Thick black school

Chapter 90
But in December 1976, the Soviet Union unexpectedly invited the heads of the three broadcasting companies to Moscow, announcing that all the previous talks were just for each of them to qualify for the right to negotiate in the final stage, and now the three companies must make new bids.The three companies were very annoyed by this, and they collectively withdrew from the negotiations and returned to China to threaten the Soviet Union.Unexpectedly, the Soviet Union raised the Saudi Arabia Company as the fourth negotiating opponent.This company is not well-known all over the world, and handing over the Olympic broadcast rights to such a company is tantamount to ridiculing the three big companies in the United States.The Soviets then used Sattella to convince Lothar to reconnect with NBC.After repeated persuasion and negotiation by Lothar, the NBC Broadcasting Network finally bought the rights to broadcast the Moscow Olympic Games for US$12 million, and Lothar himself received about US$8700 million in remuneration from NBC.

In fact, the former Soviet Union never took the original high asking price of 2100 million US dollars seriously. They originally planned to sell the broadcasting rights for 6000 million to 7000 million US dollars.When NBC learned of this situation, it was too late to regret.

The former Soviets achieved great success in this negotiation. The reasons for their success are as follows: First, they adopted a tough negotiating attitude.Because only Moscow hosts the Olympic Games, and no other country competes with it.Moreover, the broadcasting companies know very well that obtaining the Olympic broadcasting rights will bring them huge economic and social benefits, so they will inevitably compete for the broadcasting rights.Moscow took advantage of this and won.Second, effective use of manufacturing competition tactics.When Moscow reached an agreement with the chairman of CBS for the first time, it roughly figured out the price that the other party could accept, so it used excuses to overturn the agreement, re-quote, and successfully dealt with several companies, bargaining and forcing the other party to make new concessions.

"Take advantage of the fire to rob and reap the benefits" is always the most effective strategy and technique in business competition.When there is a strong opponent on one side of the competition, the strength of its competition will be greatly weakened.Therefore, a competitive situation with the other side should be consciously created and maintained.Sometimes, the other party does not actually have a competitor, but can cleverly create a false appearance to confuse the other party, in order to force the other party to make concessions and reap the benefits.

Thick Black New Mysteries

"Watch the fire from the other side and reap the benefits" means that in many cases, when many pioneers fight each other for the market, if you intend to enter this market, then your best choice should be "sit on the mountain and watch the tiger fight" , When they are all defeated, you will come to clean up the mess and reap the benefits.There are two essentials in the use of this strategy: one is to truly "cross the shore" and "sit on the mountain". When the time is not up, don't "cross the shore" to prevent being burned by the "fire". All you have to do is be patient "Sit and watch" and actively prepare for the battle.The second is to try to control the situation.Either push the waves and make them lose their vitality; or help the weak attack the strong, weaken the strength of the strong, and clear the way for their own entry; Make yourself less of a competitor.

Playing hard to get, giving up children to trap wolves
[Zongwu Mantra] Thicken your face and hide your secrets. You can be sideways or sideways, but always think about the benefits you want.Once the time is right, act decisively.

In the animal kingdom, the wolf is not the most powerful animal, but it can defeat its stronger opponents because it knows how to use some strategies that can kill the enemy.When the opponent it encounters is very strong, it will use the strategy of retreating to advance and playing hard to get to defeat the opponent. They know that if they want to defeat a powerful enemy, they must first confuse the opponent, and know how to use some tricks to make the enemy consume a certain amount of energy. So as to achieve the goal of defeating the enemy.

Houheixue believes that in the market competition, if an operator does not know the strategy of retreating and playing hard to get, and does not stop when it is time to stop, the opponent will find the clues of each other's competition and hit a wall in the blind progress.On the contrary, when the market of your products is weak and it is difficult to sell, when you are far from your competitors in terms of strength and it is difficult to defeat them, you may wish to adopt a step-back strategy and make progress by retreating. Blindly aggressive to achieve greater results.Playing hard to get is an important strategy in modern business warfare.

The ancient Chinese fought hard and knew the meaning of playing hard to get. The idiom "poor bandits don't chase after" illustrates this point.The general idea is to say that if you push the enemy into a hurry, it will concentrate all its strength and fight back desperately, fighting you to the death and breaking the net, and both sides will suffer.Therefore, it is better to adopt the method of playing hard to get, temporarily relax one step, so that the enemy loses vigilance, relaxes the fighting spirit, and then waits for the opportunity to annihilate the enemy.Zhuge Liang's seven captures of Meng Huo is a wonderful example of "playing hard to get" in military history.

After the establishment of the Shu Han, a plan for the Northern Expedition was made.At that time, Meng Huo, chief of the Southwest Yi, led an army of [-] to invade Shu.In order to solve the worries of the Northern Expedition, Zhuge Liang decided to lead his troops to pacify Menghuo first.The main force of the Shu army arrived near Lushui (now Jinsha River), lured the enemy into battle, and laid an ambush in the valley beforehand. Meng Huo was lured into the ambush circle, defeated and captured.

Ordinarily, the goal of capturing the enemy's commander-in-chief has been achieved, and the enemy's combat effectiveness will not be strong for a while.However, Zhuge Liang considered that Meng Huo had a high prestige and great influence among the Southwestern Yi. If he could be convinced and take the initiative to surrender, the south could be truly stabilized.Otherwise, the various tribes of the southern barbarians would not stop invading, and the rear would be difficult to stabilize.

Zhuge Liang decided to take a "heart attack" war against Meng Huo and resolutely release Meng Huo.Meng Huo said that he would beat you next time, but Zhuge smiled and did not answer.Meng Huo returned to his camp, dragged away all the boats, and guarded the south bank of the Lu River to prevent the army of Shu from crossing the river.Taking advantage of the enemy's unpreparedness, Zhuge Liang sneaked across the river from the enemy's undefended downstream and attacked Meng Huo's granary.Meng Huo was furious and wanted to punish the soldiers severely, arousing their resistance, so they agreed to surrender, and took advantage of Meng Huo's unpreparedness and kidnapped him to the Shu camp.Seeing that Meng Huo still refused to accept, Zhuge Liang released him again.After that, Meng Huo tried many tricks, but Zhuge Liang saw through them all. He was captured four times and released four times.For the last time, Zhuge Liang burned Meng Huo's rattan armored soldiers, and captured Meng Huo alive for the seventh time.Meng Huo was finally moved. He sincerely thanked Zhuge Liang for his seven times of not killing him, and vowed never to turn against him again.From then on, the southwest of Shu was stable, and Zhuge Liang was able to send troops to the north.

Zhuge Liang's seven arrests and seven arrests of Meng Huo were by no means emotional. His ultimate goal was to use Meng Huo's influence politically to stabilize the south and take the opportunity to expand his territory on the territory.In military strategy, there are two words "changing" and "changing".It is not routine to release the enemy's commander-in-chief.Under normal circumstances, if you catch the enemy, you should not let it go easily, so as to avoid future troubles.However, Zhuge Liang judged the situation, adopted a strategy of attacking the heart, captured seven times and moved seven times, taking the initiative in his own hands, and finally achieved his goal.

As with war, so with commercial competition.Some competitors are eager for quick success and can do whatever they can for immediate benefits.But eagerness for success can only bring about small profits. Doing business must be based on the present, look to the future, and take a long-term view to catch big fish.Sometimes if you want to get something first, you have to lose it first. If you let a duck go, you will get a phoenix.This is the way to win in the business war.

The U.S. Steel Company is a giant enterprise formed in 1901 by the merger of three steel companies. In the 20s, the company was the largest steel company in the world.In the 50s, Japanese steel companies had the upper hand and took away the US Steel Company's leading position in the world steel industry, and the US Steel Company ranked second.

After David Roderick became the chairman of the United States Steel Corporation, in order to get out of the predicament, he adopted a strategy of retreating: first reduce the size of the company, and then seek new development.Since 1980, Roderick has closed a total of 150 factories, reduced steelmaking production capacity by 30%, eliminated 54% of employees, and laid off 10 workers.At the same time, he sold assets such as the company's large forest lands, cement plants, coal mines and building material supply plants, obtaining nearly $20 billion in operating funds.Afterwards, Roderick, together with relevant personnel of the company, conducted research on several large American companies, and finally bought an oil company at a price of US$50 billion.Although the nature of an oil company is completely different from that of a steel company, the purpose of Roderick's move is to expand the company's business scope, and to expand a new development path for the company in case of accidents.Sure enough, when the most sluggish storm in the western steel industry hit the United States, U.S. Steel was not only not affected by the wave of bankruptcies of some steel companies, but also, because the company opened up the oil business, under the background of facing a difficult environment, the company also developed. In the first quarter of 1985, the turnover reached US$45 billion, and the turnover of oil and gas alone was US$25 billion, with a profit of US$3 million.U.S. Steel Corporation began to revive the glory of the year.

Endure it for a while, then turn around.Both the Ford Company of the United States and the Unilife Company of the United Kingdom remained calm in the face of danger, weathered the storm smoothly, and ushered in new opportunities with a calm mind.

The strategy of playing hard to get requires exchanging superficial or temporary losses or losses for substantial profits or future market possession.A successful businessman should have a strategic vision, in order to earn more profits, implement the strategy of playing hard to get, so as to achieve a higher goal as soon as possible.

In old Shanghai in the 20s, there were two taxi companies, one was the powerful American "Yunfei" company, and the other was the "Xiangsheng" company run by Zhou Xiangsheng, a weak Chinese boss.

Facing the menacing "Yunfei" company, Zhou Xiangsheng knew very well that the best solution can only be outsmarted, not reckless.So he adopted a roundabout strategy: in the open, he continued to run around in major restaurants and theaters to solicit business; in the dark, he was exhaustively studying the breakthroughs of competition. "Yunfei" company at first dismissed "Xiangsheng" company's practice of soliciting business, until it saw the eye-catching "Xiangsheng phone number 40000" advertisement on the "Xiangsheng" cars running all over the street, it realized something was wrong. It was too late, and the "Xiangsheng" company seized the dominance of the taxi market in Shanghai.

Enterprises adopt various methods to confuse and "fool" competitors, so that competitors become paralyzed and relax their defenses. At this time, enterprises take the opportunity to attack, and the probability of winning the competition is very high.

In the early 20s, Harrell in the United States developed a spray-type cleanser "Prescription 60", which quickly occupied the market and became a bestseller.At this time, Poquette Gamble Household Goods Co., Ltd., which is rich and powerful and respected by its peers, finds that "Prescription 409" is profitable, and plans to launch a new trial-manufactured similar product "Novelty".

After getting the information, Harrell adopted the tactic of playing hard to get, notifying the chain stores all over the place to stop selling "Prescription 409" and completely withdraw from the market.This brings inconvenience to customers and complains endlessly.At this time, "Novelty" came into the market, and those customers who were troubled by not being able to buy "Prescription 409" tried it with an emergency attitude. The first batch of "Novelty" was sold out, and the supply was still in short supply!

Fascinated by the vision before them, Poquette Gamble decided to mass-produce the "novelty".Harrell & Company decided the time had come and decided to fight back.So all the "prescription 409" dealerships have posted eye-catching advertisements "special offer for sale" of "prescription 409" in large packages.Because of the large package and low price, customers snapped it up, enough for them to use it for half a year. That is to say, Harrell Company preemptively monopolized the market for half a year. As a result, there were very few "novelty" buyers, and the goods were piled up, and finally withdrew from the consumer market.

The same is true of the famous cola war in the business world.

In January 1985, on the eve of the 1th anniversary of the birth of Coca-Cola, the Coca-Cola Company suddenly announced a change to the old formula that had been used for 99 years.The launch of the new formula of Coca-Cola caused an uproar in the market, and consumers protested. The company received more than 1500 protest calls and countless protest letters every day.

This time Coke broke the boss of Pepsi, thinking that this was the opponent's biggest failure.In order to show the victory of Pepsi-Cola, the company decided to take a day off for its employees. Pepsi-Cola, which has been at a disadvantage for decades, decided to make a comeback this time.They made an elaborate 30-second TV commercial: a young girl said to the consumer, "Can someone tell me why Coca-Cola changed the formula?" Then she opened a bottle of Pepsi, took a sip and said, "Well, I see. "

Just when PepsiCo was overjoyed, Coca-Cola suddenly announced: In order to respect the opinions of old customers, it decided to resume the production of the old formula Coca-Cola and renamed it "Classic Coca-Cola".At the same time, considering the new needs of consumers, new formulas continue to be produced.The news came out that regular customers drank the old brand of Coke and new customers drank the new Coke. The sales volume increased by 8%, once again beating the competition.

Now companies should learn how to play hard to get to stabilize their position in the market.In business wars, "playing hard to get" is a kind of psychological attack, which is mostly used in business negotiations.In negotiations, if a merchant wants to "manipulate" the enemy, he must grasp the other party's psychology so that he will not lose control of himself.Many merchants use this tactic to gain profits from their negotiating opponents.

At the end of the 19th century, the United States used this strategy to obtain the right to build the Panama Canal.

At that time, a French company signed a contract with Colombia: to dig a canal connecting the Atlantic Ocean and the Pacific Ocean in the Panama Province of Colombia (Panama was not yet independent at the time).The chief engineer in charge of this project is the Frenchman Lesseps, who is famous all over the world for digging the Suez Canal.With past successful experience, he thought it would be easy to complete this task.But the project ran into trouble from the beginning, the project progressed slowly, and the company was short of funds.To this end, the French company intends to sell the Canal Company - a company set up specifically to build the canal.

The United States was very happy after learning of this situation, and decided to buy the Canal Company and obtain the right to build the Panama Canal.In fact, the United States had the intention of digging the Panama Canal at the beginning, but gave up because France started too quickly.The agent of the French company, Brillo, visited the United States and proposed to sell the canal company at a price of 4000 million US dollars.Although the United States has long been interested in the canal company, it does not seem enthusiastic on the surface.The U.S. Channel and Canal Commission also submitted a survey report, proving that it is more economical to open a canal in Nicaragua.Brillo looked at the report and was very anxious: If the United States did not open the canal in Panama, wouldn't France not be able to get a penny back?So he immediately stated that France is willing to sell at a reduced price, as long as it is 6000 million.As a result, the United States bought the canal company at this price, saving [-] million US dollars at once.

After buying the company, the United States once again threatened to open a canal in Nicaragua and demanded to "lease" the Panama Canal at a low price.Sure enough, the Colombian government was also worried that the Americans would cause losses if they did not build the canal, and immediately ordered its ambassador to the United States to sign an agreement with the U.S. government: agreeing to lease a 1000-kilometer area on both sides of the canal to the United States for a long-term , the United States pays Colombia an additional $4.8 per year.This "Lease" agreement later brought huge economic benefits to the United States.

Because of grasping the psychology of the other party, they dared to play hard to get in the negotiations, retreated and made progress, and abandoned openly and stealthily. The United States has reaped a lot of benefits from France and Colombia.

The competition of modern enterprises is like a military war. Although there are no swords and swords, it is also thrilling.Entrepreneurs are like military strategists, they must be brave and resourceful in order to defeat the enemy.Every wrong decision made by the business operator may be squeezed out of the competition, leading to the decline of the business, or even bankruptcy.Therefore, modern entrepreneurs should be able to assess the situation, base themselves on reality, predict the future, make strategic decisions, and win by surprise. Only in this way can enterprises remain invincible in the fierce competition, continue to develop, and last forever.To do this, we must seriously study the strategy of market competition with a scientific attitude.

Competition is a contest of strength and wisdom.The higher the level of the leader, the more he must rely on wisdom to win.Facing the ruthless competition of domestic and foreign markets surrounded by powerful enemies, operators must use their wisdom to develop unique corporate tactics under limited conditions for the survival and development of the enterprise.

Thick Black New Mysteries

There is a famous saying in ancient China: "If you want to catch, you must first attack, if you want to be anxious, you will slow down, and wait for the slack to strike, and there will be no one who is invincible." This passage means that if you want to take the initiative, you must use more scheming and skillful handling. Gain and loss, big and small, inside and outside, out and in, first and later to prove the relationship, first give up the immediate and vested interests, let the opponent relax his vigilance, and then act wisely and step by step, just like the saying goes : "Give up your child to trap the wolf." Houhei Xueshang Zhanjing pointed out that under the premise that the opponent is strong and the other side is weak, if you want to win, you must have an idea of ​​"underestimating the enemy" and an idea of ​​"indulging the enemy" more than the opponent. Eyes of mind means temporarily satisfying the opponent's pride and complacency and eagerness to win, deliberately revealing flaws, arrogance of ambition, and sending troops by surprise when the opponent is forgetting about it, to take advantage of it.

(End of this chapter)