After we have sorted out the competing projects that we want to investigate, the next step is to participate in the research of competing projects through various means.
1. The experience of the product itself
First of all, do competitive product research, and the most important thing is to experience the products around them, which are generally divided into two categories: online and offline, paid members and non-paid members.
1) Online
It generally refers to the display of virtual products, small programs, apps, etc. We can register to understand the functions and processes provided by him.
2) Offline
It mainly refers to the products presented in offline stores and offline self-service. For example, when we go to experience a convenience store of a certain brand, we will pay attention to its style, products, traffic flow, etc. Of course, it also includes products of a certain brand sold offline, such as houses, cars, educational products, and so on.
3) Paid membership products
Last year, major e-commerce platforms launched annual membership products, and some social e-commerce platforms still need to pay a per capita fee to use the app. Before the village chief, in order to study the system of each platform, he bought at least 30 members of the e-commerce platform. qualifications.
4) Non-paid membership products
Products without any use and registration thresholds, including offline. Because some offline business models, such as beauty salons, require relevant memberships.
If you just experience the functions of apps and small programs, you just need to sign up for a trial; if you want to know the quality of the product, such country email list as courses, clothes, and food, you can buy it directly and then make an evaluation.
2. WeChat group
As long as I want to know about a new product now, I will immediately search for it to see if it has a WeChat group. As a customer, join the other party's WeChat group. What you will get is official Q&A, first-time policy/event notifications, and some interpretations of individual policies.
Especially from the perspective of user operation and community operation, if you want to understand how they do in these two aspects and want to feel it. Then you can directly ask customers, directly follow the tweets related to the official account, and then enter the group to experience.
For example, Li Jiaqi, Perfect Diary, Meituan Select, Luckin Coffee, etc., they all have relevant fan groups.
3. Media coverage
Sometimes, the information reported by the media is more professional and timely than what we get ourselves. One of them is that some content is deliberately authorized by the platform, so the input information will be a little more, such as some business-related data. But it can't be completely believed, it's just a supplement.
4. Customers
If you want to know the experience of using competing products, it is best to ask his customers. Why he likes it, willing to pay or even share.
You can ask questions directly in the circle of friends, or you can add some competing fan groups, and then conduct paid interviews. When the village chief used to conduct offline research, he bought some small gifts and even conducted paid research according to the duration, chatting one-on-one with competing users.
5. Recruitment channels
In the end, depending on how to use this method, you need to grasp a degree. For example, when I used to work on a social e-commerce platform, I often interviewed various students related to community and platform operations.
Through some of the projects written on their resumes, I can deeply understand the structure of their entire team, the effect of project execution, some effective operating methods, and even some trends in their new projects. When you communicate with some product students, you can understand their thinking and data about certain functions.