Argentina has lifted the World Cup trophy for the first time in 36 years. Messi has finally fulfilled his dream...

The World Cup is like a martial arts world.

Teams from all over the world gather at Mount Hua to compete and determine the champion.

With every match, a soccer superstar steps off the stage. As a cyclical sport, no player remains on the field forever.

The same applies to attracting investment. With a unique skill, nothing is insurmountable.

Every region has its own comparative advantages. As the “top priority” of economic development, no place can continuously attract major investments and top-tier enterprises.

The investment arena is like a sports field: not every shot finds the net, nor does any team lose indefinitely.

The notion that the strong remain strong and the weak remain weak is by no means an immutable truth.

When you understand the World Cup, you understand investment promotion. The best results never come easily…

01 In the Investment Arena, Break the Deadlock or Be Eliminated

“I trained from dawn till dusk. It took me 17 years and 114 days to achieve overnight fame,” said Messi.

Indeed, “great trees attract the wind”—since Argentina advanced from the group stage, Messi has been marked relentlessly. It’s clear that opponents target key figures.

In the investment promotion process, key figures—much like Messi—must “break through the circle” during project matchmaking.

Once, the Vice Mayor of Ma’anshan “reached out to Lei Jun.”

On a sheet of paper headed “Ma’anshan Municipal Government,” it read: “To my vast network of friends: If any of you know Xiaomi’s Lei Jun, please help introduce us. Ma’anshan has a project we’d like to collaborate on with him.”

The message was signed by “Ji Xiang” and included a mobile phone number.

At the time, Ji Xiang served as a member of the Standing Committee of the Ma’anshan Municipal Party Committee and Vice Mayor, primarily responsible for industrial development, the information technology sector, and investment promotion.

According to reports, within two minutes of the post going live, at least 10 people offered to help make the connection, and the post was widely shared by friends.

In fact, this exemplifies the “six degrees of separation” theory: if one person wants to meet another, they can do so through six intermediaries.

This “long-distance outreach” proved to be quite effective.

In particular, officials in coastal regions often share information on WeChat Moments, sometimes posting dozens of updates a day. The goal is to provide substantive content, encourage more people to pay attention to local development, and pool resources for their work.

However, some local governments remain cautious on social media, worried that publishing their mobile numbers might lead to unwanted disturbances. But if you think about it more deeply, how can they effectively attract and serve businesses if companies don’t even know how to contact them?

It’s true that when dealing with investment promotion staff, bureau chiefs and deputy chiefs generally possess strong professional capabilities. However, among those below the deputy chief level, very few can handle matters independently. These days, investment promotion requires “thinking outside the box.”

Under no circumstances should you be hesitant to take initiative or think creatively. In the investment promotion arena, what matters most is the ability to think outside the box.

02 Know Your Place—Don’t Overstep Your Boundaries

In soccer, there’s a rule called “offside.”

In their first group stage match, the Argentine team was in a strong position, leading by one goal.

But three goals were ruled offside, squandering prime opportunities, and they ultimately lost 1–2 to Saudi Arabia.

The opponent’s aggressive “offside trap” tactic completely threw Messi and the Argentine team off balance.

Fortunately, in the face of defeat and skepticism, the Argentine team was able to quickly assess the situation, adjust their mindset, and secure victories in their next two group stage matches, successfully advancing from the brink of elimination.

Knowing one’s place is true self-awareness.

By understanding oneself, staying within one’s bounds, fulfilling one’s duties, and knowing when to advance or retreat, one can navigate the race with ease and natural grace.

When it comes to attracting investment, the strategy of “making friends far and attacking nearby” could not be more appropriate.

"Building relationships with distant partners" involves exchanging information, experience, and project resources.

When collaborating with other cities and institutions, the investment promotion entity must establish connections layer by layer—from the regional level to industrial parks and then to specific industries—ensuring one-on-one, point-to-point engagement to fully realize the intent of “forging alliances with distant partners.”

It is worth noting that the target investors for such “distant partnerships” should be technology-intensive enterprises. Wherever new markets emerge, these enterprises will take root; wherever new customers appear, they will naturally expand.

"Close-range" competition is about rivalry, but ultimately serves to foster mutual growth.

In investment promotion, competition cannot be avoided; only through competition can gaps be identified. From large-scale policy support and preferential treatment to local industries and sectors—and even the development of individual enterprises—all require active pursuit to secure favorable growth opportunities.

Sometimes, what sets companies apart is not resources or location, but whether they can accurately assess and position themselves.

Therefore, a competitive mindset is ever-present in every investment promotion effort.

03: Seemingly an Underdog, Yet a Natural Outcome

This time, powerhouse teams like Germany, Spain, and Portugal were eliminated one after another.

The most heartbreaking night for fans came during the quarterfinals, when “favorite” Brazil was sent home by Croatia in a penalty shootout.

Neymar’s tears brought pain to countless fans.

These "upsets" may seem unpredictable, but there were actually signs pointing to them.

Croatia had never defeated Brazil in their previous World Cup encounters.

Despite being underdogs, they seized the opportunity in extra time to equalize, turn the tide, advance to the final, and ultimately secure third place once again.

Victory or defeat can hinge on the blink of an eye, and decisive goals often come in stoppage time.

Just like in soccer, opportunities in business are fleeting. Until construction actually begins, a project can still take an unexpected turn.

We identified 57 leads, visited 60 companies, organized two online business meetings, and facilitated site visits by two companies.

However, if a project doesn’t materialize, all efforts amount to nothing.

Especially in coastal regions, when visiting companies to promote investment, there are at least 2,000 other out-of-town investment promotion teams competing in the same arena.

Suzhou’s officials are extremely busy; without a prior appointment, dropping by their offices will likely result in a wasted trip. This has led to a “three-thirds rule”:

one-third traveling abroad, one-third traveling domestically, and one-third staying at home.

It is a common sight to see Suzhou officials stationed at major hotels in Shanghai’s Pudong district and at Shanghai Hongqiao Airport, pitching their hometown to visiting foreign investors and inviting businesspeople from around the world to visit Suzhou.

The suspense is palpable; until the very last second, no one knows which city will land the project.

And there are plenty of plot twists: once a need is identified, every region goes all out.

Back in the day, this approach was considered an “unconventional” strategy. Yet today’s common methods—such as regional investment promotion posts, overseas recruitment teams, and small-scale outreach squads—all trace their origins to Suzhou’s “knock-on-the-door” approach.

Faced with the risk of being “scooped,” the key to standing out in the competition lies in identifying unique strengths. Analyze the company’s qualifications and operational direction, anticipate the questions they might raise, and ensure that meetings with them are concise and efficient.

Conclusion

The allure of the World Cup lies in its unpredictability—there’s always something to look forward to in the next match.

The same holds true for investment promotion. There is no script, but there is a narrative of struggle and breaking through barriers.

There are always favorites that stumble,

and there are always dark horses—unknown underdogs—that break through the ranks.

The future holds promise—never give up.