Investment Rating - The report maintains a "Buy" rating for the HNB industry, indicating a positive outlook based on favorable market conditions and consumer preferences [1][45]. Core Insights - The Japanese HNB market is one of the largest globally, reaching a scale of 10 billion USD in 2023, driven by stable policies and changing consumer habits [6][9]. - The market exhibits an oligopolistic structure dominated by key players such as PMI, JT, and BAT, with a CR2 exceeding 70% [30][29]. - Continuous product iteration among major manufacturers is expected to sustain growth, with new product launches anticipated to create additional market opportunities [38][34]. Summary by Sections Japanese HNB Market Overview - The Japanese HNB market is the largest globally, with a market size of 10 billion USD in 2023, reflecting a growth rate of over 10% from 2020 to 2023 [9][6]. - A stable policy environment supports HNB product growth, with favorable regulations and lower tax rates compared to traditional cigarettes [13][14]. - HNB penetration rates have surpassed 40% overall and 50% in major cities by 2024, indicating significant growth potential [22][27]. Market Structure - The Japanese HNB market is characterized by an oligopolistic structure, with PMI holding over 60% market share, followed by JT and BAT [30][34]. - Each major player has core products that drive growth through continuous innovation, with differences in heating technology and user experience [34][38]. - A new product iteration cycle is expected in 2025, with BAT's Glo Hilo set to launch, potentially enhancing market penetration and competitive positioning [38][39]. Consumer Preferences and Trends - Japanese consumers show a strong preference for innovative and healthier smoking alternatives, which aligns with the characteristics of HNB products [17][19]. - The demand for low-tar and low-nicotine products is increasing, and HNB products are gaining acceptance in various social settings [17][18]. - The trend towards stylish and technologically advanced products is driving the growth of HNB consumption among urban consumers [19][20].