可口可乐中国发展史（节选）
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第2部分：限制 李：到1979年初，我们从香港灌装厂运来了第一批产品。最初主要出售给北京的大型酒店，之后慢慢扩展到广州、上海和其他主要城市。 鲁大卫：最初，我们只能向北京、上海和广州这三个城市的游客和对外交流部门出售可乐。这实际上属于意识形态上的障碍，因为可口可乐被视为西方资本主义的象征。共产党内部也产生了许多争论：“我们应该让他们进入中国吗？“ 李：中粮和其他公司不希望可口可乐获得太大的影响力。于是，他们对可口可乐设置了障碍，限定在特定区域。我对这种情况当然非常不满。 Chong：许多年来，可口可乐只能在友谊商店和外事酒店内出售。最初两三年，由于需要从香港运送，可口可乐公司遭受了巨大损失。 鲁大卫：我们在上世纪80年代初经历过一次小风波。当时共产党内部出现了不满的声音。我认为原因是我们在北京做了一次街头宣传。他们说，“怎么能让一家外国公司在北京的街头搞宣传呢？这是绝对不允许的。”为此，我们被禁售了12个月。（财富中文网） 译者：刘进龙/汪皓 |
Part II: The Restrictions Lee: By early 1979, we had our first shipments from our bottler in Hong Kong. The first sale was distributed in some major hotels in Beijing, and then slowly Guangzhou, Shangahi, and other key cities. Brooks: Initially we were under a restriction of selling for tourists and selling for foreign exchange in three cities—Beijing, Shanghai, and Guangzhou. Those barriers were partly ideological, because Coca-Cola was seen as very Western capitalist symbol. There were a lot of internal debates within the Communist Party: "Should we let these guys in at all?" Lee: COFCO and others didn’t want a Coke cooler to be too visible. So they put it behind a bar, behind a certain area. Of course I wasn’t very pleased with things like that. Chong: For quite a number of years Coke was only sold in Friendship stores and foreign hotels. Coca-Cola lost a lot of money in the first two to three years shipping Coke from Hong Kong. Brooks: We had a mini-crisis in the early 1980s. There were complaints within the Communist Party. I think we did a street promotion in Beijing. [They said,] "How could a foreign company do a street promotion in Beijing? It’s not allowed." We were restricted from selling for about 12 months. |
