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茅臺偕美法國行:創新「MEI」的文化表達 佈陣國際化新「棋局」


This is an audio transcript of the FT News Briefing podcast episode: ‘#MeToo’s mark on industry’

Marc Filippino
Good morning from the Financial Times. Today is Tuesday, September 26th, and this is your FT News Briefing. It has been six years since the #MeToo movement began. Powerful men were held accountable after women began telling their stories of abuse, coercion and bullying in the workplace. Recently, several chief executives resigned after undisclosed relationships with colleagues were exposed. And Japan is trying to handle bombshell allegations in the entertainment industry.

Kana Inagaki
So in Japan, the #MeToo movement never really took off, and the various sexual harassment allegations that are being made are quite well-known. But there was never the kind of the reckoning that was seen overseas.

Marc Filippino
So on today’s show, we’ll look at whether we’re entering the next phase of the #MeToo movement. But first, an update on the worker strikes going on here in the States. I’m Marc Filippino, and here’s the news you need to start your day.

[MUSIC PLAYING]

Workers in the US are starting the week off with a bang. The Hollywood writers’ union and major studios said they reached a deal late on Sunday. The Writers Guild of America said it will stop picketing in Hollywood and New York. Meanwhile, President Joe Biden is expected to join the picket line with the United Auto Workers in the state of Michigan today. It’s a historic move for a sitting US president. Republican nominee frontrunner Donald Trump plans to hold a rally in the state tomorrow.

[MUSIC PLAYING]

Two CEOs resigned this month after failing to disclose personal relationships with co-workers. First, it was BP chief executive Bernard Looney. And then Cboe Global Markets head Edward Tilly followed in his footsteps. More and more CEOs are leaving for similar reasons. Half of the forced CEO departures at major US companies last year were because of personal misconduct. So is this the next phase of the #MeToo movement? Here to discuss is the FT’s Brooke Masters. In addition to being the FT’s US financial editor, she writes a business column. Hey, Brooke.

Brooke Masters
Hey, Marc.

Marc Filippino
So what does the nature of these departures tell you about expectations of CEOs and the tolerance for sexual misconduct right now?

Brooke Masters
I think we are seeing that companies are genuinely taking seriously a lot of the new policies many of them put in place in the beginning of the #MeToo movement. If you remember in 2018-ish, there were a lot of revelations that were really horrifying, you know, where people had been, you know, forcing themselves on employees or they’d been having, you know, non-consensual relationships. And as part of that, a number of companies tightened up their disclosure rules, if nothing else. Most companies tended to do things like if you are having a relationship with a co-worker, particularly someone who reports to you in some way, you need to disclose it to the company. And what we are now seeing appears to be CEOs who fall afoul of that part of it, that they were not complete in their disclosures.

Marc Filippino
So it sounds like it’s less about the relationships themselves and more about not following through on the promises that they’ve made to the company.

Brooke Masters
We think so. I mean, the truth is nobody really knows what happened at BP or at least nobody has publicly made clear what happened. And similarly, Cboe has not said what exactly happened. In Looney’s case, the company specifically said that they were upset because 18 months ago there was a complaint about his relationships. They did an investigation and at that time he told the company he had told them everything they needed to know. So when they got a new complaint that included details of things he had not told them, they were like, we’re done. That’s lying.

Marc Filippino
How would you describe where companies are at with instances of misconduct right now?

Brooke Masters
It feels to me like companies are adjusting to the new reality. And it’s been a couple of years, we’re back from Covid, so we’re back in person. And so that probably creates its own temptations. And I do think there is a bit of a reckoning where companies are having to come to terms with the new rules they established and how they play out in principle. I do believe that we will probably see more of this.

Marc Filippino
Brooke Masters is the FT’s US financial editor. She also writes a business column for the FT. Thanks, Brooke.

Brooke Masters
Thanks, Marc.

[MUSIC PLAYING]

Marc Filippino
Japan is also at a crossroads with its #MeToo movement. A sexual abuse scandal has shaken up the country’s entertainment industry. At the centre of it is Johnny Kitagawa. He’s the founder of a talent agency that pioneered the Asian boy band industry. The agency called Johnny & Associates was phenomenally successful. But there was a dark side.

Kauan Okamoto via interpreter
This kind of thing, not just sexual abuse, but other problems. That’s been happening because the media have turned a blind eye.

Marc Filippino
That’s the voice of former Japanese pop idol Kauan Okamoto speaking to France 24 earlier this year about the abuse he says he suffered at the hands of Johnny Kitagawa.

Kauan Okamoto via interpreter
People use their power to crush the dreams of aspiring talent, unless they go through that kind of experience. That’s a really bad thing.

Marc Filippino
Kitagawa died in 2019. He was accused of systematically abusing the boys in his talent agency for decades, at least 100 of them. The agency said it will pay financial compensation to the alleged victims.

Kana Inagaki
Johnny & Associates has very close ties with all of the media groups in Japan, mainly because it is such a prolific producer of these various celebrities.

Marc Filippino
The FT’s Tokyo bureau chief, Kana Inagaki, has been covering the issue.

Kana Inagaki
And so a lot of TV broadcasters depend on Johnny’s talents for TV dramas, variety shows. They really depended on having these celebrities appear in their shows.

Marc Filippino
Kana says Johnny and Associates is incredibly ingrained in Japanese culture.

Kana Inagaki
If you’re living in Japan, there isn’t really a day that goes by that you don’t see a TV advert that is using Johnny’s talents. So in that way, the link between the corporate sponsors and the talent agency is also one of the reasons why it took so long. And even now it is quite difficult for media companies in Japan to investigate the various allegations that surround its founder, Johnny Kitagawa.

Marc Filippino
It took a BBC documentary earlier this year to revive the allegations and this prompted Johnny & Associates to commission an investigation.

Kana Inagaki
The investigation was really quite damning and it was quite thorough as well. And so once those results came out, the corporate sponsors that had long depended on performers at Johnny’s for their TV advertisements had to basically cut off their ties. And so the talk now is that the agency cannot probably survive with the name Johnny’s because people will now associate that brand with the alleged sexual abuse by its founder.

Marc Filippino
Kana says the consequences that Johnny’s is facing could be an inflection point for a #MeToo movement that never really took off in the country.

Kana Inagaki
So in Japan, the various sexual harassment allegations that are being made in the entertainment industry are quite well-known. But there was never the kind of the reckoning that was seen overseas. And so this Johnny scandal is really kind of seen as the moment for Japan, where people are finally coming to terms with the, you know, various sexual harassment that seems to be quite rampant in this industry. But I think the one difference is that even though this is sort of the biggest moment for Japan, it’s still quite unclear whether this Johnny scandal is gonna lead to, like, the investigation of other allegations, because for now, a lot of the debate, the public and the social debate about the scandal is quite limited to Johnny’s and its founder. And so we’ll have to see how widespread this scandal becomes.

[MUSIC PLAYING]

Marc Filippino
Kana Inagaki is the FT’s Tokyo bureau chief.

[MUSIC PLAYING]

You can read more on all of these stories at FT.com for free when you click the links in our show notes. This has been your daily FT News Briefing. Make sure you check back tomorrow for the latest business news.

法國當地時間9月23日至9月26日,茅臺偕美世界行走進法國,4天時間密集開展19場活動。無論是法國市場調研,與歐洲管道商座談,還是拜訪保樂力加、路威酩軒等全球知名企業,茅臺集團黨委書記、董事長丁雄軍,黨委委員、副總經理王曉維都聽得認真、問得細緻,持續爲茅臺國際化尋計問策。
與此同時,茅臺全球品牌文化巡展、美饌之夜和「喜相逢·團緣夜」巴黎晚宴等活動也同期舉行,還發布了「走進·法國」和「文化·法國」兩個系列,舉辦了茅臺中法釀酒技藝交流會。豐富的形式,多樣的內容,茅臺不斷創新美酒美食美生活的文化表達,一盤圍繞「MEI」的茅臺國際化新「棋局」正在落子。
市場調研:聚焦「一國一策」建立四個陣地‍
從東京到巴黎,直飛需要13個小時。法國當地時間9月23日上午,茅臺偕美世界行主團抵達巴黎戴高樂機場後,隨即奔赴法國之行第一站,出席法國工商界午餐會,會見法國中國工商會、法國中資企業協會等工商界代表,在溝通交流中快速瞭解法國市場。
丁雄軍調研巴黎貿易公司
隨後,丁雄軍一行調研了茅臺巴黎貿易公司和拓展法國市場15年的經銷商法國嘉美公司。
阿爾根松路緊鄰奧斯曼大道,位於巴黎市中心最令遊客癡迷的第八區,與聖奧古斯丁教堂相距不過300米,凱旋門和巴黎歌劇院一左一右,都在步行範圍。今年10月下旬,巴黎貿易公司將在這條已被奢侈品店、精品酒店和品質餐廳環繞的街道開門營業,成爲貴州茅臺在海外主要城市探索建設直營終端並與經銷商加強協同的首個試點。
目前,巴黎貿易公司已拿到法國政府頒發的酒牌,自有辦公樓的商用改建也正緊鑼密鼓啓動中。丁雄軍要求巴黎貿易公司建成海外的產品陣地、文化陣地、服務陣地和整個茅臺集團國際化的前沿陣地,加快推進巴黎公司自營試點,為後方出臺各種政策提供好想法,也爲在歐洲主要城市建設終端門店、海外自營管道探索更多可行經驗。
歐洲管道商對話交流會現場
巴黎是茅臺全球市場戰略「1+2+N」中歐洲市場佈局的關鍵之地,在主題爲「偕美共迎新機遇,『棋』心共赴新未來」歐洲管道商對話交流會上,丁雄軍一行與來自歐洲各國的33位管道商代表齊聚一堂,共商茅臺國際化發展大計,共話美好未來。
管道商作分享交流
會上,廣大管道商結合自身實際,分享了各自在本地市場的佈局和「棋術」。聽取彙報後,丁雄軍感謝大家的堅守與付出,並對歐洲各國管道商在貫徹集團戰略和行銷方面的創新與努力表示肯定。
「我們這次海外之行,每到一地都會講國際化,就是給你們喫定心丸。」交流會上,丁雄軍對歐洲管道商們說,「大家首先要樹立信心,對於茅臺的國際化,我們既有明確的戰略方向,也有充分的保障能力。」
丁雄軍表示,未來茅臺的國際化要在產品、價格、管道、文化傳播上實現「一國一策」。在產品線上,要圍繞國際市場需求,以多樣化產品供給,滿足國際市場多元化、個性化消費需求。在價格策略上,一要遵循合理的定價規則;二要理順價格的運行機制,加強終端價格實時動態變化監測和管理。在管道上,丁雄軍希望各管道商能立足各國、各地區實際,針對性施策搞好管道建設。在文化上,他希望與管道商協力,講好茅臺國際化的文化故事,以文化賦能茅臺國際化發展。
「茅臺的國際化勢在必行,也勢在必得。」丁雄軍說。
文化爲媒:五大篇章串聯茅臺之「美」
當地時間9月25日,當法國著名藝術家菲利普·德·萊斯特朗恩子爵與丁雄軍用代表法國和茅臺的顏色——紅白藍,共同爲一瓶1950年代的茅臺酒瓶「添彩」,標誌着「乾杯巴黎:茅臺,一個東方品牌的美學記憶」2023茅臺全球品牌文化巡展之法國站正式亮相新華社·巴黎東方中心。
巴黎東方中心,比鄰香榭麗舍大道,距法國總統府約500米,茅臺悠遠歷史、工匠形象、工藝文明、浪漫美學透過藝術展陳的方式在這裏盡數呈現,開啓一場萬里結緣、美美與共的文化盛宴
菲利普·德·萊斯特朗恩子爵與丁雄軍爲茅臺酒瓶「添彩」
「美」是熔鑄在茅臺血液中的基因品格,「美」同樣是這場展覽的底色和元素。步入展覽現場,立式展櫃中放著一張120多年前法國攝影師在貴州鎮遠拍攝的照片,照片記錄了茅臺走向世界前的貴州與中國。一百多年前的人們想不到,如此偏僻的地方生產出的酒,會在一個多世紀後成爲全球最知名的烈性酒之一。
展覽現場
立式酒櫃內,一個由法國卡慕公司設計的茅臺酒瓶在燈光對映下璀璨生輝。與現場1950年代香港、澳門、曼谷等地華人聚焦區所張貼的手繪茅臺酒廣告相比,現代與古樸相映成趣。
展覽中,「艱難首步」「啓明時代」「經驗時代」「理性時代」「美的時代」五大篇章,生動講述了茅臺從貴州赤水河畔的小酒坊,成長爲營業收入千億級的大型現代企業的故事。
丁雄軍等參觀展覽
「這次展出的物件濃縮了茅臺品牌的成長和發展成果,背後有著豐富的文化內涵和文化故事。」丁雄軍說,茅臺不僅僅是一瓶酒,更是一種文化。
展覽中,不同時代的茅臺工匠形象逐一登場,串聯起茅臺在時代變遷中的珍貴情感記憶和茅臺的「美」。
而關於什麼是「美」,丁雄軍覺得在巴黎這個地方談特別有意義。丁雄軍表示,「美」這個字在英文或者法文當中找不到一個特別對應的單詞,並與嘉賓一起用中文念出了「美」。「美」的漢語拼音是「Mei」,既包含了具象的「beauty」,是物質的滿足,比如好的質量、綠色、形態、顏色、味覺等;也包含抽象的「aestheic」,是精神的富足,比如健康、快樂、成功、愉悅等。
「茅臺酒的『美』,是兩者兼具的;茅臺的價值觀,也正是『追求美』,looking forward to Mei,我們每個人都應該努力去追求自己嚮往的一切美好。」丁雄軍進一步闡釋了茅臺致力於釀造美酒、釀造美好生活、塑造世界一流企業和一流品牌的美好追求。
丁雄軍還和大家分享了茅臺的三個美。第一,美是產品,茅臺致力於釀造美酒。茅臺是一瓶美酒,它的美是多元的,是空間之美、時間之美、人物之美、文化之美、科學之美。第二,美是態度,茅臺致力於釀造美好生活。茅臺堅持爲世界釀造美好生活,踐行ESG理念,持續爲環境、社會、相關方創造價值,以實際行動彰顯茅臺美的態度。第三,美是哲學,茅臺致力於塑造世界一流企業和一流品牌。茅臺聚焦「打造國際一流企業,塑造世界一流品牌」願景,把美學作爲企業哲學,探索出了一條以茅臺美學爲價值內涵的「五線」高質量發展道路。在未來,茅臺將嚴格遵循茅臺美學之道,大力推動茅臺綠色化、數位化、國際化、市場化、法治化發展,加快建成產品卓越、品牌卓著、創新領先、治理現代的世界一流企業。
「走進·法國」和「文化·法國」系列
水孕育生命,酒融匯交流。中法兩國,一直是不同文明交流互鑑的典範。當晚,茅臺正式發佈了「走進·法國」和「文化·法國」兩個系列。
美酒美食:詮釋釀造美好的極致追求
當地時間9月25日晚,繼東京之後,又一場茅臺美饌之夜在巴黎盛大上演。包括法國前總統奧朗德在內的上百位中法各界嘉賓受邀與會,共品美酒佳餚,邂逅法國風情與東方神韻的獨特魅力。
奧朗德致辭
奧朗德表示,透過舉辦這樣的活動,能夠將中法更加緊密地聯繫在一起。法國的葡萄酒和其他酒類在中國非常受歡迎,也希望茅臺和其他中國酒類能夠更廣泛地被法國人接受。
法國旅遊發展署主席福爾認爲,餐桌能夠讓人們團聚,這既涉及美食和生活藝術,同時也涉及文化領域,讓人與人之間能更好地相互瞭解,因此這是一個很重要的活動。
丁雄軍致辭
美酒與美食,賦予著生活的多姿多彩。致辭中,丁雄軍也和大家分享了關於茅臺美酒、美食、美生活的感悟。一是美酒。我們充分順應天時,遵循崇本守道、天人合一的智慧理念,以中國傳統「二十四節氣」時序安排生產週期,所釀的美酒,既是人類智慧之結晶,也是自然天成之珍寶,是「天人共釀」之物。二是美酒+美食。茅臺立足美酒,構建了茅臺酒、醬香系列酒、保健酒、葡萄酒、藍莓酒等衆多美酒產品矩陣。同時創新拓展美食,推出了獨具中國風格和茅臺特色的茅臺宴及冰淇淋、咖啡、巧克力,進一步豐富消費者的茅臺美食選擇。三是從美酒、美食,到美生活,關鍵的邏輯在於人。作爲享譽世界的蒸餾酒品牌,茅臺始終堅持國際化發展道路,爲世界各國人民提供多樣化、品質化、個性化的美酒美食產品。在未來,茅臺將繼續堅持「釀造高品質生活」的企業使命,堅定國際化戰略,走進更多國家和地區,把茅臺美的產品和美的服務帶給更多的消費者,滿足人們對美好生活的嚮往和追求。
美饌之夜現場
晚宴的法國行政總廚介紹,當晚有兩道菜用了茅臺酒,包括海螺魚烹飪時採用的黃油醬等,將以往使用的白葡萄酒換成了茅臺酒,口感非常妙。
美酒美食的表達,在巴黎還有一段喜相逢的佳話。當地時間9月24日晚,一首由義大利著名作曲家賈古莫·普契尼根據童話劇改編的歌劇《圖蘭朵》中最著名的一段詠歎調《今夜無人入睡》在法國巴黎歌劇院深情傳唱,以天籟之聲拉開「喜相逢·團緣夜」巴黎晚宴的序幕。
茅臺1935是「喜」文化,寓意「喜相逢」;茅臺醇是「緣」文化,寓意「因緣而聚」。在中秋前夕,代表喜悅與團圓的美酒來到巴黎,與法國文化交融碰撞,讓更多海外友人認識和了解中國傳統文化的同時,也讓傳統文化得到更好傳承。
這一場別緻的浪漫晚宴,從形式到內容都足以感受到來自貴州茅臺的文化魅力。法國消費者SophieHoebek深有體會,他說,醬香加持的菜,味道很豐富,這場活動不僅嚐到了茅臺的美,也透過茅臺感受到了中國文化的無窮魅力。
「喜相逢·團緣夜」活動現場
在茅臺加速國際化戰略進程的「美時代」,此次「喜相逢·團緣夜」以當地著名文化地標爲載體,以文化晚宴形式拓展新圈層,以沉浸體驗加速海外消費者認知,讓茅臺「一盤棋」出海又有了新探索。茅臺1935與茅臺醇(天青)也爲這座城市,留下美的印記,深深觸動每一個異國的浪漫靈魂。
法國位於北緯30度到52度的世界葡萄酒帶之間,氣候、土壤等天然條件優越,葡萄種植歷史悠久、技術成熟,造就了香檳、阿爾薩斯、盧瓦爾河谷、波爾多等多個世界聞名的葡萄產區,創造了燦爛豐富的法國葡萄酒文化。
而茅臺也選擇在自然條件優越的河北省昌黎縣投資發展葡萄酒產業,這裏與法國波爾多同處北緯39°,同是釀酒葡萄黃金種植帶。於是,關於葡萄酒的美也在波爾多有了更多表達。
中法釀酒技藝交流會現場
當地時間9月26日,「釀造美好,共綻芬芳」茅臺中法釀酒技藝交流會在波爾多聖埃美隆鎮舉行。6位波爾多本地葡萄酒專家品鑑了茅臺紅葡萄酒(霞多麗乾白(莊園R3)、茅臺葡萄酒莊園R5赤霞珠、青鸞乾紅葡萄酒)。大家一致認爲,近年來中國紅酒品質越來越好,茅臺葡萄酒便是其中的優秀代表。
拜訪同行:加強溝通合作倡導理性飲酒
當地時間9月25日至26日,茅臺偕美法國行拜訪保樂力加集團董事長兼CEO李家祺,路威酩軒總裁兼CEO貝爾納·阿爾諾和酩悅軒尼詩全球總裁菲利普·肖斯,並走進波爾多葡萄酒產區。
丁雄軍在保樂力加參觀交流
保樂力加集團由法國兩家最大的酒類公司保樂公司(成立於1805年)和力加公司(成立於1932年)於1975年合併而成,是世界三大烈酒和葡萄酒集團之一。其產品組合覆蓋從高檔到奢華檔的品類,品牌包括絕對伏特加、力加、百齡壇、芝華士、皇家禮炮、格蘭威特、尊美醇、馬爹利等等。
「我喝過茅臺酒,很喜歡。」李家祺表示,茅臺在世界各地都已經成爲一個非常重要、非常有名的品牌。
當聽到李家祺介紹保樂力加的業務構成在歐洲、亞洲和美洲各佔三分之一,丁雄軍表示,茅臺的國際化比保樂力加要起步晚一些,我們目前出口到了64個國家和地區,我們的國際化還要向保樂力加學習。
一直以來,保樂力加倡導理性飲酒。李家祺希望茅臺能夠加入國際理性飲酒聯盟,「考慮到茅臺在國際市場的重要性和認知度,茅臺能加入這個聯盟是一個很重要的事情。」
「茅臺願意加入並積極倡導理性飲酒。」丁雄軍現場表示,這幾天在巴黎看到很多地方的消費場景在復甦,茅臺對於酒行業很有信心。他認爲,爲了人類的健康和美好,世界上知名酒企號召理性飲酒,是探討酒行業和企業的創新和可持續發展的有力嘗試。
路威酩軒是全球第一大奢侈品集團,旗下擁有數十個國際知名奢侈品品牌,在葡萄酒和烈酒領域擁有酩悅軒尼詩(MoëtHennessy)品牌,是首個市值超過5000億美元的歐洲上市公司。
茅臺與酩悅軒尼詩交流座談
在與菲利普·肖斯交流時,丁雄軍坦承,「目前我們在國際市場上的分量很少,軒尼詩很大的優勢是國際市場和管道,所以我們的合作是基於這種優勢的分析和互補。」
丁雄軍提出三點合作建議:第一,探索合作開發適合國際市場的新產品;第二,優勢互補聯合開拓國際市場;第三,共同擔負大企業的社會責任,積極倡導理性飲酒和可持續發展。
「我們需要把中國的白酒讓國際上的消費者認知並喝到。」丁雄軍說。
丁雄軍一行還前往波爾多市路威酩軒旗下的白馬酒莊,調研世界知名酒莊的釀造工藝和行銷策略。
丁雄軍在白馬酒莊參觀交流
白馬酒莊在聖埃美隆列級酒莊中,屬於一級酒莊A級(PremiersGrandsCrusClassesA),也是波爾多八大名莊之一。交流中,白馬酒莊負責人介紹了其釀造工藝。當得知白馬酒莊以當地葡萄爲原料,充分利用當地土壤、氣候調節開展釀酒作業,並積極追求最卓越的品質時,丁雄軍表示這與茅臺酒「天人共釀」和「質量是生命之魂」的理念不謀而合。
以酒爲媒,以美爲向,茅臺國際化道路在法國得到了生動的演繹。正如丁雄軍所說,茅臺偕美世界行詮釋了茅臺從一瓶白酒到一種飲酒文化、從一個硬產品到一種軟實力的美學基因和美學力量,助力茅臺不斷探索特色國際化路徑。
接下來,茅臺偕美世界行還將走進英國倫敦,「MEI」的文化表達與優雅莊重的英倫文化碰撞交融,又將擦出新的火花。
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