The competitiveness of sanitary products: key and determining factors

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Abstract
The relevance of the current problem, which related to the competitiveness of sanitary products in Russia, is analyzed. The main interpretations of the concept of product competitiveness are presented. Based on these interpretations, the author’s definition of this concept is formulated, identified as a set of characteristics that provide the ad-vantages for products over similar goods. The analysis of sanitary product market highlights the features of competition in this industrial sector and identifies trends in the development of Russian market. The most significant issues are emphasized and examined their role in ensuring the competitiveness of products and enterprises. Special attention is paid to the study of price competition. The reason is the increasing import of cheap sanitary goods from other countries. Manufacturer’s price index over the past 6 years based on official data from Rosstat is analyzed. Possible reasons of increasing prices in 2024 is given in the article. A schematic of the author’s typology of key factors, which have a significant impact on competitiveness in this industry, is presented in the article. The particular attention is paid to the digital factors of product competitiveness. There provided the main elements of digital factors and their implementation in order to increase competitive advantages. The concept of digital competitiveness is considered, moreover, its key elements, which allow products to be more competitive in the sanitary market, are explored. Renovation of product and the use of Big Data are highlighted as the most important components of digital competitiveness. Conclusions about the need of implement digital technologies to ensure the competitiveness in the current conditions are made

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