How to conduct APP competitor research? All the methods, tools and templates you want are here!
Purpose of competitive product research: Competitive Analysis is something we do consciously or unconsciously in our daily work. It is to achieve the three goals of learning from each other's strengths and making up for one's own weaknesses, knowing oneself and the enemy, and being prepared for danger in times of peace by analyzing and studying competitors. What exactly does competitive product analysis include? Each point in the picture below can be taken out to make a PPT. Anyway, I was shocked when I saw it for the first time. Extent of competitive product research: Never let a paranoid person do bidding, he will end up vomiting blood and dying, or be poached by a competing company. Okay, this joke might be a little dull. What I want to say is that the bidding process can be infinitely detailed, and there is nothing wrong with that, but whether the time and energy input-output ratio is worthwhile depends on the time your boss gives you, as well as your motivations, needs, and expected results for the bidding. Anyway, before doing competitive research, you must clearly define your goals, draw up an outline for competitive product analysis, and then refine the implementation. How to do competitive product research: Never conduct a bidding just for the sake of conducting a bidding. A bidding without a practical purpose is meaningless no matter how beautiful the PPT is. We should regard competitive product research as a means to solve problems. The extent and frequency of each competitive product research should be based on the needs of the company and products. It is not limited to large-scale competitive research at the marketing and strategic planning levels. Competitive product analysis can be conducted on a certain type of activity (such as Double Eleven ), a certain operating method (such as user incentive system), or a certain content (WeChat tweets) . In short, as long as you are good at learning from others and learning from others, competitive research is an effective and fast learning method that can help you avoid many detours. Just as Huawei’s slogan “Pixel-level Imitation ” suggests, what it imitates is pixel-level competitive research. At that time, it was impossible for a brand to be respected simply by copying, but imitation was the basis of innovation. It is recommended that you make the collection of competitor intelligence one of your daily tasks, always maintain market sensitivity, and learn from each other's strengths and weaknesses in a timely manner through analysis and comparison. A competitive product research on App promotion and operation can include: 1. Market trends and industry status; 2. Competing APP company background, product positioning, business model, financing situation, and development strategy; 3. Comparison of the operating status of competing apps with your own; launch time, total downloads, number of registered users, daily and monthly active users, and core KPIs 4. Comparison between the product design of competing apps and your own; 5. Comparison between competitors’ paid promotion channels and your own; 6. Comparison between the free promotion channels such as social marketing of competing companies and your own; 7. Summarize the advantages and disadvantages of the complementary products; 8. Formulate a phased learning improvement plan; ps: If it is a regular competitive product analysis, it can also include the following points: 9. Recent important marketing trends and product iterations of competitors; 10. Industry intelligence & new competitors worth paying attention to. The contents listed above are for reference only. In daily work, conducting in-depth multi-dimensional analysis on a certain issue can achieve more practical results than conducting broad and empty competitor research. How to obtain data in competitive product analysis: Basic information: search engines, competitor websites, apps, WeChat, and Weibo External information: Zhihu, media reports Operational data: Chandler, ASO 100, Kuchuan, etc. can all be used for competitive product analysis, but the data is for reference only and is not a standard. Baidu Index and Taobao Index Professional companies: iResearch, Analysys, CNNIC, Bida Consulting Click to download the competitive product research Word template!If you need ASO optimization service, please click this link: Introduction to ASO optimization service APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China. Welcome to follow our official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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