Please click "Follow" in the upper right corner before reading, and get free knowledge of workplace culture and management every day. Maxima culture in the workplace, only dry goods in the workplace, completely free to share! What are the core elements of winning a commercial war in China? Looking back on the commercial course of China after the reform and opening up, we will find that the core elements of commercial warfare, from products to channels to minds, have been updated and iterated, and great changes have taken place. In the first 10 years after the reform and opening up, the core element of commercial warfare was the production end. After 15, the dimension of enterprise competition has shifted from the production end to the channel end. As long as you can dig deep into channels and do a good job of each "capillary", you can win the business war, and the saying that channels are king comes into being. Today, with the support of mobile Internet, big data and artificial intelligence technology, they have reconstructed the channel structure, and the traditional advantages of the channel end have been slowly dissolved by the rising Internet wave. Product competition and channel competition are both competitions on the physical battlefield, which are easily imitated or even surpassed by competitors. At present, it is this spiritual battlefield that has not been fully understood. Jiang Nanchun, the founder of Focus Media, wrote a book "Grasping the Mind" based on his 15 marketing experience. In view of the mental dispute between products and brand explosions, he gave three keywords: Keyword 1: Differentiated positioning. When more and more products enter the market, it is very important for the survival of enterprises to tell the difference of their products and let users tell the reasons for choosing you instead of others. The final result of enterprise management should be user cognition, because only with cognition can you choose, and the cognitive cost of users is the highest cost of enterprise management, so you must leave clear words in the hearts of consumers. People's minds are lazy and easily preconceived. Everyone knows that the first astronaut in China was Yang Liwei. What about the second astronaut? Few people know. Everyone says it's safer to drive a Volvo car, but is Volvo really safe? In the past few years, Volvo has not even entered the top three in the study of road fatality rate in the United States, the crash test in the United States and the insurance test in the United States. The real top brands are BMW and Mercedes-Benz. Compared with them, Volvo's safety factor is low, but it is no longer important. What is important is that Volvo is equal to safety in the minds of consumers. Therefore, the facts are important, but what is more important is how you implant the differentiated positioning of products into consumers' minds. Keyword 2: Blocking categories When an industry has no leading brand, blocking the same kind is the most correct and profitable strategic thinking of an enterprise, so as to strive to become the leading brand of the industry, that is, "the first". It is necessary to define the meaning of "first" here. Industry first does not mean turnover and profit level, but refers to the first brand that has penetrated into consumers' minds, such as eating Quanjude with roast duck, eating Xizhilang with jelly and renting a car to find China. These brands are the first in their industries. There are two aspects to successful blocking: one is to seize the time window, and the other is to carry out saturation attack. 1, leading time window technology, business model innovation, scale advantage, etc. You can be provided with a time window of 3 months or 6 months, but it will not exceed one year. This time is the time you use to capture the minds of consumers. Take a second-hand car as an example: "Individual sellers sell to individual buyers, no middlemen earn the difference, buyers spend less, and owners earn more. Since its establishment a year ago, it has been far ahead. " This is a classic advertisement for melon seeds used cars. What I want to tell you is that his founder, Yang Haoyong, quickly built a melon seed used car, because he knew what a time window was. In fact, when the melon seeds used car became stronger, it was Li Jian, who was a Renren car, who found me. It was very late that day, and I said to Li Jian, "You are not a melon seed used car, so it is difficult for consumers to buy it." This sentence made Li Jian very angry. He told me: "I started making Renren cars more than a year ago and have been making this model." The implication is that it is not melon seeds used cars at all, but everyone's cars that really create the online trading model of used cars. Yang Haoyong got to know their model after visiting the Renren car. However, is this fact important to consumers? I believe no one will care who started this model. So, I said to Li Jian, "In China, the first person who creates a certain business model may not win, and the first person who occupies the minds of consumers will have the last laugh." From an objective point of view, the first-Mover advantage is of little significance in grasping the minds of consumers. What consumers can remember is the person who seized the time window. 2. Saturation attack When you have a time window, if you fail to carry out saturation attack, you will be suppressed after the competitors make efforts and eventually lose the first-Mover advantage. Therefore, when the time window appears, the return on capital investment becomes less important. It is important to understand how much investment can ensure development, and then do it without hesitation. Before the merger of Jiji.com and 58 cities, the reason why the two cities fought to the death was largely because Yang Haoyong, the founder of Jiji.com, did not completely crush 58 cities after spending 100 million yuan on publicity, and achieved remarkable results. As a result, the other side held on to this wave of firepower, rallied and fought back, which became the pain in Yang Haoyong's heart. Therefore, when he was making a used car with melon seeds, he didn't give Renren and other competitors any chance. With so much "ammunition", Yang Haoyong may feel wasted, and he may feel distressed. However, compared with the previous failure in the duel with 58 in the same city, now he can directly ban the category with a final decision, and I believe there will be more joy in his heart. Keyword 3: The prerequisite for occupying the characteristic prohibited category is that there is no industry leading brand. Then, when leading brands have emerged in the industry, you are neither the first person to enter the industry nor the first person to rise in the period of industry chaos. At this time, you must find a feature and firmly occupy it. Give another example of the beverage industry. When Wahaha and Master Kong have occupied the leading position in the beverage market, Wang Laoji made a brand-new definition of himself-afraid of getting angry and drinking Wang Laoji. Wang Laoji's characteristics changed from simply quenching thirst to preventing getting angry, which not only created a brand-new characteristic, but also detonated a brand-new market space. No one would have thought that Wang Laoji and Jiaduobao would become the largest beverage enterprises in China. Pepsi also uses this idea. The "new generation" is its characteristic, which can not only keep its position, but also challenge the authority of Coca-Cola. If the brand that successfully blocks the category is the boss of the industry or the boss, then the brand that occupies the characteristics can sit in the second place. Generally speaking, the second place should not only guard against the catch-up of rising stars, but also constantly create trouble for the first place, thus improving its status. Businessmen in China highly admire Sun Tzu's Art of War, which talks about "Tao, Heaven, Earth, General and Law". Every factor is very important, but the first one is "Tao", that is, people's heart. The core of all competition today is not the production end, not the channel end, but the mind of consumers. Any successful enterprise in China must have found a differentiated position, seized the time window, took a saturation attack, occupied the mental advantage and detonated the mainstream crowd. Disclaimer: The materials and pictures are from the Internet, and the copyright belongs to the original author. Please contact us if there is any infringement. Business cooperation, please "cooperate" in the background and get the contact information! Welcome to pay attention to the headline number of workplace culture, learn some workplace culture every day, and help you get promoted and raised!