In the business war, a small batch of goods is put on the market first, and after seeking the opinions of customers and merchants, depending on the market situation, skillfully arranging production and sales, you can receive greater benefits at a small price.

Starting from market research, it is a necessary step for businesses to observe the saturation and demand of products, dense and sparse, high-quality and mediocre, advanced and backward, expensive and cheap, sufficient and shortage, well-known and unknown, flexible and rigid, trendy and old-fashioned. With the above information, you can position your own products and determine the mainstream of services according to your needs.

□ the temptation of profit and inducement of business war is invincible

In the business war, "profit and temptation" is the magic weapon for winning the business war. As the saying goes, "no profit can't be early", which is exactly the truth.

Customers are the main body of business activities, and customer preferences are multifaceted.

1. Realistic psychology. Practical and convenient, emphasizing the quality and practical utility of the goods, emphasizing applicability, durability, ease of use, and good after-sales service.

2. Seek safety psychology. It is required to ensure safety when using, especially medicines, washing, hygiene, electrical appliances, transportation, etc.

3. Seeking honesty. That is, the psychology of price selection, which requires affordability, good quality and low price.

4. Novelty mentality. Pursue the fashion and novelty of goods, and make new appearances, varieties, styles, and styles.

5. Beauty-loving psychology. It is conducive to beautifying people's lives, and it is a very different commodity.

6. Admiring psychology. Love brand-name products and convince brand-name goods.

7. Psychology of emulation. Maintain the same trend with others for consumer durables, and buy similar products that others already own.

8. Fluke mentality. Driven by greedy thinking, they want to spend a small amount of money to make a big profit. For example, there are cars, motorcycles, color TVs, etc.

The psychological motivation of consumers to buy has a great impact on the operation of producers and sellers. Managers should study these and use strategies to attract more customers in order to meet customer requirements and be welcomed by them, so as to improve their competitiveness.

There is a Plus company in Japan, which specializes in paper, stationery, pushpins, paper clips, rulers and other small cultural and educational items. Began to run sluggishly, on the verge of bankruptcy and bankruptcy. After carefully observing and analyzing the shoppers, I found that the buyers came to buy, not only to buy pieces, but to buy three or five pieces at the same time, so I came up with a novel business idea——

Stationery combination, stationery and scissors, scotch tape, small tape, plastic ruler, small staple machine, synthetic paste, etc., into a delicately designed, lightweight and easy-to-carry box, the box is printed with bright colors and vivid pictures. This transformation is actually on the box of the packaging. Because it caters to the needs of primary and secondary school students, it has also been widely welcomed by employees from all walks of life. So once it was launched, it quickly became a hot product. In its first year on the market, more than 3 million boxes were sold. Achieved an unexpectedly large profit. Later, it was improved, developed to high-grade and three-dimensional, and installed electronic watches, thermometers, etc., to make it more perfect, more exquisite and diversified in appearance, making it popular all over the world, and Plath became a famous brand business.

The key lies in the careful study of the consumer's purchase psychology, careful analysis, putting oneself in the customer's corner, thinking about what the customer thinks, seeking what the customer wants, so as to pursue marketable products, and explore the best business mode and service mode to meet the needs of all kinds of customers.

Only in this way will the business war be invincible.

□ "shape man" strategy is necessary for business warfare

In business operations, in order to conquer customers, we should truly understand the needs of customers, which is also a "human" problem. When you are ready to launch a new product, successful entrepreneurs know that it is best to go to the market to understand the consumer's opinion, and if the customer appreciates the product, you can lose no time in putting it into production;

If customers are still hesitant to wait and see, you might as well wait for a while, and don't blindly start a backlog of products. This is done by "forming people" to find out what customers think.

Since the 80s of the 20th century, domestic automatic washing machines have been asked by many manufacturers. Hangzhou Washing Machine Factory is also eager to try. Before determining whether to produce and how many washing machines to produce, the sales department of the factory went to many stores to conduct on-site "adjustments". In a professional household appliance store, more than a dozen samples of fully automatic, semi-automatic, single-cylinder, double-cylinder, imported and domestic washing machines are lined up one after another, and customers are crowded here, each commenting. This one said: "The price of automatic is expensive, 1328 yuan!" Buy a twin-cylinder machine, and you can buy a dual-card recorder!

If you can buy two things, you can only buy one, which is not worth it. That said: "Now the automation product technology is not up to par, the more automated things are easier to break, it is better to buy a pair first, and wait for a few years after the technology is passed, and then we will update." "Other stores, also got sample information. As a result, Hangzhou Washing Machine Factory made a decisive decision: the automatic washing machine was temporarily launched. However, we still concentrate manpower on tackling key problems, strive to reduce costs, and improve technology. Hangzhou washing machine this decision, from other competitors of the "shape", they continue to develop automatic washing machines while doing a good job in the production of double-cylinder washing machines, to ensure the quantity and efficiency, to avoid the blind automatic washing machine brought by the difficulties.

Hangzhou washing machine with the "shape of people" strategy, to achieve its own interests. It proves the importance of the "shape man" strategy, which is necessary for business warfare.

□ to retreat as a flexible business

In order to seek long-term or greater benefits, temporarily give up the immediate small profits, that is, "retreat as advance", only in this way flexible operation, in order to gallop freely in the business sea.

In order to bring one of the series of low-calorie frozen foods "lean cooked meat" into the Western European market, Nestlé did not hesitate to pay high prices to import most of the raw materials from Canada, and had to pay high tariffs, which is "walking". One of the raw materials, California-style flower stem blue, could not be bought in the European market, so Nestlé hired farmers to plant it in Spain, and even "left". The manager of the company said that in order to make the "lean cooked meat" gain a foothold on the other side of the Great West, the company would rather endure 4 years of serious losses, which is difficult to "go".

In 1985, "lean cooked meat" entered the first stop in Europe, the British market, which suited the British taste and was very popular despite the higher price. In 1989, sales were $100 million, and the profits were considerable. Nestlé now owns 33% of the frozen food market in the UK and sells well in other European markets – to the point of "walking".

The stainless steel products produced by Changshu Stainless Steel Products Factory in Jiangsu Province are modern high-end raw products, which have been popular in Europe and the United States, but have just emerged in China, and the current sales demand is 70% of the production capacity. If an enterprise opens up the international market, although it is conducive to industrial production, the profit is relatively thin. The factory weighed the pros and cons and decided to make immediate concessions ("go"), spend money to buy opportunities, and create a better future. The factory adopts modern production and management methods, and the product quality is constantly improving, so that the enterprise has won valuable development opportunities and leading positions in the industry on both the export and import sides.

In business negotiations, the strategy of "going is the best policy" can be adopted to coerce the other party to make concessions by withdrawing from the negotiation. In business negotiations, sometimes the terms of the two parties are equal, and the negotiation is successful. And sometimes the other party's asking price is too high, and the conditions are harsh, making it difficult for the other party to accept. At this time, if you continue to entangle endlessly, it is bound to become more rigid and unfinished. However, if the Chinese side suspends the negotiations and withdraws and "leaves," it can find a new way to resolve the deadlock. On the one hand, retreating halfway can end the endless entanglement in the negotiation and allow both parties to consider the problem calmly; On the other hand, if the other party is harsh and feels that if he does not agree to certain conditions, he will not be able to achieve his goal, and he will accept some of his own conditions for his own self-interest.

Implementing the strategy of "retreating into advancing" will increase the room for maneuver and ultimately obtain the maximum benefits.

□ to make a real attack on the small cloth sellers

As long as you can lead the market trend, you can occupy a place in the market.

Lu Huade, the general manager of Baihua Company in the United States, can be called the day of sales.

Before Lu Huade was a small cloth seller and had not yet joined the Baihua Company, an incident happened that showed his talent very well.

One day, Sayer, the owner of Baihua, came home and saw his wife buying a new piece of cloth. Saya was unhappy and said, "This kind of fabric is available in our own store, but it has not been sold since it was launched this year, so why are you buying it!" ”

The wife replied willfully: "Although the material is not too good, the color is very flowing." The cloth seller told me that this color would be the best at this year's state fair, and that celebrities like Mrs. Riel and Mrs. Taj would be wearing it at this year's fair. The cloth dealer told me only one person and told me not to leak the news. ”

That cloth dealer was the clever Luward.

Sure enough, on the day of the garden party, among the women in the audience, only the two noble ladies and a few women wore those colorful clothes. Mrs. Saya was also one of them, and she was really happy and out of the limelight. At the end of the tour, many women were holding notices that read: The new fabric worn by Mrs. Riel and Mrs. Taj is available at our store.

This was Luward's plan; He understands the psychology of women's swarms, and as long as he can get women to wear his fabrics, then he has the initiative in the market. Because this lady is a local fashion guide, as long as they wear it, other women will follow suit, and his fabric will become a sought-after item. Before the garden party began, he bought the fabric back to the store in large quantities.

The day after the end of the tour, Luward's shop was crowded with people, scrambling to buy them. Luward further resorted to scarcity tactics to stir up the desire to buy, and he posted a large piece of paper in front of the door: the clothes are sold out, and they will be available tomorrow. Those who rushed to buy it could not buy it the next day, and many of them paid a fixed amount in advance.

This is how Luward used a clever plan to grasp the market initiative and avoid just responding to the market passively. His talent was recognized by Baihua, and in the 10 years that Luward joined, Baihua's turnover increased by 600 times. The reason for its success lies in the fact that Luther was the master of the market.

As far as the general leader is concerned, what the market needs, what the customer needs, lead the production, what sells. But Lu Huade is the opposite, he always has the initiative in the market, so he is out of the limelight.

□ seizing business opportunities, Trump showed his skills

If you capture business opportunities at the right time according to changes in the market, you will be able to achieve business success.

Trump, the real estate tycoon in the United States, was born into a family of building contractors.

When Trump was 13 years old, he was sent to military school by his father. After graduating from military school, he went to Ford University. After two years in college, he decided that Horton School of Finance was a must-visit place if he wanted to succeed, so he switched to business.

Since then, he has longed for Manhattan, which is the richest district in New York, and where large multinational corporations and big banks are located, are on Wall Street.

In 1971, three years after graduating from college, Trump rented an apartment in Manhattan. This is a small apartment facing the water tank of the adjacent building, and the interior is small and dim. Still, he loved it.

As a result of the move, Trump has become much more familiar with Manhattan. The way he goes shopping is very special, he deliberately knows all the real estate here. He's young, ambitious, and full of energy, and he's going to make a big difference here.

Since moving to Manhattan, Mr. Trump has met many people, broadened his horizons, and learned a lot about real estate, but still hasn't found anything he can afford and afford.

So he was slow to hold his ground. By 1973, things had suddenly taken a turn for the worse in Manhattan. By inflation, construction costs skyrocketed. The bigger problem is New York City itself, and the city's business has risen to the point of worry. People are so terrified that they can trust the city. This environment is not conducive to new real estate developments. Trump has a heart for the future of New York City, but not so much that he can't sleep all night, he's an optimist. He saw the city's predicament, and that was his chance to shine. He believes that the best place to live in Manhattan is the center of the world. New York will change forever in the short term, no matter what difficulties it may have, and he has no doubt that no other city will be able to replace New York.

For several years, Mr. Trump had been caught in a sprawling, deserted railroad square by the Hudson River. Every time he drove along the highway along the riverfront on the west bank, he imagined what he could build there. But when the city was in financial crisis, it didn't think about developing the massive 100-acre estate. At the time, people thought of the West Riverside as a dangerous place. Still, Trump believes that it is not difficult to make a full change, and it is only a matter of time before people discover its value.

In 1973, Mr. Trump stumbled upon a bankruptcy advertisement in a newspaper about a man named Victor who was in charge of selling assets in an abandoned plaza. He then called Victor and said he wanted to buy the plaza on 60th Street.

Although the matter of the square was not implemented in the end, Victor provided another piece of information: the hotel named Mordor had been in a dilapidated state due to poor management and had been losing money for many years. But Lamp saw that thousands of people commute to and from the subway station every day, and it was definitely a first-class location.

Mr. Trump told his father about buying a restaurant. The father was surprised to hear that his son was going to buy the shabby restaurant in the city, because many shrewd real estate dealers thought it was a loss-making deal. Trump, of course, knows that, too. But he played some high-level tricks. On the one hand, he convinced the seller that he would buy it, but he delayed paying for it. He tried to stall as much as he could, trying to persuade an experienced restaurateur to seek a loan together. He also had to get the city officials to make an exception for him to give him a full tax break.

When everything was in order, Trump finally bought the Commodore Hotel, invested in the renovation, and renamed it the Haite Hotel. The newly renovated hotel is magnificent, with a rich brown marble façade, beautiful brass pillars and balustrades, and a glass palace restaurant built on the roof. Its porch is very distinctive and has become a place that everyone wants to visit. The Haite Hotel opened in September 1980 and has a large number of customers, making a total profit of more than $30 million a year. Mr. Trump owns 50 percent of the hotel.

Mr. Trump was not satisfied, and his eyes fell on an 11-story building in the bustling section of Manhattan. From the time he moved into Manhattan in 1971 and shopped there, he fell in love with it, and it was a prime location in real estate. If a skyscraper were to be built on this location, it would become the largest real estate that is unique in New York City.

Through his investigation, Mr. Trump learned that the 11-story building belonged to the Bonwitt store, but the land below belonged to a real estate developer named Jack. Trump went to Jack first. Jay is a shrewd man, but he's not a New Yorker, so he doesn't know the true price of the land, and he doesn't understand how anyone can still fight for it in a bad economy. After several rounds of grueling negotiations, Tep eventually bought the 11-story building and the land underneath for $25 million.

Trump decided to tear down the old building and build a 68-story tower, named the Tepp Building. He struggled to get approval from the City Planning Commission. In 1980, the Bank of Manhattan agreed to provide a loan for Trump to build the building. Mr. Trump contracted the entire work to HRH Construction and assigned Barbara, a 33-year-old senior female aide, to oversee the construction. Barbara showed her talent when she was renovating the Hotel Commodore.

When the demolition of the old building began, the New York Times ran large photographs of the carvings at the entrance and published numerous articles saying that Mr. Trump was only interested in making money and destroying art and artifacts. Although the arts and antiquities administration did not intervene, Mr. Trump later regretted that he should not have destroyed the sculptures. Surprisingly, the uproar helped Trump sell the building.

Trump Tower has been erected, and it is both magnificent and very original. The waterfall that comes down the east wall in the porch alone is 80 feet high and costs 2 million yuan. From the 30th to the 68th floors are apartment rooms, and you can see Central Park to the north, the Jiute River to the east, the Statue of Liberty to the south, and Hudson to the west. The building's distinctive zigzag design allows for fewer views from both sides of the main rooms of all unit homes.

Needless to say, Trump Tower is where rich people live. Each unit is priced from $1 million to $5 million. Trump's propaganda campaign has attracted many movie stars and celebrities to buy houses. More than half of the house was sold before it was completed, and the money went into Trump's pocket. Trump Tower has a total of 263 residential units, and he himself left more than 10 units not for sale, and lived in the top floor of his own house. It took them nearly two years to renovate, and Mr. Trump proudly said there was no apartment in the world like it.

But he didn't stop there. He also invested in resorts, amusement parks, and established the Gulf West Entertainment Group. His wife, Ivana, did a great job too. Trump's Castle, which she personally manages, is the most profitable of Atlantic City's 12 amusement parks and the most profitable hotel in the city, earning $76.8 million in just three months. Trump also produces the Cadillac sedan that bears his name. This Tran broke into Manhattan, and in just a dozen years, he went from a hairy young man to a well-known rich man.

Trump's timely grasp of business opportunities has provided a guarantee for his rise in the real estate industry.