Market Segmentation And Differentiation of Competition: Accurate Positioning And Characteristics of Victory
With the gradual maturation of the water purifier market, market segmentation and differentiated competition is increasingly prominent.
From the point of view of the use of the scene, there are family kitchen water purifier, whole house water purification system, commercial water purifier and other segments.
Family kitchen water purifier focuses on small and convenient, easy to install and operate, to meet the family’s daily drinking water needs; whole-house water purification system for the entire family’s water needs, including domestic water and drinking water, through the combination of pre-filter, central water purifier, water softener and end of the direct drinking water purifier, to achieve a full range of water purification and optimization, to improve the quality of water for the family; commercial water purifier focuses on meeting the needs of the commercial places such as offices, restaurants, hotels, and so on.
Commercial places such as offices, restaurants, hotels and other large water volume, high stability of water demand, usually with large-capacity tanks, high-flow water and intelligent management and other characteristics of different use scenarios of the product in the design, performance and functionality are significantly different, the brand according to their own positioning and advantages, in different segments of the scene of the market to compete.
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In terms of functional characteristics, there are also ultra-filtration water purifiers, reverse osmosis water purifiers, nanofiltration water purifiers, water softeners and other types to choose from.
Ultrafiltration water purifiers are suitable for areas with good water quality, retaining minerals and at a lower cost; reverse osmosis water purifiers have high purification precision and are suitable for users with stringent water quality requirements; nanofiltration water purifiers retain some minerals while removing harmful substances and have a better taste; and water softeners are mainly used to solve the limescale problem caused by high water hardness and to protect household water equipment.
By highlighting the product’s advantages in a particular function, such as a brand emphasizing its reverse osmosis water purifier’s extremely low wastewater ratio, energy saving and environmental protection; and another brand publicizing its ultrafiltration water purifier’s self-cleaning function to extend the life of the filter cartridge, etc., the brand differentiates itself from the competition, attracts the consumer groups with specific needs, and occupies an advantageous position in the market of subdivided functions, so as to carve out a unique belonging to itself in the fierce competition in the market. Market space, to achieve precision marketing and sustainable development.
The competition pattern of water purifier market presents a complex and diversified situation in brand, technology, channel, price and market segmentation. Brands need to deeply insight into market trends, combined with their own advantages, to develop accurate competitive strategies, in order to be based in this market full of opportunities and challenges and achieve long-term development.