Through competitive product analysis, you can quickly understand the advantages and disadvantages of similar products, paving the way for future development of your own products.
Why create tool competition analysis?
The analysis results of creation tool products can be applied to products such as social networking, online video, content information, tools, etc., to lay the foundation for future product selection.
I am a two-dimensional girl, so after I saw the bilibili creative tool project manager position on BOSS Direct Employment, I had a strong interest and willingness. When I saw this post, I probably already knew that what I wanted to do was video editing tools. Because I have also learned editing in my spare country email list time and have an understanding of editing tools, I must do a competitive analysis of this kind.
Whether it’s a product novice or a career-changing product, it’s best to have one’s own work before interviewing for a product. Whether it’s a competitive product analysis report, a product analysis report, or a PRD document, it’s all part of showing your ability:
Learning Approach: Everyone is a product manager, Zhihu and other content information products.
Objects: Products and feature points.
Analysis angle: market, user, scenario, etc.
The ultimate goal: to be familiar with the same functions of similar products for reference and learning, to analyze different functions to find the main highlights of different products, and to draw inspiration for my products based on my own experience.
Contents of this competitive analysis:
Basic information of competing products
Market and user analysis
Product Structure Analysis
Monetization strategy analysis
01 Analysis Purpose
The role of tool products is to bring convenience and help to users, so as to achieve the purpose of user use. For example, a dictionary can help users search for words, and clipping can help users create works and improve the efficiency of self-media people. Tool products pay more attention to indicators such as user experience, efficiency, and coverage.
The purpose of this analysis:
Understand the development history, current situation and future trends of the creation tool industry;
Learn about the editing tools corresponding to the top-ranked products in the short video industry;
Analyze the market prospects, functional advantages, product inspiration, etc. of authoring tools.
02 Competitive product selection
Mobile creation tool products are mainly divided into the following three categories:
Video production categories, such as clipping, quick shadow, must-cut and no-goo, Mianjian of video account, videoleap, etc.;
Embedded tools for social networking, content and other products, such as Douyin, Kuaishou, Video Account, Xiaohongshu, Weibo, Zhihu, etc.;
Graphic editing, such as Tencent documents, graphite documents, etc.
This time, the editing apps in the first category are selected as direct competitors for analysis. The second category is its indirect competitors. The third category is its reference competitors.
03 Basic information of competing products
3.1 Product positioning
The product positioning of Cut Ying is a versatile and easy-to-use video editing tool that helps you cut out a better life easily.
The product positioning of Kuaiying is a free ad-free, professional video shooting, video editing and video production tool.