Sun Tzu is advising military commanders to use strategic maneuvering in order to lure the enemy into a trap. By crossing a river and then moving quickly to a new location, a commander can create the impression that the river is safe to cross. This can tempt the enemy to cross the river in pursuit, at which point the commander can use their superior knowledge of the terrain to launch a surprise attack and defeat the enemy.
After entering a market, you should avoid making it known to the established competitors in the market.
When a business enters a new market, it should avoid announcing its presence to established competitors in the market. The reason for this is to maintain a strategic advantage and prevent the established competitors from taking countermeasures to protect their position in the market. By keeping their entry into the market a secret, the company can gain a temporary advantage and potentially catch the established competitors off guard. This can help the company gain a foothold in the market and establish itself as a viable competitor.