The rags-to-riches billionaire who created the Red Bull energy drink and spawned a whole industry of similar caffeine-laced pick-me-ups died in his 80s in his home country, Thailand.
泰国白手起家的亿万富翁许书标（Chaleo Yoovidhya）日前在泰国去世，享年八十多岁。他一手创造了红牛（Red Bull）功能饮料，并孕育了内加咖啡因的提神饮料产业。
Chaleo Yoovidhya was born in Thailand's Pichit province to a Chinese father and Thai mother who sold fruit and traded to make a living. By the time he died, though, Mr. Chaleo was the third-richest man in the country and ranked the world's 205th wealthiest man on this year's Forbes magazine list, with a net worth of around $5 billion.
许书标出生在泰国的披集府，父亲是华人，母亲是泰国人，他父母靠卖水果和做小生意谋生。而到许书标去世时，他已是泰国的第三大富豪，在《福布斯》（Forbes）杂志今年的全球富豪榜上，他排名第205位，财富净值约为50亿美元。
Scientifically minded, Mr. Chaleo formed a small firm, T.C. Pharmaceuticals, in the 1960s and began tinkering with a formula for an energy-boosting drink. Around a decade later, he came up with his recipe for Krathing Daeng, or Red Bull in English. Pepped up with generous servings of caffeine, vitamins, sucrose and other energy-boosting ingredients, the drink was a hit among the truck drivers and construction workers who helped propel Thailand's rapid economic boom of the 1970s and '80s.
有科学头脑的许书标在上世纪60年代成立了一家名为T.C. Pharmaceuticals的小公司，开始不断完善一种体能提升饮料的配方。大约10年之后，他开发出了红牛饮料的配方。这种饮料含有咖啡因、维生素、蔗糖和许多其他提神原料，喝下后能让人精力充沛，一经问世便受到卡车司机和建筑工人的热烈欢迎，这类人群上世纪70和80年代助推了泰国经济的迅速繁荣。
The Bangkok-based Nation newspaper recently interviewed one of Mr. Chaleo's sons, Saravudh, about his reclusive father's success -- and how he turned the usual business model in Thailand on its head. Instead of focusing on Bangkok, the capital, Mr. Saravudh recalled how Mr. Chaleo instead 'pushed into the provincial market first, gaining a foothold by distributing free samples to truck drivers.'
曼谷报纸《国家报》（Nation）最近采访了许书标的儿子Saravudh，访谈的主要内容是深居简出的许书标的成功故事，以及他如何从根本上改变了泰国的常规商业模式。Saravudh回忆说，许书标当年一反泰国商界的常规做法，一开始并没有将销售重点放在曼谷，而是先进军省级市场，通过向卡车司机们免费分发样品而取得了市场立足点。
'I never heard words like 'difficult' or 'impossible' from my father. He dedicated his life to his work and never complained when he was tired,' Mr. Saravudh said.
Saravudh说，他从来没有从父亲口中听到"困难"或"不可能"这类字眼，父亲一心扑在工作上，疲惫时从未抱怨过。
It wasn't until Mr. Chaleo met Austrian entrepreneur Dietrich Mateschitz that the rest of the world would hear of his concoction, though.
不过，直到许书标遇到奥地利企业家梅特舒兹（Dietrich Mateschitz），世界其他国家的人才得以听说许书标开发的这种饮料。
A toothpaste salesman, Mr. Mateschitz stumbled across Red Bull as a handy cure for jet lag during his frequent business trips to Thailand.
当时还是牙膏推销员的梅特舒兹经常到泰国出差，他偶然发现红牛很容易解除时差带来的疲劳。
The two men then joined forces to market the drink internationally in the 1980s, each owning 49% of a new firm, Red Bull GmbH.
在上世纪80年代，许书标和梅特舒兹两人携手将这一饮料推广到国际市场。两人各自拥有新成立的红牛公司(Red Bull GmbH)49%的股权。
Mr. Mateschitz changed the recipeslightly to appeal to a Western market, and then set about finding novel ways to market the drink. One initial tactic was to convince students to tool about in fashionable Mini and Beetle cars with a large, blue-and-silver Red Bull can attached to the top. Mr. Mateschitz also threw various parties with unusual themes to develop word-of-mouth buzz about the drink.
为了迎合西方市场的口味，梅特舒兹略微改变了红牛饮料的配方，并着手制定新的营销方法来推广这一产品。其最初使用的营销策略包括说服学生开着时髦的Mini或甲壳虫汽车闲逛，车顶上竖着一个巨大的蓝色和银色相间的红牛饮料罐。梅特舒兹还为不同群体设计了多种不寻常的营销主题，以便达到口口相传的效果。
Mr. Mateschitz set out to associate the Red Bull brand with a new generation of extreme sports such as motocross and snowboarding. The company also sponsored a contest for people who wanted to build their own flying machines and then attempt to launch them down a ramp and out over a lake, before going on to sponsor a Red Bull team on the Formula 1 motor-racing circuit and the U.S.-based soccer team, the New York Red Bulls.
梅特舒兹还想办法将红牛品牌和摩托车越野赛以及滑雪等新一代极限运动联系起来。在赞助一级方程式赛车红牛车队和美国英式足球队──纽约红牛队(New York Red Bulls)之前，该公司还赞助过一个人造飞行器大赛，参赛者沿坡道向下加速起飞并越过一个湖面。
Mr. Chaleo, though, preferred to keep a lower profile than the showman-like Mr. Mateschitz. From time to time he would sit on health committees in Thailand and advise top politicians, but was careful to keep out of the media gaze.
和梅特舒兹这样爱出风头的人相比，许书标则刻意低调。他曾多次担任泰国卫生健康委员会的委员，并给政界高层人士提供建议，但他却小心地避开了媒体的关注。
According to The Nation article with his son, Mr. Saravudh, Mr. Chaleo hadn't given an interview or made a public appearance in 30 years. State-run broadcaster MCOT said he died in Bangkok on Saturday due to natural causes. His date of birth couldn't be confirmed.
据《国家报》对其儿子Saravudh的采访，30年来许书标不曾接受过媒体的一次采访，也从未公开露面。泰国国有电视台泰国大众传播机构(MCOT)说，许书标上周六在曼谷自然去世，他的出生日期无法确认。
James Hookway
- energy [´enədʒi]
n.活力，精力；能力 (初中英语单词) - province [´prɔvins] n.省；领域；范围 (初中英语单词)
- generous [´dʒenərəs] a.慷慨的；丰盛的 (初中英语单词)
- construction [kən´strʌkʃən] n.建设；修建；结构 (初中英语单词)
- frequent [´fri:kwənt] a.常见的，频繁的 (初中英语单词)
- slightly [´slaitli] ad.轻微地；细长的 (初中英语单词)
- western [´westən] a.西的；西方的 (初中英语单词)
- convince [kən´vins] vt.使确信；使认识错误 (初中英语单词)
- unusual [ʌn´ju:ʒuəl] a.不平常的；异常的 (初中英语单词)
- associate [ə´səuʃieit] v.联合a.同伴的n.伙伴 (初中英语单词)
- generation [,dʒenə´reiʃən] n.发生；世代；同龄人 (初中英语单词)
- extreme [ik´stri:m] a.尽头的 n.极端 (初中英语单词)
- contest [kən´test, ´kɔntest] v.争辩 n.争夺；竞赛 (初中英语单词)
- circuit [´sə:kit] n.环行 v.(绕....)环行 (初中英语单词)
- advise [əd´vaiz] vt.忠告；建议；通知 (初中英语单词)
- interview [´intəvju:] n.&vt.接见；会见；交谈 (初中英语单词)
- formula [´fɔ:mjulə] n.公式；配方；原则 (高中英语单词)
- decade [´dekeid] n.十年(间) (高中英语单词)
- recipe [´resipi] n.食谱；决窍；处方 (高中英语单词)
- salesman [´seilzmən] n.店员；推销员 (高中英语单词)
- appeal [ə´pi:l] vi.&n.请求；呼吁；上诉 (高中英语单词)
- finding [´faindiŋ] n.发现物；判断；结果 (高中英语单词)
- initial [i´niʃəl] a.最初的 n.首字母 (高中英语单词)
- fashionable [´fæʃənəbəl] a.流行的，时髦的 (高中英语单词)
- beetle [´bi:tl] n.甲虫 vi.忙碌地来回 (高中英语单词)
- launch [lɔ:ntʃ] vt.发动 n.发射；汽艇 (高中英语单词)
- provincial [prə´vinʃəl] a.省的 n.外省人 (英语四级单词)
- minded [´maindid] a.有...心的 (英语六级单词)
- propel [prə´pel] vt.推进；推动 (英语六级单词)
- foothold [´futhəuld] n.立足点；据点 (英语六级单词)
- entrepreneur [,ɔntrəprə´nə:] n.企业家，创业者 (英语六级单词)
- toothpaste [´tu:θpeist] n.牙膏 (英语六级单词)
- sponsor [´spɔnsə] n.&vt.发起(人) (英语六级单词)
- profile [´prəufail] n.侧面 vt.画...侧面 (英语六级单词)
京公网安备 11011202003401号
