At present, in the domestic wardrobe industry, the wardrobe brands have serious imitative problems in terms of product classification, design style, user experience and business model. In the wardrobe industry is in such a stage that is easy to be copied and imitated, the independent innovation, research and development, and the differentiated route of the enterprise are particularly important. It not only can establish the brand features that are easy to distinguish, but also enhance the vitality of the enterprise. In the market competition, we have to go out of our own landscape.
Then, how do the wardrobe enterprises go out of their own styles under the current situation of serious homogenization?
Product positioning, take the differentiated route
In terms of product differentiation, companies should follow the 16-character rule: people do not have me: people do not have me, this is usually a new category. People have me: You have me better than you do, this is usually to improve performance or cost performance. People are good and new: If you do well, I will be innovative, and I will continue to introduce new products. This is usually a product upgrade or promotion of new products. People new and I turn: You are also innovative and new, and I may turn to do it. This is usually the diversification of products or the diversification of business units.
Implementation of product differentiation strategy
First, the packaging is differentiated. To find a product differentiation, you can start with the outer packaging, and the outer packaging can give people the most direct feeling.
Second, the differentiation of positioning. A company can not have a high enough visibility, or it can not have a high enough share, but can not have a clear positioning of its own brand and products. Enterprises must find their own space for survival and development through differentiation of positioning.
No product can satisfy all consumers. If you want to position it as a low-end, you have to give up the high-end. It is impossible to have both fish and bear's paw. Similarly, if you want to locate the high-end, you must give up. In the low-end, only by positioning the brand products, can you find your own advantages, so that you can concentrate on your own territory.
Third, product selling points are differentiated. In terms of product selling point differentiation, from the technical level: it can also tap the differentiation of products; from the function can meet the demands of different groups of people; from the fashion elements, can create a distinctive brand awareness.
New product, new concept import strategy
People are both new and old, and companies must constantly meet the needs of channel providers and customers by constantly introducing new ideas. New products, new sales, new sales growth points, new profit breakthroughs. Therefore, companies can create a differentiation from the introduction of new products and new brand concepts.
Establish a complete product concept and create product innovation
In order to enhance the competitiveness of products and avoid the fate of being “squeezed†or “killed†by peers, especially large enterprises, it is necessary to dig or find their own differentiation. Then, the first thing to do is to core products: What is a core product? Mainly refers to the function of the product, such as the beverage can quench the thirst, then the content of the beverage is the core product. Followed by tangible products: mainly refers to the internal and external packaging of products, such as outer packaging, inner packaging bags, etc. These are all tangible products. Finally, there are innovations in extension products: others are called add-on products, such as brands, culture, services, etc., which are constantly innovating.
Source: China Wardrobe
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