There are many types of charcoal briquettes (wood, vegetable, bamboo, coconut) and each of the types also has different specifications.
Find the best specification FOR your target market. Again, if you want to niche your market, you have to know what their types of charcoal briquettes are.
For example, in our experience. Our buyers from Europe compared to the Middle East also have different specifications for their shisha business. How is that possible? It is because their target market also has a different interest in terms of shapes and other things.
In the Middle East, they like big size of briquettes more because it is good for them they also value a glowing red light
because it looks good for their shisha, while Europe is focusing more on quality, no smoke, no ODOR, and long burning is their first consideration.
(Again, you are the one who truly knows your market behavior)
So, that is just in the shisha market, what about restaurants? It will also have its own specification needs.
So the point is, the best charcoal briquette specification is included in your market.
So when you want to change your market niche, think about these 2 aspects:
1. Change the type of charcoal briquette
2. Change the specifications
The most effective way to separate yourself from the competition is by changing
both of them, because when you change the type of briquettes, the specification will also follow.
Changing the specifications only is not that good, because maybe it’s needed for some niche market, but no value affects them more.
It’s also focusing more on B2B (even though there are some B2B that do not focus on specification) because they value charcoal briquette types more.
What about in shisha industry? Coconut charcoal briquettes are the best, should we change the product type?
If you already found the most valuable and innovative products and your market is educated with them, then the best is to focus on the specifications product, and not change the types.
But if you are in BBQ, most people are grilling with hardwood charcoal, you can pivot and sell charcoal briquettes because it is better compared to hardwood, or even coconut charcoal briquettes because is the best in charcoal briquettes type aspect.
If your market is still not aware of coconut charcoal briquettes, then you can niche it to the people who know. You can do it to B2B.
What about education marketing? As we discussed earlier, if you have the power to do so, then do it.
But if you still do not have that fund, you can let the big company do the education marketing, even though they also introduce their brands.
So, just focus on the market that knows, and the market that is educated about the charcoal types, charcoal briquette types, and charcoal briquettes specification.
When it comes to charcoal briquette suppliers, there are hundreds to thousands of them worldwide. Lots of them sell hardwood briquettes, and the most popular is coconut briquettes.
Valuable suppliers are not just finding who has the cheapest price because I know what Alex Hormozi said, but in reality (especially in the charcoal business), every importer also searching who is the cheapest supplier.
But value is not just “price”, if you are an importer, you also have to consider the other values such as supplier product quality, supplier fast production, supplier production capacity, supplier guarantee, and more.
But that is not enough, valuable suppliers also judge by how well they solve their customer’s problems. Like for example, if you do a contract, the supplier must have stable production for a long period.
If you have problems when it comes to logistical challenges in the past such as the shipping line rejecting the products, of course, it will just burn your money and your dream, right? When the products are rejected by the shipping lines, you will lose everything, money that cannot be refunded, and 100% of your money will be vanished.
And that is just one issue, so in this case, you have to find a supplier that is always accepted by the shipping lines, so you don’t have to worry about your money. Because the suppliers are always accepted by the shipping lines even if it has the worst circumstances.
You also can find suppliers that have a guarantee letter, so that you feel safe from the transaction and not scared to lose your money
There are also lots of common frustrations from importers, such as quality product scams, flexible payment terms, and more.
And you must find a supplier that can solve all of these problems, and of course, find an honest supplier. Honesty with
lead all of your business cooperation to the bright side, while unhonest suppliers will destroy your own business.
There are lots of suppliers who sell briquettes at cheap prices, but they don’t have complete documentation, are rejected by the shipping lines, have bad quality products, scammers, but they always hide it.
Why this is also solving the price war issue? It’s because, with a valuable supplier, you can also have valuable products that can increase your margin. Remember, if you have a high value, a high price is not a problem. Because you deserve it.
Walk the talk means to do everything you say, and mean it. In terms of this business is also about honesty marketing.
Don’t do a clickbait, and just explain your value.
Innovation products mean that the product has some sort of advantages or value not just for the products, but also can affect the other outcomes, such as environment friendly.
Environment friendly can also add more value for your market because everyone cares about the world. And with a product environment friendly, everyone will have an interest and a will to buy the products from you, because they also feel they want to be a contributor.
For example: let’s say you have coconut charcoal briquettes which is the only charcoal briquette type that is tree-friendly. with environmentally friendly products, you can save 1 tree that can make the world greener. You put this value into your marketing maybe in your ads, packaging, or even your unique selling point.
For example, you can mention this value text in your product marketing such as:
1. You can save 1 tree that can make the world greener
2. By buying 100 kg of coconut charcoal briquettes, you can save 25 trees
3. This product comes from coconut fruits, and no need to cut trees
This becomes a value not just in your product, but a value for the world’s impact.
If you are in the shisha market, maybe lots of it already uses coconut charcoal
briquettes, so you can mention your product is environmentally friendly and people are already aware of it.
The value of the environment will be the same, but the effect on your unique selling point will be lesser.
But it’s still recommended to put this value because it is better to have it than do it for differentiation.
