Special
Report: China
Fast food, Western colas highlight China growth
By THOMAS C. FOX
I was surprised to hear one of our
guides call Chairman Mao Zedong a dictator. The communist icons portrait
still hangs proudly over Tiananmen Square, and his body remains in state at the
squares Mao Mausoleum.
As China has moved away from communism as an economic development
strategy, beginning in the late 1970s, it has been forced to rethink its views
about Mao, the nationalist who ushered in communism and brought on the Cultural
Revolution, which led to the deaths of tens of millions.
He made some serious mistakes, one English-speaking
Chinese explained. Today the former Chinese leader is revered as a national
hero but a failed economist.
Historians may conclude that, in the post-Cold War era, the most
important man in China was Maos successor, Deng Xiaoping, who took over
China in 1979. Deng emphasized that China could learn from capitalism and moved
it out of communist ranks, in practice if not in name. His aim was to build a
market economy. China is still attempting the transition. The question Beijing
leaders now face is can they allow a free market while maintaining full control
of the political process.
By 1992 Chinas economy was growing at 13 percent annually,
faster than any other economy in the world. By 1997, it had fallen to a 9
percent growth rate. Much of the boom has been financed by foreign investment,
three-quarters of it by Chinese living abroad.
Ironically, for the moment China appears to be modeling itself
after its bitter enemy, Taiwan, which, in recent decades, developed
economically while repressing its people.
One young Chinese entrepreneur, defending Chinas dismal
human rights record, said his nation was on a course to greater freedom and
that political freedom would advance in the wake of economic freedom. But he
did not want it too fast, he said. The move to a free market and political
pluralism in Russia, he noted, was too fast. We dont want to make
the same mistakes the Russians did, he said.
The move toward a market economy has raised living standards in
China, most particularly in the cities. In the countryside much poverty
remains. There has been great disruption and growing unemployment as
state-owned farms have closed.
Some women have complained in the wake of these changes. Socialism
pushed the equality of women and men as a guiding principle, if not the actual
norm. But Chinese capitalism has apparently moved China into greater acceptance
of a male-dominated capitalist network.
An article that appeared in a November 1998 issue of Shanghai
Today, an English language magazine, focused on sexism in the marketplace.
Written by a Chinese woman, the article lamented companies that require
photographs from perspective employers. She wrote the practice works against
less attractive women.
Chinese everywhere say they support the modernization of China.
This often seems to translate into the Westernization of the
nation. Signs of the West are everywhere. English has become the second
language, a must for anyone wishing to advance in society.
In every city we traveled, we ran into fast food franchises.
Colonel Sanders Kentucky Fried Chicken, now simply KFC, was the most
prominent. KFC was among the first U.S. fast-food chains to enter China,
opening up its first franchise in 1987. It now boasts more than 280 locations
in 65 cities across China, according to official government figures. KFC, the
government states with a kind of Chamber of Commerce enthusiasm, attracts
450,000 chicken-chomping customers each day.
I visited a KFC one evening in Hangchow to sample the local
chicken. The restaurant was clean and spacious, a two-story eatery. Outside, a
white life-size plastic Colonel Sanders stood by the entrance. This colonel
could not have been more than 5 feet, 2 inches, appreciative of the shorter
stature of the young Chinese the figure was meant to attract.
McDonalds appears to be the fastest growing foreign
franchise, with 34 restaurants in Beijing alone. It claims it will have no
fewer than 100 Big-Mac-serving restaurants throughout Beijing by the year
2000.
Meanwhile, Pepsi Cola and Coca Cola are dueling, both eager to
capture the seemingly insatiable Chinese market for things foreign. Coke
already controls 58 percent of the carbonated beverages market and Pepsi 21
percent, according to government figures.
The battle for the market took a new step last year when Drink
Group, the worlds seventh largest drink producer, launched Future Cola to
compete with Coke. In retaliation, Coca-cola introduced a series of
ready-to-drink tea products, targeting young Chinese customers.
Foreign designer labels are sought after, particularly by younger
Chinese. It is quite common to see Chinese wearing shirts, jackets, caps and
other apparel sporting brand names. Nike is the favorite, several young Chinese
told me. Michael Jordan decorates billboards in Beijing just as he does in New
York or Los Angeles. Reebok apparently is the second-most-popular athletic
brand name, having replaced Puma and Adidas in popularity among young
Chinese.
The favorite high fashion label is Pierre Cardin, but some more
sophisticated Chinese prefer Versache, our guide said.
National Catholic Reporter, January 29,
1999
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