In today’s info-overloaded world, trying to please everyone usually means you end up pleasing no one.
And nowhere is that truer than in the vape industry — a battlefield filled with tough competition, ad restrictions, and regulators who seem allergic to fun.

You can pour in 100% effort and still only get 1% back. So the smarter brands are asking:
“Instead of throwing money at everyone, what if we focused on the right people?”

Welcome to the world of niche blue oceans — where smaller markets can lead to bigger wins.

🌊 Red Ocean vs. Blue Ocean: Don’t Be Better, Be Different

Most vape brands are still fighting in the same red ocean — mass-market chaos.
They all want to be “for everyone,” which is like trying to sell one flavor of bubble tea to an entire city.

The result?

• Price wars that kill profit.
• Products that all taste the same.
• And ad rules that make everyone sound equally boring.

Here’s the truth bomb: being “better” isn’t enough anymore.
You need to be different — even slightly different — in a way that solves one group’s real problem.

That “tiny difference” might not matter to the world, but it’ll mean everything to your tribe.

🎯 Go Small, Go Deep: Slice Your Market Like a Chef

Why chase all vapers when you can own one corner of the market?

Examples:

• Red Ocean brand: “Our vape is for everyone!” (and sells to no one)
• Blue Ocean brand: “Our vape is designed for stylish young professionals who want something slim, chic, and discreet between meetings.”

Or maybe it’s for hikers who want long battery life. Or travelers who want flavors that last longer than their flights.

Smaller focus = sharper value. Every dollar you spend hits your target right between the lungs.

💎 Super Users: Less Crowd, More Crown

If niche strategy is about who you serve, then super users decide how much value you create.

Super users are your brand’s die-hard fans — the ones who buy everything you release, brag about it online, and drag their friends into your DMs.

Forget chasing 100 random customers with “meh” satisfaction.
Focus on 10 loyal ones who’ll happily pay extra for:

• Exclusive flavors,
• Personalized devices,
• Or VIP perks like custom engraving or limited editions.

Give 10 people a 120% experience, and they’ll do your marketing for free.

💋 What Chanel Can Teach Vapers

When Coco Chanel launched her minimalist women’s designs in a world obsessed with corsets, everyone thought she’d lost it.
Instead, she created a global luxury empire by serving one very specific group: independent, elegant women who wanted freedom.

Vape brands can do the same:

• Differentiate: Offer bold designs or unexpected flavors instead of chasing “mass appeal.”
• Focus: Pick one user segment and make their lifestyle part of your brand’s identity.
• Premiumize: Turn community, exclusivity, and experience into value — not just vapor.

🧭 Your Blue Ocean Action Plan

1️⃣ Pick your lane: Identify a niche group — not “all vapers,” but maybe “female professionals,” “gym lovers,” or “digital nomads.”
2️⃣ Find your superfans: Data, surveys, social media — figure out who actually loves you and why.
3️⃣ Build the experience: From packaging to after-sales, make them feel like insiders, not customers.
4️⃣ Shape your story: When ads are banned, your brand story and community become your loudest megaphone.

💡 So Where’s the Blue Ocean Hiding?

It’s in the small stuff — those oddly specific, unmet needs:

• People who want high style and low odor.
• Users who need durability on outdoor trips.
• Smokers who crave less flavor, more feel.
• Expats who miss Chinese tea or fruit flavors.

The smaller your circle, the sharper your brand.
Because in vaping — as in fashion — it’s not about reaching everyone; it’s about becoming irreplaceable to someone.

✍️ Conclusion

The vape industry’s red ocean is overcrowded and bleeding margin.
But the blue ocean of niche demand is wide open.

Success now depends on:

• Precision, not size.
• Difference, not perfection.
• Super users, not everyone.

So stop chasing the crowd. Find your tribe, thrill them endlessly — and you’ll find your blue ocean, even in a haze of smoke.