"Ah Hao, why don't you speak?" Su Qi'er saw that Sun Hao was deep in thought and said with a smile.

"I don't know what to say, hey, didn't you say there was a press conference today? What time? Sun Hao asked.

Su Qi'er looked at her watch and said, "Ouch, chatting and chatting, I almost forgot about it, it's almost time, or let's go over now?" ”

Sun Hao smiled when he heard this, got up and followed Su Qier out of the building, got into her car, and soon, the car drove out of the real estate community developed by Sun's Group. Sun Hao looked at Su Qi'er's skillful driving skills and couldn't help asking, "Su Qi'er, I don't understand, what are you doing at this press conference?" ”

"Ah Hao, I don't know if you know much about judo." Su Qi'er said with a smile.

Sun Hao shook his head and said, "I don't understand." ”

"Some time ago, I took an EMBA class, and the teacher analyzed the judo strategy with us, which I think is quite practical, and I will share it with you: judo strategy avoids the head-to-head competition with the first strong players, and takes advantage of their weaknesses that are difficult to quickly change strategies, and relies on speed, flexibility and creativity to win. It's like competition in the market, where there are many small companies that use judo strategies to defuse each other's advantages and win the market when they encounter large companies.

Why do some companies beat strong competitors and others cannot? This is a problem that every enterprising business encounters. Whether you're a start-up or you're entering a giant company in a market already dominated by powerful first-movers, the basic question is the same: How will you outperform your rivals who already have the size, strength, and history?

The answer is simple but powerful: the successful challenger employs the so-called "judo strategy" and avoids all-out competition from his opponent. Judo strategy eschews head-to-head battles with the first strong players, exploiting their weaknesses in the difficulty of quickly changing their strategies, and relying on speed, agility, and creativity to win. Moving and balancing levers are the three principles of judo strategy, and the most important is the balance strategy.

At the beginning of judo, each contestant wants to grab the opponent's collar or sleeve in order to throw the opponent off balance. At the same time, the opponent will follow a simple but counterintuitive principle: apply force in the same direction as the opponent and not the opposite, and take advantage of the situation to throw the opponent off balance. A judo master knows how to use his strength to maintain his balance.

A balancing strategy can help small companies gain an upper hand when they encounter larger companies. Tong guò "catch the opponent", experienced judo strategists will look for opportunities to weaken the opponent's ability and desire to attack; If that doesn't work, avoid head-to-head confrontation to minimize the impact of your opponent's attacks. "Push-pull checks and balances" change the opponent's attack momentum, so that it is directed against the opponent and goes further on itself. Finally, by mastering the Protective Technique, you will be able to maintain your balance even if you sometimes have to face temporary failures.

Catch the opponent

Existing competitors are a big challenge, and when the resources of the opponents are far superior to their own, the severity of the problem will be doubled. However, if you have to go head-to-head with your opponent, then it's better to "catch the opponent". Think about what you want from someone else, and then decide what to grab - long before your opponent thinks about how to deal with you, of course.

Grabbing an opponent can help achieve multiple objectives. The sooner you catch your opponents, the better you'll be able to get a head start on the competition and even beat them without having to engage them. Plus, you'll be able to limit the maneuver of your existing or potential opponents and benefit from the price they pay. Both of these can weaken the opponent's attacking power. There are many, too many examples of this. The case where Microsoft seized on Apple computers to work with it is typical. In the mid-80s of the 20th century, micro-iSoftComm cooperated with Apple to carry Macintosh applications, becoming the most important software provider of Apple and taking a big initiative in the bargain.

There are many ways to catch your opponent, and if you want to avoid future wars, you can use your success to form partnerships, joint ventures, or equity deals with the opposing side; If you want to limit the other person's options and weaken the other person's incentive to develop their own abilities, offer them a product or service. In many cases, the seizure of opponents refers to what is known in strategic terms as "co-opetition": competition and cooperation coexist at the same time. However, it is important to keep in mind that the real purpose of this technique is not to achieve a win-win situation for all parties, but to defend and strengthen one's competitive position. Sukier explained as she drove the car.

"Su Qi'er, what you said is too theoretical, and you still don't get to the point, you must know that what I am most concerned about now is how we can win in the fierce competition between the Sun Group and the Wu Group! It's not the broken theories that your EMBA instructor told you! ”

After listening to Sun Hao's words, Su Qi'er shook her head and said, "Dear Chairman Sun, if you only know the way to solve the problem, but you can't rise to the theory, this is a brute action; Only technology armed with theory can last! ”

"Okay, okay, I was wrong, please advise."

"I don't dare to give advice, but I just share it with you. Judging from the current situation, the competition between Sun's Group and Wu's Group is at a disadvantage, and in terms of our Sun's Group's real estate project in Jingbei City, it is completely in a passive position. Therefore, we have always taken defensive measures, and the more defensive we are, the more people feel that the Sun Group is not good, and the Sun Group is going to be finished. From today onwards, we have to change this strategy, from low-key defense to high-profile offense, and let the Wu Group feel the strength of our Sun Group, so that they can realize that we are not useless, we have not lost, and we still have very strong strength. ”

Sun Hao nodded and said: "Su Qi'er, I understand what you said, but the most important thing is how can we overcome rigidity with softness like the spirit of judo!" Is a simple press conference enough? ”

"Of course it's not that simple! The press conference is just the beginning, and it is to build momentum for our next series of layouts! Isn't there a truth in the art of war that the soldiers and horses have not moved, and the grain and grass go first? Shopping malls are like battlefields, and in shopping malls where there is no smoke of gunpowder, we should know how to take precautions. ”

"There's a press conference, what are you going to do next?" Sun Hao heard that what Su Qi'er said was becoming more and more reliable, and couldn't help asking.

"Are you so anxious? The secret of heaven must not be revealed, didn't I make a military order with you before? Three months, if I can't revitalize the real estate in Jingbei City of Sun's Group in three months, I will automatically leave, and the most important thing now is that you accompany me to the press conference, and you don't care about the rest! ”