36 Strategies Vernacular Full Translation

Chapter 16
In the original scriptures, the yang is obedient and the order is chaotic, and the yin is waiting for the reverse.Violent and reckless, its potential will kill itself.Shun to move Yu, Yu Shun to move.

The contradictions within the enemy tend to be intensified and superficial, and the order is chaotic.On the surface, our side avoids the enemy's riots, but secretly waits for the internal struggle to happen.When the enemy turns against each other and becomes an enemy, they are bound to bring about their own destruction, and they will destroy themselves without attacking. We will let nature take its course and gain something naturally.This is the principle of Yu Gua: if you can act according to the timing, you will have good results.

There may be two situations in the application of the strategy of "watching the fire from the other side": first, sit and watch the chaotic situation of the enemy attacking and killing each other due to internal conflicts, and then choose a favorable time to carry out a devastating blow to the enemy; The second is to sit and wait for conflicts to arise within the enemy, use one of them to eliminate the other, and then eliminate or subdue the remaining one.

Although it is to attack the enemy when he encounters natural disasters, civil strife, or internal disturbance and foreign aggression, so as to gain military, political, and economic benefits, but if this method is not played well, it will get angry. resulting in self-immolation.If a country or a group encounters natural disasters or civil strife, but its overall strength is not burned out in the fire, the attack from the outside will make the contradictory forces within the country or group form a whole, share the same hatred, and unite externally. , Resist and counterattack looters, eliminate looters.

Therefore, if you want to attack and destroy the enemy, you should not blindly take advantage of the fire to loot. You must first stand by and watch, watch the fire develop, wait for the fire to spread, burn down the enemy's vital forces from within, and reap the benefits. This is the essence of watching the fire from the other side.

In addition, there must be two necessary conditions for the use of this strategy. One is to have a considerable "fire", that is, there must be chaos within the enemy; .There are many ways to "observe the fire", the main ways are: to stand by, to observe quietly, to retreat and observe from a distance, and to observe while moving.

In modern business activities, the use of this strategy is mainly to adopt a wait-and-see attitude in the fierce competition in domestic and foreign markets, wait for a favorable opportunity to join in one fell swoop, and take the opportunity to occupy the market.It can be seen that using the strategy of watching the fire from the other side should not be passive waiting and watching, but to fully grasp the contradictions of competitors, accelerate the transformation of countermeasures, and achieve success.

And when the enemy uses the timing of "watching the fire from the other side", we should take the following countermeasures to prevent it: First, we must focus on the overall situation and maintain internal unity.Disregarding the common interests of the whole situation, but fighting against each other only for the benefit of a little individual or a small group, this is tantamount to handing over the butcher knife to the enemy, so that relatives will suffer and enemies will enjoy.Even if there are internal conflicts, it is necessary to reflect on it in time, and not let the conflicts develop to an unmanageable level, so as to prevent the enemy from reaping the benefits.Second, internal contradictions must be blocked from the enemy.Internal conflicts and differences are inevitable. The most important thing is not to disclose this information to the enemy, so that the enemy can take advantage of it.Internal problems should be resolved internally in a timely manner, and remember not to publicize them everywhere.In front of the enemy, it is necessary to show unity, indestructible momentum and determination to win victory.

Examples of Wisdom
The United States waits for an opportunity to enter the war
The United States once "watched the fire from the other side" in World War I, not only successfully avoided unnecessary losses, but also took the opportunity to make a fortune, which can be said to kill two birds with one stone.

In order to compete for world hegemony and re-divide the world, the two imperialist blocs of the Allied Powers and the Entente Powers launched the First World War on an unprecedented scale.Britain, France, Belgium, Germany, Austria, Japan, Italy, Romania and other countries entered the war one after another, and the flames of war quickly spread from Europe to the Middle East, Far East and Africa.

However, an increasingly powerful empire like the United States has been watching the changes for a long time after the start of the war.It was not until April 1917 that they were forced to declare war on Germany.After the outbreak of the Great War, the United States made the following analysis of the situation: If the Allied Powers win, it means that Tsarist Russia will rule most countries in the European continent; if Germany wins, it will bring disaster to the United States.Therefore, the United States decided not to act rashly, but to sit on the mountain and watch the tigers fight and profit from it.

In the first few years of the war, the United States did not participate in the war, but took the opportunity to seize foreign markets.US President Wilson at the time said: "It is the reasonable ambition of the United States to conquer foreign markets in peace and dignity." Stimulated by a substantial increase in exports, the US steel, automobile, chemical and shipbuilding industries developed rapidly.From 1914 to 1916, its total industrial output value soared from $242 billion to $624 billion.Due to the blockade policy imposed by the United Kingdom on German seaports, from 1914 to 1916, the export value of the United States to Germany and Austria decreased by more than 99%, while the export to the Allied countries increased by three times.The changes in economic relations have made the interests of the United States and the countries of the Allied Powers intertwined.

The "unrestricted submarine warfare" carried out by Germany caused heavy losses to American merchant ships, which became the fuse for the United States to express its anti-German stance. In January 1917, the German Foreign Ministry instructed its envoy in Mexico to instigate Mexico to form an alliance with Germany against the United States.Unexpectedly, this telegram was deciphered by the British and published by American newspapers, which set off a vigorous anti-German wave in the United States.In addition, after the February Revolution in Russia in 1, Russia was already in internal and external difficulties. The US government was deeply afraid that Russia would withdraw from the war in the later stage of the revolution, allowing Germany to concentrate its forces, strengthen the Western Front, and defeat Britain and France.The hundreds of millions of loans that the United States has lent to Britain and France will be irrecoverable.Based on the above factors, the United States officially declared war on Germany on June 1917, 1917.

After the United States declared war on Germany, it quickly expanded its army on a large scale, sending 200 million people to the European battlefield.The U.S. Navy also assisted the British Navy to participate in the blockade and anti-submarine warfare against the German army, greatly reducing the loss of Allied merchant ships.In addition, the supply of arms and other materials from the United States to the Allies also increased rapidly.As a means of payment, gold from the Allied countries continued to flow into the United States, causing the gold reserves of the United States to increase from 19 billion US dollars before the war to 45 billion US dollars, accounting for 1/2 of the world's total gold reserves; , The United States owed 60 billion US dollars in foreign debt. At the end of the war, it not only paid off all foreign debts, but also lent 103 billion US dollars to foreign countries.

The United States took advantage of the First World War, first "watching the fire from the other side", took the opportunity to develop its economy rapidly, and then took the opportunity to join the war, established good economic and military relations with the Allied Powers, reaped the benefits, and became the leading power in the world economy.

Why Nongfu Orchards Succeeded
"Looking at the fire from the other side" is manifested in the business war. It is good at collecting market information and economic intelligence, analyzing it carefully, making scientific inferences, and using the contradictions between opponents for my own use. It emerges suddenly and occupies a place in the fierce competition.

Nongfu Orchard is unique in the Chinese beverage market where a hundred flowers are blooming. The important point is that it has bypassed the competition of its peers and insisted on the unique pursuit of product attributes.When many fruit juices advertised "one fruit, one nutrition, one nutrition comprehensive absorption" and continuously launched new products such as orange juice, apple juice, coconut milk, etc., Nongfu Orchard launched three kinds of fruits and vegetables in the opposite direction. Juice all in one.

The pursuit of Nongfu Orchard is completely open. To some extent, it just discards some product attributes that are regarded as treasures by its peers, and integrates one or two attributes that have not been noticed by its peers into its own products. , Integrate the personality of others.This unconventional combination of attributes just made Nongfu Orchard establish its own sphere of influence soon after entering the market.

When Pepsi and Coca-Cola, carbonated beverages and tea beverages, and tea beverages and mineral water are inextricably fighting each other in various market segments, Nongfu Orchard has quietly found its place in the Chinese beverage market. As soon as it went public in 2003, Nongfu Orchard caused a huge market sensation and became one of the most successful new beverage brands in that year, ranking seventh in the comprehensive market share in 2003.In the following one or two years, Nongfu Orchard has made great strides, and its market share has steadily increased.

Some people say that this should be attributed to the advertising planning of the product. After all, investing nearly 1 million yuan in advertising to promote a new beverage is rare in China.Some people also say that this should be due to the existing reputation of Nongfu Spring, the "brother" of Nongfu Orchard. Without the early momentum of the "Nongfu" series, Nongfu Orchard would not be where it is today.These arguments are not unreasonable. Whether it is the great emphasis on planning and marketing or the full mobilization of the brand chain, it must be helpful to the success of Nongfu Orchard, but the real reason that can make it stand out and become a school of its own is probably. How can not do without its inherent product innovation.

This is due to one of the entry strategies of Nongfu Orchard - watching the fire from the other side and waiting for opportunities.From the perspective of competition, Nongfu Orchard first had Huiyuan Juice before entering the market, and then there were many major brand companies: Coca-Cola, Master Kong, Wahaha, Uni-President and so on.According to the market survey data conducted by Nongfu Orchard, since 2000, the beverage with the fastest growth in the proportion of beverage household purchases in my country is fruit juice beverages. Other data in the same period also show that in recent years, the average purchase amount of beverages per household in my country has increased the most. There are also juice drinks.Therefore, the market is not saturated.

Secondly, judging from the stage of beverage development, fruit juice beverages have entered the golden period, that is, the harvest period, both in terms of growth rate and consumption.Juice drinks, which are in the harvest period of the market, are the best category to follow.

Under such circumstances, the listing of Nongfu Orchard is booming, almost becoming a dark horse in the fruit juice market.The market has matured under the cultivation of competitors.Of course, loopholes seem to emerge at the same time, providing excellent opportunities for Nongfu Orchard.Therefore, Nongfu Orchard seized the opportunity and quickly turned from "watching the fire" to attacking. It used the trinity fruit and vegetable combination of "tomato + carrot + orange" to break the single pattern of "one fruit, one nutrition" in the market, and proposed Marketing concept of "Multiple Fruits Multiple Nutrition".

Not to mention how many kinds of fruits have much higher nutritional value than one kind of fruit, this refreshing product structure and consumption experience alone are enough to highlight the unique market characteristics of Nongfu Orchard.Moreover, Nongfu Orchard’s collective innovation of this product attribute has not stopped, and a series of products such as “tomato + strawberry + hawthorn” and “pineapple + mango + guava” have been quickly introduced to the market, basically cutting off the latecomers. market space.

(End of this chapter)