这又回到了对品牌作为公司关键驱动力的关注上。” 对于一个初露端倪的生活方式大麻品牌,华盛顿提供了近乎理想的起步条件,建立了一个稳定的监管体系,消费者基础可以充当全国市场的试验场。由于这些原因,许多大麻公司将华盛顿州视为国家市场的理想发射台。 华盛顿大麻市场 2017年,华盛顿消费者在大麻相关产品上花费了14.9亿美元。据最新前沿数据显示,到2020年,华盛顿大麻市场预计将达到22.8亿美元。高质量的本地产品、低廉的价格和黑市的逐渐衰落推动了这一市场的增长。 由于其大麻市场的规模,华盛顿州可以有效地作为孵化器来开发新品牌,然后再扩展到俄勒冈州、加利福尼亚州和其他地区。华盛顿拥有753万人口,成年大麻使用者比例很高,为渴望吸食大麻的消费者提供了一个测试产品和品牌的独特机会。截至2016年,超过19.5%的华盛顿成年人在过去一年内使用过大麻,这使得在该州经营的公司拥有广泛的消费者代表。 华盛顿州与其北部的邻居不列颠哥伦比亚省一样,几十年来一直是支持大麻运动的文化中心。自1991年以来,西雅图一直是hempfest的主办地,hempfest是美国持续时间最长、规模最大的年度大麻节和抗议活动之一。华盛顿是美国第二个大麻合法化和管制的州。华盛顿成熟的大麻文化的结果是,拥有丰富经验和精明的大麻消费者,他们的口味和偏好发达,这是希望为美国大麻消费者微调产品和品牌的公司的坚实起点。 监管标准的差异可能对致力于建立商业模式的新大麻公司构成挑战。作为美国最早将大麻合法化的州之一,华盛顿有一套完善的监管方案,使公司能够就其业务运营做出知情的决定。在不担心未来监管变化的情况下,华盛顿的法律框架允许大麻公司将资源集中在建立自己的品牌和内部运营上。 “华盛顿是一个成熟的合法娱乐市场。从产品开发、销售、分销和零售业务来看,该公司的系统都很完善。这意味着,周末可以专注于品牌产品的开发,从零售商和消费者的反应中获益,以完善产品属性和定位,以便在华盛顿范围内扩大规模,并以信心和权宜之计将经验证的车型带到其他州,”巴克斯说。 总部位于华盛顿的大麻公司 Weekend Unlimited是众多瞄准国际扩张的美国大麻公司之一。该公司已选择华盛顿作为美国大麻品牌启动平台,以推出其旗舰品牌wknd!2019年6月。休闲生活方式品牌旨在吸引与大麻消费者相关的一系列人口统计和生活方式。该品牌包括escape、bliss和now等产品,旨在创造独特的体验,以便与全国各地的大麻消费者建立联系。周末无限预计将专注于优化和定制品牌,以实现这种联系,华盛顿州作为测试市场建立自己。 其他成功的大麻品牌在华盛顿起步,之后将其经验和成熟的品牌推广到其他市场。Chemistree Technology(cse:chm,otcqb:chmjf)在进入加州之前,在加州首次推出了其糖叶品牌。在提取物领域,爱奥尼亚品牌(cse:ionc,fra:1b3)在华盛顿建立了一个成功的大麻汽化器品牌,该公司目前正在西海岸向俄勒冈州和加利福尼亚州扩张。 外卖 大麻公司希望建立成功的娱乐品牌,与消费者产生共鸣,可以找到一个理想的起点在华盛顿州。该州是世界上最成熟、最稳定的合法大麻市场之一,也是最大的大麻消费基地之一,使公司能够在建立业务后集中精力为更广阔的美国市场设计自己的品牌。

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