In the business field, how do you judge whether a person is good or not?
One of the most important signs is to see if he has the ability to break the game.
What is breakthrough ability? Sage tells you a real business case.
In 2014, Meituan officially entered the takeaway market. But at that time, the takeaway market was not easy to do, because there was a big brother called "Hungry" in the jianghu: First, After five years of fighting, Hungry had killed countless peers and become the absolute hegemon of the takeaway market, with a first-mover advantage; Second, behind "Hungry Mo", there are sequoia China, Jinshajiang Venture Capital, Jingwei China and other gold lords to provide ammunition for it, and it is not afraid to fight at all; Third, Zhang is also a rich second generation, full, with high prestige within Hungry Mo, bringing out a team that can play.
At that time, the METUAN takeaway was in front of "Hungry", that is, a little brother. This battle was not easy for the US regiment to fight.
So, how did Wang Xing break the game?
At first, Meituan Takeaway adopted a "follow-up strategy". Simply put, it is one word: copy.
If you're hungry, make your own operator interface easier to use. Meituan will learn to make its interface easier to use. When you are hungry, you will put up poster banners on campus, and Meituan will also put up poster banners on campus. And some of the marketers of the Meituan specifically went an hour or two later than Hungry Mo, just to put the poster of the Meituan directly on the poster of Hungry Mo...
If the US group has been "copying" like this, it will not win at all, because it is led by the nose by competitors.
Wang Xing's in-depth thinking and strategic vision were highlighted at this time. After his analysis, he found that although Ele.me has an absolute advantage in some first- and second-tier cities, it basically does not set foot in third- and fourth-tier cities, where it is a blue ocean.
Therefore, Wang Xing decided to "surround the cities from the countryside": first plant the flag of the METUAN in the third and fourth-tier cities, and then go back to grab the first- and second-tier cities when hungry.
Not only to fight like this, but also to fight a war, so that the situation can be completely broken.
In the summer of 2014, Meituan secretly recruited more than 1,000 local promoters and then all of them were brought to Beijing for training. Xu Xin, a later investor in Meituan, said that at that time, Meituan did two things correctly: First, brainwashed these people and made them believe that it was valuable and meaningful to do this; The other is to teach them standardized operating rules to ensure that they will not perform deformations when they do it.
The left hand gives blood, the right hand gives the method, and the "bulldozer army" of the US regiment is completed in a very short period of time.
In just a few months, this "ground push iron army" helped the US regiment seize the territory of hundreds of cities across the country at the speed of "blitzkrieg".
When you are hungry, in fact, it is too late: on the one hand, if you are hungry, you do not have the ability of the US group to build a "push iron army" in a short period of time, because that is one of the core competitiveness of the US group; On the other hand, Meituan already has a first-mover advantage in third- and fourth-tier cities. As a latecomer, it is not realistic to want to quickly kill the US group.
In one fell swoop, I am hungry to win the US group.
This battle not only reversed the status of the US group in the jianghu, but also laid the layout of the entire takeaway market.
Recognizing the situation, finding the right time, sealing the throat with a sword, and winning the battle, this is the ability to break the situation.
So, how can we master the game-breaking thinking and have the ability to break the game? Dasheng has summarized some practical methods, so please be patient with this article as it can help you win battles in the future.
The first step is to recognize the real "game".
On Valentine's Day in 2014, after many battles, Didi and Kuaidi merged, and Cheng Wei could finally breathe a sigh of relief.
Who knew that before Cheng Wei went to bed, online car giant Uber had begun a new war.
In October 2010, Uber landed on old gold in the United States and then swept North America. The following year, Uber began to enter overseas markets, winning markets in Europe, Africa, and Southeast Asia. Invincible all the way.
When Uber entered China in 2014, it was valued at more than $42 billion, 10 times more than Didi.
Not only that, but Uber's offensive is so fierce that it doesn't think about profits at all. At its peak, I burned tens of millions of subsidies every day, just for a quick decision.
Moreover, just days before the merger of Didi and Kuaidi, Uber founder Travis Kalanick came to Beijing with a city agreement and gave Didi an ultimatum: either to be merged by Uber or killed.
This made Cheng Wei very distressed. But the question is: under the siege of the city, in the face of the fierce attack of the giants, how did Cheng Wei break the situation?
At this time, Cheng Wei showed an extremely strong ability to break the situation. He decided to besiege the State of Wei and save the State of Zhao.
While Uber was busy attacking the city in China, Cheng Wei ran to the United States to find Lyft, Uber's biggest competitor in the U.S. market, to talk about investing in shares.
Knowing that Cheng Wei wanted to invest in Lyft, not only Didi's investors did not agree, but even Lyft's investors did not agree. However, Cheng Wei persuaded Tencent and Google to follow suit with his superb persuasiveness and skill. Didi eventually became a shareholder in Lyft.
By 2016, Uber had burned a total of $2 billion in China, but Didi was getting stronger. Even more tragically, not only did Uber fail to kill Didi, but its backyard was eaten by its opponents.
Later, under the leadership of Son Zhengyi, a co-investor in Didi and Uber, Uber abandoned the idea of annexing the Chinese market. Uber and Didi participated in each other's shares and became each other's directors. All of Uber China's brands, businesses, data, and people are incorporated into Didi.
The battle ended in a total victory for Didi.
Cheng Wei can win this battle because he can recognize the real "game".
When he knew that Uber could not be completely crushed by hard power in the Chinese market, he took the war further afield.
"Whatever the enemy supports, we oppose; What the enemy opposes, we support. ”
He knows that the enemy of the enemy is his own friend; He knows how to unite all the forces that can be united.
Because the "bureau" he sees is not only the Chinese market, but the global market.
That's the power of patterns.
How to identify the real "bureau"? You need to have a systematic vision, not only to see the phenomenon, but also to see the essence of things; Not only to solve the problem, but also to see the system behind the problem, that is, the "bureau".
Therefore, Wang Xing recognized that the real battlefield of the US group was in the third and fourth-tier cities, and Cheng Wei recognized that didi's real battlefield was outside China. They all found their advantage in the battlefield and then defeated their opponents on it.
Only by recognizing the real "game" can we find the real way to break the game and finally win.
The second step is to find the "breakthrough point".
In 2013, Alipay hitched a ride in the mobile payment market, with a market share of 76%. It is really impossible to find an opponent with a telescope; WeChat Pay's market share is only 3.3%; It can be said that Alipay is the strongest king in the mobile payment market, and WeChat Pay is just a stubborn bronze medal.
However, it took only one Spring Festival in 2014 for WeChat Pay to fight a beautiful comeback and complete the "sneak attack on Pearl Harbor" against Alipay.
Why? Because of WeChat red packets.
The WeChat red envelope was originally just a gadget made by Tencent. After several rounds of internal testing, it was officially introduced to the market before the Spring Festival in 2014. During the Spring Festival, the number of users of WeChat red envelopes reached its peak.
The fame of The WeChat Red Envelope, coupled with a series of tumultuous operations of WeChat Pay later, made WeChat Pay almost equal to Alipay in the market.
The launch of WeChat red envelopes has become a breakthrough point for WeChat Pay.
Why can WeChat red envelopes become the breaking point of WeChat Pay? First, WeChat red envelopes have strong social attributes and can give full play to the original social advantages of WeChat; Second, the high-frequency scene of sending red envelopes with WeChat stimulates the use and perception of WeChat payment by the public; Third, the choice of the Spring Festival is really good.
This is the typical "point to the point, perfect breakthrough".
In order to make you better find the breakthrough point, Dasheng summed up a formula: breakthrough point = system leverage * its own advantage * external opportunities. What do you mean by that? Let's talk about the great sages one by one.
"Institutional leverage" means that the breakthrough point you find must be the most critical element to break the situation, and it can lead the whole body, not the marginal element; For example, for WeChat Pay, WeChat red envelopes can take advantage of the opportunity, because this is a high-frequency, low-threshold, social use scenario.
"Self-advantage" means that the breakthrough point you use must be based on your own strong advantage, preferably one that competitors cannot copy or learn for a while and a half; For example, weChat's social advantages, Alipay does not, can not learn.
"External opportunity" refers to the breakthrough point you find, preferably with the help of the power of the outlet, so that you can do more with less; For example, WeChat Pay launched WeChat red envelopes during the Spring Festival, which is to make full use of external opportunities and leverage force.
The greater the combination of the three, the more energy you have to break the game.
Find the right point, in order to seal the throat with the sword.
The third step, a little harder, "boil the water."
Liang Ning told a case: in the Spring Festival of 2019, Zhang Yiming decided to use the Spring Festival holiday to give Tik Tok a good push.
Later, Zhang Yiming asked Tik Tok to develop a radical promotion plan, submitting a plan of 100 million yuan for 8 days.
Q CFO Zhang Yiming, how much can Maximalize call? The chief financial officer said $500 million, Zhang Yiming said, that's $500 million in 8 days, it will all fall.
The 8-day Spring Festival is free for everyone, and entertainment is the core, so the gap between Tik Tok and Aauto Quicker has been widened.
Eight-day flower a hundred million and eight-day flower a hundred million are not the same thing: the former may just burn water to 80 degrees, the latter is to actually burn water to 100 degrees.
Many times, boiling water to 80 degrees is basically equal to not burning; Only by boiling water to a hundred degrees can we break through the threshold and truly open up the situation.
Before I saw a paragraph written by Wang Chuan in Silicon Valley, it was very well written. He said, "First, all the quality problems that we think of are essentially quantitative problems, because the quantity is not enough, only a few orders of magnitude. Second, quantity is the most important quality. Most quality issues, at the micro level, are insufficient quantities somewhere. Third, the biggest misconception is that it is clearly a problem of insufficient quantity, but it mistakenly believes that the bottleneck lies in quality, and fantasizes about using some strange tricks and tricks to cut corners to achieve the goal without increasing the quantity. ”
The core meaning is actually a sentence: quantitative change causes qualitative change.
If you find a real breakthrough point and after working for a while find that there is no effect, the most likely thing is that you have not boiled the water, have not invested enough resources and time in that matter, and have not yet broken through the threshold.
If you don't boil the water, you really can't break it.
Only by recognizing the real "game" can we find the real battlefield and find the real way to break the game.
Only by finding the right breakthrough can we truly achieve the purpose of sealing the throat with a point with a sword.
"Boiling water" allows you to continue to invest enough time and resources at the break point to eventually break through the threshold, which was decided by World War I.
Master these three points, you can really become a master of breaking the game.
In fact, life is a constant game of breaking. Only by breaking as many innings as you can make a difference can you make a big difference. Business is always bad, and you can make as much as you can.
May you be born again and again, and finally reach the other shore.