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1、petitive Analysis and Product Positioning竞争分析和市场定位竞争分析和市场定位竞争对手竞争对手 petitorsuupetitorspetitorsuu美国竞争美国竞争 CrossCross-over petitors-over petitorsIdentifying the petitors-1ProductDirectIndirectIndustryCross-OverLocalHointerShop with me、各类比价软件Amazon、Shopkick、Poshmark、PayPal Wallet直接间接中国美国Identifying the
2、 petitors-2Hointer1 1、目标用户：、目标用户：在线下实体店购买时尚类服装的用户在线下实体店购买时尚类服装的用户2 2、市场数据：、市场数据：在美国拥有在美国拥有5 5家实体店，新加坡一家家实体店，新加坡一家3 3、核心功能：、核心功能：试衣间改造、扫描购买、电子支付和送货上门的全面购试衣间改造、扫描购买、电子支付和送货上门的全面购物服务。物服务。4 4、交互设计：、交互设计：通过手机通过手机APPAPP实现在实体店购买的全过程实现在实体店购买的全过程5 5、产品优缺点：、产品优缺点：试衣间的改造尤其令购物过程十分方便，但是同时也受试衣间的改造尤其令购物过程十分方便，但是同时
3、也受到了用户数量，店内条件的限制到了用户数量，店内条件的限制6 6、运营及推广：、运营及推广：同品牌服装合作，开设自己的体验门店。同品牌服装合作，开设自己的体验门店。Identifying the petitors-3Shop with me1 1、目标用户：、目标用户：高级时装连锁店高级时装连锁店2 2、市场数据：、市场数据：在美国进驻在美国进驻10001000家实体店家实体店3 3、核心功能：、核心功能：店内设置硬件终端，顾客可以终端上进行购买、付款的店内设置硬件终端，顾客可以终端上进行购买、付款的活动，店员配有小型移动终端，可以查询货品情况。活动，店员配有小型移动终端，可以查询货品情况。
4、4 4、交互设计：、交互设计：通过手机与店内终端的结合实现在实体店购买和付款。通过手机与店内终端的结合实现在实体店购买和付款。5 5、产品优缺点：、产品优缺点：购买过程完全依赖店内终端，无法满足顾客数量大的商购买过程完全依赖店内终端，无法满足顾客数量大的商户。户。6 6、运营及推广：、运营及推广：同品牌连锁店合作，销售硬件产品。同品牌连锁店合作，销售硬件产品。petitor Profiling空手到空手到空手到空手到扫描购物电子支付实体商家社交分享lPolyvorelShopkickl京东lPoshmarklPaypallHointerl嘿送货上门消费金融l支付宝l比价软件l天猫lAmazon
5、lShopifyl百胜PETITIVE ANALYSIS FLOWS OUT OF CUSTOMER ANALYSISuumpetitor strategies(present and future)mpetitor strategies(present and future)PETITORS TO CONSIDERuu当前当前当前当前CURRENTCURRENT market structure analysismarket structure analysis perceptual analysisperceptual analysisuu潜在潜在潜在潜在POTENTIALPOTENTIA
6、L (potential entry of newtitors)(potential entry of newtitors)remain alert to their possibilityremain alert to their possibility depends ondepends on barriers to entrybarriers to entry expectations about competitive reactionsexpectations about competitive reactionsBARRIERS TO ENTRY OF NEW PETITORSuu
7、销售渠道 Access to Distribution ChannelsAccess to Distribution Channelsuu顾客转换成本 Buyer Switching CostsBuyer Switching Costsuu技术优势 Technical AdvantageTechnical AdvantagePETITIVE RELATIONSuu冲突 CONFLICTuu竞争 PETITIONuu共存 COEXISTENCEuu合作 COOPERATIONuu共谋 COLLUSION CONFLICT WITH PETITORSuuFocus on opponentuuMar
8、ket is viewed as a zero-sum game(one gains only by taking from another)uupetitors objectives are mutually inconsistentPETITION petitorspetitors technology requiredtechnology required product differentiationproduct differentiationPETITOR COEXISTENCEuuWorking Toward a Goal Independent of OthersuuDiffe
9、rent Niches of Market AvailableCOOPERATIONuuInvolves working together toward a mon goaluuThree main types DyadicDyadic Joint ActivityJoint Activity Investment in a Investment in a Third PartyThird PartyTHREE TYPES OF PETITOR COOPERATIONFormal CooperationDyadicJoint activityInvestment in third partyO
10、wnershipInterlocking directorshipFormal exchangesSubcontractingReciprocityProductionSourcingR&DPromotionConsortiaJoint venturesTrade associationsCOLLUSIONuuCooperative Behavior Designed to Injure a Third Party customerscustomers supplierssuppliers non-colluding petitorsnon-colluding petitors general
11、 publicgeneral publicuuCan be Direct or IndirectuuOften IllegalGATHERING PETITIVE DATAuupetitive audituuEvaluate results of the audituuRegularly integrate into planning processHOW DO YOU PETE?uuOffensive StrategiesConcentrate on the petitors relative Concentrate on the petitors relative weaknesseswe
12、aknesses5 types5 typesuuDefense StrategiesGoal is to counter each offensive strategyGoal is to counter each offensive strategy6 types6 typesOFFENSIVE STRATEGIES1)Frontal attack direct confrontationdirect confrontation most difficult and most difficult and dangerousdangerous2)Flanking attack addresse
13、s gaps in addresses gaps in petitions market coveragepetitions market coverage Niche marketNiche market3)Encirclement forcing petitor to spread forcing petitor to spread resources thin by probing resources thin by probing on many fronts at onceon many fronts at once4)Bypass attack avoids confrontati
14、onavoids confrontation diversificationdiversification5)Guerrilla warfare small,intermittent attackssmall,intermittent attacksDEFENSE STRATEGIES1)Position Defense fortify firms existing positionfortify firms existing position2)Mobile Defense Market broadeningMarket broadening3)Preemptive Defense Atta
15、cking first(first strike)Attacking first(first strike)4)Flank-positioning extend firms offerings extend firms offerings into new segments to into new segments to protect existingprotect existing5)Counter-offensive Defense gathering resources and gathering resources and counter-attacking when counter-attacking when threatenedthreatened6)Strategic WithdrawalPartnersuuplementary partneruuCapability partner