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Anonymous users2024-02-126. Data analysis of competitive products.
What data needs to be obtained: product traffic, user data, profit data, market share.
Data acquisition channels: official release (PR draft, financial statements, dialectical view); Survey feedback (third-party data monitoring, research).
7. Reference style of competitive product analysis report.
Competitor analysis report.
1. Analyze the background.
2. Competitive objects.
3. Competitive product analysis.
Positioning and functionality.
1. Product positioning (target group market positioning).
2. Product functions (listing and comparison).
Design and technology.
1.Interaction and experience (user experience elements).
2.Visual and stylistic (visual assessment, stylistic tonality).
Highlights features and core technologies.
Operations and Commercialization.
1.Operating model.
2.Profit model.
3.Marketing.
User Data. 1.User data and activity.
2.Conversion rate, health.
3. Marketing.
4. Regional differences.
Core strategy analysis.
1. Version iteration and evolution.
2. Company strategy.
Summarize and learn from the advantages and disadvantages.
Fourth, summary. Tips for writing competitive product analysis reports
1. Accurate citation of data, if in order to illustrate a certain article, the quantitative Zenqiao data must be one of the important reference bases, where does the data come from? Multiple channels and multiple verifications are required.
3. Tasks or cases can be added, and cases can be corroborated, so that readers can clearly understand in the corresponding scenarios, for example: when comparing a function of product A Business Logic problems, if an appropriate typical case is introduced, or a simulated person misunderstands, so that the reader has a sense of substitution, more convenient to explain, and can also appropriately introduce real user comments.
4. Comments should not be too subjective, and competitive product analysis should not include "this design is not liked" and "this function is not very convenient" and so on as a judging factor. The report has conclusions, there is a subjective component, so don't add too strong personal preferences, and don't judge the quality of a product based on personal likes and dislikes.
5. If you have not updated to the latest version, you should use the latest version for comparison in the analysis of competing products. 1. It is not meaningful to compare the latest version of product A with the previous version of product B; 2. Competitor analysts may find, sort out, and summarize some problems, characteristics, and conclusions in the analysis process, but they no longer exist in the next version and are meaningless.
The above are some of my experiences on competitive product analysis.
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Anonymous users2024-02-11Gives you a set of templates for competitor analysis.
1. Market trends and industry status;
2. Competitors' corporate vision, product positioning and development strategy;
3. Target users;
4. Market data;
5. Core functions;
6. Interaction design;
7. Product advantages and disadvantages;
8. Operation and promotion strategy;
9. Summary & Action Point.
In addition to regularly outputting competitive product analysis reports, I recommend that the work of intelligence collection & competitive product analysis should be carried out continuously. Insist on collecting industry intelligence every day, regularly output a competitive product analysis &industry intelligence report every month, and then communicate with team members to brainstorm together. Insisting on doing it for half a year can not only make you familiar with the dynamics of the industry, but also improve your market sensitivity.
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Anonymous users2024-02-10The analysis of competing products is nothing more than the analysis from the key points of products, services, markets, channels, users, etc. The details are as follows:
1. Product analysis: It is to analyze the purpose to be achieved by competing products at each function point and the user needs to be solved.
2. Service analysis: To put it simply, it is to compare the differentiation between itself and competing services, and then select the best to make up for the difference.
3. Market analysis: look at the current development trend and status quo of the industry market, and analyze how to enter the market for its own products.
4. Channel analysis: Analyze which channels are suitable for your own products, and see which platforms your competitors appear on.
5. User analysis: It is to clarify where users are, what they need, and what problems they can solve for them.
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Anonymous users2024-02-09Before doing a competitor analysis, we must not only clarify the purpose, but also learn to question the effectiveness of the purpose, rather than passively accepting the analysis instructions. When you are eager to know the reasons and data behind a certain result, you will always know what information you are looking for and what conclusions you want to reason. In this way, the final analysis can have operational value and avoid becoming a paper task.
Then, on top of information collection, there must be logic. The logic between data, business, execution, etc., should be familiar with and applied to purpose-based analysis.
The value of substitution is reflected in the competitive product analysis report with a strong analytical purpose, attention to the details ignored by others, and logical inference.
It is also reflected in the irreplaceable self-value obtained through such unique and in-depth thinking every time. <>
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Anonymous users2024-02-08Competitor analysis serves two purposes:
1. Know yourself and your opponent: understand the relative position of similar products and this product on the market.
2. Learn from each other's strengths: select the places where competing products can be used for reference, make improvements to this product, start from product design, and compare competing products with this product in three aspects: function, interaction and vision. The first is functional analysis: applied to a specific product, functional analysis needs to be quite personalized.
Our approach is to first summarize the user needs or user use process of this type of product to form several relatively stable main dimensions. Once summarized into several major dimensions, comparisons are made on each dimension. Compare item by item from the completeness of functions (whether all the necessary functions are available, whether people have them) and perfection (whether people have me).
Sometimes there are too many branches, and the Carnot model is also considered to measure some non-essential functions (the fact is that there is always the power to continuously add to the product in all aspects of the enterprise, but there is little courage to focus on the core function to do subtraction). Functional analysis can inspire thinking about product positioning. On the basis of functional comparison, consider the interactive comparison of the delivery process of comparable functions.
Sometimes compare the number of steps, sometimes compare the quality of the interaction. This is a bit like heuristic evaluation, you can apply Jacob Nielsen's 10 usability principles, or you can refer to the dialogue principles of ISO9241-110 (although the two systems are different, but there are some overlaps). Finally, there is a visual comparison.
Compared with the first two, the vision appears more superficial and relatively independent. It is also a heuristic evaluation method to compare in the actual experience of competing products.
The problem in the actual comparison is that the discovery function and interaction, interaction and vision are often involved with each other, one is not knowing which aspect to attribute; Second, when scoring separately, you will feel that the problem of the same point is suspected of repeatedly affecting the score; In addition, the weighting of the score in different dimensions is also subjective. Therefore, it is still a challenge to form a stable system of reliability and validity for the ratings of competing products and this product. However, it is still very meaningful to analyze by dimension, to understand the better implementation methods at different levels, and to distinguish is not the goal, but to understand is the ultimate goal.
Walking through each product will enhance the understanding of a type of product, which will help to make better translation suggestions for product design. Learning competing products does not stay at the current level of competing products, probably copying homework can also copy the realm of "master<>
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