"1, market trend, industry position; 2. Competitors' corporate vision, product positioning and development strategy; " These two are particularly important for PM novices, but they are the most difficult to master. Here I would like to add some views. In several competitive discussions I participated in, I found that people tend to focus on the specific functions, interaction, design and other parts of the product that are directly related to the experience. This part is of course important, but in my opinion, it is not the key to the success or failure of the game. When designing a product, the first thing to consider is the goal of the product and the milestone in the goal process, as well as its realization process (product experience is only one of the means of this process). The goals and stages of competing companies are often inconsistent. On this basis, the analysis of competing products is often just to seek fish from the edge of the tree, not to mention the subjective analysis of competing products, which is easy to misjudge the real goal and realization path of competing products companies only from their own perspective. For example, about a year ago, a product I participated in had just achieved initial results and was about to enter the UGC live broadcast field. First of all, we need to know the market situation and future trend of UGC live broadcast. The UGC live broadcast market has been proved and matured on the PC side, and the opportunity to be accelerated is the live broadcast of the game. The opportunity is not yet mature, but the huge opportunity in the future is the live broadcast of large-scale events (press conferences, etc.). ) and live education. If you choose one of them and let you do competitive product analysis on the opportunities mentioned above, what will you probably think of? First of all, I think the UGC live broadcast mode is basically an industry with content and content providers as the core and an easy-to-use content production and distribution platform as the foundation, emphasizing how to create the benefits of content producers (cash benefits, traffic benefits, brand benefits). Live and smell? On the PC side, there are giants such as YY, 9 158. Beauty live broadcast is less dependent on products, and has higher requirements on the number of anchors, community culture (operation) and ARPU (scale and habits of paying users), and the mode is basically determined. The development of YY (subjective experience, official data and financial reports, etc.). A great success will be one of the key products, which will bring advantages to the mobile terminal in the future; Judging from the anchor potential, community culture and ARPU habits, mobile singers and strangers may also enter this field; There is little chance of direct competition for new products. Live game? With the rapid development of games, especially competitive games (DOTA, LOL), there is a mode of JustinTV's separate financing of $65,438+05m (round B) abroad, and the future of game live broadcast will not be bad. From the traffic analysis of live games at that time, live games included professional media production (there are more than a dozen in China) and personal anchors. The former focuses on events and activities, while the latter is more personalized-the first-angle live broadcast of top experts has proved to be very popular; However, there are also some opportunities in this field, such as small scale, large market demand (it is not common for more than 10,000 people to be online, but video-on-demand can easily reach hundreds of thousands of VV), and incomplete product basic experience (release threshold, recording quality, clear and smooth playback, etc.). ), and the profit model is not clear. Competitors include traditional online video service providers such as PPLIVE and PPS, as well as YY. The former pays more attention to traditional content (variety shows, film and television dramas). In the context of the erosion of online video giants, maintaining the existing scale as much as possible and finding a way out should be their goal. YY was waiting to be listed at that time, and the live broadcast of the game could not bring the corresponding ARPU growth while bringing high bandwidth cost, so it was difficult to become their main goal; And the current market background. Understand the competitive points of live games: the basic experience of products is far from meeting the market demand (recording and broadcasting), the interests of content producers are not satisfied, and the profit model is not clear, but we can have certain confidence. Based on its own characteristics, enter this field, formulate development goals and implementation plans, and solve the above key points. By the way, as far as I know, the field of mobile game live broadcast is still blank. At present, the main limitations are recording methods and recording performance. However, based on the expectation that the future mobile game market will be at least ten times that of the end-game market, this opportunity is even greater, and some foreign companies have achieved recording through ingenious methods. Although there are still problems in recording performance, the prospect is promising. Speaking of live games, in fact, in my opinion, live education and live games are similar in many aspects, but there are two problems in live education: 1, live content, except for some relatively small ones such as WeChat marketing class, bubble learning, online learning PS and so on. There is no educational content that is very suitable for webcasting. 2, product experience, live education requires high interaction and atmosphere, and there is no good product plan at present (there seems to be a good one abroad, but I have never experienced it). More importantly, the popularity of online education is not a day or two. Many companies, large and small, are involved in it, but they have not really achieved a certain scale (welcome to testify). I'm afraid there are some habits and needs that are difficult to solve. Finally, the live broadcast of the conference, whether it's Apple, Xiaomi, Hammer's new Internet technology product launch, the annual meeting of big companies, large-scale activities of commercial organizations, or even a welcome party of a university, an important event of a bar, the wedding scene and so on. In the words of a former partner of mine, "all activities above 10 thousand yuan need to be broadcast live." . In the past few years, some companies have provided paid live broadcast services, but the effect is not good enough. Generally speaking, this is a huge but still blank market. In my opinion, the biggest difficulty of this opportunity lies in the threshold of live broadcast, including the hardware performance, wireless speed and software performance of live broadcast equipment. To put it bluntly, the mobile phone is not good, the professional equipment is too stupid and 3G is too slow; If the mobile phone can barely cope with some casual and amateur small scenes, then how to connect the bulky professional video equipment to the live WIFI and conduct "one-click live broadcast" in some professional large-scale institutional scenes (such as press conferences) is probably the "demand pain point" of this scene. Of course, there are other problems besides this, but this may be the most critical.