题干

   More than 50,000,000 people live in the rainforests of the world and most of them do not hurt the forest they live in. They eat the fruits that grow on the forest trees, but they do not cut them down. They kill some animals to eat, but they do not destroy them.
When we cut down the rainforests, we destroy these forest people, too. In 1900, there were 1,000,000 forest people in the Amazon forest. In 1980, there were only 200,000.
   The Yanomami live along the rivers of the rainforest in the north of Brazil. They have lived in the rainforest for about 10,000 years and they use more than 2,000 different plants for food and for medicine. But in 1988, someone found gold in their forest, and suddenly 45,000 people came to the forest and began looking for gold. They cut down the forest to make roads. They made more than a hundred airports. The Yanomami people lost land and food. Many died because new diseases came to the forest with the strangers.
   The Yanomami people tried to save their forest, because it was their home. But the people who wanted gold were stronger.
Many forest people try to save their forests. Chico Mendes was famous in Brazil because he wanted to keep the forest for his people. “I want the Amazon forest to help all of us-forest people Brazil, and all the Earth,” he said. A few months later, in December 1988, people who wanted to cut down the forest killed Chico Mendes.
   In Borneo, people were cutting down the forest of the Penan people to sell the wood. The Penan people tried to save their rainforest. They made blockades across the roads into the forest. In 1987, they closed fifteen roads for eight months. No one cut down any trees during that time.
   In Panama, the Kuna people saved their forest. They made a forest park which tourists pay to visit.
  The Gavioes people of Brazil use the forest, but they protect it as well. They find and sell the Brazil nuts(坚果) which grow on the forest trees.

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克里姆,把床垫塞进高尔夫球包里卖

肖遥

    能切实解决人们睡眠质量不佳的问题,正是美国新晋创业公司Casper全力以赴的事业,它重新设计改造了看似不太起眼的“硬件”——床垫,结果只用了短短一年时间,就打开了市场,不久前获得了5500万美元的B轮融资,其中一位投资人还是大名鼎鼎的好莱坞影星莱昂纳多·迪卡普里奥。能让大明星青睐有加不容易,Casper的创始人菲利普·克里姆有什么绝招?

    2001年,克里姆进入得克萨斯大学奥斯汀分校,在红麦库姆斯商学院主修商业管理和市场营销。其间,他还辅修了不少哲学课程。大二那年,克里姆就在自己的宿舍里创办了一个电子商务网站——“梅里克公司”,专门在网上卖床垫。凭借自己的专业知识,克里姆把这家网站运营得不错,虽然那时他卖的都是普通床垫,却为后来的创业奠定了资金和技术基础。

    克里姆的商业嗅觉十分灵敏,对消费者的喜好非常了解。随着互联网的迅猛发展,电子商务开始让线上和线下直接对接,传统商业的中间环节变得不再重要。这让克里姆意识到,床垫可以有新的卖法。

    2013年8月,克里姆注册了一家全新的床垫公司——Casper。他的第一步计划是开发一款新产品,必须是目前市场上从未有过的、具有科技含量的新型床垫。他组建了一个创始团队,其他3名成员来自著名的工业设计机构。他们的设想是研发一种舒适度更高、弹性更强,让人能很快入睡、消除疲劳的床垫,还要足够便宜。

    带着这些目标,设计团队进行了大量试验,最后锁定了一种太空记忆海绵。这种材料来自航天领域,拥有极高弹性,又不会过软,适用于绝大多数人的骨骼结构。克里姆将这款新床垫命名为“Casper智能床垫”,大约10英寸厚,分成三层,底层是普通海绵,中间是太空记忆海绵,最上层是乳胶海绵。通过机械压缩,床垫的体积还不到完全展开后的1/3.卷起来可以直接塞进高尔夫球包。这为后面的运输环节提供了极大的便利。

    对克里姆来说,销售模式和产品质量同等重要。在移动互联网时代,商家之间比拼的一个重要指标就是便捷高效。Casper智能床垫完全采用网上下单、快递到家的销售模式,把一切简化到极致。2014年,Casper智能床垫正式上线销售,第一个月就产生了100万美元的销售额。由于公司位于纽约,克里姆承诺为当地顾客提供下单两小时内送货上门的服务,这种速度也大受年轻人的欢迎。

    业界普遍认为,乳胶是目前最好的床垫材料,也是最贵的材料。在美国,传统乳胶床垫的价格相当高昂,通常在1500美元左右。其中不小的差价来源于整个产业的层级利润。由于Casper和生产商直接对接,去掉了中间商和卖场,直接面向消费者,所以就去掉了大部分不必要的开支,Casper的普通双人床垫售价只有500美元,特大号床垫也只卖950美元。“大公司不会真正给消费者带来实惠利益,”克里姆说,“我们这种创业小公司却可以为大众做出普遍适用而且舒适的东西。”

    据克里姆介绍,全球床垫市场的销售额到2017年有望达到246.5亿美元,其中记忆海绵床垫将会是发展最迅猛的一个分支。很多业内人士认为,随着Casper这种新型公司的出现,床垫业将成为下一个被颠覆的传统行业,甚至有人预测,当人们习惯于在网上购买床垫后,将会有一半左右的传统企业被淘汰。

    现在,克里姆的“野心”很大,他希望自己的床垫能在未来覆盖每一个消费者。Casper计划利用其现有资金6950万美元,扩大生产、提高质量、加快产品上市。这些投资将推动公司进一步创新,克里姆接下来要建设Casper实验室、招聘工程师、进行更多测试,用更短的时间推出新一代产品,“从枕头到拖鞋,客户希望我们探索每一个产品类别,只要能获得高质量睡眠就行”。

(节选自2016年《环球人物》,有删改)