The state of Qin attacked Zhao, and the Zhao generals Yue Cheng, Li Dui, Zhao She, and Lian Po all led troops to resist the Qin forces. The Qin army repeatedly defeated the Zhao troops, and the people of Zhao were filled with terror. The King of Zhao summoned Lou Chang and Yu Qing to discuss the matter, saying: "If our army wins in battle, the state will prosper; if it loses, the state will be imperiled and the people reduced to misery. Now the Qin army has attacked Zhao, and our troops have suffered repeated defeats—what shall we do?" Lou Chang said: "It would be better to send an important envoy to Qin to sue for peace." Yu Qing said: "Lou Chang speaks of seeking peace because he believes that without it, our army is certain to be defeated. But the benefit of peace—does it lie with Zhao, or does it lie with Qin?" The King of Zhao said: "Qin has spared no effort; it is determined to defeat our army." Yu Qing said: "If Your Majesty heeds my counsel, send envoys bearing precious gifts to befriend the states of Chu and Wei. When Chu and Wei desire Your Majesty's treasures, they will surely receive our envoys. Once our envoys have entered Chu and Wei, Qin will inevitably suspect that the feudal lords are forming a united front against it, and will be thrown into panic. Only then may the cause of peace succeed." The King of Zhao did not follow this advice, but instead deliberated on peace with the Lord of Pingyang, and sent Zheng Zhu to Qin. Qin received Zheng Zhu. The King of Zhao summoned Yu Qing and said: "I sent the Lord of Pingyang to seek peace with Qin, and Qin has already received Zheng Zhu—what do you think of this?" Yu Qing replied: "Your Majesty will not obtain a peace treaty, and our army is certain to be defeated. Those who congratulate the victors of war are all gathered in Qin now. Zheng Zhu is a man of high distinction; once he enters Qin, the King of Qin and the Marquis of Ying will surely display him before all the world. Chu and Wei, seeing that Zhao has already sought peace, will certainly not come to Your Majesty's aid. And when Qin knows that no state will rescue Your Majesty, then the peace treaty can never be concluded." Indeed, the Marquis of Ying displayed Zheng Zhu before all those who came to congratulate the victors, and to the very end refused to agree to peace. The Zhao army suffered a great defeat at Changping.
💡 商战启示录
This strategy illuminates the wisdom of "bargaining leverage" and "strategic misdirection" in commercial warfare. Yu Qing advocated first forging alliances with Chu and Wei, fabricating the illusion of a "Vertical Alliance" to elevate his negotiating position; King Zhao of Zhao, however, rushed toward peace, exposing his weakness, and was exploited by Qin through Zheng Zhu's theatrical display to intimidate the other feudal lords, ultimately leaving Zhao isolated. In modern commerce, such cases abound: a startup facing acquisition pressure from a giant at a depressed price—if it directly signals weakness and begs to be bought, it will inevitably suffer harsh terms; conversely, if it first introduces multiple competing bidders (such as strategic investors or partners) to create an atmosphere of "fierce competition," even without a real transaction, it can force the giant to raise its offer or improve conditions. Similarly, in Huawei's early response to international patent litigation, it first united other manufacturers to form a patent alliance, then negotiated with its adversaries, turning the tables from a defensive position. The core principle lies in this: before negotiations, one must build external momentum and refrain from revealing one's hand; if one unilaterally sues for peace, it is tantamount to admitting one's own inferiority, and the opponent will surely exploit the opening. Yu Qing's strategy of "building momentum first, then negotiating peace" embodies the BATNA mindset in modern business negotiations—only by possessing powerful alternatives can one command the initiative. Conversely, King Zhao's shortsightedness and impatience serve as a caution to managers: yielding hastily under pressure often leads to strategic collapse, even total defeat.