ADM-201 dump PMP dumps pdf SSCP exam materials CBAP exam sample questions

什么是奢侈品? – 译学馆
未登录,请登录后再发表信息
最新评论 (0)
播放视频

什么是奢侈品?

Little Green Bags: What is luxury?

什么是奢侈?
What is luxury?
这是奢侈品吗?这个呢?
Is this luxury? what about this?
请一天假奢侈吗?
Is it a luxury to take a day off,
在拍卖会买一个古董呢?
to purchase an antique at auction,
去吃寿司呢?
to eat sushi?
事实是我们乐意将奢侈定义为富人专属的
The fact is we readily dismiss luxury as bling bling
奢华耀眼 但忽视其背后的实质
for the rich and extravagance and ignore what lies behind it.
到底什么是奢侈品?
What is luxury exactly?
定义上 它是除必需品之外的任何东西
By definition, it is anything beyond the essential.
在没有奢侈品的世界 也就没有高级手表
In a world without luxury, you couldn’t find an elegant watch,
优质葡萄酒 时髦沙发 或者舒适旅行
a premium wine, a designer sofa or travel.
想象一个没有传奇手表制作者
Imagine a world without legendary watchmakers,
酒侍 世界级公司和旅游社的世界
sommeliers, world-class companies or travel agencies.
所以说奢侈品更能丰富生活?是的!
So luxury makes life more colorful? exactly!
雄鸟炫耀羽毛去吸引异性
Male birds strut their plumage to express virility.
人们用奢侈品来扬名立万
People use luxury goods to stand out.
他们用品牌 商品去秀地位 时尚 财富和成功
They use brands and products to demonstrate taste, style, wealth and success.
后来奢侈品展览成为了交流的方式
Then a display of luxury is a means of communication.
的确 但也不完全如此
Sure, but that’s not all.
它也意味着有意地摒弃交流
It can also mean deliberately foregoing communication.
如果是那样 体验就有优先权
In that case, the experience has priority
也要看缝纫裙子的人的聪明才干
or it depends on the savoir-faire of the person who sewed the dress.
沉浸在奢侈品中 意味着成就非凡吗?
Okay. Indulging in luxury signals extraordinary achievements.
是的 但可能意味更多
Yes, that and even more.
众所周知 奢侈品制作在某些情况下
It also acknowledges the fabrication of luxury products require skills that
需要经过几个世纪精心磨炼的技艺
has painstakingly evolved over centuries in some cases.
毫无疑问 奢侈品牌都因其历史悠久而骄傲
Luxury brands are justifiably proud of their rich histories
就像特定的奢侈品那样
and they are like specific luxury goods.
经过一代一代的传承和珍惜
They are handed down, treasured over generations.
这也是奢侈品能象征独特传统的原因
That is why luxury also symbolizes unique traditions.
奢侈就是一种文化
Luxury is culture,
当然 奢侈很贵
and of course it is expensive.
对人们来说奢侈品代表了很多事物
So luxury represents a lot of things to people,
但奢侈绝不是多而无用的
but it is not superfluous.
奢侈品产业不仅有助于界定文化和美学
The luxury goods industry not only helps define culture and aesthetics,
也是一个重要的经济引擎
but is also an important economic engine.
在瑞士 奢侈品占所有出口总值的十分之一
In Switzerland, luxury goods account for a tenth of all exports,
西欧也是世界最大的奢侈品制造商
and Western Europe is the world’s largest producer in luxury goods.
从消费角度看 美国是最大的奢侈品市场
On the buy side, the US is the biggest market.
部分原因是那里也有很多亚洲消费者
Partly because many Asians buy there as well.
同时 除了提供原材料
Meanwhile, in addition to providing raw materials,
南美洲和非洲在服装 家具和艺术品的设计影响 日益增强
south America and Africa have a growing impact on the design of clothes, furniture and art objects.
奢侈品经销商寻找世界一级产品
Luxury goods dealers look for the world’s best products
从而以最高昂的价格卖给最富有的人
to sell them to richest people at premium prices.
这合乎道德吗?
Is that ethically acceptable?
除非原材料通过非人道的方式获取
Not if raw materials are extracted under inhumane conditions
动物遭虐待且资源被浪费
or if animals are abused and resources wasted,
不然从另一方面看这是可接受甚至合意的
but the flip side of that coin is acceptable even desirable.
假如工人经过特殊的生产流程训练 那么奢侈品是道德的
Luxury is ethical if workers are trained for special manufacturing processes.
假如所有价值链的连接点都有公平的报酬 多亏了高利润
And if all links of the value chain get a fair wage, thanks to high margins,
这样的模式也支撑了欧洲的制造业
that model supports manufacturing in Europe too.
再用 奢侈品供应商面临三个特定挑战
Still, suppliers of luxury goods face three specific challenges.
挑战一:消费者视角下常分不清品牌
Challenge number one: the brands are often interchangeable from the consumers perspective,
生活品味杂志上的服装和手表品牌 连专业人士都识别不出来
even experts are unable to identify the brands of clothes and watches featured in a lifestyle magazine.
因此 奢侈品牌怎样独树一帜呢?
So how can luxury brands differentiate themselves?
在管理奢侈品的HSG能力中心
At HSG’s competence center for luxury management,
我们了解到要让品牌独特 就要创造特有的品牌体验
we have identified the best course to differentiation is creating unique brand experiences.
这就让与销售人员打交道 参加品牌活动
These could be memorable encounters with sales staff,
或者发现一个拟真的网络展示会都变得令人印象深刻
visiting a brand event, or discovering an immersive online presentation.
不论何种策略 坚守品牌的核心理念是成功的关键
With any measure, the key to success is its alignment with the brand’s core promise.
比如丽思卡尔顿酒店因其员工待遇而在几十年里成就卓越
The Ritz-Carlton, for example, stands out over the decades through its treatment of staff.
淑女绅士们为其他淑女绅士们服务
Ladies and gentlemen serving ladies and gentlemen.
这是员工与顾客打交道时应有的态度
That is the attitude employees are asked to adopt when interacting with guests.
员工感觉到自己的价值
The staff feels highly valued
同时 奢侈品消费者在同样的基础上 体验一流的服务
while the luxury consumers experience excellent service on equal footing.
挑战二:奢侈品牌很少以市场为导向
Challenge number two: luxury brands are often less market-oriented.
奢侈品通过优秀的传统和遗产来界定
They define themselves through their legacies and traditions of excellence,
没有过多考虑消费者的看法
and gives less weight to customers’ views.
这一套自我指称的方式有一定的逻辑
There is a specific logic to this self-referential approach.
毕竟 市场导向的奢侈品 吸引了大众却失去特性
After all, market-oriented luxury loses its distinction by appealing to the many.
绩效导向的奢侈品牌 让其为维护地位而冒险进行自我竞争
Performance-oriented luxury brands risk starting a contest to themselves to maintain their positioning.
这种一根筋的方式风险很大
This navel-gazing is risky.
公司主要通过现有资源来定位自己
Companies that define themselves mainly through their existing resources
但也可能会错过消费者行为转变
may miss the turn of changing customer behavior.
因此 问题在于公司应如何
Thus, the question is how can luxury companies strike a balance
在自我指称和顾客关注间 保持平衡
between self referentiality and customer focus.
从我们的调查可知 公司应该将品牌定位到不同部分
Our findings tell us by positioning their brands in different segments.
几十年来 英国奢侈时尚之屋Burberry 都不是有目地使其利益最大化
For decades, the British luxury fashion house Burberry maximize its profit purposelessly and aimlessly
而是通过发放品牌许可 打破伟大品牌故事的方式
by licensing its brand name and damaged a great brand story.
只有重新开始关注顾客的需求
Only when it started to refocus on customer requirements,
并聚焦核心产品
and concentrate on its core product,
才能在与其他竞争者的比拼中脱颖而出
did it once again stand out from its competitors.
挑战三:奢侈品牌不能增长
Challenge number three: luxury brands cannot grow.
奢侈品因为稀有而奢侈
Luxury products are luxury products mostly because they are rare.
如果奢侈品牌增多 就会削减其独特性 从而破坏利益基础
If luxury brands grow, they undermine their exclusivity and thus the basis for their profitability.
那么问题来了:奢侈品增长多少是合适的?
And that raises a question:what kind of growth is compatible with luxury?
增长的途径众多
There are different paths to growth.
有一些通过附加服务来完善产品组合
For some, it can mean complementing their product portfolio by adding services.
有一些通过深入精化产品来增长
Others grow by further refining their products,
还有一些奢侈品增长由国际分销系统来实现
still others achieve growth with an international distribution system.
你认识甲壳虫汽车和劳力士手表
You recognize the VW Beetle and you know about Rolex watches.
分别是大规模生产和奢侈品生产的典范
One is a classic example for mass production, the other a classic example of a luxury product.
80年间 大众汽车从流水线上生产了2150万辆甲壳虫汽车
In an 80 year period, Volkswagen rolled 21.5 million VW beetles off the assembly line.
试想一下同样的80年间生产了多少劳力士手表
Guess how many Rolex watches were produced in those same decades.
超过2300万!然而劳力士依旧被视为奢侈品
More than 23 million!Still a Rolex is considered a luxury good.
这多亏了复杂的国际分销系统
Thanks to a sophisticated international distribution system.
人们也许会把奢侈品看作肤浅之物
Luxury can come across as superficial,
但是走近观察才发现其重要性
but a closer look reveals its significance.
其传统 技艺和文化都至关重要 更何况是成千上万的就业岗位
Tradition, craftsmanship and culture are an important part of a picture, not to mention thousands of jobs.
而且这些价值汇在一起成就了开放自由的社会
Plus it helps define open and free societies
可以让个人自由决定如何实现自我
where individuals can decide how they want to fulfill themselves,
设计奢侈游艇 还是拥有奢侈游艇
as a luxury yachts designer or as the owner.

发表评论

译制信息
视频概述

奢侈品是什么,又面临着什么样的挑战?一起来看看吧!

听录译者

苏家Dier

翻译译者

半碗凉茶

审核员

审核员 AF

视频来源

https://www.youtube.com/watch?v=bpOXaXoi-Xs

相关推荐