Recognizing Competitive Analysis from 0
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1 What is Competitor Analysis
What is Competitive Analysis?
As the name suggests, it is the process of comparing and analyzing competitors' products, a kind of horizontal analysis process with subjectivity; through the multi-dimensional horizontal comparison and analysis of the overall architecture, functionality, business model, product strategy and other dimensions of multiple products, so as to obtain a purposeful conclusion. How to analyze? We are here in accordance with the following points to expand one by one:Define the purpose, industry analysis, identify competitors, identify dimensions, search for data, compare and analyze, and output conclusions.
2 Clarification of purpose
It's important to start by saying what the purpose of competitive analysis itself is:
The first and most important purpose is for comparison; I learn when the other side is better, and I avoid when the other side is not.
The second purpose is validation and testing. This purpose can also be logically classified into the first category, but it is taken out here to emphasize the importance of competitive analysis in the early stage of the project. It is necessary to identify the market opportunity points through the competitive products, to verify the previous direction, and to get the most out of the comparison test in the later stage of the usability test.
Then we'll talk about how to clarify our own purpose:
The first thing is to clarify which aspect of the thing you want to do, what problem this thing specifically solves, what is the core business probably, what problem do you want to solve and what type of user needs do you want to fulfill? Is your product to fill a gap in the market, or to provide a better solution in the existing market? Only after clarifying these issues, competitive analysis can provide you with an effective reference.
For example, if your core business is to improve user experience, then the focus should be on the competitor's user feedback, interface design, functional ease of use and so on. And if your purpose is to increase market share, then the price strategy, sales channels, brand marketing, etc. will be the core of the analysis. Otherwise, even want to what do not know that also analyze what!
This also requires us to go next to further research on the industry to understand the front line.
3 Industry Analysis
Analysis of data is in fact essential to understand the industry overview, familiar with the industry development stage, understand the basic situation of competition within the industry, according to the principles of economics, the comprehensive application of statistics, econometrics and other analytical tools on the industry's economy on the operation of the situation, product production, sales, consumption, technology, industry competitiveness, the competitive landscape of the market, industry policy and other industry elements for an in-depth analysis, so as to discover the Industry operation and other internal economic laws, to further predict the future development trend of the industry.
The objective of this phase is to summarize the basic characteristics of the development of the industry in which it operates, in order to facilitate the subsequent refinement of the directional conclusions
3.1 The Four Elements
- objectiveness
The information gathered is objective and can be found to support the - decision-oriented
To gather information and analyze it in order to reach a conclusion. - information processing
Utilizing tools to process collected information - systemic issue
Processing and analyzing information in a global and structured way
3.2 Specific steps
3.2.1 Collecting and analyzing information
1) Information on industry background
Policies, the state of the economy, how the industry came about, what problems it solved, what is the history of the industry
Methods:
PEST (macro-environmental etc. analysis)
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Politics:
National policies: Government laws, regulations and policy support (e.g., tax incentives, environmental policies, subsidies, etc.) are critical to the development of the industry. Find out if the government is providing policy support to the industry and if there are any new regulatory requirements or restrictions.
Trade policy: Changes in domestic and foreign trade policy, especially tariffs, import and export regulations, and policies related to cross-border investment.
Stability: The degree of stability in the political environment, with changes of government, social unrest, and foreign relations all having a significant impact on the industry.
Industry regulation: Different countries or regions have different regulatory systems. Understand the development and implementation of regulations and standards (e.g., health, safety, environmental protection, etc.) in the industry to avoid risks caused by compliance issues. -
Economy:
Current economic conditions: Overall macroeconomic performance, such as gross domestic product (GDP), inflation, unemployment, interest rates, exchange rates, and other indicators, can influence an industry's cost structure, product prices, and consumer purchasing power.
Market demand: Consumers' income levels and spending habits, as well as the state of balance between supply and demand in the market. Understand the consumers' ability to pay and the trend of changes in demand for products or services.
Financing environment: Interest rates and the health of financial markets have a direct impact on the ability and cost of financing for enterprises. The ability of an enterprise to obtain funds through sources such as loans or equity financing is relevant to its likelihood of expansion or innovation.
Raw material and resource prices: Economic conditions have a significant impact on the supply chain, and fluctuations in the prices of raw materials and energy in particular may have a direct impact on the industry's production costs. -
Society:
State of relevance to people's lives: Changes in consumers' lifestyles, values and preferences have a strong impact on the demand for products and services. For example, increased health and environmental awareness may drive demand for green products.
Demographics: Analyzing the age, gender, education level, and income distribution of the population helps to understand the needs and behavioral characteristics of potential consumer groups. Factors such as an aging society and population growth rates can have a huge impact on certain industries.
Socio-cultural and customary: different cultural backgrounds and social customs can affect the acceptance of products or services, local culture, group culture, etc.
Consumer trends: popular trends in society (e.g. health, environmental protection, digitalization) directly affect the development of certain industries, such as the development of social media affecting changes in the advertising and sales industry (Jitterbug live banding). -
Technology:
Technological development: Analyze the current level of technology, technological innovation capacity and future development direction in the industry. For example, new technologies such as automation, artificial intelligence, and the Internet of Things have brought disruptive changes to certain industries.
R&D investment: The degree of importance that firms and industries place on R&D has a direct impact on their ability to innovate. High-tech industries are particularly dependent on R&D investment, and innovation can give firms a competitive advantage.
Technological infrastructure: The availability of infrastructure in the industry to support technological innovation and application, such as Internet penetration, telecommunication network coverage, and degree of production automation.
Alternative technologies: In addition to the upgrading of already existing technologies, attention needs to be paid to alternative technologies that may replace existing products or services. For example, the threat of substitution of electric vehicles for traditional fuel vehicles.
Competitive Landscape - Porter's Five Forces Model Analysis
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Existing competitors in the industry
Market saturation: If the market is close to saturation, competition between firms will be more intense.
Degree of differentiation: when the degree of differentiation of products and services is low, intense competitive behaviors such as price wars may increase.
Industry concentration: whether there are some large, dominant companies in the industry and how these companies control market resources.
Exit barriers: the difficulty for firms in the industry to exit (e.g. high fixed costs, contractual restrictions, etc.) When exit barriers are high, competitors are more inclined to stay within the market, leading to increased competition. -
Bargaining power of suppliers
Supplier concentration: The bargaining power of suppliers is enhanced if they are fewer in number and control key resources.
Product differentiation: whether the product or service offered by the supplier is differentiated, scarce, or has limited substitutes.
Switching Costs: How expensive it is for a company to change suppliers. The higher the switching costs, the greater the bargaining power of the supplier.
Forward integration threats: the ability of suppliers to enter the industry directly by expanding downstream to compete with incumbents. -
Bargaining power of buyers
Purchaser concentration: If the industry has a relatively concentrated customer base or a high proportion of large customers, the purchaser has more bargaining power.
Product differentiation: the degree of differentiation of a product or service. If the industry has a high degree of product homogenization, buyers can easily switch between competitors, thus increasing their bargaining power.
Purchaser information symmetry: the more market information customers have, the more sensitive they are to price and product quality, and the more bargaining power they have.
Backward Integration Threats: the ability of the buyer to produce the desired product themselves or the availability of a choice of substitutes. -
Threat of potential entrants
Barriers to entry: These include capital investment, technical requirements, branding, policies and regulations. For example, entry requires large initial investments or strict regulatory approvals will raise barriers to entry and diminish the threat of new entrants.
Economies of scale: Existing firms that already have large-scale production capacity will be difficult for new entrants to match in the early stages.
Brand Loyalty: the more loyal consumers are to existing brands, the more difficult it is for new entrants to attract customers.
Channel control: Whether existing players in the industry already have a firm grip on sales channels, which may make it difficult for new entrants to find distribution routes.
Legal barriers: government policies, regulations, and licensing restrictions on the industry. -
Threat of substitute products
Availability of alternatives: whether there are lower-priced, better performing or easier-to-use alternatives on the market.
Performance/price ratio of alternatives: consumers are likely to choose alternatives when they offer better performance or better value for money.
Switching Costs: How expensive it is for consumers to switch to an alternative product; when switching costs are low, the threat of an alternative product is greater.
Innovativeness of substitutes: technological advances may lead to more efficient substitutes (e.g., e-books for traditional books).
Industry Map
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A structured overview of the industry landscape
The core of the industry map is to present the operation framework of the whole industry in a structured way, helping users understand the overall pattern of the industry by clarifying the upstream and downstream relationships of the industry chain, the participants and their interactions.
Upstream: including resource providers, raw material suppliers, infrastructure builders, etc.
Midstream: Including processing and manufacturing, R&D, production, etc. This part is the core of the value chain and determines the quality of the final product or service.
Downstream: Includes distribution, retail, e-commerce, and end-user segments, which are responsible for bringing products to market and directly to consumers.
Example: In the automotive industry, upstream are suppliers of raw materials such as steel, electronic components, and plastics, midstream are automobile manufacturers, and downstream are dealers, automobile service providers, and so on. -
What information can be obtained from industry maps
Laws of operation of the industry (show the dependencies between the various parts of the industry and clarify the flow of raw materials from supply to production of the product and then to distribution).
Industry dismantling (dismantling the different stages of the whole industry (e.g. R&D, production, marketing, after-sales service, etc.) in detail and identifying the key nodes).
Competitive environment (By analyzing the distribution and competitive dynamics of firms in different segments of the industry, we understand the concentration of market share, the strengths and weaknesses of major competitors, and the barriers to entry in each segment.) -
How to Groom
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orthogonal
Horizontal analysis refers to the decomposition of the industry according to the different links in the industry chain and clarifying the roles and functions of each link.- Raw material supply: the upstream segment, involving resource suppliers, raw material processors, etc.
- Manufacturing: The midstream link, responsible for producing and processing products, is the core part of the industry chain.
- Distribution and sales: the downstream segment, which involves distribution, retailing, e-commerce, and logistics of the product to ensure that it reaches the consumer.
- After-sales service: In some industries, it also includes after-sales service, maintenance and technical support to increase customer satisfaction and brand loyalty.
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vertically
Vertical analysis refers to the detailed analysis and categorization of each industry stage to determine the current status and challenges of different segments and their development trends.- Market size and growth rate: analyze the market size and future growth potential of each segment and identify key stages of industry development.
- Level of technology and innovation: analyze the application of technology in various segments and its development trends, and determine the impact of technological innovation on the industry.
- Influence of policies and regulations: the influence of regulation and policy requirements in different segments, including environmental protection standards, industry standards, import and export tariffs, etc., on the operation of the industry.
- Competitive environment: Analyze the competitive situation within each stage, including major competitors, market concentration, barriers to entry, and so on.
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padding
After the horizontal and vertical analysis is complete, the next step is to populate each segment with industry players, showing the key players in each segment and their position in the industry.- Upstream players: mainly include raw material suppliers, energy suppliers, etc.
- Midstream players: core manufacturing companies that dominate the production, processing and R&D segments.
- Downstream players: distributors, retailers, e-commerce platforms, and end customers.
- Service support players: e.g. logistics companies, IT support, financial institutions, etc., providing supporting services for the industry chain.
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data sources
199IT(biased towards internationalization)
Bidanet(Low frequency of updates, not much data)
Discovery reports(Aggregated reports from many homes, miscellaneous but numerous)
Avery Dennison & Partners (China)(Domestic market reports, more complete and up-to-date)
(Analyzing app data)
Seven Wheat Data(more domestic apps)
Yiwang Chifan (Chinese company)(Mature, fee-based)
(app size analysis, user composition analysis, user stickiness analysis, app rating)
Avery Data - Mobile APP Index(overall app macro analysis)
Qingbo Index(WeChat, Weibo, Jitterbug, Shutterbug, etc.)
microindex(Branded Hot List, somewhat generalized)
2) Market-related information
Market size, user profile, etc.
Methods:
market phase
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introductory phase
The product or service has just entered the market and has low visibility. Companies usually need to invest heavily in marketing to educate consumers about the benefits and features of the product. -
developmental stage
Market demand begins to grow rapidly and the product or service gradually becomes more acceptable to more consumers. Competitors may gradually enter the market and competition in the industry increases. -
mature stage
The market is saturated and growth has slowed. The product is very mature and most potential customers in the market have already purchased or used the product. Competition has become more intense and price pressure has increased. -
exit phase
Market demand begins to decline and products are gradually replaced by new technologies or products. Consumers may have shifted to new alternatives, there are fewer competitors in the market, and profits fall.
market size
To study the overall scale of the target product or industry, including the production and output value of the target product or industry in a certain period of time, based on the population size, people's needs, age distribution, and the wealth of the region.
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Information and data from the supply side and from experts, from which market projections are made
Supply-side data sources: data such as production, shipments, inventory levels, etc. are obtained from raw material suppliers, manufacturers, distributors, and other participants in the industry chain. Industry reports. Government and public data. -
Stratified sampling from the consumer side before data aggregation
Stratification Criteria:
Demographic characteristics: e.g., age, gender, income level, cultural background, education level, etc.
Geographic factors: differences in consumer behavior in different regions, e.g., demand in developed versus less developed regions.
Consumer Behavior: Categorize consumers based on frequency of purchase, preference, amount spent, etc., to ensure that the sample is representative of the diversity of market demand. -
Simultaneous collection of supply-side and consumer-side data and cross validation of data
user profile
Target user models (specific representative people) built on a range of real data
How to do user profiling:
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The selection of target users can be analyzed with reference to the industry and competing products
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Refer to the usage habits and scenarios of people around the relevant products
Scenarios in which users use a product: analyze when, where, and why users use a particular product or service. For example, a user uses a certain music app while commuting or a fitness product while relaxing at home.
User's behavior: Observe and study the frequency, duration and preference of users when using the product. Understand whether users are accustomed to short-time high-frequency use, or low-frequency in-depth use, and so on.
Users' needs and pain points: to understand the difficulties encountered by users in the process and the parts of their needs that have not been met. -
Initial establishment of a user labeling system
Demographic labels: include basic characteristics of the user such as age, gender, occupation, income level, education level, and place of residence.
Behavioral labels: Labels are classified according to the user's behavioral habits, such as visit frequency, purchase behavior, duration of use, and interactive activity.
Hobbies and Interests Label: Understand users' interests, such as favorite product types and brands, through their browsing history, social media interactions, content preferences, and so on.
Psychographics Label: analyzes the user's personality, attitudes, values, motivations, etc. to help understand the user's emotional needs and behavioral drivers.
Example: In the user profile of a fitness app, the labeling system can include "office workers who work out regularly", "female users who need to lose weight", "people who prefer short-term efficient training "etc. -
Subsequent revision of user profiles through market feedback
3.2.2 Handling of processing information
Industry Analysis Conclusion
Analysis of market status, market landscape
user research
4 Identify competitors
Through the collection and analysis of competitors, to achieve the following preliminary stage objectives, select the appropriate competitor to enter the next stage of analysis
Find a Competitor
Enter the name of the product you are researching, enter the main characteristics of the product (keywords), and find an extension of the product based on the results of a keyword search
Competitor Rating
core competitor
The first tier (the most powerful with the largest market share, the largest user base, etc.) of competitors in the market segment directly related to the product
key competitor
No. 1 competitor in the relevant market segment for the product
competitor's product
products directly and the rest of the relevant market segments
More than 2/8 principle, pay close attention to 20% of the more prominent competitors can be, at a time to choose 1-2 high-quality competitors can be, such as
1. Do a comprehensive and thorough analysis and choose the competitor with the strongest overall strength
2. If only for a certain function point, or the UI level and other local analysis, you can introduce a local optimal product in the specific analysis dimensions
5. Define the dimensions
Collect basic information according to the corresponding dimensions.
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Operational level
Market Background
Company Background
prescription
target group
product positioning
market strategy -
Product level
Usage Scenarios
core process
Scope of Functions
functional architecture
Product Iteration
product operation -
functional level
function point
interactive layout
Visual Experience
6 Search data
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the product itself
sales volume
downloads
estimation
skim over
kudos
Everything is visible on the user side of the data -
application marketplace
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Index platforms
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Professional third-party data platform
7 Comparative analysis
8 Output conclusions
Real-world analysis of Shakeology
- clear-cut purpose
The main objectives of this competitive analysis of Jitterbug include:
Comparative learning: analyze the core competitiveness of Jieyin in the short video and e-commerce field, and learn its innovation points and success experience.
Validation test: through the analysis of competitors, verify the advantages of Jitterbug in e-commerce model and content community operation and its room for improvement.
- Industry Analysis
The short video and content e-commerce industry, in which Jitterbit is located, has been growing rapidly in recent years, mainly benefiting from the popularization of the mobile Internet and the growth of user demand for content consumption. The following is an analysis of the industry in which Jitterbit is located:
PEST analysis
Politics (P):
/2023/12/31/
The government's regulation of the short video industry has become increasingly strict, requiring platforms to strengthen content auditing to prevent the spread of undesirable information. The e-commerce business also needs to comply with corresponding laws and regulations, such as advertising compliance and e-commerce taxation.
The short video industry and e-commerce platforms also face legal constraints related to data privacy and content review.
Economy (E):
/Content/2024/03-29/
Economic growth slowed, but online entertainment and e-commerce continued to grow strongly. Consumers are more inclined to shop and entertain online, especially in the post-pandemic era, and demand for content e-commerce is growing rapidly.
Advertising revenue and e-commerce transaction commissions have become the main source of income for Jitterbug. The consumption ability and income level of users directly affect the platform's cash flow ability.
Social(s):
The young group (18-35 years old) is the main user group of Jieyin, and the users' demand for entertainment and interaction is very high. Through short videos and live broadcasts and other interactive methods, the platform has attracted a large number of users.
Social e-commerce, live streaming with goods and other new modes fit the user's consumption behavior, and short videos are more closely combined with shopping needs.
Technology (T):
Artificial intelligence, big data, video processing and other technologies are the core forces driving the rapid development of the short video industry. Through personalized recommendation algorithms, Jitterbug recommends content to users that matches their interests, which greatly improves user stickiness.
The introduction of technologies such as e-commerce payment, logistics tracking, and AR/VR also enhances the immersive experience of shopping for users.
Porter's Five Forces model analysis
Competitive intensity of existing competitors:
Jittery's main competitors in the short video field include Shutter, B Station and WeChat Video. The competitors each have different market positioning, with Snapdragon focusing on socialization and community, Station B having a strong background in secondary culture, and WeChat Video backed by WeChat's social ecosystem.
In the field of e-commerce, Jitterbug faces competition from mature e-commerce platforms such as Taobao, Pinduoduo and Jingdong, especially the social e-commerce platform Pinduoduo, which has seized a large amount of the market through the model of grouping and low price.
Bargaining power of suppliers:
Most of Jitterbug's content consists of UGC (user-generated content), and suppliers have weak bargaining power.
At the level of e-commerce suppliers, Jitterbug has attracted many merchants and brands through live streaming of goods by celebrities, and the partnership between merchants and the platform has become increasingly close.
The bargaining power of the buyer:
Users have stronger bargaining power. Consumers can compare prices on multiple platforms, such as Taobao and Jingdong. In addition, users of live banding are highly sensitive to price, and platforms need to attract users through coupons and limited-time discounts.
The threat of potential entrants:
New entrants face high barriers, and Jitterbit has strong technology, user base and content ecology. Short video platforms need a huge user base and strong content production capacity, and it is difficult for new entrants to shake Jitterbit's position in the short term.
The threat of alternatives:
Other entertainment and e-commerce platforms, such as Shutter, B Station, and WeChat Video Number, allow users to watch and interact with short videos. In particular, WeChat Video No. has risen rapidly by virtue of WeChat's powerful social relationship chain.
Traditional graphic content platforms and TV media can also be alternatives, but have limited appeal to younger users.
- Identify competitors
core competitor
Shutterbug: Shutterbug is the biggest competitor of Jitterbug, with strong influence in the field of short video and live broadcasting, focusing on social interaction and community culture, with strong user stickiness.
Station B (Beili Beili): Station B is a popular platform among young people, with a youthful user group, emphasis on community atmosphere and original content, and great influence especially in the field of secondary yuan and ACG culture.
WeChat Video No.: WeChat Video No. has rapidly gained a large number of users by relying on WeChat's social ecosystem, with a strong social relationship chain and sharing function.
key competitor
Taobao Live: Taobao combines e-commerce and content through the live streaming with goods model, focusing on e-commerce traffic conversion, and competing with Jitterbug's live streaming e-commerce model.
Pinduoduo: Pinduoduo has risen rapidly in the e-commerce market with its low price and social group model, becoming one of the mainstream e-commerce platforms and attracting a large number of users in the sinking market.
competitor's product
Xiaohongshu: As a community content platform, Xiaohongshu focuses on users' life sharing and grass-raising content, gradually transforming to e-commerce and becoming a potential competitor of Jittery.
Shutterstock e-commerce: bring goods through short videos and live broadcasts, mainly serving the sinking market, with a strong user base and community atmosphere. - Determine the dimensions of the analysis
- Operational level
MARKET BACKGROUND: Founded in 2016, Jitterbit has become one of the most popular short video platforms in the world. Its parent company, ByteDance, has rapidly captured the global market on the back of its powerful technology and data processing capabilities.
Company Background: ByteDance has a number of star products under its banner, including Today's Headlines and TikTok, the international version of Jitterbug, with experience in globalized operations.
Solution: Jitterbug provides a full range of solutions from entertainment, socialization, content to e-commerce, closely combining content and commercial realization through short videos and live streaming.
Target demographics: Jitterbug's core user group is young people aged 18-35, who prefer short and fast entertainment content and are willing to consume through live shopping and short-video advertisements.
Market strategy: Jitterbug attracts a large number of users through algorithmic recommendation, celebrity and celebrity effect, and rich content ecology. The e-commerce business, on the other hand, improves the user conversion rate through live streaming with goods and content seeding. - Product level
Usage Scenario: Users watch short videos, participate in interactions, publish content through Jitterbug, and make purchases through live streaming, forming a closed loop combining entertainment and consumption.
Core process: users open the APP, browse short videos through the recommendation page, watch the content of interest, and can enter the live room for interaction and purchase.
Functional architecture: The main functions include short video recommendation, live broadcasting, interactive comments, content publishing, shopping cart and so on. The e-commerce business completes transactions through the live broadcast, product links and store pages.
Product iteration: Jitterbug continuously optimizes the recommendation algorithm to enhance the user's personalized experience, while launching features such as live streaming with goods, shopping carts, and Darren's planting of grass to enhance e-commerce conversion.
Product operation: Jitterbug maintains user activity through short video challenges, topic interactions, and the Darren effect, while the e-commerce business boosts user conversion rates through live streaming of goods, limited-time discounts, group tours, and other activities. - functional level
Function point: the core function of Jitterbug is short video recommendation and live shopping, the recommendation algorithm is very accurate, the user experience is smooth and rich in content.
Interaction Layout: The homepage of Jitterbug APP adopts the recommended flow design, which allows users to constantly scroll down to refresh the content, which is easy to operate and convenient for users to browse.
Visual experience: Jitterbug's interface design is simple and intuitive, highlighting video content and interactive features, so users can easily find content of interest.
- Search data
Data on the product itself
Download volume: Shake App is ranked at the top of several global app markets, showing extremely high market penetration.
User evaluation: users generally rate Joyo's short video recommendation algorithm and content richness highly, but some users have questions about ads and bandwagon content.
User Growth: With over 800 million active users in China and TikTok surpassing 1 billion users globally, ShakeTok is showing strong growth.
Application Market Data
App Store/Google Play: Both Jitterbug and TikTok are outstanding performers in the global app market, and are especially popular among the younger demographic.
Third-party platform data
Avery: Jitterbug's share of the short video market continues to increase, and the growth rate of live streaming bandwagons has also increased significantly. (/report_pdf.aspx?id=4373）
Seven Wheat Data: analyze the user duration, retention rate, payment rate and other indicators of Jitterbug App.
（/compare_app/common/country/cn/platform_id/1/market/ios/appid/1142110895_440948110/type/rank）
...
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comparative analysis
Function Comparison
Shutterbug: Shutterbug focuses on social interaction, strong user stickiness and a strong community atmosphere; Shake is known for its recommendation algorithm and content richness, and is more entertaining.
Station B: Station B's content is more vertical, with younger users and a stronger sense of community belonging, while Jittery has the advantage in terms of user breadth and content diversity.
WeChat video number: WeChat video number relies on the WeChat ecosystem to rise, although the start is late, but its social chain is strong, a potential threat to Joyeong's short video field.
user experience
Jitterbug's recommendation algorithm is accurate and varied, and the user experience is smooth. However, with the increase of advertisements and bandwagon content, some users are dissatisfied with the platform's commercialization tendency.
market performance
Jitterbug is still the market leader in the short video field, but in the field of e-commerce compared with mature platforms such as Taobao and Jinduoduo, Jitterbug still has room for improvement in its user conversion and retention rates. -
Output conclusions
The following conclusions can be drawn from the competitive analysis of Jitterbug:
Strengths: Jitterbug has significant advantages in content ecology and recommendation algorithms, and maintains a leading position in the short video market with its strong user base and content production capacity.
Weaknesses: in terms of e-commerce conversion and user experience, Jitterbug faces problems such as live bandwagon content being too commercialized and too much advertising, and some users are at risk of losing.
Opportunity point: Jitterbug can further optimize the user experience, improve the diversity and interactivity of the content, enhance the innovation of the e-commerce model, and attract more users with high spending power.
Optimization direction: Jitterbug can attract more high-quality merchants by strengthening the user experience of the e-commerce function and improving the interactivity with live e-commerce, as well as expanding the e-commerce business in the sinking markets and overseas markets.