Dislocation Marketing: The Management Wisdom Of "Side Half"

When you are evenly matched with your opponent, or you have to face multiple opponents at the same time, you can give half your body to your opponent, that is to say, in the competition, you should take a slight part of your opponent's body in a wrong way of thinking.

On a narrow single log bridge, two people face each other and meet on the front. Because of the narrow bridge, the two people who are eager to cross the bridge may have no place to escape and no place to make.

Moreover, no one wants to go back when they are halfway there, because they are in a hurry, and they may miss a big business opportunity if they spend more than one minute.

What will you do if you encounter such a situation?

When faced with such a situation, there are only several possible solutions.

First of all, the two people crossing the bridge refused to give up, and thus entered a stalemate. Finally, they started to lose their breath and made a loss. At last, no one could cross the bridge. Second, the two men rushed forward to see who had the strength.

Finally, one person fell into the water and the other passed the bridge smoothly; or two of them fell into the water, and no one could pass the bridge; thirdly, one of them returned, and after the other side crossed the bridge, they came back again, so that both sides could achieve the purpose of crossing the bridge, but the one who returned first would spend more time than the other party and become a "loser".

People who have normal thinking will have a clear and appropriate choice for crossing the bridge after weighing them.

Obviously, in these above possible ways of "crossing the bridge", the way of stalemate, hard work and return is not cost-effective for either party or even for both sides. Only the way of "side half" is the most intelligent.

If conditions permit, in the case of being able to get out of the wrong way, this way can be said to win.

With a little bit of error, we can achieve the goal of crossing the bridge smoothly on the basis of saving time.

Needless to say, this is a win-win choice.

Don't look at a small bridge, but it is full of wisdom and full of opportunities.

As an analogy, it can also be used in market operation activities as a kind of commercial warfare wisdom, which includes differentiated marketing, misplaced competition and so on.

The side is half open to help you open the front door.

The side half is actually a kind of survival wisdom. It can permeate every aspect of life, including the management of interpersonal relationship, and the handling of a specific business. It can be found from the thinking of "half body" that can help you to open the "hidden door" that blocks the way forward.

When applied to business activities, the side half is a kind of management wisdom; when used in marketing activities, the side half is a marketing wisdom.

Eat whatever you like and sing whatever you want.

The principle of "side half" is actually interlinked in any area of competition in the economic field. As for whether or not to sideways, how to sideways and sideways to what extent, each person has his own judgement standard.

Specific to the marketing field, although there are similarities and differences in the theory of "sideways", such as differentiation and misplacement marketing, there is no doubt that the concepts of differentiation and dislocation marketing are all from a static point of view, while the "side half" is a dynamic concept.

When enterprises face major competitors, if differentiated and misplaced marketing is a passive choice made by the inferior competitive position, the marketing way of "side half" is more initiative, and it is a gesture for enterprises to adjust their marketing strategies and competitive strategies spontaneously and rationally.

Under such a posture, enterprises have stronger control over their actions.

10 years ago, probably around 1996, Wuliangye's market scale jumped to the top of the Chinese liquor industry. Through the vigorous development of buyout business in the following years, it became the industry's "top card" and finally established and consolidated its position in the industry, known as "China's liquor industry king".

When the Wuliangye scenery was "King", although Moutai carried the name of "national wine", it lost the face of "national wine" in front of Wuliangye.

5 years ago, Moutai began to make efforts at the terminal, and strive to build its own brand positioning of "China's first wine". Moutai is not lost in the face of the market pressure brought by Wuliangye's crazy expansion (mainly expanding the production of series wine, expanding the output of OEM and expanding the number of OEM cards).

The "king of wine industry" needs high market coverage and high market share. "National wine" needs market position and high-end position in the eyes of consumers.

Moutai's persistence has won a stage victory in the market competition with Wuliangye. At present, whether from the market influence, brand reputation and market positioning, or from the performance of the two brands in the stock market, Moutai has repressed Wuliangye.

Instead of competing with Wuliangye on the "quantity", instead of grabbing bits on the "quality" side, Moutai's half body "side" is so elegant that it may even make those brands who are interested in learning envy.

Because Moutai knows that the production period of Maotai flavor liquor for five years, compared with Luzhou flavor liquor for half a year, can never be the first in terms of quantity.

{page_break}

Dislocation is to avoid confrontation in competition.

Wherever there is competition, no one comes from a competitor.

If both sides of the competition take a competitive attitude, they will inevitably face each other. The final outcome of the hard hitting is to lose their respective energy.

In competition, when you are evenly matched with your opponent or face multiple opponents at the same time, you can give half a body to each other, that is to say, you can be slightly sideways in the competition, take the wrong way of thinking, and adopt the means of dislocation marketing, so as to avoid the edge of your opponent.

Not only can it preserve its strength, it also gives itself the opportunity to find the best way to break through in competition.

In the liquor industry, there are not many enterprises that are surrounded by competition and who do not know how to turn around.

These enterprises that have killed red eyes have even saved time on their sides. They only know how to kill and kill.

As a result, a lot of market resources and opportunities to break through from competition are wasted.

This kind of "goose goose" competition is reflected in all stages of the development of the liquor industry: during the advertising period, people began to swarm more than those who had money bags and drums than those who had a hot waist. In the era of terminal competition, people began to compete with the companies in the market, such as the opening bottle fee, the shop price and the package fee, and the rising prices. Finally, all enterprises' eyes were focused on the distributors of the channels. They should press goods, fight for money and sell the goods, and finally reduce the dealer's profit space to the limit.

Once the dealer "backwaters" and concentrates all the resources on the dominant brand, those non strong brands may be faced with the outcome of the "channel crash".

Of course, there are also some enterprises in the liquor industry that are good at "sideways" in competition. The fundamental reason for their success is that they need to take different reasons for the different stages of market development, and they will apply them in a practical way.

For example, the Yanghe River blue classics, in the liquor industry in pursuit of product packaging positioning of the great red, can find another way, with the help of "blue" and the industry color formation of color difference, carry out differentiated "color" marketing.

At the same time, sideways moved away from the strength of famous famous liquor such as Moutai and Wuliangye in the circulation channels of traditional famous liquor, instead of solving the relationship marketing and "automobile trunk", thus winning the market success and winning the respect of the industry on the side of "one side" and "wrong", and even making the center of its own growing stronger and stronger, thus having the initiative to choose stronger rivals and stronger marketing methods.

Preemptive machine, side half body position is enough.

There is no big difference between the strength of the master.

When the Wuliangye scenery was "King", although Moutai carried the name of "national wine", it lost the face of "national wine" in front of Wuliangye.

5 years ago, Moutai began to make efforts at the terminal, and strive to build its own brand positioning of "China's first wine". Moutai is not lost in the face of the market pressure brought by Wuliangye's crazy expansion (mainly expanding the production of series wine, expanding the output of OEM and expanding the number of OEM cards).

The "king of wine industry" needs high market coverage and high market share. "National wine" needs market position and high-end position in the eyes of consumers.

Moutai's persistence has won a stage victory in the market competition with Wuliangye. At present, whether from the market influence, brand reputation and market positioning, or from the performance of the two brands in the stock market, Moutai has repressed Wuliangye.

Instead of competing with Wuliangye on the "quantity", instead of grabbing bits on the "quality" side, Moutai's half body "side" is so elegant that it may even make those brands who are interested in learning envy.

Because Moutai knows that the production period of Maotai flavor liquor for five years, compared with Luzhou flavor liquor for half a year, can never be the first in terms of quantity.

Dislocation is to avoid confrontation in competition.

Wherever there is competition, no one comes from a competitor.

If both sides of the competition take a competitive attitude, they will inevitably face each other. The final outcome of the hard hitting is to lose their respective energy.

In competition, when you are evenly matched with your opponent or face multiple opponents at the same time, you can give half a body to each other, that is to say, you can be slightly sideways in the competition, take the wrong way of thinking, and adopt the means of dislocation marketing, so as to avoid the edge of your opponent.

Not only can it preserve its strength, it also gives itself the opportunity to find the best way to break through in competition.

In the liquor industry, there are not many enterprises that are surrounded by competition and who do not know how to turn around.

These enterprises that have killed red eyes have even saved time on their sides. They only know how to kill and kill.

As a result, a lot of market resources and opportunities to break through from competition are wasted.

This kind of "goose goose" competition is reflected in all stages of the development of the liquor industry: during the advertising period, people began to swarm more than those who had money bags and drums than those who had a hot waist. In the era of terminal competition, people began to compete with the companies in the market, such as the opening bottle fee, the shop price and the package fee, and the rising prices. Finally, all enterprises' eyes were focused on the distributors of the channels. They should press goods, fight for money and sell the goods, and finally reduce the dealer's profit space to the limit.

Once the dealer "backwaters" and concentrates all the resources on the dominant brand, those non strong brands may be faced with the outcome of the "channel crash".

Of course, there are also some enterprises in the liquor industry that are good at "sideways" in competition. The fundamental reason for their success is that they need to take different reasons for the different stages of market development, and they will apply them in a practical way.

For example, the Yanghe River blue classics, in the liquor industry in pursuit of product packaging positioning of the great red, can find another way, with the help of "blue" and the industry color formation of color difference, carry out differentiated "color" marketing.

At the same time, the side gave way to the front of the traditional famous liquor circulation channel, such as Moutai and Wuliangye, and turned to the relationship marketing and the "car spare box" to solve it. In a "side" "wrong", it won the market success, also won the respect of the industry, and made oneself more and more heavy in the development and expansion center, thus having the initiative to choose stronger opponents and stronger marketing methods.