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In today’s competitive sanitary ware industry, manufacturers are facing significant challenges due to product homogenization. Most bathroom brands operate within a narrow range of product categories, brand strategies, user experiences, and business models, leading to intense competition. For a company to stand out, it must differentiate itself—only through differentiation can it create a unique market position that competitors find hard to replicate. Especially during an industry downturn, the urgent challenge for every sanitary ware company is to break free from low-level competition and quickly identify its own “blue ocean†market.
First, focus on product positioning through differentiation. Companies should follow the 16-word principle:
- "I have what others don’t": This refers to entering a new category or offering something no one else has.
- "Others have it, but I do it better": This means improving performance or cost-effectiveness.
- "I am new to what others have": This involves innovation, constantly introducing new ideas or upgrading products.
- "I turn what others have done": This suggests diversification or changing business units to stay ahead.
Second, develop a comprehensive product concept. To enhance competitiveness and avoid being overshadowed by larger players, companies must identify their unique value. Understanding the three levels of a product is essential:
1. **Core Product**: The fundamental function of the product, such as a drink quenching thirst.
2. **Tangible Product**: The physical aspects like packaging, design, and appearance.
3. **Extended Product**: Additional elements such as branding, culture, and after-sales service.
While the core and tangible products are visible and touchable, the extended product often plays a critical role in driving sales. Even when hardware is similar, strong branding and excellent customer service can make a big difference.
Third, implement a product differentiation strategy. This can be done through:
- **Packaging Differentiation**: Packaging is crucial as it creates the first impression and influences purchasing decisions.
- **Positioning Differentiation**: A clear brand identity helps a company carve out its own space in the market. It's important to choose a specific market segment and stick to it.
- **Product Specification Differentiation**: Adjusting size, capacity, or features can help create a competitive edge.
- **Selling Point Differentiation**: Highlighting unique origins, technology, functionality, or fashion elements can build a distinct brand image.
- **New Products and Sub-brand Strategy**: Introducing new products and sub-brands keeps the brand fresh and relevant, creating new growth opportunities.
- **Rebranding for New Markets**: If a company wants to target both high-end and low-end markets, it can launch a new brand or sub-brand to avoid confusion and maintain brand integrity.
By embracing these strategies, sanitary ware companies can not only survive but thrive in a challenging industry, creating sustainable growth and long-term success.