Difficult to imitate: The differentiated advantage should have a certain threshold, making it difficult for competitors to imitate, otherwise differentiation will quickly turn into homogeneity. A hot-selling salted egg yolk ice cream cannot become a differentiated advantage because it is too easy to imitate. But if you can launch a hot-selling product every week, then this is an advantage that is difficult to imitate.
Systematic: As mentioned earlier, differentiation is fantuan database reflected by an entire system, not a single point. Complex and multi-dimensional advantages not only give you more strengths, but also greatly increase the difficulty of imitation by competitors.
To better understand, let's combine the previous two steps and look at a classic case: Luckin Coffee and Starbucks
First of all, Luckin Coffee’s target market is China’s freshly ground coffee, a market with huge growth potential but which has not been fully developed (the cake is big enough and it is worth doing).
Secondly, from the perspective of consumer demand, many boutique coffee shops, Starbucks, Costa Coffee, etc. have been improving consumers' decision-making benefits, providing better-tasting coffee and experience spaces, while ignoring consumers' decision-making costs.
Luckin Coffee has grasped this point and, starting from reducing decision-making costs, has built its own differentiated advantages in multiple dimensions, providing cheaper coffee (reducing monetary costs), opening stores in office buildings, and making purchases more convenient and faster (reducing time and energy costs).
- Board index
- All times are UTC
- Delete cookies
- Contact us