A. Direct competitors of products: This includes competitors with the same market target direction, strong customer group pertinence and high similarity between product functions and user needs. In Po's words, they are "competitors who really fight with you."

B. Indirect competitors: customers in the market have different goals, but they complement each other's products in terms of functional requirements (or you complement each other's products), but mainly do not profit from the value of the products;

C. Different modes in the same industry: for example, B/S Internet mode and industry solutions, stand-alone C/S client, buying and selling with one hammer, and charging by service for a long time;

D. Speculation on the concept of abundant capital: It is observed that major media platforms often speculate on concepts and enterprises with industry-forward talent background, qualifications and large scale potential;

2. Where can I get competitors' information?

A. collect information from internal market, operation department and management;

B. Industry media platforms, news and forums, QQ groups and search engines;

C. Establish a continuous product market information collection team;

D. Investigate products that core users, active users and ordinary users make up for and indirectly replace different needs;

E, competitors in official website, SNS platform, some portals, product history updates, and their own promotional activities.

F, grab quarterly and annual financial reports and update resumes of major talent networks, including recruitment information in official website.

G. Search for peer industry information subscriptions through GOOGLE search engine. Similarly, Internet platforms such as Zhihu and ZAKER are also good channels at present (these markets are unlikely to meet direct competitors, but the profit model and function definition user groups are forward-looking and market trend-oriented).

H. It is a good way to try products with each other, consult customer service with each other and ask technical questions.

In fact, it takes some energy to find the products of our competitors from the above channels. Many people directly analyze products or websites. Such an analysis report of competing products can only stay on the surface and cannot show the deep content.

After catching a competitor, I think we need to get information about this competitor or product from the following aspects.

1. From the aspects of technology, market, products, scale of operation team, core objectives of machines and their brand influence in the industry, etc.

2. Obtain quarterly or even annual profit figures from financial reports, and concentrate investment information from various product line funds to occupy the company's main profitable product lines. Maybe this is more professional. From the perspective of mobile internet, this product can be profitable in any module of the company, and this product is not the main profitable product of this company.

3. Learn as much as possible about the total registered users/installed capacity/effective conversion rate in a fixed period from the aspects of user coverage, market share and operating profit model.

4. Product function analysis and comparison (this is what I found many people did from the beginning, which is a bit simple and rude, but only superficial data can be obtained). The data involved here include stability, usability, user experience interaction, vision involving strength, advantages and disadvantages of technical implementation framework and so on.

5. Product platform and official ranking, number of keywords and external links

The analysis methods we usually use are as follows

SWOT analysis, customer satisfaction model, Boston matrix, information comparison method, etc.

Details are as follows:

The first point: What is the core value of this competing product? What problems can be solved for users?

The second point: What is the experience of this competing product? What is better than your own product experience?

The third point: What is the weakness of this competing product? Do you have this problem yourself?

The fourth point: What is the highlight of this competing product? Is it worth learning?

Fifth point: What's the difference between this competing product and your own product? Comparatively, who has more potential?

Sixth point: Who is better than this competing product and its own product?

Seventh point: write an analysis report.

Eighth point: brainstorming analysis report.

Ninth: Refine the demand.

Then, it depends on execution.