Any enterprise has its unique core competitive advantages, otherwise it will be impossible to survive and develop in the market. So the so-called competitive advantage is the valuable characteristics that a company displays when competing with competitors in the market. For example; do what competitors cannot do, or do better than they do; provide specific customers with the products and services they need; there are many ways to form competitive advantages, such as more advertising, cheaper prices, and luck. Well wait. Obviously some advantages are temporary, and some are accidental. These advantages cannot support a company's long-term leadership in the competitive market. Based on the core competitiveness of the enterprise, and using it to provide customers with products with unique benefits and competitive advantages, so that the enterprise can survive in the market competition for a long time, this is the purpose of cultivating the core competitive advantage of the enterprise. The core competitive advantage of an enterprise is usually carried by products or services. Products or services with core competitive advantages can bring unique benefits to customers, which is what we usually call the unique selling point of a product or service. Let's briefly talk about how enterprises can build core competitive advantages; 1) Understand and discover the core competitive advantages of enterprises. Most of the common competitions are highly homogeneous competitions, in which there is never a real winner. In the physical product market, the status and role of information are becoming increasingly prominent, so the demand for differentiation is becoming increasingly strong. Therefore, for most small and medium-sized enterprises, the path of differentiation is a wise choice for the enterprise. The core competitiveness of an enterprise is contained in its tangible or intangible resources. It cannot be learned or bought by any other enterprise. It is a collection of advantageous resource elements that no employee can take away. They may be scarce. resources, patented technology that is difficult to imitate, unique resource integration capabilities, etc. When understanding and analyzing the core competitiveness of an enterprise, it can be observed from the following four aspects: unique tangible or intangible assets; unique patents or technologies; special skills or experience; and unique corporate culture. 2) Formation of characteristic products Enterprises should formulate products and services with their own characteristics based on core competitiveness. A product is not just a collection of material elements and functional elements. In the eyes of modern marketers, it should be the crystallization of 5C elements, any one of which may be the support point of characteristics. {The connotation of the 5C elements specifically involves the following five aspects; customers (customers’ needs): What needs of customers does the product meet? Company (company capabilities): What resources and capabilities of the company are condensed into the product? Competitors: Which competitors compete with this product? Collaborators: What collaborators’ contributions does the product contain? context: In what context is the product produced? } 3) Provide customers with unique benefits. When customers choose products, what they value is not the product itself, but the benefits, usefulness and other values ??provided by the product. The company must be very clear about what value the product can provide and be able to accurately express it in simple language. 4) Refining unique selling points (1) Definition of unique selling points. Unique selling point (USP) refers to the value and benefits that a product has that are both unique and needed by customers. A unique selling point can make a product stand out among many competitors and make it unique, thereby attracting more customers; a product with a unique selling point is more valuable to customers because only you can provide what they want. So they are willing to pay higher prices. Currently, companies often lack professional vision in positioning their unique selling points. (2) Refining unique selling points starts from the following aspects. Correct product positioning means that the product leaves a satisfactory, outstanding, and reliable image in the minds of customers; accurately grasps the unique value of the product to customers; value is unique It is also desired by customers and becomes a unique selling point; it provides some form of support for the selling point - a carrier to display the selling point, making customers convinced that buying this product will bring benefits to them.