In commodity management, the common phenomenon is: operators only say good about their own goods, not bad; Only report good news, not bad news, that is, the so-called

"Wang Po sells melons and boasts about herself." Over time, people have become disgusted with this kind of boring advertising.

On the contrary, the courage to face the reality and the courage to expose the shortcomings of one's own products in order to win the trust of consumers is a surprisingly successful way to do business.

This kind of business strategy of publicizing the ugliness of the family belongs to referring to the mulberry and scolding Huai, knocking on the side. Of course, managers who dare to use this strategy must have the courage to take a far-sighted view.

Mr. Henry Hawkins, general manager of Henry Food Processing Industries Company in the United States, suddenly discovered from the laboratory identification report that the additives in the food formula they produced were toxic, and although the amount was not large, it was harmful to the body when taken for a long time.

If additives are quietly removed from the formulation, it will affect the freshness of the food. If this situation was announced to the public, it would arouse strong opposition from his peers, but he still resolutely announced it to the public.

His actions really caused an uproar. The bosses of the food processing industry united and fought back against him by all means, accusing him of ulterior motives, attacking others, exalting himself, and jointly boycotting the products of the Henry Company.

The turmoil lasted for four years, and Henry's company was in a desperate situation and was on the verge of bankruptcy. Just when he was close to bankruptcy, his reputation became a household name, and he received the support of the government, and the product became a popular commodity that people could rest assured.

The Henry Company finally recovered in a short period of time, tripling in size and becoming the number one food processor in the United States.

A Swiss watch shop is in a state of cold and sluggish condition. One day, the shopkeeper posted an advertisement saying: A batch of watches in our store are not very accurate, and they are 24 seconds slower in 24 hours.

The advertisement was posted, and the watch store was full of people, and soon sold out all the watches in stock. The use of this kind of business strategy is very significant.

It can dispel customers' worries and distrust of products and companies, and go beyond the simple buying and selling relationship between companies and customers.

It is directly standing in the position of consumers, putting itself in the shoes of customers, taking honesty as the foundation, seeing each other with sincerity, and establishing an honest corporate image in people's minds to expand the market share of goods.

The use of the business strategy of pointing at the mulberry and scolding the acacia can play a psychological deterrent role in the competition. In the market, when the opponent is ready to move, trying to challenge, or the tide of the market is developing in an unfavorable direction, by virtue of its own strength to warn or intervene, these unfavorable factors can be quickly eliminated, and it has the effect of bloodlessness.