As the world's largest producer and exporter of masks, China has a daily output of 20 million masks, accounting for 50% of the world's annual output. However, nearly a thousand mask companies around the world are highly competitive, and the profit of a mask is only five cents.
Teacher Ai Yongliang once said in an article by Elos that with the surge in user demand, the industry situation has changed. Mask production plants, upstream meltblown cloth raw materials plants, and even polypropylene and other chemical manufacturers have recovered together.
Therefore, we will find that in order to build super products, companies must find user needs in order to successfully take advantage of the trend.
As ordinary protective equipment, a large number of domestic companies are able to produce masks, which has also led to many masks with different quality and even "fake masks".
Not only that, in the super product strategy methodology, user needs for masks are also hierarchical, for example, KN95/N95 or above particulate protective masks have higher protection than medical surgical masks, and disposable medical masks can meet everyone's daily needs.
Due to the quality of masks, many unscrupulous companies took advantage of the loopholes, but over time, poor-quality products will gradually be eliminated by consumers, and only good-quality products will be left behind.
In the past two years, my country's environment has improved significantly, and the market demand for anti-smog masks has gradually increased. Only on the basis of strictly controlling product quality and meeting people's daily needs can companies have the opportunity to create super products without driving up prices.
N95 masks and KN95 masks have filter protection grade mask types. Their core raw material is melt blown non-woven fabric, which is a non-woven material. The raw material medical gauze used in the past is easy to drop yarn ends and cause wounds. Infection and medical accidents, therefore, gauze masks are almost invisible on the market. Instead, they are replaced by non-woven fabrics with intertwined fibers and no threads.
Therefore, we will find that if you want to create super products, companies can only keep up with the market by iterating their products.
According to the production process, non-woven fabrics are divided into heat bonding, spunlace, spunbond, wet and melt-blown technologies. Among them, melt-blown non-woven fabrics use a unique technology that can make the fiber diameter reach 0.5 to 10 microns, and The fine fibers make the melt blown cloth have good air filtration performance and become the core filter material of the mask.
In the mask industry, there is basically a mode of small profits but quick turnover. Even if there is more market demand, many of our domestic mask companies will not expand excessively. This is because of the experience in 2003. When everything is stable, masks will be overnight. In the meantime, it could not be sold. Many mask companies and non-woven fabric companies at that time experienced the consequences of blind expansion for the first time.
Since then, with the continuous iteration of products and the continuous improvement of technology, masks have once again received attention, and the entire industry has respite.
Today, many small and medium-sized enterprises still produce masks at a loss, and they have become "retrogrades" in China's manufacturing industry.
When many companies were founded, their original intention was to help people solve problems. In the case of low profits, they would always envy those companies that make quick money. They even thought about transformation. But for companies that create super products, they chose One direction and persistence is the key to the survival of a company.
This view of concentration and focus is more common in the eyes of successful business managers, and it is the core of the super product strategy.
Every company has its own strategic methods and products. If you observe carefully, you will find that the big commonality of successful entrepreneurs is focus and focus. They will not be sad because they missed opportunities, but instead focus on their own. aims.
In fact, the reason why many companies are eliminated by the market is not because they missed the right, but because they couldn't stick to it and chose the wrong direction.