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1、TheFutureOfChineseFirewaterInAChangingCountry白酒在中国的未来Russiahasvodka,Koreasoju,Japansake,andChina–baijiu(bye-joh).Likeitscousins,baijiuservesasanationalsymbol,asociallubricant,abusinesssealant,aculturalbaptism,andnottheleastofall,amarkofdistinction.Rookiesgagonitsinfernalfl
2、ow,butaculturedpersonwouldneverturndownachancetoclinkglasses.AsoneChinesefriendputsit,“Totheoldergeneration,baijiuisahabit–thereisnogoodorbadtoit.It’sapartoftheculture.”俄罗斯有伏特加，韩国有烧酒，日本有清酒，而中国有白酒。像其他酒类一样，白酒是国家的象征、社会的润滑剂、商界的粘合剂、文化的洗礼，然而不仅于此，白酒还是身份的标志。Itthereforecameasapleas
3、antsurprisetomewhenIstarteddoingbusinessinChinalastyearandrealizedthatmostofmyassociatesturnedtheirnosesupatit.IunabashedlyadmitthatIhavenotasteforthestuff,butIacceptedlongagothatitwouldbeanimportant–nay,critical–aspecttosalesinChina(letalonebeersales,whichwasmyindustry).因
4、此，当去年我在中国做生意时，白酒给我带来了惊喜的发现，而且我意识到我的大部分同事都对白酒嗤之以鼻。我毫不掩饰地承认，我对白酒也没有兴趣，但是我很久以前就明白，白酒将是在中国展开销售的重要环节，不，可以说是关键的环节（除了啤酒销售外——那是我的老本行）。WhatIinsteadencounteredwasadistinctsplitbetweenpeoplebornbeforeandafter1980.Whiletheoldergenerationclearlypreferredtoslickenmeetingswiththetraditio
5、nalliquor,theyoungerclientscringedatthesuggestionofit.Thelattergroupwasquickertoofferabeerorcigarette,anddidnotpresswhenIturnedeitherdown.Theoldergroup,however,hadasong-and-dancecenteredonbaijiu,andtointerruptthisshowwouldbetoderailthebusinesstransaction.而我遇到的情况却显示，1980年前和
6、1980年后出生的人对此存在明显的分歧。尽管老一代人显然喜欢在聚会上用传统的白酒助兴，可是年轻的客户却害怕提议喝点白酒。年轻人会很快拿出啤酒和香烟，如果我对这两样都拒绝的话，他们也不会坚持。然而，上年纪的人会大肆宣传白酒的好处，如果打断他们的表演，可能会搞砸这次商业交易。MostwhohavelivedinChinahaveparticipatedin“thebaijiushow”morethanonce.Pictureagroupofmiddle-agedpeopleseatedaroundacirculartable,pleasantr
7、iesunderscoredbyabubblinghotpotandpunctuatedbytheclinkingofcups.Whensomeoneofferstocheersyou,youshoveyourchairbackandjumptoyourfeet,graspingyourownporcelainteacupofbaijiuwithbothhandstoshow“reqing”(passionatefriendliness).Tohavereqingistohaveculture,andtheofferingofbaijiuo
8、pensthefloodgatetoanightofreqing.Businesstalkmayormaynotcomeup,andthedealissuccessfullycl
