How to do competitive product analysis and what is his significance 5

To do competitive product analysis, we must first understand, what are our own strengths and weaknesses? Which brands are we competing with in the market?

We can start with brand monitoring to quickly understand the main competitive landscape, conduct an in-depth review of the brand, and further evaluate the brand image and promotion quality.

From the positioning of their own brands, we can understand the performance of similar brands, that is, competing products in the market, so as to understand the competitive pattern of multiple brands, analyze the advantages and disadvantages of competing products and the satisfaction of market segments, and make an analysis according to their aptitude to fill the unfulfilled market segments.

To put it simply, after understanding the situation of similar competing brands, combine their own advantages and disadvantages to do what competing products have not done.

Competitive product analysis: You first have to see which category your product belongs to, and then find out the corresponding competing products for analysis. For example, the user incentives for the promotion of apps in the Internet industry segment. These include the following:

1. Sign-in points.

This product I use the most is Buduoduo. Because the value of his points is very high, one is that he can walk to redeem points, and the other is that he can withdraw cash, so I will sign in every day.

2. Transaction will send points.

I even recharge to get 1 mile point, such as watching a small theater.

3. Reward for receiving apprentices.

I have used a membership-based e-commerce, this is relatively good, things are cheap, train tickets, phone bills are discounted. He has an apprenticeship reward, and I will take the initiative to recommend it to a friend.

4. Rebate network.

When I used to, I went to JD.com, **to buy things, and I liked to go around in rebates**.

All in all, the core of user motivation is the user, one is that the product should be good, the user has been using it, and recognize you. On this basis, you go to engage in some welfare inducement, and then do user fission.

1. Objective conclusions:

1) The market layout of the classification and event system;

2) how well they are data (full or incomplete, degree of professionalism);

3) Operation (refresh, page jump, query, etc.);

4) Interface (visual, layout);

5) The detailed function points of the product (regular functions, special functions, and how well they are realized);

2. Subjective conclusions:

1) User flow analysis (** usability, ease of use and other experiences, likes and dislikes);

2) Strengths and weaknesses of internal products.

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First of all, log in to the seller's master account and enter the **background!

Enter the Seller Center --- Data Center--- Business Advisor, and enter the Business Advisor page!

After entering "Business Advisor", in the navigation bar, find "Competition", click on it, and in the left navigation of the "Competition" page, find "Competitive Product Analysis" and enter the "Competitive Product Analysis" page!

On this page, in the box below, after clicking, some product recommendations of our store will appear, select the products that need to be analyzed in this analysis!

Find the product that needs to be competitor in the position of competitor 1, and after selecting the product, you can display the data of the two products in the position of key indicator comparison below! There will be a comparison of traffic, transactions, popularity and other information!

Competitive product analysis requires long-term tracking data! After recording the data for a long time and comparing it with your own data, you will find that our products are weaker than other products in that position, so as to optimize!

Second, the use of the product.

Third, the problem solved by the product and the advantages of the product.

Question: Authentication function Do you want to do these few?

1) Product information acquisition.

Industry research institutes.

The official channel of the competition.

Industry forums. 2) In-depth product architecture and functionality.

Industry Report + Trial.

Product Brochure. Competitive Open Classes.

Visit and exchange. 3) Deeply understand the business and business strategy behind the product.

Research on the target customer business and business model of competing products.

Deep understanding and insight into the business.

The analysis of competitive products is mainly from these aspects, as follows:

First, the generation of demand.

The first step in competitor analysis is to figure out why you want to do it. Most competitor analysis ends up with the same question, "How do I get more potential users to use my product?"

2. Clarify the purpose of sedan-qin analysis of competing products.

In general, the specific purpose of analysis should be clarified from the following aspects: What is the core value of the product? Where does the product stand out from competitors in the market? What are the lessons that can be learned from closure or absorption? What are the design issues that need to be avoided?

3. Look for competitors.

With the specific design purpose clear, it is more appropriate for us to start the work of competitor analysis. Choosing the right competitor analysis productAfter clarifying the specific purpose of competitor analysis, one of the tasks we need to do is to find the right competitor.

Fourth, organize and analyze the information.

After starting the competitive analysis, we need to analyze the whole product from the whole to the details.

5. Draw conclusions.

The conclusion of competitive product analysis needs to rely on our initial needs to output, because in the process of competitive product analysis, we will produce a lot of divergent thinking and collect a large amount of data.

The dimension of competitive product analysis must include both the "visible" part of the product, such as how the product is doing (function, user experience design, etc.), and the "invisible" part of the product, such as why it is done (product positioning, target users, profit model, etc.), how to do it (product background, technology, operation strategy, etc.), and what it plans to do in the future (version iteration, etc.).

When analyzing market data and user recognition, we can analyze the position of competing products in the current market, the gap between our products and benchmark products from a variety of data such as software ranking, volume, user evaluation, number of paying users and market share.

Through the information and gaps shown by the data, we can specifically analyze how our products break through or need to be improved in some aspects, and we can also set a goal to pursue.

Competitor analysis refers to a comparative analysis of competitors' products. By comparing the indicators of our own products and competing products in various dimensions, we can clarify our own strengths, weaknesses, opportunities and threats, extract the advantages of competitors' products, avoid disadvantages, and find out untapped opportunities. Provide market references and action recommendations for product design, operational activities, strategic planning, etc.

1. What is competitive product analysis?

Competitor analysis refers to a comparative analysis of competitors' products.

By comparing the indicators of our own products and competing products in various dimensions, we can clarify the advantages, disadvantages, opportunities and threats of our own messy products, extract the advantages of competitors' products, avoid the disadvantages, and find out the opportunities that have not yet been tapped. Provide market references and action recommendations for product design, operational activities, strategic planning, etc.

2. Why do you need to do competitive product analysis?

1. A feasible method for the product can be formulated;

2. Keep abreast of competitors' products and market dynamics, and if the mining data channels are reliable and stable, the strategic intentions of the other party and the latest adjustment direction can be judged according to relevant data information;

3. Be able to grasp the capital background of competitors, the needs of market user segments and the vacant market; Including product operation strategy; Disturbing the Companions.

4. Self-rapid adjustment to maintain the stability of its own products in the market or quickly increase market share;

5. New products, patted heads and thought out (very dangerous, refers to the lack of accumulation and precipitation of the new contact industry) have not formed a more effective and complete systematic thinking and objective and accurate direction;