This article is from the WeChat public account: CEIBS Business Review (ceibs-cbr) , author: Shi Yang, from the title figure: “Breaking Bad” stills

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This is a story about the transformation from an ordinary people’s teacher to a drug lord of the US state of Mexico through the promotion of product management, organization management, and channel management.

Walter White (“Old White”) is an ordinary people’s teacher. In his career, the research results of a former chemist were misappropriated by a partner, but later became a middle school teacher but were not respected by the students. In order to subsidize the family, he had to work part-time to work; She was pregnant with her second child, her auntie stole chickens and dogs all the time, and often worked in the anti-drug brigade …

The torment of life has made the image of a middle-aged man leaping from the sorrow and sorrow of a pregnant man. Even worse, Lao Bai found himself suffering from advanced lung cancer at the age of 50. In despair, with the idea of ​​the last stroke of his life, Lao Bai decided to become a poison maker with his chemical talents and rely on superb methamphetamine refining technology. At the end of his life, Lao Bai gradually stepped onto the US State University of Mexico. Throne of drug lords.

The above is a summary of the plot of “Desperate Poisoner”. From 2008 serialization to the end of 2013, “Desperate Poisoner” can be regarded as a feud in the history of American drama. Unlike “Game of Thrones” in the final season, “Evening Festival is not guaranteed”, and “Western World” in the second season, “Word of mouth”, “Desperate Poisoner” has been impeccable from beginning to end The level of production, whether it is from the initial portrayal of the old white character, or the inner description after he became a big drug lord, is inextricably linked.

The main characters of “Death Poisoner” (from left): Guth, Xiaofen, Lao Bai, Mike

It is worth mentioning that the old man in the play ushered in the “second spring” of his career when his balance of life was about to be overdrawn. In the “career” plot line, in order to make the drug manufacturing and drug trafficking business flourish, Lao Bai took painstaking efforts, and gradually improved the methods and awareness of product management, organizational management, and channel management. In this issue, the author takes a different approach and analyzes the old “drug cricket management” in “Desperate Poison Master”.

Leadership of the market: the meth market, we have exclusive rights

In the first season, Lao Bai, who had just decided to join the industry, chose methamphetamine as his research product. By adjusting the chemical equation, Lao Bai developed a blue methamphetamine with a purity of more than 95%. Due to its high purity and “experience”, the sales of blue methamphetamine quickly surpassed that of other drugs. The methamphetamine, which was once considered to be of low quality by the market, also became a star category.

Although Laobai chose methamphetamine as the entrance to the market because it is the most feasible for chemical purification of methamphetamine, it is not difficult to see that he has some understanding of the “market leader’s law” in management. The so-called “market leader’s rule” is one of the components of the “location rule” proposed by marketing master Jack Trout.

Many people believe that the key to capturing the market is to convince consumers to buy a better product or better service. But in fact, if your market share is small and you are not a competitor of a large company in the industry at this time, then the strategy for entering the market needs to be reconsidered and adjusted.

In the play, the products that initially occupied the dominant position in the drug market, in addition to marijuana and heroin, were even more difficult for the drug trafficking groups that controlled these products. If the competition in the traditional category dies, it will undoubtedly touch the interests of drug trafficking syndicates. But Lao Bai opened a new path through the category of methamphetamine, and instead opened up a whole new product line for drug dealers.

So, the most essential point in the market is to create a market in a certain category, so that you can become the first in this category of market. This is the essence of the law of market leaders.

In addition, Lao Bai never told others about the formula of blue methamphetamine. This exclusive product not only earned a lot of money for Lao Bai, but also saved his life many times. In today’s competitive environment, there is little hope that a Me-too product will become a bigger, more profitable brand in the market. If you can’t be number one in the industry, then you can only build an industry that can be “exclusive” to be number one.

Basically, the rules of market leadership apply to any product, brand, and type of market. For example, people know that JEEP is the most famous of the four-wheeled off-road vehicle brands, but they don’t know which is the first four-wheeled off-road vehicle brand in the world. Leading brands in this market are often considered first. In fact, JEEP is the world’s first brand of four-wheeled off-road vehicles.

Of course, not every brand that first enters the market can become a leader, but if you are the first industry brand and the product is the best, such as Coca-Cola, then you can have a great chance of success like Lao Bai may.

Gurley’s theorem: licking blood at the knife edge, integrity first

With the products, finding channel resources to quickly open the market has become an urgent task for the old. By chance, Lao Bai found the local drug dealer’s butcherhouse that attacked the drug-making RV and snatched the blue meth. In order to win the trust of drug dealers and show their sincerity, Lao Bai promised to supply two pounds of blue methamphetamine, but due to a shortage of raw materials, he ultimately failed to reach his promise.

While the butcher’s fury was burning, Lao Bai once again promised to bring four pounds of product to the drug dealer in a week. After solving the problem of raw materials difficultly, Lao Bai did not make an appointment for the second time. The unique high-quality products made the drug traffickers praise, and thus Lao Bai also gained the recognition and trust of drug traffickers.

CEIBS Business Review (ceibs-cbr) , author: Yang Shi