美国彭博社 9 月 16 日文章，原题：世界开始讨厌你最喜欢的品牌了吗？ 1990年，麦当劳在莫斯科开业 了，很多人排队数小时，只为尝到第一口"巨无霸"，感受美国文化。对于美国品牌如何受益于美国软实 力并促进美国软实力在全球的传播，这可能是最好的例子。正如经济学家安德鲁·罗斯所说："赢得了民 心，也就赢得了销售。"然而，随着美国政府近年放弃赢取民心的策略，转而采取施压和经济胁迫的手 段，世界其他地区对美国所销售的产品——无论是美国品牌还是它们所代表的价值观——兴趣已大大降 低。 美国企业界应该担心的是，这不仅仅是一场抵制运动。抵制运动往往会失败，很少产生重大影响。欧洲 央行的经济学家预测，这可能是"长期结构性转变"，美国品牌将失宠。他们的研究发现，欧洲消费者购 买非美国产品的动机更多是出于偏好，而不是价格，这意味着这是一个情感决定，而不是经济决定。 美国产品也有可能失去对其他全球品牌的吸引力，这些品牌的原产国已经认识到软实力的重要性。美国 在品牌金融咨询公司发布的《2025年全球软实力指数》中仍然排名第一，但该咨询公司称，随着美国的 全球声誉受到打击，美国的得分停滞不前。与此同时，中国攀升至第二位，达到有史以 ...

Core Viewpoint - McDonald's is experiencing a "crisis of trust" in the Chinese market, facing challenges from rapid expansion and increasing consumer complaints about hygiene issues in its stores [2][10]. Expansion and Market Position - McDonald's is expanding rapidly in China, adding nearly 1,000 stores annually, with a goal to exceed 10,000 stores by 2028 [2][12]. - Despite this growth, McDonald's faces intense competition from KFC, which has nearly double the number of stores in China, and local brands like Huai Lai Si and Ta Si Ting that are gaining market share through lower pricing strategies [12][10]. Hygiene and Consumer Complaints - There have been numerous consumer complaints regarding the cleanliness of McDonald's stores, with reports of dirty tables and restrooms, leading to dissatisfaction with the dining experience [4][5]. - A former employee indicated that the issues stem from management problems, particularly insufficient staffing to maintain cleanliness during peak hours [9][5]. Financial Performance - In 2024, McDonald's reported global revenue of $25.92 billion, a 2% increase, but net profit decreased by 3% to $8.22 billion, indicating a challenge of increasing revenue without corresponding profit growth [10]. - The international franchising department, which includes China, showed a decline in same-store sales, highlighting operational challenges in this key market [10][12]. Pricing Strategy - McDonald's has been frequently adjusting prices in response to rising costs, with recent increases in breakfast and meal prices by 0.5 yuan, which, while seemingly small, can accumulate significantly for regular customers [12][13]. - The company has raised prices on various menu items over the past few years, attributing these adjustments to increases in raw materials, labor, and logistics costs [13][12]. Future Challenges - The future development of McDonald's in China is fraught with challenges, including addressing hygiene issues, improving performance, and responding to competitive pressures [13][14]. - The company must balance maintaining global standards while innovating to meet evolving consumer demands and expectations [14].