Origin Vape Origin Vape / Last Updated September 2019
Some companies are notable by their innovation, others are marked by their craftsmanship. There remains one more type of problem solver out there… the one that can see flaws and create breakthrough products, often cutting close to engineering limits doing so.
They are the revisionists, and they are in charge of setting benchmarks.
When the Atlantis by Aspire launched, a revolution in vaping had occurred. Many new companies opened up around the premise that the pre-built coils for the sub-ohm tank were on fire. From the rooftops of vaping conventions all over the world, vapers shouted out that the sub-ohm tank was here.
Vaping manufacturers all poured investment into R&D and made sub-ohm tanks of their own. Horizon Technology went a step further. Instead of 0.5 ohm coils, they released 0.2 ohm coils, a first in the market.
“We care about the quality and innovation…we go far ahead of other companies.”
The Horizon Arctic tank was a turning point in the sub-ohm tank category.
The Arctic could fire up to 100 watts without drying up, an unheard-of feat for the pre-built tank atomizer.
Roman, a five-year sales associate with the company, explains how Horizon’s breakthrough came about…
A latecomer to the scene, the company is relatively new, established around July 2013.
Once upon a time, you would create a product to fill a void in the marketplace. Nowadays, with every void you can think of filled, competition is everywhere.
With the current state of over-saturation in the industry, new brand awareness is not easy.
Roman conveys the difficulty of breaking through,
“Our company was established by three partners…all with rich experience in the e-cig industry…from opening we [strove] to develop our patented products…tanks & atomizers…we brought new products, visited many U.S. states and expos…established good relationships with many vendors…until we were finally found by many people because of the Arctic sub ohm tank.”
The new tank constituted a victory for Horizon and a following developed around them.
Horizon has 300 employees and are based in Shenzhen, China. Their Chinese name is 合瑞众. Built by three people, the meaning behind their name is “uniting is power, creating magic together, leads to success.”
Their corporate culture is strong, with an emphasis on innovation. The company’s motto is “Details decide success or failure, innovation decides life or death.”
“We R&D one product, and also predict and tap the next new product.”
The Arctic tank is the best known product from Horizon, but their earlier offerings, the H9 mod and Spartan tank, are part of the family as well.
Since the start, Horizon has focused on atomizer tanks, so it was not a surprise to find out that they consider Aspire their direct competitor.
What Horizon is doing right, says Roman, is that
“we care about the quality and innovation..we aren’t limited by available products…often challenging the market…predicting the next e-cig trend and designing special tanks that other manufacturers don’t develop…we go far ahead of other companies.”
In essence, a 0.2 ohm pre-built coil was a novelty. The fact that it worked so well and for so long a duration of time was an engineering feat.
Another product line was the Phantom Tank series, which features an innovative juice recycling system. The Phantom also used 0.2 ohm coils, a revision and upgrade over the original Arctic units.
Horizon’s cutting-edge engineering team looks to the future when developing products.
They spot new developments early and the management leads by example.
When asked about future vaping tech, Horizon responds “our boss has an eye for it…” He scans currently available hardware on the market and looks for ways to improve it.
The newest tech that is on the horizon, no pun intended, includes tank cooling systems.
There’s no doubt Horizon is a success story, but what about the challenges it faces?
“If a company doesn’t want to die, [it] must inject fresh blood,” says Roman. “Of course…if the price will go down quickly and the product loses value…it also will affect the company’s long term plans…”
If the return on the heavy investment of energy in research and development is minimal, it hurts growth. Roman is concerned that e-cigarette manufacturers may be less inclined to innovate if current diminishing returns on investment trends continue.
The inspiration for new designs come from a many sources. Market trends, the “discussions between engineers and executives,” and feedback from users, wholesalers, and retailers all integrate into a final product.
A strict policy on product finalization embeds itself into the fabric of Horizon Tech.
They go by a “five month plan” system. In five months, a product must undergo all the steps necessary for launch.
Roman clarifies,
“when we make a new product, at the same time we will also develop a new product in the next 5 months. We R&D one product, and also predict and tap the next new product.”
This two-pronged approach to development allows Horizon to stay on the market edge. However, there are other considerations taken when making a new product, specifically because tastes all over the world vary greatly.
Traveling in China, you will seldom see a brick and mortar vape shop…
Horizon isn’t gearing up for Chinese vapers just yet. Roman adds his input on the Chinese market, “Most people still use traditional cigarettes, so we won’t design an e-cig for Chinese consumers.”
In fact, very few electronic cigarette companies are spending energy on developing their brand inside China.
Tobacco use is widespread, but there are many challenges in converting and educating smokers that a possible alternative exists. A main factor is cost. As of 2015, The average cost of a pack of American cigarettes is $2.47 in China. In the U.S., cigarette pack prices wildly vary, with some urban locales paying over $15 for a pack.
With regard to American legislation, Horizon has an ingenious idea. “Unite all the famous vape companies, tell the Ministry of Chinese Foreign Trade our situation, and send an ambassador to America,” says Roman.
American multinational companies and have long been known to use government intervention when urgency arises, so by the same logic, why not the vape industry?
Any help from foreign dignitaries and government officials would be greatly beneficial to the rights of the individual vaper and the industry as a whole.
Roman loves his job at Horizon and vapes on a mechanical mod with an Arctic tank.
He reflects on the fact that most of his colleagues vape as well…
The Horizon sales team are all very close-knit and spend their leisure time engaging in group activities.
Horizon’s ability to go boldly where no manufacturer has gone before earned them a pioneering reputation. Their emphasis on innovation, ingrained into the company culture, will help them survive the volatility of the industry.