Marketing Also Requires The CHECKMATE Plan.

The chess term "checkmate" means "general" and borrows the meaning of "defeats and overthrows" opponents.

Checkmate plan.

English means "King" attacking the other side in chess, making it impossible to escape or resist, thus ending the game.

The "death check" plan has contributed to many important US military operations, such as a series of aerial Blitzkrieg attacks on Iraq.

According to the relevant information, the main task of the plan is to make plans for the air force, make pre war prediction and provide original strategic planning for the war, and help commanders to win the initiative of the battlefield by using various tactics such as air attack, space war, information warfare and so on.

In fact, in marketing, we also need the plan of "die for death". If we want to win the initiative of the market, we must also have an original strategic plan to attack each other's fatal place and blitz our opponents, so as to overcome, overthrow our opponents, break the wall, and change the whole situation of the market, so as to win more active market discourse power.

I believe that the key to the implementation of the "death penalty plan" in the commercial war is to create a qualitative change plan that can detonate the market, that is, to find the key point of the "dying" opponent.

Z VS Wang, the Chinese shoe "King": from the perspective of market planning, it is a successful case of "death plan".

有一个品牌名叫“Z王”，它的作战方法与众不同，“Z王”早在当初，也是一个中型鞋企，名气并不很大，后来，“Z王”从鞋业竞争火药味最浓的中原市场湖北等区域开始突破，虽然，这里有许多鞋王在这里抢占了丰厚的市场份额，但Z王不走寻常路，真我本色,其原创的市场规划思路明了，在产品研发、信息收集、人员推广、终端拓展等方面抓住特色入手，层层突破，步步为赢，经过湖北区域的初战，无论是在市场占有率还是品牌人气上，都对大牌构成实质性的威胁，从竞争中破壁而出，因为中原市场对全国市场的辐射能力非常强，经过艰苦的初战、挑战、决战，从此“Z王”品牌走俏中国内销市场，是业界公认唯一成功的名牌黑马品牌，其成长之势还在发展之中。

In the footwear industry, the medium-sized enterprises challenge the market and generally start from the big weak areas. This is also beyond reproach. There are also winners. However, the market share and market stability under this strategy are not optimistic. Some shoe companies, even if they succeed, are only changes in volume, which can not substantially subvert the big brands, and can not make the national market.

The Z shoes in the above cases do not take the same road, to challenge their opponents, and to speed up their opponents. We must create a true marketing plan for ourselves, starting from the ace of the industry, thus forming a market offensive for the whole country.

The success of Z Wang is the breakthrough of the qualitative change of his "dying mate".

Of course, the market operation method that avoids the real market and the "death plan" must be combined and used. Due to many factors such as the different stages of the development of the enterprise, some medium-sized brands who are too weak in the big market will be easy to lose the instinct of innovation. Although the "medium death plan" is easy to lose the instinct of innovation, the "death plan" will easily stimulate the power of innovative thinking and fighting the market, so that enterprises can have the ambition of doing a dark horse market.

Business war requires enterprises to have the potential to turn over a war. Only in this way can the industry innovate and have vitality.

Zheng Jinhui, pseudonym: the three step is to escape the long run of theory and practice, the founder of "broken wall marketing" theory and senior planner.

Its original "break the wall marketing: seize the thinking vacancy" special research, firmly believe that: the market vacancy zone, let the people who seize the thinking vacancy decide!

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