The dust has just settled in the US presidential election, and Biden formally takes office as the president of the United States.
Everything comes from competition, and competition is everywhere: whether it is at the individual level, the organizational level, or the level of different countries, there is competition. As long as there is competition, certain common laws of competition must be followed.
In the competition trilogy of Harvard University professor Porter, there is a “National Competitive Advantage”. In this book, Porter uses a diamond model to explain the competitive advantages between different countries. After the publication of this book, a wave of The research boom of competitiveness among different countries and regions.
As the original strategic wisdom of the Chinese, the new positioning theory is not only dedicated to helping companies gain competitive advantages, but also dedicated to studying how countries and regions can gain competitive advantages. Next, we use the framework of the new positioning theory to review this presidential election.
Changes in the competitive environment: competition from major powers, severe epidemics, and social tears
The new positioning theory believes that what kind of competition method is adopted is fundamentally determined by the competitive environment. In the commercial field, market competition has changed from a single factor to a full factor competition. Any element such as vision, brand, scene, and crowd may become the main contradiction of competition.
Among the main contradictions, seizing seven inches is the key to gaining a competitive advantage. For example, Qiaqia small yellow bag captured the visual seven inches of the small yellow bag; “Always use your brain and drink six walnuts”, “Dorayaki, children’s breakfast” captured the scene seven inches; repeat customers Food Hunan Distributors cooperated with community group buying companies in Prosperity, and achieved tens of millions of sales revenue, which is a seven-inch channel.
What is the competitive environment of this election? Biden and Trump’s battle for the presidency is facing a competitive environment that has never been seen even in 100 years.
1. Great power competition has become the theme of the times. For a long time, the relationship between China and the United States has both competition and cooperation. In the fields of economy, trade and science and technology, cooperation is the mainstream. After Trump took office, he launched a “trade war” and “technical decoupling” against China. At the same time, the United States began to suppress Chinese technology companies, such as forcing its allies not to use Huawei’s 5G products, and even the normal academic exchanges between China and the United States were affected. The competition between China and the United States has evolved into a full-factor competition. After Biden takes office, the environment he faces competition from China’s major powers will not change.
2. The epidemic is still severe, not only impacting the American economy, but also exacerbating the tearing of American society. Another important environmental factor for the general election is that the epidemic has not yet been effectively controlled in the United States. The epidemic has not only caused a negative impact on the US economy, but also magnified some inherent social contradictions in the United States and exacerbated the tearing of American society. The parade in the epidemic, urban riots, and beating, smashing, looting and burning have become the most prominent “scenery” on the streets of the United States in 2020.
Brookings Institution researcher Darryl West said in his new book “Divided Politically Divided Nation”: “The United States is caught in extreme partisan conflict, causing politicians, communities and even families to split.” Polarization has reached the point where no one trusts people with different views. A survey conducted by the Pew Research Center found that more than 81% of the members of the Republican and Democratic parties each hold a negative view of the other party. Under such circumstances, repairing the United States has become a consensus in everyone’s perception and a potential demand.
Trump, Biden, Hillary: Who has captured the seven inches of mind?
The new positioning theory believes that the mind is an important seven inches. In the era of all-factor competition, under certain circumstances, once you find a slogan that helps consumers choose themselves rather than their opponents, they will grasp the main contradiction of competition.
What is a good campaign slogan? It should conform to the following two principles: First, popular principles, a good slogan should be “human words” that the general public can understand. 2. The principle of relevance. The slogan of the candidates should make the electors understand that once I take office, my policy propositions will benefit the electors.
In 2016, in the process of running for president with Hillary Clinton, Trump’s “make America great again” competition proposition resonated with many Americans. As a result, he seized the voters’ “seven inches of mind”. . In contrast, Hillary Clinton’s three campaign slogans, including “I’m on her side,” all lacked penetration. In the end, she lost in the election to Trump, who is not considered to be a favorite.
In the 2020 general election, Trump’s campaign proposal is still “Make America great again!” Compared with four years ago, only an exclamation mark was added. Although the slogan is still sharp, the main contradiction of competition has shifted, and Trump made the mistake of “carving a boat for a sword”.
In the long run, the American people certainly hope that the country will be great again, but another public consensus is that a torn America cannot be great again. Obviously, the main contradiction in the United States has shifted from how to be great again to how to repair the torn American society. This is the main contradiction of competition. In this regard, Trump’s performance has been disappointing. Statistics from Johns Hopkins University’s new crown epidemic in the United States show that as of January 5, the cumulative number of confirmed cases in the United States has exceeded 21 million, and there have been more than 356,000 similar deaths.
Biden has positioned his campaign proposition as “repairing America” and will unite the American people and emphasize that he “will be the president of all.” The United States needs unity. Biden promised: From the first day (in office), we will meet the requirements of fighting the epidemic and let the American people meet the needs of epidemic prevention.
To repair people’s livelihood and economy after the epidemic is raging, Biden’s proposition is obviously more popular, laying a solid foundation for the victory over Trump.
The same Chinese cards, Biden and Trump play differently
The new positioning theory advocates: In an era of excessive differentiation, characteristics are easy to find, while commonalities are hard to find. Only when the commonality and characteristics are fully understood can it be more conducive to gaining a competitive advantage. Back then, in the herbal tea war, Heqizheng herbal tea only emphasized the characteristics of large packaging, ignoring the commonality. If the slogan is changed to: “The same classic formula, large packaging, more enjoyable to drink.” It is likely to achieve better results.
In the context of competition among major powers, the Chinese card is an important element of competition in the US presidential election process.
Here it is necessary to look at the general trend and overall situation of Sino-US competition. After China entered the WTO in 2000, China and the United States gradually formed a win-win relationship in economic development. China’s economic development model is: a large amount of infrastructure investment-improving the business environment-attracting foreign investment (mainly investment in the manufacturing sector)-expanding import and export-expanding employment-stimulating domestic demand-comprehensive economic development.
The US model is: export relatively backward production capacity to China-use cheap labor to produce products and services-use the potential of the industrial chain to gain a trade deficit-invest in R&D and innovation to continue to maintain the advantage of the ecological position of the industrial chain.
In the above process, China and the United States are highly complementary. From the perspective of competition, the characteristics of China and the United States bring cooperation, with fewer commonalities (there are huge gaps in scale and development level), which reduces the possibility of conflict.
As a result, at least in the economic field, the cooperation between China and the United States is far greater than conflict. However, as the Chinese economy enters a stage of high-quality development, the commonalities between the two sides are increasing, and the characteristics of the other side are decreasing.
At the scientific and technological level, the technological gap between the two sides has narrowed (the United States is still leading in basic research), and China has achieved surpassing in some areas. For example, China’s 5G applications have already surpassed the United States. This is why the United States has suppressed Huawei. In terms of economic size, the commonalities between China and the United States are also increasing. For example, in the world, only China and the United States have a GDP exceeding US$10 trillion. In the international financial system, with the internationalization of the renminbi, the status of the US dollar cannot bypass China.
Therefore, after Trump came to power, he exerted extreme pressure on China on some competitive elements where the United States has advantages. But in many cases, sanctions or decoupling will have negative effects on both sides. Michael Porter pointed out in “National Competitive Advantage”: The United States has a unique advantage in the university research and development system. Biden is very clear that continuing to strengthen the United States’ areas of advantage (especially the technical field) and strengthening the characteristics of the United States in the competition of major powers can maintain the United States’ competitive advantage over China and reduce the possibility of direct conflict to a certain extent.
It is based on this thinking that Biden put forward more pragmatic and rational policy propositions on the Chinese card, such as solving competition problems with economic rules and reshaping the advantages of the United States through strengthening innovation.
Win the overall initiative by winning outside lines
For Jinmailang, the internal battlefield is the instant noodle market, and the external battlefield is the beverage market. Therefore, whether it can make a breakthrough in the beverage market determines whether Jinmailang can break the existing competitive landscape. For returning customers in 2019, the once signature product Dorayaki is an inside battlefield, and Xiao Fu Le, An Kiss, Huang Fuyang Pure Cake, and Hei Hao Toast are their outside battlefields.
When Biden and Trump competed for the presidency, they also reflected the characteristics of outside decisive victory:
1. Minorities: an outside battlefield in the sense of a crowd. Compared with other ethnic groups, the support rate of whites for the two parties is relatively stable and can be regarded as an internal battlefield. The tendencies of ethnic minorities are more flexible. Therefore, winning votes for ethnic minorities is an outside battlefield that both parties are determined to win. Whoever gets more votes among the minorities can add an important weight to his election.
In the race for ethnic minorities, Biden is the winner. A poll during the election showed that Trump has only gained a competitive advantage among the Americans of Vietnamese descent. Among people of Indian, Japanese, and Korean descent, Biden’s votes completely overwhelmed Trump.
2. An outside battlefield in the geographic (state) sense. Among the 50 states in the United States, some states have traditionally supported the Democratic Party (Republican). People are used to calling the former blue states and the latter red states. Generally speaking, the tendencies of these states in elections will not be too suspenseful. Other states have greater swings, so-called swing states. For both sides, these states can be regarded as outside battlefields.
For Biden, the outer battlefields in the geographical sense are Pennsylvania and Arizona. After careful organization and planning, Biden became the second Democrat to win the above-mentioned traditional “red state” in 70 years. Biden has won swing states such as Pennsylvania, Michigan, and Arizona. As a result, Biden and Trump reached a verdict. After the victory of the “Red State” on the outside battlefield, Biden also set a record for the highest number of votes in the US presidential election.
Obama’s election campaign: playing with potential
For a new brand, appearing with potential is a good way to build a brand. For example, Chu Cheng was once endorsed by entrepreneurs such as Wang Shi, Pan Shiyi, etc. Relying on the endorsements of these opinion leaders, Chu Cheng quickly gained popularity without placing any advertisements, and the supply was in short supply at one time.
The strong support of former President Obama gave Biden a certain potential. Obama said in the video that his former deputy can unite and “cure” a country struggling in a dark hour. Obama also emphasized: “Choosing Biden to be my vice president (at the time) was one of the most correct decisions I have ever made. I believe that Biden has all the qualities needed to be president.” With Obama’s support, bye Deng naturally appeared in the election with potential energy.
Enlightenment from the competition in this presidential election: Biden’s campaign proposal (mental slogan), inside and outside wars (to win the inside battlefield in the outside, to win the support of minorities and swing states), China card (strengthen advantage, absorb from opponents) Potential energy) and competing crowds (support of former President Obama) overwhelming Trump, which also helped him enter the White House with the highest vote in history. Biden’s successes all coincide with the new positioning theory.
Although the dust has settled in the US election, the competition behind it is worthy of our long-term consideration.