When I was studying competitive product analysis, I found that most of the existing competitive product analysis reports rarely mentioned how to choose a competing product. This article takes getting an app as an example. From the perspectives of income, user groups and product tonality, and product dimension dismantling, choose direct competing products, indirect competing products and reference products. The data charts in this article are made by me.
Investigate the core functions and status quo of related products, analyze the highlights and deficiencies of the products in terms of content, interaction, and functions, and put forward competitive strategies and plans accordingly, which can serve as a reference for product iterations and increase product market share.
1. Overview of Content Payment Platforms
After the early stage of explosive growth, China's country email list content payment industry has gradually shifted to a stage of stable development, and the industry competition pattern has become clear, which can be divided into two general trends:
The formation of a comprehensive content platform requires a certain number of users. Its characteristics are product-centric, and its advantages lie in a wide range of products and high operating efficiency. For users, due to the diversified content, it is easier to obtain target content; for content producers In other words, the platform traffic is inclined to the top creators, and the niche high-quality authors are easily ignored. Therefore, the comprehensive content platform is a user-friendly platform, and the platform pays more attention to the operation and management of creators .
Vertical platforms are based on a single user demand, and the content of the platform is determined and focused, making it easier to introduce excellent creators and produce more good content. Therefore , the vertical application platform is a creator-friendly platform. The platform pays more attention to improving the user experience, solves , and deeply binds users .
It can be seen that the characteristics and strengths of the comprehensive content platform and the vertical application platform are different, but these two platforms can still be compared and learned from each other, and may be indirect competitors or reference products.
Indirect competing products refer to competing products with different product forms and similar target user groups .
From the perspective of indirect competing products, a comprehensive platform may focus on a certain segment to seize the vertical segment market, and a vertical platform may also expand horizontally and develop into a comprehensive platform.