What are blue ocean tactics in the business field? Red Sea tactics?

It can be seen from the book "Blue Ocean Strategy" that the so-called blue ocean strategy is the cruel competition for enterprises to break through the red ocean. They do not focus on defeating competitors, but mainly focus on making every effort to serve buyers and enterprises. Create a leap in value by yourself, and thereby create a new "uncompetitive" market space, completely get rid of competition, and create a blue ocean of your own.

There are several keywords here, one is "breaking the rules of the game", the other is "value innovation", and the other is "no competition". However, I can't help but wonder, this kind of no competition , a self-centered market, how can industries that are increasingly market-oriented "surpass industrial competition and create new markets"? Economic theory tells us that where there is a market, there is competition. This is the eternal principle of market competition. Should this principle of competition be immediately revised and invalidated, or can anyone truly escape from industrial competition?

This is not to criticize the book "Blue Ocean Strategy", nor do I think I have followed W. Qian Jin’s theory is very high, but after detailed analysis and demonstration of the essence of “Blue Ocean Strategy”, I believe that “Blue Ocean Strategy” is actually “the first crab-eating strategy”! The basic core point is that whoever can be the first to discover new market space and who can create a mutually satisfactory value chain between products and consumers will take the lead in market competition.

Applying this core point, it is not difficult to discover why Starbucks, Southwest Airlines, Cirque du Soleil, etc. have quickly become leaders in the industry in the brutal Red Ocean competition. . In fact, there are countless such cases in China. For example, Wuxi Suntech Shi Zhengrong, why did he become the richest man in China? Is it because he was the first to seize control of the industrial chain and discover the sunrise industry of solar photovoltaic power generation? However, if you ask Shi Zhengrong, is there competition in the solar photovoltaic power generation industry? I believe he will say, yes! For another example, looking at China's rich list in recent years, Rong Zhijian, Zhu Mengyi, Huang Guangyu, Ding Lei, Chen Tianqiao and other Chinese rich people are all the first to eat crabs and those who dare to eat crabs, so they are allowed to dig. Get the first pot of real gold in an industry. However, I would like to ask if there is competition in the industry they are in?

These rich people who "have a long night and are still thinking" have used their worries about tomorrow to tell us that it is necessary to face competition, but how to ensure the long-term superiority of their own competition. There is no absolute "uncompetitive" market, only a relative "uncompetitive" market! It's just that although there are many crabs in the world, there is only one person who dares to eat them first. Then we can only look at other foods that are not well known and who will be the first to eat them?

There are indeed many people who want to be "the first to eat crabs", and even more people who want to "find fresh food", such as LG, Lenovo, Shenzhou Computer, Digital China, Hisense, Little Swan, Netac, Yingxue Waiting for nearly a thousand companies to launch blue ocean strategies and find their own blue ocean really makes me puzzled.

Why did blue ocean strategy arise in so many companies at the same time? Why do they talk so much about blue ocean strategy without any scruples? Based on my understanding of public relations hype as I am in the public relations industry, are these companies suspected of using the topic to hype? "Hype" is an art and a commonly used public relations technique, but not all topics can be applied to all companies.

I believe everyone has heard the stories of "hiding one's ears and stealing the bell" and "the emperor's new clothes". I will not repeat the morals of these two stories here. I just want everyone to consider it carefully. Many companies are hyping up their own blue ocean strategies, found their own blue ocean, and created their own "uncompetitive" market. And this kind of "uncompetitive" market is not suspected of "hiding one's ears and stealing the bell", and it also feels like "the emperor's new clothes".

Don’t forget that China is the country with the strongest imitation ability in the world. Almost all world-famous brands will appear as “fake” products in China. For Chinese companies that focus on manufacturing, it is still too early to talk about blue ocean strategy. The time to really talk about blue ocean strategy is after you have completely "get rid of" competition and entered "relatively uncompetitive". Not too late either.

“Looking coldly at the Red Sea”! Chinese companies should correctly understand the essence of "blue ocean strategy" instead of using it as a "bait" for public relations hype, using it to deceive and be deceived, but in the end they don't know who they deceived? We hope that companies that have used "bait" can truly "surpass industrial competition and create new markets." We do not hope that in a few years, these companies that claim to have "found the blue ocean" will become the laughing stock of the Chinese business community when they are unable to cope with competition. , that’s really a big “blue ocean joke”.

Use "blue ocean" with caution. When products are homogenized, technologies are homogenized, and even strategies and communications are homogenized, it is really a tragedy. The tragedy of Chinese enterprises, China's public relations Such sorrow!

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"Blue Ocean Strategy" is destined to become a keyword in the global management community in 2005.

The "Red Ocean" is an extremely competitive market, but the "Blue Ocean" is not an area without competition, but a brand-new market area obtained through differentiation. Here, companies rely on their innovation to The ability to achieve faster growth and higher profits.

Blue ocean strategy requires companies to break through the "red ocean" formed by traditional bloody competition and expand new non-competitive market space. Unlike the existing competitive market demand, which usually shows a shrinking trend, blue ocean strategy What we consider is how to create demand and break through competition. Our goal is to build a systematic and operable blue ocean strategy and execute it outside of the current "red ocean" competition in the known market space. Only in this way can enterprises act wisely? Expand blue ocean areas in a responsible and responsible manner, while maximizing opportunities and minimizing risks. Any company, regardless of its size, whether it is an existing industry company or a new company entering the industry, should not and cannot Excessive risk-taking.

What is blue ocean strategy? Maybe many people don’t know. Let us imagine that we imagine the entire market as an ocean. This ocean is composed of a red ocean and a blue ocean. The red ocean represents all the industries that exist today, which is our known market space; the blue ocean represents industries that do not exist today. , this is the unknown market space. Then the so-called blue ocean strategy is not difficult to understand. Blue ocean strategy is actually a corporate strategy for companies to transcend traditional industry competition and create new markets. Nowadays, this new economic concept is attracting the attention of the global business community. Some even say that the next few years are destined to become the years of "Blue Ocean Strategy".

The famous professional manager Mr. Su Qiyang published the "Blue Ocean Strategy Brief" on blue ocean strategy combined with practical application. The Blue Ocean Strategy Brief explains two wonderful cases: China Mobile's Blue Ocean Strategy: "The Fifth Media" , the five directions of future development of the Internet industry are of great help to reading and understanding blue ocean strategy.