When Qin attacked the state of Han and laid siege to the city of Xing, Fan Ju said to King Zhao of Qin, "In the art of war, there are those who conquer the hearts of men, and those who conquer their lands. The Marquis of Rang attacked Wei ten times yet failed to weaken it—not because Qin was weak and Wei strong, but because what he sought was territory. Territory is what a sovereign treasures most; a sovereign is what his ministers revere most. The way to seize what a sovereign treasures differs from the way to win what his ministers revere. Now Your Majesty attacks Han and besieges Xing, but I urge you not to press the siege. Abandon Xing and strike elsewhere—how would that be? Then Xing would surely fall. Yet I fear that if Qin attacks Xing, Han will surely bribe the feudal lords with its cities to seek aid. The armies of the lords coming to rescue Han will hasten day and night. When Qin attacks Xing, Han will ally north with Zhao, west with Wei, and south with Chu, all mustering their full strength. Though Qin be mighty, it cannot withstand the forces of four states. Therefore I say: do not attack. It would be better for Your Majesty to lure Han with profit and let Han defend itself. If Han defends itself, Qin can reap the benefit at ease. But if Han guards within and follows the lords without, Qin will be in peril. Your Majesty would do better to make peace with Han, let Han return Xing, and Qin exchange it for other territory. Thus Han will surely comply, and Qin may avoid warfare. Moreover, to seize land, one must first win the people's hearts. If hearts are not won, even gaining land brings no benefit. Now Han's people have not lost their allegiance, and Xing is strategically perilous; if Qin attacks it, soldiers will suffer heavy losses, yet Han will never cede it. Better to ally with Han and withdraw, observing the shifts. Han will feel gratitude toward Qin and dare not rebel. Qin may yield a little land to subdue Han—this is a plan of perfect safety." King Zhao said, "Well spoken." Thereupon he formed an alliance with Han, and Qin did not attack Xing.
💡 商战启示录
Fan Ju's strategy reveals the core wisdom of commercial warfare: do not blindly contend for hard resources, but rather emphasize soft power and long-term relationships. In modern business, many enterprises become mired in price wars and market share contests, akin to "attacking territory," expending vast sums only to leave both sides battered. For instance, the subsidy war between Didi and Kuaidi, though it captured market share, inflicted severe losses on both parties, ultimately forcing a merger. Fan Ju's counsel to King Zhao of Qin—"form an alliance with Han and then withdraw"—mirrors how enterprises today secure benefits through cooperation, mergers, or strategic alliances, rather than zero-sum games. Apple and Samsung are both rivals and partners: Apple procures chips from Samsung, while Samsung manufactures for Apple; they compete yet collaborate, achieving win-win growth. Furthermore, Fan Ju emphasized that "those who conquer people" must win their hearts, corresponding to enterprises earning customer loyalty and brand reputation rather than pursuing mere short-term profits. Huawei, in overseas markets, prioritizes localization, winning support from local governments and communities, and thus maintains resilience even under sanctions. Therefore, the wisdom of commercial warfare lies in this: avoid head-on clashes, adeptly employ alliances and negotiation, and ground strategy in winning hearts—only then can sustainable growth be achieved.