iPure Insights In-Depth Analysis of China’s E-Liquid Exports in H1 2025

iPure Insights
In-Depth Analysis of China’s E-Liquid Exports in H1 2025

As an industry pioneer focused on OEM/ODM manufacturing of e-liquid products, iPure remains committed to high standards and strict regulatory compliance. Today, we share a comprehensive overview of China’s e-liquid export performance in the first half of 2025, along with key global trends shaping the market.

I. Export Data Overview

According to data from the General Administration of Customs of China, e-liquid exports from January to June 2025 showed a pattern of "strong start — sharp fluctuations — decline":

• January: $1.002 billion (–1.47% YoY)

• February: $498 million (–22.07% YoY)

• March: $865 million (+4.85% YoY)

• April: $877 million (–2.01% YoY)

• May: $812 million (–19.44% YoY)

• June: $673 million (–32.43% YoY)

The overall trend for H1 2025 is downward, with a sharp drop in June — over 32% lower year-on-year.

II. Shifting Market Landscape

• UK Takes the Lead: In June, the UK overtook the US as China’s top e-liquid export destination for the first time.

• US Decline: Exports to the US fell dramatically, nearly halving month-over-month and down 66% YoY, indicating a sharp decline in market demand.

• Emerging Markets Rise: Poland and Indonesia entered the top 10 export destinations, ranking 8th and 9th respectively, highlighting growth potential in Eastern Europe and Southeast Asia.

• Traditional Markets Retreat: Japan and the Netherlands dropped out of the top 10, signaling declining demand in these mature markets.

III. Key Drivers Behind the Shift

1. Global Tariffs & Trade Tensions
   Since April 2025, the US has increased tariffs on Chinese imports (including vaping products) to 34%, along with tighter enforcement, reducing competitiveness and causing a sharp export decline.

2. Strategic Shift by Exporters
   Many manufacturers are actively shifting exports toward the UK to avoid US tariff pressure, capitalizing on the UK's high acceptance of refillable e-liquids.

3. Diversification in Market Strategy
   With emerging markets gaining traction, exporters are reducing reliance on a single destination, helping spread risk and ensure sustainability.

4. Seasonal & Promotional Impacts
   Seasonal cycles, such as post-Chinese New Year inventory corrections and summer promotion fluctuations, are also driving month-to-month volatility in export volume.

IV. iPure’s Strategic Response

As a market leader, iPure is taking proactive measures to adapt and lead:

• Diverse Market Development
  Leverage the UK’s growth momentum while expanding channels in Poland, Indonesia, Vietnam, and other emerging markets.

• Compliance & Cost Optimization
  Uphold stringent OEM/ODM standards, enhance regulatory compliance, and optimize supply chain costs to stay competitive in international trade.

• Product Innovation & Seasonal Alignment
  Launch new flavors and SKUs tailored to seasonal trends and regulatory shifts, enabling rapid demand response and agile supply.

• Industry Collaboration & Advocacy
  Actively participate in global expos and policy discussions, strengthening communication with trade partners and regulatory bodies.

V. Outlook

Despite challenges in H1 2025, market diversification and innovation are driving the foundation for future growth. We expect a steady recovery in the second half:

• The UK will remain a core stable market.

• The US market still holds potential if tariffs ease or regulatory filings normalize.

• Eastern Europe and Southeast Asia are expected to continue unlocking new value.

• Enterprises must remain policy-sensitive and grow in tandem with compliance.

Disclaimer
This article is based on publicly available data (e.g., China's General Administration of Customs) and is intended for industry reference only. It does not constitute investment advice. iPure assumes no liability for any business decisions made based on this content. Please refer to official policy updates and the latest data for accuracy.

At iPure, we continue to partner with global clients to navigate a complex international landscape with steady compliance, innovation, and market expansion — shaping the next growth cycle together.

If you would like a deeper market briefing, customized report, or brand consultation, feel free to contact us.