What age are you still staring at your competitors?
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Its.Real.，Stare at.and that's itCompetition.controversyRight.There's nothing wrong with hands. I havebypointsDon't.Clothing.it's beenErie and Mengniu are two milksIndustry.company, which had been together for nearly a decade. Can be very sureRecognize.landSaid.In.This.Two companieshairThe exhibition is close to a thousand so farBillions of rulesmoldoverIn the process,“Stare at.and that's itRight.Hand.”This.strategy is very successfulWei. One horse on Tetracy's warm milk, the other also followed; one out of Trensu high-end milk, not long after the other's gold book was listed; one sponsored variety show earned, the other is not willing to lag behind.There is a reference to the competitors, playing, we have developed, this case is not uncommon. Zhu Mingyue, founder of pig eight ring network, once explicitly suggested that we must find a competition, staring at its data and movements, the direction is not too bad.The benefits of staring at your opponent can also be logically verified:First, the action of competitors is often to help us "trial and error", would like to do it themselves is not quite sure, a look at the right to do, either they have a more secure push, or they get sweet, worst, but also together to suffer, better than my own bad luck. Decision-making is easier.Second, staring at competitors tends to boost internal morale, which is a grip on organizational construction. People are besaving, what opponents are not, enterprise temperament is inevitable, easy to breed internal contradictions. Once there is an opponent who can be consistent with the outside world, the fighting power also comes up.The cases of Baidu and Google also tell us how important it is to have a competitor. When Google was still at home, it was The best time for Baidu to develop. Google exited China, Baidu's competitors suddenly disappeared, short-term seems to have no competition to usher in the good, long-term Baidu's decline is from then on planted the seeds.Since "staring at an opponent" is so important, why does our title seem to show a disdain for the strategy of "staring at an opponent"? It depends on how you look at the problem, not that the opponent is not important, but to think about this problem in terms of situation, stage, scale, overall, about the competition to see this:First: strategic contempt, tactical attention.Second: short-term attention, long-term neglect.If we build a "long-term and strategic" perspective, "staring at the opponent" is one perspective in all your strategic landscapes, and there's nothing wrong with that perspective.On a larger scale, there are two angles that go beyond the focus on competing pairs.One is vertical, if a company has its own mission and vision, have their own want to achieve the place, how to surpass themselves at this time is more important than beyond the opponent. When an enterprise has a long-term mission, the focus is very different from that of competing only. Alibaba's mission is to "make the world a business that is not difficult to do", and its focus is on the world's large number of small businessmen and users who want cheaper goods and a better shopping experience.Ali Taobao's early days with eBay were also a mess at home, and eBay also occupied a financial advantage, in my mind, when the front page of several portals were occupied by eBay. But Taobao did not follow up, on the one hand, there is not so much money, on the other hand, when there is a long-term mission "so that the world is not difficult to do business", Taobao found that in addition to competitors, there is a catcher, and a longer-term grip, can escape from the opponent's street war.In addition to crazy advertising, is there any other way forward in the direction of "let the world have no difficult business"? Obviously there is.Do small business people want to open stores online more easily? So there's the free policy.Buyers and sellers don't know each other and are afraid to trade? So Alipay has it.Alipay has a lot of money, transfer in and out also trouble can let it make some money? So the balance treasure has.Consumers want to buy but have no money, credit can not? Of course! So the flowers and the loans are there.Ali Taobao's own long-term mission is to "make the world no difficult business", you will find that as long as in all aspects of the transaction to reduce transaction costs, in the road forward. It doesn't matter what competitors do at this point.Do you think mission and vision matter? Does your company have a mission vision? （If your company has a mission vision, please leave a message in the message area with your company's name and your mission)It's a vertical angle, and there's a horizontal angle where we can go beyond the focus on existing competing pairs. We introduce two new concepts: alternatives and his choices. After so long on the mobile Internet, we are no stranger to the concept of "cross-border robbery". There are a lot of attacks, not at all in the original we are watching those competition, but from outside the industry or even outside the industry.A more recent one, called "alternative", refers to a different implementation than the original product, but achieves the same function. Walkman's initial replacement was a music CD-ROM, which later became an ipod, and although it was implemented in a different way, it satisfied the demand that people listen to songs, and the function was the same.If you keep an eye on your direct competitors, Kodak's opponent is Fuji, both of which make film cameras. But it's not each other who beat them, first the new digital cameras and then the smartphones. For the average consumer like me, Huawei's camera performance really meets more than 80% of my photo needs.A little further away from the cross-border robber is "he chooses", which means that although the form and function of the product are not the same, but the purpose of completion is the same. The direct competition for McLeod KTV may be the money cabinet KTV, their common alternative is now popular in the major shopping malls of the mini K song room, and their choice may be the cinema, because KTV and the cinema completed the "go out at night" purposes.The walkmans and music discs we mentioned earlier, and their other choices may be shakes and quick hands, both of which meet the goal of "consuming idle time".When Unification and Master Kang compete for market share with each other, they beat the United States as a whole and hungry?The emergence of shared bikes has completely solved the city's governance problems when black drivers parked next to subway stations thinking they were competing only with taxis and bungees. A large number of black car drivers have been "from good" to drip-drip running fast cars.Let another city to control the stubborn disease "thieves" almost disappeared is not the reason why the public security department increased the police force, but Alipay and WeChat payments appear, we all go out without cash.While airlines are surprisingly recruited to boost their market share, the emergence of high-speed rail has reduced the number of people making aircraft overall. If the replacement of high-speed rail to aircraft is still easy to think of, nails and the rise of ZOOM so that a large number of business meetings online to solve, business-purpose aviation and high-speed rail travel has collectively been hit.Coca-Cola once had an internal strategy discussion in which the CEO asked managers to talk about Coca-Cola's market share , the rest of which was growth space , and most managers gave about 60% of the answers , leaving Pepsi 40% . The CEO said, no, our market share is only 3%! Instead of seeing Pepsi as a competitor, Coca-Cola should look at all consumer drinks as a whole, where Coca-Cola's share is 3%, or 97%.It makes sense, can you say that Wang Laoji and Gadobo are not Coca-Cola's competition in China?SoThe.What to thinkCompetition is rightHand? From.Tactically and operationally, as a gripe be sure to keep an eye on it. But strategically, it should cross the limits of our competitors' thinking. Previous recommended reading
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