Users, functions, data

1. Core users

2. Mainstream users

3. Proportion of users of competing products

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1. Core users

How to find the core users of competing products?

First understand what functions the product has, functions that only core users or the most loyal users will use; if you understand the characteristics of core users, you can use user research methods to analyze users and establish Portrait of a user.

e.g

QQ Music Green Diamond paying users

Douban FM users who use FM as background music

Kugou Music search and listen , users who need the support of a massive music library

Xiami Music users who like to share and communicate

2. Mainstream users

Make a portrait of the user group and find the ones that match Portrait of people.

e.g

Mainstream user portraits

QQ Music is attracted from QQ users, users with low awareness of music products

Douban FM is similar to core users, lazy users who treat FM as background music

Kugou Music has low product function requirements, but needs the support of a massive music library

Xiami Music In addition to searching and playing, sharing users who also upload music

e.g

Proportion of users of competing products QQ Music

Core users pay < 10%

Most of the mainstream users are QQ users

Xiami Music

Pyramid type

Core users: sharing music and making friends

Mainstream Users: search for music, play music

Merchant: other links or APP users

Douban FM

Loyal fans: the proportion of personal FM channels is very small

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Mainstream users: A large proportion of lazy people play random games

Retail investors: A small proportion of occasional~~artistic ones

How to obtain user data of competing products?

1. User research method, identify several types of users, and make a portrait of each type of user

2. Data research

How to use competing product users data?

Find market entry points through competitive product user composition data

All competitive product data is to find the market entry point, or to verify whether your product’s idea can break through To prepare for this idea, when we get the user composition of competing products, including the characteristics of core users and mainstream users, we actually look at a competing product with a magnifying glass, analyze it, and see if there are any features in these competing products. Flaws and weaknesses, which user groups are easy to catch, and which user groups are more loyal and harder to catch.

The core competitiveness of competing products: the core function of the product. Without this function, the characteristics of the entire product will be gone, and there will be no way to compete in the market.

e.g

qq music

on the channel

Douban FM

Random algorithm

Music library

Core functions of competing products

Analysis method -> Think about the problem from the perspective of competing product PM (*use mind map Exhausting functions* Prioritizing functions* Determining the most core functions) -> Recognizing competing products, understanding users -> Finally finding out the core competitiveness of competing products

Meaning:

Seize the opponent's core competitiveness and surpass it in the same function.

Avoid the core competitiveness of opponents and find competitive breakthroughs.

A good helper for getting started——>Zhihu

1. Overall data

2. Changing trends

3. Specific function data< /p>

How to obtain the overall data of competing products?

1. Search industry reports

2. Use tools to view data Alexa, app Annie

3. Third-party application data app store

Acquisition and analysis of functional data

How to obtain opponent data?

Human flesh removal

How to effectively use competitor data for analysis?

1. Make assumptions first, and then collect data for verification

2. Carry out data collection, and gradually understand the functions of competing products in the process

Long Tail

The long tail theory is a subversion of the 80-20 rule. Under the new business model, the company's profits no longer rely on the traditional 20% of "high-quality customers", but on many customers who were previously ignored.

Market Analysis Method: SWTO Analysis

S: Internal Strengths

W: Internal Weaknesses

O: External Opportunities

T: External Threats

Value Curve Analysis

List each function point, and then mark it with a score, then score each product and each function, and finally Connect the function points of each product into a line, and then look at the fluctuations of this line, and then the best and worst function points of each product. This way you can understand how this product performs. In this way, by looking at all products together, we can also see which links in the entire market are relatively weak, thus creating opportunities.

Upstream, downstream and related markets

e.g

Gains and losses of Douban Movies

Platform-level applications

Experience closed loop

How to grasp product positioning?

User experience is not the key factor that determines whether a product can survive. Product positioning determines whether it can survive and how far it can go. Product positioning will be adjusted as the product develops.

e.g

NetEase Cloud Music

Key factors:

1. The entry point of the product——>Segmentation: sharp enough, Make a hole

Use the coordinate system: x age, y preference

2. Emerging: forward-looking enough, the future will change the present

Pyramid type:

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Interactive social networking: using music as a connection medium

Personalized recommendations

In the age of lazy people, you can listen to good music just by opening the app

Also There is a chance!

Create core functions that meet the positioning

To organize music content, you can use tags or playlists. Which one will you choose?

Playlist: UGC, a playlist format acceptable to ordinary people

UGC playlist: core, simplicity, connection, temperament

Summary

Know yourself and the enemy

Position yourself well

Understand needs

Create a reputation