There are many reports for us to write at each step, such as the analysis report of competing products.
What is competitive product analysis?
As a newcomer, why should I do it and how should I do it?
Competitive product analysis is one of the most basic skill requirements of product practitioners, which refers to the analysis of competitor products.
Referring to the description of "competitor analysis", we can divide competing products into the following categories:
1. Direct competing products: the same target market and target users compete directly with us;
2. Potential competitive products: different target markets and the same target users. Although the market is different, when the time is ripe, such competitors will choose to develop horizontally and invade our target market;
3. Indirect competitive products: the target market is the same, and the target users are different. At the initial stage of development, such competitors pose less threat to us, but when the market area is saturated, we will have to face their challenges.
As a newcomer, writing competition analysis seems to be one of our main tasks when we first entered the business. Through the study of competitors' products, we can quickly establish a "feeling" for products and a "keen" for the market.
It can be said that competitive product analysis is an important step for us to be promoted to a higher level product manager.
Value is revealed by comparison.
When conducting market research and analysis, when we find the target market and the needs of the target users, we can't work hard at once. At this time, competitive product analysis is a good choice:
1, more accurately understand the competition situation of the target market, and judge whether the market is worth entering and whether we have the ability to enter.
2. Study the development status and market dynamics of competitors' products, and find out your own position (whether it is a market chaser or a first Mover, a market filler or a challenger).
3. Grasping the strategic objectives and operational strategies of competitors and understanding the functional characteristics of competitors' products can help us find the breakthrough point of products and seek product differentiation.
4. Understand the development process of competitors and avoid falling into unnecessary pits in the process of rapid development of their own products.
1, determine the target
Think a few more why, to understand why we want to analyze competing products, in order to achieve what purpose:
To verify the feasibility of the product? Or to optimize the product itself? Still looking for a breakthrough in the product?
The analysis report must have results.
Before analyzing products, we must make clear our analysis objectives, so that people who read our analysis report can directly understand our analysis intention, and don't analyze for the sake of analysis.
2. Identify competitive products
The selection of competing products can be said to be the most basic, but it is also important. It not only tests our understanding of our own products, but also tests our attention to other products in the market.
Therefore, we usually use products more and classify them, so that when we want to analyze competing products, it is easy to associate which type of products belong to and what are the representative products of that type.
Finally, by determining the target market and target users of competing products, the products that meet our own product positioning are our competing products.
Step 3 collect data
A) Official accounts of competitors official website, Weibo or WeChat.
B) Baidu Index, taobao index, ASO 100 and other websites.
C) Consulting media such as iResearch, Bida Consulting and Analysys think tank.
D) annual/quarterly financial reports of competitors
E) Industry news of competitors, websites such as Tiger Sniff, 36kr and Zhihu.
In addition, many official accounts of Weibo Big V and WeChat are publishing all kinds of statistical data, so it will definitely be useful to pay more attention and save more at ordinary times.
4. Competitive product analysis
We can learn from the five elements of product experience (strategy layer, scope layer, structure layer, framework layer and performance layer), operation strategy, business model and market background. Industry development, etc., the five elements mainly include:
Strategic level: product objectives and user needs, such as product positioning and target users.
Scope layer: functional specifications and content requirements, such as main functions, core functions, process design, etc.
Structure layer: interaction design and information architecture, such as user process and functional architecture.
Frame layer: interface design, navigation design, information design, such as operation, jump, label, etc.
Presentation layer: perceptual design, such as interface layout, typesetting, color, etc.
Competitive product analysis plays an important role in the responsibilities of product managers, and its role is simply:
"Know the market, know the competitors and know the users"
And want to write a good analysis report, to do the following:
1, objective and fair
2. Describe the scene from multiple angles.
3. Keep up with market trends.
4. The content is concise and easy to understand