‘The end of an era’: Ikea, Russia’s middle class and the new cold war | “一个时代的终结”:宜家、俄罗斯的中产阶级和新冷战 - manbetx20客户端下载
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【高端限免】‘The end of an era’: Ikea, Russia’s middle class and the new cold war
“一个时代的终结”:宜家、俄罗斯的中产阶级和新冷战

The exodus of western brands could fuel opposition to Vladimir Putin or simply deepen nationalist anger at the west | 西方品牌的出走可能会助长对普京的反对,或者只是加深民族主义对西方的愤怒。

Svetlana Shapovaliants vividly remembers visiting the first Ikea store in Russia, shortly after it opened in 2000.
斯维特拉娜·沙波瓦利安茨(Svetlana Shapovaliants)清楚地记得,2000年宜家(Ikea)在俄罗斯的第一家商店开业后不久,她就去逛了。
At the time, she and her husband were in their twenties and living in a “terrible” apartment on Ryazanskiy Prospekt in Moscow. She spent Rbs4,000 — “something like a third of my salary” — on a bunch of items including “some awful blue plates” that she still has.
当时,她和丈夫正值二十多岁,住在莫斯科梁赞斯基(Ryazanskiy Prospekt)的一个“破烂”的公寓。她花了4000卢比--“大约是我工资的三分之一”--买了一堆东西,包括她现在还保留着的“一些难看的蓝色盘子”。
Later, when the couple were able to buy their own house, they filled it completely with Ikea furniture in what she describes as a “Moscow-Paris-New York design”.
后来,当这对夫妇能够买到自己的房子时,他们用宜家的家具把房子填满了,她把这种设计称为“莫斯科-巴黎-纽约的设计”。
“People would come round and say ‘wow!’” she recalls.
她回忆说:“人们来到这里,会说'哇!'。”
Now a 47-year-old therapist and business coach still living in Moscow, she returned to Ikea last week. This time it was to say goodbye.
如今,她是一名47岁的治疗师和商业教练,仍住在莫斯科。上周,她再次来到宜家。这一次是说再见。
When the Swedish company announced that it was shutting down its stores in Russia in response to the invasion of Ukraine, she and her husband jumped in their car. On arrival, they found an Ikea employee with a loudspeaker telling a large crowd that the store was already closed. A young couple walked past carrying some plants.
当这家瑞典公司宣布,作为对乌克兰入侵的回应,它将关闭在俄罗斯的门店时,她和她的丈夫跳上了他们的车。到达时,他们发现一名宜家员工用扩音器告诉一大群人宜家已经关门了。一对年轻夫妇扛着一些植物走过。
“We were laughing so as not to descend into depression,” she says. “We understood that we were witnessing an epoch-defining event. And we have no idea what it will be like, going forward.”
她说:“为了不陷入抑郁,我们大笑了起来。我们知道,我们正在见证一个划时代的事件。我们不知道未来会是什么样子。”
Just as the 30,000 people who queued outside the first McDonald’s in Pushkin Square in 1990 symbolised the start of something new in Russia at the end of the cold war, she says, the huge crowds that made one final trip to Ikea’s stores last week “mark the end of an era”.
她说,正如1990年在普希金广场第一家麦当劳门外排队的3万人象征着冷战结束时俄罗斯新事物的开始一样,上周最后一次去宜家商店的庞大人群“标志着一个时代的结束”。
For the past three decades, multinational companies have played an outsized role in Russian society, bringing a slice of the good life to a middle class that had grown up with the drabness of the Soviet era.
在过去的30年里,跨国公司在俄罗斯社会中发挥了巨大的作用,为在苏联时代单调乏味中成长起来的中产阶级带来了一小部分美好生活。
Yet over the past two weeks, since President Vladimir Putin launched an invasion of Ukraine, there has been a dramatic exodus of those same foreign companies as 30 years of economic and business links between Russia and the west are being severed. According to Yale School of Management, more than 300 companies have announced their withdrawal from Russia in protest — even if some, such as Ikea, have for now only suspended operations.
然而,过去两周,自俄罗斯总统弗拉基米尔•普京(Vladimir Putin)入侵乌克兰以来,随着俄罗斯与西方之间长达30年的manbetx20客户端下载 和商业联系被切断,这批外国公司几乎在一夜之间撤离。据耶鲁大学管理学院(Yale School of Management)称,已有300多家公司宣布退出俄罗斯以示抗议——尽管宜家(Ikea)等一些公司目前只是暂停了运营。
Access to foreign consumer goods — and the lifestyles that they embody — has been an important part of the political compact between the government and middle-class Russians since the end of the cold war.
自冷战结束以来,获得外国消费品——以及它们所代表的生活方式——一直是政府与俄罗斯中产阶级之间政治契约的重要组成部分。
The question is whether the departure of the western companies will fuel opposition to the Putin regime and the war, or simply deepen nationalist anger at the west.
问题在于,西方企业的撤离,是会加剧人们对普京政权和俄罗斯战争的反对,还是只会加深民族主义者对西方的愤怒。
For the western governments looking for non-military means to counter Russia, they hope the psychological impact of the closures will increase the pressure that is building on Putin. While the Russian president sometimes talks about Ukraine in terms of restoring lands that were controlled from Moscow during the Soviet era, the west’s response has been to try and recreate the economic and cultural isolation of the cold war years.
对于寻求非军事手段对抗俄罗斯的西方政府来说,他们希望关闭跨国企业的心理影响将增加对普京的压力。尽管普京有时在谈到乌克兰时提到要恢复苏联时期由莫斯科控制的土地,但西方的回应一直是试图重建冷战时期的manbetx20客户端下载 和文化孤立。
Sergei Guriev, a Russian economist now at Sciences Po Paris, says it is not just the middle class that will suffer: the poor will be hurt even more, from rising food prices and sharply higher costs for imported medicines.
目前在巴黎政治学院工作的俄罗斯manbetx20客户端下载 学家谢尔盖•古里耶夫(Sergei Guriev)表示,受影响的不仅仅是中产阶级:由于食品价格上涨和进口药品价格大幅上涨,穷人受到的伤害更大。
The events of the past fortnight can make it feel as if “modernity is exiting,” he says. “On my last trip to Moscow, I thought how nice and sophisticated everything was”, he adds. Some of that is now being “destroyed.”
他说,过去两周发生的事件让人感觉好像“现代化正在退出”。“上次去莫斯科时,我觉得一切都很好,很精致。”他补充道,其中一些现在正在被“摧毁”。

Clean and modern

清洁和现代

Almost every Russian of a certain age remembers their first contact with the new foreign brands that started appearing in the late 1980s. Before McDonald’s opened, there were few restaurants and many cafés were dark and dingy. Russians did not just queue up for the Big Macs — they were enthralled by the brightness, efficiency and wide choice on the menu.
几乎每个到了一定年龄的俄罗斯人都记得他们第一次接触外国品牌是在上世纪80年代末。在麦当劳开业之前,餐馆很少,许多咖啡馆都是黑暗和喧闹的。俄罗斯人不只是为巨无霸排队--他们被菜单上的亮度、效率和广泛选择所吸引。
Ikea has been a central player in that cultural transformation. For more than two decades, the Swedish chain has been a huge success in Russia not just because of its easy-to-assemble flat-pack furniture, but because it offered an accessible entry into a new way of living for the middle class.
宜家一直是这种文化转型的核心参与者。二十多年来,这家瑞典连锁店在俄罗斯取得了巨大的成功,不仅因为其易于组装的扁平包装家具,还因为它为中产阶级提供了一种容易进入的新生活方式。
As well as opening 17 stores around the country, including in Siberia, the company is also one of the biggest operators of the shopping malls that have sprung up in the suburbs of Russia’s main cities. Driving along new, wide highways in their foreign brand cars, middle-class Russians flocked to its 14 Mega malls, all of which have an Ikea as the anchor tenant. (While the Ikea stores have closed, the malls will remain open.)
除了在包括西伯利亚在内的全国各地开设17家门店外,该公司还是俄罗斯主要城市郊区涌现出的购物中心的最大运营商之一。俄罗斯中产阶级开着他们的外国品牌汽车沿着宽阔的新高速公路行驶,蜂拥至宜家旗下的14家大型购物中心,这些购物中心都以宜家为主要租户。(虽然宜家门店已经关闭,但购物中心将继续营业。)
In the 2000s, Russians started to use the phrase evroremont, or “Euro-renovation”, to describe the rite of passage around revamping a Soviet-era apartment, often by installing a new bathroom and kitchen from Ikea. On real estate websites, Russians will sometimes advertise a rental property as an “Ikea apartment” — code for clean and modern.
本世纪初,俄罗斯人开始使用“欧式装修”一词来描述翻修前苏联时代公寓的仪式,通常是安装一个来自宜家的新浴室和厨房。在房地产网站上,俄罗斯人有时会用“宜家公寓”(Ikea apartment)来宣传一套出租房,意思是干净、现代。
“Ikea first and foremost is a way of life . . . When it appeared here, this was tied up with the idea that Russia could have a middle class,” says sociologist Alexander Filippov, who adds that half the furniture in his home is from the store.
“宜家首先是一种生活方式……当它出现在这里时,人们认为俄罗斯可能会有一个中产阶级,”社会学家亚历山大•菲利波夫(Alexander Filippov)说。他补充说,他家里一半的家具都是从这家商店买来的。
Purchasing consumer goods and appliances in stores such as Ikea was an important change for people who had been used to flea markets, where the origins of goods were often unknown.
对于那些习惯跳蚤市场的人来说,在宜家这样的商店购买消费品和电器是一个重要的改变,因为跳蚤市场的商品来源往往是未知的。
“Now, you had this door open to a totally new world,” he says. “Suddenly, everything was available. In the same store you could buy an affordable bookshelf, a rug, a mattress.”
“现在,这扇门打开了,通向一个全新的世界,”他说。“突然间,所有的东西都有了。在同一家商店里,你可以买到一个负担得起的书架、地毯和床垫。”

Nationalist backlash

民族主义反弹

The boom in stores such as Ikea in the 2000s had a much wider political resonance. In his first two terms as president, from 2000 to 2008, Putin offered Russians an implicit bargain. There would be less of the freewheeling democracy of the Yeltsin years in the 1990s, as the political system became more tightly controlled by the new leader. But in return, he offered a sharp rise in living standards, including the ability to pursue a western form of consumerism.
本世纪头十年,宜家等商店的繁荣产生了广泛得多的政治共鸣。在2000年至2008年的前两届总统任期中,普京向俄罗斯人提出了一项心照不宣的交易。20世纪90年代叶利钦时代那种随心所欲的民主将会减少,因为新领导人会更加严格地控制政治体系。但作为回报,他提供了生活水平的大幅提高,包括追求西方形式的消费主义的能力。
Ikea’s iconic status among part of the middle class was boosted when it launched a public campaign against corruption in Russian life. In 2009, it announced that it was halting new investment in the country because of the pervasive bribes that it was asked to pay.
宜家在部分中产阶级中的标志性地位因其发起反对俄罗斯生活中的腐败的公开运动而得到提升。2009年,它宣布停止在该国的新投资,因为它被要求支付的贿赂无处不在。
The company began to buy its own generators so that officials would not be able to threaten power cuts if bribes went unpaid. A year later the company sacked two senior executives — one of whom was close to founder Ingvar Kamprad — who had allegedly turned a blind eye to bribes being paid to secure power for a store in St Petersburg.
该公司开始购买自己的发电机,以便在贿赂未付的情况下,官员无法威胁断电。一年后,该公司解雇了两名高级管理人员--其中一人与创始人英格瓦·坎普拉德(Ingvar Kamprad)关系密切--据称他们对为确保圣彼得堡一家商店的供电而进行的贿赂视而不见。
An employee adds pepperoni topping to a pizza ahead of cooking inside a Dodo Pizza restaurant

Russian fast-food chain Dodo Pizza is a homegrown challenger to western brands

Elena Chernyshova/Bloomberg
A masked customer carries a tray of food in a Teremok fast-food outlet

Teremok, another local fast-food outlet, offers ultra-cheap Russian-style pancakes

Gavriil Grigorov/TASS/Reuters
An employee adds pepperoni topping to a pizza ahead of cooking inside a Dodo Pizza restaurant俄罗斯快餐连锁店Dodo Pizza是西方品牌的本土挑战者
A masked customer carries a tray of food in a Teremok fast-food outlet当地另一家快餐店Teremok提供超廉价的俄式煎饼
“I really respect Ikea’s story,” says Shapovaliants. “How Ingvar kicked out his best friend . . . in a corruption case. That’s a famous tale.”
“我真的很尊重宜家的故事,”沙波瓦利安茨说。“英格瓦如何在一起腐败案件中踢走他最好的朋友......。那是一个著名的故事”。
However, over the past decade Putin’s legitimacy has rested much less on rising living standards, as the economy has stagnated, and much more on nationalism and standing up to the west. In the process, the political and cultural importance of western consumer goods has diminished. The annexation of Crimea in 2014, which led to a round of sanctions on Russia’s economy, was popular with many Russians.
然而,在过去十年中,由于manbetx20客户端下载 停滞不前,普京的合法性已不再依赖于生活水平的提高,而更多地依赖于民族主义和对西方的抵制。在这一过程中,西方消费品的政治和文化重要性已经降低了。2014年对克里米亚的吞并,导致了对俄罗斯manbetx20客户端下载 的一轮制裁,受到许多俄罗斯人的欢迎。
Not only has some of the novelty value worn off, but there are plenty of Russian brands that can now compete with multinationals, offering similar products or experiences.
不仅一些新奇的价值已经消失,而且现在有很多俄罗斯品牌可以与跨国公司竞争,提供类似的产品或体验。
With 847 restaurants, McDonald’s was the leading fast-food chain before it announced its own suspension of operations, but it faces homegrown challengers such as Dodo Pizza, and Teremok, an ultra-cheap chain offering Russian-style pancakes. Several Chinese fast-food brands have become popular in recent years. Ikea also now has domestic rivals such as Hoff.
麦当劳拥有847家餐厅,在宣布暂停运营之前是领先的快餐连锁店,但它面临着本土的挑战者,如Dodo Pizza和Teremok,一个提供俄罗斯风格煎饼的超廉价连锁店。近年来,一些manbetx3.0 快餐品牌已经开始流行。宜家现在也有霍夫(Hoff)等国内对手。
The initial response of the regime has been to try and mobilise a nationalist backlash against the foreign brands. On Thursday, Putin said Russia would find “legal solutions” to seize assets based in the country from international companies that have decided to close their operations.
俄罗斯政权最初的反应是试图动员民族主义的力量来反对外国品牌。周四,普京表示,俄罗斯将找到“法律解决方案”,扣押决定关闭业务的国际公司在该国的资产。
“Is there a reason why all these Pizza Huts and Ikeas and so on aren’t nationalised already?” Russia Today editor Margarita Simonyan wrote on Telegram on Tuesday. “Their shops, warehouses and quick-service cafés are on our land, our people work there — so what’s the problem?”
“为什么所有这些必胜客(Pizza hut)和宜家(ikea)等店还没有被收归国有?”《今日俄罗斯》编辑玛格丽塔·西蒙尼安周二在Telegram上写道。“他们的商店、仓库和快速服务咖啡厅都在我们的土地上,我们的员工在那里工作——所以这有什么问题?”
Speaking on Thursday, Moscow’s mayor Sergei Sobyanin said the government would provide Rbs500mn ($4mn) for preferential credits of Russian fast-food chains to help “to fill the niche which is being vacated by foreign chains”. McDonald’s network could be replaced by domestic businesses within the space of six months to a year, he said, “especially since the foodstuffs themselves are supplied by Russian suppliers”.
莫斯科市长谢尔盖•索比亚宁(Sergei Sobyanin)周四表示,政府将为俄罗斯快餐连锁店提供5亿卢布(合400万美元)的优惠信贷,以帮助“填补外国快餐连锁店正在流失的细分市场”。他表示,麦当劳的网络可能在6个月至1年的时间内被俄罗斯国内企业所取代,“尤其是考虑到食品本身是由俄罗斯供应商供应的”。
Filippov, the sociologist, says the closures could rally people behind the government. “I don’t think it will provoke some serious negativity towards the government,” he says. “We don’t know right now how much harder life is going to get, but I suspect that the harder it does get, the more basis there will be for people to identify with each other . . . ‘We’re all in one boat’.”
社会学家菲利波夫说,外国企业的关闭可能会使人们支持政府。他说:“我不认为这将激起对政府的一些严重的负面情绪,”他说,“我们现在还不知道生活会变得多么艰难,但我猜想,生活越艰难,人们就越有基础相互认同......。  '我们都在一条船上'。”
But he warns about the prospect of mass job losses. “The situation could become very highly strung . . . ” within society, he says.
但他对大规模失业的前景提出警告。他说,在社会中,“情况可能会变得非常紧张。”
Ultimately, the risk for Putin is less about the departure of western brands and more about a massive economic contraction that wipes out a generation of advances in living standards. The Institute of International Finance is predicting a 15 per cent slump in the Russian economy this year, taking real gross domestic product back to the levels of the early 2000s, just after Ikea first opened in the country.
归根结底,普京面临的风险与其说是西方品牌的流失,不如说是一场大规模的manbetx20客户端下载 收缩,它会抹去一代人在生活水平上取得的进步。国际金融研究所(Institute of International Finance)预计,俄罗斯manbetx20客户端下载 今年将下滑15%,使实际国内生产总值(GDP)回到本世纪初、宜家刚刚在该国开业时的水平。
A large crowd of Russians line up outside the first Ikea store to open in the country in 2000

Russians thronged the opening of the first Ikea store in Moscow in 2000

Eric Feferberg/AFP/Getty Images
A crowd of shoppers in Ikea on the store’s last day of operation in Russia last week

Ikea has been a central player in the cultural transformation of Russia over the past two decades

Reuters
A large crowd of Russians line up outside the first Ikea store to open in the country in 20002000年,莫斯科第一家宜家门店开业时,俄罗斯人蜂拥而至
A crowd of shoppers in Ikea on the store’s last day of operation in Russia last week宜家在过去二十年中一直是俄罗斯文化转型的核心参与者

Shapovaliants says she fears for the future of her counselling and training business, which she began eight years ago. “It had just started breathing, growing, and we thought, wow, it’s really going! And now I understand that I most likely have to say goodbye to that.”
沙波瓦利安茨说,她担心她的咨询和培训业务的未来,她在八年前开始了这项业务。“它刚刚开始呼吸,成长,我们认为,哇,它真的在发展!。而现在我明白,我很可能要和这个说再见了。”
As well as worrying about a return to the social instability and crime not seen since the financial crisis in the 1990s, she believes that an important part of urban life will not be the same. “Some brands will be easy to replace, but with Ikea, I’m afraid that won’t be possible,” she says. “It’s too cool, too ecological and ethical.”
除了担心社会不稳定和90年代金融危机以来未曾出现过的犯罪现象的回归,她认为城市生活的一个重要部分将不复存在。她说:“有些品牌会很容易被取代,但对于宜家,我担心这是不可能的。它太酷了,它对生态和道德的关注无与伦比。”
Additional reporting by Andrew Jack in London
安德鲁•杰克(Andrew Jack)伦敦补充报道
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