On May 8, win start meeting company group course of direct seeding series " win achieve say " the 09th period begin lecturing. The company of every months of first phase group the course on direct seeding line " win achieve say " , the enterprise in sharing fractionize trade regularly upgrades trend of methodology of case, poineering actual combat, industry is analysed wait for content.
This period we invited He Junzhi line business author Mr. Han Tielin, bring for everybody " if medium and small businesses wheres the counterattack in overmatch forest " .
It is curricular dried food below, achieve meeting & via winning " win achieve say " small make up arrange
Adviser: Han Tielin
Everybody wins start the friends of the meeting everybody is good, I am author of business of He Junzhi line Mr. Han Tielin. Share for everybody today " if medium and small businesses wheres the counterattack in overmatch forest " .
Course is medium today main 4 respects:
The first, whether do you have counterattack gene.
The 2nd, you whether in the reverse the position of the host and the guest in overmatch forest.
The 3rd, block is attrib border, you can be defended so that live this territory.
The 4th, the industry stands, you can counterpoise in the have the initiative on this industry.
-- 01 --
Counterattack gene
Can the enterprise of counterattack, does its gene need what to requirement satisfy? We drew 3 circles, the first circle is value poor dissimilation. The 2nd circle is adversary it is difficult to strike back. The 3rd circle is the industry overturns quality.
If you are in these 3 to encircle the word in this be mixed among, so you this business can succeed certainly in the future, perhaps say successful probability is very big, and can become the dominant of an industry person. That conversely, if you see your company, not be inside these 3 circles, which circle did not go in. That you this enterprise does not have the possibility of counterattack almost.
That this three what meaning is the circle?
The first circle is value poor dissimilation. This is you as a medium and small businesses firm entrant of small perhaps small company enters a market to go up, there are a lot of overmatches on this market. So overmatch, he has his distinct advantage, unique ability. If you cannot follow him to form amlposition to compete, he is advanced face archives is worn, you are impassable stoutly. Say so, we form the poor dissimilation of value with him certainly.
Discuss a case to everybody, everybody is familiar with this enterprise very much -- carry Cheng namely.
Carry Cheng in those days there is a person to call Ji Qi inside 4 gentleman, when beginning, he has an idea, he says he wants to become a public house, a lot of people object him at that time, say you do not become a public house, the hotel course of study that says China is superfluous, you arrive which city goes seeing your metropolis discovery not be short of a hotel. But Ji Qi this individual, he has his judgement method, he goes survey, came back to get a verdict, what he says you say is right, looking from the amount of countrywide hotel industry is superfluous absolutely. Which city is a hotel one pile, but still have 2 conclusion, shortage is on the structure namely. That what is structural shortage?
He discovers one subhuman to live inn demand is very inappeasable, it is business travel personage. He is away on official business to a city, he wants to look for a place to sleep quietly, rise the following day eat a breakfast. To the other of this hotel any demand are done not have. But discover this kind of person arrived after these cities, live hotel of 5 stars class, everybody feels very comfortable, but too expensive. He lives cheap small hotel, not be very safe, and sordid also. So he says this kind of person, although the hotel on the market already very much, but doing not have product of a kind of hotel is the specific requirement of personage of contented business travel.
Then he became a public house, this hotel, its fixed position is B And B, what is the first B? It is a piece of bed, I offer a piece of good bed to you, let you sleep good become aware. The 2nd B is breakfast, make you eat a big breakfast good, next you are OK spirit works completely. He interlinks hotel make it later and those who do is bigger and bigger, so this hotel is like the home with respect to what we say.
Everybody can see it is actually inside this industry, if you are measured from the amount, it also calculates a the Red Sea. But after you give him to tear open unlock this value structure, you can discover, the face is crannied here, have demand, of the space of dissimilation having difference. So you go from space of this differentia dissimilation proceed with. is not to choose the location as the family, take a public house for, surveyor's pole enterprise has a lot of, be high end without giving thought to is medium of the low still end of end, if you according to others come, then you also go out not to come forever. Say so, will be about find the poor dissimilation of this value on you.
The 2nd circle is to should make adversary strikes back difficult.
Above all the premise that you and he wants to have poor dissimilation, if you grow with him exactly like, he comes up absolutely with respect to directly one club, hit you ran. Say so, want to make adversary wants to strike back you are compared difficult, you must have poor dissimilation with him first, but poor dissimilation does not represent him to won't hit you certainly. If he discovers this thing that you do has menace to him, so the value that he did not emphasize this aspect possibly before. And you appear, he begins to surround block you up, seal you, hit you next, this also is possible. So you should find what kind of difference, letting him strike back be done when you namely compare handicap, more difficult.
So here face, have a ladder again second. Above all, your competitor is stronger, its brand, image is more distinctive, it is more difficult that actually he hits you.
Say for example, the market of this mobile phone with familiar all of us. Everybody knows to have 8848 be, this mobile phone very fire, sell 10 one year 100 million. So, he is in mobile phone in such market competition that also is a the Red Sea, found the place of a poor dissimilation, and the dot of this poor dissimilation makes the mobile phone brand of these mainstreams very difficult go hitting him.
Say millet for example, millet does not hit it absolutely. The fixed position of millet is tall sex price is compared, it is to have a fever friendly, it is a youth. That 8848, of fixed position is a boss, high-end personage, those who tell is information safety these things. If millet must go,make his word then, also give such mobile phone, the whole brand image that follows millet, fixed position is completely different, so millet can look only, he won't hit absolutely.
Resemble Oppo, apple, he has these mobile phones oneself specific fixed position. So him this competitor is stronger, his brand image fixed position is clearer. He is jumped over won't easily undertake hitting to you. This is the area lies between the brand that we say.
But this is not safe also. So below some circumstances, that adversary looks, although,say my advocate the brand is to follow your distinguishing, but I can roll out a new brand again, will bet you all the same, this also is completely possible. So we say, brand area is lain between can be the first doorsill only.
So the mode doorsill that next is it calls mode area to lie between.
Everybody still should remember Dai Er this company. At that time it in the market when wind unboiled water rises, what then it is based on is a kind of mode, make be sold continuously. So straight sell this thing? Custom-built change sell efficiency continuously very tall, he grows this system of the channel of chain with traditional Pc manufacturer, it is completely different. So after he comes out, why those traditional Pc manufacturer did not turn around to be hit immediately.
So this wears a kind to call mode inertial problem with respect to existence. Resemble associating at that time the efficiency that such big Pc manufacturer knows to this is sold continuously actually is very tall. But, they are not able. Themselves should do the sentence that sells continuously. Meet have the increase chain structure of oneself whole trench system adjustment, so this chain is not you wanted to adjust what can adjust, obstructive element is very much inside this. So this district that brought mode is lain between, that is to say although you understand me this mode, you had turned around very hard also to come, hit me directly, this is the 2nd bank with strike back bad.
Still have the 3rd bank so, we call the area of profit pattern to lie between.
Everybody still remembers 360, zhou Hong Dai is entered at that time reduce toxin when this market, had been ace is like the cloud, be being waited a moment like lucky star, golden hill at that time is to do the business that kills poison. So does he come in how can them dry?
Everybody should know, the 360 areas that came up to do call gain mode are lain between. It is I also work reduce toxin, but, my reducing toxin is completely free. So I am free a whole client group after be being taken, my reoccupy back end, the gain of the navigation of my website, portal navigation, game navigation and other is nodded, earn money next again.
So, when he rolls out this one action, the boss of lucky star looks at that time, saying Dai of your this Zhou Hong is mad for certain or you do a stunt namely, you last impossibly, say you reduce toxin freely, are you free how do you earn money? So the manufacturer reducing toxin of these mainstreams does not have follow-up. Why doesn't that have follow-up, because these kill poison to produce manufacturer to sell the software that reduce toxin namely,basically be, if he kills poisonous software free also, he does not know to go which earned money, but 360, he was to manage a system. I reduce toxin this is an entrance only, I this free later, I still have other gain place. Made adversary very difficult strike back so, the area that so this is profit pattern is lain between.
The 3rd encircles be an industry to overturn quality.
Actually of the industry overturn the gender matters with the technology actually. You go seeing any innovation, should contain only overturn of the gender, it is the revolutionary innovation that has a technology certainly rear. going up is a technology certainly, without revolutionary innovation of the technology, who innovates impossibly also on mode how many. If you allow this thing, innovation force is really on the technology very strong, can change an industry thoroughly, then you are to be able to bend overtake certainly, can counterattack.
Everybody goes seeing us a few traditional industries are so those who come over, e.g. everybody's very familiar now car. Automobile industry gives what industry destroyed, it is carriage. That what appeared? It is engine appeared carriage dry, it is the revolutionary innovation that has a technology certainly so, just can bring whole industry overturn.
This is the connotation of 3 circles that we explain to everybody. You have a company the gene of counterattack, go searching inside these 3 circles, you most at least should have a group, it is better to have two groups, if these 3 circles can overlap, find the be mixed of that overlay, you are then certain can of counterattack.
-- 02 --
Reverse the position of the host and the guest
We say you had the gene of counterattack, you have go up the possibility that rise, you can compare a shoulder with ace, namely what we say is OK with the wolf in all dance. But, we and wolf in all dance is not a purpose, we still want finally to give put sb out of the way the wolf, he ate to be opposite later.
So how do you go reverse the position of the host and the guest? I want to tell everybody with a case:
Should become this enterprise is to began to establish 1999, to 2010 when hand in place to appear on the market in button, what he develops is very fast, all the way downwind downstream. But 2018, should become want whole to sell, trade to was not finished later of course. 2016, it retreats city, from 1/4 when the United States retreats city, whole market prise was before. Be told so from whole, go from whole strategy it took downhill path on situation.
So we consider to say, should become firms of such merchant of a cable, why is he met such?
We will take enterprise of another surveyor's pole to be compared with him, that is Beijing east. Beijing east, the time that founds with him is about the same. 2010 when, should become appeared on the market, this moment, beijing east did a thing, he is in his Beijing east begin to sell a book on the store, mix directly should become formed a competitor.
So 2010, they had price war with respect to tone, this everybody had paid close attention to a likelihood to still have impression, liu Jiang east said, I this is whole Beijing the books east, should become than becoming the net is cheap 20% . That also should not work when the net, li Guoqing says, I should be taken 40 million get sales promotion, I want to strike back. Beijing east say again, you want to dare be taken 40 million, I dare be taken 80 million get sales promotion with you, finally is news publishs arrange to intervene say, you were not hit, pressed this issue come down.
So a what kind of consequence did this collision bring?
After the price war that made a month, should be being become is begin to appear on the market from December 2010, next share price from more than 30 dollars next dropped 10 come a money, be less than 10 yuan of money later, dropped 3/4 come down. From this later, also did not go back again, arrive all the time retreat city to also did not rise all the time.
Should become so an enterprise that is dominate exclusively one party in books domain, how can he become such? And Beijing east it is another goes completely situation, when Na Jingdong runs quickly madly to 2015 all the way later, his sale has been should become 18 times, took a route completely. So what is the reason of its backside after all? Actually we were summed up, the vertical deepness of discovery or his profit pattern is different.
Everybody goes looking, should sell a book namely substantially when him, although it publicizes it is much category, but you look from his data, the proportion that hold is very small, he still relies on to sell a book to earn money. And Beijing east, why dare selling sustain losses in business on books sell, na Jingdong is business of a comprehensive cable, the depth of their profit pattern is different. Beijing east it is to taking a face to taking whole system to be nodded with will fight.
So you are nodded this, you are again strong. You are before a system, also be to be able to become very passive. This thing, tell that 360 stories with us about the same. That 360 at that time? It is a Ruixingna the manufacturer dry of a few mainstreams, also be the ability that relies on a system those who go playing the other side one is nodded. It is you the point is very powerful, but finally I all the same can your disintegrate.
So we are become through becoming this case, actually we look now, is should be being become this market has his itself did rate become low? The data that actually we go to in front, most at least, I see the data 2016, the market is had inside his books cable business in China leading is 45% , he is the old. But want, why to meet does be reduced to poverty drop into to market prise so 1/4? Still want to sell entirely next?
Then this gives us a caution, you nod that is to say this, you are again powerful, when you face a system, you may not work to cross him. So we think conversely again, we study counterattack now, if be,be the other side a very powerful firm on the dot, so we are a small companies, we take a system to fight to nod, this is completely possible can get victory. This is the structural combination of a business and profit administrative levels, the depth that he is pattern of a profit actually is changed.
You should rely on fist of a combination, go to playing the other side next dot, what this five-pointed star in the graph tells is that competitor. Even if he is a particularly bright star, but if use encircle and suppress of a system,he drops his encircle and suppress completely likely. Then this is the 2nd step that we say calls reverse the position of the host and the guest, you must have a system, go playing the other side next one is nodded.
-- 03 --
Block is attrib border
Carry assorted a punch when you strong opponent disintegrate hind, the person that you became the dominant of this market. So this moment, you with respect to reverse the position of the host and the guest, but your whole strategy was entered make arrive by aggression defended phase. So this we also become an explanation through a case with everybody.
COSTCO this enterprise it and Woerma are a person of the same trade. Wo Erma is to founded 1962, so arrived 1983 when, wo Erma is the world go up the biggest shopkeeper. This moment, 1983, COSTCO just held water, later than him 20 years. Arrived next 2015, wo Erma is the world the first, COSTCO has been the world the 2nd, at that time these two enterprises had left very nearly.
They manage a few index that go up in light of us, that is whole on efficiency, no matter be turnover rate or profit, still be the sale of only store, COSTCO is 2 times taller than Woerma above. And we see COSTCO return global dilate, want to enter Shanghai now allegedly, enter the first store of Chinese. And Woerma, be in a few this years all the time put up the shutters. So we want to be discussed actually is why COSTCO he can rise abruptly quickly.
The face is a when we say it specific practice here, it is a member make. Above all the thing that you get the member ability that is me to buy me, another it is it earns money in the not very on commodity. And his category is particularly little. We go looking 2015, its money signs up for, his sale 112.7 billion dollar. But he is selling commodity this issue on, did he have a deficit how many? Had a deficit 160 million dollar. What do this show? He does not make the money of commodity, but from which does profit come? The member is made, membership fee.
This moment, we knew, you see Woerma why to work to cross it, wo Erma is so-called him gain is very small. But you are again thin the money that COSTCO of other people of your cannot sustain does not make this goods. Another, electric business also does not have dry it, this is an electric business times, but COSTCO, outspread still very fierce, then you say electric business spoken parts in an opera is not cheap. But you can discover COSTCO because he is category fewer but better, he this dimensions is changed purchase, his purchase cost lower than you.
Additional, it is actor choosing. The thing that business of unlike other cable buys is improper, next still can incomplete defective goods is waited a moment, and COSTCO does not have these problems. So electric business is not compared at all with it now. So most the most important is COSTCO pattern of this kind of trade, everybody can understand that why nobody dare learn it.
Can be you understood? Why you don't learn it, you can discover it is very difficult to learn it. Be in a few places hard, if the first you rely on to receive membership fee to earn money, you should learn its word, of your member accumulate an amount you arrived certainly certain level receives a member to expend ability to cross profit and loss be nodded evenly. That your new entrant, you dare learn it, is there so much member? You do not learn.
That another, it of this commodity purchase cost very low. Then you must arrive dimensions of a business, it just can gain this kind of taking dimensions advantage. That your new entrant, the ability below your what circumstance purchases an advantage this to it.
If say you,the member does not have it much, next? Purchase an advantage to do not have it big, next you still want to compete with it, you have a method only, burn money. But, this way is very long, when can burn come out, that did not know completely, so very rare company can learn it. We this, call competition camp.
The old dry Mom that actually everybody often says country, this kind of product also is such, I fix a price this, I decide 8 yuan of money to arrive 10 yuan of money one bottle. Next you those old dry father often do an aunt, you learned me to also be used without giving thought to. If you make a product of old dry Mom as me, your cost is met certainly prep above I. I sell 8 yuan of fund, you also sell 8 yuan of fund, you are deficient.
Say so? You want to sell as me, you with respect to lose money in business, but what you should sell is taller than me. You still sell do not go out, such pass a such camp, force all competitors retreated. This is the block border that we say, it still has a few mediums, for instance technical camp, brand, patent ah etc, occupation standard, dimensions, brand is final I call it to enjoy advantage. What is negative benefit? Negative benefit is you must become the structural adjustment of your cost income, only you can earn money, others is earned do not wear. Such word, you give this territory stopped. We call it not battle and Qu Renzhi arms, block is attrib border.
-- 04 --
The industry stands
Company of a weak power carries counterattack gene make, pass reverse the position of the host and the guest, pass block border, you became the dominant of this market. But dominant person there is not speech right certainly on the industry on behalf of you, so we say the 4th pace calls an industry to stand. The industry stands it is you should go seeing you no matter,be in on this industry your scope magnitude, you should say to calculate, this issue that we involve curve of a smile.
Riant curve, represent an industry chain, you can discover, this industry is this raw material downstream on chain, next research and development, technology on this chain. Next, the cereal bottom of this smile curve often is some of production segment. So this smile curve, on the right side of upgrade raise, this is channel, sale, such link. Your meeting discovery is on this industry chain, who said to calculate? Have two kinds only, a kind, go toward left more namely, your profit is more rich and generous, your camp sex is stronger.
Or, go to more right, you accusing client natural resources, next your speech advantageous position is strong. The most miserable is among, if you are staying in this cereal bottom, both ends prep before sees you, then you have the speech on the industry very hard to counterpoise. So we the 4th viewpoint is you want to go up to occupy dominant really in the industry, your or goes occupying technical natural resources to go to left go. Or is gone to right go take a client.
Anyhow, be about to consider to have a such link of position of a dominant on industrial catenary. So we hope all enterprises people can as soon as possible to this phase.
-- epilogue --
Share word of Zhang Ruimin with everybody finally. Without successful company, have the company of the times only, this word is very reasonable, everything is changing. Want to change only, no matter you whether does this enterprise occupy dominant on this industry you need not lose heart, everything is all possible. Wish everybody can find the way of future of decide the issue of the battle finally.
# wins achieve meeting #
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