◆ Seven "heart" big hands.
Zhuge Liang's capture of Meng Huo seven times is a wonderful example of "playing hard to get" in military history. After the establishment of Shu Han, it was decided to explore the North. At that time, Meng Huo, the leader of Southwest Yi, led a hundred thousand troops to invade Shu. In order to solve the worries of the Northern Expedition, Zhuge Liang decided to personally lead the troops to pacify Meng Huo. The main force of the Shu army arrived near Lushui (now Jinsha River) to lure the enemy deep and set an ambush in the valley in advance. Meng Huo was lured into an ambush, defeated and captured.
Supposedly, the goal of capturing the enemy commander has been achieved, and the enemy will not have strong fighting capacity for a while. If we pursue victory, we can defeat the enemy greatly. However, Zhuge Liang considered that Meng Huo had a high prestige and great influence in southwest China. If he is persuaded to surrender voluntarily, the south will be truly stable. Otherwise, the tribes in the south will not stop invading and the rear will be difficult to settle down. Zhuge Liang decided to take a "heart attack" war against Meng Huo and release Meng Huo flatly. Meng Huo said that the next time he hit you, Zhuge Liang just smiled. Meng Huo returned to the camp, towed away all the ships, guarded the south bank of Lushui, and prevented the Shu army from crossing the river. Zhuge Liang unexpectedly crossed the river from the unsuspecting downstream of the enemy and attacked Meng Huo's granary. Meng Huo was furious and wanted to severely punish the soldiers and arouse their resistance, so he agreed to surrender and tied Meng Huo to the Shu camp while Meng Huo was unprepared. Zhuge Liang saw that Meng Huo was still not satisfied and let him go again. Later, Meng Huo tried many tricks, which were discovered by Zhuge Liang. He was arrested four times and released four times. For the last time, Zhuge Liang set fire to Meng Huo's rattan armor and captured Meng Huo alive for the seventh time. Finally, Meng Huo was moved. He sincerely thanked Zhuge Liang for not killing for seven times and never looking back. Since then, the southwest of Shu has been settled, and Zhuge Liang can send troops to the Northern Expedition.
Fighting is only the purpose of destroying the enemy and seizing territory. It is not advisable to force the "poor bandits" to jump over the wall and die, losing troops and losing land. Letting him go is not the same as letting the tiger go back to the mountains. The purpose is to make the enemy's fighting spirit gradually slack off and his physical and material resources gradually consume. Finally, he will look for opportunities to destroy the enemy and achieve the goal of destroying him. Zhuge Liang's seven disgraces were by no means emotional. His ultimate goal is to use Meng Huo's influence politically to stabilize the south and take the opportunity to expand his territory. In military strategy, there are two words: "change" and "unchanged". It is not the usual practice to release enemy commanders. Usually, if you catch the enemy, don't let it go easily to avoid future trouble. Zhuge Liang sized up the situation, adopted the strategy of attacking the heart, tackled seven times and tackled seven times, and took the initiative in his own hands, and finally achieved his goal. This shows that Zhuge Liang is a rare military wizard with foresight, improvisation and good use of the art of war.
◆ Dreams fail.
At the end of the Jin Dynasty, the prefect of Youzhou, Wang Jun, attempted to rebel and usurp the throne. After hearing the news, Xerox, a famous Jin Dynasty star, planned to destroy Wang Jun. Wang Jun is strong, and Schleswig is afraid that it will be difficult to win at the moment. He decided to play hard to get and paralyze Wang Jun. He sent a guest, Wang Zichun, with a large number of pearl treasures as a tribute to Wang Jun ... and wrote to Wang Jun to express his support for him to be the son of heaven. The letter said that the country is now in decline and the Central Plains has no owner. Only if you are a noble world can you be qualified to be an emperor. Wang Zichun embellished it again, making Wang Jun happy and believing it. Just then, there was a subordinate named You Tong in Wang Jun, waiting for an opportunity to rebel against Wang Jun ... You Tong wanted to find Xerox as a backer, but Xerox killed You Tong and gave his head to Wang Jun. This move made Wang Jun absolutely relieved of Schleswig.
In 3 14 AD, Schleswig-Holstein heard that Youzhou was flooded and the people had no food. Wang Jun regardless of people's life and death, exorbitant taxes, one after another, people's resentment boiling, morale floating. Schleswig personally led the troops to attack Youzhou. In April this year, Schleswig's troops arrived in Youzhou, but Wang Jun was still in the dark, thinking that Schleswig had come to support him and was not prepared to fight at all. Suddenly captured by Schleswig-Holstein soldiers, he woke up like a dream. Wang Jun was tricked into playing hard to get by Schleswig-Holt, and his dream failed.
Driving the enemy into a hurry, it had to concentrate and fight back desperately. It is better to relax for a while, let the enemy lose their vigilance and relax their fighting spirit, and then wait for an opportunity to annihilate the enemy.
Give up your own flesh and blood and kill the detained person in order to make plans.
Kill Hu by playing hard to get. During the Spring and Autumn Period, there was a resourceful man in the state of Zheng who wanted to annex neighboring Hu. Although Hu is a small vassal state, his army is stronger than Mazhuang, and the people of China are brave and good at fighting. Zheng rushed to war and may not win. So Zheng Wugong came up with a plan to play hard to get: first, he pretended to make friends with Hu Guojun and married his beautiful princess to Hu Guojun. Hu Guojun was naturally overjoyed, while Princess Zheng shouldered the heavy responsibility. On the one hand, she lured Jun Hu to indulge in debauchery and relax national politics all day long; On the one hand, spying on Zheng Wugong's political and military intelligence.
Zheng Wugong also held a secret meeting to discuss how to attack small countries and expand territory. Without knowing it, the doctor boldly remonstrated and said, "At present, Hu is the easiest country to attack. On the one hand, it will be profitable after the destruction of Hu, and on the other hand, it will conquer foreigners for the Zhou court and consolidate Zhou. " . Angry: "I just made friends with Hu recently, not to mention my princess is over there." If I kill Hu Hou, won't my daughter become a widow? " Bold fanatics! "Say that finish, ordered to kill off immediately. Other ministers dare not say much. When the news reached Hu, he believed Zheng more, completely relaxed his vigilance and became more indulgent. When the time is right, attack Hu on a large scale. Soon, Hu was conquered and killed, and all Hu's territory belonged to Zheng.
Analysis of current use situation
Playing hard to get means to indulge something temporarily in order to seize and save it, and finally get it back.
People often hope to make a deal quickly, but haste makes waste.
People need an adaptation period when they accept a brand-new thing. The same is true when talking about business. At the beginning, both sides often hold some unrealistic ideas and various inherent views, hoping to achieve their goals smoothly. However, the negotiation process often makes both parties suddenly realize that the price that the buyer wants becomes impossible, and the quick transaction that the seller expects also becomes a bubble.
Facts have proved that it is impossible for both buyers and sellers to adapt to these new and incomprehensible realities at once. Generally speaking, in the negotiation process between the buyer and the seller, the buyer always needs enough time to consider accepting an unexpectedly high price, and the seller is never prepared to lower the predetermined price at the beginning of the transaction. Both parties need enough time to adapt before reaching an agreement. Therefore, both buyers and sellers should "change places" and think about it, and don't rush to force the other party to make concessions.
Don't rush to make a quick decision, sometimes you need to play dumb and tell the other person politely that you haven't thought it over.
◆ "Planting" enterprises
There is a large electrical appliance company with high quality products and high reputation at home and abroad, which urgently needs to expand its production scale. But at that time, the company couldn't afford so much money for expansion projects. The more feasible way is to merge other small enterprises and transform them with their original equipment. How to integrate with each other? If the other party doesn't get any benefits, how can they bow down? Electric companies bring three major benefits to small businesses:
First, select some technicians to train employees of small enterprises;
Second, take out some funds to transform the original equipment of small enterprises;
Third, under the premise of qualified product quality, small enterprises can use the company's brand.
As a result, these small enterprises were easily swallowed up, which made big electrical companies spend 70% less money, expanded their production scale and increased their profits. It's like sowing before harvesting in autumn. Winning each other's goodwill and achieving their own goals first is much higher than the success rate of active impact.
◆ Western-style "playing hard to get"
In order to open the China market, the Coca-Cola Company of the United States did not dump goods to China at first, but adopted the method of "if you want to take it, you must give it first". First, provide China with 4 million dollars worth of coke filling equipment for free. He will make great efforts to advertise on TV and provide low-priced concentrated drinks, so as to arouse your appetite and make you happy to produce and sell American cola. Once the market opens, he will import equipment and raw materials again, and he will adjust the price according to your needs and raise the price to collect money.
Over the years, Coca-Cola in the United States has become popular in China, and the number of manufacturers has grown from one to many, and the sales volume and price have also increased exponentially. American businessmen have earned enough money, and their free investment in China equipment has been recouped many times. This means that you can't give up some sweets before you can implement your plan. This kind of playing hard to get is everywhere in shopping malls.
For example, when kerosene entered China in the last century, foreigners first lit lanterns for China. If you get used to it, you will naturally buy his "foreign oil".
Clever lottery "hook" fish method
1960, Ritalin F developed by Takeda Pharmaceutical of Taiwan Province Province was patented. This medicine not only has a good reputation, but also has a high unit profit rate. As a result, the underground factories in Taiwan Province Province were salivating, and fake ritalin F began to appear, which quickly impacted the market of Takeda Pharmaceutical.
The situation faced by Takeda Pharmaceutical at that time was very severe. On the one hand, at that time, the legal protection in Taiwan Province Province was not detailed enough, and the chapters that hindered agriculture, industry and commerce in the Trademark Law, Patent Law and Criminal Law had not been revised, so it was difficult for genuine manufacturers to have a reasonable return; On the other hand, in a similar situation, the usual practice is to take criminal proceedings against counterfeit manufacturers, demand civil compensation, or apologize in newspapers, while Wutian Pharmaceutical suffers from the lack of information about underground factories and cannot take legal action.
After the planning of the relevant departments of the company, a rigorous public relations activity to protect itself with marketing contingency strategy began to be implemented.
1966, takeda pharmaceutical co., ltd launched a seemingly stimulating consumption activity-"takeda pharmaceutical love lottery" lottery. The prize in this lucky draw exceeds 1600, and the participation conditions are very simple. Consumers can participate as long as they buy a box of 100 tablets of Ritalin F. The specific requirement is that consumers should indicate their names and addresses on the empty boxes, as well as the names and addresses of pharmacies.
When the empty medicine boxes were sent to the lottery scene like snowflakes, Takeda Pharmaceutical mobilized many experts to identify the authenticity of the medicine boxes. Through this activity, they not only mastered the basic information of consumers, but also gained a more important harvest, that is, pharmacies and pharmacies selling counterfeit drugs have become turtles in a jar of Takeda Pharmaceutical.
Subsequently, Takeda Pharmaceutical immediately sent a letter to every consumer who bought counterfeit drugs, explaining the harm of counterfeit drugs and telling him how to distinguish counterfeit drugs. At the same time, the company sent people to persuade pharmacies and pharmacies that sell counterfeit drugs. Coupled with the investigation by public security organs and the angry accusations of consumers in person, pharmacies and pharmacies dare not hope for the profiteering of counterfeit drugs.
Takeda Pharmaceutical's public relations activities are well-planned and multifunctional. Drugs have their special properties. If consumers know Takeda Pharmaceutical's action to eliminate counterfeit drugs in advance, it will affect marketing under the pressure of fear of buying counterfeit drugs. Takeda Pharmaceutical has mastered this point, and played down the serious action to eliminate counterfeit drugs by giving prizes as an "incentive means" to stimulate consumption. Through this public relations activity, Takeda Pharmaceutical not only established consumer data files, but also gave consumers who bought counterfeit drugs another opportunity to receive product knowledge, deepened their understanding of Takeda Pharmaceutical, and more importantly, cut off the marketing channels of underground manufacturers and completely eradicated the harm of underground manufacturers. Underground factories in Taiwan Province Province have always been regarded as "rats moving". I caught it today, and tonight I moved the simple machinery to another place to start a new stove, which caused a difficult situation to catch. Takeda Pharmaceutical starts with the marketing channels needed for survival, which is the biggest factor for the success of "killing the enemy with fake things".