品牌医生·品牌营销数据分析，行业洞察-竞品分析-产品开发-爆品打造

Brand Doctor · Brand marketing data analysis, industry insight - competitive product analysis - product development - explosive product creation
品牌医生·品牌营销数据分析，行业洞察-竞品分析-产品开发-爆品打造

Industry insight competitive product analysis product development explosive product building
行业洞察竞品分析产品开发爆品打造

First, industrial big data analysis
一，行业大数据分析查看

1. Understand changes in market size and growth rate: find potential track (large category
1，了解市场规模和增速变化情况:找到潜力赛道(大品类

+ sub-category)
+子品类）

2. Understand the leading brand: the degree of market competition & consumer attention
2，了解头部品牌情况：市场的竞争程度&消费者关注度

3. Insight into the mainstream consumer groups of the market & monthly trends of the categories
3，洞察市场的主流消费人群&品类的月度趋势

4. Make clear the unit price and sales distribution of brands/categories/products/products
4，明确品牌/品类/产品/的客单价和销售的分布情况

Second, segmentation industry data to understand the consumer market is the Red Sea/blue sea
二，细分行业数据了解消费市场是红海/蓝海

1. Which subcategories are growing and the consumer insights behind them;
1，哪些子类目在增长，背后的消费者洞察；

2. Corresponding trend analysis of sub-categories and time development rhythm;
2，子品类的对应趋势分析，时间发展节奏；

3, the head brand corresponding to the big explosive product stepped in what points
3，头部品牌对应的大爆品踩中了哪些点

3. Operation data and development status of typical brands
三，典型性品牌的运营数据，发展现状

1. Sales situation, sales channels, Dajihe daily
1，销售情况，销售渠道，大促和日常

2. Content in different channels and corresponding groups of products
2，在不同渠道的内容情况，产品对应的人群

Fourthly, analyze and view the data of competitive products
四，竞品数据的分析与查看

1. Look for competitive products suitable for the current brand labeling method (different stages)
1，寻找适合当下品牌对标打法的竞品(不同阶段）

2. Clearly refer to the logic of competing products (sales volume or content)
2，明确参考的竞品逻辑（销量还是内容）

3. Compare and look for brands/products that reference competing products
3，对照寻找参考竞品的品牌/产品

Fifth, check the data dimension of competing products
五，查看竞品的数据维度

1. Products, customer orders, attributes and sales of competitive products (monthly dimension, total)
1，竞品的产品，客单，属性，销售情况(月维度，总的）

Category composition
品类构成

2. Explosive product analysis: traffic structure of Tmall, sales SKUs composition of explosive products, production
2，爆品分析：天猫的流量结构，爆品的销售sku组成，产

Product characteristics and advantages, crowd portrait;
品特征及优势，人群画像；

3, the proportion of search keywords;
3，搜索关键词占比；

Meaning of different traffic (old users, search traffic,
不同流量的意义(老客，搜索流量，

Direct purchase flow)
直接采买流量）

4. Composition of Douyin channels, crowd portraits, sales composition, public opinion and activities
4，抖音渠道的构成，人群画像，销售构成，舆情，活动

5. Xiaohongshu & other social media sales, traffic, activities, public opinion, etc
5，小红书&其他社媒的销售，流量，活动，舆情等情况

6. Content logic of explosive products in different channels and consumer demand
6，爆品在不同渠道上的内容逻辑，消费者需求

Six, combined with data insight to do explosive landing program
六，结合数据洞察做爆品落地方案

1. How to summarize reusable logic;
1，如何归纳总结可复用的逻辑；

2. How to calculate the average competitive cost of the market;
2，怎么核算市场的平均竞争成本；

3. Clear the budget and rhythm of new product promotion
3，明确新品推广预算与节奏