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In today's competitive sanitary ware industry, manufacturers are facing a major challenge: 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’s products to stand out and command higher market value, they must be unique. Only through differentiation can a brand create a clear market division that competitors find hard to replicate. Especially during an industry downturn, the urgent task for every sanitary ware company is to escape this low-level competition and quickly identify their own "blue ocean" market.
First, focus on product positioning through a differentiated approach. Companies should follow the 16-word principle:
- "I have what others don’t": This means entering a new category or niche.
- "I have what others have, but better": Improving performance or cost-effectiveness.
- "I do what others do, but better": Emphasizing innovation and continuous improvement.
- "I do what others do, but differently": Diversifying products or business units.
Second, develop a comprehensive product concept. To enhance competitiveness and avoid being overshadowed by larger players, companies must identify and highlight their unique selling points. Understanding the three levels of a product is essential:
- **Core Product**: The fundamental function of the product, such as a drink quenching thirst.
- **Tangible Product**: The physical form, including packaging, design, and appearance.
- **Extended Product**: Additional elements like branding, culture, and after-sales service, which play a crucial role in customer decision-making.
While the core and tangible aspects are visible and tangible, the extended features often go unnoticed but significantly influence purchasing behavior. For instance, even with similar hardware, strong brand reputation and exceptional service can drive customers to make a purchase.
Third, implement a product differentiation strategy. This can be done through several methods:
- **Packaging Differentiation**: As the saying goes, "The package sells the product." A well-designed outer package creates a first impression and determines whether the product has "selling power."
- **Positioning Differentiation**: Even without a strong brand reputation, a company must define its unique position. Clear positioning helps a brand carve out a space in the market and avoid being lost in the crowd.
- **Product Specification Differentiation**: Finding differences in size, capacity, or features can help a brand stand out.
- **Selling Point Differentiation**: Focus on unique origins, technical advantages, functional benefits, or fashion elements to create distinct brand perceptions.
- **New Products and Sub-brand Strategy**: Introducing new products and sub-brands helps maintain growth and attract different customer segments. Companies like Wahaha have succeeded by consistently launching new products.
- **Rebranding and New Market Entry**: When a brand faces preconceived notions, it can launch a new line or sub-brand to target different markets without confusing existing consumers.
By embracing these strategies, sanitary ware companies can not only survive but thrive in a challenging industry, creating value through true differentiation and innovation.