2003年元月,声名赫赫的王麻子剪刀厂向法院提出了破产申请。人们怎么也想不到,这家本来持有“王麻子”金字招牌的厂子居然会落得如此地步!事隔不到一个月,又有一条消息跃入人们的视野,可口可乐在全球范围内更换了更有现代感的标志。 本来,两条消息似乎风牛马不相及,但仔细一想,这可口可乐不也是老字号么?这中外两个老字号如今的境遇对比颇有戏剧性。中国的老字号“王麻子”有着300多年的历史,曾经有过辉煌的业绩,但进入90年代后就逐渐走上下坡路, In January 2003, the famous Mashi scissors factory filed a bankruptcy application with the court. People couldn’t imagine how this factory, which originally had the “Maziko” gold signboard, would be so far! Less than a month later, another message jumped into people’s horizons. Coca-Cola changed globally. Modern sign. Originally, the two messages did not seem to match each other, but when they thought about it, was this Coca-Cola not the old name? The contrast between the two old and Chinese brands is quite dramatic. China’s long-established “Wang Mazi” has a history of more than 300 years and has had brilliant performances, but it gradually went downhill after entering the 1990s.