Whatever you do, it can trigger a sensational effect.

When I woke up today, I was cut off by my friend's Mad hammer. Old Luo is worthy of a person Top 10 marketing company Ah, he casually do something, can cause sensational effect, spit on The spit is not the residents of the neighbourhood, but riot police, their brand's mobile phone price, can make friends talk about the turn--as I know, in addition to Hong Kong accounted for, it is very rare to ignite a friend break "On the subject."

However, the same as the entrepreneur, my heart a trace of sadness, after all, this hammer price reduction is not what can boast. Old Luo brave matchless, single fight never loses, only he picks other people's place, own field has not been overturned--the last time Wang freely black him a, the result you also know, the old Luo quickly overturned, through the video broadcast live again wins this battle.

But the problem seems to be out here: "The old Luo has not lost any" battle ", but this" war ", how to fight the more not smooth?

When I think of a man, Zeng Guofan, this classmate is another kind of wonderful work, the whole life personally fights, almost did not win, make repeatedly in the desperate situation to play suicide, is not already diving by subordinates to save, is the sword all wiped in the neck, reinforcements just arrived ... Later make the YA are superstitious, the first no longer personally lead the war, the second even to the battle scene, are far away from the dozens of, for fear of their own "bad luck" to get their generals to defeat the war-but on such a person, perseverance and calm, and ultimately defeated the heyday of the Taiping Heavenly Kingdom-Zeng Guofan almost never won the "campaign", But won the whole "war".

So I think it is more important to know the "strategic logic" behind "war" than to win a "battle" of "tactical means". A city of gains and losses, affect the mood, but does not affect the final win or lose. But if you confuse strategic thinking, as if the Japanese attack on Pearl Harbor, when the plane took off, it is said that mountain Ben 56 tears, because he knew that the attack will be successful, but useless, eventually, the United States will take the victory of the entire war, Japan will be completely buried in the quagmire of failure.

Back to the topic, I think, to analyze the hammer's "competitive strategy", the most convenient way is to come up with the old "five-force model"-do not underestimate what this Michael 30 years ago, today seems to be in many areas is not outdated (in fact, may never be outdated), mainly to see if you understand is profound.

Hammer in the field, is today the most fierce competition in the smartphone industry, in the "Five Forces model", respectively subject to: 1, the supplier's bargaining power, 2, the buyer's bargaining power, 3, the existing peer competition, 4, new entrants to the threat, 5, the threat of substitution; well, in order to maintain a good sleep record, I'm not going to start with 4 or 52. Because the 4th is mainly Lei millet they want, for example, you see, zang the charm of the family with 1799 to successfully hit the original site of Millet, become a "new entrants threat", Old Luo Plate is too small, not to be threatened. As for the 5th substitute, I also have to see the performance of my Big Apple Watches, which is the nightmare of the entire industry of Android phones, according to the "Smart Pig Game" theory, Nature has a big fat pig to anxiety and resistance, hammer as a small piglets, do not worry too much.

Well, we're mainly looking at the first three "forces" that affect the hammer.

Hammer first encountered the problem, we know, in fact, is the first "force"-the bargaining power of suppliers, mom, they are too strong, the market is too hot, their capacity can not keep up, who will reduce the "starting order" to accommodate the hammer? So you have to think clearly, to meet the needs of the running volume, to successfully get the supplier resources-and the amount of traffic, and must be combined with the 2nd "force", that is, the buyer's bargaining power, the market now mobile phone choice is too much, every 100 yuan ladder price difference, enough consumers to judge another, every 500 price difference, Almost all of them have a class!

Therefore, under the traction of these two "forces", the 4G mobile phone price of the first choice of the hammer is not necessarily a good choice, because it is too expensive, so the consumer is certainly less, because less, so it is difficult to obtain the full support of suppliers. These two points are reciprocal.

And there is the most terrifying third "force", the influence of existing rivals. The Apple is needless to say ... Anyway, it has become the "elephant in the room", we all pretend to be invisible, we just say that Android is good. The problem is that there are too many fierce people in his mother's camp, millet, the Charm clan, OPPO, a plus, Huawei, Samsung, Lenovo, Sony ... 10 fingers do not count, and all are not idleness, are very hard, and, to say bad points, are a bit of "starving camels than horse" feeling, which is not good bullying not?

In my previous discussion of Hammer's opportunity, I talked vaguely about the fact that the old man had a good chance ... Interested can go over to see ha. This article, I simply talk more specifically! I think---------------------------------------- You have to add that competitors are not satisfied, or you bet they even see also must do bad, is the most effective, you should choose the competitive strategy.

Before I give my opinion of the effective strategy of the hammer, take my own example.

These days, someone asked me, "I heard that 58 of the same city in the recruitment of Nail division, they also intend to do the door nail, and your beaver home to start competition, how do you say?" "I said," Oh, at the end of last year, I intend to open a dry door before the nail, I know that there will be plagiarism, but I did not know is 58 the same city. But if I do not even how to guard against the cottage did not want to understand, I also with a continuous business? ”

Of course, I admit that 58 of the current volume of the same city is more than the Beaver home, after all, the United States listed companies, the market value of nearly 3 billion dollars now! But why am I not worried at all? Because--oh, hehe, because O2O this matter, I choose "Nail", right, I deliberately choose this industry, 58 the city is almost no chance, I was in the recruitment of the first nail division, even before.

Someone should say now, carving ye, you don't brag about it, in fact, you can worry about, the so-called Walk the night whistle, oneself to courage Bai. Haha, you say so I do not have the so-called, but we look at the case: Excuse me, 58 of the city's recruitment, has been the most successful category? But also is one of the 58 core money-making business, but the question is, the person who can understand this article of mine, have a person to 58 to cast a resume?

This is the interesting place--we carve ye brisket recruit dishwasher, to tell the truth, the best recruitment channel is 58! Because 58 of blue-collar workers and hourly workers are really good. But as I have always said, the strongest place is the weakest, the white understanding and the dishwasher on a platform to cast resumes? Sorry, they will only choose 51job, Zhaopin, worry, Chinahr and other professional white-collar recruitment website to cast resumes-so I said, can read this article, almost no one to 58 to cast a resume, if true cast, I can only admire you, "brother, as a dishwasher, you are really motivated!" ”

As for reading my article, can analogy the guy, in fact, even 51job and Zhi etc will not cast resumes, because its own headhunting, resume do not have to do their own, headhunting waiting to serve you, to help you sell a good price.

Do you understand? This is what I call the "crowd axis". 58 is the famous low end of the same city information site, the crowd has always been very accurate, suddenly brain fever, feel that they can go to the "forward" ... Oh, it's really dangerous-who buys the Hermes bag at the Beijing passenger-long supermarket? Who's going to order a filet mignon at the Sha County snack bar? Similarly, who will be in 58 with the city that a large group of cleaning aunt pick a nail division? Yesterday there was a 58 job-hopping to the Beaver Home Nail Division told US training director, "Nothing else, just feel unbearable and cleaning aunt crowded in a room to do training, at least I also have a door craft, too insulting people." ”

In fact, because of 58 strategic confusion, even the area of cleaning aunt in trouble, Aunt Help, E home Jie, aunt came, cloud housekeeping ... All the big investments, the more war and the more courage. 58 more just admitted, because in the "driving" field is not playing e generation driving, simply invested in the E generation drive, you know, I just talked about the previous article, as "industry axis", the driving field is bound to drop and fast to partition, no third place to live ... In an entirely different area of business logic, 58 went to war on a number of fronts, not a dig, nothing to do, but nothing. Regardless of their "team Gene" and "brand endorsement ability", in the consumption of a lot of money, time, and team energy, net in a sneak sneak attack on the 58 backyard ...

The answer to the question is shore. The core idea I'm going to talk about is to find out what's wrong with your competitors ' genes. Their brand "endorsement" does not come out of the "commitment". Or, you want to know what your opponents are best at, and then do the "back of the coin."

So, hammer opponents, what's wrong with this? And they all do bad things, but also is the old Luo and his little friends are very good at it?! I'm going to give you an incredible answer! Please sit down and hold on, the answer is four words

"Literary indignation."

You see, Luo is not the four-word annotation? His hammer I used, many aspects of opinion I reserve opinions, but I almost dare to pack a ticket, in the sense of literature, can be seconds off all those brands. Those brands are simply too personal ... All want to please everyone, but no one to make the slightest personality.

and the name of the hammer and the logo, but also a good understanding of the anger, this everyone's own brain repair, needless to talk. And, even the spirit totem of the hammer I have thought well--Guevara! Ya is a literary ancestors.

Note！ "Literary and artistic indignation" these four words, should not openly say out, also can't print is seen, but the bones, all kinds of hint can, old Luo literary talent is very good, can come up with more ingenious slogan ... In essence, it is the tone of this literary anger.

Today, I was interviewed by Lao Luo, saying that I would like to have a few words and criticize others. Don't！ Do not, your "fundamentals" fans, Love is your anger that side! Scold some skills on the line, do not scold.

Back to the beginning, the first two "forces", can be so resolved: first of all to replace the kernel, do not use the "best", in fact, there is not too many people care about the top of the heap of parameters, you just do a smooth enough, with that who who's the MTK program enough ... Although I do not understand, but I know the Charm clan MX4 Use this scheme, can sell 1799, cost cheap, smooth completely can guarantee, anyway is a two years of service life, use so-called "best component plan", anyway after 35 months also obsolete, how much significance?

To the consumer side, the price can be 1984! How the price of the scheme, more literature, more cynical, Dogiobs?

Also can earn 185 yuan more than the Charm clan MX4.

How did these three "forces" get through with "literary indignation"? You have to understand: China, in the final analysis is a cock silk Kingdom, the middle class is there? Yes, I am a middle-class business--but, the essential oil industry, mall in the catering industry, the United States nail industry, there is no apple! So I no-man ... iPhone6 is expensive, but only 5,000 yuan, the middle class are apple-side away. And your mobile phone industry must run quantity, or supplier nostril, do? Still have to go back to cock silk, but you know, Dick Silk most unwilling to admit their cock silk, so, must give them a righteous buy your "reason", you see, Millet found a good foothold, "Lao Tze is a fan", in fact, fever your sister Ah, is just to cover up your poor one reason.

However, there is a "reason" is too important!

In my opinion, a mobile phone is a disadvantage in this place. A mobile phone Despite the lack of personality, but the balance is too good! The details are almost unassailable, the hardware works so well that it's outrageous ... Damn it, it's only 1999 dollars! Unfortunately, is not able to give the cock silk a "good reason", so has been tepid, regrettable.

"Literary anger" can be a good reason. How many people do you see in the watercress? How many people do you think you know? How many people are you looking at? How many people do you think are longing for "poor tour"? Countless thousand of cock silk poor, are waiting for this to hit the heart reason Wow!

The reason is good, and Millet's "fever" ratio, is just the other side of the coin:

You pursue the running points, I pursue the force lattice;

Your pursuit of cost-effective, I pursue literary and artistic;

You pursue endless desktop solutions, I pursue single-minded paranoid attitude;

You pursue science nerds understand the "extreme", I pursue the liberal arts silly girl yearning "posture";

You take a generation of pictures of ape Idol lei everywhere, I hold the spirit of all the Idealist Godfather Guevara's head like shoot you!

In short, I mentioned this competition strategy, can open up a set of ideas for specific groups of breakthroughs, to solve the suppliers, consumers, and competitors between the "force" to resolve. Even more than millet play "cost-effective" concept more extended advantage-once this literary and artistic anger posture by the audience agree, in fact, the future can sell more expensive, high-end some models. In the end, there is a chance to go back to the price range that Mr Lo liked best, to challenge 3500 of the domestic machine-but at that time there was a "foundation" that was not today.

In any case, I hope that the old man can hold on, continue to literature and art, continue to anger green.