36 Strategies Vernacular Full Translation

Chapter 45
In 2003, LG built the largest home appliance production base in northern China in Tianjin, making its production capacity reach 1 million units.The sharp drop in product costs has given LG the capital to compete head-on with Galanz.Moreover, to take a step back, because LG has a diversified product structure, supported by air conditioners, washing machines, TVs, refrigerators and other products, when it is fighting a price war with Galanz in the microwave oven field, its overall profit is still relatively good.In this way, Galanz will not take too much advantage in the low-end microwave oven market.

The second strategy adopted by LG is to compete in the high-end market.

Since the second half of 2002, Galanz has announced that it will focus on high-end microwave ovens. In 2003, the main 6 models of light wave digital microwave ovens were all priced between 700 and 1 yuan.In the same year, its high-end microwave ovens accounted for 000% of all products. LG firmly clings to the high-end market, and has comprehensively launched high-end new products such as Internet Chef and Breakfast Baby.

The localization of LG from production to R&D has caused Galanz to lose a lot of geographical advantages.The LG microwave ovens on the domestic market all come from the microwave oven research and development center in Tianjin.The center will regularly obtain first-hand market information from the sales department and after-sales department, and then according to its own research and development capabilities, reasonably determine the research and development direction of the next generation of products, and then fully capture the domestic market.

The third strategy is to spread the flames of war overseas.

According to Galanz's data, the ratio of domestic sales to exports of its microwave ovens is 7:3, and its overall export volume ranks No.2 among Chinese home appliance companies.LG has five microwave oven production bases in South Korea, the United Kingdom, Brazil, India, and China, with an annual production capacity of 2 million units.

The production capacity of LG's production base in China accounts for more than half of the total, and the ratio of domestic sales to exports is exactly 7:3.China is now LG's largest overseas production and export base.When analyzing the phenomenon of Galanz and LG, some people in the industry said that this kind of close competition may not be a good thing.The shift from price wars to technical tactics itself shows that this is not a low-level competition.

When LG microwave oven first entered the Chinese market, it had less than 10% market share.By 2002, the average had reached 33%. In 2003, it was on an equal footing with Galanz.For Chinese companies, this itself is a case worthy of careful study.

The power of role models is infinite. The measures taken by LG first started from learning from its opponents. LG has cleverly used the strategy of "pointing and cursing" twice: the first time it entered the market with a low-price strategy and squeezed out Galanz; the second time it competed with Galanz in the high-end market to consolidate its geographical advantage.This dark and clear, well demonstrates the application of "pointing at others and scolding at others" in modern business warfare: to deter the strong and realize self.

Yanzi "humiliated" the king of Chu

The "swearing" in "pointing at mulberry and scolding Huaihuai" must be done skillfully and calmly.Neither to expose one's weakness, nor to allow the person one actually wants to scold to seize the opportunity to fight back.You must "swear" smartly, "swear" at a high level, so that those who are actually "scorted" will be convinced, and those who make things difficult for you are speechless. Only then can this strategy be used successfully.

At the end of the Spring and Autumn Period, Yan Zi, the Prime Minister of Qi State, grew very small.

Once, the king of Qi sent him to the state of Chu.When the king of Chu heard that the eloquent Yanzi was coming, he wanted to take the opportunity to humiliate him.

Therefore, the king of Chu asked someone to open a small gate next to the city gate, intending to let Yan Zi enter the city through the small gate.

When Yanzi saw it, he immediately responded: "I was on a mission to the country of Dogs, and I entered the city through the dog hole. I am here today, and I don't want to be disrespectful to your country." The king of Chu was confused, so he had to let Yanzi pass through the city gate. go in.

Later, when Yanzi visited the King of Chu, the King of Chu deliberately put on a look of disdain.Not only did he not invite Yanzi to sit down, but he also asked Yanzi in a long voice, "Don't you have anyone else in Qi? Why did you get sent here?"

Yanzi replied: "Linzi, the capital of our state of Qi, is full of people. If the people raise their sleeves, they can cover the sun; if everyone sweats with their hands, they can form a river. How can we say that the state of Qi is No one? However, when we send envoys to foreign countries, we have a custom. Whenever we go to a country where a man of virtue and talent is the king, we will send a man of virtue and talent as an envoy; If you are in a foreign country, you can also send someone without virtue or talent. I, Yan Ying, have neither virtue nor talent in Qi, so the king of Qi sent me to your country as an envoy."

Hearing this, the king of Chu was so ashamed that he had no choice but to let Yan Zi sit down.

As soon as Yan Zi took his seat, someone was bound and brought up.The King of Chu deliberately asked loudly: "Who is this person?"

The escort replied: "This is a man from Qi, and he has committed the crime of theft!"

The King of Chu thought that Yanzi would be stumped, so he said to Yanzi, "You Qi people like to steal, don't you?"

Yanzi replied: "I heard people say that when orange trees grow in the south of the Yangtze River, they are oranges. But once they are transplanted to the north, they become oranges. Although the leaves of oranges and oranges are the same, the taste of the fruit is different. It is very different. Why? Because the soil and water in Jiangnan and Jiangbei are different! When this person was in Qi, he did not steal or steal, but when he arrived in Gui, he became a thief. It is probably because the water and soil in your Chu are not good, which made him deteriorate. Bar!"

Seeing that Yan Zi couldn't help it, the King of Chu had to smile wryly, and said to himself, "I'm really to blame!"

When the wise Yanzi faced the difficulties and humiliation of the King of Chu, he took his time and fought back wisely, allowing the King of Chu to take his own humiliation and have no steps to go down.

Wang Jialian's Subordination Law

In the workplace, use the strategy of "pointing and scolding", induce with "warning", and "pressurize" with appropriate language and measures, so that employees can support you and obey you.Wang Jialian, the president of International United Computer Corporation, once used a special strategy of "pointing and scolding" to make his employees respect and submit to him, thus helping him to achieve success in his career.

Wang Jialian

Wang Jialian, an American Chinese entrepreneur and chairman of the "International United Computer Corporation", is deeply loved and trusted by the majority of employees. In 1976, when the computer company he presided over was first started, there were only 4 people including the staff.Only ten years later, the company has become a large multinational company with nearly 27 employees in 8 countries around the world.

The success of Wang Jialian, apart from his excellent computer design ability and his extreme responsibility for work, the most important thing is his concern and consideration for his subordinates, which created an optimal working environment and conditions for the employees of the company. Let them work with a happy mood without stress.

In order to let the staff have no worries, when designing the new administrative building, the first project Wang Jialian proposed was to build a modern nursery center to create a beautiful, comfortable and convenient living and learning environment for the children of the staff.

In addition, International United Computer Corporation is not stingy in terms of employee benefits.It not only provides free breakfast and beverages for employees, but also provides free indoor and outdoor sports fields with first-class fitness equipment.In addition, there is family health insurance and childcare allowances.Among all private companies in the United States, the employee benefits of the International United Computer Corporation founded by Mr. Wang Jialian are the best.

In Wang Jialian's view, the company belongs to all employees, and its success should be attributed to the joint efforts of all employees, which is the crystallization of wisdom of all of them.Therefore, he always tries his best to care for and considerate them from all aspects, and gives them the fullest trust, trying to mobilize everyone's enthusiasm and let them let go.

As in the past, the employees have always maintained high enthusiasm and sense of responsibility, are serious and responsible, offer ideas and solutions for the company, and closely link their own destiny and future with the company.

Wang Jialian is also different from those family-owned enterprises in terms of business management.Most of the company's decisions are not made by Wang Jialian himself, but directly made by a group of capable and loyal staff through a complete system.He said that "United Computer Corporation" is a global business service organization, and employees from all over the world have to directly contact and trade with customers.Therefore, only they know the market information and customer needs best, and they must make decisions according to their different situations.

The secret of Wang Jialian's success in running a business is: To run a business well, you must first care about the employees and take their interests as the starting point of your work.Be considerate, trust them, and give them the freedom to do it.Only in this way can we really mobilize everyone's enthusiasm, work together and achieve success.

(End of this chapter)