As we all know, shopping malls are like battlefields, and their similarities are twofold: first, in shopping malls, fierce competition is fierce and cruel, and the reversal of kings and defeats often occurs in an instant; second, the main body of modern commercial warfare, enterprises, is well-organized, and the structure is quite similar to the army, so many military laws can be used in shopping malls. The "Art of War of Sun Tzu" is actually a book of Warring States strategy and attack, after more than 2,000 years of vicissitudes, things have changed from time to time, and its military ideas still radiate brilliant light.
In today's information age, the new economy is popular, we are suspicious of the patrol, shocked by this new term, new concept, new phenomenon, think that the ancient strange changes, not to mention China has always been in the situation of backward technology, in this situation, just like the race, a runner's starting line is alone behind his runners, the loss of the situation is visible, what is the odds of winning? However, Runhua is convinced that the principle of heaven and earth is not easy, and the heart of ancient saints has not changed slightly, although it has gone through thousands of years of vicissitudes. Runhua's book of Sun Tzu, after years of exhaustion, and the reality of the test, is not contrary to it, the wisdom of this book is really an endless treasure of today's new economic strategy. It is said that they do not believe it, dare to show the four righteousness, so as to correct the plan.
A high ground of easy and information
"Sun Tzu's Art of War: Marching" is a rough article, which is repeated to inform the reader in detail, but the march is also a stronghold. However, in the light of the situation in today's information age, it is really in line with the situation. At the beginning of this article, it is pointed out that the advantages of our army's deployment should be in the four terrains of mountains, water, repulsion, and flat land, which are known as the advantages of the four armies. The Art of War Yun: "Where the army is high and evil, Guiyang and yin, healthy and practical, the army has no hundreds of xians, it is said that it will be victorious." "Dili" is also cloudy: "I can go, he can come, he knows." Those who are in shape, first live in Gaoyang, benefit from the grain road, and take advantage of the war. "If we go to the battlefield first, we will take advantage of the land, the geographical advantage will be exhausted, the enemy will have nothing to rely on, and everywhere will be defeated, just as the so-called: "Those who move the trees, come, and the grass is obstructed, and the doubts are doubtful; the birds rise up, the ambushes, the beasts are terrified, and the overthrowers are also destroyed." "The enemy may be mixed with birds and beasts, or lying in the bushes, and his traces must not be called devious, and his plots must not be deceived, but because our people have taken advantage of the land first, the enemy, although he has a kind of foolishness, cannot escape my surveillance, and there is no need to worry."
However, as a military treasure book, the "Art of War" can not only teach people to take advantage of the first place, but also explain how to project people later when they have already promoted favorable places. Although Sun Tzu has experienced hundreds of battles, his husband is invincible, and he cannot take advantage of the opportunity everywhere. Sometimes when the rear enemy arrives and the geographical advantage has been lost, the plan will suddenly be released? So the "Geographical Advantage" chapter goes: "It is possible to go, it is difficult to return, it is known to hang, the one who hangs, the enemy is unprepared, and if the enemy is prepared, it is difficult to return." "Hanging shape is the terrain where the geographical advantage has been lost, and I have not been able to avoid the place of victory, so I must think about how to break the enemy's geographical advantage." Sun Tzu believed that it was possible to take advantage of its lack of preparation and sneak attack to win, so that hanging shape would not become the weakness of our army. Youyun: "He who is reclusive, I will dwell first, and I will wait for the enemy with profit; if the enemy dwells first, I will not follow the surplus, and I will obey it without profit." "The shape of the pass is the gorge between the two mountains, and if the enemy lives here first, he will already occupy an advantageous area, but he must not give up lightly, but must carefully observe the specific arrangement of the enemy's position, and if the enemy only holds half of the pass valley, then I will follow the pass and occupy the other half, so that the enemy and I are in the pass, and we will have a favorable position with the enemy."
So, what do these lessons of Sun Tzu's Art of War have to do with the new economy that our people are watching today? Today's new economic business wars, victory or defeat and safety are all about information, those who get information win the world, and those who lose information lose the world. And those who live in a favorable place by Sun Tzu are actually looking for an information highland, which is explained by the theory of information warfare, that is, to obtain the "information asymmetry" between the enemy and us. Therefore, my advantage will be in the land of easy profit. The so-called profiteer, through also, the information is smooth, omniscient; the so-called easy, simple, the link is concise, reduce the operating costs, so I live in the easy place, so I put the other in danger, the information is not smart, the link is cumbersome. Just today's investment, when choosing a place where one person is suitable for two places, the terroir is familiar, and the field of investment must also be familiar to me, or I can control the core technology, this is to build an information highland, so that I can form an information advantage with the opponent, to paraphrase the terms of institutional economics, called "information asymmetry". On the contrary, for example, if today's enterprises expand overseas markets, I cannot compare with local competitors in terms of information, interpersonal relations, culture, etc., then I have lost the information highland. Of course, this asymmetrical situation is unfavorable to me, but I must carefully consider the strategy of handling the area, or carefully consider whether there are loopholes in the opponent's market segmentation, whether there is a high opportunity for me to develop, if there is, I must seize the opportunity and work hard; if there is no opportunity, I must retreat from the whole body, do not engage in a senseless war of attrition, so as to judge the situation, advance and retreat, and live in an invincible position forever.
The second is the employment of people and human resources strategy
Sun Tzu's Art of War held that when a division marches, the general is the heaviest, and the victory or defeat of an army and the safety and security of a country are all tied to it. "Battle" Chapter Yun: "The general, the people's command, and the national security is also dangerous." "However, in the feudal era, the monarch's power was supreme, and it could not be overridden, and now that he would be the commander of the army and entrusted with the safety of the country, how could the monarch treat himself?" This one-king puzzle, such as a Go puzzle, cannot be broken through the ages, but in fact, Sun Tzu was in the Warring States era, and he has found the crux of it. Sun Tzu said, "The general, Junzhisuke." If the auxiliary Zhou is strong, the country will be strong, and the auxiliary gap will be weak. "This word will be the assistant of the king, and the subject will not be encroached upon the monarch." However, although the distinction between the honor and inferiority of the monarch and the subject is determined, the office of the monarch and the subject should not be confused, Sun Ziyun, if he wants to resend it, must clearly examine whether his talents are available or not. It must not be ignored. Just as the high-ranking managers of an enterprise must have the ability to control the supervisors at all levels, and the supervisors at all levels must have the ability to control the employees, otherwise the authoritarian power will not be established, and nothing will be accomplished. ”
Sun Tzu also lamented the shortcomings of the monarch's distrust of the general at that time, and pointed out in particular: "I do not know the affairs of the three armies, but the politics of the three armies, the soldiers feel it." Not knowing the power of the three armies, but with the three armies, the sergeant is suspicious. If the three armies feel and doubt, it will be difficult for them to wait, and it is said that the rebel army will win. "The general Jingqi pointed out that the three armies used their lives, and the general and the army were integrated, and the upper and lower levels agreed." Because only a general can understand the power of the three armies and the three armies, it can only be a general. Sun Tzu's words also said: "Therefore the war road will be victorious, the Lord knows that there is no war, there must be a war, the war road is not victorious, the Lord knows that there will be a war, there is no war to fight." Obviously, the strategy for victory depends on the conspiracy of the general, although the monarch has the order of war or not, and the general can not be exempted, and the great merit is to be accomplished, so Sun Tzu summed up five ways to win the war, one of which is "the one who can win but the king does not win." Knowing his ability and promoting it, it is said that the monarch knows the wisdom of the people, and does his best to not resist it, and it is said that the king is the director of the people, and this grandson Ding Da repeatedly two thousand years ago.
It is true that Sun Tzu's special emphasis on letting the generals go and making decisions is indeed a talk of experience after summarizing and analyzing the rise and fall of history. However, as a 21st century businessman, you should be very cautious in applying this principle.
This is because: First of all, sun tzu era can only rely on manpower and animal power to transmit information, low efficiency, slow speed, in that level of technology, if there is an emergency, reciprocating communication does have the danger of delaying the fighter, so the occasional "will be outside the king's life is not affected" in the reasonable. However, in today's developed network, such a problem no longer exists. Managers or employees, no matter where in the world, can use modern means of communication to get in touch with senior decision makers. There is therefore no reason to abuse the principle that "there will be no repercussions of the foreign monarchy".
Secondly, due to the uneven moral standards of managers, some unscrupulous managers deliberately avoid contacting the decision-making level, and the investment level communicates necessarily on major events to make their own claims for the sake of self-interest. Especially in the field of investment banking, in the 1990s, the bank of Bahrain was in full swing, the main reason is because the head of a branch overseas is secretly speculating in stocks from the head office, bringing huge debts to the bank. Under such circumstances, he actually took risks and made false accounts to conceal the truth, causing the bank's senior management to find out that it was half a year later, and at this time, due to insolvency, this century-old brand actually died!
It can be seen from this that the theory that "the foreign monarch will not be subject to his fate" must not be played out without principle.
Three days and nine changes in the benefits and enterprise survival strategy
Today's shopping mall enterprises, the party dies and lives, the prosperity and decline are impermanent, and the so-called you side sings and I appear. Runhua has been watching coldly for many years, considering its prosperity and decline, and summed up 29 common ills of general investors, of which the most harmful are the sheep psychology, blind investment, courage and strategy, knowing that they do not know how to advance or retreat, and know how to buy but not to sell. Because an enterprise and a boss have limited resources and financial resources, and their knowledge is limited, they can leap forward in this field, and may not be able to concoct the same in other fields. However, looking at the shopping mall, those who are greedy for more and more, who do not measure up to their own strength, and who have invested in opportunities abound, and so on, they have not been able to understand Sun Tzu's art of war.
The "Nine Changes" of the Gai War Art: "There is no house in the land, there is no place to commune, there is no jedi left, the siege is plotted, and the dead land is fought." Only when the road is involuntary, the army does not attack, the city is not attacked, the land is not disputed, and the king's order is not affected, only then will it be through the benefits of the nine changes. "The benefit of the nine changes, the king's destiny is not subject to one of which has been elaborated above, and this is not repeated. And the other eight, the karma should be three times.
There is no room for a cloud. The land is a place destroyed by the flood, there is nothing to rely on, and the military is not given, so it is not allowed to be stationed here. Take the shopping mall, equivalent to the "sunset industry", this kind of industry profit is low, needless to say, the market share has long been divided up by the major giants, the latecomers are not profitable, and such as the mainland's home appliance industry today, although its technology is not sunset elimination, but the major manufacturers are not different from reducing prices to expand market share, so that the profits are getting thinner and thinner, almost at a loss to make money, this kind of industry, that is, the so-called law of war, investors can not stop also.
In the Spring and Autumn Period, the reason why Zheng Guo was able to dominate xiaoba and the Central Plains was because he could maintain good relations with the four strong forces of Qin, Qi, Chu, and Jin, which surrounded the four aspects of his southeast, southwest, and northwest, and shared the traffic with the four sides. In today's shopping malls, that is, the so-called industry alliances are also, such as the confrontation between the three or four giants in an industry, the trend of separation, and it is difficult to change in the short term, so Qu Zhi, the four parties are accessible, and they are discussed in the east and west, if they form a tacit understanding, share the market. Although this plan is nearly monopolized and prohibited by law, the shopping mall is ruthless, and it does not lose the strategy of preserving coexistence.
Three Jedi have no left. The land has no water springs, wells, livestock, and wood pickers, which is called jedi, and the jedi is even more empty and unprofitable than the land, so it cannot be left. Since he is a Jedi, he has no one who dares to enter. This phrase seems to be common, but in the investment mistakes, deep into the inability to extricate themselves also has the effect of medicine stone, such as investment in the stock market unfortunate set, has been unwinding hopeless, inevitable greater losses, promote capital turnover, when endure a momentary pain as soon as possible to cut meat, this is said to be Jedi no stay.
The four encircled plots. Surrounded by talent, I was surrounded and could not get out. At this time, it is impossible to consider the problem with common sense. When something goes wrong, we should use surprise to control the odd, so we should use strategy, adopt reverse thinking, and surprise the enemy, so that there is a glimmer of chance to win.
If the five dead are killed, they will fight, and if they are placed in the place where they must die, then people will fight for themselves. Arms are like a broken boat, a battle against the water, this is not a place of death, but in order to stimulate fighting spirit, artificially set up a place of death. The same is true of business wars, when suddenly encountering strong enemies and constantly rushing forward, they had to go all out, so they frankly handed over to the employees to explain the current situation, aroused the enemy's hatred, and would surely be able to reap unexpected results, so Sun Tzu especially said: "Those who die, I will show that I will not live." However, this policy should not be lightened, abused, and abused, and gradually lose the trust of employees."
From this change in the five places, we can understand why the following clouds, armies, cities, lands, and king's orders are all not passed, not attacked, not attacked, not disputed, not affected, just as the so-called "use of the magic of one heart", with the change of its situation, our people deal with it properly, and then do something, some do not do. Therefore, Sun Tzu's Art of War went: "The changes in the nine lands, the benefits of bending and stretching, and the reasoning of human feelings must not be ignored." "These nine changes are abstractions of all human nature and physics, the world is cold, so today's business behavior is strange, the way of survival of the industry is various, but push the essence, ann out of this nine changes Yes?
The four are the art of determination, quietness, peace, prudence, concern and high-level decision-making
As we all know, business decision-making is the core of the entire business activity, decision-making, in the era of Sun Tzu, also known as "temple calculation", "Counting" Yun: "The husband who has not fought and the temple counts the victory, he must count more; the temple without war and the temple is counted as invincible, and he must be counted as less." "Planning the temple, the decisive victory is thousands of miles away, the god of Sun Tzu's temple is so, my people are born today in the new economic era of information explosion and network crisscrossing, the opportunity for business to win or lose, cover in Sihu?
However, with common sense, enterprises take profits as the guide, and self-employed subjective haircuts are never willing to waste money. However, the clever are mistaken by the clever, and there are many disciples. Sun Tzu's Art of War Yun: "It is the concern of the wise man, and it will be mixed with the interests and harms." Mixed with profit and trustworthy, mixed with the harmful, and the problem can be solved. It can be seen that the attribution of all our commercial behaviors is "profit", but everything is not perfect, and the benefit will be harmful, so it is said that the interests and stakes are mixed, and the overall consideration can be invincible. If you see the benefits and forget the harms, it is said that the benefits make the wisdom dim, the intellectual rational instinct of the Gaiwu people evaluates and judges the interests, and the intention to do things can covet the world's first useless vanity and blindly expand, or hinder the love of relatives and children, or take revenge for a while to pick quarrels quickly, faint tricks, the traces of defeat, and the specks of scrutiny. These failures show that decision-makers must always maintain a high degree of clarity.
When Sun Tzu was born in the chaotic world of the horses and horses two thousand years ago, he knew that the root cause of these wrong decisions was not lack of knowledge and lack of reason, but that reason was blinded by the will. "Sun Tzu's Art of War and Fire Attack" says: "Therefore, the Ming Lord is worried, the good will be repaired, the non-profit will not move, the non-use, the non-danger will not fight, the Lord cannot be angry and rejuvenate the division, will not be able to fight with sorrow, move in harmony with the interests, do not stop in line with the interests, anger can be restored, sorrow can be restored, the country cannot be restored, the dead cannot be resurrected, so the Ming Emperor is cautious, the good generals will be vigilant, and this way of the whole army of the country is also." "If you don't move, if you don't use it, if you don't use it, if you don't fight in danger," it is actually the common sense of marching and fighting, and this is a repeated thing, and the commander-in-chief should not be taken by the will. The Gai monarch has those who have gone out of their way out of anger, and the generals have those who have fought because of their anger, and they have been counted hastily, and few have been undefeated. Therefore, Sun Tzu proposed, "The Ming Emperor is cautious, and the good general is vigilant, and this is also the way of the whole army of the country." The ancients had a sense of life here, such as Confucius said: "The violent tiger Feng He, who dies without remorse, I will not be with him, but I will also be afraid of things, and I will be good at plotting." Zeng Zi said: "Trembling and trembling, like walking on thin ice." "Etiquette and University" said: "The way of the university is in Mingmingde." In the people, in the end of the good. Knowing and then having concentration, being still and then being able to be still, being quiet and then being able to be at peace, being able to be at peace and then being able to worry, worrying and then being able to get. The person who stops at his best, that is, Sun Tzuyun, "knows the other", and the decision-maker then maintains the mentality of being able to be stable, quiet, and peaceful, can correctly judge and study what has been done and done, has insight into the situation between the enemy and ourselves, the advantages and disadvantages, and then can gain something. These statements are consistent with the requirements of Sun Tzu's Art of War for the mentality of decision makers.
All in all, in today's economic globalization in the new century, China's minjing has joined the WTO, and Chinese enterprises are facing greater and more powerful challenges from foreign enterprises. For the majority of businessmen, if they can deal with it skillfully, the WTO can bring unprecedented development opportunities. In this case, it is necessary for the majority of Chinese industrialists and businessmen to face the challenge with higher wisdom and courage, and the book "Sun Tzu's Art of War" contains extremely rich wisdom in business warfare, waiting for everyone to explore. As long as we take its essence, remove its dross, and flexibly apply it according to specific conditions in the 21st century, when information is developed, not only can this treasure book glow with new youth, but it also obviously has a guiding effect on the revitalization of China's industry and commerce.