Analysis of competitive products of Jianying APP

“ Competitive product analysis is one of the essential skills for a product manager during the demand analysis phase.”

Through competitive product analysis, you can quickly understand the advantages and disadvantages of similar products and lay the foundation for developing your own products in the future.

Why is it a competitive analysis of creative tools?

• The analysis results of creative tool products can be applied to social, online video, content information, tools and other products, laying the foundation for future product selection.
• I am a 2D girl, so when I saw the bilibili creative tool project manager position on BOSS Direct Recruitment, I had a strong interest and desire. When I saw this job posting, I roughly knew that I would be making products related to video editing tools. Since I have also learned editing in my spare time and have some knowledge of editing tools, I must do a competitive product analysis of this type.

Whether you are a product novice or a product switcher, it is best to have your own work before the product interview. Whether it is a competitive product analysis report, a product analysis report or a PRD document, it is part of showing your ability:

Learning methods: Everyone is a Product Manager, Zhihu and other content information products.

Object: products and functional points.

Analysis angles: market, users, scenarios, etc.

The ultimate goal: to become familiar with the same functions of similar products for reference and learning, to analyze different functions to find out the main highlights of different products, and to combine my own experience to draw inspiration for my products.

Contents of this competitive product analysis:

• Purpose of analysis
• Competitive product selection
• Basic information of competing products
• Market and user analysis
• Product structure analysis
• Monetization strategy analysis
• Summarize

01 Purpose of analysis

The function of tool products is to bring convenience and help to users, so as to achieve their purpose. For example, Youdao Dictionary can help users look up words, and Jianying can help users create works and improve the efficiency of self-media people. Tool products pay more attention to indicators such as user experience, efficiency, and coverage.

The purpose of this analysis is:

• Understand the development history, current situation and future trends of the creative tool industry;
• Understand the editing tools corresponding to the top-ranked products in the short video industry;
• Analyze the market prospects, functional advantages, product inspirations, etc. of the creation tools.

02 Competitive product selection

Mobile creation tool products are mainly divided into the following three categories:

• Video production, such as Jianying, Kuaiying, Bijian, Bugu, Miaojian of Video Account, and Videoleap;
• Embedded tools for social and content products, such as TikTok, Kuaishou, Video Account, Xiaohongshu, Weibo, Zhihu, etc.
• Graphics and text editing, such as Tencent Docs, Graphite Docs, etc.

This time, we selected the editing apps Jianying and Kuaishou from the first category as direct competitors for analysis. The second category is its indirect competitors. The third category is its reference competitors.

03 Basic information of competing products

3.1 Product Positioning

Jianying’s product positioning is an all-round and easy-to-use video editing tool that helps you easily create a better life.

Kuaishou's product positioning is a free, ad-free, professional video shooting, video editing and video production tool.

summary:

From the perspective of product positioning, Jianying and Kuaiying are both video production tools with the main functions of video editing and clipping. They provide clipping templates to quickly realize creative functions, provide learning tutorials for beginners, editing techniques, editing ideas, etc., and provide professional video shooting functions.

3.2 Slogan

Cutting - Easy to cut

Quick Video - Create interesting videos

summary:

The slogan of Jianying reflects that its purpose is to allow users to make interesting and fun videos; the slogan of Kuaiying reflects that its editing feature is simple and easy to use.

3.3 Logo

Image source: mobile phone screenshot

summary:

The shape of the logo is transformed from a video device, which echoes the product positioning.

Kuaishou uses gradient orange and black as the main colors, and the orange is consistent with the background color of its main service product Kuaishou; Jianying uses white and black as the main colors, which is similar to the color of its main service product Douyin. Both indicate the same design concept of the same company, which allows users to quickly identify them.

3.4 Official Function Introduction

Image source: mobile phone screenshot

summary:

The official function introduction of Jianying is divided into simple and easy-to-use editing, sticker text, rich and pleasant music, and advanced and beautiful filters; the official function introduction of Kuaishou is divided into four parts: video editing, video editing, video export and sharing, and Kuaishou tutorial. It can be seen that Kuaishou wants to highlight the ease of use as a tool, while Jianying, in addition to highlighting ease of use, also highlights functions such as stickers, music, filters, etc. that are related to the aesthetics of editing.

04 Market and User Analysis

4.1 Industry status and development prospects

With the rapid development of the video industry, the waves of Tik Tok and Kuaishou are leading the arrival of the era of national creativity. As the main tool for short video creation, the demand for creative editing products will continue to increase, and the market space for professional-level video editing software for the general public is worth looking forward to.

The waves of Tik Tok and Kuaishou are leading the arrival of the era of universal creativity. UGC (user-generated content) may become the main source of creative content, and the number of target customers for creative software will continue to expand. According to official public data from Douyin, Douyin currently has 600 million daily active users, 35% of which use the app for more than 30 minutes. Longer usage time can stimulate users' desire to create videos, and about 35% of users are content producers. According to Kuaishou Technology's prospectus, in the first half of 2020, the proportion of Kuaishou's average monthly active users who were content producers was 26%. Overall, we estimate that 30% of current short video users are content creators.

https://www.fxbaogao.com/pdf?id=2350791&type=dt&query=%7B%22order%22%3A%222%22%2C%22keywords%22%3A%22%E5%89%AA%E6%98%A0%22%7D&index=0&pid=8-304-191

With the continuous development of the short video market, users' requirements for content quality will continue to increase, thereby driving the upgrading of editing software functions.

Note: MAU refers to monthly active users.

Market status: The mobile Internet market has fully entered the stock era, and the user structure has become stable. The MAUs in both comprehensive video and short video fields exceeded 600 million, among which the user scale in the short video field grew rapidly, with an increase of 15.6%.

User activity: Comparing the short video MAU and year-on-year changes in 2020 and Q1 2021, the express version of the short video platform has grown strongly, with an industry-leading increase.

User usage time: The average daily usage time of users in the comprehensive video and short video fields ranked the top three, both exceeding 70 minutes, an increase of more than 20% year-on-year.

4.2 User Analysis

Data source: Qimai data Android mobile phone channel download volume

User data analysis:

By comparison, it was found that the download data of Jianying is about twice that of Kuaiying. Judging from the number of downloads, Jianying has twice as many users as Kuaiying. The average daily download volume in the past 30 days is nearly 12 times. Overall, more users are using Jianying. Among them, Huawei and OPPO users are more prominent in downloading editing software.

Analysis of user usage scenarios: Users of Jianying and Kuaishou all want to earn more income by monetizing video editing, which means that users of such software hope to obtain high-quality edited videos from such software. Therefore, providing simple and easy-to-operate editing techniques, fun and practical editing templates, introductory tutorials for novices, and advanced tutorials for video editing is a real need in the design of this type of software.

User demand analysis: According to the KANO model, user needs are divided into five categories: basic needs, expected needs, exciting needs, indifferent needs and reverse needs. When designing a product, we need to try to avoid indifferent demands and reverse demands. Therefore, this article makes a simple analysis from the perspectives of basic demands, expected demands, and exciting demands.

05 Product structure analysis

5.1 Comparison of main function interfaces

Both editing tools can be used without logging in, which is very user-friendly. Here we only analyze three aspects: editing, templates and tutorials.

Creation function-main interface:

Image source: Mobile screenshot

analyze:

The main interface of Jianying and Kuaiying are similar:

• The main interface settings all use black as the main color to create a cool atmosphere;
• Using editing as the homepage reflects the front-end of the main function, making it easier for users to create;
• The bottom function area uses the commonly used icons plus text, which is quite standard;
• The functional areas are clearly distributed, integrating creation and work management. The settings of the work management menu correspond one-to-one to the types of creation modes.

The main interface differences between Jianying and Kuaiying are as follows:

• The upper part of the Jianying main interface provides four creation modes, namely start creation, one-click film creation, picture and text film creation, and shooting. The lower part has four menus depending on the type of editing, namely Editing, Template, Graphics and Text, and Cloud Backup.
• The upper part of the Kuaishou main interface provides two creation modes: editing and shooting. The lower part has two menus, namely Clip and Template, depending on the type of clip.

After comparative analysis, it was found that the main interface of Jianying has more diverse functions, more creation modes and better user experience. In particular, Jianying's settings for cloud backup exceeded user expectations and were an exciting demand for users. By storing videos through cloud backup, it solved the problem of insufficient user memory, enhanced user experience, and increased user stickiness.

Creative function - editing:

Image source: Mobile screenshot

analyze:

The same points between Jianying and Kuaiying editing interfaces:

The two have similar interface layouts. The upper part is the video editing area, where you can play videos to facilitate video editing; the lower part is the editing tool area, including basic configuration areas such as audio adding, video adding, cover image, original sound settings, and the specific editing function area below.

The differences between the editing interfaces of Jianying and Kuaiying are as follows:

The placement of each editing tool is different. For example, the picture-in-picture function is placed in the main menu of Jianying, while QuickShot is placed in the submenu of Editing.

Comparative analysis found that there is no difference between the settings of this interface in actual use, it is just a matter of different user habits.

Template features:

Image source: Mobile screenshot

analyze:

The functions of Jianying and Kuaiying templates are similar:

The interface layout is the same, from top to bottom, there are search box, official advertising notification area, special topic area, and popular recommendation area.

The differences between Jianying and Kuaiying templates:

Jianying is equipped with an incentive center button, the setting of which can arouse the user's desire to use it.

Some of the Jianying advertising spaces are set up with cooperation plans with other products, which can arouse users' desire to click.

After comparative analysis, it can be found that Jianying uses incentive mechanisms and rewarded submission activities to attract users to click and create, seize users' usage time, and improve user loyalty.

Tutorial features:

Image source: Mobile screenshot

analyze:

The similarities between Jianying and Kuaiying tutorials:

The courses are all categorized, and all have features for beginners, editing techniques, and shooting techniques.

The differences between Jianying and Kuaiying tutorial functions:

• The names are different. The name of the Kuaishou tutorial section is “Hot”. Compared with the “Creative Academy” of Jianying, I personally feel that the naming is a bit unclear. My first impression is that it is a planned promotion project of Kuaishou.
• Jianying has a search button to make it easier for users to find the courses they want, which is more user-friendly.
• Jianying provides the "My Courses" function, which allows users to view the courses they have learned.
• Jianying has also set up advertising space in this module to promote its video creation program with prizes.
• Jianying’s course categories are more diverse, and it has two functional advantages over Kuaiying: creative conception and a collection of selected courses. Many editing users only know how to operate the software, and have only a vague understanding of how to conceive and what content will attract more attention. The creative conception function is a big attraction for these users who can operate the software but have no creative ideas. The setting of the selected course collection makes users feel very thoughtful.
• Kuaishou provides a diagnostic function for Kuaishou works.

A comparative analysis shows that Jianying has put a lot of effort into creating the tutorial function module, with richer course classifications, more user-friendly search settings, and a creative income plan that attracts users' attention.

5.2 Product Function Structure Diagram

Clipping:

Quick Movie:

Summary and analysis:

Comparing the functions of the two products, we find that they are basically similar, except that they are differentiated under specific branches. The core functions include editing and mine, and the special functions include templates and tutorials.

Advantages of Jianying:

• Jianying has put a lot of effort into the creator program, mainly focusing on the huge number of video submission activities for video creators. The advertising space also highlights the theme submission activities with rewards to encourage users to monetize their skills and attract more users.
• Jianying puts various editing methods on the homepage to improve the ease of editing and increase the efficiency of creators.
• Jianying has a creative community function that gathers creators to join collections and improves user stickiness.
• The main function area has an additional message area compared to Kuaishou, which makes it easier for users to exchange skills and courses, and also makes it easier for the official Jianying to release relevant content such as the creator plan, attracting user participation and increasing online time.
• Jianying provides cloud backup services, making it convenient for creators to upload their works to cloud servers, reducing the burden on mobile phone memory, considering more from the user's perspective, and being more humane.

Fast Film Advantages:

• KuaiShow provides video repair functions including one-click repair, ultra-clear image quality, and video interpolation.
• Compared with Jianying, Kuaiying is simpler and clearer, with fewer drill-down functions, shallow paths, and relatively simple operation.

These special features can enhance user stickiness.

06 Monetization Strategy Analysis

6.1 Operation Model Analysis

The AARRR funnel model explains the five indicators for achieving user growth, namely: Acquisition, Activation, Retention, Revenue, and Referral. This article analyzes the operating models of Jianying and Kuaiying through the AARRR model.

6.2 Profit Model Analysis

07 Conclusion

Relying on the platform, there is fierce competition in UGC amateur-level video editing software. Tik Tok and Kuaishou are currently the two leading applications in the short video industry, with monthly active users far exceeding others. In order to build a KOL (key opinion leader) ecosystem on the platform, they have launched their own official editing software Jianying and Kuaishou respectively. For most non-professional users of these two mainstream short video platforms, using the platform's free software to produce UGC may be the first choice. According to the appstore data on the iPhone, in the past three months, Jianying has been ranked in the top three in the photography and video categories (the other two apps are Douyin and Kuaishou), and Kuaiying has remained around 20th.

https://www.fxbaogao.com/pdf?id=2350791&type=dt&query=%7B%22order%22%3A%222%22%2C%22keywords%22%3A%22%E5%89%AA%E6%98%A0%22%7D&index=0&pid=8-304-191

Under the special circumstances of the epidemic, there is a greater demand for short video editing platforms and there is broad room for development, but at the same time, market competition is becoming increasingly fierce. It can be seen that WeChat's video account function, Bilibili's Bijian and Bugu are all entering the creative tool market.

Therefore, it is necessary to constantly learn from the advantages of competitors and improve product defects in order to survive and develop in the fierce market competition.

Jianying and Kuaishou have similar product positioning and target users. From the previous analysis, it is not difficult to see that the core functions of the two are not much different, and both can meet users' basic needs, expectations and even excitement for video editing.

Things worth learning from Jianying:

The first is the creator plan, cloud backup, creator community and other functions, which are of learning and reference significance for the iteration and update of mobile editing APP tools in the future;

The second is that in addition to basic creation, one-click finished products, graphic films, and photos are placed directly on the homepage, allowing users to create as soon as they see it, thereby improving efficiency, increasing user satisfaction, and thus improving retention rate.

What is worth learning from Kuaiying:

First, Kuaiying itself is an ad-free editing software, and its simple interface is worth learning.

Secondly, Kuaishou provides functions such as one-click repair, ultra-clear image quality, and video interpolation to improve video quality, ensuring that users can produce high-quality videos.

From the perspective of product function design:

What Kuaiying wants to solve is the problem of the tool itself, how to make it more efficient and more practical, and to maximize the value of the tool itself.

Jianying wants to build a UGC community like Douyin, and connect many functions of Jianying and Douyin. People will continue to flock to the community and it will gain a group of like-minded partners, becoming another ecological community product to assist Douyin's UGC content.

Product inspiration: The monetization capabilities of creative tool products mainly rely on the video publishing platform of the same company. In order to seek breakthroughs, we can learn from Jianying’s approach to building a UGC community and continuously expand new functions from the perspective of user ease of use.

Migration: Design learning apps mostly gather people who like design and want to learn how to use design software. In addition to realizing user course registration monetization through operating WeChat groups: First, they can cooperate with well-known brands to hold design competitions and design promotion incentive plans to allow design enthusiasts to participate in them, thereby improving user favorability and loyalty; second, establish a UGC community to attract more professional and non-professional designers to exchange experiences and increase user activity.

Author: army

Source: army