[China Glass Net] The sound of the East hits the West, that is, it is suddenly east and west, that is, it is easy to break away, making illusions, tempting the enemy to make mistakes and decisiveness, and then taking the opportunity to defeat the enemy. Among the three countries, Zhuge Liang spent a lot of time and manpower, material resources, financial resources and Meng Lili, Zhizhan, only one purpose, to make him convinced. Because it is necessary to settle the southwest, you must first obtain the Meng, and you must first obtain the Meng, and only the first time, Meng Meng will be convinced. Here, for the sake of jealousy, it is for the sake of taking, this is dialectics. In the seventh time, Zhuge Liang defeated the fifteenth array in order to win him for a while. Losing fifteenth is not a real defeat, but winning him for a while is the key to deciding who wins and who loses. The military tactics are also called "the plan of the arrogant soldiers" and "the plan to lure the enemy." With the shackles as straight, retreating into the future, and following the hostility, there are many military warfare cases in ancient and modern China and abroad. Zhang Xuekui’s lecturer believes that this plan can be borrowed in the commercial war, and it can also win a full victory.
"Sound to the West, want to take the first" is a big strategy in business. It is tantamount to swindle and swindle in business. The ancient Chinese people have long said that "the loss is a blessing", or that "the loss is a cheaper" is rich in cultural connotations. Zhang Xuekui’s lecturer believes that sometimes the loss of eating is obvious and superficial, but the cheapness is intangible and long-term. Merchants eat losses before they can make more profits. The following cases are for your reference:
Give you a light, let you keep buying my oil, this is a kind of marketing plan.
When the well-known Mobil company started to sell in Shanghai, most Chinese people still have no habit of using kerosene lamps. Mobil has spent a long time in Shanghai, making all the stops, and still has little effect. Later, the company stipulated: Whoever buys two kilograms of kerosene will send a kerosene lamp engraved with the words "Please use Mobil Oil". This move really worked. Two pounds of oil was not expensive, and it was also possible to see the expensive oil lamps in vain, so people who bought kerosene were eagerly awaiting. In just one year, Mobil Company “compensated†more than 800,000 kerosene lamps. However, it is precisely these more than 800,000 kerosene lamps that have been sent out for advertising and demonstration purposes, which has become an inexhaustible source of money for Mobil. Mobil quickly occupied China's “foreign oil†market and sold it for decades.
Mobil Company used the banner of “loss of the money†to serve the consumers free of charge. On the surface, in the eyes of consumers, this is “a good thing that can't be found with lanternsâ€, not only can enjoy the cheap “yang oilâ€. It is also convenient to use, but also provides a free use platform for yourself. That is cost-effective and convenient, there is such a profit for yourself, why not? Mobil therefore “compensated†more than 800,000 oil lamps, but did Mobil’s business really lose? The result is what we all see, and that is not only without compensation but with profit. Mobil Company uses the "oil lamp" as a bait to make consumers hook up. Consumers have a good message about these "good things". Ten people have more than one hundred. The people who buy kerosene will naturally have more money. From then on, small profits will become more profitable. , profit and profit, really can be described as "eat small losses account for big profits." It is the real purpose of Mobil to obtain the profit of kerosene with the loss of the "oil lamp".
This case is very classic and very useful.
The loss-making business is also done for the long-term market.
In the 2005 Hurun Edition millionaire list, Yan Jiehe ranked second among the richest people in mainland China with assets of 12.5 billion yuan. All of him has such great success, he has to start from his front-end loss-making business.
In 1992, Yan Jiehe leased a construction company on the verge of bankruptcy. He received a business from the previous time: a construction project subcontracted five times by the contractor. After he measured the business, he was stupid. If he took over the project, he would lose less than 50,000 yuan. This is a project that no one dares to pick up. Because he has neither background nor relationship, he can only get such a business in the complex ecosystem of the construction industry. So he decided to start from the loss of the front of the pen business. He regarded this loss-making project as a "signboard" for future development, and did his best to do it.
After the completion of the project, the inspection and acceptance department does not believe that such a loss project will have good quality. But the test results are staggering, and all the indicators are excellent. Of course, the price he paid for it was also heavy – a loss of 80,000 yuan. But the construction team kept the government in mind. After this time, the business continued to come to him. In the following ten years, he participated in almost all major projects in Jiangsu.
If you can't find a business, you can start from a loss-making business. There is helplessness and it is also a lowering of the threshold. Yan Jiehe skillfully made a profitable business by using the strategy of "sounding the West, wanting to take the first".
Shopping malls do business, no one is willing to make a loss of the sale, but the competition, the inventory backlog and other factors, often make it difficult for businessmen to lose money. In the competition with a strong opponent, if you just compare it with the other side, you will be brave, and the person who will be hurt will only be yourself. If you eat a small loss at this time, sometimes you will get unexpected results. Of course, this kind of loss is not blindly yielding, nor is it a weak retreat. No matter what business people do business, there is only one purpose, that is, for money. The advantage is that no profit will stop. Of course, no one actually does the business of losing money. If someone really does a loss of business, then the motive for running a loss-making business is very suspicious. However, it is not the merchants who say that the loss is really a loss. The loss is a temporary one, and the exchange will be a long-term benefit. This is also a strategy for the East.
The merchant's compensation is an investment. The compensation is for the customer to form a consumption inertia. Behind the compensation is a long-term vision and a profound business philosophy. For a minded businessman, the loss of business is not terrible, and the loss of business can make a lot of money. On the surface, I ate a small loss, but in reality I made a lot of money. "Eating a small loss makes a big profit." If businessmen want to have a successful career, they must not be eager to seek success. In this way, they will not be able to do anything in the end, and all active "attacks" will be in vain. Understand how to eat small losses, skillful regression, loss, in order to ensure the normal realization of the goal, at the same time make the loss of their own benefits. The loss before eating is to gain longer-term benefits, to eat the loss before the eyes, but to get more benefits, why not?
Fighting the price seems to grab the market, crossing Chen Cang easily profiteering
Due to the lag of China's automobile scientific research and production technology, it is unable to resolve the contradiction between supply, production and living demand. The country has to spend a lot of precious foreign exchange to import Japanese cars every year. What is the legal and legitimate way to import Japanese brand cars at a lower price has become a top priority for our foreign trade sector.
As we all know, China's old-fashioned Jiefang brand cars are far less than the cars produced by Toyota in Japan, regardless of their quality or performance. They naturally cannot compete with them in the international market. At an international automobile expo, we know this, and we still deliberately adjoin the car of the powerful Japanese Toyota company.
In the beginning, in order to open up the international market and participate in international competition, we have repeatedly lowered prices until the price is lowered below the cost. While relying on the advantages of its celebrity car and its strong economic strength, the Japanese side also ventured to follow our price cuts until the price was lowered to the cost, and the sword was set aside, and we wanted to compete with us to occupy the market. However, once the price of Japanese cars fell below the cost, we seized the opportunity and commissioned a third party to quickly acquire Toyota. After the car was shipped to China, Toyota was just a dream.
It is a common trick used in military and commercial competition. The key is to know whether the other party understands our intentions. If the enemy and the enemy are in a state of ambiguity, use this to win, and vice versa.
Striving for the audience to cut prices in two theaters, there is a mystery in the loss
There are two cinemas on one street. In the case of a market that is not very prosperous, the owners of the two theaters are trying their best to compete for customers. Lunan’s cinema has offered a 20% discount on tickets, and Lubei’s theater has come with a 50% discount. For the customer, in the same situation, of course, they are willing to spend less money on the theater. Therefore, Lubei’s cinema business is booming, and Lunan’s cinema door is a must.
The owner of the Lunan Theater was not willing to sit still, so he was mad, and he simply came to a "street sale" - two folds for tickets. According to local consumption levels and industry practices, there is no profit after the 50% discount on cinema tickets. The purpose of the two-fold discount for Lunan Cinema is to completely crowd the opponents and then carry out the “price monopolyâ€. Who knows that they just pulled the customer over, and the theater in Lubei will then offer a 10% discount on the tickets, and each person will receive another package of seeds.
Hey! If there is such a business, the ticket is a one-dollar discount. A pack of melon seeds is said to have one yuan. This is equivalent to watching a movie. Is the boss of Lubei Cinema crazy? The owner of the Lunan Theater was so shocked that he spit out his tongue. But customers can not forget whether the boss is crazy or not. There are such good things in the sky that you can't miss, so the customers are coming, the theater is full every day. The boss of the South Theater of this circuit did not have the courage to participate in the competition, and it declared the bankruptcy and closed the door.
Everyone thought that the Lubei Theater would resume the price before the competition, but the “losing business†that sent the seeds had been persisted.
More than half a year passed, the owner of Lubei Cinema bought the Audi sedan, and the house was replaced by a high-end villa. The boss of the original road south theater was puzzled by this. In order to clarify the truth, he used his friends to explore the secrets of the boss of Lubei.
After a lot of trouble, he finally figured out the truth of the matter. Lubei Cinema’s one-yuan fare is going to lose money, and sending melon seeds is a loss of money. But the melon seeds are the super-salty spiced melon seeds that the boss has made from the manufacturers. After the people who watch the movies, they will be thirsty, so the boss will send them. People lose no time to sell drinks. Drinks are also carefully selected sweet drinks. As a result, customers are more thirsty, more thirsty, and the sales of beverages and mineral water are greatly increased. The movie loses money and the seeds are lost, but the drinks are given. The boss brought a high profit.
The core of the story of the two theaters is that the latter theater owner actually uses the money-making technique of “sounding the Westâ€. Some people in the business sea earned money in the bright spot, and some people, like the theater owner, adopted a strategy of hiding profit points and making money back. The profit point is well concealed, and the customer thinks that what you are doing is “losing the businessâ€, and he will feel the value of the money he spends, and he will be happy. The sound of the East hits the West, and the muffled money actually contains the great wisdom of doing business in science.
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