The first sign of differentiation is "brand". Here the brand is imaginary, not necessarily a specific product or a company to have a brand, a person's influence is large, distinctive features, is also a brand. For example, Steve Jobs, papi sauce, Yi Zhongtian, are a widely known brand. The power of a brand lies in the fact that when it is mentioned, most people will know what it is without much ado, and a significant portion of the population recognizes it and is even obsessed with it. In a sense, everyone is a brand, and everyone has been constantly building their own brand, as the saying goes, a thousand people a thousand faces.
The second sign of differentiation is repeat business and high user viscosity. For an offline restaurant, an app, nothing is more important than user viscosity or called user loyalty. You engage in marketing activities, do publicity, you can pull new, but more importantly, is the retention of users after they come in, so there is the industry's so-called seven-day retention rate, monthly retention rate and so on. To a person, who is your repeat customer? How can you show the user's stickiness to you? I think it should be charisma, or in layman's terms, temperament. People with good temperament, others are more willing to approach, more sticky, better people.
The third sign of differentiation is the conversion cost. For example, instant messaging tools, WeChat did it, and it is difficult to have a product to compete with it, whether it's Xiaomi's Mi Chat or Ali's Laiwang. Are these products fundamentally inferior to WeChat in terms of functionality or technology? No, WeChat wins in terms of switching costs. Friends and family, are added in WeChat, to change a communication tool, this cost is how high? And then, for example, the parents of small children to find a teacher, once recognized a teacher, this differentiation has been formed, no one is willing to arbitrarily go to change the teacher.
The fourth sign of differentiation is the first mover advantage or moat. You want to realize the differentiation with others, either you are one step ahead, others can only catch up in the back and it is difficult to catch up, or you do something with the threshold, others can not do. Otherwise, others can catch up with a chase, a study can learn, that is, homogenized competition, rather than differentiated competition.
Everything is the same, differentiated competition, seems to be a commercial term, in fact, in each of our lives, everyone's body, all the time with the embodiment, as long as you pay attention to observe, to feel. And as the business principle says, we should pursue differentiated competition, avoid homogenization, and create our own core competitiveness. From a certain point of view, do not blindly compare, do a good job, self-realization, is the best way to differentiate competition.