For example, one day, the big boss made a demand for PM: users felt that the login/registration steps were too cumbersome and too featureless.
The product manager may choose several apps for the reference of interactive/visual designers according to the target users or product positioning, and explain the requirements clearly. Interaction designers will compare all related apps, take the essence and discard the dross, so as to get the best solution for visual designers. After getting the corresponding requirements and prototypes, visual designers should also do competitive product analysis, but they pay more attention to visual aspects. For example, why should an APP button choose a big rounded corner? Does it suit us, too?
In the above example, it seems that the product manager is guiding us to do competitive product analysis, but in fact, this does not require a certain role to deliberately guide us. Everyone and every role (including development and testing) can do competitive product analysis, and it is worth doing.
Simply put, this is the product thinking that an Internet person needs.
Competitive products are competitive products, competitors' products, and competitive product analysis, as its name implies, is to compare and analyze competitors' products.
The term competitive analysis originated from the field of economics, which refers to the analysis of the advantages and disadvantages of existing or potential competitive products. With the development of Internet, it is now widely used in the preparatory stage of Internet products. Through the rigorous and efficient analysis of competing products, the product team can grasp the demand of their own products, have a clearer understanding of the market situation, and know ourselves and ourselves.
The really useful analysis of competing products is not simply to find several similar products, list several functions and say several advantages and disadvantages. More importantly, many of them have written logic, comparative analysis methodology, and the most important thing is the solution obtained after analysis. It is the significance of competitive product analysis to get the strategy that can land.
Before making a competitive analysis, you must be clear: what is your purpose? What exactly do you need to analyze? Only by defining the purpose first can we know what we should focus on. Secondly, the purpose determines whether the focus of our analysis is large and comprehensive or narrow and deep. When the analysis focuses on the surface, it is difficult to highlight the key points. Similarly, it is difficult to balance narrow and deep.
In short, purposeful analysis will make your analysis more efficient and valuable.
1, function reference
If a core function wants to quickly learn from (copy) successful/mature products with similar functions at present, then we can compare some demand scenarios, business processes, interactive experiences, page UI, etc. around product functions.
2. Product trends
If you want to focus on what the other party may do next, you can start with business form, product data performance, function iteration, operation mode, sales channels and so on.
3. Profit model
The profit model is actually a problem that many startups will encounter. The company has been operating for many years, and its profit is slow, making ends meet. At this time, we can analyze the product form, business logic, operation mode and sales channels between peer products.
4. Understand the industry
If you actually don't know much about a field (such as "Xiaobai", who just joined the company) and just want to better understand the products in this field through in-depth research on several products, then you may need to make a complete horizontal comparison, but on this basis, you still need to concentrate.
For example, I want to know whether this industry is in a period of development, growth or decline, or I want to know how much capital favors this industry track.
5. Product potential
If you want to see two or more products, which one has more prospects, more potential, or more vitality, you can focus on the industry status, market prospects, product form, data performance, functional iteration, operation mode and so on.
Of course, the above are all examples, and the purpose of our analysis is definitely far more than that. I hope that through these examples, we can understand the importance of clarifying the purpose of competing product analysis and avoid becoming a template. After the target is determined, it can be analyzed from three angles: market, product and experience.
Knowing what competitive product analysis is and the purpose of competitive product analysis is clear, competitive product analysis can be officially started. It can be divided into four steps:
In the latitude of market analysis, it mainly analyzes the industry background, market scale and the development trend of the whole industry. Then it summarizes the risks faced by the industry at present and the relevant countermeasures that can be taken. In addition, understanding the user scale or characteristics of the whole market can guide the selection of competing products in the later period.
How to get the above information? Commonly used methods are through industry reports, industry white papers, etc. For example, some industry reports published by authoritative websites such as iResearch, Analysys Qian Fan, Aurora Big Data, Yiou Think Tank and 199IT are of great reference value.
The following figure is a short video market research report in China, from iResearch:
In addition, you can also visit related websites of vertical industries, such as Dog People's Network in the pet industry, Net Economic Society in the e-commerce industry and some industry forums. Moreover, there are many analysis reports in Baidu library (timeliness is not very strong, but it can be used as a reference). In short, more Baidu, more Google.
2. 1 Collect competing products
The first step in selecting competing products is to collect competing products. What are the collection channels? Let's start with the following:
Application market search, leaderboard: through app store, Android application market search, this is more common. In addition, seven wheat data and cool biography are also recommended. According to the input keywords, the system will automatically provide some competing products for reference. The following figure shows the search results after entering the keyword "Pinduoduo".
Industry Report: Recommend iResearch, Aurora Big Data, Yiguan Qian Fan, Yiou Think Tank, etc.
Baidu searches for keywords to recommend products. Below is the search result after Baidu entered the keyword "Pinduoduo".
Other methods: ask friends, friends circle, WeChat group and so on. Visit industry forums and browse related articles. For example, many articles written by 36Kr and Hu Wei are forward-looking. There are also competing products recommended after entering the corresponding company, such as enterprise inspection and visual inspection, but the visual inspection algorithm is not very accurate. Just look at it.
Judging whether it belongs to competing products mainly depends on three aspects: similar market, similar product functions and similar user groups. If the three are satisfied at the same time, it can be called a direct competing product, and if one or the other is satisfied, it is an indirect competing product or a potential competing product.
For example, today's Tik Tok and Microvision, and then the relationship between Sina Weibo and Tencent Weibo, are direct competitors. Meituan and Gaode are potential competitors of Didi because they have similar user groups (see the picture below). At that time, Meituan launched taxis and hitchhiking in Gaode, which obviously put a lot of pressure on Didi, an industry giant in the field of online car rental.
As for the final choice of direct competing products or potential competing products, it depends on the purpose of your analysis of competing products. If you want to do a more comprehensive research report, in most cases, direct competition is preferred. If the focus is obvious, you can also choose potential competing products according to specific points.
After collecting and sorting out the information about the industry and market, according to your own purpose (generally 2-3), you can determine the competing products to be analyzed, and then you can do the analysis between competing products. This piece is also the core of this article.
If you want to fight your way out on a certain track, the products must be differentiated. This differentiation is generally reflected in product positioning and user positioning.
If you want to know the product positioning of competing products, you can go to official website to find out. The most common method is to look it up on Baidu Encyclopedia. You can also refer to the latest industry research reports of major platforms. The process is not important, as long as the result is good.
The following is a brief description of the product positioning of the three top players on the short video track: Tik Tok, Microvision and Aauto Quicker (from Baidu Encyclopedia):
Tik Tok, Microvision and Aauto Quicker are all products of short video track, but their product positioning is still different.
Tik Tok is a music short video community focusing on young people, facing first-and second-tier young people, adhering to the positioning of "fashion and trend" and creating 15S music short video socialization.
Microvision is an 8S short video sharing community based on Tencent's open relationship chain, which is directly aimed at Tik Tok. Users can log in with one click through WeChat and QQ accounts and share short videos to WeChat friends, friends circle, QQ friends and QQ space.
Aauto Quicker is a short video community platform for users to record and share their own production and life. Compared with the trend and youthful orientation of the first two, Aauto Quicker has a wider range of users, and the content and theme of its creation are closer to the lives of ordinary people.
To sum up, I have come to the following conclusions:
In short, the young and fashionable Tik Tok emphasizes "content"; Aauto Quicker is truly grounded and emphasizes "people". Microvision focuses on "drainage" and seizes the market of both.
The following is taken from Penguin Zhiku 2065438+08 Tik Tok&; Analysis of user portraits of two major products in "Research Report on Fast Car Users";
Based on the above, we can draw the following conclusions:
1, the proportion of female users, young users, high-income users with high education and users in first-tier cities of Tik Tok is higher than that of Aauto Quicker, but there is no obvious user portrait opposition between them.
2. The main user granaries of the two are still in non-first-tier cities.
In fact, you will find that the early Tik Tok did compete with Aauto more quickly. Their product positioning is completely different, and it is precisely because of this that Tik Tok can grow rapidly in the weak areas of Aauto in the later period. Nowadays, however, both of them are becoming popular. In particular, Tik Tok aimed at the markets of third-and fourth-tier cities, and the content was no longer so high. Many of them were so vulgar that they were even punished by the administration last year.
Microvision is more like a wait-and-see At present, it seems that it is really just grabbing two markets, and there is no obvious differentiation.
The following is taken from Penguin Zhiku 2065438+08 Tik Tok&; Analysis of faster consumption scenarios of Tik Tok and Aauto in Aauto Faster User Research Report:?
Based on the above, we can draw the following conclusions:
1, users use Aauto Quicker and Tik Tok to kill boring time, and the period after meals and before going to bed is a typical usage scenario;
2.Tik Tok users prefer to brush recommendations, while users with faster Aauto are more concerned.
Sorting out the functional structure of competing products is a good reference for us to make a new product, and it is also a reference for optimizing iterations for old products. The following is also a simple combing of the functional architecture with Tik Tok, Microvision and Aauto Quicker as examples:
As can be seen from the comparison of the three:
1, the function of micro-vision is the most complicated, Aauto Quicker is the simplest, followed by Tik Tok；;
2. The core functions of the three are shooting/publishing and browsing videos.
Home video browsing mode:
As can be seen from the above analysis, the browsing methods of the three are almost the same, and they all adopt full-screen loop playback. Aauto Quicker has several differences:
1, the right slide is the abbreviated vertical version of the video list, while Tik Tok and Microvision both enter the author's home page;
2.Aauto Quicker will scroll the user's comments in the current video, and clicking it will display the pause icon/progress bar (video over 30 seconds).
After understanding the product positioning of Aauto more quickly, it is easy to understand the difference between these two points. Aauto Quicker pays more attention to "people", not only those who watch videos, but also those who shoot videos. So the slide on the left shows the video list of the creator, which weakens the cover guidance of the video, that is, it increases the exposure of the author's work and allows the viewer to immerse himself in browsing.
Tik Tok pays more attention to video quality, so if you want to watch other videos of the author, you must also click on the author's homepage and see all the video covers before choosing. Of course, in addition, it must be related to the operating strategy behind it (there is a small shop in Tik Tok on the home page, which can speed up the realization of the author).
Comparison of shooting/publishing processes:
Summarize according to the above operation process:
1, the operation process is complicated, Tik Tok is similar to micro-vision, and the operation is simple and easy to use. Aauto Quicker is relatively complicated.
2. In terms of function setting, the special effects of micro-vision are slightly more than Tik Tok. In the aspect of "beautification", micro-vision has added the functions of body special effects and lyrics subtitles, which is a major shooting highlight of micro-vision. Aauto quickless has many functions, while Aauto quickless has karaoke function, photo editing and video function, which is different from Tik Tok and Microvision. ?
This part of the proposal only analyzes the interactive experience of core functions. If you want to refine each module, you must cooperate with the interaction designer to complete it.
Before we begin, we can use these questions: Is the main function entrance clear? Will you get lost jumping between entrances? Is the most important content directly displayed? Through analysis, let's see if the interactive design of competing products is worthy of our reference and can be done better.
If the page layout of the other product is more comfortable and popular with users than ours, then we can consider whether we can learn from it based on our product positioning and brand genes.
Or take Tik Tok, Microvision and Auto Faster as examples for analysis.
The above is the homepage layout (prototype) of Tik Tok, Microvision and Aauto Quicker. By comparison, we can draw the following conclusions:
On the homepage, both the layout and the interactive gestures are very similar. There are several obvious differences:
1, Aauto Quicker's navigation adopts the MD design specification of Android, puts navigation at the top, and uses drawer navigation to put away other functions. This is related to Aauto's faster early user positioning. After all, it focuses on the sinking market, and users in third-and fourth-tier cities use Android phones more. It is a good choice to follow MD specification.
2. Swipe to the left quickly and automatically to switch out the author's work list (thumbnails). In this way, users are more immersed and the exposure of other works of the creator is also increased. Tik Tok and Microvision slide to the author's homepage to the left, which is equivalent to guiding users to pay attention to the author and increasing the exposure of the creator, which is more in line with its business philosophy of cultivating network celebrities /KOL.
3. Microvision puts functional icons such as likes, comments and sharing at the bottom of the video. This layout is really a bit confusing and it is very, very easy to be delayed. And users who are used to Tik Tok and Aauto being faster (although just optimized) are not used to it. You are robbing other people's market, so why increase the understanding cost of users in this place? I suggest changing to the right as soon as possible. (Unless the micro-vision boss thinks that functions such as likes and comments are not important, he just wants users to watch videos and immerse themselves in them. )
The above is just an example to analyze the interactive experience of Tik Tok, Microvision and a auto faster, for reference only. In the actual process, you can analyze the specific situation according to your own needs or the needs of product iteration.
Visual design and interaction are the same. If you want a detailed analysis, please cooperate with the visual designer. They must be more professional in this field. Let's take Tik Tok, Microvision and a auto faster as examples to talk about how to analyze visual design. Let's take a look at the LOGO design comparison:
The logo of Tik Tok combines the initial letter "D" of the brand name with the note elements in the staff, and reflects the dynamic posture of "jitter" through fault art, with black as the background color, giving people a cool feeling. ?
The background color of micro-vision is gradually blue-red with a logo that looks like "play" in the middle, conveying a trendy feeling. However, the rich color gradient is easy to cause visual fatigue. This design is relatively small, but it also conforms to the trendy and cool positioning of their products.
Aauto quickless is dominated by orange with a recognized "camera" logo, which clearly conveys that Aauto quickless is a video software. Secondly, the solid color matching, simple and clear design concept is more in line with the popular APP design matching in previous years, which is relatively not as shiny and cool as the later APP.
Comparison of page visual design:
From the above comparison, we can see that:
Generally speaking, the visual design of the three is well done. Due to the early product positioning, the visual design of Aauto Quicker is relatively simple among the three, unlike Tik Tok and Microvision. Compared with Tik Tok, it is obvious that micro-vision has more experience in dynamic effect than Tik Tok. Icon design gives people a more exquisite and unified feeling. ?
Business model is a very broad concept. There are many views related to business models, including operation model, profit model, B2B model, B2C model, "click and mortar" model, advertising revenue model and so on. Business model is a simplified business logic. In the most straightforward words: the business model is how the company makes money.
Let's take Tik Tok and Aauto Express as examples, and briefly analyze the differences between them in operating mode and profit mode:
Operation mode:
Profit model:
From the above comparison, we can see that:
1, Tik Tok has made great efforts in its operation, making great strides all the way and gaining momentum in a short time. Relatively speaking, the operation of Aauto Quicker is more Buddhist, especially in the early stage, and there is almost no operation (CEO Su Hua: no star positioning, no celebrity, an "invisible" hand). 20 17 I felt the pressure from Tik Tok, and then began to make formal efforts to start publicity and operation.
2. In addition to relying on Tencent's dad to drain microvision, the most sensible move is to cooperate with CCTV's large-scale party. However, Tik Tok is not a vegetarian. She cut in, reached cooperation with 25 central enterprises, and successfully settled in Tik Tok.
3. In terms of profit model, the profit models of A Auto Quick and Tik Tok are almost the same, except that A Auto Quick relies more on the live broadcast of the anchor, while Tik Tok relies more on the information flow advertisement.
4. Microvision lags behind the former two in profit model. I should still be looking. At present, even the advertisements are only advertisements of Tencent's father's products. In addition, the realization of e-commerce is also incubating.
The following figure is a comparison of the monthly data of the three. As a latecomer, Tik Tok surpassed Aauto faster and became the big brother of short video track. However, the business model of microvision is not yet mature and needs to be explored.
The above three modules let us know how to analyze the industry, how to choose competing products and how to compare and analyze competing products. In the last step, we need to get strategies or methods that are beneficial to our products from the above analysis, including development strategies, marketing strategies, iterative strategies and so on.
There are many methods of analysis, the most commonly used is SWOT analysis, in addition, there are 4P/4C theory, PEST theory (commonly used to analyze macro environment), five-force model, Boston matrix (also called four-quadrant analysis) and so on. Different methods have different usage scenarios and different functions. Interested people can check the use cases of these methodologies online, or communicate privately, so I won't discuss them here.
Taking Tik Tok as an example, the SWOT analysis of the other two competing products is made:
From the above analysis, we get four development strategies:
So strategy
1. Use the advantages of powerful intelligent algorithm and effective operation mode to improve the content quality, quickly occupy the user base and seize the market share under short video.
2. Use the huge number of users at present to improve the market competitiveness of the product itself in the field of short video.
3. With the support of the parent company's own funds, increase operations to improve the quality of product design, operation, UGC, PGC and other content.
4. Take advantage of the favor of current advertisers, and constantly try to realize commercialization.
WO strategy?
1. In the short video market, optimize its own intelligent recommendation algorithm, optimize user life cycle management, establish user loss prevention mechanism, and improve product competitiveness.
2. Establish an operation framework closer to users and optimize the short video traffic distribution mechanism of self-owned products.
3. Strengthen PGC operation, establish a platform and try to commercialize PGC authors and advertisers.
4. Encourage more ordinary people to create content and precipitate social relationships.
ST strategy
1. Make use of the advantages of technical algorithm and operation, continuously increase the competitiveness of products, establish their own core advantages in functions and operation modes, seize market share, enhance the influence of products on end users, and put pressure on Tencent and Ali products on the same track.
2. Research and develop algorithmic auditing mechanism to avoid policy risks.
3. Take advantage of its own technical operation to seize a large number of market shares.
WT strategy
1. Optimize recommendation algorithm, improve user's viscosity and establish technical barriers.
2, do the market sink, grab 345-line city users.
3. Joint multi-traffic platform, implement horizontal alliance policy, and enhance the influence in the terminal.
4. Improve the quality control mechanism and guard against relevant policy risks?
According to the current development stage of the product, choose one of them as the development strategy to implement. In the actual analysis process, we will draw corresponding conclusions according to different needs.
There is an ancient saying: know yourself and know yourself, and you will be invincible. Analysis of other people's products is to guide their own actions, take its essence and discard its dross. Don't analyze for the sake of analysis, analyze with purpose, and finally summarize the action points.
Finally, I will sort out what I shared today as follows. You can refer to these points for competitive analysis.
Be sure to analyze with questions and doubts. If you want to set a template, it is really unnecessary. Doing competitive analysis is very helpful to understand the dynamics of the whole industry. Basically, once you do it, the gameplay and rules of the whole industry will be clear. So what kind of play you want to play depends on what your goal is.