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RLX Technology Inc (RLX)



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Upturn Advisory Summary
08/14/2025: RLX (2-star) is a SELL. SELL since 2 days. Profits (7.50%). Updated daily EoD!
1 Year Target Price $2.83
1 Year Target Price $2.83
4 | Strong Buy |
0 | Buy |
1 | Hold |
0 | Sell |
0 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit -15.12% | Avg. Invested days 34 | Today’s Advisory SELL |
Upturn Star Rating ![]() ![]() | Upturn Advisory Performance ![]() | Stock Returns Performance ![]() |
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Key Highlights
Company Size Mid-Cap Stock | Market Capitalization 2.61B USD | Price to earnings Ratio 30.57 | 1Y Target Price 2.83 |
Price to earnings Ratio 30.57 | 1Y Target Price 2.83 | ||
Volume (30-day avg) 5 | Beta 1.08 | 52 Weeks Range 1.56 - 2.69 | Updated Date 08/15/2025 |
52 Weeks Range 1.56 - 2.69 | Updated Date 08/15/2025 | ||
Dividends yield (FY) 0.47% | Basic EPS (TTM) 0.07 |
Analyzing Revenue: Products, Geography and Growth
Revenue by Geography
Geography revenue - Year on Year
Earnings Date
Report Date 2025-08-22 | When - | Estimate 0.1797 | Actual - |
Profitability
Profit Margin 23.93% | Operating Margin (TTM) 10.93% |
Management Effectiveness
Return on Assets (TTM) 0.08% | Return on Equity (TTM) 4.14% |
Valuation
Trailing PE 30.57 | Forward PE 8.87 | Enterprise Value 1481377445 | Price to Sales(TTM) 0.97 |
Enterprise Value 1481377445 | Price to Sales(TTM) 0.97 | ||
Enterprise Value to Revenue 3.96 | Enterprise Value to EBITDA 485.28 | Shares Outstanding 909729024 | Shares Floating 515242752 |
Shares Outstanding 909729024 | Shares Floating 515242752 | ||
Percent Insiders 91.47 | Percent Institutions 28.57 |
Upturn AI SWOT
RLX Technology Inc
Company Overview
History and Background
RLX Technology Inc., founded in January 2018, is a Chinese e-cigarette company focused on developing, manufacturing, and selling e-cigarette products. It quickly became a leading player in the Chinese vaping market before regulatory changes significantly impacted the industry.
Core Business Areas
- E-Cigarette Products: RLX Technology's core business involves the development, manufacturing, and sale of e-cigarette devices and related accessories. This includes closed-system vaping devices and flavored pods.
Leadership and Structure
The leadership team includes key executives responsible for strategy, operations, and technology. The organizational structure is designed to support product development, manufacturing, and sales and marketing activities.
Top Products and Market Share
Key Offerings
- RLX Classic: RLX Classic is their flagship closed-system vaping device. Before the regulatory crackdown, RLX held a significant market share in China's vaping market, estimated to be around 60%. Competitors included YOOZ, RELX's own line of devices, and other Chinese e-cigarette brands.
- RLX Pods: RLX offers a variety of flavored pods designed for use with their vaping devices. These pods were subject to stricter regulations, impacting their availability and variety. Competitors are producers of legally compliant pods.
Market Dynamics
Industry Overview
The e-cigarette industry is highly regulated. China imposed strict regulations on e-cigarettes, effectively banning flavored e-cigarettes and requiring sales through a national platform.
Positioning
RLX Technology was a dominant player in the Chinese e-cigarette market before the regulatory changes. Its position has been significantly challenged by new regulations. The company shifted towards compliance and exploring overseas markets.
Total Addressable Market (TAM)
Due to the Chinese regulation changes, the TAM has decreased. RLX is pivoting to comply and explore overseas markets to capture a share of the global e-cigarette market which is valued at billions of USD.
Upturn SWOT Analysis
Strengths
- Established brand recognition in China (pre-regulation)
- Strong initial market share
- Proprietary technology in e-cigarette design
Weaknesses
- High dependence on the Chinese market
- Vulnerable to regulatory changes
- Limited product diversification
Opportunities
- Expansion into international markets
- Development of next-generation vaping technologies
- Investment in research and development for harm reduction
Threats
- Stringent regulations on e-cigarettes
- Increased competition from other e-cigarette brands
- Negative public perception of vaping
Competitors and Market Share
Key Competitors
- BTI (BTI)
- PM (PM)
- MO (MO)
Competitive Landscape
RLX faces intense competition from established tobacco companies and other e-cigarette brands. Its advantages include brand recognition (in China), while its disadvantages include regulatory risks.
Growth Trajectory and Initiatives
Historical Growth: RLX Technology experienced significant growth in its early years, driven by the popularity of its products in China. However, growth has stalled due to regulatory changes.
Future Projections: Future growth projections are uncertain due to the evolving regulatory landscape. Expansion into international markets is crucial for future growth.
Recent Initiatives: Recent initiatives include adapting to the new regulatory environment in China and exploring opportunities in overseas markets.
Summary
RLX Technology Inc. was a leading e-cigarette company in China but has since been impacted by stringent regulations. Its previous strengths have been diminished, and it faces the challenge of adapting to a new regulatory environment and expanding internationally. Future success hinges on navigating regulatory hurdles and exploring new market opportunities. It is facing challenges from competitors with a wider product portfolio, especially those that sell cigarettes as well. RLX's success also depends on the degree to which they comply with changing regulatory demands.
Peer Comparison
Sources and Disclaimers
Data Sources:
- Company Filings
- Industry Reports
- Market Analysis
Disclaimers:
The information provided is for informational purposes only and should not be considered investment advice. Market conditions and regulatory landscapes are subject to change.
AI Summarization is directionally correct and might not be accurate.
Summarized information shown could be a few years old and not current.
Fundamental Rating based on AI could be based on old data.
AI-generated summaries may have inaccuracies (hallucinations). Please verify the information before taking action.
About RLX Technology Inc
Exchange NYSE | Headquaters - | ||
IPO Launch date 2021-01-22 | Co-founder, Chairperson of the Board of Directors & CEO Ms. Wang Ying | ||
Sector Consumer Defensive | Industry Tobacco | Full time employees 381 | Website https://ir.relxtech.com |
Full time employees 381 | Website https://ir.relxtech.com |
RLX Technology Inc., through its subsidiaries, develops, manufactures, and sells e-vapor products in the People's Republic of China and internationally. It serves the product through offline distributors. The company was founded in 2018 and is headquartered in Shenzhen, the People's Republic of China.

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