My products are similar to those of my competitors. How can I create differentiation?
First, try to avoid homogenization. Before the production of a product, it is necessary to plan in advance what value the product provides, what price it sets, what channels it goes through, and what selling points it promotes, so as to reduce homogenization as much as possible. However, in real life, there are many products with little physical differentiation. Under the premise of product homogenization, what can be the entry points to help product manufacturing "differentiation". Psychologists have done experiments. For a product, the maximum number of brands that people can remember is 7. How can we rank our brand in the forefront of consumer memory? The most effective way is to start a new line and rearrange it. In marketing, it is to create new categories. The more homogeneous the enterprise is, the more it likes to be all inclusive, hoping to show its advantages through "more". However, this has scattered the focus of consumers, and saying everything means saying nothing. Communication is like a spotlight. Even if the products are similar, different perspectives will show different faces. 3、 Manufacturing differentiated "content selling points" 01. Starting from the story of the brand founder Many stories of brand founders have the opportunity to be excavated, packaged, and enlarged to create selling points for products. 02. Starting from the production link Before the production process comes into play, it has become an important way for many brands/products to manufacture differentiated selling points. 03. Starting from cooperation with super users The super users mentioned here include influential celebrities, stars, head anchors, vertical KOL, etc. Long term cooperation with these super users can graft their potential energy onto the products, body present The product itself is tonal, and then it is persistently and continuously penetrated to form the association between your product and a certain circle in the minds of users. 4、 From the perspective of consumers Many times, we feel that our products have the same selling points, often falling into a strange thinking circle. That is: I am used to refining professional physical selling points from the perspective of industry and competitive products, such as technology, composition, cost performance, appearance, etc. They often ignore the selling points that users are accustomed to, but may become their reasons for buying. Homogeneous products are more from the perspective of products. But the scenarios in which homogeneous products can be used and played are different. Turn the perspective to consumers, and differentiation will come out. In fact, there are many opportunities to help products create differentiated selling points in the whole link from the creation of brands, production of products, circulation in the middle to the hands of consumers. So, when you think your product is ordinary and has no differentiated selling points, you can consider from this whole link which entry points can be used to create differentiated content selling points for the product.
