{"id":4991,"date":"2019-09-02T13:40:32","date_gmt":"2019-09-02T10:40:32","guid":{"rendered":"https:\/\/favorite-news.com\/vi\/dot-100-trieu-usd-chi-de-xai-trong-7-ngay-co-phieu-rot-13-tro-thanh-tro-cuoi-cho-thien-ha\/"},"modified":"2019-09-02T13:40:33","modified_gmt":"2019-09-02T10:40:33","slug":"dot-100-trieu-usd-chi-de-xai-trong-7-ngay-co-phieu-rot-13-tro-thanh-tro-cuoi-cho-thien-ha","status":"publish","type":"post","link":"https:\/\/favorite-news.com\/vi\/dot-100-trieu-usd-chi-de-xai-trong-7-ngay-co-phieu-rot-13-tro-thanh-tro-cuoi-cho-thien-ha\/","title":{"rendered":"\u201c\u0110\u1ed1t\u201d 100 tri\u1ec7u USD ch\u1ec9 \u0111\u1ec3 x\u00e0i trong 7 ng\u00e0y, c\u1ed5 phi\u1ebfu r\u1edbt 13%, tr\u1edf th\u00e0nh tr\u00f2 c\u01b0\u1eddi cho thi\u00ean h\u1ea1"},"content":{"rendered":"

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Gi\u1ea5c m\u01a1 \u0111\u1ed5i \u0111\u1eddi<\/b><\/p>\n

Xu\u1ea5t hi\u1ec7n l\u1ea7n \u0111\u1ea7u tr\u00ean website Gap.com v\u00e0o ng\u00e0y 4 th\u00e1ng 10 n\u0103m 2010, logo m\u1edbi c\u1ee7a nh\u00e3n hi\u1ec7u th\u1eddi trang danh ti\u1ebfng GAP \u0111\u00e1nh d\u1ea5u m\u1ed9t s\u1ef1 thay \u0111\u1ed5i l\u1edbn c\u1ee7a t\u1eadp \u0111o\u00e0n, chuy\u1ec3n m\u00ecnh t\u1eeb “C\u1ed5 \u0111i\u1ec3n v\u00e0 Nghi\u00eam t\u00fac sang Hi\u1ec7n \u0111\u1ea1i, G\u1ee3i c\u1ea3m v\u00e0 Tr\u1ebb trung” \u2013 theo \u0111\u1ea1i di\u1ec7n truy\u1ec1n th\u00f4ng Louise Callagy.<\/p>\n

H\u00ecnh n\u1ec1n xanh navy v\u00e0 3 ch\u1eef c\u00e1i in hoa quen thu\u1ed9c \u0111\u00e3 \u0111\u01b0\u1ee3c x\u00f3a s\u1ed5, thay v\u00e0o \u0111\u00f3 l\u00e0 font ch\u1eef Helvetica v\u1edbi m\u1ed9t h\u00ecnh vu\u00f4ng xanh b\u00ean g\u00f3c ph\u1ea3i.<\/p>\n

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\u0110\u1ea1i di\u1ec7n truy\u1ec1n th\u00f4ng Louise Callagy t\u1ef1 tin chia s\u1ebb tr\u00ean t\u1edd Forbes r\u1eb1ng c\u1ea3 t\u1eadp \u0111o\u00e0n GAP \u0111ang c\u1ed1 g\u1eafng “\u0111\u1ed5i m\u1edbi” b\u1ea3n th\u00e2n, v\u00e0 logo m\u1edbi l\u00e0 m\u1ed9t c\u1ed9t m\u1ed1c quan tr\u1ecdng.<\/p>\n

“\u0110\u00f3 l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh ph\u00e1t tri\u1ec3n b\u00ecnh th\u01b0\u1eddng, logo c\u1ee7a ch\u00fang t\u00f4i h\u01a1n 20 n\u0103m tu\u1ed5i v\u00e0 \u0111\u00e3 \u0111\u1ebfn l\u00fac ph\u1ea3i ti\u1ebfn h\u00f3a, c\u1ea3 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 s\u1ea3n ph\u1ea9m c\u1ee7a GAP c\u0169ng \u0111ang \u0111\u1ed5i m\u1edbi t\u1eebng ng\u00e0y. Logo m\u1edbi s\u1ebd l\u00e0 \u0111\u1ea1i di\u1ec7n cho s\u1ef1 chuy\u1ec3n m\u00ecnh c\u1ee7a GAP.” \u2013 Louise cho hay.<\/p>\n

Kh\u00f4ng nh\u1eefng th\u1ebf, ban qu\u1ea3n tr\u1ecb c\u1ee7a GAP c\u00f2n \u0111\u1eb7t k\u1ef3 v\u1ecdng r\u1ea5t cao: “Ch\u00fang t\u00f4i quy\u1ebft \u0111\u1ecbnh ch\u1ecdn thi\u1ebft k\u1ebf n\u00e0y v\u00ec n\u00f3 hi\u1ec7n \u0111\u1ea1i v\u00e0 tr\u1ebb trung. Kh\u00f4ng nh\u1eefng th\u1ebf, GAP v\u1eabn mu\u1ed1n t\u01b0\u1edfng nh\u1edb di s\u1ea3n c\u0169 b\u1eb1ng m\u1ed9t h\u00ecnh vu\u00f4ng xanh. Ch\u00fang t\u00f4i mu\u1ed1n kh\u00e1ch h\u00e0ng s\u1ebd lu\u00f4n nh\u1edb \u0111\u1ebfn nh\u1eefng gi\u00e1 tr\u1ecb c\u0169 c\u1ee7a GAP nh\u01b0ng c\u0169ng ph\u1ea3i nh\u1eadn ra r\u1eb1ng GAP t\u1eeb nay \u0111\u00e3 tr\u1edf n\u00ean kh\u00e1c bi\u1ec7t.”<\/p>\n

Qua h\u00e0ng lo\u1ea1t c\u00f4ng b\u1ed1 h\u1ebft s\u1ee9c t\u1ef1 tin, c\u00f3 v\u1ebb nh\u01b0 ban qu\u1ea3n tr\u1ecb GAP \u0111ang mong mu\u1ed1n \u0111\u01b0a th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh l\u00ean m\u1ed9t t\u1ea7m cao m\u1edbi. Nh\u01b0ng tr\u00ean th\u1ef1c t\u1ebf, m\u1ee5c \u0111\u00edch c\u1ee7a h\u1ecd th\u1ea5p h\u01a1n th\u1ebf nhi\u1ec1u.<\/p>\n

\u0110\u1ed9ng l\u1ef1c th\u1eadt s\u1ef1 c\u1ee7a GAP<\/b><\/p>\n

V\u00e0o n\u0103m 2008, GAP l\u00e0 m\u1ed9t trong nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u thi\u1ec7t h\u1ea1i n\u1eb7ng n\u1ec1 nh\u1ea5t t\u1eeb cu\u1ed9c kh\u1ee7ng ho\u1ea3ng kinh t\u1ebf, t\u00e0i ch\u00ednh kh\u00f3 kh\u0103n khi\u1ebfn ng\u01b0\u1eddi d\u00f9ng gi\u1ea3m thi\u1ec3u nhu c\u1ea7u mua s\u1eafm, \u0111\u1eb7c bi\u1ec7t l\u00e0 qu\u1ea7n \u00e1o ch\u1ea1y theo xu h\u01b0\u1edbng.<\/p>\n

C\u1ed5 phi\u1ebfu c\u1ee7a GAP b\u1ed1c h\u01a1i h\u01a1n 40% gi\u00e1 tr\u1ecb sau khi c\u00e1c b\u00e1o c\u00e1o t\u00e0i ch\u00ednh \u0111\u01b0\u1ee3c c\u00f4ng b\u1ed1, ban qu\u1ea3n tr\u1ecb b\u1ecb c\u00e1c c\u1ed5 \u0111\u00f4ng bu\u1ed9c ph\u1ea3i h\u00e0nh \u0111\u1ed9ng ngay l\u1eadp t\u1ee9c.<\/p>\n

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\"Th\u1ea3m<\/div>\n<\/div>\n

GAP nhanh ch\u00f3ng ti\u1ebfn h\u00e0nh c\u1eaft gi\u1ea3m chi ph\u00ed: Sa th\u1ea3i nh\u00e2n vi\u00ean, c\u1eaft b\u1edbt c\u1eeda h\u00e0ng, t\u1ed1i gi\u1ea3n qu\u00e1 tr\u00ecnh s\u1ea3n xu\u1ea5t \u2026 t\u1eadp trung m\u1ecdi ngu\u1ed3n l\u1ef1c v\u00e0o d\u00f2ng Old Navy kinh \u0111i\u1ec3n v\u00e0 tung ra nhi\u1ec1u chi\u1ebfn d\u1ecbch gi\u1ea3m gi\u00e1.<\/p>\n

Kh\u00f4ng nh\u1eefng th\u1ebf, GAP c\u00f2n \u0111\u1ea9y m\u1ea1nh k\u00eanh b\u00e1n h\u00e0ng tr\u1ef1c tuy\u1ebfn v\u1edbi ch\u01b0\u01a1ng tr\u00ecnh “Mua m\u1ecdi l\u00fac \u2013 Mua m\u1ecdi n\u01a1i” v\u1edbi m\u1ed9t trang web hi\u1ec7n \u0111\u1ea1i, \u1ee9ng d\u1ee5ng mua h\u00e0ng iPad, v\u00e0 nhi\u1ec1u \u0111o\u1ea1n qu\u1ea3ng c\u00e1o tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i.<\/p>\n

GAP \u0111\u1ed9t nhi\u00ean tr\u1edf th\u00e0nh m\u1ed9t s\u1ea3n ph\u1ea9m “h\u1ee3p th\u1eddi” trong th\u1eddi k\u1ef3 kinh t\u1ebf h\u1ea1n h\u1eb9p v\u1edbi gi\u00e1 th\u00e0nh t\u1ed1t, \u0111\u1ed9 b\u1ec1n cao v\u00e0 c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng \u1edf nhi\u1ec1u s\u1ef1 ki\u1ec7n kh\u00e1c nhau.<\/p>\n

Nh\u1edd v\u00e0o nh\u1eefng h\u00e0nh \u0111\u1ed9ng k\u1ecbp th\u1eddi, GAP nhanh ch\u00f3ng l\u1eadt ng\u01b0\u1ee3c th\u1ebf c\u1edd, li\u00ean t\u1ee5c ph\u00e1t tri\u1ec3n m\u1ea1nh m\u1ebd v\u00e0 l\u1ea5y l\u1ea1i phong \u0111\u1ed9 tr\u01b0\u1edbc khi kh\u1ee7ng ho\u1ea3ng x\u1ea3y ra.<\/p>\n

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\"Th\u1ea3m<\/div>\n<\/div>\n

T\u01b0\u1edfng ch\u1eebng GAP \u0111\u00e3 t\u00ecm \u0111\u01b0\u1ee3c h\u01b0\u1edbng \u0111i b\u1ec1n v\u1eefng cho m\u00ecnh, nh\u01b0ng \u0111\u1ebfn n\u0103m 2010, th\u1ecb tr\u01b0\u1eddng m\u1ed9t l\u1ea7n n\u1eefa thay \u0111\u1ed5i v\u00e0 GAP l\u1ea1i tr\u1edf th\u00e0nh n\u1ea1n nh\u00e2n, doanh thu v\u00e0 c\u1ed5 phi\u1ebfu c\u1ee7a h\u00e3ng ti\u1ebfp t\u1ee5c lao d\u1ed1c.<\/p>\n

Theo m\u1ed9t chuy\u00ean gia kinh t\u1ebf: “\u0110a ph\u1ea7n ng\u01b0\u1eddi d\u00f9ng \u0111\u00e3 v\u01b0\u1ee3t qua cu\u1ed9c kh\u1ee7ng ho\u1ea3ng kinh t\u1ebf, nh\u01b0ng GAP v\u1eabn \u0111ang trong ch\u1ebf \u0111\u1ed9 “b\u00e1o \u0111\u1ed9ng \u0111\u1ecf” v\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m \u0111\u01a1n gi\u1ea3n, gi\u00e1 th\u1ea5p v\u00e0 li\u00ean t\u1ee5c khuy\u1ebfn m\u00e3i. M\u00f4 h\u00ecnh \u0111\u00f3 \u0111\u00e3 bi\u1ebfn GAP th\u00e0nh m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u th\u1eddi trang nh\u00e0m ch\u00e1n v\u00e0 r\u1ebb ti\u1ec1n, xa c\u00e1ch v\u1edbi nh\u1eefng kh\u00e1ch h\u00e0ng c\u00f3 nhu c\u1ea7u mua s\u1eafm th\u1eadt s\u1ef1.”<\/p>\n

M\u1ed9t l\u1ea7n n\u1eefa, ban qu\u1ea3n tr\u1ecb GAP quy\u1ebft \u0111\u1ecbnh ph\u1ea3i thay \u0111\u1ed5i \u0111\u1ec3 t\u1ed3n t\u1ea1i, v\u1edbi m\u1ee5c ti\u00eau “thay \u0111\u1ed5i h\u00ecnh \u1ea3nh” v\u00e0 b\u1eaft \u0111\u1ea7u b\u1eb1ng m\u1ed9t logo m\u1edbi.<\/p>\n

1 logo \u2013 3 l\u1ed7i sai<\/b><\/p>\n

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\"Th\u1ea3m<\/div>\n<\/div>\n

Font ch\u1eef Helvetica<\/b><\/p>\n

L\u00e0 m\u1ed9t trong nh\u1eefng font ch\u1eef “kinh \u0111i\u1ec3n”, \u0111\u01b0\u1ee3c r\u1ea5t nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u s\u1eed d\u1ee5ng nh\u01b0 Jeep, Panasonic hay Harley-Davidson. Nh\u01b0ng ban qu\u1ea3n l\u00fd GAP qu\u00ean r\u1eb1ng ch\u00ednh \u0111\u1ed1i th\u1ee7 tr\u1ef1c ti\u1ebfp c\u1ee7a m\u00ecnh – American Apparel c\u0169ng \u0111ang s\u1eed d\u1ee5ng font ch\u1eef n\u00e0y.<\/p>\n

V\u1edbi logo c\u0169, font ch\u1eef Serif v\u1edbi nh\u1eefng c\u1ea1nh s\u1eafc b\u00e9n, kh\u00f4ng nh\u1eefng \u0111\u1ed9c \u0111\u00e1o m\u00e0 c\u00f2n th\u1ec3 hi\u1ec7n s\u1ef1 chuy\u00ean nghi\u1ec7p cho GAP, vi\u1ec7c thay \u0111\u1ed5i font ch\u1eef sang Helvetica ngay l\u1eadp t\u1ee9c khi\u1ebfn th\u01b0\u01a1ng hi\u1ec7u n\u00e0y “m\u1ea5t ch\u1ea5t”, kh\u00f4ng kh\u00e1c g\u00ec so v\u1edbi \u0111\u1ed1i th\u1ee7 tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n

\u00d4 vu\u00f4ng m\u00e0u xanh<\/b><\/p>\n

D\u00f9 \u0111\u01b0\u1ee3c th\u00eam v\u00e0o \u0111\u1ec3 “duy tr\u00ec truy\u1ec1n th\u1ed1ng”, nh\u01b0ng tr\u00ean th\u1ef1c t\u1ebf l\u00e0 n\u00f3 \u0111\u00e3 l\u00e0m x\u1ea5u \u0111i c\u1ea5u tr\u00fac c\u1ee7a logo m\u1edbi, \u0111\u00e1nh m\u1ea5t b\u1ea3n ch\u1ea5t “nghi\u00eam t\u00fac” c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u GAP.<\/p>\n

Kh\u00f4ng nh\u1eefng th\u1ebf, “h\u00ecnh vu\u00f4ng xanh” l\u00e0 m\u1ed9t trong nh\u1eefng hi\u1ec7u \u1ee9ng \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng r\u1ea5t nhi\u1ec1u trong ng\u00e0nh \u2026 T\u00e0i ch\u00ednh & Ng\u00e2n h\u00e0ng. Ch\u1eb3ng h\u1ea1n nh\u01b0 ng\u00e2n h\u00e0ng Deutsche bank v\u00e0 h\u00e3ng ki\u1ec3m to\u00e1n KPMG.<\/p>\n

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\"Th\u1ea3m<\/div>\n<\/div>\n

Thay \u0111\u1ed5i b\u1ea5t ch\u1ee3t<\/b><\/p>\n

Khi quy\u1ebft \u0111\u1ecbnh \u0111\u1ed5i m\u1edbi logo, nguy\u00ean t\u1eafc \u0111\u1ea7u ti\u00ean l\u00e0 ph\u1ea3i gi\u1eef l\u1ea1i nh\u1eefng y\u1ebfu t\u1ed1 “th\u00e2n thu\u1ed9c” t\u1eeb logo c\u0169, v\u00ec kh\u00e1ch h\u00e0ng \u0111\u00e3 c\u00f3 r\u1ea5t nhi\u1ec1u k\u1ef7 ni\u1ec7m v\u1edbi n\u00f3.<\/p>\n

V\u00ed d\u1ee5 v\u1ec1 thay \u0111\u1ed5i th\u00e0nh c\u00f4ng khi v\u1eabn gi\u1eef \u0111\u01b0\u1ee3c b\u1ea3n s\u1eafc \u0111\u1ebfn t\u1eeb th\u01b0\u01a1ng hi\u1ec7u Starbucks:<\/p>\n

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\"Th\u1ea3m<\/div>\n<\/div>\n

Theo nhi\u1ec1u cu\u1ed9c kh\u1ea3o s\u00e1t, y\u1ebfu t\u1ed1 quan tr\u1ecdng nh\u1ea5t c\u1ee7a logo GAP c\u0169 ch\u00ednh l\u00e0 font ch\u1eef Serif v\u00e0 ch\u1eef c\u00e1i in hoa, nh\u01b0ng hai y\u1ebfu t\u1ed1 \u0111\u00e3 b\u1ecb ban qu\u1ea3n tr\u1ecb GAP “tri\u1ec7t ti\u00eau” m\u1ed9t c\u00e1ch kh\u00f4ng th\u01b0\u01a1ng ti\u1ebfc.<\/p>\n

K\u1ebft qu\u1ea3<\/b><\/p>\n

Ngay khi xu\u1ea5t hi\u1ec7n, logo m\u1edbi c\u1ee7a GAP \u0111\u00e3 t\u1ea1o m\u1ed9t c\u01a1n “\u0111\u1ecba ch\u1ea5n” tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i. Nh\u01b0ng n\u00f3 kh\u00f4ng ph\u1ea3i l\u00e0 d\u1ea1ng “\u0111\u1ecba ch\u1ea5n” m\u00e0 GAP mong mu\u1ed1n, h\u00e0ng ng\u00e0n t\u00e0i kho\u1ea3n \u0111\u00e3 b\u00e0y t\u1ecf b\u1ee9c x\u00fac v\u00e0 ra s\u1ee9c \u0111\u00f9a c\u1ee3t s\u1ef1 thay \u0111\u1ed5i c\u1ee7a GAP.<\/p>\n

“N\u1ebfu kh\u00f4ng h\u01b0 th\u00ec \u0111\u1eebng c\u00f3 s\u1eeda. Logo c\u0169 c\u1ee7a GAP \u0111\u00e3 qu\u00e1 kinh \u0111i\u1ec3n. Thay \u0111\u1ed5i nh\u01b0 th\u1ebf n\u00e0y kh\u00e1c g\u00ec ph\u00e1 h\u1ecfng h\u00ecnh \u1ea3nh \u0111\u00e3 \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng trong h\u01a1n 20 n\u0103m.” M\u1ed9t b\u00ecnh lu\u1eadn tr\u00ean Facebook nh\u1eadn \u0111\u01b0\u1ee3c h\u00e0ng ng\u00e0n l\u01b0\u1ee3t chia s\u1ebb.<\/p>\n

Th\u1eadm ch\u00ed trang web “Crap Logo Yourself!” c\u00f2n \u0111\u01b0\u1ee3c l\u1eadp ra \u0111\u1ec3 khuy\u1ebfn kh\u00edch ng\u01b0\u1eddi d\u00f9ng t\u1ef1 l\u00e0m m\u1ed9t logo “x\u1ea5u x\u00ed” t\u01b0\u01a1ng t\u1ef1 nh\u01b0 GAP v\u00e0 s\u1eed d\u1ee5ng n\u00f3 l\u00e0m h\u00ecnh \u0111\u1ea1i di\u1ec7n.<\/p>\n

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\"Th\u1ea3m<\/div>\n<\/div>\n

C\u01a1n b\u00e3o ch\u1ec9 tr\u00edch l\u1edbn \u0111\u1ebfn n\u1ed7i GAP th\u00e1o ngay logo m\u1edbi ch\u1ec9 trong 7 ng\u00e0y. “Sau khi c\u00e2n nh\u1eafc k\u1ef9, ch\u00fang t\u00f4i quy\u1ebft \u0111\u1ecbnh quay v\u1ec1 v\u1edbi logo c\u0169.” \u2013 Louise tr\u1ea3 l\u1eddi tr\u00ean Bloomberg.<\/p>\n

Nh\u01b0ng quy\u1ebft \u0111\u1ecbnh \u0111\u00f3 l\u00e0 qu\u00e1 mu\u1ed9n \u0111\u1ed1i v\u1edbi c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0, nhi\u1ec1u l\u1eddi k\u00eau g\u1ecdi “b\u00e1n th\u00e1o” \u0111\u01b0\u1ee3c \u0111\u01b0a ra, khi\u1ebfn gi\u00e1 tr\u1ecb c\u1ee7a t\u1eadp \u0111o\u00e0n gi\u1ea3m h\u01a1n 13% ch\u1ec9 trong v\u00e0i ng\u00e0y, c\u1ed5 phi\u1ebfu r\u1edbt xu\u1ed1ng ch\u1ec9 c\u00f2n 18,25 USD.<\/p>\n

V\u00e0 trong l\u00fac h\u00e0ng lo\u1ea1t \u0111\u1ed1i th\u1ee7 c\u00f4ng b\u1ed1 doanh thu kh\u1edfi s\u1eafc sau th\u1eddi k\u1ef3 kh\u1ee7ng ho\u1ea3ng kinh t\u1ebf, GAP l\u00e0 th\u01b0\u01a1ng hi\u1ec7u duy nh\u1ea5t c\u00f3 m\u1ee9c t\u0103ng tr\u01b0\u1edfng \u00e2m (-2%).<\/p>\n

Tuy ch\u1ec9 xu\u1ea5t hi\u1ec7n trong 7 ng\u00e0y, nh\u01b0ng “chi\u1ebfn l\u01b0\u1ee3c logo m\u1edbi” c\u1ee7a GAP \u0111\u00e3 l\u00e0m ti\u00eau t\u1ed1n h\u01a1n 100 tri\u1ec7u USD c\u1ee7a t\u1eadp \u0111o\u00e0n. Trong \u0111\u00f3 l\u00e0 7 tri\u1ec7u USD ti\u1ec1n nghi\u00ean c\u1ee9u v\u00e0 thi\u1ebft k\u1ebf logo, v\u00e0 h\u00e0ng ch\u1ee5c tri\u1ec7u USD qu\u1ea3ng c\u00e1o v\u00e0 thay \u0111\u1ed5i \u0111\u1ed3ng lo\u1ea1t.<\/p>\n<\/div>\n

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