????意識到機會的來臨，一些有事業心的當地人開始買地填池、搭建倉庫、雇傭保安，然后把攤位租出去。20年后，La Salada成了一頭巨獸。即便不是世界最大，它也是拉丁美洲這類購物市場中最大的。它有3萬個零售點，在每個月的12個集市日中，每天流動的商品總值預計高達3億比索（以官方匯率約合5000萬美元）。這里的消費者和店老板來自于阿根廷的每個角落，通常要乘長達12個小時的大巴。看一下商品的價格便容易明白為什么人們愿意跋山涉水來這里——運動鞋賣50-60比索（約合10美元），T恤只賣15比索（不到3美元）。而CD和DVD只要幾分錢。

????據卡斯蒂略稱，價格低的原因很簡單：沒有中間商。這3萬個攤位中，大多數攤位的衣服自產自銷，小本經營。通過中間商交易時，他們只能分到最終售價的一部分利潤；而直接出售時，他們能把售價翻一番，而且價格對消費者來說仍然極低。卡斯蒂略稱，大約有100萬人直接或間接地靠La Salada的攤位生活。

????當然，La Salada有許多批評者。從音樂公司行會組織到歐盟和美國的貿易代表，每個人都把La Salada視為世界最大的假冒產品供應地之一。匆匆一瞥，就能發現至少一半的在售產品是名牌仿制品——如耐克（Nike），阿迪達斯（Adidas）等——而且還有許多攤位賣盜版電影、音樂和軟件。

????盡管很難辯解出售拷貝的DVD不是盜竊，但其他需要生產的產品似乎處在法律的灰色地帶，至少在卡斯蒂略的眼里是這樣的。他說，還沒有一家服裝品牌找他投訴過。“從來沒有人來說，‘老兄，我們怎么解決這事？’”

????卡斯蒂略辯稱那些品牌是集市的受益者：冒牌產品給它們做了免費宣傳。而且，反正買假貨的人根本就沒錢去買真品，這種說法受到一項歐盟出資做的研究報告的支持。（雖然這些衣服的質量并非上乘，但也不差。）

????“一個花10比索買了一件耐克T恤的人，是不會花500比索去購物中心買一件的真貨的，”卡斯蒂略說。“因為如果那樣的話，他們就沒錢吃飯了。”

????《外交事務》（Foreign Affairs）雜志最近的一篇名為《假裝你可以，直到成功》（Fake It Till You Make It）的文章支持了卡斯蒂略對賣假名牌泰然處之的態度。在文章中，《山寨經濟：模仿激發創新之謎》（The Knockoff Economy: How Imitation Sparks Innovation）一書的作者爭辯說，假冒產品在發展中國家的中產階級中培育了未來的消費者資源。

????對卡斯蒂略來說，La Salada是一場受欺騙的小廠商和消費者對中間商和零售商的勝利，也是發展中國家的人民保護自己不受大型經濟利益集團侵害的例子。

????至于偷稅漏稅和造假的指控？那不過是擔心失去高利潤的經銷商搬弄出來轉移注意力的事。

????“人們可能會說我們賣得便宜是因為我們不交稅，是因為我們假冒名牌。這么說真是站著說話不腰疼，”卡斯蒂略說。

????這個世界將很快就能看到La Salada模式是否已經做好了出口的準備。卡斯蒂略說，在阿根廷的門多薩商場將在1年內達到5000個攤位的規模，它離智利和智利的數百萬消費者只有幾英里遠。而且阿根廷政府已經將La Salada的代表們納入安哥拉、越南以及其他一些國家的貿易團，以向國外出口這一模式。盡管出口到邁阿密不容易，但在你周圍的某個發展中國家，La Salada模式可能真的很快就要出現。（財富中文網）

????譯者：默默?

????Sensing an opportunity, a few enterprising locals bought the land, filled the pools, put up simple warehouses, hired security, and rented out stalls. Twenty years later, La Salada is a gargantuan beast. The largest such mall in Latin America, if not the world, it has some 30,000 retail posts that together move merchandise worth an estimated 300 million pesos (about $50 million at the official exchange rate) on each of the 12 market days every month. Consumers and shop owners come from all over Argentina, often on 12-hour bus rides, which is easy to understand after seeing the prices. Sneakers go for 50-to-60 pesos (about $10) while t-shirts are 15 pesos (less than $3). And CDs and DVDs go for pennies.

????According to Castillo, the reason for the low prices is simple: no middlemen. Most of the 30,000 posts are filled by small businesses that make their own clothing. Instead of getting a fraction of the final price, as they did with middlemen, they can double their prices and still offer rock-bottom deals. Castillo claims that some 1 million people live off the stalls at La Salada, both directly and indirectly.

????Of course, La Salada has many detractors. Everyone from music company trade groups to the EU and the U.S. Trade Representative have pegged La Salada as one of the world's biggest counterfeit goods vendors. At a quick glance, at least half of the goods sold are name-brand knockoffs –-- Nike (NKE), Adidas, and the like -- and scores of stalls sell pirated movies, music, and software.

????While it's hard to argue that selling a copied DVD is not theft, the other goods -- which require manufacturing -- seem to fall in a legal gray area, at least in Castillo's eyes. He says that not one clothing brand has approached him with complaints. "No one ever came to say, 'Man, how can we fix this?'"

????Castillo argues that the brands benefit from the fair: The fake goods provide free publicity, and the people who buy them don't have the money to buy originals anyway, assertions supported by an EU-funded report. (While the clothing isn't top quality, it's not bad.)

????"A person who buys a t-shirt that says Nike for 10 pesos is not going to buy one for 500 in a shopping mall," Castillo says. "Because then he doesn't eat."

????Castillo's equanimity towards counterfeiting is backed by the recent Foreign Affairs article "Fake It Till You Make It," in which the authors of The Knockoff Economy: How Imitation Sparks Innovation argue that counterfeits create future customers among the developing world middle class.

????For Castillo, La Salada is a triumph over middlemen and retailers who gouge the small manufacturer and consumer, and an example of citizens of developing countries protecting themselves from large economic interests.

????And the accusations of tax evasion and counterfeiting? They're just diversions from resellers worried about losing high margins.

????"It's easy to say that here we sell cheaply because we don't pay taxes or we counterfeit brands, but come on," Castillo says.

????The world will soon see if the La Salada model is ready for export. The Mendoza mall in Argentina, which Castillo says will have 5,000 stalls within a year, is just miles from Chile and its millions of consumers. And the Argentine government has included representatives of La Salada on trade missions -- to Angola and Vietnam, among others -- to export the model abroad. While Miami will be a hard sell, a La Salada may indeed be coming soon to a developing country near you.