Chapter 14 Chapter 14 Don’t do one-shot deals Europeans make money stories

Modern business culture originated in Europe.Although the economic strength of European countries is smaller than that of the United States due to the limitations of various objective conditions, if the European Union is considered as a whole, it will be the largest economic entity in the world.Europe will always be an economic force that cannot be ignored, because it has the best group of businessmen in the world. German businessmen are strict in character and pursue perfection in quality; British businessmen pay attention to rules and gentleman etiquette, and never forget these principles in the process of doing business; French businessmen are cheerful and optimistic, full of human touch, and value interpersonal relationships.Irish people are simple and kind, and they don’t use strong words; the business habit of Dutch businessmen is to make an appointment first and talk while drinking; Italian businessmen base their business on personal relationships; Spanish businessmen are realists. Unwilling to take responsibility, they think that refusal is impolite, generally do not say "no", he always verbally agrees to what he is asked to do, but procrastinates; the Danish businessman is very serious about his work, has a conservative and serious attitude, and is good at sales , superior in business.When dealing with businessmen from any country, you can feel their different temperaments.

European businessmen generally have their own technical expertise, some are good at machinery, some are good at electronics, some are good at medicine, some are good at chemical industry, and they generally do not change jobs frequently.Many European businesses are family businesses, where generations have been engaged in the production or sale of a commodity.Therefore, they attach great importance to old customers and the mutual trust and friendship formed in long-term transactions. European businessmen believe that there is no such thing as a winning general in business.The point is, if you lose this time, just sum up your experience and make it back next time.And that's only possible with a long-term plan.

In short, European businessmen basically make money honestly and do business with peace of mind.At the same time, we do not forget to enjoy life, and are generally closed on weekends. On July 29, 1981, at St. Paul's Cathedral, Prince Charles and Diana of the United Kingdom held a century-old wedding costing 1 billion pounds.This wedding made a lot of manufacturers around the UK a fortune. Candy factories took the opportunity to develop candies for wedding celebrations, and the jade photos of princes and princesses were naturally prominent patterns on the packaging; the textile printing and dyeing industry was not far behind, printing the logo of the wedding ceremony on their products one after another.But in contrast, it was a humble optical instrument company that made a lot of money.

The company learned that during the grand ceremony, from Buckingham Palace to St. Paul's Cathedral, the nine floors along the way were expected to be crowded with nearly a million spectators, and immediately launched a new product—in fact, it changed the name of the product. The day before the wedding of the century, impatient people marked out a site on the road, wrote their names, and marked it as their "territory"; some even slept on the side of the road at night.Therefore, on the day of the wedding, many people can only stand in the back row.When they were anxious about not being able to see the grand ceremony, suddenly there was a burst of shouting from behind: "Please use periscopes and binoculars to watch the grand ceremony!" Looking back, hundreds of direct sales cars appeared on both sides of the long street. On the car, there are "Prince" and "Wangfei" periscopes and binoculars for men and women.In order to witness the handsome prince and charming princess, people flocked to the store and sold out the products.

With the emergence of hot and major events in the society, there will definitely be many business opportunities. Businessmen take advantage of the opportunity to do business, which is a very safe way to make money. Pierre Cardin, the famous French fashion designer, started from penniless. Over the past 40 years, he has made brilliant achievements: he has 17 companies in France, owns a large area of ​​gorgeous houses next to the Presidential Palace in Paris, and has , Manhattan, Tokyo Guangzhi real estate.540 factories in 110 countries around the world directly or indirectly work for it, and more than 2 million people are affected by it.

What is the secret of Pierre Cardin's success? He knew that it is impossible to dominate the clothing market with one's own energy, because one's energy is limited after all.So he is only responsible for providing product design sketches or clothing patterns, and then subcontracts the new designs to domestic and foreign partners, and establishes a "Kardin Kingdom" that produces Pierre Cardin clothing all over the world. The power to create Pierre Cardin's career.He himself only plays the image of a trailblazer. Of course, Pierre Cardin is very protective of the image of his products, and every subcontractor must hand over the final product to him for approval before marketing the garments produced according to his design.

Another advantage of Pierre Cardin is his courage.He not only focuses on fashion design, but also always cares about the changes in the world situation. In terms of developing Pierre Cardin clothing market, he is always the first to enter the market ahead of other competitors. In 1957, before Japan completely stood up from the ruins of the Pacific War, Pierre Cardin took the lead in opening Pierre Cardin Company in Japan despite the ridicule of his French counterparts.By 1991, his operating income in Japan was as high as 250 million US dollars. In 1976, China's special era, Pierre Cardin once again set foot on the land of China regardless of the snickering of his peers; in 1977, Pierre Cardin entered into a relationship with Russia; in 1983, he became interested in India; in 1991 In 2010, he sent his subordinates to Vietnam to negotiate contracts.

While Pierre Cardin is striving to open up markets around the world, it is also diversifying its products.His industry has already gone beyond fabrics and fashion, and has been involved in various fields, such as furniture, jewelry, automobiles, shoes and hats, bed sheets, alarm clocks, luggage, and even airplanes and alcohol are included in his business. Pierre Cardin's majestic business strategy has conquered the world, making him one of the top 10 richest men in France. Pierre Cardin has a global strategic vision, so he can do business all over the world. Make money 36 counts 28 go up the house and take the ladder:

If it is for the sake of instigation, before it is instigated, it will cut off its support and fall into death.In case of poison, the position is improper. Deliberately expose flaws, lure the enemy into our side, and then choose a favorable time to cut off the enemy's front and back support, making it completely dead. It is well said in "Book of Changes Nibbling": The one who snatches bacon loses his teeth and blames himself for his improper actions. "Going up to the house and pulling the ladder" is a kind of lure.The method is as follows: the first step is to create a situation that makes the enemy feel that there is an opportunity to take advantage of (setting ladders and displaying ladders); the second step is to lure the enemy to do something or enter a certain situation (upper room); the third step is to cut off Its retreat puts it in a desperate situation (drawing ladders); the last step is to force the enemy to act according to our will, or to deal a fatal blow to the enemy.Nowadays, in the sales of many products, such as printers, the main products are very cheap, but the daily consumables are very expensive.

In the 1950s, the wonderful debut of French brandy in the United States was a blockbuster. The whole process was carefully planned and neat, which made French brandy successfully enter the American market. French brandy has enjoyed a high reputation in the country.In order to open up foreign markets, the manufacturer studied a lot of information, and first aimed at the United States as the goal of expanding the market.The public relations strategy they adopt is to "integrate things with emotion". The basis of the publicity is the friendship between the French and American people. The time they choose is on the 67th birthday of US President Eisenhower. Brandy.

The American public got the news from different media one month before the president's birthday.For a time, French brandy became a hot topic in news reports and street talks.On the president’s birthday, large signs were erected on the main streets of Washington, D.C.: “Welcome, distinguished French guest!” Arriving" and "Americans Are Drunk" and other headlines. On the birthday, a grand brandy presentation ceremony was held in the garden of the White House. Four handsome French youths, dressed in traditional French court guard costumes, marched forward carrying two barrels of brandy into the White House.All of a sudden, the crowd was full of excitement and cheers, and some even sang the French national anthem "La Marseillaise" loudly. Since then, French brandy has strode into the American market and entered the tables of ordinary people and state banquets. The secret of brandy's success lies in its empathy and emotion, linking brandy promotion with the birthday of the US president and the friendship between France and the United States, thereby narrowing the psychological distance between the French brandy company and the American public. Philips of the Netherlands is one of the largest electronics companies in Europe and one of the largest electronics companies in the world. Its sales in 2001 reached 32.3 billion euros, ranking first in Europe.But it is this famous Philips company that has experienced life and death three times in the history of development. The first time was when the factory was built.At the beginning of its establishment, Philip's business was quite rough.The reason is that Herald, who presides over the company, is a "layman" in business. In 1895, Herald felt that the situation was really difficult to maintain, and wanted to liquidate and declare bankruptcy.At this time, his younger brother, An Dun, stood up. He disagreed with his elder brother's strategic decision, and resolutely went to Russia with product samples to seek a market in Russia, where electric lights had just begun to be popularized.After the opening of the Russian market, Anton sold the company's products to other European countries. Since then, Philips has made great strides forward. The second time was after World War I.A worldwide economic crisis after the First World War put Philips in a critical situation.Someone offered to buy Philips, but the Anton brothers refused.They struggled to support, and actually made Philips recover and regroup. The third time was after World War II.The artillery fire of the Second World War left few Philips factories, and the chairman Blitz was also arrested and imprisoned.After the war, it was generally believed that Philip was going to collapse completely.However, Blitz led his family and some employees to rebuild the company.By the mid-1950s, Philips had become one of the three largest Dutch companies. If you don't experience wind and rain, how can you see a rainbow?Perseverance to the end and self-improvement should not only be the monopoly of big companies. Make money 36 count twenty-nine trees blooming: Taking advantage of the deployment, the force is small and the momentum is strong; when Hung Chien is on the land, his feathers can be used as instruments. Taking advantage of other people's situation to form an formation, the weak troops seem to be strong. The hexagram in "Book of Changes Jian" says: Swan geese fly to the mainland, all because of their plump feathers to boost their momentum. Blossom on the tree is transformed from "iron tree blossom", which originally means that a tree that cannot bloom actually blooms, which is a metaphor for something extremely difficult to achieve.The military book "Thirty-six Strategies" regards it as a strategy to create momentum to deter the enemy.The iron tree also bloomed, making the impossible possible, so it was able to subdue the enemy.In business operations, the key to using the "blossom on the tree" strategy is to take advantage of the opportunity to build momentum.Taking the opportunity to build momentum can take various forms, such as sponsoring audiences’ favorite film and television programs and sports competitions, hiring well-known actors to advertise, etc., so as to enhance the attractiveness of products to consumers and achieve market share. The purpose of expanding sales. There are many stories about using the Olympics to make money, but Lijodo, the owner of a household appliance in Barcelona, ​​has an ingenious way of making money. In 1992, the 25th Olympic Games was held in Barcelona, ​​Spain.On the eve of the Olympic Games, Liciordo had a sudden whim and put out a strange advertisement, claiming: If the total number of gold medals won by Spanish athletes in this Olympic Games reaches or exceeds 10, then the gold medals between June 3 and July 24 before and after the Olympic Games are held. Today, all customers who purchase household appliances in our store can get a full price refund of the purchased household appliances. Liciodo's patriotic and Austrian move immediately caused a sensation in the whole of Spain, and a large number of customers flocked to his store;Store sales skyrocketed. Unfortunately, until July 4th, the Spanish athletes had already won 10 gold medals and 1 silver medal.This result just exceeded the refund limit that Lijodo promised.And there are still 20 days before the deadline of July 24. According to Rio Liciodo's promise, of course, household appliances purchased during this period can also be refunded.In other words, all Spanish people have a full 20 days to come to his store to get things for nothing.Sure enough, people flocked to the appliance store until they ran out of appliances. According to analysis, Liciodo will return as much as $1 million to customers, which means that 10,000 customers each took away a $100 worth of household appliances from his store for nothing! Did Liciodo really lose $1 million?of course not!It turned out that Li Qiaoduo had already prepared a foolproof retreat: he had applied for special insurance from the insurance company.Through careful analysis, the sports information experts of the insurance company concluded that the Spanish athletes won no more than 5 gold medals at the Olympic Games.Therefore, the insurance company accepted the special insurance that Lijodo applied for.The $1 million that the owner of the appliance store will be refunded will be virtually all reimbursed by the insurance company. It seems that although Li Qiaoduo did not suffer any losses from this vigorous promotional activity, he did not gain any benefits either.However, through this event, Liciodo and its home appliance store became famous all over the world and greatly improved their credibility. This is an incalculable wealth. Liciodo's shrewdness is that he can't lose money no matter what.He made the insurance company pay for it and was taken advantage of, but he earned a lot of fame and honor. Mario Moreschi, who created the famous brand of leather shoes "Mores", passed away. While the colleagues in Milan, Italy expressed their condolences, they also felt a sense of relief from watching the fire from the shore: Moreschi's son Champe Bei is only 20 years old, and I am afraid that "Mores" will not be able to continue to be popular in the Italian leather shoe market. After Qiang Beibei took over his father's business, he changed the name of "Moresy" to "Moresy".When a new brand comes out, it is easier said than done to win customers!Not long after, "Mores" really disappeared, and Qiang Beibei ruined his father's foundation.Italian shoemakers are not without regrets while gloating. However, a few years later, "Moreski" not only became popular in Italy, but also joined the ranks of international famous brands. Qiang Beibei's company also changed from dozens of people in his father's time to a large enterprise with more than a thousand people. Exporting to the international market, these achievements stunned the Italian counterparts. Why did Qiang Beibei, who is in her 20s, win all the house when she is just a fledgling?This is inseparable from his excellent planning ability of judging the situation.In the era of Qiang Beibei, the competition of various products is fierce, and the upgrading of products is very rapid. Qiang Beibei has already seen that the business tenet of "sturdy and durable" pursued by the old Moreskis is no longer suitable for the development of the times. .Therefore, he boldly changed the business strategy formulated by his father during his lifetime, quickly updated equipment, innovated designs, and constantly introduced trendy styles, leading "Moreski" to the development direction of fashionable high-end leather shoes, making orders at home and abroad. Come in droves. One of the business experiences of the Jews is to "make rich people's money". As the "Moreski" leather shoes changed from "practical" to "high-end", Qiang Beibei's money also doubled. Thirty of the 36 strategies to make money are mainly anti-client: take the opportunity to step in, hold back the host, and gradually advance. If there is a gap, he will insert his foot in and strangle his main brain mechanism. That's what "step by step" means. Literally, the host is the host and the guest is the guest. "Taking the lead against the customer" is to strive for the initiative, which is the highest principle in the struggle. If you can take the initiative, you can control the overall situation, but if you are passive, you will always be at the mercy of others. In a situation where the enemy is superior and we are inferior, we must find ways to gain the initiative no matter what. If you take the initiative, you will not win.Wushu has the so-called "grasp" and "anti-grasp" techniques, which just show that the repeated competition between the host and the object is nothing more than to gain control. As long as you gain the upper hand, you can change the environment according to your own will. Belgium is a veritable kingdom of carpets. In this kingdom of carpets, the most famous one is Depotel, which is a rare brand in the international carpet market. In the tiny land of less than 30,000 square kilometers in Belgium, there are more than 100 carpet factories, and the intensity of competition can be imagined.How did De Potaire get on the throne of famous brand? At first, on the eve of deciding to invest in the carpet industry, Depotel carefully compared himself with his opponents, and wisely chose the factory site by a small river on the border between France and Belgium.The water in this small river is calcium-free, which is very suitable for the carpet industry.In the early days of the establishment of the factory, flax was planted on both sides of the river. The quality of the flax produced here is particularly good, which is very suitable for making carpet raw materials.Moreover, the factory is located on the border of France and Belgium, so the export is very convenient. The whole family of De Pottel was born as a carpet workshop worker. They used to have a small family-owned company with rich production experience.Armed with these advantages, de Potaire let it go.In addition, he has set up intelligence network points all over the world, keeps an eye on the market, and adjusts production strategies in a timely manner according to the feedback information. After more than 20 years of struggle, Depotel has developed into a large multinational company. At present, it has branches in 11 European countries, with an annual output of 40 million square meters of carpets and an annual turnover of about 14 billion Belgian francs. The right time, the right place, and the harmony of people, as long as one of them can be occupied, doing business will be smooth sailing. In the 1940s, someone opened a small bookstore in the downtown area of ​​Madrid, the capital of Spain.This bookstore is inconspicuous among the tall and luxurious commercial buildings around it. Not only is the storefront small, but there are few books in stock. When it was opened, it could only sell dozens of books every day.But it has a peculiar store name called "Book House". Madrid is the political, economic, and cultural center of Spain, and the location of the bookstore can be described as the center of the center. This place gathers celebrities, crowds, and traffic.The owner of this bookstore feels that if he can make full use of this unique condition, it will bring huge benefits to the operator. One day, a notice was posted at the door of the House of Books: Specially invited famous writer XX to hold a report meeting.Another day, another notice was put up at the door of the bookstore to inform readers: Today's best-selling author XX is signing a book sale.Then there were tea parties and symposiums, one after another, which attracted many scholars of letters and bibliophiles to the House of Books.Although the gate of the temple is small, there are many Bodhisattvas with greater supernatural powers.Readers come here one after another and take part in various activities held by the bookstore with great interest. These activities were organized vividly and wonderfully, which benefited the participants a lot.When they came, they didn't want to buy books, but after participating in the activities, they became more interested in books and bought stacks of books unavoidably.Of course you have to buy what you need, and if you don’t need it temporarily, you can also buy it to enrich the bookshelf, increase the collection of books, or give it to relatives and friends as an elegant gift.As a result, the sales volume of the bookstore has increased greatly, and the popularity of "Book House" has also increased. The owner of the bookstore has launched a lottery to sell books in a new way, and the winners can get books, records and other prizes.Since there is such a lottery available, book buyers are of course willing to go.As a result, the business of the bookstore is booming, and there are many customers. Even before the door opens every day, there are already customers waiting in line.The operator also uses the news media and advertisements to publicize various vibrant activities of the "Book House" without losing the opportunity, introducing readers to get benefits in report meetings, reading clubs, symposiums and prize-winning book buying activities, which is even more obvious. The most important thing is the word-of-mouth publicity effect of people telling each other, which makes the bookstore's advantage of being located in a busy city fully play. When people mention buying books, they will think of "Book House". After decades of painstaking efforts, "Book House" has become one of the four largest bookstores in Europe. To do business, you have to keep becoming famous. Don’t think that the location of your business is in a busy city, so you will naturally be famous. Make money 36 meter 31 beauty meter: A strong soldier will attack his generals; a wise man will attack his emotions.When the weak soldiers collapse, their momentum will wither.Take advantage of the imperial bandits, and protect each other along the way. If the army is strong, it will attack its general; if the general is wise, he will attack his emotions.If the general's fighting spirit is weak and the morale of the troops is low, his momentum will definitely shrink by itself.Controlling the enemy by exploiting serious weaknesses within the enemy can securely preserve one's own strength. People often say: Heroes are saddened by beauty.Even heroes are conquered by beauties and fall for them, which shows how powerful beauty is and how endearing it is.Therefore, the use of beauty to deal with others, to seek benefits, or to achieve wishes has emerged endlessly, and various lively beauty tricks have been deduced. The compass and the carpet are two irrelevant things, but a Belgian businessman combined them and made a lot of money. In Arab countries, devout Muslims pray every day, regardless of whether they are at home or traveling, they are always on time.A major feature of Muslim prayers is that the prayer must face the holy city of Mecca.A Belgian rug dealer named Van der Weg cleverly embedded flat compasses into prayer rugs. However, the compass does not point to true south or true north, but to Mecca.In this way, no matter where Muslims go, as long as they spread the carpet on the ground, they can find the direction of Mecca in an instant.As soon as the new product was launched, it immediately became a hot commodity in areas where Muslims live. Since 1984, van der Weghe has sold 25,000 of these rugs in the Middle East and Africa. Van der Weghe was not satisfied with the success he had achieved. He found that in government agencies in some African countries, photos of the head of state were always hung. Due to the hot and dry climate, the photos were prone to yellowing and deformation.He also calculated that an African president has been in office for an average of 10 to 15 years, so he wove beautiful tapestries based on the photos, and the sales were very good.He wove tapestry bearing the heads of Boigny (Ivory Coast), Diouf (Senegal), Biya (Cameroon) and Conde (Guinea), Mobutu (Zaire).A tapestry like this can recover its cost as long as it sells for 5,000 yuan. In fact, the tapestry of Arafat's head has already sold more than 30,000 yuan. A smart businessman is good at combining two unrelated things to sell, and can sell the benefit of "1+1>2". 36 strategies to make money and 32 empty city strategies: Those who are weak in arms are vain, doubts arise amidst doubts; when they are hard and soft, strange and complex. What is empty makes it empty, making it even more unpredictable; using empty tactics to conceal one's own emptiness in offense and defense makes it even more surprising to use troops. Empty city plan, this is a psychological tactic.When one side is unable to defend the city, deliberately exposing the emptiness in the city to the enemy is the so-called "empty one is empty".When the enemy has doubts, he will even hesitate to move forward, which is the so-called "suspect amidst doubts".The enemy is afraid of an ambush in the city, afraid of being trapped in the ambush circle.But this is a "dangerous strategy" that hangs and hangs.The key to using this strategy is to clearly understand and master the psychological condition and character traits of the enemy general.Zhuge Liang used the empty city plan to save the siege. It was because he fully understood Sima Yi's cautious and suspicious character that he dared to make this risky strategy.In commercial activities, ostentation must be emphasized in many places, which is actually similar to the "empty city plan". In London, England, there was a small jewelry store. The owner of the store threatened at the beginning of opening that he would achieve business performance that would impress his peers.However, in the past 4 years, due to poor management, he was on the verge of bankruptcy, and his colleagues ridiculed him as "a toad wants to eat swan meat".The store owner is desperate, thinking hard about countermeasures to improve the predicament. The opportunity came. In 1985, Prince Charles and Princess Diana were going to hold a wedding, which became news that caused a sensation in Britain and even the world.Princess Diana's unsurpassed appearance and superb manners made most of the British admire and admire her, and she even became an idol revered by many young people.The owner of the store thought that if he could seize this golden opportunity, take advantage of the public's focus on the wedding ceremony of the prince and princess, and direct a fake and realistic advertising drama, he would definitely be able to get his jewelry store out of the predicament and make a fortune. . So, he searched everywhere, after hard work, and finally found a fashion model who looked exactly like Diana.He hired this model with a lot of money, and did painstaking imitation training on her clothing, hairstyle, demeanor, and temperament.After seeing no flaws, the shop owner gave a hint to the TV reporter: Tomorrow night, the most famous British guest will visit his jewelry shop. The condition for interviewing this news is that no commentary is allowed in the TV film. On the second night, the jewelry store was brightly lit, and the shop owner stood in a new dress and looked energetic at the door of the store, as if waiting for an important person to visit.This move immediately attracted many passers-by to stop and watch.After a while, a luxurious car drove slowly to the door. As soon as the car stopped, the shop owner immediately stepped forward and opened the door politely.The model who looked exactly like Princess Diana stepped out of the car calmly, smiled and nodded to the gathered pedestrians.Someone shouted, "Look, Princess Diana." Everyone really thought it was Princess Diana who was coming, and rushed forward before they could tell, vying to see Princess Diana's presence.At this time, the TV station reporters did not dare to be negligent, and hurriedly turned on the video recorder to shoot frequently. The police were afraid of affecting the activities of the "Princess", so they hurried over to maintain order. The owner of the shop was even more unhurried at this time. He first thanked the "Princess" for coming, and then led her to visit with a smile on her face. The shop assistants followed the boss's instructions and introduced necklaces, earrings, diamonds and other precious accessories one after another. "Princess Diana" showed a smile. Rejoice, pick and praise. The next day, the TV station broadcast this fake news video. Because of the care of the boss, the reporters who were kept in the dark made it a "silent film", without a sentence or a commentary from the beginning to the end.What appeared on the screen was only the very lively scene and the customers of the jewelry store. This shocked the whole city of London, and people spread this important news one after another. People who didn't know this jewelry store kept asking for the address of this jewelry store, and they all wanted to buy from the jewelry store that "Princess Diana" had visited. Give a piece of jewelry as a gift.Young people, Diana fans love their homes and crows, and they come to snap up all kinds of jewelry that "Diana" likes.The small jewelry store, which used to have a slow business and few people, suddenly bustled with business and the business was booming, making the boss and the shop assistants overwhelmed.In just one week, the jewelry store made a profit of 100,000 pounds, more than the sum of the four years since it opened. This news spread to Buckingham Palace, which alarmed the royal nobles. The royal spokesperson immediately issued a solemn statement: "After checking the schedule, the princess has not been to that jewelry store." Ask the court to convict the owner of the jewelry store for fraud .The owner of the jewelry store who made a fortune said eloquently: "There is no sentence in the TV film, and I did not say that the guest is Diana. This cannot constitute a crime in law. As for the onlookers, they 'take it for granted' as the princess." , I can't stop it." Therefore, the royal family has nothing to do with him. In commercial activities, if you make full use of the celebrity's effect, you will receive the effect of being rescued from a desperate situation or even more powerful. In a certain city in western Germany, there are two stores that specialize in cheap goods, one is called the German Cheap Store, and the other is called the Berlin Cheap Store.The two stores are adjacent to each other, but the owners are rivals.For a long time, there has been a fierce "battle" over the sales of the respective stores. One day, an advertisement hung up in the window of a cheap shop in Berlin. It said: Linen quilts with small defects and low prices are sold, priced at $6.50 per bed.When the residents saw the news, they went to buy it one after another.But at this time, such an advertisement appeared in the windows of German cheap stores: quilts cost $5.95 per bed.Seeing that the one next door was cheaper than here, the people who flocked to the cheap store in Berlin immediately flocked to the opposite store and squeezed into the store together. In just a moment, the quilts were sold out by the flocking people. Rivalry like this has arguably never stopped between the two stores.Suddenly the east wind overwhelms the west wind, and suddenly the west wind overwhelms the east wind, endlessly.And the local residents are always looking forward to the competition between them.Because their competition will bring people good luck, and they can buy very "cheap" goods with very little money. In addition to using advertisements to lower prices and compete with each other, the owners of the two stores often stood at the door of their respective stores, accusing each other, scolding each other, and even fighting each other. The scene was very fierce, and the citizens often stopped to watch. In this way, the conflict between the two stores is the most famous, tense and persistent in the local area.However, the nearby residents have obtained huge benefits from it and bought a variety of high-quality and cheap commodities.They are always looking forward to the resumption of the "battle" between the two stores so that they can benefit from it.It has become an integral part of their lives. Fast forward a few decades, and the owners of the two shops are also getting old, and have transferred the shops to others one after another.Later, when the store's new owners came to clean up the property, they made a puzzling discovery: the two stores were connected by a secret passage.How is this going?Everyone was a little surprised, and couldn't figure out why the bedrooms of the former "enemies" were connected. After investigation, an outrageous result was obtained: these two mortal enemies turned out to be a pair of brothers, and their usual curses, threats, and mutual attacks were all artificially played.All "battles" are deceptions, because in the "battle" between the two of them, no matter which side wins, it is just that the winning side sells the goods of the losing side. For decades, the brothers have exploited people's desire for cheapness and deceived local consumers through a constant "battle" while quietly making a fortune themselves. 36 tricks to make money and 33 countermeasures: Doubt within doubt is compared to self-introspection, not self-lost. Arrange another layer of doubts in the doubts.That is to use the spies placed by the enemy on our side to deliver false information and attack the enemy. "Sun Tzu's Art of War: Conspiracy Chapter" said: "Know the enemy and know yourself, and you will never be imperiled in a hundred battles; if you don't know the enemy but know yourself, you will win and lose once; if you don't know the enemy and yourself, you will be imperiled in every battle." The enemy's spies, or buy the enemy's spies, directly serve our side, or deliberately leak false information, let the enemy's spies take it back, disturb the enemy's audiovisual, so that they cannot know the real situation of our side.Buying the enemy's spies is not a wise move. The spies that can be bought by our side with a lot of money must also be bought by others with more money, or they will be deceived by themselves.Therefore, it is better to treat "inside information" in commercial activities with caution. "Mice are born to drill holes", this is a well-known phenomenon, but it is such a phenomenon that has become a money-making machine for James, a British shop owner. James is the owner of a retail store in England.Due to the sluggish business, the warehouse was full of overstocked goods, which became a good place for rats to inhabit.He was so annoyed by the rat infestation that he often came to the warehouse to exterminate the rats.This made him discover a strange phenomenon, often a nest of mice can be found in a mouse hole, and it is rare to find a mouse living alone. He was a shrewd businessman and was quick to apply the situation to his business.He cut 5 holes in a piece of plywood.The words 10%, 20%, 30%, and 40% are written on the holes respectively.Behind the plywood was a row of bottles containing live mice he'd caught from the warehouse. When he put these on the counter, it attracted many customers to watch the excitement. "Boss, what is this new thing?" James said, "This is a way for me to sell products at a lower price."James performed in public. He released the mouse from the bottle, and the mouse quickly burrowed into the hole in the plywood.If it says 20% off next to the hole, the customer gets 20% off the item. After James performed, the onlookers asked for purchases one after another.James released the mice again and again.They got into a hole respectively.The strange thing is that these mice always drilled the hole marked with a 10% or 20% price reduction, and never drilled the holes marked with a 30% or 40% price reduction.It turned out that James took advantage of the fact that mice like to live in groups, and painted some mouse feces on the holes that needed them to drill.So mice just naturally burrowed into those holes. After all, customers come to sell things with curiosity, and no one has studied James' methods in depth.Every time they buy goods, they can see the performance of mice drilling holes, and they can also get a discount of 10% to 20%, so they are satisfied.Before long, James' stock was sold out. Flowers, plants, trees, everything can become a sharp sword of a martial arts master.The same is true for business. Anything and any phenomenon may become a sharp weapon for businessmen to make money. 36 tricks to make money and 34 bitter tricks: If one does not harm oneself, one must be harmed.False true true false, in order to be able to do.The auspiciousness of Tongmeng, I wish to use Sunda. If people don't persecute themselves, the persecution must be true; if the truth becomes false, spies will take advantage of the opportunity to operate.就如同蒙骗幼童一样，蒙骗敌方，使他们为我方所操纵。 按照常理，人不会伤害自己，要是受到某种伤害，一定是某种自己无法抗争的力量导致的。利用好这样的常理，自己伤害自己，以蒙骗他人，从而达到预先设计好的目标，这种做法，称为苦肉计。苦肉计，不仅用于战争之中，还广泛地见于社会生活的各个领域。在现代的经商活动中，经营者利用“苦肉计”，对自己的不合格产品集中进行销毁，用以引起广大群众的注意，树立自己企业的良好形象，就是现代商业版的“苦肉计”。 足球成了被告，生产足球的厂家主动赔偿，这是一个很奇怪的故事。 某天，英国迈克斯亚郡的法庭上，一位金发中年妇女伤心地哭诉道：“法官先生，我丈夫有外遇了，他每天和那风骚的第三者鬼混！”妇女越说越伤心，“我20岁嫁给他后，他发誓再也不跟那骚货往来了。可是，结婚不满一星期，他又偷偷溜出去跟她接吻、拥抱去了。那骚娘们真恶心，还吻我丈夫的臭脚丫。我亲眼看见过无数次，当着我的面他还起劲地让她吻……我忍气吞声地活了20年，如今他已50多岁了，照样迷恋那骚狐狸精。最近几天，他们约会的次数越来越多，不管白天还是黑夜，他都抱起那第三者疯得跳啊叫啊，不知羞耻地让别人笑。”旁听席上，一些女士、小姐也为她义愤填膺。 法官问道：“第三者是谁？”妇女擦擦哭得肿胀的双眼，慢慢开口说：“第三者就是足球，就是那臭名远扬、家喻户晓的圆溜溜的坏蛋！”法官呆了，旁听席上的人则笑得前仰后合，还有人吹起了口哨。法官哭笑不得地说：“尊敬的女士，足球不是人，你只能控告生产足球的厂家。”这女人马上冲口而出道：“法官先生，我要告宇宙足球厂。它一年生产20万只足球，勾引我丈夫的第三者，准是这厂家制造的！” 法官从没听说过有这么起诉的，一时急得想不出什么办法。当时英国宇宙足球厂的老板也在听众席上，此时竟主动站到被告席上。他真诚地说：“太太，我们是对不起你，我们厂的足球将你先生勾引得天天去足球场。足球使他撇下你一个人独守空房，我们厂愿赔你10万英镑孤独费。太太，你赢啦！”说完开了一张10万英镑的支票递给那个女人。法官和所有的旁听者都瞠目结舌。 宇宙足球厂的老板刚步出法庭，便被一大群新闻记者包围了。第二天，宇宙足球厂的足球成为“第三者”而予以赔款的新闻传遍整个英国，宇宙足球厂的产品销量猛然剧增。 老板不仅仅是赔偿那位妇女，妇女的控词不正是为宇宙足球厂做了一次绝妙的广告吗？ 鲜花能卖钱是因为它是作为祝贺节日和安慰病人的礼品，死花凭什么能卖钱呢？ 在苏格兰首都爱丁堡，有一家专门出售“死玫瑰”的商店，它的创办人叫凯文。他为什么要创办这家商店？原来主要是基于自己的切身体验。 1953年，凯文失恋了，在痛苦与愤怒的彷徨之中，他发现窗台上一盆美丽的玫瑰花枯萎了，他觉得这是他死亡了的爱情的象征。于是，他灵机一动，剪下那朵死玫瑰花，用一根黑色的丝带扎好，寄给了以前的恋人。他这样做了以后，感到心情有了明显的好转，失恋的创伤有了很大程度的平复。 富有经营头脑的凯文从失落感中解脱出来后，决定开办“死玫瑰花”商店，专门出售、寄送枯花和死花。开张之后，每天顾客盈门，应接不暇。顾客就是那些垂头丧气、心存报复的人，他们将枯萎的花瓣、枯萎的花叶寄给感情骗子、下流老板、卑鄙的生意合伙人以及把爱情当做游戏的轻薄姑娘。 尽管每寄出一束枯萎的玫瑰花收费40美元，比购买一束鲜花价格高出一倍，但顾客仍是络绎不绝。 任何东西都有用途，发现了它新的用途，就找到了新的财源。 赚钱36计卅五连环计： 将多兵众，不可以敌，使其自累，以杀其势。在师中吉，承天宠也。 敌方兵力强大，不能硬打，应当运用谋略，使仓储自相牵制，借以削弱他的力量。将帅靠指挥不偏不倚，用兵如神，轻易战胜敌人。 连环计，顾名思义，是一种多步骤或多环节的计谋。少则两步骤或两环节，多则无定数，步步相接，环环相扣，如同长链环环相连。现代管理理论中的“系统工程”其实也是连环计的实质的，做生意赚钱其实是一个系统过程，方方面面都要做到位了，千万不要相信什么“金点子”式的一夜暴富。 过去，人们常用“怎么不去抓一把空气来卖钱”这句话，来讽刺他人想钱想疯了。但一个法国人却真的将空气当做商品来卖。 法国人洛克到日本度假，来到富士山。富士山的半山腰凉爽宜人，景色优美，空气特别新鲜。许多劳累的人来到这里都感到心旷神怡，精神特别好，身心很快地就康复了。洛克在舒适地看这些水光山色的时候，忽然，一个灵感撞入他的脑海，怎么不把富士山的空气拿来卖呢？ 于是，他立即抓住这一丝灵感，马上派助手找来一名研究人员，由他提出一份富士山空气对人体有哪些好处的科学分析数据，然后申办了执照等开业手续后，就在富士山半山腰开办了一家工厂，名字叫“富士山空气罐头厂”。 他们用既便宜而又美观的包装材料做成罐头盒，里面充满新鲜清洁的富士山空气，再印上富士山美丽的风景。这种新产品一投入市场，对于那些在大都市污染空气中生活了许久的人们相当有吸引力。这种罐头很便宜，销量非常大。“富士山空气罐头”以迅雷不及掩耳之势占领了整个日本及欧美国家。 之后，洛克又开发出了几个新产品——如湖面上的空气、原始森林中的空气、着名雪峰的空气以及阿尔卑斯山那优美风光中的空气。 在真正的商人眼中，商品是没有属性的，只要有人买，什么都可以卖。 一般的洋娃娃不仅四肢健全，而且还可爱得像天使，所以才惹孩子的喜欢。如果制造带有残疾的洋娃娃供儿童娱乐，结果会怎么样呢？ 法国里昂的安德森女士在一次偶然的机会，遇到了一位残疾人滑雪教练，听他介绍说残疾人并不希望得到别人过多的照顾和同情，他们渴望拥有自己的世界。安德森由此得到很大启发，在研究透了残疾儿童及其家庭成员的心理愿望后，想到了开发残疾洋娃娃的点子。 马赫尔玩具公司慧眼识珠，很快“收购”了安德森的点子，组织人员开发设计出各种残疾人娃娃，如一条腿的滑雪娃娃，戴着助听器跳芭蕾舞的娃娃，一手持杖、一手牵着狗带路的盲人娃娃等等，个个都活泼可爱，且寄托着勇敢与自强的精神。 一反常态的残疾娃娃推上市场后，受欢迎的程度简直有点儿出乎意料，不仅使身体残疾的儿童找到了自己的玩具朋友，就连健康的儿童的父母也乐于为孩子购买，而且还受到心理学家、医生和儿童教育家们的高度评价，马赫尔公司也由此大获其利。 开发新品，不仅仅是技术问题，谁善于研究消费者的心理需求，谁就能在市场竞争中出人头地。 奥地利有个名叫图德拉的工程师，他一无关系，二无资金，居然想做石油生意，而且居然做得很成功，他是怎样做的呢？ 图德拉了解到到阿根廷牛肉生产过剩，但石油制品比较紧缺，他就来到阿根廷，同有关贸易公司洽谈业务。“我愿意购买2000万美元的牛肉。”图德拉说，“条件是，你们向我购进2000万美元的丁烷。”因为图德拉知道阿根廷正需要2000万美元的丁烷。因此正是投其所好，双方的买卖很顺利地确定了下来。 接着，图德拉又来到西班牙，对一个造船厂提出条件说：“我愿意向贵厂订购一艘2000万美元的超级油轮。”那家造船厂正为没有人订货而发愁，当然非常欢迎。图德拉又话头一转，“条件是，你们购买我2000万美元的阿根廷牛肉。”牛肉是西班牙居民的日常消费品，况且阿根廷正是世界各地牛肉的主要供应基地，造船厂何乐而不为呢？于是双方签订了一项买卖意向书。 然后，图德拉又到中东地区找到一家石油公司提出条件说：“我愿购买2000万美元的丁烷。”石油公司见有大笔生意可做，当然非常愿意。图德拉又话锋一转，“条件是你们的石油必须包租我在西班牙建造的超级油轮运输。”在产地，石油价格是比较低廉的，贵就贵在运输费上，难也就难在找不到运输工具，所以石油公司也满口答应，彼此又签订了一份意向书。 由于图德拉的周旋，阿根廷、西班牙、中东国家都取得了自己需要的东西，又出售了自己亟待销售的产品，图德拉也从中获取了巨额利润。细细算起来，这项利润实质上是以运输费顶替了油轮的造价。三笔生意全部完成后，这艘油轮就归他所有。有了油轮就可以大做石油生意，图德拉终于梦想成真了。 简单地签署三个意向书，就可以不要本钱而赚钱，创造奇迹的原因是灵通的信息与敏捷的思路。 赚钱36计卅六走为上： 全师避敌。在次无咎，未失常也。 为了保全军事实力，退却避强。虽退居次位，但免遭灾祸，这也是一种常见的用兵之法。 中华民族风风雨雨5000年的历史，总结出了“三十六计，走为上计”的人生哲学。这句俗语至真至诚至善，道出了一个亘古不变的真理。 “走为上”是三十六计之最后一计，也就是说，在前面各种计谋计策用尽了仍无起色的状态下，只好一走了之。商业竞争同样如此，无论在哪个领域赚钱，都是多个竞争对手在挣抢市场份额，能够高歌猛进、一路凯歌当然最好，如果与对手相比，自己在资金、技术、知名度、人际关系等方面都处于劣势，那该怎么办呢？惹不起总该躲得起吧，这才是上策。Where there is life, there is hope!This is not cowardice, this is called a man who knows current affairs is a hero. 欧美社会，人们经常举行各种各样的舞会、庆祝会、生日会。宾客讲究仪表雍容，女士们穿的礼服更是款式时髦、华丽高贵。可是一件即使是名师设计的晚装，若连续穿三次出席宴会，人们便会很自然地窃窃私语。 这个现象却让伦敦的时装设计师乔安娜找到了机会。有一次，因为朋友要出席一个家庭宴会又没有合适的晚装，紧张得犹如热锅上的蚂蚁。这事令她醒悟到，女士们遇到这一困境是很有普遍性的，如果付较少的钱，就能穿上一夜名贵时装，这样既光鲜又省钱，岂不合算？于是，她决定开展晚装租赁业务。 乔安娜买回来的晚礼服，都是欧美名师设计，价值由数百美元到几千美元，所收的租金由75美元至300美元不等，另加200美元的保证金。结果，她的生意出奇地兴旺。令她意想不到的是，不少客人是从朋友中介绍来的。也就是说，那些女士们毫不介意地告诉别人，自己的晚装是租回来的。人们不以为不光彩，反而觉得明智呢！ 乔安娜的生意越做越大，在伦敦开了两间店后还越洋到纽约开分店，很多名人与有钱人也经常来关照她的生意。 对于那些贵重而不常用的物品，“买不如租”，是很多人的消费观念，乔安娜生意好的原因就在于此。 “美而奇”酒店在意大利是一个很出名的酒店，因为该酒店能让顾客千杯不醉。 “美而奇”酒店的老板爱德华莫尔斯福，对那些嗜酒如命、烂醉如泥的酒徒是极不赞赏的，但酒店本来就是卖酒的啊！如何让顾客喝不醉而且酒又卖得多呢？ 德华莫尔斯福想出了办法，就是精心配制出一种酒，里面含酒精很少，而且大部分的酒都配有其他饮料以及各种蔬菜、菜肴、点心、特产小吃，品种多而味道奇。因此到这里来饮酒的顾客，反而被众多味美的食物吸引而忘了多喝酒了。即使顾客狂饮的酒不下10大杯，但其中所含的酒精，只有一杯高级啤酒的含量。至于去那里整日喝酒的酒客，每人所喝的酒精最多也不过是四两威士忌，而且饮酒时间间隔很长，因而也不会醉倒。 因为喝不醉，所以酒客就一直喝下去；因为喝不醉，妻子也不反对丈夫去喝酒，甚至陪丈夫一起来喝。这样，酒店的生意就越来越好了。 赚钱之道就是尽量将东西多卖一些出去。 位于法国利维拉的“海盗”酒店，它的经营方式可谓别出心裁：客人进入酒店后，可以胡作非为地砸破窗户、打破器皿、烧毁桌椅。总之，允许客人尽情发泄，大肆破坏，以满足他们的“破坏欲”。 在“海盗”酒店进餐，花费昂贵。6人一桌的酒宴，收费3250美元。晚上，到这里就餐的客人，都点些好吃而且价钱不低的名菜，再要几千瓶香槟，由身穿海盗服的侍者端上桌。不过，他们到这里来并不是为了吃平静的烛光晚餐，而是为了“娱乐”。他们吃了一些东西，就开始用香槟互相喷射。晚餐后，则是真正“娱乐”的开始：首先，他们将自己坐过的椅子用力地在地板上摔打、砍碎；然后将各种家具堆在一起放火焚烧；接着，又把玻璃器皿和窗户打烂、捣毁。在这里，即使你是一个循规蹈矩、仪表斯文的人，也会受到感染，变得疯狂。目前，每天晚上都有数以万元的东西遭客人破坏。这些被毁坏的东西，酒店则根据其毁坏的程度，由顾客酌情赔偿，一般是几千元。不过，光顾这间酒店的人，都是非常显贵的有钱人，区区数千元，他们根本毫不在乎。 “海盗”酒店是全世界最疯狂的酒店。自开业以来，吸引了不少好奇的名人到此，目的也是想在此尽情地疯狂一番。 让人尽情发泄也是满足人的需要，能够满足需要就能够赚钱。 意大利的卡赛尼家，在海外声誉日隆。它就像汽车中的劳斯莱斯一样，已被人们认定为世界第—流的产品。 卡赛尼的独门绝招，就是以精细的手工仿制世界各地名师设计的家具款式。该厂所搜罗的名牌产品，从19世纪直至近代，应有尽有。除了不惜重金收购“原装”样品外，还千方百计把博物馆、艺术馆收藏的展品图纸弄来复制。因此，该厂出产的家具，件件都是珍品，有的甚至还有一定的文物价值。 与一般家具比较而言，卡赛尼的确有其明显的特点，因为它仿制的名家作品，每一件都依照人骨形态设计，从力学原理出发，准确计算每一点的支持力量，令人在使用时感到无比舒适。同时，在材料应用、颜色调配等方面都非常讲究，外表也颇为美观。因此，无论在实用性或艺术性方面，它都获得好评。在这些家具珍品中，有11张安乐椅，售价高达19910美元。 现在，卡赛尼已被誉为“家具之王”，他的家具已获得一般家具所没有的殊遇，可以像艺术品那样保值。该厂每年在4月和9月，都会对一些畅销品种调整价格，有些家具升价幅度达20％，以致在数年前售价仅为数千美元的畅销椅，如今要花费近万美元才能卖到。 有句话说得好，认认真真做好一辆车，要比马马虎虎造一架飞机赚钱。