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Competitive product analysis is one of the must-do tasks for SEMers before starting account optimization. However, although we have heard this term a lot, not many people have actually done it. Taking the pipe industry as an example, the author briefly shares the ideas and process of competitive product analysis, hoping to provide some ideas for everyone.

Jinniu Pipe Industry and Weixing Pipe are both well-known domestic pipe manufacturers. The competitive product analysis of these two companies mainly focuses on the differences between the two companies in paid promotion and website construction.

1. Demand Map

It can be seen that in the second circle, Weixing occupies two positions and is on an upward trend. This shows that when users search for Jinniu pipes, they are also considering Weixing, and the demand is still very high. This is why Jinniu and Weixing were chosen for competitive product analysis.

Among the top ten source search terms , three are related to Weixing. This shows that the online search volume for Weixing is still very large, and users have a relatively high brand awareness of Weixing. A large proportion of visitors who search for Jinniu Pipe Industry are paying attention to Weixing.

Through the analysis of the demand map, it can be seen that there is a great competitive relationship between Weixing and Jinniu. In the minds of visitors, Weixing is the only candidate when purchasing Jinniu products.

In the Baidu Index, there are also big differences in the search indexes of Jinniu Pipe Industry and Weixing Pipe Industry.

Whether on PC or mobile, Weixing's search index is higher than Jinniu. In Hubei, Weixing's PC search index is on par with Jinniu, but on mobile, Weixing's search index is much lower than Jinniu. On the other hand, in Zhejiang Province, Weixing's search index is higher than Jinniu's, whether on PC or mobile.

In other provinces, such as Anhui and Jiangxi, the difference is still quite obvious. It is possible that the influence of Jinniu Pipe Industry is limited to Hubei, while Weixing's brand influence covers a wider range.

2. Crowd portrait

In the population portrait, Jinniu Pipe Industry has an advantage in Hubei Province, while in the surrounding provinces and cities as well as the developed provinces of Jiangsu and Zhejiang, it can be said that Weixing Pipe Industry has an absolute advantage. Especially in Shanghai and Beijing, Weixing's search index has a clear advantage.

Although this is just a simple analysis of the Baidu Index, we can still judge the gap in search volume between the two. Does this also reflect the gap in brand influence between the two to a certain extent?

1. Understand the promotion strength

Then why is there such a big gap in search index between the two pipe companies? Does it have something to do with the intensity of promotion?

By searching the brand words, we can find that the credibility of both businesses is V3, which means that they have both been certified by Baidu and attach great importance to this aspect.

When searching for brand words, you can see that Weixing Pipe Industry has carried out promotions, both on PC and mobile terminals, and the scope of the promotion is probably several key provinces, including Hubei.

We can see that Weixing Pipe Industry’s promotion method in online marketing is to promote brand words, obtain accurate customer sources, and expand brand influence. In addition, many words related to franchise agents are also used, that is, to expand performance by acquiring more franchisees.

However, when searching for the product terms, no related promotions for the two companies were found, either in the company's location or in other provinces.

However, Jinniu Pipe Industry did not do any paid promotion and did not apply for brand protection. All its brand words were directly used in the creative works of other manufacturers.

2. Analyze promotion strategies and directions

Now the question is, why doesn’t Weixing Pipe Industry promote product words, but instead focuses on brand words and franchise words? If we go back to the related word categories in the demand graph and search for keywords with faster increasing indexes, we can find out the direction of their investment.

As can be seen from the figure, in the search index of Weixing Pipe Industry, the number of people concerned about agents is relatively high, ranking in the top 5. Therefore, Weixing focuses on franchising. Moreover, this method is also in line with the company's promotion model. For these large companies, what they need more are big orders and stable customers. Agents are very stable and can not only expand sales in a certain area, but also expand brand influence.

In order to further analyze the difference in traffic between Weixing Pipe Industry and Jinniu Pipe Industry, the Aizhan tool was used for analysis.

It can be seen that the gap between the traffic data counted by Aizhan and the Baidu Index is not big. That is to say, Jinniu has about 600 traffics per day, while Weixing Pipe Industry has 1200 traffics per day. Whether it is paid or natural traffic, it is very good. The paid traffic comes from accurate customers, because we only use brand words and agency words. The natural traffic does not cost any money, but the effect is just as good.

Jinniu Pipe Industry did not use keywords, so there is no ranking.

It can be seen that Weixing Pipe has done a good job in SEO optimization, whether it is the selection of website keywords or the ranking of keywords, it has an advantage. Moreover, both websites were created more than ten years ago, but the difference in average daily traffic is quite obvious. The amount of orders converted from visitors brought by this half gap is immeasurable.

Part of Weixing Pipe Industry’s natural traffic comes from product words ranking on the homepage, which is probably why Weixing does not do paid promotion of product words.

After analyzing the differences in traffic, let’s take a look at the similarities and differences between the two websites.

In terms of the website, Jinniu Pipe Industry does not have a mobile site and still uses the PC site style, while Weixing has designed a special mobile site for promotion.

From the website structure, we can see that the two companies have similarities in both website architecture and page layout. Especially the article details page of the news page is similar to reading the article through the drop-down bar in a fixed section.

Since both are enterprise websites with similar functions and products, there is not much difference between the two in website design and layout. However, there are still some minor differences in website functionality and maintenance.

For example, in the news section, we can see the difference in the amount of news released between the two. The frequency and content of news updates can reflect the degree of website maintenance and the development trends of the company.

In addition, both companies have franchise sections on their websites, one simple and the other detailed in terms of functional settings. For Weixing’s online franchise consultation, you only need to leave a message, while for Jinniu’s franchise consultation, you need to fill out a form, including venue, funds, etc.

Weixing also responded to the messages from the franchisees. In Weixing’s investor relations, there is also interaction with investors to answer questions that investors are concerned about. However, the location of Weixing’s franchise section is rather difficult to find.

The above is an analysis of the competitors of Jinniu Pipe Industry and Weixing Pipe Industry. It can be seen that the two companies have great differences in the degree of emphasis on online marketing and the direction of online marketing. Of course, this is just a conclusion drawn from a simple analysis and does not represent the actual situation. In addition, the methods and tools used in this analysis are relatively simple, resulting in some processes and conclusions that are not very rigorous. It is intended to provide some ideas and directions for everyone's competitive product analysis. Please forgive me if there are any omissions.

In addition, if you have more detailed ideas for competitive product analysis, please leave a message in the comment section to share!

The author of this article @艾奇SEM compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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