Identify a subdivision with great potential, devote all your body and mind to 5-10 years, become irreplaceable, become an expert, and success is inevitable.
There is a law in the military that the more focused the more successful, and the more dispersed the more defeated.
We must open the mouth of the city wall, we don't care if you blow it up with one shell or six shells, we just ask to blow up the city wall and rush in and occupy the city, how much wealth is in it!
Do something, don't do something.
Throw Van Vleet ammunition into the offensive.
Kill chickens with a knife.
Recently, many readers and friends have come to me to buy the application version of Sun Tzu's Art of War in-depth analysis of "Sun Tzu's 24 Tips for the Art of War", I hope to help you understand the Art of War in an easy-to-understand manner, and more importantly, apply the top wisdom and top rules of the Art of War to work, life and entrepreneurship.
Sun Tzu's Art of War said, "Therefore, if I am invisible and formless, then I will be the enemy."I am designed for one, and the enemy is divided into ten, and if I attack one of them with ten, then we are outnumbered. Those who can defeat the outnumbered with the multitude, then I will make an appointment with the fighters. It means to deceive the enemy with all kinds of illusions and induce the enemy to disperse his forces, but I do not disperse them. If my own forces are concentrated in one place, and the enemy's forces are scattered in ten places, I will be outnumbered by ten to one. Therefore, we can defeat the enemy by concentrating our forces, dispersing the enemy's forces, and turning the strong enemy into a weak enemy. This clearly tells us that when choosing a combat object, we must try to be as small as possible, and our forces must be large enough so that we can win steadily, that is, a single-point breakthrough and a saturation attack.
Luckin's "single product explosion" single-point breakthrough method is a secret to getting twice the result with half the effort. In 2017, the brand Luckin was officially established, and it has begun to take shape in just a few years. On May 17, 2019, Luckin Coffee landed on NASDAQ and became the world's fastest IPO company with a market value of $4.2 billion. At the end of the first quarter of 2019, it opened 2,370 stores, and by the end of 2019, the number of directly operated stores reached 4,507, making it the largest coffee chain brand in China.
Recently, relying on the "sauce latte", Luckin has once again been out of the circle and has become the focus of the public. In an interview, Yang Fei, the chief growth officer of Luckin, summarized the user portrait of Luckin: mainly urban youth, the age group is between the post-80s and post-00s, the identity is mostly office workers and college students, and there are more female users than male users - a single one is a group blind spot that Moutai "covets". This makes it possible for two seemingly impossible brands to work together.
This joint brand brought Luckin not only the popularity of being out of the circle, but also the loss of brand power faced after the war with Cudi. After the number of stores exceeded 10,000, Luckin sat on the top spot of China's chain coffee brands and began to pursue a better brand image. Gong Yinglong, an industry insider who has been rooted in the catering industry for more than 20 years, believes that the cooperation with Moutai is more like Luckin deliberately twisting the brand image of the ** family that has been deducted after being tough with Cudi, otherwise, how can it compete with Starbucks if it has been selling 9 yuan 9?Sufficient marketing expenses are the financial foundation of Luckin's rapid and rigid strength. According to the financial report, throughout 2022, Luckin's sales expenses will reach 5700 million. By the second quarter of this year, that number reached 300 million. From another point of view, co-branded marketing follows the circle and creates a set of combinations of popular models, which has always been Luckin's favorite good thing.
One of the secrets of Luckin's co-branded hit is "fast", which can be described as Luckin's operation with a light car. A case that has been talked about by Luckin fans is that on Valentine's Day this year, Luckin originally finalized the joint name only the line puppy, but the name of the new product "Thorny Rose Latte" reminded many netizens of talk show actor He Guangzhi, just two days later, Luckin wrote in the statement: "At the request of many fans, we have contacted He Guangzhi." Two days later, He Guangzhi appeared in the promotional poster as a "forced product experience officer".
The other is a suitable co-branding object. Yang Fei once summarized the cross-border marketing objects selected by Luckin, which can either add points to Luckin's tonality, such as some light luxury and fashion brands, or can produce a large enough sense of contrast and topicality, such as the cooperation between Luckin and Coconut Tree, there is a huge difference in style between new and old brands, "It can bring a large number of users to actively communicate, that is valuable." This set of rules can also be used to explain why Luckin and Moutai reached a cooperation - it can not only add a high-end tone to Luckin, but also have a sense of topicality and contrast that sets off discussions.
In fact, Luckin is not the only one who loves co-branding. Looking at the entire consumer category, almost all tea brands are co-branded enthusiasts. But any brand that young people can name has more or less pushed the co-brand. When co-branding becomes a norm, the cycle of creating co-branding becomes shorter and shorter, and tea brands need to write a package of marketing plans in a limited time, plus design new products, deliver materials, and train employees.
In contrast, Luckin chose another road called "single product explosion", which is more centered on the product itself. Yang Fei once introduced the marketing plan of the cheese latte, and for such an annual big item, Luckin will carry out "independent branding", including finding short-term spokespersons, independent IP, independent event marketing, advertising, etc. Of course, this cycle will also be longer, such as the cooperation with Coconut Tree, which was extended to 120 days. In other words, the essence of Luckin's previous co-branding with Jojo was to find a suitable spokesperson for the cheese latte, and the co-branding with Coconut Tree was also for the main product Coconut Cloud Latte, which was to use IP to "advertise" the new product. In this way, even if the popularity of the co-branding drops, people can remember the product itself more. In addition to the product, what really makes Luckin's co-branding out of the circle is Luckin's wider and wider audience base. In June this year, Luckin's consumer users have exceeded 50 million, which has doubled compared with the same period last year.
Sun Tzu's Art of War said: Ten are to surround it, five are to attack it, and the enemy can fight it. Sun Wu made it very clear that attacking the enemy with five times the force, rather than two times or three times, is actually the idea of saturation attack, which is also the biggest secret of why the Chinese People's Liberation Army has always been able to win. Almost all gods of war will follow this principle as much as possible on the battlefield, forming an overwhelming contrast between the forces of the enemy and the enemy, and then launching an attack to achieve absolute victory with overwhelming momentum. It is necessary to concentrate strategic forces on key breakthroughs, and Zhukovsky commanded the defense of Stalingrad, with thousands of artillery pieces arranged vertically, aimed at one point to break the German army, instead of blowing up openings everywhere. Ren Zhengfei said, we must do something, do not do something, do not start an all-out war, if we have an advantage in a certain industry, we will concentrate all our strength to break through this industry.
"Saturation attack" was originally a military term, and it was a tactic formulated by the Soviet Union against the United States during World War II, which adopted the penetration method of large-density, high-intensity, and continuous attacks, and launched attacks beyond its anti-strike ability at different levels from different directions in the air, ground, and underwater in a short period of time, so that the enemy was in a state of saturation that could not cope with it in a short period of time, thus inflicting a devastating blow on the enemy. Make up for the disadvantage of quality with the advantage of quantity, and hit the opponent with absolute superior firepower, so that the opponent's defense system is difficult to support.
The use of "saturation attack" tactics can greatly improve the combat efficiency of the originally relatively backward ** system. Later, the word was introduced into the market field to describe the nuclear war in marketing, one side for the other, gather sufficient strength, use far beyond the strength of the other party, and carry out a crushing strike, the result can be imagined, in Yu Chengdong's words: far ahead, far ahead, far ahead. Saturation attack, which sounds like a horn, reads powerful and powerful, and when you use it, it is naturally invincible and invincible. Huawei has achieved great success with saturation attacks.
Huawei's Basic Law stipulates that through large-scale sweeping marketing, a virtuous circle of positive feedback can be formed in the shortest possible time, and excess profits can be fully obtained. Most of the unsuccessful sales are due to insufficient sales force, not enough to break through the user's defense, not to reach the threshold of the transaction, and not enough to defeat competitors. In order to win, adopt a strategy of high-density and continuous bombardment of the market, with the aim of making users remember you firmly and win the market in one fell swoop. Huawei is the saturation attack marketing method adopted, and has achieved brilliant results, which is mainly composed of four parts.
First, the front line calls for artillery fire. Huawei's product R&D managers are not always engaged in development in the research room, but spend a lot of time on the sales front line to assist in product promotion, listen to the actual needs of users, and solve sales obstacles. In this way, the product can meet the needs of users very quickly, and the product quickly evolves from an ugly duckling to a white swan. Many departments at Huawei have to go to the sales line to get first-hand information, understand the real market conditions and needs, and let those who can hear the sound of artillery call for artillery fire. There is another meaning of calling for artillery fire on the front line, which is to let those who can hear the sound of artillery on the front line make decisions. In the sales battlefield, the rear command post is still separated by a layer of understanding of customer needs, and it is weaker in timeliness and flexibility.
Therefore, since 2009, Huawei has been referring to the ideas provided by the North Africa Business Unit, and has begun to delegate decision-making power to front-line teams, put command posts in places where the sound of artillery can be heard, and the formulation of budgets has also begun to be based on regional departments and product lines. On the one hand, it allows the advanced equipment and high-quality resources in the rear to find opportunities on the front line and play a role in the first time, and on the other hand, it can also control the setting of effective process points and improve operational efficiency. The reason behind the "front-line call for fire" is that in the sales battlefield, the company's main resources should be used to find goals, find opportunities, and transform opportunities into results. The sales front line knows the user's situation best, and it will be easier for them to call for artillery fire, and other departments will keep up with the support force;The logistics team goes to the front line to see and ask, and communicates with users more, so that the products will be more in line with market demand, so as to continuously improve sales performance.
Second, multi-path and multi-echelon attacks. Marketing is to solve problems immediately, and multi-path and multi-method sales are important ways. For example, Huawei has added a sharp knife company in the new product development stage, which is responsible for the development of designated products, so that new products can enter the market very quickly. Huawei's increased investment in the pipeline strategy is not wrong in terms of strategy, and it is not exclusive to multi-path, multi-echelon, and multi-method methods. Instead of betting on just one method, take multiple paths. A certain path "failed", but also cultivated talents for the company;What is proven to be effective in the market will be quickly replicated throughout the company, expanding its reach and bearing more victorious fruits.
Third, increase the intensity of the attack. Kill chickens with a knife. Throw Van Vleet ammunition into the offensive. To open the gap in the wall, it doesn't matter if it is blown up by one shell or six shells, just ask to blow up the wall and rush in to occupy the city, how much wealth is there!These are all familiar words from Huawei. Huawei's key customer marketing mainly increases user touchpoints through combination routines, and does a detailed and thorough job at each touchpoint, scoring higher scores than competitors in each link, and achieving the goal of final signing.
Fourth, precise control. Increasing marketing intensity usually increases marketing investment, which relies on precise control to obtain profits. Huawei implements hierarchical management and strategically formulates strategies to achieve the goal of increasing the fertility of the land while harvesting food. Different stages of products have different competitive strategies, according to the different situations of products and regions, to achieve one country, one policy, one product and one policy. The high-level has the guidance of strategic thinking, the middle level turns the idea into a specific combat method, and the grass-roots employees strive to find a way to constantly explore and create practical methods in practice, so that each employee can exert the greatest energy and create the best sales performance.
In Huawei, saturation attacks are not only used for sales and marketing, in fact, all of Huawei's major projects are executed, and Huawei's R&D, manufacturing, and even management changes are all saturation attacks, and the result is a shocking and far ahead of the curve.
Jiang Nanchun, the founder of Focus Media, once raised a particularly good question, Xizhilang jelly, didn't he make jelly before him?No, but only after large-scale investment and the brand of "jelly = Xizhilang" was deeply rooted in the hearts of the people, it was a great success. The human brain has a limited capacity, and in order to protect from the energy loss caused by excessive use, we generally use experience to make judgments, that is, preconceived ideas. If the company has the ability, it is best to carry out a saturation attack. Our concept is affected by many factors, such as what is written in the book, what is said on the Internet, and what others tellThat's why Brain Platinum, Melon Seeds, Used Cars, etc. have a soft spot for saturation attacks.
Small and medium-sized enterprise brands need special attention to saturation attacks, one is to create new categories or new features;One is to open a time window. Start by creating a new category or feature, and describe yourself in concise words so that people will remember you quickly. For example, there are already a lot of drinks on the market, and Wang Laoji has created a new feature of the drink: "afraid of fire", so "afraid of fire and drinking Wang Laoji" quickly became a household name. Small and medium-sized enterprises must work brand positioning if they do not have strong investment in channel promotion. If we can open up a new characteristic, cognition, emotional benefit or value appeal, we can strengthen our understanding.
Secondly, you need to capture the window of open time, use high-frequency propagation, and improve the efficiency of propagation. If you can't get users to know you quickly in a short period of time, then you are likely to be squeezed out of the market when competitors also find this business opportunity. Small and medium-sized enterprises can use low-cost channels in exchange for the dissemination of high-frequency words, such as small and medium-sized enterprises that cannot afford to hire celebrities, and can cooperate with Internet celebrities to promote products;If you can't afford a lot of advertising, you can take advantage of marketing to integrate social topics and hot events. When you create a new brand or new feature, you must seize the time and use all channels and resources to carry out high-frequency communication in the shortest possible time, so that more users can know you.