"The image of the soldiers is water, the shape of the water, avoiding the heights, and the shape of the soldiers, avoiding the reality and defeating the virtual." This passage is one of the more important military thoughts and tactical principles of Sun Wu's predecessors. The grandson compares the war force to the water. When the water flows, it avoids the height and flows to the lower part. Similarly, the deployment of the troops in combat should also be like the current, avoiding the solid parts of the opponent and choosing weak links to attack. What a vivid and figurative metaphor! How refined and accurate expression! However, the Bing Sheng will not think of it anyway. Today, 2500 years later, this principle has been thoroughly interpreted by a group of foreigners in another field of war.
The ancients left us with valuable intellectual wealth. These ideas have a certain degree of philosophical height and universality, so they can be flexibly applied to practice in different fields. However, because these ideas are too abstract and concise, they are plausible in understanding, and it is difficult to apply what they have learned. This is the case with the military thinking of “avoiding the realityâ€, and I believe that only a very small number of marketers can implement this idea in marketing practice.
Unlike the Eastern sages, Western scholars are better at accurate descriptions and systematic analysis, so the theory of the system always comes from the West. Can these Western theories jump out of the ancient Chinese philosophical ideology? Not seen!
The theory of blue ocean strategy and positioning is fundamentally a systematic approach to summarizing the principle of “avoiding the reality†in marketing behavior; the SWOT analysis in strategic analysis is also aimed at selecting the direction of enterprise development. Can "act a virtual reality." As practitioners of marketing activities, it is necessary to learn and understand various foreign marketing theories, but we must not be obsessed with these theories themselves, but should stand at the height of philosophy to see the essence behind these theories. Only in this way, In order to understand these theories more deeply, and then use them flexibly in practice, and even innovate. From this perspective, combining Eastern philosophical thinking with Western marketing methodology is a better choice for guiding our marketing activities.
The principle of “avoiding the reality†has been widely used in domestic marketing practice, but we are used to understanding it only from the perspective of “differentiationâ€. This is not enough. Here are a few examples:
The products on the product are in the high-priced instant noodle market controlled by Master Kong and Uni-President. The taste of the product has always been the main selling point and advantage, that is, the aspect of the product “realâ€. If Jinlangang also emphasizes his own taste, it will appear “ In the situation of hard-hitting, the brand strength of Jinmailang at that time was fierce. However, today, Mai Lang will transfer the direction of the attack to the opponent's noodle. The opponent's noodles are not refined and not resistant to bubbles. This is the weakness of the opponent's products. It is the "virtual" aspect, attacking the opponent with his own "ballistic surface". Weakness, success in one fell swoop.
Wudao Daochang takes the "fresh food, unhealthy" of other instant noodles as the "virtual" position, and then "takes the advantage of the virtual", which is correct in thinking, but unfortunately there are problems in the method, and it is regrettable.
When planning a health wine, the joint effect planning organization avoids the publicity of the anti-fatigue, aphrodisiac and other functions of the mainstream health wine, and adopts the new function appeal of “solving the lack of fastnessâ€, which is also the “avoiding the virtual reality†in the positioning. "The embodiment of thought.
The channel's evasive smuggling in the "two music" rule of the cola market, Wahaha found that the market is not a piece of iron, although the first and second markets are firmly occupied by "two music", but in the broader three-tier market, its market foundation and It is not strong. This is the place where “two music†is “virtual†on the channel. Very cola avoids the first-class cities, and the target is directed at the third-tier market, finding a development space for itself.
The promotion of the smuggling of the Shu Shulei shampoo just had to compete with the powerful rival of P&G.
In the face of P&G's overwhelming TV commercials, Shu Lei is undoubtedly the leader if he puts limited funds into the advertising campaign. Through the analysis of P&G, it was found that P&G's aerial propaganda was very strong, but in front of the shelves of the store – the frontier of the battle for the end of the customer was weak, so Shu Lei concentrated most of the marketing resources in the store, with the terminal Personnel promotion, buyout shelves, three-dimensional packaging of the store, and other means, the terminal interception of P&G, and finally achieved rapid growth.
For Shu Lei's provocation, P&G will certainly not sit idly by. In P&G's view, although the Silk Group and its subsidiary Shu Lei accounted for their own short-term short-term, but the overall strength is still not comparable with their own, in the market investment is unable to fight the war of consumption, this is Shu Lei's " "Virtual", so P&G still maintains a high-density TV commercial on the one hand, and increases its investment in the terminal on the other hand, and competes with Shu Lei to expand the terminal, and splits in the air and ground on the two fronts. The development momentum of shampoos such as Shu Lei and the subsequent wind shadows.
Similar examples are too numerous to mention.
In the current competitive environment, we must compare the resources of ourselves and our opponents repeatedly before making every marketing decision for our customers. The purpose is to hope to be more effective in “avoiding the virtual realityâ€. The joint planner believes that this idea should be the basic principle of action for all marketers.