Is there any better way for us to defeat the enemy? Yes! That is to use the enemy to achieve yourself!

make an enemy

We support whatever the enemy opposes, and we oppose whatever the enemy supports. ? Mao Zedong

1986165438+1On October 6th, Manchester United Football Club of England announced that it would change its head coach and Alex Ferguson would replace Atkinson. At that time, Manchester United was weak, and its main task was to avoid relegation. Before Ferguson took over 13 games, Manchester United only won 3 games, lost 6 games and drew 4 games. In contrast, Liverpool, the defeated team and former biggest enemy, is in the limelight and has an advantage. Manchester United fans complained, and the club was even more dissatisfied. However, this stubborn old man with a red nose in Scotland stubbornly issued the most heroic declaration in his life: my greatest achievement will be to pull Liverpool off the fucking throne. ? My biggest challenge is to knock Liverpool off their throne. )

Everyone thinks the old man is crazy. Liverpool was a veritable overlord of England at that time, holding the 16 top league title, and so was the limelight. Manchester United, on the other hand, did not perform badly, but there were only seven league titles at that time, more than double the difference. By 1990, Liverpool, still at its peak, narrowed the gap to 18:7. Pull Liverpool down? You don't brag like that.

Twenty-five years later, on May 4th, 20 1 1, in the 37th round of the Premier League, Manchester United 1: 1 drew with Blackburn, locking the league title one round ahead of schedule. Which one is this? 19, the Scottish old man spent 25 years building a dream teacher, swept the 12 league championship, and really became the first in England.

The old man is an honest and trustworthy man, and he keeps his word. He is almost paranoid about finding an invincible opponent, and the lofty goal guides him and his team to keep moving forward. There are too many impossible tasks in this world, but someone will always do them.

Even if Goliath, a giant with infinite power, is in front of you, as long as you have the courage and confidence to defeat him, you can become another shepherd boy David.

? You can't beat yourself, but you can beat the enemy?

Marketing is like war, the real purpose is to plunder resources and occupy consumers' heads and pockets.

Everyone is complaining about the fierce competition. In order to avoid competition, many enterprises often set foot in remote markets, but is a market without rivals a good market?

Not necessarily. No opponent often means no market. Although too many hunters in the forest lead to competition, it is even more meaningless to go hunting where there is no prey.

Thermal underwear used to be just a marginal product that was concerned by individuals, and many people simply didn't bother to see it. There are so many new concepts and products that everyone is too busy to pay attention. Later, hundreds of manufacturers made thermal underwear at the same time, and four or five brands smashed advertisements in CCTV at the same time, and the spokespersons were more famous than one. It is simply a star contest, and many consumers are paying close attention to it for fear of missing the trip and falling behind. The relative success of these manufacturers is largely due to the help of competing products. Without enough competing products, the market will not have enough "potential" to attract consumers. Dare to be the first in the world and dare to be the last in the world. Fields without competitors are not necessarily suitable, and no one in the market here shares the heavy responsibility of enlightenment education.

Tablet PC was invented by PALM Company in 1989. However, because not many manufacturers entered this field, it became a neglected product, and the inventor finally had to quit because of his inability to educate the market. As soon as Apple launched the tablet computer, various manufacturers launched their own tablet brands, whether Lenovo's Lepad, Samsung or Motorola followed closely, and finally formed the Warring States era of tablet computers. So in this era, heroes rely on the enemy to shine. If there are not enough enemies and they are not strong enough, heroes cannot become legends. Therefore, if a hero wants to create achievements, he must find enemies big enough and strong enough to create a battlefield that attracts worldwide attention and a legend that the world will never forget: just as the energy of an enterprise can burn the market to 30-50 degrees, then several enterprises can boil the pot of water in the market together. Consumers like to be lively and watch competing products fight, because this is a good opportunity for consumers to benefit. They like the war in the market, and they like the lively atmosphere and feeling.

The most favorable strategies are attack, attack, attack.

The best strategic partners are opponents, opponents, opponents.

Sun Tzu's art of war has a cloud:? You can't beat yourself, but you can beat the enemy? It can be seen that the enemy is the decisive factor for success. It can even be said that the stronger the enemy, the greater the victory.

The more you know the enemy, the more you know the market.

? The perfect competitive strategy is not to be the first in the industry, but to make yourself different and difficult to copy!

Therefore, the first step of marketing strategy is to know your enemy; The purpose of understanding is not to follow and blindly follow, but to establish different strategies.

Sister Furong once said: Actually, the person I am most grateful to is Sister Feng. Many people find it acceptable for me to face Xifeng. ? From Xifeng, Sister Furong also found that her market is not only shrinking gradually, but with the escalation of spoof, her S-type is no longer the focus of vulgar news that people pay attention to, and she can't compete with Xifeng in vulgar temperament.

Therefore, Sister Furong quickly abandoned evil and gave up punishment. After eight years of "Anti-Japanese War", she became a real star from the earliest crazy abuse and ridicule. She no longer seized abuse to prove her sense of existence, but once again grasped the wind vane of the times and began to lose weight, make movies, make singles, start a company, do charity and become knowledgeable, noble and elegant. Completed a remarkable transformation, became the current inspirational goddess, and went to CCTV's "Struggle" program.

Sister Furong couldn't see her own market and its development trend clearly when she was addicted to the floating clouds of the Internet. Suddenly, her high attention made her lose her judgment on her own market. However, when Xifeng appeared, when there was a strong competitor in this spoof market, Sister Furong clearly realized her market segment and who the corresponding target group was from people's description of Xifeng. From Xifeng's behavior pattern, I found the bad situation of my own market (by constantly lowering the moral bottom line to cater to the public's trend of appreciating ugliness), so as to judge what direction my brand value should develop, and thus completely give up vulgarity? s？ Modeling, trying to lose weight, expressing? In fact, I didn't lose weight, but the public's prejudice against me and my depression.

From the transformation of Sister Furong, we find that sometimes, the enemy is like a bright lamp, which not only illuminates your eyes, but also illuminates your heart.

However, first of all, you should let go of your hostile heart and see the help of the enemy. If you really can't face the competition calmly, then in any case, the first thing to do is never to be exactly like the enemy. After all, fighting in the same battlefield, it is difficult to tell whether it is an enemy or a friend, and it is really uneconomical to hurt one's own people. As we said, the purpose of understanding the enemy is not to learn from him or defeat him, but to be different from him first!

Some truths are easier said than done. Everyone wants to be different, but in real life they are always habitually imitating? Opinion leader? . In the domestic host industry, the so-called? The nasal sounds and curled tongues in Taiwan Province Province seem to be able to become Lin Chi-ling with a buzz; Wu Zongxian can be fascinated by smiles; Since a crow stayed on Cai Kangyong's shoulder, domestic hosts have also erected various birds on their shoulders; When Xiao S became famous for being outspoken, the hostess of Chinese mainland became more and more bold? Judge? But, all the time, no one remembers who the second little S is. On the contrary, it is the holding of latecomers, not only holding the audience, but also holding brands such as Dangdang. Human feelings? The endorsement fee of real money is no less than that of those popular hosts!

There has always been a famous saying in the advertising industry: it has been imitated and never surpassed!

If everything starts with imitation, it is destined to follow fate, and no one will remember it even if it is done well. Just like the champion of Super Girl, Chris Lee created a new category of neutrality. In recent years, not only the singing career has flourished, but also more and more corn people have been crowned by some famous directors. Little Brigitte Lin? Hope; As the champion next year, Laure Shang is always lost in the confusion of imitation. Instead of creating a new category of her own, she has been wandering in the LADY GAGA imitation show, racking her brains for attention every time she goes out. However, this eyeball economy has never reached the core value of the star economy, and it can't get more permanent and internal support from more people. Therefore, Laure Shang's position can never be compared with that of Chris Lee, because Chris Lee and all? Enemy? Is different, and Laure Shang just made a similarity.

Success needs enemies.

The success of China people pays more attention to the weather, geographical location and human harmony. Many friends, many roads, and close to success. But in the ever-changing competitive era, friends can only help you for a while, but enemies can help you for a lifetime.

Because the enemy has the same ambitions and attempts as you, and hopes to have the same territory and mind as your strategy; The enemy has the same eyes and worries as you, hoping to find the next gold mine like you; The enemy has the same keenness and emergency ability as you, and hopes to keep the same crowd and money as you.

The enemy's market is your market, the enemy's goal is your goal, the enemy's money may be your money, and the enemy's brain should be your brain. If you can find out the motivation from the enemy's behavior and turn it into your own advantage, and dig out your own goals from the enemy's movements and turn it into your own market, isn't the enemy your greatest benefactor?

Therefore, small success requires good friends, and great achievements require fierce enemies. This is a fact. The ancients liked to learn from history, but today people should learn from their enemies! Learn from the enemy, judge the enemy and think about the enemy, so that we can attack and defeat the enemy.

Find out who your real enemy is.

1. Strong is strong.

When I ask you, do you know who your enemy is? Who are your competitors?

You may not hesitate to tell me that the brand that sells more than me is my enemy, the brand that advertises in CCTV every day is my enemy, and the brand with higher (or lower) price than me is my enemy?

Yes, if you look around, the whole Jianghu may be your enemy, but the real master has never had an enemy? The first master!

Before Liu Xiang became a world champion, his goal was to surpass the fastest runner in the world; Before Yao Ming went to the NBA, his goal was to surpass the best center in America? O' Neill; Before Zidane became famous in World War I, his goal was to surpass Federer.

Liang Shiqiu said a very important sentence in The Art of Swearing: No one is worse than himself. Liang Shiqiu said that if you want to swear, you must choose someone older, more beautiful or more powerful than you. In short, the person you want to scold will be better than you in both good and bad ways, so that you won't suffer.

If you scold a big shot, you are afraid that he will ignore you. He scolds once, you scold once. Scold an insignificant person, the more you scold her, the more proud you are, and you can often scold a nobody.

No matter how small your business is and how much sales you have, your ambition must be greater than your sales, and your enemy must be the first in your industry! Your enemy should never be just a little stronger than you! If you want to find it, you must find the biggest and most powerful! The choice of the enemy is in your hands, but don't underestimate yourself. Your enemy should be the first in the industry!

Don't make enemies in trivial personal matters. Cultivate some strong enemies, that is, enemies who have different views from you on major issues. You will fight him to the death on some basic ideas, but both you and your enemies will benefit a lot from the struggle.

Apple chose IBM as its competitor.

The role of your competitors is to force you to become better, keep you honest, keep your career in the right direction, and create obstacles that you must overcome on the road of development. If you are lucky, your competitors will be competitive, smart and diligent? Not fragile. ? Marketing guru Jay levinson

2. Long-term vision

The charm of entrepreneurs lies in their judgment of trends and the future. Therefore, for excellent entrepreneurs, the enemy must not be close at hand. To be a century-old enterprise, your vision and mind must be all-inclusive.

Anyone can be your next enemy. As early as 1990s, Coca-Cola asserted that its biggest enemy was not Pepsi, but healthy drinks such as juice, water and even milk, so it collected or created various brands of healthy drinks early to improve its industrial line.

As Nintendo CEO Satoru Iwata said: We are not fighting other companies, but blindly fighting video games. Nintendo has made great efforts to understand the interests and needs of those who are blind in video games, and has developed many educational games and cooking games suitable for housewives. Because of Nintendo's unique vision? Choose the enemy? Strategy, and will avoid confrontation with Sony and Microsoft, give up the attraction to hardcore game fans, and promote the popularization of games, which not only reduces the development cost of game developers, but also expands the larger market. It can be seen that excellent entrepreneurs often jump out of the market to see the situation clearly and make clear who their enemy is and whether this enemy is worth fighting for themselves. Only by understanding this point can we plan a clearer and longer-term strategy.

Tencent spent $654.38 billion to acquire Kaixin, which also reflected the mind of China entrepreneurs to make enemies: many people said that QQ's enemies should be instant chat devices such as MSN. You only thought of one thing, but didn't think of it: with the emergence of Weibo, the domestic SNS community has been greatly affected;

At the same time, the number of online QQ users decreased for the first time. According to the analysis, part of the reason also comes from Sina Weibo, and Tencent Weibo's current strong rival is also Sina Weibo. If Tencent and Kaixin.com get married, there may be better development.

Kaixin.com official Weibo said that although the number of daily users decreased by about 65% compared with a year ago and the page traffic decreased by more than 70%, its advantages were enough to make a beautiful addition problem with the Penguin family: first-tier cities1.1.700 million white-collar users+QQ space in second-and third-tier cities, Tencent friends &; Campus population = domestic social network users. Ma's "Big Chess" can shake the pattern of domestic SNS, and what's more, it annihilates an enemy on the road of SNS and gains an ally, * * * against Sina, a bigger enemy!

The biggest enemy is yourself.

Xiaogang Feng said it himself? Lonely for failure? When; Phelps said that only he can break his own record; When Jobs left Apple, he said: No one can beat me, only himself can beat himself. For great people and great enterprises, the biggest enemy is always yourself!

If the products that customers like compete with your own products, you might as well do it yourself instead of letting competitors meet this demand, that is to say, you might as well destroy your market yourself instead of letting others completely destroy it. ? Marketing imagination

Just as international brands constantly strengthen the brand connotation through product renewal, it ensures the vitality of the brand. Intel constantly updates itself and introduces generation after generation of chips: 486 586 MMX PII PIII. Nokia keeps updating its products, and introduces new models one after another: 511071108108210. Panasonic color TV, a traditional household appliance, adopts the internal competition mechanism, constantly updates and takes the brand as the link to complete the relay race of new and old products. Products are getting old, but the brand is still strong. A brand is like a big family, and products from generation to generation maintain the vitality of the brand.

Not only high-tech products, but also daily necessities should be constantly updated. Brand king Procter & Gamble has continuously improved each brand, and the formula and packaging of Tide washing powder have been improved no less than 70 times. P&G doesn't allow brands to reach the so-called "maturity" at all. Barbie keeps up with fashion and presents dolls with different themes in different periods, keeping the hand of the times.

Brands keep up with the rhythm of the times and help enterprises transcend the troubles of product life cycle. In other words, through product inheritance, constantly breaking through the old self and creating a new self, the brand will be immortal.

Think of yourself as the biggest enemy and need to keep an innovative heart forever? Take product innovation as the focus of brand management. At this point, P&G has set an example for all enterprises in China, and the milestone of P&G's success is also characterized by product innovation. P&G holds more than 2,500 patents worldwide, and 7,000 scientists work in 65,438+07 product research centers around the world. P&G believes that "providing better and newer products for consumers" is the fundamental reason for its success.

Send you a bullet.

The Kuomintang and the * * * production party.

19 1 1 Wuchang Uprising, led by Dr. Sun Yat-sen, overthrew the feudal autocracy in China for more than 2,000 years. Later, the League was reorganized into the China Revolutionary Party, and in June19/kloc-0+00, it was formally reorganized into the China Kuomintang. It should be said that the establishment of the Kuomintang theoretically gave workers, peasants, petty bourgeoisie and national bourgeoisie a unified revolutionary front organization and became the core backbone of the revolutionary regime and revolutionary war at that time.

However, with the death of the founding father and the rise of right-wing forces, Chiang Kai-shek seized power, and the Kuomintang gradually became a bourgeois party representing the big landlords and the big bourgeoisie, unable to represent the fundamental interests of the 40 million people and unable to realize the Three People's Principles of the founding father. Mao Zedong accurately realized this:

? First of all, the failure of the Revolution of 1911, the regime fell into the hands of warlords, and did not win the support and help of 320 million farmers. Only by mobilizing farmers to participate in the revolution can the national revolution succeed. Farmers' Problems in China

? The peasant problem is the central issue of the national revolution. If farmers don't get up to participate in and support the national revolution, the national revolution will not succeed; The problem of farmers will not be solved in the current revolution, and farmers will not support this revolution. National Revolution and Peasant Movement

Obviously, only by finding the real revolutionary group and the real source of the revolution can we truly establish new revolutionary standards and undertake the great task of leading the revolution. Find the enemy, then polish your gun, and we will be ready to deal with the enemy. To say how to deal with the enemy, there are two books on marketing that have to be mentioned. One is Alice's "Marketing War". The classic degree of this book cannot be overestimated;

? The reason why I brought this up? Positioning? Is this word because? Strategy? What is the definition of this word in the dictionary? Establish the most favorable position for the enemy. A Brief Introduction to the Chinese Version of Alice's Marketing War

Without enemies, let alone positioning! What do marketing and war have in common? Both sides and parties are involved in the struggle for the same interest, which is often a life-and-death struggle. A "marketing war" is almost all about marketing.

For some growing brands, I have to read another masterpiece in marketing, On Protracted War by a great tutor:

? Guerrilla warfare can only be won if the enemy advances and retreats, if the enemy is stationed and harassed, if the enemy is tired and I fight, and if the enemy retreats and I chase; Advance and retreat in moderation, lure the enemy deeper, concentrate forces, split in two, and destroy the enemy by mobile warfare. ? After reading this passage, I think millions of heroes have a good idea. The next discussion in this chapter will also focus on all aspects of the tutor, who told him that the old man was too awesome. Finally, I sincerely hope that after reading this chapter, you will have the ability to use your strong heart to fight all the enemies on your way, including yourself.

1, better, more expensive

First, know who your enemy is. The next step is to study the enemy.

We should not only master his weaknesses, but also know where his strengths are, because his strengths must be your strengths, and his weaknesses should also be your strengths.

Consumers always like it? Better, better and more perfect? For them, what they choose and consume is not 1, but all! So what? 2 in 1 3 in 1 Our products will always be the best-selling products.

And doing better, reflected in the price, is often more expensive! Do people always have inertia? Okay？ With what? Is it expensive? Draw an equal sign between them.

When Mercedes-Benz was preparing to attack the American market, it adopted a high-priced strategy, which once made people feel that Mercedes-Benz was better than Cadillac. In other words, it rates itself. The sales volume of Mercedes-Benz in the American market is rising linearly every year, from 1994 to 6 1899 and then to 247934 in 2006, with an increase of 300%.

Better and more expensive, sometimes, means that you have to establish new standards and subvert the previous standards of the whole category. Once successful, you will not only become a leader in the industry, but also become a standard setter.

This is like this: the best-selling vodka in the United States is Smero vodka, but absolute vodka dares to set the price 50% higher than the best-selling Smero vodka, creating a new category of high-end vodka, called boutique vodka; Grey Goose, on the other hand, set the price 60% higher than that of absolute vodka, challenging the ultra-luxury vodka (and its price was set before the design of the bottle, the naming of the brewery and even the invention of the formula), defining a brand-new catalogue of ultra-premium vodka products, creating a new category called top-grade vodka, which was acquired by 100 company for $2 billion in eight years.

Zunyi Meeting

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