Bathroom manufacturers how to deal with the industry downturn

At present, sanitary ware manufacturers are generally faced with serious problems of homogenization. Each bathroom brand is concentrated in a narrow range in terms of product classification, brand strategy, user experience and business model, and the competition is fierce. For a company's products, if they want to have stronger vitality and higher market premium, they must be different from others. Only differentiation can form divisions, so that competitors can't follow. Especially when the entire industry is temporarily in a low tide, how to get rid of this low-level competition model and find a “blue ocean market” of its own as soon as possible has become the most urgent problem for every sanitary ware company.

First, product positioning, take the differential route

In terms of product differentiation, companies should follow the 16-word rule:

I have no people: I do not have people, which usually refers to the new category.

People have my best: You have me better than you do. This usually means improving performance or cost-effectiveness.

I'm new to people: You've done well. I'll pay attention to innovation. I'm constantly pushing new ideas. This usually refers to upgrading or promoting new products.

People's new I turn: You also innovate, push new, I may have turned or changed, which usually refers to the company's product diversification or diversification of business units.

Second, establish a complete product concept

In order to enhance the competitiveness of products and avoid the fate of being squeezed by the peers, especially large companies, they must dig or find their own differences. To do this, we must first understand the three levels of the product.

The first is the core product

What is a core product? Mainly refers to the function of the product, such as drinks can quench their thirst, then the content of the beverage is the core product.

The second is a tangible product

Mainly refers to the internal and external packaging of products, such as outer packaging boxes, inner packaging bags, etc. These are tangible products.

The third is the extension product

There are also some additional products called brands, cultures, services, etc. For example, you have purchased home appliances, and the door-to-door and three-package services provided by manufacturers are all extension products.

Core products and tangible products can often be seen and touched, giving customers a kind of intuitive feeling, while extending products often cannot be seen or touched, but it plays a key role in product sales. For example, under the condition that there is no difference in hardware products, the software's brand power and thoughtful service can motivate customers to make a determined purchase.

Third, the implementation of product differentiation strategy

How to implement product differentiation to enhance product strategy?

First, packaging differentiation

As the old saying goes: "The goods sell a skin", indicating the importance of packaging. Looking for product differentiation, we can start with the outer package. The outer package can give people the most direct experience and determine whether the product has "selling."

Second, differentiation of positioning

A company may not have a high enough reputation or a high enough share, but it must not have a clear position on its own brands and products. Enterprises must find their own space for survival and development through differentiated positioning.

There is no one product that can satisfy all consumers. If you want to position yourself as low-end, you have to give up the high-end. Fish and ** cannot have both. Similarly, if you want to position the high-end, you must give up. In the low-end and middle-end, only by positioning the brand products can enterprises not be caught in the situation of blind touch, and they can find their own advantages and focus on seizing their own territory.

Third, differentiation of product specifications

It's relatively easy to find differentiation in terms of size. Anyway, as long as it's a different brand, you have to find ways to find out your competitive advantage whether you increase capacity or reduce capacity compared to your competitors. Of course, there are times when it is necessary to cater to the market and the consumer's consumption trends or needs.

Fourth, the difference in product selling points

In the aspect of product selling point differentiation, we can start from the following points: The origins come to mining selling points; From the technical level: You can also dig the product differentiation; From the function can meet the demands of different groups of people; From the fashion elements, you can create Different brand perceptions.

Fifth, new product, sub-brand import strategy

People are always new and old, and companies must continue to introduce new products to meet the needs of channel providers and customers. For example, the fact that Wahaha in the Chinese beverage industry can become an industry giant actually has a lot to do with launching a large number of new products every year. New products, new sales, new sales growth points, and new profit breakthroughs. Therefore, companies can create a differentiation from the introduction of new products and new brands (including sub-brands).

Sixth, start a new life and create a new world

If companies want to upgrade their products, but because customers and consumers are preconceived, even if they have already formed brand prejudice, and companies want to “foot on two ships”, they want to do low-end, grab market share, scale, and want to High-end, profit-making, at this time, companies can take the "start another to open another way" to achieve this purpose.