New Media Operation Xiaobai

The analytical ability that Internet operators must master-competitive product analysis.

in the verification stage of new media products, we need to carry out four steps of testing, and competing product analysis is the second step of verification. The reason why competing product analysis is written in detail is that it is a very important step in the process of conceiving an idea, but many people don't know where to analyze it. Therefore, I will introduce competing product analysis from three aspects:

1. What is competing product analysis?

2. Why do you want to analyze competing products?

3. What are the three specific steps of competing product analysis?

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Competitive product analysis is to find all kinds of competitors that match our goals, understand who they are, how they are doing now, and evaluate their competitors.

By analyzing competing products, we can compare where our products still need to be optimized and improved, and judge the uniqueness of the products or distinguish them from other products in the market. The biggest advantage of competing product analysis is that it saves us time and resources. Specifically, when we first decide to do something, we always spend too much time thinking about what features and functions the product should have, but when these ideas come out, people in the market are already doing it, and they are already the best. Therefore, competitive analysis can help us save a lot of time and resources, and ensure that our products are meaningful in the market.

1. Find all competitors

(1) User's perspective: From the user's perspective, think about what keywords users usually enter to search for this product and the questions that users may ask to search, so as to find more potential competitors through search engines.

(2) Media perspective: From the perspective of the media, think about what keywords journalists will use when reporting news. You can also find other competitors in the product segmentation of related websites.

second, classification: three dimensions of competing products

1. Direct competitors

are in the same industry, engaged in the same things and have the same target users. For example, Pepsi vs Coca-Cola.

2. Indirect competitors

The target users are the same, but the product features are different, and the industries are related and different. For example, Fanta vs Sprite.

3. Replacing competitors

Both of them have the same target users, but they provide different solutions. For example, water vs Coca-Cola.

3. Analysis: Seven dimensions of competing products analysis

We can evaluate from seven dimensions:

1. Growth rate

Select a period of time to record the changes in the number of competing products users, such as one week/one month.

2. Size: scale

The size of the enterprise and the number of employees of competitors can be obtained in two ways:

(1) National enterprise information publicity: large enterprises will set up corresponding enterprise size information publicity.

(2) recruitment/financing websites: enterprises need to fill in the scale information of enterprises in the process of recruitment and financing. Therefore, it is easier to find the scale data of related enterprises by using recruitment websites such as Hook and Cheetah or vertical industry data.

3. Financing: Financing

If an enterprise has sufficient capital flow, it proves that its profitability is good.

4. Burn Rate: Burn rate

For most enterprises, human resources are consumed the most. We can calculate the burn rate according to the recruitment website information or the average salary of the industry * the company size. The bigger the company, the higher the corresponding burning rate.

5. Customer Sentiment: user evaluation

6. Marketing Strategy: marketing strategy

marketing strategy refers to the way for enterprises to acquire users.

(1)SEM: Baidu searches the corresponding keywords to see if there are corresponding advertisements that can jump to competitors' websites.

(2)SEO: Get traffic through keyword optimization. When you search for keywords, see if competitors appear in front of the search engine results page.

(3) Off-line activities: marketing through leaflets and off-line activities.

(4) affiliate marketing: every user is selling, and users will get corresponding product sales commission when recommending others to buy.

7. Future: Vision

The future refers to the mission and vision of an enterprise. Perhaps the current forms of two products are the same, but different visions mean that different product forms will eventually be formed.

It should be noted that not all enterprises will disclose their own information, and their published data may also contain moisture, so the data can tell us something, but not everything.