關於 first mover ，我們在網路上蒐集到這些相關的討論、資訊與評價

【一連七集，第五】哈佛知識分享: Trade-offs 如何「取捨」?

你要取得更多，就要捨棄更多。「取捨」is tough, but you have to do it!

股神巴菲特 Warren Buffett 有句名言好影響我:

"The difference between successful people and really successful people is that really successful people say no to almost everything.‘’

成功及非常成功嘅人分別就係非常成功嘅人對絕大部分事情都係 say No.

識我嘅朋友都知道，我經常講:「我乜都唔識、乜都唔買! 我只買幾千萬以下香港嘅街舖。 我唔買樓、唔買工廈、唔買商廈、唔買農地、唔買車位/骨灰龕位、唔買大灣區、英國樓、非洲農地、 火星月球。 全部都唔買，送畀我都唔要。Again … 我只買港幣五六千萬以下香港的街舖仔。 香港有十萬間，買十世我都買唔晒! 呢世我只想買一千間。」

哈佛大學教授 Michael Porter 亦講過: “Strategy is making trade-offs in competing. The essence of strategy is choosing what not to do."

策略就係要以「取捨」去競爭。 策略嘅精髓就係要知道唔做乜!

上一集講過，何謂一個好嘅策略 Good Strategy? 教授 Michael Porter 話要經得起五個 Tests:

A distinctive value proposition 獨特的價值主張

A tailored value chain 度身訂造的企業價值鏈

Trade-offs different from rivals 同競爭對手不同的「取捨」

Fit across value chain 成條企業價值鏈的活動要配合

Continuity over time 持續性、持續性，不能一時一樣

今集同你講第(3) Trade-offs different from rivals 要贏，就要有同競爭對手不同的「取捨」。

What are trade-offs?

"Trade-offs are the strategic equivalent of a fork in the road. If you take one path, you cannot simultaneously take the other." by Michael Porter

「取捨就好似去咗一個交叉路口咁， 你只可以二選其一，唔可以兩條路都行晒。」

做生意，唔係多啲，就好啲。 多啲產品、 多啲服務、多啲客戶， 唔代表你就係好啲。 因為你營業額可能多咗三成， 但利潤反而可能無咗一半。 咁我就情願營業額細啲，利潤多一倍好過。 記住一開始嘅時候我話 Michael Porter 講過:

"Competition is not about being the BEST, not about MARKET SHARE. Competition is about being UNIQUE, about earning PROFITS" by Michael Porter

競爭唔係要做到最好，最大嘅市佔率。競爭係要做到最獨特，同埋賺到錢，長遠地賺錢。

幾年前我講過，香港週街都係髮廊，但點解有間特別唔同?

video …

QB House (Quick Barber) 就係做咗好多「取捨」 trade-offs ， 好多嘢唔做，但反而吸引咗一班想「快、靚、正」 ，但又唔想求求其其、 污糟邋遢剪個頭髮嘅繁忙上班一族， most likely 男士們、三四五十歲左近。10 minutes, just cut!

QB House 專注培訓、建立系統，令呢班目標顧客群由原本一兩三個月先剪個頭髮，而家一兩三個星期就去剪轉一轉。 剪快咗、剪多咗，就令QB House 同佢嘅髮型師雖然做少咗嘢，但反而收入及利潤上升。This is what I call "trade-offs", LESS IS MORE!

就係因為 QB House 嘅 Trades-offs 同一般髮廊嘅競爭對手唔同，當初首創新嘅經營模式係日本做到最獨特， 亦都解釋咗點解佢1996年由東京一間開始， 短短幾年間就能夠開到全球幾百間分店，2018年仲係東京証交所主板上市， 依家市值近20億港幣。 雖然有好多人想抄佢，QB House 嘅專注，佢 make 嘅 trade-offs 至今依然令佢每年生意額都上升，到今日都保持住係「速剪」行業嘅領導地位。

我成日都話，「當你乜都做，等如你乜都唔做!」 …. 因為你無樣嘢做得好、無樣嘢做得專。When you please everybody, you please nobody. 做生意要「取捨」，唔放手，唔會得到更多。

可能你會覺得 Just-Cut, QB House 都做咗啦。 做髮廊仲可以點變? 根據 Michael Porter，大把方法變。 最緊要就係，唔係人做你做。Your trade-offs have to be different from your rivals, then you have a strategy.

你嘅「取捨」要同你競爭對手唔同，咁你就有好策略。人哋 Just-Cut, 咁你可唔可以 Just Perm 電髮? Just Color 染髮? Just Blow Dry 吹頭?

唉! Just Blow Dry? 美國加州有間咁嘅髮廊 …

佢就好似係 QB House 嘅翻版，但係 No Cuts No Color, Just Blowouts. 齋吹頭! 美金$40，45分鐘時間，班目標顧客群，即係長頭髮嘅二三四五十歲女士們， 就可以 enjoy 喺個輕鬆嘅環境洗下頭、按下頭、吹下頭、飲杯 champagne、聽下音樂、Relax 下，就有個清神爽利嘅頭見人!

因為做得夠專，懂得運用 Michael Porter 所指嘅 trade-offs ，同一般髮廊競爭對手唔同嘅 trade-offs, 好多女士就個個禮拜去幫襯，relax relax 下。2010年由美國加州第一間店開始， 十年間，全美開超過一百間分店， 擁有超過5000個髮型師， 每次美金$40，每個月幫緊20萬個客人吹頭。 淨係吹頭，依家營業額每年超過一億美金。

全球最大嘅傢俬公司，IKEA， 又係另一個Michael Porter 所指 Trade-Offs 嘅典型例子。佢由產品設計 (自己裝嵌)、產品種類 (簡單得來又多幾樣選擇)、 自己推住架車嘅購物模式、至到客戶服務 (間舖頭永遠唔易搵到人幫手，人客自己搞掂，慳番啲成本，換取平啲價錢)，到最後排隊畀錢、自己包裝、抬件貨返屋企 …. 如果唔係送貨要額外收費 (無得免費)。IKEA 成條嘅企業價值鏈 value chain 都係同其他一般嘅傢俬公司好唔同，有好唔同嘅 Trade-offs 取捨。

IKEA 嘅「取捨」，就能夠吸引咗一班 “with a thin wallet" 想價錢平，但又想 good design, 唔介意自己辛苦做多啲， 工餘時間，甚至乎自己花成日裝嵌埋嘅顧客。IKEA 明白佢唔會 serve 晒所有人。 我以前係美國讀大學、 或者啱啱出嚟 New York 做嘢，都好鍾意去 IKEA 買嘢，因為平! 而家? 叫我花成日嵌件傢俬，睬你都傻! I was an IKEA Customer, but not anymore! It's OK, you cannot please everybody! 做生意就係個「取捨」! 賺到錢就得啦。

美國最賺錢嘅航空公司 Southwest Airlines 西南航空都係一樣，No first class, No meals, No assigned seats, No baggage transfer, No planes other than Boeing 737s, No International Flight … so on and so forth.

無頭等、無飛機餐、無預設定座位、無行李轉運 、除咗波音737乜嘢客機都無、無國際航線。 仲有好多都比一般其他航空公司無。

但就係因為「冇」， 運動複雜程度及成本下降，Southwest 就可以專注做以下幾樣嘢特別好，就係「平」、「快」、「準時」、員工做得開心自然服務態度更好。其他乜都無， 但未必個個客人都啱!

於是 Southwest 有個好出名嘅 "Pen Pal" 故事，就有位乘客 Mrs. Crabapple， 經常好唔滿意 Southwest Airlines 乜都冇，無頭等、無飛機餐、無預設定座位、無行李轉運等等等等， 經常寫信去 Southwest 投訴，呢個「筆友」"Pen Pal" 個個客戶服務部同事都怕咗佢， 寫完又寫， 回覆左又寫，投訴完又投訴。 直至客戶服務 部嘅同事們都冇計， 叫當時嘅CEO/創辦人 Herb Kelleher 回覆。佢點寫? 真人真事! 60秒內，佢回覆:

“Dear Mrs. Crabapple. We will miss you. Love, Herb." 即係話，請佢走， 唔好再返來!

聽落好似好搞笑，但Michael Porter 話呢個係一個典型嘅 trade-offs 例子，you cannot please everyone. 記住，一開始嘅時候，我講過:

"Strategy is making trade-offs in competing. The essence of strategy is choosing what not to do." by Michael Porter.

策略就係要以「取捨」去競爭。 取捨嘅精髓就係要知道唔做乜!

"When you try to offer something for everybody, you tend to relax the trade-offs that underpin your competitive advantage." by Michael Porter.

當您嘗試做曬所有嘢去服務每一個人，你嘅「取捨」就會減少， 同時亦都會減少你嘅競爭優勢。

善用 Trade-offs 「取捨」去增強自己競爭力嘅機會隨處都係，爭在你願唔願意「放手」，先能夠取得「更多」。

包括我自己在內， 如果我乜嘢地產項目都投資，有賺錢就買， 甚至乎集資錢多地盤都搞埋， 我只係一個三四流嘅地產發展商。 我點同新鴻基/恒基/長實打呢? 但我專注幾千萬以下嘅香港街舖，我就係一個一流嘅商舖基金公司， 全香港人， 包括所有大嘅地產發展商，係街舖買賣都唔會夠我來。 社運/肺炎後，全香港買賣舖無人夠我哋多，呢個係事實!

"Trade-offs are choices that make strategies sustainable because they are not easy to match or to neutralize." by Michael Porter.

「取捨」會令到策略更有持續性，因為競爭對手 好難去複製或抵消你嘅優勢。特別是你嘅 first mover advantage 先行者優勢。

我係香港第一個商舖基金，就永遠都係香港第一個商舖基金。只我哋專注，未來幾十年，我知道係香港嘅街舖，無人會動搖到我哋嘅領導地位。

即是有人入嚟炒，Michael Porter 話新入嚟嘅 「模仿者」好多時都只係做 Straddling 跨騎， 即係好似「一腳踏兩船」咁， 自己本身嘅本業又做，商舖又做，結果兩邊都做唔「專」。

就係因為有自信我先咁講。因為好似今集一開始咁講，根據 Michael Porter 嘅 "Trade-offs different from rivals"， 我哋係放棄咗好多嘅嘢，同競爭對手大大唔同，先能夠建立到我哋今日係香港街舖嘅領導地位。 只要我哋專注，我哋嘅基金投資者會賺錢! I know it. 但如果有一日，我開始搞工廈、搞商廈、搞地盤、搞英國樓、搞埋茶餐廳、 補習社 、 酒樓、酒店等， 就係投資者應該攞錢走嘅時候! 乜都做，就開始等如乜都唔做!

你呢? What are your trade-offs? 你的「取捨」同競爭對手有咩唔同呢? 抑或人做你做，人客想要乜，你就俾佢乜呢?

There is no problem with that! 第一集一開始我就話，99%嘅公司都係咁，養家活兒可能好多年都冇問題， 但根據 Michael Porter，你只係停留係第二個 S - Sustaining 持續緊嘅階段。 做好多年，搵到食，但可能仍然冇人識你，無突破。Survive, Sustain, 但要去到第三個 S, Succeed, I mean Super Successful 好似一支箭咁標上去，等如以上 QB House, DryBar, IKEA, Southwest Airlines 咁，你就要有 strategy 策略。 你嘅「取捨」trade-offs 要同競爭對手截然不同。

李小龍嘅名言，亦都係掛喺我公司office嘅唯一名言: "I fear not the man who has practiced 10,000 kicks once, but I fear the man who has practiced one kick 10,000 times."

李小龍唔怕嗰啲踢過一萬種唔同腳法嘅人。但佢怕嗰啲踢過一種腳法一萬次嘅人。 你嘅腳法又點呢? 有興趣一齊研究下點做? 聽多啲 Michael Porter，就來我星期六嘅早餐會啦! 下集我再同你講 (4) Fit across value chain 成條企業價值鏈的活動，如何配合去增強你的競爭優勢?

。。。。。

My hobby 《星期六早餐會》!

九/十月份早餐會 Topic: Applying "Michael Porter" to your business: How to compete and win!

哈佛分享: 如何應用「米高波特」於你盤生意? 點競爭? 點贏?

講起哈佛策略教授， 無人出名過 Michael Porter. 有幸我2017年在哈佛親身上過他教的課程， 今次早餐會同你分享，希望對你做生意亦有所啟發。

有興趣參加啦 😃 每次限四位 (包括我)。 人多傾唔到計。

9月份，逢星期六早上9時開始，約三小時。地點中環。

對象: 中小企老闆/創業者/公司管理層，連我限4位。

有興趣參加的話，請 whatsapp 你的名片給 Suki (我助手) (+852) 5566 1335。

我唔係靠呢行搵食，免費，我請食早餐 😉 Be friends ..... 有機會到時見你。李根興 Edwin

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聯絡李根興 whatsapp (+852) 90361143

#michael_porter #競爭策略

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從慘賠 7 億到營收 600 億，全家如何走到今天？3 大祕訣一次解析

เปิดตัว Toyota Granvia / Ventury 2019-2020 โตโยต้า แกรนเวีย / เวนจูรี่ ในไทย ไตรมาสที่ 3 ปีนี้

หลังจากที่เพิ่งทำการเปิดตัว Commuter และ Hiace โฉมใหม่ในเมืองไทยไปเมื่อวันก่อน Toyota ยังเดินหน้ารุกตลาดรถตู้โดยสารอเนกประสงค์ต่อ ด้วยการเตรียมเปิดตัวรถ All-New Grandvia โฉมใหม่ ในช่วงไตรมาสสุดท้ายของปี 2019 นี้

Toyota will offer an all-new luxury people mover aimed at high end hospitality, family and corporate buyers when the new Granvia arrives in Australia later this year.

Based on the all-new HiAce platform, the Granvia takes the concept of a large luxury wagon to the next level with premium seating for eight, a full suite of Toyota Safety Sense features and four-link coil-sprung rear suspension to deliver superlative ride comfort and stable handling.

Toyota Vice President Sales and Marketing Sean Hanley said the new Granvia offered true luxury transport to meet the needs of those desiring a large spacious cabin, supreme comfort and superior refinement.

"Whether you are in need of a five-star hotel shuttle, corporate transport for senior executives or just a large luxury family wagon, the new Granvia fits the bill," Mr Hanley said.

"With a stylish European-inspired design, outstanding comfort, refined performance, a high level of safety features and impressive list of standard appointments, the new Granvia really is the last word in luxury people movers," he said.

The Granvia will be offered with a single refined, fuel-efficient turbodiesel powertrain and be available in two grades, featuring such luxuries as power sliding rear side doors, electrically-adjustable driver's and second row captain's seats and leather-accented upholstery.

On-road entertainment and information will be provided by Toyota's fully connected latest generation advanced multimedia system that will be available with four USB ports and a total of 12 speakers.

Safety is assured too with both models featuring nine airbags, and active cruise control and pre-collision safety system (PCS) with pedestrian and daytime cyclist detection among the many driver-assistance features.

Arriving in the fourth quarter of this year, the Granvia will take over the role that the long-standing Toyota Tarago has played but more than simply a replacement, the Granvia will take the luxury people mover to new heights.

Both vehicles will be sold alongside each other until the Tarago is discontinued at the end of 2019.

The Toyota Tarago was first launched in Australia in 1983 and since then it has grown through four generations and has consistently been a popular choice with 104,229 sales through to the end of 2018.

Kawasaki Zefar (ZEPHYR) is a motorcycle that Kawasaki Heavy Industries is manufacturing. Only ZEPHYRχ is put on the market as of 2008 though it was manufactured as a series model according to the displacement.
Fate of background and model put on the market

The style without a caul that dares to be yearned is pushed forward in the racer replica glory age and it puts it on the market. It receives from the user from whom this requests choices other than a full caul, explosive sales is shown, and it becomes the key mover of a naked boom. The horsepower setting not to consider the self-imposed restraint dared to come to create a stir in the catalog spec competition that overheats too much, and to become a turning point into which the style of the choice of user's motorcycle changes.

The hit of this Zefar became a mainspring to make the two-wheeled vehicle business of Kawasaki Heavy Industries where the withdrawal was examined by weak sales in the replica boom reborn to big sources of revenues of this company.

Zefar (ZEPHYR) meant the west wind in English, the wish of becoming a new phase to the industry that blew from Akashi at the Kawasaki Heavy Industries two-wheeled vehicle manufacturing base factory was put, and it was named. At that time, Kawasaki Heavy Industries has details of negotiating with Ford to want to name ZEPHYR to this new car by all means, and having obtained the use right of the name though had already acquired ZEPHYR as the trademark for the four-wheeled vehicle that the Ford company manufactures.

It was general for the manufactured motorcycle of the manufacturer two wheel in the country four company to write the manufacturer logo in the fuel tank and to write the model name in the side cover, and the design written in 'ZEPHYR' and the side cover oppositely in the fuel tank as 'KAWASAKI' was very fresh at that time.

Both receiving the smash hit of 400cc afterwards, 750cc model and 1100cc model who exceeded it were put on the market, and it became a long hit model. The atmosphere of Z-2 that is the model model is told by the same specification as 400cc model such as the steel pipe frame, 1 round eye light, and no both cauls, four air cooling series cylinder engines, and two Riyasas. Especially, the fuel tank where roundness was worn, the cam cover, and forming the tail strongly associate Z-2 as for 750cc model who is the same "Nanahan" as Z-2.

Moreover, the Cast wheel of the standard issue is changed to the spoke wheel (tube tire specification) to make the atmosphere of Z-1･Z-2 thicker, and Zefar 750RS･1100RS that distributes a solid emblem of "KAWASAKI" (However, the style of type is different from the one of Z-1･Z-2) to the fuel tank is U for a certain period of time.

Founder 400cc of two valves was U by about two years though ZEPHYR(400cc) was put on the market as ZEPHYRχ of four valve specification (Zefarcai 399cc･53 horsepower) to oppose a naked motorcycle of the other companies. Moreover, 750cc model is used as an instruction car of the large-scale automatic operation two wheels.

It became a production end at the end of 750cc the model 1100cc model and 2006, and the final edition model by whom the fire ball color and the seat emblem to make the founder model of Z-1･Z-2 done in were changed was sold.

The first year of manufacturing

* ZEPHYR(400cc) - 1989
* ZEPHYR750 1990 of -
* ZEPHYR1100 1992 of -

Engine

Valve air cooling series four stroke DOHC 2 four cylinder engine

* ZEPHYR(400cc) - 46-horsepower 398cc (Z400FX that appeared in 1979 is a
root).
* ZEPHYR750 68- horsepower 738cc (The engine of Z650 (alias zapper) system that
appeared in 1976 is used).
* ZEPHYR1100 86- horsepower 1062cc (The engine of Boejar XII that appeared in 1986 is made air cooling, it uses, and the spark plugs of two a cylinder are used).

Frame

* Steel pipe double Cradle

Saspetion

* Reception desk: Telescopic Sata (There is no device).
* Two (It is not Yunitoraccshistem). Rear: chokedamps enclosed shock
absorbers

Transition of specification by restyling

* ZEPHYR (400cc and two valve engine) → 1996 year and ZEPHYRχ (400cc and four
valve engine)
* ZEPHYR750･ZEPHYR1100 → 1993 year and RS (spoke wheel specification)
addition

Sisters car

ZEPHYR550 of the car only for export existed in the past, too.

Material

* The July edition in 2005 Kawasaki motorcycle magazine and pp.32-33

ライダーズカフェMACHⅢ
http://www.kurocco.com/cgi-bin/mach3/

Kawasaki Zefar (ZEPHYR) is a motorcycle that Kawasaki Heavy Industries is manufacturing. Only ZEPHYRχ is put on the market as of 2008 though it was manufactured as a series model according to the displacement.
Fate of background and model put on the market

The style without a caul that dares to be yearned is pushed forward in the racer replica glory age and it puts it on the market. It receives from the user from whom this requests choices other than a full caul, explosive sales is shown, and it becomes the key mover of a naked boom. The horsepower setting not to consider the self-imposed restraint dared to come to create a stir in the catalog spec competition that overheats too much, and to become a turning point into which the style of the choice of user's motorcycle changes.

The hit of this Zefar became a mainspring to make the two-wheeled vehicle business of Kawasaki Heavy Industries where the withdrawal was examined by weak sales in the replica boom reborn to big sources of revenues of this company.

Zefar (ZEPHYR) meant the west wind in English, the wish of becoming a new phase to the industry that blew from Akashi at the Kawasaki Heavy Industries two-wheeled vehicle manufacturing base factory was put, and it was named. At that time, Kawasaki Heavy Industries has details of negotiating with Ford to want to name ZEPHYR to this new car by all means, and having obtained the use right of the name though had already acquired ZEPHYR as the trademark for the four-wheeled vehicle that the Ford company manufactures.

It was general for the manufactured motorcycle of the manufacturer two wheel in the country four company to write the manufacturer logo in the fuel tank and to write the model name in the side cover, and the design written in 'ZEPHYR' and the side cover oppositely in the fuel tank as 'KAWASAKI' was very fresh at that time.

Both receiving the smash hit of 400cc afterwards, 750cc model and 1100cc model who exceeded it were put on the market, and it became a long hit model. The atmosphere of Z-2 that is the model model is told by the same specification as 400cc model such as the steel pipe frame, 1 round eye light, and no both cauls, four air cooling series cylinder engines, and two Riyasas. Especially, the fuel tank where roundness was worn, the cam cover, and forming the tail strongly associate Z-2 as for 750cc model who is the same "Nanahan" as Z-2.

Moreover, the Cast wheel of the standard issue is changed to the spoke wheel (tube tire specification) to make the atmosphere of Z-1･Z-2 thicker, and Zefar 750RS･1100RS that distributes a solid emblem of "KAWASAKI" (However, the style of type is different from the one of Z-1･Z-2) to the fuel tank is U for a certain period of time.

Founder 400cc of two valves was U by about two years though ZEPHYR(400cc) was put on the market as ZEPHYRχ of four valve specification (Zefarcai 399cc･53 horsepower) to oppose a naked motorcycle of the other companies. Moreover, 750cc model is used as an instruction car of the large-scale automatic operation two wheels.

It became a production end at the end of 750cc the model 1100cc model and 2006, and the final edition model by whom the fire ball color and the seat emblem to make the founder model of Z-1･Z-2 done in were changed was sold.

The first year of manufacturing

* ZEPHYR(400cc) - 1989
* ZEPHYR750 1990 of -
* ZEPHYR1100 1992 of -

Engine

Valve air cooling series four stroke DOHC 2 four cylinder engine

* ZEPHYR(400cc) - 46-horsepower 398cc (Z400FX that appeared in 1979 is a
root).
* ZEPHYR750 68- horsepower 738cc (The engine of Z650 (alias zapper) system that
appeared in 1976 is used).
* ZEPHYR1100 86- horsepower 1062cc (The engine of Boejar XII that appeared in 1986 is made air cooling, it uses, and the spark plugs of two a cylinder are used).

Frame

* Steel pipe double Cradle

Saspetion

* Reception desk: Telescopic Sata (There is no device).
* Two (It is not Yunitoraccshistem). Rear: chokedamps enclosed shock
absorbers

Transition of specification by restyling

* ZEPHYR (400cc and two valve engine) → 1996 year and ZEPHYRχ (400cc and four
valve engine)
* ZEPHYR750･ZEPHYR1100 → 1993 year and RS (spoke wheel specification)
addition

Sisters car

ZEPHYR550 of the car only for export existed in the past, too.

Material

* The July edition in 2005 Kawasaki motorcycle magazine and pp.32-33

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