How to conduct a competitive product operation analysis with irreplaceable value?
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Each case has undergone in-depth information search, sorting and summary, striving to review the overall operational starting point and strategy. It doesn’t represent all the truth, but I hope you can gain something from it. In a narrow sense, competitive product analysis refers to the analysis and continuous tracking of competitors in the industry. Depending on the purpose of the analysis, the fundamentals, information dimensions and data depth involved will vary. It is not easy to conduct a competitive product analysis that can be used as a reference for operations. You need to know the facts and also explore the reasons behind them. Today, let’s sort out the ideas and key points for conducting a competitive product analysis with irreplaceable value. Goal and logic awareness Usually, competitive product analysis is conducted on a few top products in the industry, rather than the long tail. Even if you are just entering the industry, it is easy to determine the TOP products after 15 minutes of information search. When doing competitive product analysis, the easiest way to fall into the trap of only displaying the facts of products and operating results, such as the competitor's product framework diagram, public business model , business modules, public reporting data, etc. It seems to list the fundamental information of competitors, which is understandable if it is for the purpose of gaining knowledge, and the difficulty is not high. It just depends on who is meticulous and patient, but in fact it does not have much operational guidance significance. There is a subjective value judgment standard, and the replaceability of the personnel who produce the competitive product analysis determines the value of this competitive product analysis. In actual work, except for very early comprehensive research, there is rarely a need for overly comprehensive competitive product analysis. The reason is simple. Before the project starts, the product design, construction of the operation framework, and the conception of the business model must have been based on a comprehensive analysis of core competitors. Competitive product analysis is based on very practical purposes. Here are a few common analysis demands: 1. The product's self-growth data is generally good. Analyze the promotion and growth channels of competing products, their costs, proportions, and effects, so as to provide guidance and follow-up; 2. Analyze the core business parameters of competitors, such as subsidies and commission ratios, find out the trends and patterns of changes, and try to analyze the reasons for the changes; 3. What are the current business data of competitors and how to catch up; 4. The competitor has launched a new business. What is the purpose, operation mode and data of the new business? 5. Merchant expansion and promotion are difficult. How do competitors implement it and what are the results? Before doing competitive analysis, we must not only clarify the purpose, but also learn to question the effectiveness of the purpose rather than passively accepting analysis instructions. When you are eager to know the reasons and data behind a certain result, you will know from the beginning what information you are looking for and what conclusions you want to infer. In this way, the final analysis will have operational value and avoid becoming a mere task. Therefore, there must be logic above information collection. The logic between data, the logic between businesses, the logic of execution, etc. must be familiar to you and applied to purpose-based analysis. Fundamentals and information dimensions 1. Screening fundamental information There is a lot of fundamental information about competitors, which can be simply listed from the perspective of a comprehensive review: 1. Product positioning; 2. Business data and development status; 3. Product design and experience; 4. Operation system and proportion; 5. Start-up method; 6. Promotion methods and investment; 7. Team profile. Each piece of fundamental information can point to the analytical demands behind it, which is also mentioned in the previous section. It is not just about listing the corresponding information, but also about further analyzing the logical relationship to guide one's own business development. For example, regarding “product positioning”, based on user needs in this field, why do competitors choose this angle and core function to approach the issue? Is it because of promotion costs, development costs, or the best solution? Corresponding to the product positioning, whether the slogans chosen by competitors have played their advantages is analyzed through the collected user interaction information. Compare the differentiation, advantages and disadvantages of your own product positioning, and consider whether you need to adjust your own positioning in a timely manner based on the development data of competing products. We do not pursue big and comprehensive, but based on the actual purpose of analysis, we first clarify which fundamentals of competitors need to be analyzed and which aspects need to be improved from the product perspective. Then we draw a product mind map of competitors, and repeatedly experience the process details based on the mind map to compare the differences between our own products. Instead of trying to strip the competitor's products from head to toe right away, it is difficult to get the essential information and you will only enjoy the quick pleasure. 2. Hitting the Information Dimension Competitors in different business directions will have different information dimensions. On the one hand, the proportion of business development is different, and on the other hand, the data systems are also different. For example, Yuepaoquan, which also started out as a running tool , has gradually shifted its business focus to offline partners including online marathons, while Forrest Gump Running is a social game. So when analyzing current promotion channels, user behavior attributes and data, the focus of the two may be very different and cannot be directly compared. That is to say, even if you are analyzing the same fundamentals, you must have sufficient understanding of the business attributes of different competing products in order to hit the key information direction, avoid major analytical errors, and draw invalid conclusions. Details are surprises After determining the purpose of analysis and the fundamental information, the next step is to collect data. The analytical materials are divided into two categories: information and data, and the sources are from two directions: operational logic and details. 1. Use operational logic to find information Operational logic does not mean to infer data by yourself, but like if you want to eat bread, you know to go to 85°C, and if you want to eat clay pot rice, you know to go to a Hong Kong-style restaurant. The source of analytical data is inferred from the operational logic, and the data carrier is summarized according to the required information dimension. Then the richness of operational knowledge determines the completeness of collected information. For example, when analyzing the business data of e-commerce competitors, the first thing to look at is the core business data: number of users, daily traffic or DAU, daily orders, and daily transaction amount. In fact, everyone knows that you cannot get accurate core data. Therefore, public media reports are the primary data source, and the data is verified through parallel comparison of different sources and comparison of growth trends at different time points. Secondly, evaluate the total number of products, update frequency, number of merchants, and traffic transaction data of individual merchants and slots. This can be obtained through tracking statistics, disguised communication with merchants, merchant group content, etc. There are many detailed verification methods for traffic and download volume. PC traffic is inferred from traffic composition and traffic growth by counting website queries, comparing the number of website inclusions, natural traffic, search advertising coverage, etc. The next step is to evaluate the effectiveness of integrated operations. Traffic fluctuations, invested resources, and activity development costs during the promotion period; reading activity data, daily content quality, and activity frequency quality of auxiliary products such as new media and communities. To understand the model, look at 36Kr; to analyze the business system, in addition to self-examination, you can also look at review articles and information communities to count the content of the product itself and the number of interactions; these all belong to operational logic. In addition to a single method of obtaining information, the data analysis and promotion review mentioned above require multi-channel information mining. In addition to information search (Baidu, WeChat ) and operational radiation carriers (product announcements, WeChat and Weibo), the second point is below. 2. Pay attention to details like first love Taking promotion review as an example, the promotion methods are usually not announced on user-facing operation carriers. At this time, many detailed information is key. For example, here is a detail from the operational review of "Xue Ba Jun", which is about the early promotion method of Xue Ba Jun. In July 2014, Xueba Jun held a competition to select the most beautiful and handsome school boys in Tianjin. Fans left messages on the official account and were selected to participate in the award ceremony. After the event, the official account pushed these messages in batches. Many fans mentioned that "I followed the official account through the small card at the school gate, and I can solve problems, but the replies are sometimes slow." The amount of information contained in a few simple messages is crucial: 1. Xuebajun’s MVP is manual answers from the official account; 2. Based on the promotion scenario, it can be basically determined that early users came from campus cards. There is also a lot of promotion and cooperation information that will be published on the partner’s carrier. For example, when searching for "Dongjia APP" on WeChat, you can find many articles from other accounts, which include videos of craftsmen recorded by Dongjia, and below them are the craftsmen's Dongjia shops. A reasonable inference is that it is a collaboration between content and store traffic. The mastery of a large amount of operational logic and sensitivity to details will become the key to irreplaceable value in competitive product analysis. Operation direction We emphasize that competitive product analysis has a purpose, and ultimately must provide inspiration for solutions to this purpose. After completing the data collection, it can be divided into two steps. 1. Restoration of clues Through a large amount of information data, the entire analysis event is restored objectively, logically and causally. For example, for the e-commerce competitive product business data analysis in the example above, you can at least list a few key points. You can figure out whether to use a table or a graph: 1. The current overall transaction data and the transaction data of individual merchants; 2. The merchant data, brand level distribution, the means of attracting investment, and the maintenance and incentive measures; 3. The total number of users, daily traffic, distribution and proportion of promotion channels; 4. The community's operational data, the main operational methods, and their respective effects. Through these, we can relatively completely outline the current business development status of competitors without missing any core data. If we go a step further, the data collection can also include contact information of competing merchants, entry and event participation thresholds, merchant satisfaction with competing products, and understanding competing product delivery data through communication with advertisers. 2. Guiding Value This is also the last step. Based on the ideas, execution and results of competitors, as well as your own current situation and resources, you should propose specific operational ideas and improvement directions. For example, if a competitor’s community is highly active, when applied to your own product, is it the high participation in certain types of activities, large prize investment, or increased traffic entrances? Which measures can be improved in the short term, and which are not yet in place but need to be improved. There is a gap in e-commerce transactions with competitors. Should we increase the overall traffic acquisition, or adjust the number of merchants and the price of goods? Following up on competitor strategies is a big part of operational methods. Getting used to producing conclusions from operational guidance will greatly broaden your operational thinking. Irreplaceable value The irreplaceable value is reflected in the high-value competitive product analysis report that has a strong analytical purpose, pays attention to details that others ignore, and makes logical inferences. It is also reflected in the fact that through each unique and in-depth thinking, one can gain irreplaceable personal value. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @天佐由(APP Top Promotion). Please indicate the author information and source when reprinting! |
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