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IKEA Taste Affordable and Simple
宜家品位 简单不贵

ANCHOR
This bookshelf fits into a box which can be brought onto a bus and takes say, 20 minutes to put together. Its maker, IKEA, revolutionized the look of young people's interiors with inexpensive furniture like this. But success is followed by imitation and competition. This is how IKEA plans to fight back, using design as its weapon of choice. Trolleys rallying down aisles, interminable checkout queues, and flat-topped boxes crammed to the ceiling, this is IKEA. The Swedish do-it-yourself chain is basically a furniture supermarket. Instead of shopping for tuna in a tin, think bookshelf in a box. It's all part of the company's utilitarian philosophy, bring design to the masses.
主播
这个装在盒子里的书架可以带上公共汽车,并且,用20分钟就可以将它组装起来。它的制造商,宜家家居,用像这样的便宜家具彻底改变了年轻人的家居设计。但是,成功后面紧跟着的是模仿与竞争。宜家计划这样反击:以设计取胜。挤满通道的手推车,没有尽头的结账队伍,还有那一直塞到天花板的平顶盒子,这就是宜家。这个瑞典的自己动手的连锁店其实是个家具超市。人们来这里不是购买罐装金枪鱼,而是想要一个放在盒子里的书架。

LARS ENGMAN, DESIGN DIRECTOR IKEA
We are talking about democratic design, and that means form and function at an affordable price. That's the general philosophy of IKEA.
拉斯·英格迈,宜家设计主管
我们正在讨论平民设计,这意味着外形和功能配以一个合理的价格。这是宜家的基本哲学思想。

ANCHOR
Affordable and simple. IKEA hands the screwdriver over to the customer. Founded in 1943 by Ingrod Humfrod, the company rapidly became the preferred interior outfitter for students, ingles and young families. Annual sales now exceed six billion dollars. But after three years of 20% growth, these annual increases are diminishing. In 2(s) 002, the company is expected to expand by only 5%.
主播
简单而实惠。宜家让顾客自己安装。1943年由英格劳德·汉姆福劳德创立,公司很快成为一个备受学生、单身和年轻家庭青睐的室内家具商。现在每年的营业额超过了60亿美元。但是经过连续3年20%的增长后,其年增长率在下滑。2002年,公司预期增长5%。

RITA CLIFTON
All the sort of classic department stores are desperate to break into that area, and are doing it in a much much more imaginative way.
丽塔·克利夫顿
所有这种类型的著名商店都拼命挤进这个领域,并采取了一种更有想象力的经营方式。

LARS
The company started to work together with designers in the beginning of the 50s, and they had talked so much about it, like we're doing today.
拉斯
公司开始启用50多岁的设计师工作,他们提了很多建议,我们现在正在那样做。

ANCHOR
IKEA's new PS range, taking the furniture supermarket, up-market.
主播
宜家新的附加范畴是要将家具超市变成高级的市场。

MARIA VINKA, DESIGNER, IKEA
The PS range is a range that's supposed to be a little more edgy, a little bit more designer focused. And as IKEA wants to push more on the designers, this collection is quite important for them.
玛利亚·温卡,宜家设计师
这个附加范畴可能有一些前卫,多一些设计师的理念。并且当宜家想有更多设计理念时,这个附加范畴就对他们非常重要了。

ANCHOR
And IKEA hopes the PS range will distinguish it from its competitors and imitators, both aesthetically and financially.
主播
宜家希望它将从美学上和经济上把自己同竞争者和模仿者区别开来。

MONIKA MULDER, DESIGNER, IKEA
Customers have to pay sometimes 30% of the price on product transport. So I said to the product developer, if you have a water can you put it in your box, it takes a lot of space. So I said why don't we have a stackable water can, and she said you make one.
莫妮卡·默尔德,宜家设计师
顾客们有时必须花产品价格的30%来运输。因此我对产品开发者说,如果你有一个水罐,而它占的地方很大,你就把它放到箱子里。所以我说为什么我们不制造一个可折叠的水罐呢,而她说那你就造一个吧。

RITA
Their proposition clearly is simplicity and good value and very good design. Now, in order to enhance their design credentials all the time, it's quite important to keep on bringing new evidence of that. And clearly, you know, hero-izing their designers a bit will be no bad thing.
丽塔
很明显,他们的主张那就是简单、花得值,并且设计美观。现在为了不断增强他们的设计资历,拿出新的证据很重要。很明显,你知道,让他们的设计师以英雄自居将不会是什么坏事。

ANCHOR
But the PS line is not expected to reassemble the company's profitability as quickly as one of its bookshelves. Many say IKEA's long-term success still depends on following its founding principles. Design married to function and affordability.
主播
但是并不指望附加范畴像组装它的书架一样迅速改变公司的利润率。许多人说,宜家长远的成功依然依靠它的原创原则。设计同功能和购买力相结合。