Grasp the psychological characteristics of people who like novelty to defeat their opponents.
Sun Tzu's Art of War: "Whoever fights is better than the combination and takes it by surprise. Therefore, the good and the strange are infinite as heaven and earth, and inexhaustible as rivers. " "The so-called strange man, attack it unprepared, surprise it." This is an accurate summary of Liu Bowen in Ming Dynasty.
The more social and economic development, the more people pursue their life goals. Only by innovating and winning by surprise can enterprises occupy the market.
Classic example
▲ Clever rumors
When Qin Gui was prime minister, there was a shortage of copper coins in Lin 'an market for some time, which led to a backlog of goods and poor sales. The magistrate didn't know what to do, so he told Qin Gui. Qin Gui smiled and said, "It's so easy." Call the official in charge of finance to see him at once. He said solemnly, "I have just received an imperial edict to amend the money law and abolish all existing copper coins." I also made an appointment to discuss it in detail at noon the next day.
After the officials got the news, they quickly took all the remaining copper coins to the market to buy goods. Rich families soon heard about it, and they also took out all the copper coins they had stored and put them in the market to buy food. At that time, prices were high and there were many copper coins. After a few days, no "imperial edict" was issued, and market transactions have returned to normal.
▲ "Good to the West" strategy
Zhejiang Wuyi Haolaixi Clothing Co., Ltd. is a private enterprise. In a short period of seven years, this company has gained a firm foothold in the fierce market competition, and its products have sold well all over the country, and have been exported to many countries and regions. It has become a famous enterprise with an annual output of more than 10,000 pieces of medium and high-grade clothing and accessories, an output value of 50 million yuan and fixed assets of/kloc-0,000 yuan.
In the second year of its birth, namely 1985, the first window enterprise was established in Haikou, and then 10 branches were established in Hainan, Hong Kong, Shenzhen and other places in the form of joint ventures and joint ventures. The purpose of setting up these windows is to collect information about international and domestic clothing markets. Enterprise development depends on products, and product development depends on information. With the information, Haolaixi develops more than 200 new products every year, which makes Haolaixi the only enterprise in China that produces complete sets of modern clothes.
Enterprises all know how to open up the market, but "Haolaixi" has its own unique skill, which is to set up "Haolaixi boutique houses" all over the country and send employees to stand at the counter. Now, Haolaixi has opened more than 20 boutique houses in Beijing, Tianjin, xi, Nanjing, Wuhan, Nanchang, Changsha, Harbin, Hangzhou and other places, with more than 200 employees standing at the counter. The annual cost is equivalent to 60% of the annual profit of Haolaixi Clothing Co., Ltd., and the number of employees standing at the counter is 1/ of front-line workers of Haolaixi. "Haolaixi" products can not only meet consumers directly through boutique houses, but also be wholesale to other shopping malls in the city. This sales network of more than 200 people has enabled "Haolaixi" to sell clothing products 1 10,000 pieces (sets) nationwide, with sales reaching 45 million yuan.
199 1 June, the leader of "Haolaixi" suddenly ordered the whole line to stop production, concentrated more than 400 front-line workers, and reworked all the more than 70,000 shirts to be distributed. The reason for rework was to remove a few inconspicuous lines from the shirts. It took two months to rework and more than 300 thousand.
"Haolaixi" is so serious about product quality that it has never been vague. They not only invested 440 sets of advanced equipment at home and abroad in the 1980s, but also formulated a series of strict quantitative quality standards in terms of design, fabric and processing, even small problems such as bubbles in shirt collars after washing are no exception. Since 1989, "Haolaixi" shirt has won the Ministry Excellence Award, the Provincial Excellence Award and the only Excellence Award in Zhejiang garment industry.
Because of this, people were not surprised when "Haolaixi" Co., Ltd. launched a high-grade shirt with a price of more than 65,438 yuan, which is rarely produced by domestic enterprises, because the products of "Haolaixi" are really worth this price!
At the beginning of March, 1992, "Haolaixi" entered Beijing from Wuyi, Zhejiang, and set up a "challenge circle" in Wangfujing Department Store, Xidan Shopping Mall and Friendship Store in the city center.
Beijing is a place where famous brands and high-end products gather. Breaking into the Beijing market requires not only "strength" but also courage. "Come to the West" is confident that it has the "strength". As for courage, Coming to the West has always been "newborn calves are not afraid of tigers". With the cooperation of a series of public relations activities, "Haolaixi" is on an equal footing with imported Goldlion in the first-class shopping places in Beijing.
"Surprise" and "victory" and "coming to the West" quickly won the favor of Beijing residents. On March 8th Women's Day, many women in the capital bought their husbands "Haolaixi" men's shirts with their own clothes. Since April, several newly opened Haolaixi boutique houses in Beijing have daily sales of more than 10,000 yuan. With this development momentum, people concerned predict that the products of Haolaixi Clothing Co., Ltd. will definitely take the lead in the "competition" in the Beijing market.
▲ Unconventional club med
Club med was originally a small association of sports and underwater sports enthusiasts. Twenty years later, it has become a multinational company covering five continents, known as "empire of the sun". Pursuing novelty and following the trend is one of the secrets of its success.
Trigano, the president of the company, took advantage of the opportunity of traveling around the world to master all kinds of fashionable new gadgets. When yoga rose, club med taught their tourists; When training courses became fashionable, they organized various training courses such as tennis, golf and horse riding. When the computer craze arose, they opened the resort information center in Sicily, Italy to tourists; When people want to lose weight, the club opens a fitness center in Vettel, France. Trigano and his think tank always try their best to be original.
In order to attract more customers, club med changed its image of serving only "adults". 1975, Trigano launched an advertising campaign and organized an adventure trip to attract young customers with dense, beautiful and imaginative images and attractive youthful beauty of models. 1982, Trigano also organized political contact tours. He organized a summer camp for juvenile offenders in the suburbs of Lyon. Because of his success, President Mitterrand awarded him the title of Commissioner-General of the organization 1989 World Expo.
▲ Underwater Hotel
In the United States, a new type of undersea hotel and playground has been built in several places. 1985 In the summer, Julie Underwater Hostel was opened in the Caribbean on the east coast of Georgetown, claiming to commemorate a writer Julie Winnie, because this woman writer once wrote a famous book, 200 leagues under the sea.
The submarine hotel was rebuilt from an old ship and is 50 feet long (1 foot =0.3048 meters). This old ship was once used as a marine laboratory. The rebuilt undersea hotel has two suites, 1 multifunctional room and 1 "transitional room". Passengers staying in the hotel can change clothes in the "transition room" before entering the room. Each room can accommodate four people, and all the necessary living facilities are available. The undersea hotel is very quiet and comfortable. The room has large glass windows, just like living in the "Dragon Palace" at the bottom of the sea, and you can see all kinds of marine life at the bottom of the sea. Equipped with oxygen devices, visitors can visit, walk and hunt marine life on the nearby seabed.
This unique underwater hotel has attracted a large number of tourists to check in in advance since its completion, especially those men and women who are in love. In order to spend a romantic honeymoon, they rushed to check in.
▲ Coke Wars
Coca-Cola, the king of cold drinks, is regarded as a symbol of American vitality, and it can even be used as a tool of American foreign policy. This beverage is currently sold in 155 countries and regions around the world, with 300 million bottles sold every day. 1May 8, 986, which happens to be the100th birthday of this drink.
Generally speaking, such a best-selling beverage does not need to consider marketing strategy. However, in April 1985, Coca-Cola Company suddenly announced that it would change the old formula that had been used for 99 years and adopt a newly developed formula, and claimed that it would create a new record for Coca-Cola in the world beverage industry with the new formula. This is a big news that sensationalized America. For the new formula, the company spent 3 years and 5 million dollars, and conducted 200,000 aftertaste surveys and drinking experiments, among which 55.96% people thought the new formula tasted better. In order to catch up with the new products, Coca-Cola Company worked overtime all night, trying to deliver the new Coca-Cola to all parts of the United States as soon as possible.
However, when the new formula of Coca-Cola was introduced, it caused an uproar in the market. The company receives countless letters of protest and more than 65,438+0,500 phone calls every day, and some people even hold protests. In this situation, the boss of PepsiCo, the competitor of Coca-Cola Company, was broken by Coke. Pepsi, which has been at a disadvantage for decades, will take the opportunity to show its talents this time.
Pepsi first produced a 30-second TV advertisement. The content of the advertisement is that a young girl with eager eyes stares at the camera and says, "Can someone come out and tell me why Coca-Cola did this? They have gone bad, so I'm going to start drinking Pepsi. " The girl took a swig of Pepsi and said, "Well, now I know what it tastes like." Pepsi will make TV advertisements into videos and broadcast them in the air. Soon it was made into a movie. The director of advertising department of PepsiCo said: "This opportunity is like a big window for us, through which we can win over those die-hard Coca-Cola addicts."
Just when the boss of Pepsi was in high spirits, the chairman of Coca-Cola Company suddenly announced that in order to respect the opinions of old customers, the company decided to resume the production of old formula Coca-Cola and renamed it "Classic Coca-Cola"; At the same time, considering the new demand of consumers, the new formula of Coca-Cola is also continuing to be produced. The news came out, and coke lovers all over the United States were excited about it. Old customers drink old coke, and new customers scramble to buy new coke. At one time, the sales of new and old cokes increased by 85% compared with the same period last year. Coca-Cola's shares soared by $2.57 per share, while Pepsi's shares fell by $0.75 per share.
Through competition, we can see that the two major coke companies have their own strategies. Taking Coca-Cola Company as an example, it is not their real purpose to switch to the new formula of Coca-Cola, but a strategy to promote products. When the new formula aroused strong protests from customers, so that they were surrounded on all sides, the chairman of Coca-Cola Company suddenly announced the decision to launch the new and old formulas together, thus achieving great success. Pepsi's strategy is also unusual. In order to compete for the market, they spend a lot of money on advertising and use the power of banks and politics to promote it. From 65438 to 0985, PepsiCo invited the most influential people in American politics to advertise and introduce decaffeinated Pepsi Diet Coke to the American people. In order to please young people, they also specially made drinks into youth drinks, which shows their good intentions.
▲ Emerging Vietnam battlefield tourism
When people talk about Vietnam, they associate it with war. Now, this war-torn nation has calmed down. People from all over the world who love sightseeing come here one after another with curiosity about war. People who have personally experienced the war, especially American soldiers who participated in the Vietnam War, have a special feeling that urges them to join the tourist army.
One of the battlefield tourist attractions is the tunnel network in the suburbs of Ho Chi Minh City. The ground is littered with tanks, cannons, chariots and various weapons left over from the war. The billowing smoke and the deep red blood on the tank battery were carefully made by the employees of the local tourism department, giving people an immersive sense of reality.
Americans fought in Vietnam for nearly 10 years, but they never found out the location of the hidden headquarters of the Vietnamese army. This top secret underground headquarters was opened to the public today.
Shops sell all kinds of war souvenirs, such as multifunctional sabers, gas masks, US military identification cards, etc. In the roadside hut, tailors enthusiastically tailored uniforms for their guests. Tourists put on new military uniforms and rented weapons, and took unforgettable and thought-provoking shots on the battlefield of that year.
A large amount of foreign exchange earned by the booming battlefield tourism has injected vitality into Vietnam's economic development. The war brought disaster and wealth to Vietnam, which may be a kind of war compensation for the Vietnamese by the invaders.