《時(shí)代》揭秘中國(guó)人的蘋(píng)果狂熱癥
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????漢娜?畢什在本周的《時(shí)代》周刊（Time Magazine）中寫(xiě)道：“蘋(píng)果公司（Apple）代表了最優(yōu)秀的美國(guó)大公司。它以創(chuàng)新為使命,，具有獨(dú)特的時(shí)尚品味和敏銳的宣傳視角,。” ????此外,，蘋(píng)果的成功還有一個(gè)很重要的原因,，那就是它與遠(yuǎn)隔重洋的中國(guó)之間有著深刻、復(fù)雜的聯(lián)系,。蘋(píng)果公司的所有配件幾乎都在中國(guó)組裝,。最近幾個(gè)月，關(guān)于蘋(píng)果公司中國(guó)供應(yīng)鏈侵犯勞動(dòng)者權(quán)益的報(bào)告頻頻見(jiàn)諸報(bào)端,。蘋(píng)果公司自身沒(méi)有工廠,，而是將產(chǎn)品組裝任務(wù)外包，形成了一個(gè)巨大的供應(yīng)商網(wǎng)絡(luò),。 ????不過(guò),，供應(yīng)方面的問(wèn)題只是蘋(píng)果公司中國(guó)故事的一小部分。其他許多在華的西方科技企業(yè)都受困于當(dāng)?shù)仄髽I(yè)的競(jìng)爭(zhēng)以及中國(guó)政府部門(mén)的種種通信限制,，日子并不好過(guò),，但蘋(píng)果卻一派欣欣向榮的氣象。但作為一家美國(guó)公司，在目前中產(chǎn)階級(jí)規(guī)模迅速擴(kuò)大的中國(guó),，蘋(píng)果品牌已經(jīng)成為這個(gè)國(guó)度追求進(jìn)步的終極精神圖騰,。 ????蘋(píng)果與中國(guó)大陸的關(guān)系體現(xiàn)了全球經(jīng)濟(jì)最偉大的機(jī)會(huì)，但也代表了最棘手的難題,。一家美國(guó)科技巨頭必須決定在多大程度上來(lái)調(diào)整自己,、適應(yīng)這個(gè)遙遠(yuǎn)的國(guó)度。蘋(píng)果是否應(yīng)該成為西方在“中央王國(guó)”最優(yōu)秀的代表,，或者蘋(píng)果是否必須遵照中國(guó)公司不太體面的運(yùn)營(yíng)方式,？而從中國(guó)方面來(lái)說(shuō)，隨著政府民族主義傾向日益嚴(yán)重,，眼睜睜看著蘋(píng)果這樣的外國(guó)公司在自己的國(guó)土上大肆撈錢(qián),，它還能容忍多久？而夾在中間左右為難的將是13億中國(guó)老百姓,，他們?cè)诠S的辛勤工作和對(duì)奢侈品的品味將左右全球市場(chǎng)的未來(lái),。 ????《時(shí)代》周刊駐北京辦事處負(fù)責(zé)人畢什條理清晰地講述了一個(gè)復(fù)雜的故事。蘋(píng)果投資者對(duì)其中大部分內(nèi)容都已經(jīng)熟知,，不過(guò)她在其中添加了一部分在成都當(dāng)?shù)氐膱?bào)道,，以及我們從未接觸過(guò)的部分細(xì)節(jié)——例如，蘋(píng)果標(biāo)志不僅出現(xiàn)在山寨蘋(píng)果商店和假冒iPhone手機(jī)上（包括尚未推出的iPhone5）,，甚至還有約700個(gè)打著蘋(píng)果品牌的燃?xì)庠疃假N上了蘋(píng)果標(biāo)志,。 ????譯者：劉進(jìn)龍/汪皓 |
????"Apple symbolizes the best of American Big Business," writes Hannah Beech in this week's issue of Time Magazine, "its innovative drive, its stylish flair, its advertising acumen." ????The company has also succeeded because of its deep and complex relationship with a country halfway around the world, where nearly all its gadgets are assembled. Labor violations within the tech firm's China supply chain--Apple has no factories of its own and instead contracts assembly out to a vast supplier network--have grabbed headlines in recent months. ????But the supply-side problems are only part of the Apple story. The American company is thriving in China, even as other Western tech firms struggle with local competition and communications restrictions imposed by the authoritarian state. Apple products now serve as the ultimate totem of upward mobility in a country with a fast-growing middle class... ????Apple's relationship with the People's Republic embodies some of the global economy's brightest opportunities but also its thorniest dilemmas. An American tech giant must decide how much to adapt its practices in a faraway land. Should Apple represent the best of the West in the Middle Kingdom, or must it conform to the less salubrious way China Inc. operates? From China's side, how much longer will an increasingly nationalistic government allow foreign companies like Apple to profit so handsomely on its shores? Caught in the middle are 1.3 billion Chinese whose toil in factories and taste for luxury products will dictate the future of the world's marketplace. ????Beech, Time's Beijing bureau chief, does a nice job weaving together the strands of a complex story, much of which will be familiar to Apple (AAPL) investors but to which she adds some on-the-ground-in-Chengdu reporting and a few details we hadn't seen before -- such as the fact that Apple logos have begun to appear not just on fake Apple stores and fake iPhones (including an iPhone 5 that don't yet exist), but also on nearly 700 Apple-branded gas stoves. ????It's the cover story on Time's International editions, available free for subscribers here and for purchase in Apple's iBookstore under a new arrangement between Time Inc. (TWC) and Apple two years in the making. Seehere. ????It's also available in the domestic edition -- but inside the magazine, where it runs behind a cover story about the history of the American Dream written, ironically, by the former editor of Newsweek. |
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