Definition and significance of 1. competitor analysis

Competitor analysis refers to the process of systematically collecting, sorting, analyzing and evaluating competitors to understand the current situation and future development trends of competitors, so as to formulate a reasonable market strategy for their products or services. Competitor analysis is an important part of market research and the basis of corporate strategic planning. Through competitor analysis, companies can:

Understand the characteristics, advantages and disadvantages of competitors' products or services, as well as market needs and reactions;

Understand the strategy and tactics of competitors, as well as their impact and threats to the market;

Understand the core competitiveness and potential development space of competitors, as well as their possible changes and innovations;

Understand the target market and target customers of competitors, as well as their relationship with customers and satisfaction;

Knowledge of competitors' partners and supply chains, as well as their control and utilization of resources;

Understand the strengths and weaknesses of competitors, look for the possibility of differentiation, and find your own breakthrough point in the industry.

Objectives and scope of competitor analysis 2. Champ Consulting

Shangpu Consulting is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making. Shangpu Consulting has accumulated rich professional experience and customer resources in the fields of industry research, market research, investment and financing consulting, and IPO listing consulting. With strong consulting innovation capabilities, first-class service quality, and strong market competitiveness, it has been well received by the society. Highly recognized by all walks of life, it has now become one of the most leading and authoritative independent third-party research and investment and financing consulting institutions in China.

In conducting competitor analysis, Champ Consulting has the following main objectives:

Identify and evaluate basic information such as the type, number, size, region, and characteristics of competitors;

Analyze and compare the differences and advantages of competitors' products or services in terms of function, quality, price, performance and innovation;

Analyze and compare the strategies and tactics of competitors, including the differences and advantages and disadvantages of market positioning, target customers, channel selection, promotion methods, brand image, partners, etc;

Analyze and compare the market performance of competitors, including differences and advantages in market share, sales, profit margin, growth rate, customer satisfaction, word-of-mouth evaluation, etc;

Analyze and predict the development trend and change trend of competitors, including the possibility and influence of the launch of new products or services, the development of new markets, the application of new technologies, the establishment of new cooperation, etc;

Look for the strengths and weaknesses of competitors, look for the possibility of differentiation, and find your own breakthrough point in the industry.

In conducting competitor analysis, Champ Consulting has the following main areas:

Industrial competitor: A company that provides the same or similar products or services in the same industry or market segment is a direct competitor. For example, Champ Consulting's industrial competitors include Analysys, Avery Consulting, and Sadie Consulting.

Buyer: A potential or existing customer in the market whose demand, preference, purchasing power, purchase frequency, purchase channel, etc. for a product or service will affect the company's marketing strategy. For example, Champ Consulting's buyers include businesses, government agencies, and social groups from all walks of life.

Supplier: refers to the suppliers who provide raw materials, equipment, manpower, capital, information and other resources for the enterprise in the market. The quality, price, quantity and stability of the resources will affect the cost and efficiency of the enterprise. For example, Champ Consulting's suppliers include various data providers, consulting talents, and cooperative agencies.

Potential rivals: refers to enterprises in the market that have the ability and willingness to enter the same industry or the same market segment. They may impact and threaten the existing competitive landscape.

Substitute: An enterprise in the market that offers products or services that are different from those of competitors, but can meet the same or similar needs of customers, and they may have an impact on customer choice and loyalty.

Competitor's background: refers to the competitor's history, organizational structure, management team, corporate culture, corporate vision and other aspects of information, they can reflect the competitor's development trajectory and values.

Competitor's products and services: refers to the type, function, quality, performance, innovation, differentiation and other aspects of the products or services provided by competitors, they can reflect the competitor's product and service capabilities.

Competitor positioning and objectives: refers to the competitor's position in the market, image, reputation, advantages, disadvantages and other aspects of information, as well as the competitor's target market, target customers, target revenue, target profit and other aspects of information, they can reflect the competitor's strategic direction and goal pursuit.

Competitor's channels and distribution: refers to the channels and methods through which competitors promote and sell their products or services, including online and offline channels, as well as information on channel coverage, channel efficiency, channel cost, etc., which can reflect competitors' market development capabilities and channel management capabilities.

Competitor's price and promotion: refers to the competitor's pricing strategy and promotion strategy for their own products or services, including the level of price, price elasticity, price changes, promotion methods, promotion frequency, promotion effect and other aspects of information, they can reflect the competitor's price strategy and promotion strategy.

Competitor's user evaluation: refers to the competitor's product or service in the market user feedback and word-of-mouth evaluation, including user satisfaction, loyalty, recommend, complaint rate, conversion rate and other aspects of information, they can reflect the competitor's user relationship and user value.

3. methods and tools for competitor analysis from Champ Consulting

In conducting its competitor analysis, Champ Consulting uses the following methods and tools:

Market information collection: refers to the collection of information about competitors in the market through various channels and methods, including competitors' official websites, social media, news reports, industry reports, market research, patent applications, recruitment information, etc., to obtain first-hand and second-hand information about competitors;

Competitive platform collection: refers to the collection of information about competitors' products or services through various platforms and tools, including the functions, performance, quality, innovation, and differentiation of competitors' products or services, as well as competitors' products or services. User evaluation, reputation, feedback, etc., to obtain the actual performance and user feelings of competitors' products or services;

Customer feedback collection: refers to collecting the information of competitors' customers through various methods and channels, including competitors' customers' needs, preferences, purchasing power, purchase frequency, purchase channels, etc., as well as competitors' customers' satisfaction, loyalty, recommend, complaint rate, conversion rate, etc. to obtain competitors' customers' characteristics and behaviors;

Personal channel collection: refers to the collection of competitors' internal information through personal relationships and networks, including competitors' background, organizational structure, management team, corporate culture, corporate vision, etc., as well as competitors' strategies and tactics, goals and plans, strengths and weaknesses, development trends and change trends, etc., to obtain competitors' internal conditions and dynamics;

4P analysis: refers to the competitor's product (Product), price (Price), channel (Place), promotion (Promotion) four aspects of analysis, in order to understand the competitor's market portfolio strategy and market performance;

SWOT analysis: refers to the competitor's strengths (Strengths), weaknesses (Weaknesses), opportunities (Opportunities), threats (Threats) four aspects of the analysis to understand the competitor's internal conditions and external environment;

Competitive strategy framework table: refers to the competitor's strategic objectives, strategic methods, strategic resources, strategic implementation, strategic evaluation and other five aspects, to sort out and compare the competitor's strategy, in order to understand the competitor's strategic thinking and strategic effect.

4. case of competitor analysis of Champ Consulting.

In order to better demonstrate the professional capabilities and service value of Shangpu Consulting's competitor analysis, this article provides a specific case of competitor analysis provided by Shangpu Consulting for an e-commerce platform. The e-commerce platform is China's leading cross-border e-commerce platform, mainly providing overseas consumers with online purchase and logistics services for Chinese goods. The platform hopes to understand its competitive advantages and disadvantages in the international market, as well as future development opportunities and challenges through competitor analysis.

Champ Consulting conducted a competitor analysis for the platform in the following steps:

Determine the scope of competitors: According to the business model and target market of the platform, Shangpu Consulting has determined that its main competitors are as follows:(1) domestic cross-border e-commerce platforms, such as Alibaba, Jingdong, Vipshop, etc.;(2) International cross-border e-commerce platforms, such as Amazon, eBay, Wish, etc.;(3) International local e-commerce platforms, such as Wal-Mart, Target, Tesco, etc;(4) International logistics service providers, such as FedEx, UPS, DHL, etc;

Collect competitors' information: Shangpu Consulting collects competitors' information in all aspects, including competitors' background, products and services, through market information collection, competition platform collection, customer feedback collection, personal channel collection and other methods. Partners, channels and terminals, technical strength, leading products, quality control, market share, customer evaluation and other dimensions. Through various channels and methods, Shangpu Consulting has collected all aspects of information about competitors, and compiled a detailed report for the platform's reference and reference.

Analyze the strengths and weaknesses of competitors: Shangpu Consulting uses core tools such as 4P analysis, SWOT analysis, and competitive strategy framework table to conduct in-depth analysis and comparison of competitors' products, prices, channels, promotions, strengths, weaknesses, opportunities, threats, strategic objectives, strategic methods, strategic resources, strategic implementation, strategic evaluation, etc, the core competitiveness and potential development space of competitors are identified, as well as possible changes and innovations.

Looking for differentiation possibilities: Based on the results of competitor analysis, Champ Consulting has put forward a series of suggestions and strategies for the platform, aiming to help the platform achieve differentiated competitive advantages in the international market. These suggestions and strategies include: strengthening the construction of brand image and reputation, highlighting the characteristics and advantages of Chinese products, and creating a leader image of China's cross-border e-commerce; optimizing the functions and quality of products and services, improving user experience and satisfaction, and increasing User loyalty and recommend; expand new target markets and target customers, and customize different products and services for different regions and cultures, meet different needs and preferences; use new technologies and innovations to improve the performance and innovation of products and services, and increase the differentiation and competitiveness of products and services; establish and maintain good partnerships and supply chain relationships to ensure the quality of resources, Quantity, stability and cost-effectiveness; select and develop appropriate channels and distribution methods, improve market coverage and channel efficiency, and reduce channel costs and risks; formulate and implement reasonable price and promotion strategies, flexibly adjust prices and promotion methods according to market demand and competitive conditions, and improve the effectiveness and benefits of prices and promotions.

5. Summary

This article introduces the objectives and scope of Champ Consulting in conducting competitor analysis, as well as the corresponding methods and tools. The goal of Shangpu Consulting is to find out the advantages and disadvantages of competitors through competitor analysis, look for the possibility of differentiation, and find their own breakthrough points in the industry. The scope of Shangpu Consulting includes five categories of industrial competitors, buyers, suppliers, potential competitors and substitutes, as well as the background of competitors, products and services, positioning and objectives, channels and distribution, price and promotion, user evaluation and other dimensions. Shangpu Consulting uses core tools such as 4P analysis, SWOT analysis, competitive strategy framework table, as well as market information collection, competitive platform collection, customer feedback collection, personal channel collection and other methods to comprehensively analyze the situation of competitors. This paper also provides a specific case of competitor analysis provided by Champ Consulting for an e-commerce platform, demonstrating the professional capabilities and service value of Champ Consulting.