Review the content of the previous lesson:
We look at a product is definitely not just its style, functionality is so simple, but we have to be incisive to go to see: from the bottom of the strategy, where the enterprise to go, this product in the end is for what people services, to the scope layer, structural layer, the framework layer (routinely referred to as the scope of the UE stuff), the performance layer (is what we generally call UI), the performance layer (is what we generally call the UI, the UI, the performance layer, the UI). We generally said UI, visual, VI and some other aspects).
This way we can understand: why sometimes, other people's products are not as good-looking as yours, but instead your product was issued a good guy card.
This lesson to talk about the "nine-dimensional":
First, the market trend
For a market trend, to come to see its basic profile, to see a few elements:
When we do the analysis of competitors, we must first look from the macro - - this market in the end is worth to go. -Is this market worth competing for in the end.
Only if there is enough money to be made in this market can there be enough companies coming in to accommodate the companies and products that are really going to compete. Look at the ceiling of the market, which is a prerequisite for us to go and be competitive.
For example, in China's online advertising, the mobile advertising market itself is a segmented plate, and further down the line, China's short video marketing is a market within the mobile advertising market, which is an even more segmented industry. The more precise we are, the more we can pinpoint the competitors and the foothold of our products.
The data shows that mobile advertising is growing faster than the broader market, and the context is that the overall mobile market is growing much higher than the broader market, especially PCs.
Next, look at a more segmented industry: short video marketing in China. As the saying goes, a small boat is a good place to start, and because of its small size, its growth rate will be especially pronounced. The smaller the market, the more opportunities for high growth can be found.
The growth rate of China's Internet advertising market is 31%, while the growth rate of short video marketing market has reached more than 500%, behind which there will be a situation of "one against the other".
We can get a judgment: the advertising market is rapidly changing to fragmentation and short video; the increase of traditional advertising is decreasing, and the increase of lightweight marketing video such as infomercials is obvious.
In such a situation, first look at the overall market in the big picture, and then consider what the state of the competitors. Often it's not the competition that beats us, it's the changes in the market.
Source:
For non-listed companies, you can look at IT Orange, and there will be a lot of tips for competitor analysis directly.
Second, corporate vision & product positioning
Corporate vision & product positioning, that is, competitor analysis of the "five-layer method" in the strategic layer of the situation.
Where to find the content of the strategic layer?
Any C-suite product, when it is successful in financing, when it is going to issue a PR release, it will often explicitly state its corporate vision and product positioning. So on a lot of PR releases, you'll be able to clearly see the vision and positioning of a lot of C-suite products.
And 2B companies are even simpler, can be very easy to see a lot of the situation through the official website of the company. 2B enterprise's official website is the company's strategy PPT + online order function, so the structure of the official website is generally: the left logo, the center of a large picture of what the enterprise is doing, tab page shows "products and services", "products and solutions ", "Success Stories", "About Us".
Third, the target user
The target user is to analyze the key elements of the product. (Previously, the first and second point of analysis is the track) Many despite a track, but in different tracks, the structure of the user of different products will have very big differences.
For example, the same is to do e-commerce: to do luxury e-commerce "Temple Bank", and go low-priced, group "Pinduoduo", there will be a very clear feeling that their users are completely different.
With female consumers as the main grass "Xiaohongshu", and to the male-oriented, discount appeal of "what is worth buying", their target users must be qualitatively different.
"Sugar Bean Square Dance" is a video service for square dance users, and "Jittery Voice", there must be a huge difference in their target users.
What kind of dimensions should be used to do user profiling for target users?
Fourth, market data
In addition to looking at the macro, you also need to look at the micro.
When doing competitive analysis, for specific DAU, MAU, GMV and such data, what kind of state is presented in the end. Especially for the head of the enterprise, as well as very clear competition state of the enterprise, we must be very understanding of their current specific data situation.
We can use third-party reports to see the status of the MAU of Shutterfly and Jitterbug, as well as the trend of each other's growth. Using the data method, to maximize the avoidance of "what kind of product you use, you think what kind of product is very high".
Through market data, you can see where different products are right now.
Fifth, the core function
The core function is the "five-layer method" inside the scope layer. In the official website of 2B, you can see the products & services & functions of the content can be presented.
We see: small program is a tool, the core lies in big data, lies in the precise identification of users, based on big data for data marketing; operation and management platform is behind the value-added services provided.
Many products will have a lot of peripheral functions, but we must find out what the real core function is in this process.
Sixth, interaction design
Interaction design is the framework layer in the "five-layer method".
Even if it is a small function of buying VIPs, whether it is possible to open the floating layer on the current page, complete all the interactions on the current page, or need to open a new page, all of these interaction design, especially in the critical path, we have to focus on analyzing.
Seventh, product strengths and weaknesses
Derived using SWOT analysis.
Eighth, the operation and promotion strategy: is in the scope of the product need to think about the content
The product is both a large scope, and a small scope. The small scope is the product design, UI, functionality, interaction, logic; but for the user, a product can really be reached by him, be used by him, is the product + operation + promotion, which is a complete service to the consumer chain.
Operation, especially product operation, is now more and more at the end of the product a complete closed loop of a link, so when doing competitive analysis, the same need to have an understanding of the basic strategy of operation.
Above, are some of the basic framework of the operation and promotion strategy. We can go in here to find out what methods competitors use, such as competitors have not cast SEM, in the circle of friends, wide point of view is what kind of method, e-commerce on the through train to choose what keywords and strategies.
If we find that the competitors persistently do so, proving that the MVP of this article, the PMF of this article is reached, so we can go to learn and think.
Ninth, the summary and action points: a comprehensive summary, put into action
We do competitive analysis, not for the sake of doing analysis and analysis, but to form a summary report, and ultimately guide us to action.
Summary:
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