Competitive product analysis, also known as competitive product research, is an essential step in developing an app. By analyzing the situation of competitors in the market, we can achieve the effect of knowing ourselves and others, learning from each other's strengths and making up for our weaknesses, and avoid taking too many detours on the road of APP development. The depth of the competitive product analysis is determined by the content of the market report to be obtained, so before conducting the competitive product analysis, it is necessary to clarify the purpose of the competitive product analysis, formulate the outline of the analysis work, and then execute it according to the outline.
The outline of APP competitive analysis covers a lot of content, which can be basically divided into the following modules:
Macro Market Module:
Including the economic environment, market trends, industry status, national policies, etc.;
Micro Competitor Module:
Basic information of the company: including the basic information of competing companies, product positioning, sales model, financing, etc.;
Operation comparison: including APP's research and development background, online time, total number of users, number of downloads, user activity, user payment rate, etc.;
Product comparison: comparison of product function design, UI design, VI design, etc. with its own APP;
Channel comparison: analysis of promotion channels launched by competing APPs;
Marketing comparison: analysis of socialization and offline marketing models adopted by competing APPs;
Conclusion Action Module:
Summary: Summarize and analyze the advantages and disadvantages of competing apps.
Improvement: According to the analysis results of competing APPs, formulate development and improvement plans for their own APPs;
Tracking: Build a competitive intelligence information base and develop a tracking plan.
The above APP competitive product analysis module can be used for reference by the APP development team. In the actual competitive product analysis work, you can flexibly use multiple dimensions to conduct multi-angle analysis according to the actual situation, and do not stick to the above content. Empty, can not play a role in guiding the development work.
In the analysis of competitive products, it is inevitable to use a large amount of statistical data. There are many channels for obtaining these data, such as well-known search engines, websites of competing companies, APPs, Weibo and WeChat, public data from industry websites, some Content platforms such as Zhihu, etc. You can also seek help from a professional third-party marketing consulting company.
It should be noted that you cannot do competitive analysis in order to complete the task. Competitive analysis is a very important means of solving problems and should be taken seriously. The frequency of competitive product analysis is based on the needs of the company's products. It is required during the development period of new products, as well as in the promotion, operation, and iteration of subsequent products. Therefore, competitor analysis, as well as the establishment and long-term tracking of the extended competitor intelligence system, should become one of the daily routines of APP operators. Through competitive product analysis, operators can also maintain their sensitivity to the market and more accurately grasp the direction of the market.
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