The double 11 pre-sale will start next week, and double 11 is undoubtedly one of the most competitive nodes every year. When it comes to brand competition, competing product analysis bears the brunt. So how to do a good job of competing product analysis and bring more valuable reference for decision-making?
In this issue, we will share analysis methods, summarize optimization strategies from brand comparison, strategy dismantling, keyword positioning, and help brands efficiently analyze competing products.
Overall Brand Profile Comparison
The first step in the analysis of competing products is to analyze the overall situation and compare the gap between self-made products and competing products. The overall points are divided into 3 points. (The following is an example of maternal and child brand A and similar brand B)
01
Look at the brand volume
The first is the analysis of brand volume, through comprehensive research on the number of notes, brand numbers and brand topics. Xiaohongshu platform and Guoji·Qiangua data show:
Brand B: There are 30,000+ notes, and the drop-down words of cream products have been generated; the number of fans of the brand account is 11,000, and no product store has been established; the total number of topic views in the past 90 days is 27,642,400, and 338,300 related to creams.
Brand A: There are 10,000+ notes, and the drop-down words for cream products have been generated; the brand number has 31,000 fans, and a product store has been established and products are on the shelves; the total number of views of nearly 90 topics is 6,027,800, and cream-related 1,404,900.
According to the comparison, the two brands have tens of thousands of notes, and both generate drop-down words, and have a certain scale of platform volume and user awareness. The brand account of brand A performs better, and the integration of account stores helps to close the marketing loop; the brand topic exposure is low, and the cream topic exposure is high. By strengthening the topicality of brand creams, explosive products can drive brand volume.
Figure | Screenshot of Xiaohongshu & Guoji·Qiangua-Brand Analysis
02
Second check the content of planting grass
In terms of planting content, analyze the content strategy according to the note form, type, and content keywords. According to the data of Guoji·Qiangua, brand B has 7,405 grass-planting notes in the past year, with a total of 1,626,200 interactions, which are 73% and 76% higher than brand A as a whole. Take a closer look at the business notes for baby face cream product launch:
Brand B note format: pictures and texts accounted for 81.3%, interaction volume accounted for 58.4%; video accounted for 18.7%, interaction volume accounted for 41.6%, video interaction cost is lower.
Brand A note form: The amount of graphics and videos placed is almost directly proportional to the amount of interaction.
Although the content keywords of both parties are highly concentrated on "baby and child care, baby face cream, face cream", brand B has deployed brand product words in batches.
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Let’s look at the types of business notes posted:
Brand B: Baby care accounts for 85.7%, and interaction accounts for 67%, which is the main scene; baby’s daily life and parenting experience account for 3.5%, which is an auxiliary scene. With the same proportion of notes, the baby’s daily interaction is higher .
Brand A: Baby care products accounted for 85.6%, and the interaction volume accounted for 71.6%, which is also the leading brand; childcare experience and skin care accounted for 6.7%, 4.3%, and childcare experience interaction volume accounted for 21.5%. The content is highly vertical, and the performance is better.
It can be seen that brand B, on the basis of maintaining graphics and texts, has made great efforts in videos and put in brand product words. Therefore, brand A needs to further study the video content of competing products, and increase the brand + face cream words to seize the search mind. At the same time, it needs to increase the baby’s daily notes in an appropriate amount, enrich the types of notes, and cover the crowd in multiple dimensions.
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03
Three Views of Public Opinion
Public opinion is word-of-mouth, which reflects the growth quality of the brand. Through the analysis of public opinion, it is helpful to plan ahead and plant high-quality grass.
Based on Xiaohongshu search and Guoji·Qiangua brand public opinion analysis in the past year, the overall reviews of the two brands are positive, and the top 5 hot words in the reviews all have strong associations such as brand name, "baby" and "cream", gaining users mind. However, the drop-down words all have "will it turn black when used?", which affects the first impression of the search, and subsequent launches need to pay attention to the layout of the search card and the foreshadowing of positive content.
Figure | Screenshot of Xiaohongshu & Guoji·Qiangua-Brand Analysis
Release rhythm and talent strategy dismantling
If the analysis of competing products is regarded as a martial arts competition, the first part is to investigate the opponent's background and status in the world, and the next step is to dismantle martial arts moves. Disassemble the pace of product launch and optimize the talent strategy.
01
Grasp the frequency of planting grass and the rhythm of placement
Through the note trend under the cycle, you can see the brand's planting frequency at a glance. According to the data of Guoji·Qiangua, Brand B has 7,405 notes in the past year. Last year, the volume was the highest during Double 11. This year’s Double 11 also started early, with daily and node planning, and long-term operation. Relatively speaking, brand A has 4,280 notes in the past year, which is relatively small, and the data in the early stage of Double 11 is also relatively flat, lacking daily planning.
Figure | Guoji·Qiangua-Brand Comparison
02
Analyzing expert models and data representation
In addition to the commonly used analysis of overall brand placement, product placement experts can also be further deconstructed. According to the report on the launch of Guoji·Qiangua competing products, in the past year, brand B baby face cream has been distributed to amateurs and beginners, accounting for 37.7% and 40.7%, the largest number of people, waist experts accounted for 18.3%, and the rest accounted for 1.5%, 1.2%, respectively. 0.7%, for the "pyramid model". Compared with the two brands, the gap in the proportion of the waist is the largest, which is 6.5%.
Looking at the distribution of interaction volume, brand B has 207,000 waist experts, accounting for 39.7%, the highest total, followed by 140,400 junior experts, accounting for 26.9%, and the waist is the main output. Under the decentralized recommendation mechanism of Xiaohongshu, waist experts have benefited significantly, and Brand A may consider appropriately increasing the cost-effective waist experts.
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Keyword positioning, competitive analysis
Keywords are the core factors that affect product exposure, so in the follow-up link of competitive product analysis, keywords can be positioned and ranked to discover competitive advantages and disadvantages and market opportunities.
01
Locate keywords and explore market opportunities
According to own products, competing products and category notes, keywords can be positioned in four quadrants: direct competition area (competing products have their own products), observation reference area (competing products have their own products), alternative area ( Competing products have no self-owned products), advantageous areas (competitive products have no self-owned products). (Note: The "presence" here is not absolute, but relative data within a certain period and threshold.)
Through the category analysis of Guoji·Qiangua brand, the number of keyword notes in the collection of the past 30 days accounted for TOP10 (note: different needs require different data, and brands choose according to their own needs). After classification and positioning, it was found that:
Brand B: The brand word face cream occupies the top place in notes, and occupies the refined demand words such as "moisturizing and repairing"; the product is mainly aimed at newborns and infants.
Brand A: Form the keywords of "children's face cream" and "sensitive skin". In terms of categories, "maternal and baby goods" and "beauty makeup" also account for a relatively high proportion. It can be combined with the distribution of keywords and the marketing stage, and the relevant content can be appropriately increased.
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02
Keyword ranking, competitive analysis
After grasping the keywords, perform upstream, middle, and downstream rankings to analyze the competitiveness of self-brand keywords in Xiaohongshu.
Taking "Baby Cream for Sensitive Skin" as an example, according to the brand notes mentioned by the key words of Guoji Qiangua in the past 30 days, the analysis shows that the proportions of the total number of notes are: more than 10%, 5%-10%, 5% % or less, the proportions of total interaction are: more than 50%, 10%-50%, and less than 10%. The total number of brand A notes accounts for 14.3%, which is in the upper reaches, and the total interaction accounts for 10.01%, which is in the middle. It can be seen that the number of notes under this keyword is large, and the quality needs to be strengthened.
Figure | Guoji·Qiangua - Number of brand names mentioned by keywords
Finally, based on the comparative analysis of competing products in the above three sectors, the strategy optimization direction of brand A is summarized according to the purpose:
Brand communication strategy: do a good job in daily planning, and increase the investment appropriately before the festival. Take advantage of the brand name and more accurate brand + product topics to do a good job of content exposure and acceptance; at the same time, deploy brand words to monitor and optimize the public opinion words "will it turn black after using it?" to enhance brand voice and user trust Spend.
Talent strategy and content direction: Appropriately increase the launch of cost-effective waist talent, use early waist talent to expand brand awareness, and drive more talent to plant grass. Enrich the types of notes, increase the delivery of content strongly related to mothers and babies, and accurately reach users in multiple dimensions.
Keyword strategy: Focus on safety and mildness (such as sensitive skin) and seasonal needs (such as baby eczema) layout, while making differentiation (such as children's face cream), improve the quality of keyword note planting, and highlight the advantages of selling points.
Summarize
The above is the sorting out of the competing product analysis process. Of course, the brand strategies of different stages and cycles are different, and the analysis focus can be flexibly selected according to needs. Analysis methods can refer to:
Comparing the overall profile of the brand, one looks at the voice volume, two checks the grass, and three looks at the public opinion.
Disassemble competing product launch strategies, grasp the pace of launch, first split and then compare, and further analyze product launch experts.
Locate the field where the keyword is located, and rank it according to direct competition, observation reference, alternative, and advantage area, and then rank the core keywords in the upper, middle and lower reaches to analyze the competitiveness.