To analyze what is "competing goods"

For the concept of competitive goods, I believe many people are not familiar with, is exactly what is "competitive goods", today and everyone to chat, for your reference.

Suppose you are an early stall, responsible for selling soy milk Buddy (sorry, the division of labor is a bit too meticulous), at this time you in order to sell more soya-bean milk, get more commission, you start to do the analysis of the competition, you will take what as a competition goods?

OK, next to the stall to sell soy milk, can not run, must be. This is the most elementary consideration, homogeneous product, this is called "Use the same product function to solve the same user needs", and such competition products to play, compared to the advantages and disadvantages of product features, such as you are grinding, he is the purchase of bagged, you can cause to drink soy milk should add sugar or add soy sauce of the unprecedented rhetoric, he can have red bean flavor, peanut flavor, You can pack it and take it away ... You look at the people who pass by every day are the kind of person, roughly know their pros and cons.

Such a competitive analysis, relatively simple, aiming at and you do the same product can be, like Sina Weibo stare at Tencent Weibo, Storm audio and video staring at the QQ. The results of this analysis, often can only bring some functional level optimization, will not bring new ideas to product direction.

Days go by, I am grinding of soy milk more and more users are recognized, health see well, suddenly one morning, you find the next door stall actually give up soy milk market, began to sell all kinds of milk and juice! You're in shock, Why? Hurry to ask the user, why do you want to buy soy milk? Users are not necessarily to drink soy milk, And probably the answer is-steamed stuffed bun too dry, should have a little drink of things, so, milk also can ah.

"Address the same user needs with different product features". This is called "substitute", which can be extended to read the Porter five-force model. So, you realize that the competition analysis should not simply stay in the "product function" analysis, but also to find you this function to meet the "user needs", can solve the same "user needs" of other solutions, but also competing products. This analysis, will bring new ideas, new directions, such as online supermarkets to go to Wal-Mart, do the newspaper should order several magazines.

More contact with users, you will find that they buy soy milk for more than one reason, "the same product features to solve different user needs" is also very normal. This in turn prompts you to rethink your position and what needs to be prioritized? So you'll be in a different demand scenario, find different alternatives: tofu, thousand (Some like soy), porridge, wonton (steamed stuffed bun also do not buy, direct to dilute); Tap water, mouthwash (after eating dumplings gargle, remove the lettuce leaves ...).

Think clearly, and further, you can also buy soy milk reason to ask down "why", thus "with the same product features to meet different levels of user needs." The deepest can always dig to the psychological or physiological aspects of human nature, such as like soy products that, perhaps the user after physical examination found that they lack what elements, so with some health care products, drugs are also related, then, you sell soy milk, whether you can go to the "health" of the demand on? In this way, at different levels, through the analysis of different competing products, You can give the product more Cross-border ideas.

There is a saying: "All products on the Internet/mobile phone are competing goods, the competition is the user's only time." Of course, after the analysis, what the final product function, you have to consider many other factors.

Try a tongue-twister summary:

Your product,

The same product is encountered when solving the same demand;

Meet different products when solving the same demand;

Different products will be encountered when solving different needs;

Meet different levels of demand will encounter different products.

They are all competing goods.