Competitive product analysis

As we all know, the development of the Internet industry has changed rapidly, the same category of products competition is very fierce. In order to be able to differentiate their products, the product manager in the daily work must be done to seek the future, that is, to cultivate their own continuous attention to the user and market habits, including the study of user needs, analysis of industry trends and focus on the dynamics of competitors and so on. Only when the user and the market have a comprehensive understanding of the situation, it is possible to make a reliable product.

Remember 08 when I was just a product manager, a leader let me write an XX product industry analysis ppt. However, due to my usual lack of sustained attention and systematic analysis of the industry, so how to write also to no avail, 2 days overtime to 12 o'clock, a total of 13 draft still not pass. The last time I saw the leader disappointed in the eyes, when I was ashamed to drill the heart of the seam has. Since then I have decided that kung fu must be under normal circumstances, to avoid the situation of cramming to appear again. After several years of efforts, I finally summed up a set of their own work methods, including how to do a good job in industry research and competitor analysis work, here to share to you. To do this job, you need to remember 8 keywords:constant attention, regular summary。 and the specific work steps are divided into the following 4 steps:1. Gathering Intelligence2. Organize the information3. Summary Report4. Team SharingNext I will give you a detailed introduction. I. Collection of information:Industry research and competitive analysis work is not a surprise and temporary work. Can not say that the leader of the above think up the following people to do once, can't think of words a year also don't care. The right thing to do is to keep doing it, to remain sensitive to the relevant intelligence, and to remember every day you see it. Sources of intelligence generally have the following channels: 1, industry website, consulting company's Industry report, the industry Cattle people Microblogging & blog, know the relevant issues. 2, the company's internal knowledge sharing, Team of IM Group. For example, the team often people in the IM group to publish various types of industry and competition information, encountered such information should be recorded in a timely manner, so as not to forget. 3, communicate with customers, including face-to-head communication, Weibo & Forum interaction and so on. 4, the use of competitor products, pay attention to the other staff's microblog, the other party's official forum and recruitment information. Long-term use of competitor's products, will let you gradually understand the other side of the product strategy, but also to draw the other side of the product excellent details, the attention of the other employees of the microblog, from the words can be analyzed a lot of valuable intelligence; regularly go to the competitor's official forum to dive, to see the user's complaints, accumulate a period Generally know the competitor's product problem concentration point, and these problems are often the competitor's next product improvement or development direction, and through the analysis of the competition key positions of the recruitment information, you can see the direction of their business development. 5, professional books. second, the collation of information:The information collected on a daily basis needs to be systematically collated, and I usually use OneNote to do the work. When it comes to valuable information, it will be copied into the corresponding category in OneNote in a timely manner. As shown in the following:
Iii. Summary of information:Finishing the data is not the end of the job, the next thing to do is to summarize regularly. Take me for example, now every month according to the data collected this month to summarize 1 industry market competition, has been a continuous 9 months of industry market competition, wrote a total of 30,000 words (as shown). When gathering intelligence at ordinary times, there is no in-depth thought and study of intelligence, but in this report I will analyze the valuable information in one review. If you can keep this job for the first half of the year, I guarantee you will be able to know the dynamics of the industry and the situation of competitors.

In addition to the regular monthly market competition, it is also necessary to conduct a special competitive analysis of competitors on a regular basis. In the past 1 years, I have done 6 special analysis reports, an average of 2 months 1 times. Here to share a copy of my commonly used analysis Template: 1, Market trends, the status of the industry, 2, the competitor's corporate vision, product positioning and development strategy, 3, Target users, 4, market data, 5, core functions, 6, interactive design, 7, product advantages and disadvantages, 8, operation and promotion strategy; 9, Summary & Action Point. Iv. team sharing:After the output of various analysis reports, but also by mail, meetings and other ways to communicate with the team members to share. The value of this work link has the following 3 points: 1. Share knowledge with other members of the team to help team members improve their knowledge of the business; 2, establish personal influence within the team, facilitate the smooth development of daily product management; 3, in the sharing process often collide with new inspiration and ideas, Great benefits for product innovation. Through the continuous and systematic research and analysis work, I have a clearer understanding and understanding of the development trend of our products and the development of our competitors ' products, as well as avoiding the pre-cramming situation. If you can continue to do the right thing, I believe in the end there will be a return, and finally hope that my method can help you.PS. A lot of friends asked me to bid for the template, but because I wrote the competition involves some confidential content, so inconvenience to share to everyone. In fact, the format of the auction is not important, it is important that you have not seriously to collect information, and write their own analysis and judgment. I hope you understand.

Competitive product analysis