Competitive products are competitive products, and competitive product analysis, as its name implies, is a comparative analysis of competitors' products. An excellent (available) and excellent (useful) competitive product analysis report does not mean simply finding several similar products, listing several functions and saying several advantages and disadvantages, which often includes a lot of copywriting logic, comparative analysis methodology and, most importantly, the author's ideas for solving problems after a big analysis.

methods/steps

1/2 step-by-step reading

setting analysis objectives

When writing competitive analysis for the first time, many newcomers and children's shoes (including the former stewed ones) tend to focus too much on direct comparative analysis, ignoring details such as how to screen competing products, why to do competitive analysis, what is the focus of analysis and what problems need to be solved.

"Selection is more important than analysis"

And here I mean "selecting the analysis target". There are two kinds of goals here:

Chestnut: I wrote an analysis of competing products of social products before cooking, with the purpose of exploring a more nice way to build a stranger relationship and how to help the stranger social platform precipitate the user relationship chain. As for how social platforms realize traffic and operational strategies, these are not the key points. Simply compare them and spend less energy on analysis.

② choosing competing products: if you choose the right competing product, you will get twice the result with half the effort, and if you choose the wrong one, you will regret it all your life. The only premise of competing products analysis is competing products. If you choose all the competing products wrong, it will be fatal if you waste your workload and draw a wrong conclusion and harm the team.

Chestnut: I still marinated that document. At first, when I thought of mobile social interaction, I thought of WeChat. Although I thought it was inappropriate, I added it. Although there is not much space about it in the end, it is a waste of work at most. However, in case the stewed brain comes to a conclusion that "the effective way for strangers is to shake and drift the bottle, because WeChat is very large, so it is suggested that mobile social products must add these two functions", wouldn't it be laughed at by the predecessors (kidding you-). Then how to correctly choose competing products, the so-called know yourself and know yourself. First of all, we should know ourselves:

If it is the project establishment stage, we should be clear about the current market trends, user needs, product positioning and so on.

if it is a large-scale iterative revision, it may be inclined to the shortcomings of the old products and the characteristics of emerging products. This paper introduces an efficient method of selecting competing products by Liu Jin's predecessors. This method is relatively rigorous and complex, and its practical application depends on the requirements of the report.

2/2

competitive product analysis process

1. This process is subjective. A concrete example is, for example, such a description belongs to subjective judgment:

"The text live broadcast room of Sina Sports uses a lot of wireframes, which will cause visual interference."

second, competing products are classified

second, the purpose of competing products analysis should be clear: what do we draw from the report?

this is consistent with the document's requirement to pay attention to "audience" and "purpose". That is, the analysis of competing products must be understood by the "spectators" and its conclusions can be "inspired and helped", which truly forms a part of product planning and development.

Third, there are two typical writing structures for competing product analysis: horizontal and vertical.

1. Horizontal: list the directions that need to be analyzed, and then observe and compare the opponents respectively. Finally, the scoring table, comparison table, various patterns or conclusion statement paragraphs are obtained.

2. Vertical: List all competitors or related products, and experience and write points that need to be analyzed respectively. Because each competitor or product has different points, such as integrated portal and vertical website, they certainly contain different things, so it is scientific and effective to take vertical evaluation at this time. Finally, a detailed scoring chart or comparative statement report of each product is obtained.

fourth, the writing form of competing product analysis, I think any form can be used as long as it is clear and readable and the conclusion is outstanding. Generally speaking, I will use Word.

5. This time, I am working on the live broadcast system of sports events, and the competitive product analysis report I asked my partner to do includes two major aspects:

1. Objective conclusion:

(1) Market layout of the competition system;

(2) what are their data (complete or incomplete, professional level);

(3) operation (refresh, page jump, query, etc.);

(4) the interface (vision, layout);

(5) detailed function points of the product (general function, special function, and degree of realization);

2. Subjective conclusion:

(1) User process analysis (website usability, ease of use and other experiences, likes and dislikes);

(2) Advantages and disadvantages of internal products.

VI. Obviously, competitive product analysis is necessary for the planning process. It is a guide manual with practical reference value, and even acts as a functional document.

sometimes, the scientific and detailed analysis of competing products will directly affect the level of planners. So I think, if the analysis of competing products is not from the hands of the core planners, then the planners should analyze it themselves, just don't have to organize it into documents from beginning to end, just need to improve it on the original basis. Because, the more you master, the more comfortable you will be in doing things. Where does innovation come from? Innovation is to discover the new continent from what no one has.

VII. As for whether a team's competing product analysis document needs to be standardized, I think two or three typical templates can be worked out. But there is no need to pursue form too deliberately, because such things can achieve results. I feel that the effect is not enough, and then I will supplement it temporarily.

add:

If you want to make your solution look more reliable, you often need to quote some specific data for qualitative analysis. At this time, you can do some small research based on your own situation to understand other users' views on this issue, or go to some data portals to see some references from professional investigation and analysis.

always

I hope I can help you! Have a nice day!

Question

How to write the analysis of competing products of this content

In fact, if it is like an intangible item, the characteristic of it and other products is that it has a long history and rich cultural heritage. You can highlight this important point and write it!