Direct competing products that meet the same needs, that is, products that provide core services, market target direction and user groups are basically consistent with our products, and product functions and user needs are highly similar.

For example: Meituan's takeaway and Hungry, JD.COM and Suning.cn, QQ Music and Netease Cloud Music.

This kind of direct competition belongs to several products that we most easily think of, that is, the current direct competitors.

Finding direct competing products is also the most commonly used method to analyze competing products, which can compare the advantages and disadvantages of both sides more intuitively and help us find our own product positioning and operation direction.

But we can't just study direct competing products, because it is easy to limit our thinking and it is difficult for creative ideas to appear.

Products with the same core user group may have the same core functions and services in the later stage.

If there is a product in the market that is highly coincident with the core user group of our products and does not provide the core functions and services in our products for the time being, but it is possible to upgrade the products with the same core functions and services through iteration in the later stage, it is necessary to make strategic planning in advance, such as early Didi Carpooling and Didi Taxi.

We need to analyze competing products from the dimensions of market structure and product version evolution path, and at the same time, we can understand some behavior characteristics and preferences of users more deeply.

Products with similar product function modules and service processes

The target groups of such products may be different, but studying their business processes and interaction details will help us to generate some inspiration or inspiration in the design of product functions.

For example, products with take-away delivery function can study products such as "flash delivery" to improve their delivery process and experience.

In a specific scene, according to the needs of similar users and the use time of users, crowded products are formed.

This kind of products means that the target population has certain commonness, but the core services of the products are not the same, but they will be squeezed by the needs of similar users and the use time of users in specific scenarios.

For example, Kaixin.com and QQ space in those days, Weibo and Douban.

When comparing this kind of competing products, we should focus on the user's needs, usage scenarios and motivation, so as to think about how to optimize the design according to the user's needs in our existing product form.

Products with the same core target users, different needs and no competitive relationship

Don't think that such products don't need comparative analysis. We can analyze the means and business model of attracting users from the perspective of "product" and "operation", so as to obtain reference.

And we can try to cooperate with such products in different industries. After all, it's just the same kind of users, just meeting different needs, and there is no competition.

Friendly cross-industry cooperation between two or more parties can be combined with each other in a severe market environment, with complementary resources and mutual benefit.