Paul Kemp-Robertson: Bitcoin. Sweat. Tide. Meet the future of branded currency.

107,234 views ・ 2013-07-25

TED


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翻译人员: Yingzhe Li 校对人员: Jing Peng
00:12
So if I was to ask you
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如果我问你
00:15
what the connection between
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一瓶汰渍洗涤剂和汗水
00:16
a bottle of Tide detergent and sweat was,
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之间有什么联系
00:19
you'd probably think that's the easiest question
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你可能觉得这是本周在爱丁堡期间
00:21
that you're going to be asked in Edinburgh all week.
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遇到的最简单的问题.
00:24
But if I was to say that they're both examples
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如果我说这两个例子
00:26
of alternative or new forms of currency
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在这个紧密联系,高度依赖数据的全球经济中
00:30
in a hyperconnected, data-driven global economy,
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都属于一种新型货币,
00:33
you'd probably think I was a little bit bonkers.
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你大概觉得我脑子不太正常.
00:37
But trust me, I work in advertising.
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但请相信我,我可是个做广告的
00:39
(Laughter)
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(笑声)
00:41
And I am going to tell you the answer,
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我将会告诉你们答案,
00:43
but obviously after this short break.
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但我们先谈点别的.
00:46
So a more challenging question is one
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有一个更难回答的问题
00:48
that I was asked, actually, by one of our writers
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是几星期前公司的文案问我的
00:50
a couple of weeks ago, and I didn't know the answer:
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我当时没答上来:
00:52
What's the world's best performing currency?
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全世界表现最好的货币是什么?
答案其实是比特币.
00:55
It's actually Bitcoin.
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00:56
Now, for those of you who may not be familiar,
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也许你们有人对它不熟悉.
比特币是一种隐匿的、虚拟的、人造的货币
00:59
Bitcoin is a crypto-currency, a virtual currency, synthetic currency.
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01:02
It was founded in 2008 by this anonymous programmer
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它诞生于 2008 年
01:06
using a pseudonym Satoshi Nakamoto.
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是由一个化名中本聪的程序员提出的,
01:09
No one knows who or what he is.
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没人知道他的真实身份.
01:11
He's almost like the Banksy of the Internet.
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他就像因特网界的 Banksy(英国匿名街头画家)
01:13
And I'm probably not going to do it proper service here,
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也许我的解释并不到位
01:17
but my interpretation of how it works is that
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但我是这样理解比特币的:
比特币通过计算机“挖矿”产生
01:19
Bitcoins are released through this process of mining.
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01:21
So there's a network of computers that are challenged
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一群电脑通过互联网
01:24
to solve a very complex mathematical problem
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竞相破解一个非常复杂的数学问题
01:26
and the person that manages to solve it first gets the Bitcoins.
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第一个找到答案的人就能拿到比特币
01:29
And the Bitcoins are released,
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新的比特币产生后
01:30
they're put into a public ledger called the Blockchain,
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会被放到一个叫“区块链”的总账
01:33
and then they float, so they become a currency,
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它们可以流通使用,成了一种货币
01:36
and completely decentralized, that's the sort of
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比特币最可怕也是最迷人之处
01:39
scary thing about this, which is why it's so popular.
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在于它是"无政府"的,
01:41
So it's not run by the authorities or the state.
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没有机构或者国家可以管理它
01:44
It's actually managed by the network.
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它通过网络节点进行集体管理
01:46
And the reason that it's proved very successful
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私人的,不记名,交易迅捷,低成本
01:48
is it's private, it's anonymous, it's fast, and it's cheap.
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这些特点让比特币变得非常成功.
01:52
And you do get to the point where there's some wild fluctuations with Bitcoin.
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当然,比特币也有弊端, 它的价格有时疯狂浮动.
01:55
So in one level it went from something like 13 dollars
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在四个月的时间里
01:58
to 266, literally in the space of four months,
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比特币兑美元的价格从13美元暴涨至266美元
02:01
and then crashed and lost half of its value in six hours.
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然后又在6小时里损失了一半的价值
现在比特币巿价
02:04
And it's currently around that kind of
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02:05
110 dollar mark in value.
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差不多在110美元左右.
02:08
But what it does show is that it's sort of gaining ground,
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但很明显,比特币的影响力在变大,
02:11
it's gaining respectability.
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越来越多的人承认它
02:12
You get services, like Reddit and Wordpress
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包括 Reddit 和 Wordpress 在内的一些服务商
02:14
are actually accepting Bitcoin as a payment currency now.
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现在已经接受比特币作为付款方式.
02:17
And that's showing you that people
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从中可以看出
02:19
are actually placing trust in technology,
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人们信任这种科技
02:22
and it's started to trump and disrupt
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而一些传统货币机构
02:24
and interrogate traditional institutions
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则感到了来自比特币的威胁
02:26
and how we think about currencies and money.
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从而使我们逐步改变对货币和金钱的看法.
02:29
And that's not surprising, if you think about
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只要想想欧盟那个烂摊子,
02:31
the basket case that is the E.U.
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这就一点也不让人惊讶.
02:32
I think there was a Gallup survey out recently
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盖洛普最近做了个调查
02:35
that said something like, in America,
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在美国,人们对于银行的信任度达到史上最低值
02:37
trust in banks is at an all-time low, it's something like 21 percent.
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只有21%的人信任银行.
02:40
And you can see here some photographs from London
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再来看看这些来自伦敦的照片,
02:42
where Barclays sponsored the city bike scheme,
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这是由伯克莱银行赞助的公共自行车项目,
02:44
and some activists have done some nice piece
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一些抗议者以这种
02:46
of guerrilla marketing here and doctored the slogans.
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很棒的游击式营销方式篡改了活动标语.
02:49
"Sub-prime pedaling." "Barclays takes you for a ride."
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“次级踏(暗示次贷危机)" “巴克莱带着你团团转(被人利用了)"
02:52
These are the more polite ones I could share with you today.
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这些算是比较客气的, 可以拿来和你们分享.
02:56
But you get the gist, so people have really started
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但是意思已经够明白了
人们对金融机构开始失去信心
02:59
to sort of lose faith in institutions.
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03:01
There's a P.R. company called Edelman,
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有个叫爱德曼的公关公司
03:03
they do this very interesting survey every year
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每年都会围绕信任度和人们的想法
03:05
precisely around trust and what people are thinking.
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作一个有趣的调查.
03:09
And this is a global survey, so these numbers are global.
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调查是全球性的,这些数据也反映了全球的情况
03:11
And what's interesting is that you can see that
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有意思的是 你可以看出
等级制度有点摇摇欲坠了
03:14
hierarchy is having a bit of a wobble,
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03:16
and it's all about heterarchical now,
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未来是属于扁平合作式结构的
03:18
so people trust people like themselves more
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也就是说人们更愿意相信他们自己,
03:21
than they trust corporations and governments.
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而非企业或是政府.
03:24
And if you look at these figures for the more developed markets
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在英国、德国等发达国家
03:26
like U.K., Germany, and so on, they're actually much lower.
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信任度就更低了.
03:29
And I find that sort of scary.
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想起来有点吓人
03:30
People are actually trusting businesspeople
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比起政府和领导人
人们居然更相信商人
03:32
more than they're trusting governments and leaders.
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03:35
So what's starting to happen, if you think about money,
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而这对于货币有什么影响呢
03:38
if you sort of boil money down to an essence,
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归结货币的本质,
03:40
it is literally just an expression of value, an agreed value.
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其实它是一种价值的表达形式,一种约定的价值.
03:45
So what's happening now, in the digital age,
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在当下的数字时代,
我们拥有很多方式去量化价值
03:47
is that we can quantify value in lots of different ways
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03:49
and do it more easily,
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其中有一些很简单
03:51
and sometimes the way that we quantify those values,
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有时候 当我们需要量化价值时
03:54
it makes it much easier
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最简单的方式
03:56
to create new forms and valid forms of currency.
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是创造一种新的、靠谱的货币
04:00
In that context, you can see that networks like Bitcoin
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从这个角度看
04:03
suddenly start to make a bit more sense.
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我们就能更好地理解比特币
04:07
So if you think we're starting to question
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如果顺着这个思路走
04:10
and disrupt and interrogate what money means,
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继续质疑货币的意义、与人类的关系,
04:12
what our relationship with it is, what defines money,
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是什么因素定义了货币,
04:15
then the ultimate extension of that is,
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那最终必然导致这样一个问题:
04:19
is there a reason for the government to be in charge
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政府是否有理由
04:21
of money anymore?
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继续掌管货币.
04:23
So obviously I'm looking at this through a marketing prism,
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显然我是用市场营销的眼光看待这个问题
从品牌角度说
04:26
so from a brand perspective,
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04:27
brands literally stand or fall on their reputations.
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品牌的生存依靠口碑
04:31
And if you think about it, reputation has now become a currency.
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仔细想想,口碑也是一种货币
04:33
You know, reputations are built on trust,
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口碑基于信任,
04:35
consistency, transparency.
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持久,信息公开.
04:38
So if you've actually decided that you trust a brand,
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如果你信任一个品牌
04:41
you want a relationship, you want to engage with the brand,
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想要与之建立长久的关系
04:43
you're already kind of participating in lots of new forms
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那么你已经在无意间
04:46
of currency.
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使用了很多新型货币了
04:48
So you think about loyalty.
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说到品牌忠诚度
04:50
Loyalty essentially is a micro-economy.
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忠诚度事实上就是一个微观经济.
04:52
You think about rewards schemes, air miles.
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我们都知道激励计划、里程兑换等等
04:55
The Economist said a few years ago that
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《经济学人》几年前有一篇报道说
04:57
there are actually more unredeemed air miles in the world
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全世界没有兑换的里程数
05:01
than there are dollar bills in circulation.
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比流通的美元数额还多
05:04
You know, when you are standing in line in Starbucks,
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当你在星巴克排队等候时
05:07
30 percent of transactions in Starbucks on any one day
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星巴克一天的交易额中
05:10
are actually being made with Starbucks Star points.
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有30%是通过积分卡进行的.
05:13
So that's a sort of Starbucks currency
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所以在星巴克的生态系统里
05:14
staying within its ecosystem.
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星享卡积分就是一种货币
05:16
And what I find interesting is that Amazon
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另外我还注意到
05:19
has recently launched Amazon coins.
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亚马逊最近推出了亚马逊币
05:22
So admittedly it's a currency at the moment that's purely for the Kindle.
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这显然是一种货币 当然暂时只能在Kindle上使用
05:25
So you can buy apps and make purchases within those apps,
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你可以用它购买应用或是进行应用内购买
05:28
but you think about Amazon,
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亚马逊的这个例子
05:30
you look at the trust barometer that I showed you
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正说明了我刚才讲的
05:32
where people are starting to trust businesses,
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人们开始信任企业
05:35
especially businesses that they believe in and trust
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特别是那些
他们觉得比政府更靠谱的企业
05:38
more than governments.
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05:39
So suddenly, you start thinking,
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顺着这个思路往下想
05:41
well Amazon potentially could push this.
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亚马逊的潜力有多大呢
05:42
It could become a natural extension,
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如果把它的服务延伸出去
05:44
that as well as buying stuff --
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不限制在Kindle上
而是可以用亚马逊币
05:46
take it out of the Kindle -- you could buy books, music,
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05:48
real-life products, appliances and goods and so on.
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买书、买碟、家电和生活有关的一切商品
05:53
And suddenly you're getting Amazon, as a brand,
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那么亚马逊作为一个品牌
05:55
is going head to head with the Federal Reserve
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它的竞争对手就是美联储了
05:57
in terms of how you want to spend your money,
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这关系到你决定如何花钱
05:59
what money is, what constitutes money.
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以及金钱的定义和组成
06:01
And I'll get you back to Tide, the detergent now,
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现在我们回到一开始
06:05
as I promised.
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汰渍洗涤剂的例子
06:06
This is a fantastic article I came across in New York Magazine,
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这是我在《纽约杂志》读到的一篇很棒的文章
06:09
where it was saying that drug users across America
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文章提到美国各地的吸毒者
06:12
are actually purchasing drugs
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正在用一瓶瓶汰渍洗涤剂
06:14
with bottles of Tide detergent.
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来购买毒品
06:16
So they're going into convenience stores,
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他们跑到便利店
06:18
stealing Tide,
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去偷汰渍
06:20
and a $20 bottle of Tide
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一瓶20美元的汰渍
06:22
is equal to 10 dollars of crack cocaine or weed.
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可以买到价值10美元的可卡因或是大麻
06:27
And what they're saying, so some criminologists
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一些犯罪学家注意到了这个现象
06:29
have looked at this and they're saying, well, okay,
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他们的结论是什么呢
汰渍作为一个产品是溢价销售的
06:31
Tide as a product sells at a premium.
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06:33
It's 50 percent above the category average.
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它比同类产品要贵50%
06:35
It's infused with a very complex cocktail of chemicals,
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它包含了非常复杂的化学成分组合
06:39
so it smells very luxurious and very distinctive,
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闻起来气味芬芳又很特别,
06:41
and, being a Procter and Gamble brand,
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并且作为宝洁旗下的品牌
06:43
it's been supported by a lot of mass media advertising.
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它的广告曝光率非常高
06:47
So what they're saying is that drug users are consumers too,
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那些吸毒的人也是消费者
06:49
so they have this in their neural pathways.
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他们已经形成了这个思路
06:51
When they spot Tide, there's a shortcut.
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一看到汰渍就有条件反射
06:53
They say, that is trust. I trust that. That's quality.
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觉得这是个值得信任的产品,有品质保证
06:56
So it becomes this unit of currency,
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所以它成为了一种货币
06:59
which the New York Magazine described
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《纽约杂志》称之为一种古怪的犯罪潮
07:01
as a very oddly loyal crime wave, brand-loyal crime wave,
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一股具有品牌忠诚度的犯罪潮
07:04
and criminals are actually calling Tide "liquid gold."
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事实上犯罪分子还把汰渍称作“液体黄金”
07:07
Now, what I thought was funny was the reaction
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宝洁对此是如何回应的呢
也很有意思
07:10
from the P&G spokesperson.
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07:11
They said, obviously tried to dissociate themselves from drugs,
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宝洁显然不想和毒品扯上关系
它们认为这件事说明了一点
07:14
but said, "It reminds me of one thing
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07:16
and that's the value of the brand has stayed consistent." (Laughter)
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就是汰渍的品牌价值很稳定(笑)
07:20
Which backs up my point and shows he didn't even
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这证明了我之前的观点
07:22
break a sweat when he said that.
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也看得出发言人表态时滴汗未出
07:24
So that brings me back to the connection with sweat.
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下面就来说说汗渍
07:27
In Mexico, Nike has run a campaign recently
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耐克最近在墨西哥发起了一个宣传活动
07:29
called, literally, Bid Your Sweat.
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叫“用你的汗水出价”
07:31
So you think about,
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原理是这样的
07:32
these Nike shoes have got sensors in them,
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这些耐克鞋里装有感应器
07:34
or you're using a Nike FuelBand
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或者你戴了耐克的运动腕带
它就能检测你的移动
07:36
that basically tracks your movement, your energy,
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07:38
your calorie consumption.
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能量的变化和卡路里的消耗
07:40
And what's happening here, this is where you've actually
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实际上你是主动加入了耐克的社区
07:42
elected to join that Nike community. You've bought into it.
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你相信它了
07:45
They're not advertising loud messages at you,
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而不是说耐克的宣传力度有多大
07:47
and that's where advertising has started to shift now
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现如今的广告更多地是在宣传
07:49
is into things like services, tools and applications.
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某种服务、工具和应用
07:52
So Nike is literally acting as a well-being partner,
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耐克扮演的角色
07:55
a health and fitness partner and service provider.
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是一个健康助手、健身伙伴、服务提供者
07:58
So what happens with this is they're saying, "Right,
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这个活动是这样的
08:00
you have a data dashboard. We know how far you've run,
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显示屏上有你跑步的距离
08:02
how far you've moved, what your calorie intake, all that sort of stuff.
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卡路里消耗等等数据
08:05
What you can do is, the more you run, the more points you get,
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你跑的越多得到的点数就越多
08:08
and we have an auction where you can buy Nike stuff
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你就可以以这些点数去购买耐克的产品
08:11
but only by proving that you've actually used the product to do stuff."
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也就是说只有当你确实使用了耐克的产品
08:15
And you can't come into this. This is purely
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才能参加这个活动
08:17
for the community that are sweating
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买家局限在耐克的使用群体
08:19
using Nike products. You can't buy stuff with pesos.
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你不能拿钱来买里面的产品
08:21
This is literally a closed environment, a closed auction space.
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相当于一个封闭的环境 封闭的拍卖场所
08:26
In Africa, you know, airtime has become
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下一个例子来自非洲
08:30
literally a currency in its own right.
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在那里 通话时间已经变成了一种货币.
08:32
People are used to, because mobile is king,
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因为手机的重要性
08:34
they're very, very used to transferring money,
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那里的人已经非常习惯于
08:37
making payments via mobile.
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通过手机进行转账或者支付
08:39
And one of my favorite examples from a brand perspective
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我很喜欢的一个品牌例子
08:41
going on is Vodafone, where, in Egypt,
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来自沃达丰
08:43
lots of people make purchases in markets
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在埃及 人们在市场
08:46
and very small independent stores.
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或是小商店购物的时候
08:48
Loose change, small change is a real problem,
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找零钱是件很麻烦的事
08:50
and what tends to happen is you buy a bunch of stuff,
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所以一般情况下
假设你买了一堆东西
08:53
you're due, say,
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算下来有10美分20美分的找零
08:54
10 cents, 20 cents in change.
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08:56
The shopkeepers tend to give you things like an onion
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店主就会给你一个洋葱
08:58
or an aspirin, or a piece of gum,
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一粒阿司匹林或者一片口香糖
09:00
because they don't have small change.
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因为他们找不开零钱
09:02
So when Vodafone came in and saw this problem,
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沃达丰发现了这个现象
09:04
this consumer pain point, they created
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这种消费者的“痛点”
09:05
some small change which they call Fakka,
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于是它们发明了一种叫 Fakka 的零钱
09:07
which literally sits and is given
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方便店主可以
09:09
by the shopkeepers to people,
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用来支付给顾客
09:11
and it's credit that goes straight onto their mobile phone.
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Fakka 里的金额可以直接充值到手机里
09:14
So this currency becomes credit, which again,
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所以这种零钱就变成了信用
09:16
is really, really interesting.
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这是个非常有趣的例子
09:18
And we did a survey that backs up the fact that,
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我们作过的一个调查显示
09:20
you know, 45 percent of people
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在美国 25-34岁这个很重要的年龄阶层里
09:22
in this very crucial demographic in the U.S.
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有45%的人
09:25
were saying that they're comfortable using
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表示他们愿意使用
09:27
an independent or branded currency.
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某种独立货币或是品牌货币
09:30
So that's getting really interesting here,
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所以事情变的很有趣
有一种很有趣的趋势
09:32
a really interesting dynamic going on.
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09:34
And you think, corporations
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你会觉得 企业应该将品牌货币视作自己的资产
09:35
should start taking their assets and thinking of them
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从全新的角度看待它们
09:38
in a different way and trading them.
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把它们投入交易进行流通
09:40
And you think, is it much of a leap?
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这听上去是个巨大的飞跃
09:43
It seems farfetched, but when you think about it,
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感觉遥不可及 但是要知道
09:46
in America in 1860,
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在1860 年的时候,
09:49
there were 1,600 corporations issuing banknotes.
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美国大约有 1600 家企业发行纸币
09:53
There were 8,000 kinds of notes in America.
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全美有 8000 种纸币在流通
09:56
And the only thing that stopped that,
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之所以这个局面没有继续
09:57
the government controlled four percent of the supply,
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政府只控制 4% 货币供给的这个局面
10:00
and the only thing that stopped it
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之所以没有继续
是因为内战爆发了
10:02
was the Civil War breaking out,
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10:03
and the government suddenly wanted to take control of the money.
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突然间政府想要控制货币的发行流通
10:06
So government, money, war, nothing changes there, then.
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政府、货币、战争,这些元素都没有变
10:10
So what I'm going to ask is, basically,
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所以我想提出的问题是
10:13
is history repeating itself?
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历史是否在重演
10:15
Is technology making paper money feel outmoded?
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纸质货币会不会被高科技所淘汰
10:19
Are we decoupling money from the government?
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货币是否会和政府脱钩
10:21
You know, you think about, brands are starting to fill the gaps.
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细想一下 品牌和企业正在填补
10:24
Corporations are filling gaps that governments can't afford to fill.
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那些政府填补不了的空隙
10:28
So I think, you know, will we be standing on stage
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我想也许明年
10:30
buying a coffee -- organic, fair trade coffee -- next year
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我们能在台上用 TED 币买一杯咖啡
10:34
using TED florins or TED shillings?
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一杯公平贸易有机咖啡
10:37
Thank you very much.
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非常感谢
10:39
(Applause)
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(掌声)
10:41
Thank you. (Applause)
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谢谢(掌声)
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