國外競品分析報告

CompetitiveAnalysisandProductPositioning競爭分析和市場定位競爭對手

Competitors直接競爭Directcompetitors間接競爭Indirectcompetitors中國競爭Localcompetitors美國競爭Cross-overcompetitorsIdentifyingtheCompetitors-1ProductDirectIndirectIndustryCross-OverLocalHointerShopwithme天貓商城、微店、1號店、各類比價軟件Amazon、Shopkick、Poshmark、PayPalWallet直接間接中國美國IdentifyingtheCompetitors-2Hointer1、目標(biāo)用戶：在線下實(shí)體店購買時尚類服裝的用戶2、市場數(shù)據(jù)：在美國擁有5家實(shí)體店，新加坡一家3、核心功能：試衣間改造、掃描購買、電子支付和送貨上門的全面購物服務(wù)。4、交互設(shè)計：通過手機(jī)APP實(shí)現(xiàn)在實(shí)體店購買的全過程5、產(chǎn)品優(yōu)缺點(diǎn)：試衣間的改造尤其令購物過程十分方便，但是同時也受到了用戶數(shù)量，店內(nèi)條件的限制6、運(yùn)營及推廣：同品牌服裝合作，開設(shè)自己的體驗(yàn)門店。IdentifyingtheCompetitors-3Shopwithme1、目標(biāo)用戶：高級時裝連鎖店2、市場數(shù)據(jù)：在美國進(jìn)駐1000家實(shí)體店3、核心功能：店內(nèi)設(shè)置硬件終端，顧客可以終端上進(jìn)行購買、付款的活動，店員配有小型移動終端，可以查詢貨品情況。4、交互設(shè)計：通過手機(jī)與店內(nèi)終端的結(jié)合實(shí)現(xiàn)在實(shí)體店購買和付款。5、產(chǎn)品優(yōu)缺點(diǎn)：購買過程完全依賴店內(nèi)終端，無法滿足顧客數(shù)量大的商戶。6、運(yùn)營及推廣：同品牌連鎖店合作，銷售硬件產(chǎn)品。CompetitorProfiling空手到掃描購物電子支付實(shí)體商家社交分享PolyvoreShopkick京東PoshmarkPaypalHointer嘿店送貨上門消費(fèi)金融微信支付寶比價軟件天貓AmazonShopify百勝COMPETITIVEANALYSISFLOWSOUTOFCUSTOMERANALYSISUnderstandcustomersneedsandwantsIdentifycurrentandpotentialcompetitorsPerformindustryanalysis,identifysuppliersandcommonintermediariesUnderstandyourcompetitorsDeterminecompetitorstrategies(presentandfuture)COMPETITORSTOCONSIDER當(dāng)前CURRENTmarketstructureanalysisperceptualanalysis潛在POTENTIAL

(potentialentryofnewcompetitors)remainalerttotheirpossibilitydependsonbarrierstoentryexpectationsaboutcompetitivereactionsBARRIERSTOENTRYOFNEWCOMPETITORS銷售渠道

AccesstoDistributionChannels顧客轉(zhuǎn)換成本

BuyerSwitchingCosts技術(shù)優(yōu)勢

TechnicalAdvantageCOMPETITIVERELATIONS沖突CONFLICT競爭COMPETITION共存COEXISTENCE合作COOPERATION共謀COLLUSIONCONFLICTWITHCOMPETITORSFocusonopponentMarketisviewedasazero-sumgame(onegainsonlybytakingfromanother)Competitors’objectivesaremutuallyinconsistentCOMPETITIONFocusonwinningsomething(usuallycustomers)DependsonmarketattractivenessindustrystructurecommitmentofcompetitorstechnologyrequiredproductdifferentiationCOMPETITORCOEXISTENCEWorkingTowardaGoalIndependentofOthersDifferentNichesofMarketAvailableCOOPERATIONInvolvesworkingtogethertowardacommongoalThreemaintypesDyadicJointActivityInvestmentinaThirdPartyTHREETYPESOFCOMPETITORCOOPERATIONFormalCooperationDyadicJointactivityInvestmentinthirdpartyOwnershipInterlockingdirectorshipFormalexchangesSubcontractingReciprocityProductionSourcingR&DPromotionConsortiaJointventuresTradeassociationsCOLLUSIONCooperativeBehaviorDesignedtoInjureaThirdPartycustomerssuppliersnon-colludingcompetitorsgeneralpublicCanbeDirectorIndirectOftenIllegalGATHERINGCOMPETITIVEDATAEstablishinformation-gatheringsystemIdentifyyourcompetitorsPerformacompetitiveauditEvaluateresultsoftheauditRegularlyintegrateintoplanningprocessHOWDOYOUCOMPETE?OffensiveStrategiesConcentrateonthecompetitors’relativeweaknesses5typesDefenseStrategiesGoalistocountereachoffensivestrategy6typesOFFENSIVESTRATEGIES1)Frontalattackdirectconfrontationmostdifficultanddangerous2)Flankingattackaddressesgapsincompetition’smarketcoverageNichemarket3)Encirclement

forcingcompetitortospreadresourcesthinbyprobingonmanyfrontsatonce4)Bypassattackavoidsconfrontationdiversification5)Guerrillawarfaresmall,intermittentattacksDEFENSESTRATEGIES1)PositionDefensefortifyfirm’sexistingposition2)MobileDefenseMarketbroadening3)PreemptiveDefenseAttackingfirst(firststrike)4)Flank-positioningextendfirm’sofferingsintonewseg