Because the lowest-price position is difficult to defend.
A new brand may temporarily buy sales through aggressive pricing, but it can become trapped by:
- rising advertising costs;
- platform fees;
- fulfillment expenses;
- coupon expectations;
- low customer loyalty;
- constant comparison with larger packs.
For a differentiated material product, I would build around a specific reason to choose it:
- verified bamboo fiber content;
- better opening and sealing;
- reliable leak performance;
- transparent material documentation;
- refined packaging;
- responsive customer support.
Price still matters, but it should support a clear value proposition rather than replace one.