1, why?

What is the purpose of analysis, or is it to find the needs of users? Is it necessary to look for ideas for products in autumn? Know your opponent's dynamics and know yourself?

Who should I show it to?

To the interviewer? Internal communication? Seek the support of decision makers? Or do you want to clear your mind?

3. What is the output?

With the above questions, give an accurate positioning to the analysis of competing products, and then start.

1, preparation work

It involves the preparation of multiple contents, such as data, various screenshots, time nodes, various news, evaluations, etc.

2. Structure of the report

market analysis

industry analysis

Demand analysis

parallel comparison

Business model analysis

Product pattern analysis

Operational strategy analysis

abstract

3. Some commonly used analytical methods

Yes/no method

method of marking

Swot analysis method

Alkali+solution analysis method

Carnot model (Carnot model)

Four quadrant analysis method

Comparative research methods

Comparison methods of different dimensions

4. Pay attention (Fan Yi's mistake)

The judgment is too subjective. When we do competitive product analysis, the most common mistake we make is that we are too subjective (the same is true for investigation and analysis) and add too many personal preferences, which is not conducive to objective expression.

Missing scene substitution and global perspective. When analyzing competing products, we should look at this product from the perspective of the whole product, even the target user group, target market, business model and other factors, so as to judge whether the function of this product is appropriate.

Not updated to the latest version. Now the product iteration is very fast. If it is not the latest version, it is very likely that your analysis has been abandoned by your opponent. Isn't it miserable to learn from it and learn a failed plan?