“康师傅”、“统一冰红茶”、“罗莎蛋糕”……台湾人在大陆所开创的一些品牌,我们都能耳熟能详,至少在很短的时间内,无法轻易地挥之而去。在武汉,一个包子只需5角人民币,但罗莎的核桃蛋糕每个要卖3块五毛钱,每天仍门庭若市,成为奇迹。店主告诉我们说,罗莎从成立之初就以要做全中国最好的蛋糕为目标,惟有此,才能立足大陆。台商是我们周围一个庞大而特殊的群体,他们在商业操作上的成功,在很大程度上,应该得益于这个群体的一些共有特征,以及这种特征衍生出来的商业智慧。美国知名财经杂志《商业周刊》,曾在一篇名为《第三波台湾商人进军上海》的文章中,谈到这样的一个观点——“新”。台湾人的最大特征是,不再自怜于历史捉弄所带来的悲情与委屈。他们的共同分母来自于教育普及所带来的自信。正在逐渐摆脱“移民与流民”中蕴藏的狠、自私、机会主义的性格;代之而起的是要讲求一个民族得以绵延的“信”与“义”。他们也正在由内向外地将岛屿性格提升为海洋性格,已释出了排他性,吸收了族群融合的包容性。他们跳出了悲情的旧框框,看清了发展的舞台——不在过去,而在未来。他们拥有新观念、新态度、新做法以及新视野。他们不一定参与政治,但关心本土的公众事务:不一定有高所得,但富有理想色彩。记者也曾接触过几个台湾商人,留下深刻印象,在整个交往的过程中,有意识或者无意识中,你不得不感叹这一群落的赚钱法则和思维状态。 “Master Kong”, “Unified Ice Tea”, “Rosace Cake” ... We are familiar with some of the brands Taiwanese pioneered in mainland China. At least in a very short period of time, we cannot easily wave Go away. In Wuhan, a steamed stuffed bun only costs RMB 5, but Rosa’s walnut cakes each sell for three pieces of five cents, which is still miraculous every day. The owner told us that since the very beginning of the establishment of Rosa, she had been aiming to be the best cake in all of China. Only by this can we base itself on the mainland. Taiwanese businessmen are a large and special group around us. Their success in commercial operations should, to a large extent, benefit from the common characteristics of this group and the commercial wisdom derived from this feature. The well-known American financial magazine “Business Weekly” once referred to such an idea - “new” in an article entitled “The Third Wave of Taiwanese Businessmen Entering Shanghai”. The greatest feature of the Taiwanese is that they no longer self-pity themselves with the tragedy and grievances brought about by historical tricks. Their common denominator comes from the self-confidence brought about by the popularity of education. Gradually we are getting rid of the embarrassing, selfish, and opportunistic nature of ”immigrants and migrants”; instead, we must emphasize the “belief” and ”meaning” of a nation’s extension. They are also upgrading the island’s character into an ocean character from inside to outside, and they have released their exclusivity and absorbed the inclusiveness of ethnic integration. They jumped out of the sad old frame and saw the stage of development—not in the past but in the future. They have new ideas, new attitudes, new practices and new horizons. They do not necessarily participate in politics, but they care about local public affairs: they do not necessarily have high income, but they are full of ideals. The reporter had also contacted several Taiwanese businessmen and was impressed. During the whole process of communication, consciously or unconsciously, you had to lament the money-making rules and the state of mind of this community.