Research and development of new products is one of the leading sanitary ware enterprise core.

At present, the sanitary ware manufacturers are generally facing the homogeneity serious problem, all wei yu brand in product category, brand strategy, user experience and business model are concentrated in a narrow range, below). And the product of an enterprise, to have stronger vitality, higher market premium ability, it must be different, only the differentiation to form the segments, to keep competitors don't follow. Especially when the whole industry temporarily into low tide period, how to get rid of this low level of competition pattern, as soon as possible to find a belong to own blue ocean market each sanitary ware enterprise has become the most urgent problem.

A, product positioning, differentiate themselves

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

Man without I have, people I have no, this is usually refers to create a new category.

People have my superior: do you have I do better than you, it usually refers to improve performance or value.

Optimal I new: you do good, I will pay attention to innovation, I constantly, this usually means product upgrading or promotion of new products.

They new I: you also innovation, push the new, I likely will turn or changing careers, it usually refers to the enterprise product diversification diversified or business unit.

Second, set up a complete product concept

To improve product competitiveness, to avoid "squeezed" by peers, especially large enterprises or the fate of the "massacre", it is necessary to dig or find their differentiation. So, to do this, must first understand the three levels of product.

The first is the core product

What is the core product? Is mainly refers to the function of the product, such as a beverage to quench thirst, so content is the core product.

The second is the tangible product

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

The third is extending products

Is also sometimes referred to as additional products, like brand, culture, service, etc., such as you buy home appliance products, manufacturers provide door-to-door delivery, three packs of services, etc., belong to the product.

Core products and physical products, often can see, touch, and can give the customer an intuitive feeling, and the extension products, often can't see, touch, but it is for the product sales plays a key role. In hardware products, for example, under the condition of no difference, software brand force, thoughtful service and so on, can prompt customers to purchase.

The implementation of the three, product differentiation strategy

How to implement product differentiation strategy to improve products?

First, the differentiation of packing

Archaism cloud: "goods to sell a piece of skin", illustrate the importance of packaging. Looking for product differentiation, can begin from the outer packing, then packing can give a person the feeling of the most direct, determines the products have the "look".

Second, the difference of the positioning

An enterprise may not have high enough visibility, can also don't have enough high share, but for your own brand and products can not live without a clear positioning. Enterprise must through the positioning differentiation to find their survival and development space.

No product can meet all of the customer, do you want to locate to mid-range, high-end, will have to give up is not possible to have your cake and eat it, in the same way, you want to the high-end positioning, will have to give up to mid-range, only to the brand product positioning, business can not into blind play, hit by mistake to find their own strengths, to focus on, taking their own territory.

Third, the difference of the product specification

Looking for differentiating easier from the size, no matter what, as long as the brand is different, you must try to, than its competitors to increase capacity and reduced capacity, to dig their own competitive advantage. Of course, sometimes also need to cater to the market and consumer trends or customer's needs.

Fourth, product selling point differential

In terms of product selling point differential can begin from the following several points: the origin up mining selling point; From the technical level, can also dig product differentiation; From the function can meet the demands of different crowd; From fashion element, to create distinctive brand cognitive.

Fifth, new products, the deputy import brand strategy

People are fickle, the enterprise must through constant innovation, to meet the needs of distributors and all kinds of customers. Now China's beverage industry, for example, wahaha was able to become a giant industry, as it launched a large number of new products every year has a lot to do. New products, new sales, sales of new profit growth point, a new breakthrough. Therefore, the enterprise can from the new products, new brands, including deputy brand, import, to build a kind of differentiation.

Sixth, the stove and start a new world

If enterprises want to upgrade the product, but first impressions are most lasting, due to our customer and even has already formed the brand of prejudice, and companies want to feet trample two ship, both want to do and mid-range, seize market share, scale, and want to account for the high-end, seeks profit, at this point, the enterprise can adopt the method of "another open stove to achieve this purpose.