I had a simmilar problem on my SMOK x-priv. If you look in the bottom right corner there is a timer, that should track how long the current puff is. The problem was that it was just continuesly resetting the timer and firing constantly for a split second each time. at such a low voltage where it wouldn't heat the coil enough. If your timer is also stuck at 0.1s all while holding the trigger, take it back to the store.