When we want to enter any field, basically there are already companies doing it, and they are quite influential, which will make some entrepreneurs feel stressed.
because consumers prefer high market share or high popularity.
Does this mean that startups have no chance?
is definitely not the case. No industry that is fully competitive among the whole nation can produce a company that is self-respected, because no matter how powerful a company is, it will leave certain opportunities for other companies.
When discussing how to compete with a company that is stronger than us, it is necessary to review the classic domestic story "Tian Ji Horse Racing". He can actually win horse racing in front of competitors with stronger overall strength than his. He uses a relatively special strategy and a misaligned pairing method.
Tian Ji Horse racing story is recorded in "Records of the Grand Historian: Biography of Sun Tzu Wu Qi". The protagonists of the story are Tian Ji, Sun Bin and Qi Weiwang .
Tian Ji and King Wei of Qi both like horse racing, so the two agreed to win two games in three games. But Tian Ji always lost when racing against King Wei of Qi. His comprehensive strength is no match for King Wei of Qi at all.
After reviewing, Sun Bin knew the reason why Tian Ji lost the game, because Tian Ji always used his best horse to match King Wei’s top horse, medium horse to match King Wei’s medium horse, and inferior horse to match King Wei’s low horse, and as a result, he always lost three battles and three defeats. If you change the order of the horses to compete, it will be much higher.
At the suggestion of Sun Bin, Tian Ji used a low-level horse to match King Wei's top-level horse, the high-level horse to match King Wei's medium-level horse, and the medium-level horse to match King Wei's low-level horse. In the end, Tian Ji achieved a record of two wins in three games and defeated King Wei's.
The story may not be true, but it can tell us a truth: when our overall strength is not as good as our competitors, as long as we can form a resource mismatch with our competitors, we may turn defeat into victory.
Similarly, when we want to enter a certain field, our overall strength is definitely not as good as the industry leader. So how can we rise against the trend under the heavy pressure of giants?
Pinduoduo gave us a sample, and this company was established in September 2015. At that time, e-commerce giants such as Alibaba , JD , etc. were already listed in the United States. Alibaba has a market value of around US$200 billion, and it is already a giant. JD.com's market value is also around US$40 billion, making it the second place in the e-commerce field without any suspense.
In addition to Alibaba and JD.com, Suning.com is also a 100 billion scale. The Vipshop , which mainly sells special products, also has a market value of over 10 billion yuan.
At that time, it seemed that there was no opportunity in the e-commerce field, because there were already e-commerce platforms for positioning, and people no longer needed more e-commerce platforms.
Huang Zheng does not believe in evil because he found that consumers in the sinking market on the Internet platform were not satisfied with shopping. These people don’t care much about the brand, they only care whether the price of the product is low enough.
After determining the target user, just use the corresponding strategy to do it. After several years of development, Pinduoduo once surpassed JD.com and became the second-ranked e-commerce platform in China's market value.
Assuming that Huang Zheng was studying JD.com at that time, he also followed the self-operated timeliness route, building his own warehouse and self-built logistics team, then Pinduoduo may not be able to obtain financing at all. Because JD.com has taken more than 10 years to build a moat, startups have no strength to compete.
Assuming that Huang Zheng learns Jack Ma to go to the mid-range or high-quality route, Pinduoduo is not Alibaba's competitor.
Pinduoduo successfully avoided the existing advantages of all Internet giants and gained its own market share. This is also a typical example of "Tian Ji's horse racing", you can't accept it!
In fact, there will be markets that giants look down on or ignore in any industry. Only by attacking their weaknesses is a wise move.
The current smart phone field seems to have been saturated and even has a downhill road, but in fact it is not completely without a chance.
Because all domestic mobile phone manufacturers have begun to focus on the high-end mobile phone market, they will inevitably relax the defense of the low-end mobile phone market. If we enter the low-end mobile phone market and focus on smartphones that can care for the elderly, there may be certain opportunities.
Similarly, many industries can apply it. First, analyze what the industry leaders are unwilling to do or did not expect. We will not encounter their sharpness after entering. This method allows us to find a place to survive from competition.
Someone may ask: "What if others are the first place and we are the second place, and we want to surpass the other party?"
When the first place and the second place must have a head-on contact, you can still find the opponent's weak spots and attack. For example, the other party is more powerful in offline channels. Online sales are average, and they are not very good at online marketing . Then we can shift the focus to online and let online marketing surpass the other party. Netizens will think that you are the real boss, and over time, you will also overtake.
In short, when you want to enter a certain field, try to "avoid its edge". When both sides cannot avoid it and must compete head-on, we still have to attack their weaknesses, so that the probability of victory is greater.
This is the best era and the worst era. With capital thinking and innovative models, the whole world is your stage!
In the world of new business, there are no eliminated industries, only eliminated products and outdated business models. In the future, all business competition will focus on in product innovation and model innovation.
A company or a boss is destined to be defeated early if the innovation ability is short. Please remember that without innovation, there is no imagination!
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