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1、 经济学家读译参考 Translated & Edited by Chen JilongTEXT 62Chinas pied piper马首是瞻（陈继龙 编译）（译注：pied piper原意为“吹笛手”，源自一则古老的故事，说的是一个人通过吹笛子将老鼠引入河中淹死，从而清除了德国一座小镇上的所有老鼠。可后来他由于没有得到任何报酬，就再次吹起笛子把镇上所有的小孩都带走了。后来人们用“pied piper”比喻“有很多追随者、受到人们喜爱或崇拜的人”。）Sep 21st 2006From The Economist print editionON A rainy weekend this mon
2、th 10,000 businessmen, hobby traders and “netheads” gathered in Hangzhou, a pretty Chinese city near Shanghai, to talk about e-commerce. Most went to meet and s_ tips with other online traders. All came to the “Alifest” to sit at the feet of Jack Ma, a pixie1-sized, boyish 42-year-old who is the fou
3、nder of Alibaba, an e-commerce firm, and is regarded as the godfather of the internet in China. In a country where businessmen are viewed with suspicion, his popularity is unusual. （1）When he was invited recently to speak in Beijings Great Hall of the People, Mr Ma needed six bodyguards to escape a
4、mob2 of online traders waiting outside to give him a hug.9月的一个周末，天下着雨，一万名商人、业余生意人和“网络老手”聚集在上海附近的美丽的中国城市杭州，谈起了电子商务。过去他们大多数人都是在网上与其他商人互相交流经验，而这次他们都来参加“阿里巴巴盛宴”，拜会马云。马云身材瘦小，42岁，看上去像一个男孩，他是阿里巴巴电子商务公司的创始人，被认为是中国互联网的“教父”。在一个人们都对商人心存疑虑的国度，他能受到广泛欢迎，非同寻常。最近他应邀赴北京人民大会堂演讲时，为了避开在外等候与他拥抱的众多网络生意人，他不得不找来了6个贴身护卫。Mr
5、Mas rock-star status reflects how he has enabled thousands of his countrymen to become their own bosses, build businesses and make money. Alibaba has become the worlds largest online business-to-business (B2B) marketplace, Asias most popular online auction site and, as a result of its a_ of Yahoo! C
6、hina, the 12th most popular website in the world. That combination makes Alibaba one of the few credible challengers to the global online elite of Google, eBay, Yahoo! and Amazon. 从马云的巨星地位可以看出，他是如何使得数以千计的中国人成为老板，从而能够经营自己的生意并挣到钱的。阿里巴巴已经成为世界最大的B2B交易场所、亚洲访问人次最多的在线拍卖站点，而且在并购雅虎中国之后成为访问人次位居世界第十二位的网站。这一并购也
7、使得阿里巴巴成为Google、eBay以及Amazon等全球网络精锐公司为数不多的几个值得信任的对手之一。Alibaba is far from being just a Chinese knock-off3 of these American giants. Indeed, they have borrowed ideas from him. “Jack is not just a Chinese v_, but a global one. Western companies are taking pages from the Alibaba book,” says Bob Peck, an
8、 analyst at Bear Stearns. At Alibabas heart sit two B2B websites ( and ), one a marketplace for firms from across the world to trade in English, the other a domestic Chinese service. Rival e-commerce outfits, such as Americas Ariba and Commerce One, sought to cut multinationals procurement4 costs. （
9、2）In contrast, Alibabas intention was to build markets for Chinas vast number of small and medium-sized enterprises, which make everything from cufflinks5 to motorcycles, by allowing them to trade with each other and linking them to global supply chains. Today, traders in America buy from Alibaba an
10、d resell on eBay.阿里巴巴绝非仅仅是这些美国顶尖公司在中国的一个“仿制品”。实际上，这些公司还曾借鉴过马云的经营理念。Bear Sterns的分析家鲍勃佩克说：“马云不仅在中国是一个有着远见卓识的人，在全球同样也是。西方公司正在向阿里巴巴学习。”阿里巴巴的核心部分是两个B2B网站（和），一个是供全世界的公司用英语进行交易的场所，另一个则服务于中国国内。诸如美国Ariba和Commerce One公司这样的电子商务竞争者已经试图削减跨国采购成本，而阿里巴巴的目标却是通过让包括生产衬衫链扣、摩托车在内的绝大多数中国中小型企业进行贸易往来，并把它们与全球连锁供应商连到一起，从而为其打
11、造市场。今天，美国的商人开始从阿里巴巴那里采购，然后拿到eBay上转售。Mr Ma has also led the charge into online communities and social networking, both now booming areas. In 2003 he added a consumer auction site, Taobao, that allowed instant-messaginga feature later added to his business sites. In contrast with eBays relative anonym
12、ity, Taobao lets buyers and sellers get chummy6 through messaging and voicemail, and by posting photographs and personal details on the site. Turning e-commerce into a community of “friends” has been critical in a country beset by a lack of trust. And with 70% of Chinas web users aged under 30, Taob
13、aos informal, blog-like format struck a chord7attracting more than 20m users. Many have now gone professional, buying goods w_ on Alibaba and reselling them on Taobao. （3）The story goes that, shortly after visiting Alibabas offices and seeing Taobao, Meg Whitman, eBays boss, bought Skype, an interne
14、t-telephony start-up, for its instant-messaging.马云还是第一个把收费服务引入网络社区和社交网络的人，如今这两个领域发展速度都非常快。2003年，他增建了一个消费者拍卖站点即淘宝网，实现了即时通讯功能。这一功能后来也被他加入了他的贸易网站。同eBay匿名交易不同的是，淘宝网通过即时通讯和语音邮件，以及在站点上张贴照片和个人详细资料，使得买卖双方建立了亲密的关系。在一个深受诚信不足困扰的国家，将电子商务变成一个遍布“朋友”的社区已然成为关键之举。而且，对于7030岁以下的中国网络用户而言，淘宝网不拘一格的博客式风格让他们都怦然心动已经吸引了超过2千万
15、的用户。许多人现在都已经逐渐走向职业化，他们从阿里巴巴批发商品，然后再到淘宝网上转售。据报道，eBay老总梅格惠特曼在访问阿里巴巴办公室并了解淘宝网后不久，就收购了新兴网络电话公司Skype，原因就在于它具有即时通讯功能。Alibaba has also outflanked8 the opposition in online payments. Aware that most Chinese do not have credit cards, Mr Ma introduced AliPay, a system that keeps cash in escrow9 until goods ar
16、rive. That trick for getting round settlement risk was later adopted in China by eBay. （3）Chinas powerful banking regulator has a hawkish eye on AliPay, which is, in effect, an online bank with thousands of credit histories (something mainland banks crave). Taobaos success has been startling. Its market
