Mission Statement, Vision, & Core Values of RLX Technology Inc. (RLX)

What drives a company that achieved a 73.3% year-over-year revenue increase, reaching RMB 2.7 billion (US$376.6 million) in fiscal year 2024? Is it solely about financial growth, or is there a deeper purpose guiding their actions?

Exploring the mission, vision, and core values of RLX Technology Inc. can provide insight into what truly motivates this global branded e-vapor company. Understanding these guiding principles can help stakeholders and potential investors grasp the long-term strategic direction and ethical considerations of the organization.

Keep reading to discover the foundational beliefs that shape decision-making and strategic initiatives at RLX, and how these elements contribute to their position as a leader in the e-vapor industry.

RLX Technology Inc. (RLX) An Overview of

RLX Technology Inc. was established in January 2018 and is headquartered in Beijing. It specializes in creating e-cigarette products. RLX Technology Inc. (RLX): History, Ownership, Mission, How It Works & Makes Money

As of April 2025, specific, up-to-the-minute sales figures are not available. However, to provide a sense of scale, it's useful to consider the financial performance from the recent past. For example, in the third quarter of 2023, RLX Technology reported net revenues of RMB 646.5 million (US$88.7 million), indicating the magnitude of their market activities.

In RLX Technology's latest financial reporting period, the company highlighted significant achievements, particularly in revenue generation. While precise, up-to-the-minute numbers for April 2025 are unavailable, examining previous financial results offers valuable insight. For instance, the third quarter of 2023 saw net revenues reaching RMB 646.5 million (US$88.7 million).

RLX Technology has demonstrated growth in several key markets. Factors contributing to this success include:

• Product Innovation: Continual development of new and improved e-cigarette products.
• Strategic Partnerships: Collaborations that expand market reach and distribution capabilities.
• Market Penetration: Effective strategies for entering and growing within various geographic markets.

RLX Technology has emerged as one of the leading companies in the e-cigarette industry. To understand the reasons behind RLX Technology's success, further exploration into their strategies, innovations, and market dynamics is recommended.

RLX Technology Inc. (RLX) Mission Statement

RLX Technology Inc. operates as a technology-driven e-cigarette company in China. Founded in January 2018, RLX focuses on developing and selling e-vapor products, and is committed to harm-reduction products for adult smokers. As the No. 1 branded e-vapor company in China, RLX held a market share of 48.0% and 62.6% of the closed-system e-vapor product market in terms of retail sales value in 2019 and the nine months ended September 30, 2020, respectively.

The company's mission is to establish itself as a trusted brand among adult smokers through:

• State-of-the-art products
• Industry-leading technologies
• Scientific advances
• Collaboration with talented and committed people globally

RLX strives to combine technology and science with passion to improve the lives of its users, employees, business partners, communities, and the planet. The company is dedicated to scientific research, utilizing scientific advances to inform its technology and product development. RLX has established the RELX Physiochemistry Lab and the RELX Bioscience Lab to further understand and minimize the health risks associated with e-vapor products.

RLX is committed to building and strengthening its trusted brand by consistently upholding its ethical principles. Through its Guardian Program, RLX promotes the prevention of underage use of its products through various initiatives, including the technology-driven Sunflower System, in collaboration with business partners. The company also supports various causes through its social responsibility initiatives related to anti-counterfeiting, environmental protection, and charity.

RLX takes the initiative to fulfill its social responsibilities covering products, marketing, the environment, employees, and the community. The company invests resources in minor protection, product innovation, environmental protection, supply chain, and employees; promotes industrial innovation, technological upgrading, and environmental protection, creating values for consumers, the industry, and society.

More insights about RLX Technology Inc. can be found here: RLX Technology Inc. (RLX): History, Ownership, Mission, How It Works & Makes Money

RLX Technology Inc. (RLX) Vision Statement of

Understanding a company's mission, vision, and core values provides critical insights into its strategic direction and operational philosophy. For investors, stakeholders, and those interested in the vaping industry, examining RLX Technology Inc.'s guiding statements offers a lens through which to evaluate the company's long-term goals and ethical standards.

Mission Statement

A mission statement is a concise explanation of the organization's reason for existence. It describes the company's purpose and its overall intention. A mission statement supports the vision and serves to communicate purpose and direction to employees, customers, vendors, and other stakeholders.

While specific official mission statements can sometimes be difficult to pinpoint directly from company reports, RLX Technology Inc.'s actions and public statements suggest a strong focus on:

• Improving Public Health: Aiming to offer alternatives to traditional cigarettes, potentially reducing harm associated with smoking.
• Innovation: Continuously investing in research and development to create advanced and safer vaping products.
• User Experience: Focusing on product design and technology to provide a satisfying and reliable experience for adult smokers.
• Social Responsibility: Promoting responsible usage and preventing underage access to their products.

Vision Statement

A vision statement outlines a company's aspirations for the future. It is a long-term view of what the company hopes to become. It is meant to inspire and give direction to the company's growth and operations.

Based on available information, RLX Technology Inc.'s vision can be understood as striving to be:

• A Global Leader: Expanding its presence and influence in the international vaping market.
• Technologically Advanced: Being at the forefront of vaping technology, offering innovative and science-backed products.
• Trusted Brand: Earning the trust of consumers and stakeholders through product quality, safety, and responsible marketing.
• Socially Responsible: Leading the industry in promoting responsible vaping practices and minimizing potential harm.

Core Values

Core values are the fundamental beliefs of a person or organization. These guiding principles dictate behavior and action. Core values help companies to handle any ethical doubts. They generate an unwavering guide for decision-making.

RLX Technology Inc.'s core values, as evidenced by their business practices and public communications, likely include:

• Quality and Safety: Committing to high standards in product development and manufacturing to ensure user safety.
• Innovation: Valuing creativity and continuous improvement in their products and processes.
• Integrity: Conducting business ethically and transparently, building trust with stakeholders.
• Responsibility: Acknowledging their role in promoting responsible vaping and preventing underage use.

These values likely underpin their approach to product development, marketing, and corporate governance.

Understanding RLX Technology Inc.'s mission, vision, and core values provides a comprehensive view of the company's strategic focus and ethical commitments. These elements are vital for assessing the company's long-term potential and its role in the evolving vaping industry. To gain more insights into RLX Technology Inc., consider exploring additional resources such as: Exploring RLX Technology Inc. (RLX) Investor Profile: Who’s Buying and Why?

RLX Technology Inc. (RLX) Core Values of

As of April 2025, RLX Technology Inc. (RLX), a key player in the vaping product industry, emphasizes several core values that guide its operations and strategic decisions. These values reflect the company's commitment to innovation, quality, and social responsibility. Understanding these core values provides insight into how RLX positions itself in a competitive market and how it aims to meet the evolving needs of its consumers.

Here's an exploration of some of the main values upheld by RLX Technology Inc.:

Commitment to Quality and Safety

RLX is dedicated to ensuring the highest standards of product quality and safety. This commitment is reflected in its rigorous testing protocols and adherence to international safety standards. For example, RLX products undergo extensive testing for harmful substances, ensuring they meet regulatory requirements in various markets. RLX’s dedication extends to preventing underage use through strict age verification processes and educational campaigns. The company's focus on safety aims to build trust among consumers and stakeholders, underscoring its role as a responsible manufacturer in the vaping industry.

Driving Technological Innovation

Innovation is central to RLX's core values. The company invests heavily in research and development to create cutting-edge vaping technologies. This includes developing products with improved battery life, enhanced flavor delivery, and reduced nicotine content. RLX's innovation efforts also focus on creating smarter, connected devices that provide users with data-driven insights into their vaping habits, promoting responsible usage. RLX had research and development expenses of CNY 296.5 million in 2023. These innovations not only enhance the user experience but also differentiate RLX in a competitive market.

Upholding Ethical Business Practices

RLX is committed to conducting business with the highest ethical standards, ensuring transparency and integrity in all its operations. This commitment includes maintaining fair labor practices, promoting environmental sustainability, and combating the illicit trade of vaping products. RLX actively engages with regulatory bodies and industry associations to develop and enforce ethical guidelines. For instance, RLX participates in initiatives to prevent the sale of counterfeit products and to ensure compliance with advertising regulations. By prioritizing ethical conduct, RLX aims to foster long-term relationships with its stakeholders and contribute to a responsible vaping industry.

Focus on Consumer Satisfaction

RLX places a high priority on consumer satisfaction, striving to exceed customer expectations through superior products and services. This includes providing responsive customer support, offering a wide range of product options to meet diverse preferences, and continuously improving the user experience. RLX actively solicits customer feedback through surveys and online channels to identify areas for improvement. The company's dedication to consumer satisfaction is evident in its high customer retention rates and positive brand reputation. By putting consumers first, RLX aims to build loyalty and advocacy, driving sustainable growth.

Promoting Sustainability

RLX is dedicated to minimizing its environmental impact through sustainable practices. This includes reducing waste, conserving energy, and promoting the responsible disposal of vaping products. RLX has implemented various initiatives to achieve its sustainability goals, such as using eco-friendly packaging materials and investing in renewable energy sources. The company also collaborates with recycling programs to ensure that used vaping devices are properly processed. By prioritizing sustainability, RLX aims to contribute to a healthier planet and meet the growing demand for environmentally responsible products.

Explore more about RLX Technology Inc. (RLX): Exploring RLX Technology Inc. (RLX) Investor Profile: Who’s Buying and Why?