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为什么可乐这么多年都不涨价 – 译学馆
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为什么可乐这么多年都不涨价

Why The Price Of Coca-Cola Didn't Change For 70 Years | Planet Money | NPR

Coca-Cola: crisp, refreshing
可口可乐:清爽 提神
And just to be clear, not an NPR corporate sponsor.
还有事先说明 不是我们NPR公司的赞助商
We swear, they didn’t pay us.
我们发誓 他们没有付我们钱
It’s also a bizarre economics aberration.
这也是一个奇异的经济怪象
From 1886 to the 1950s —
从1886年到1950年
through continued industrialization,
经历了持续的工业化
several wars involving the U.S.,
几场涉及到美国的战争
and prohibition — a Coca-Cola cost 5 cents,
以及禁酒时期 一瓶可口可乐依然花费5美分
and frankly, that is really weird.
老实说 这真的很奇怪
Ask and any economics expert and they’ll tell you,
询问任何一个经济学专家 他们都会告诉你
Prices usually change over time.
价格通常会随着时间改变
So how did Coke keep their price the same for so long?
那可口可乐是怎样让价格在这么长时间里保持不变的呢?
Well, it has to do with two lawyers from Chattanooga.
这和两位来自查塔努加市的律师有关
In 1899, those lawyers pay a visit
1899年 有两位律师拜访了
to the president of Coca-Cola, a guy named Asa Candler.
可口可乐的董事长 阿萨·坎德勒
And they tell him,
他们告诉他
“We’re interested in this new thing.”
“我们对一件新东西很有兴趣”
“Selling drinks in bottles.”
“用瓶装销售可乐”
They want to buy the bottling rights.
他们想购买可乐的瓶装销售权​
The way the story goes is Candler just said,
而故事是这样发展的 阿萨·坎德勒说:
“You’re out of your mind, it’s not going to work.
“你们疯了吧 这肯定行不通
Coke is a soda fountain business.”
可乐只有在冷饮柜台才能卖的动”
And they said,”Well, look, you know.
他们说:“好吧 是这样
Give us the rights anyway.”
不管怎样把授权给我们吧”
And so he said,”Yeah, OK,
然后他说:“好的
I’ll sell you the syrup at, 90 cents a gallon.”
那我卖你们90美分一加仑糖浆“
In agreeing to do that, Candler did something that companies never do.
同意这样做之后 坎德勒做了其他公司从未做的事
He agreed to sell his product, the syrup,
他同意像瓶装销售商出售他的产品 也就是可乐糖浆
to bottlers for a fixed price forever.
以一个固定的价格出售 永久的
The contract had no end date.
这份合同没有结束日期
Then this was about to be a problem
这对可口可乐公司将是个问题
for the Coca-Cola company because now any increase in
因为从现在开始 街角商店里的
price down at the corner store, that doesn’t help them.
商品价格的上涨将无法影响可口可乐公司的收入
The profit goes to the bottlers and the retailers.
而利润会是瓶装公司和零售商的
In fact, if they raise the price, it hurts Coke.
事实上 如果他们提高价格 这会危及可口可乐公司
If Coke goes up to a dime,
如果可乐上升到10美分一瓶
fewer people are going to buy Coke,
买可乐的人会变得更少
and Coke sells less syrup.
那可口可乐公司卖的糖浆就更少
So if you’re Coca-Cola,
所以如果你是可口可乐公司
you want somehow to keep the price down at 5 cents.
你一定会想尽办法让价格控制在5美分的
What do you do?
那你会怎么做呢?
Well, one thing you do is
有件你可以做的事
you blanket the entire country with ads for 5-cent Coke.
那就是让可乐只卖5美分的广告铺满全国
This was like, so clutch.
局势很严峻
Coca-Cola is taking control of pricing away from
可口可乐公司正在从瓶装公司
the bottlers and the corner stores and
和商店的手中夺走定价控制权
anyone selling a bottle of Coke for more than
让超过5美分价格销售可乐的人
5 cents was just going to look like a jerk.
看起来都是个混蛋
Coca-Cola was finally able to renegotiate their contract
1921年 可口可乐公司终于能与瓶装公司
with the bottlers in 1921,
重新协商他们的合同了
and they might have changed the price then, but they couldn’t.
他们那时本可以改变价格 但事实上却无法做到
They were trapped.
因为公司被5美分给挟持了
Coca-Cola said early on,”A Coke costs a nickel.”
可口可乐早期宣传 “一瓶可乐5美分”
It put it on billboards and ads and
并把这句话张贴在公告牌上 广告上
painted it on buildings, and people got used to it.
画在建筑物上 人们也习惯了这样
It felt like a promise.
听上去这是个承诺
In a way, all prices kind of feel like a promise.
某种程度上来讲 所有的价格都像一种承诺
Once we see a price on something we have this feeling
一旦我们看到一个东西的价格
that it’s some innate property of the thing.
会觉得这是这个东西固有的价值
That it shouldn’t change.
不该发生改变
And so the ads that Coke had run so prominently ended up trapping them.
因此 可口可乐公司大力宣传的广告最终坑了自己
The thing that finally undid the nickel Coke was inflation.
而最终通货膨胀终结了5美分可乐
The price of ingredients started to go up.
原料的价格开始上涨
But to this day,
但是直到今天
people feel very strongly about a fixed price for Coke.
可乐的定价仍然让人觉得非常稳定
Back in 1999, the CEO suggested charging more
在1999年 可口可乐的CEO曾建议
for vending machine Coke on hot days
在夏天对自动售货机里的可乐涨价
and was met with widespread outrage.
但遭到了大众的反对
Whether it’s a nickel or a dollar,
不管是5美分还是1美元
people have a way of getting used to their prices.
人们都已经习惯了它的价格

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视频解释了为什么可乐的价格没有随着时间而改变

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视频来源

https://www.youtube.com/watch?v=Bcz0BJGEVUY

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