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".

有一個(gè)品牌名叫“Z王”，它的作戰(zhàn)方法與眾不同，“Z王”早在當(dāng)初，也是一個(gè)中型鞋企，名氣并不很大，后來(lái)，“Z王”從鞋業(yè)競(jìng)爭(zhēng)火藥味最濃的中原市場(chǎng)湖北等區(qū)域開始突破，雖然，這里有許多鞋王在這里搶占了豐厚的市場(chǎng)份額，但Z王不走尋常路，真我本色,其原創(chuàng)的市場(chǎng)規(guī)劃思路明了，在產(chǎn)品研發(fā)、信息收集、人員推廣、終端拓展等方面抓住特色入手，層層突破，步步為贏，經(jīng)過(guò)湖北區(qū)域的初戰(zhàn)，無(wú)論是在市場(chǎng)占有率還是品牌人氣上，都對(duì)大牌構(gòu)成實(shí)質(zhì)性的威脅，從競(jìng)爭(zhēng)中破壁而出，因?yàn)橹性袌?chǎng)對(duì)全國(guó)市場(chǎng)的輻射能力非常強(qiáng)，經(jīng)過(guò)艱苦的初戰(zhàn)、挑戰(zhàn)、決戰(zhàn)，從此“Z王”品牌走俏中國(guó)內(nèi)銷市場(chǎng)，是業(yè)界公認(rèn)唯一成功的名牌黑馬品牌，其成長(zhǎng)之勢(shì)還在發(fā)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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