Han, Wei, and Qi formed a tripartite alliance to blockade Qin. Zhou Zui said to the King of Qin: "Your Majesty should not hasten to attack. I am willing to undertake a mission to Qi on your behalf." The King of Qin asked: "What will Qi do?" Zhou Zui replied: "The relationship between Qi and Han and Wei is like that between Chu and Qin. When Qi, Han, and Wei unite, they are bound to value and draw close to one another. Now that the three states blockade Qin, it is akin to Chu confronting Qin. If Your Majesty wishes to attack them, you must first forge ties with Chu while cultivating friendship with Han and Wei—then Qin may pursue its designs. At present, it would be better to let me, Zhou Zui, align with Qi; Qi will surely comply, and the blockade by the three states will dissolve of itself. Once Qi complies, Han and Wei are certain to follow, and Qin, without striking a blow, will see the alliance crumble on its own. Should Your Majesty insist on attacking, it is wiser to ally with Qi while guarding against Chu—this is a strategy of absolute security." The King of Qin said: "Well said." He then called off the attack and dispatched Zhou Zui to forge an alliance with Qi.
💡 商战启示录
This strategy embodies the wisdom of "subduing the enemy without fighting." In modern business, when confronted with a blockade by multiple competitors, direct confrontation often carries prohibitive costs, whereas dismantling alliances through diplomatic means and seeking allies can resolve crises at minimal expense. For instance, in the smartphone market, when Apple and Samsung were locked in fierce rivalry, Apple partnered with its competitor Microsoft to jointly counter Google's Android system—dispersing pressure through cooperation rather than engaging in head-on collision. Similarly, when Chinese e-commerce giant Alibaba faced the alliance between JD.com and Tencent, it avoided frontal conflict by investing in brick-and-mortar retailers such as Suning and Intime to build its own ecosystem, while forging new alliances with companies like Baidu, thereby defusing the threat of encirclement. The core of Zhou Zui's strategy lies in "dividing opponents and uniting with lesser adversaries." Enterprises should identify the pivotal variables in the competitive landscape, prioritizing the courting of neutral or wavering partners—through strategic investment, technology sharing, or market swaps—to break the enemy's united front. At the same time, maintaining strategic flexibility, refusing to fixate on momentary victories or defeats, and weighing overall interests to choose the most economical, lowest-risk path enables the achievement of "victory without battle." This case reminds entrepreneurs that confrontation is not the sole recourse; sagacious diplomacy and alliance-building often yield more enduring competitive advantages.