What dimensions should be analyzed in competing product analysis?

The dimension of competing product analysis should include 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 to do it (product positioning, target users, profit model, etc. ), how to do it (product background, technology, operation strategy, etc.). ) and how to do it in the future (version iteration, etc.). ).

Next, Messi listed ten dimensions of competitive product analysis. Let's talk ~

Market status and development trend

The analysis of competing products should first study the whole market, see the current development of the market, how much space is left in the future, and analyze whether it is necessary to join.

We can find some industry analysis reports and industrial chain information online, such as iResearch, Analysys and DCCI Internet Data Center. These reports will cover the development of the industry, development trends, the latest government policies and market share. And through market analysis, help us understand the whole market situation, form a judgment and forecast for the future, and formulate or adjust our own strategic plan.

Data performance and market awareness

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

Through the information and gaps displayed in the data, you can analyze in detail how your products break through or need improvement, and you can also set a goal to pursue.

About the number of software downloads and active users, we can learn from Kuchuan, Baidu Index, Penguin Think Tank, CNNIC or Questmoble, but some of them may need to be paid.

Product background

When we analyze competing products, it is easy to only care about the data and ignore the company behind it. The products developed by different companies are definitely different. The company's resource advantages, technical background, cultural beliefs and product team all play an important role in product development.

Messi holds chestnuts: When QQ music was first launched, there were already the same type of music players on the market, but QQ music was blessed by Tencent's superior resources and achieved great success in obtaining music copyright.

Product positioning, target users

We need to find out their product positioning through slogan, product goals and online time, and analyze the similarities and differences between the target users and user needs of competing products.

Therefore, we can plan or adjust the positioning and goals of products, set target users, and analyze users according to their portraits and characteristics, so as to better make products that users want.

Business logic, product structure

The business logic and product structure of competing products basically depend on our actual experience and research on competing products, and sort out the business process logic diagram, so as to compare the business operation mode, business model and functional arrangement of competing products and find out the differences.

We need to know which roles competing products involve in the business operation process, the relationship between them, the convenience of user operation, the logic of the process, and what steps and links are divided into.

By understanding the unique business model of competing products, we can analyze what kind of foundation, resources or technology this business model needs. If the user guidance and function display of competing products are well done, then we can consider learning from them and optimize the structural design and process logic of our products.

Functional comparison, technical level

Functional comparison can distinguish products and open up product levels. We need to personally experience competing products, quickly understand the main functions of competing products, disassemble core functions, and analyze specific user scenarios and target users: in which scenarios will users use this function? How much demand does this function meet, how much recognition does it have, and what is the value behind it?

The technical dimension is mainly to study what core technology the product uses to enhance the user experience, whether the technology has applied for a patent, and whether there are technical barriers.

Interactive design

We need to analyze the interaction design used in competing products. Are the main function items clear? Jumping from entrance to entrance is confusing and easy to get lost? Are important pages displayed directly?

In addition to the general design criteria, is there any innovation, is it more popular with users, and is there any design worth learning from based on product positioning and genes?

Visual design

Visual style analysis can be divided into many levels, such as fonts, icons, color matching, typesetting, banner pictures and so on. The visual design of some software products looks very advanced and eye-catching, but some are a little low.

In visual design, we need to pay attention to details. For example, the design of Apple official website looks simple, but their typesetting requires every pixel, which may lead to overall disharmony.

Operation strategy

At present, the homogenization of products on the market is serious, and many products that stand out mainly rely on operation.

The operation strategy analysis of competing products is mainly based on the operation means and brand strategy in different stages of product positioning. You can pay attention to the user operation, activity promotion and new media operation of competing products, understand their dynamics and development, and think about the future marketing strategy of your products.

Version iteration

By comparing the iterative and evolutionary paths of competing products, we can find out the key time nodes and version updates, analyze the reasons behind them, and predict the future development of their products, so as to get inspiration and reference from their own products.

We do competitive analysis in order to analyze our own products, understand the advantages and disadvantages of competitive products, think from the perspective of users, and look at them with a development perspective.

The dimensions of competing products analysis need to be selected in combination with the analysis objectives and key success factors, not necessarily all aspects, but the most important dimensions should be selected for in-depth analysis, so as to draw valuable conclusions for our own products.