It consumes 1% of the world's wood supply,

它消耗了世界木材供應量的1%。

and sells one billion meatballs every year.

並每年銷售10億顆肉丸。

Now it's focusing its resources on making the home smart.

現在，它把資源集中在讓家庭智能化上。

We went to Sweden to talk to the company

我們去瑞典和公司談

about its smart home ambitions.

關於其智能家居的野心。

This is IKEA 2.0.

這就是宜家2.0。

(upbeat techno music)

(歡快的電子音樂)

What are the products in Home Smart today?

如今家庭智能有哪些產品？

- Well today, the offering from IKEA Home Smart

- 好了，今天，宜家家居智能的產品。

started off with the wireless charging,

開始的時候，無線充電。

which is the Nordmarke, the Riggad, the table lamp,

這是Nordmarke，Riggad，檯燈。

the Hektar table lamp with integrated wireless charging.

菏澤檯燈，集成了無線充電功能。

We have the Tradfri smart lighting.

我們有Tradfri智能照明。

We have the Kadrilj and Fyrtyr, which are the smart blinds,

我們有Kadrilj和Fyrtyr，這是智能百葉窗。

and we also have the sound products,

而且我們也有音響產品。

Eneby and Symfonisk.

Eneby和Symfonisk。

- [Thomas] The Home Smart Initiative was started in 2012

- [托馬斯]智能家居計劃於2012年啟動。

when Bjorn Block joined IKEA's lighting division,

當Bjorn Block加入宜家的照明部門時。

just as the company was launching the Uppleva TV.

就在公司推出優派電視的時候。

You remember the Uppleva TV, right?

你還記得Uppleva電視吧？

It was a major embarrassment for IKEA

這是宜家的一大尷尬

and a lesson learned that technology is hard.

和教訓，技術是硬道理。

- It's a television that is fully integrated

- 這是一臺完全一體化的電視

into a piece of IKEA furniture.

變成一件宜家的傢俱。

Take a look.

看看吧

- [Woman] Uppleva comes with an illustrated

- [女]Uppleva帶有一個圖解的

instructural manual and all the essential pieces

指導手冊和所有必要的部件

for assembling your furniture

用於組裝您的傢俱

and state-of-the-art plasma screen television set.

和最先進的等離子螢幕電視機。

We also make meatballs.

我們還做肉丸。

(audience laughs and claps)

（觀眾笑著鼓掌）

- We are used to do this type of products,

- 我們習慣於做這種類型的產品。

shelves, and couches, and beds,

架子，和沙發，還有床。

and all the products that you think about

和所有你想到的產品

when you think about IKEA.

當你想到宜家的時候。

So we then started to think about smart products

所以我們就開始思考智能產品

in the sense that they have chips in them,

在他們有籌碼的意義上。

of course, there has been a lot just explanation

當然，也有很多隻是解釋而已

to the rest of our organization and our colleagues.

對我們組織的其他成員和我們的同事。

- We didn't start IKEA Smart Home,

- 我們沒有啟動宜家智能家居。

we started IKEA Home Smart,

我們開始了宜家家居智能。

because the home comes first.

因為家是第一位的。

- IKEA designs its products at its headquarters

- 宜家在總部設計產品

here in Almhult, Sweden, a town of just 9,000 people.

這裡是瑞典的阿爾姆胡爾特，一個只有9000人的小鎮。

It's 6,000 miles away from Silicon Valley,

它離硅谷有6000英里遠。

but it still has to compete

但它仍然要競爭

with the likes of Apple and Google

與蘋果和谷歌等公司

for the same tech talent.

對於同樣的技術人才。

This town is responsible

該鎮負責

for the 9,500 products IKEA sells,

為宜家銷售的9500種產品。

including the 2,000 new products swapped in each year.

包括每年換來的2000個新產品。

IKEA has the ability to pick winners and set trends.

宜家有能力挑選贏家，引領潮流。

In fact, they're probably a big reason

事實上，他們可能是一個重要的原因。

your LED light bulbs are so cheap,

你的LED燈泡這麼便宜。

regardless of where you bought them from.

不管你從哪裡買的。

- We set out the journey not only to go all-in LED,

- 我們踏上征程，不僅要走全綵LED。

but also to say, "Lets from 10 Euros to one Euro."

但也可以說，"讓我們從10歐元到1歐元。"

And a few years down the line, now we're there.

而幾年下來，現在我們已經到了。

We're selling a two-pack for one Euro now.

我們現在賣一歐元兩包。

- How are you choosing which product range to go into?

- 如何選擇進入哪個產品系列？

- When IKEA Home Smart started, we were based in lighting.

- 宜家家居智能開始時，我們立足於照明。

And then we came from cords,

然後我們從繩索中來。

we knew that cords were like a hassle,

我們知道，電線就像一個麻煩。

people hated cords, people hated charging,

人們討厭電線，人們討厭充電。

but it was still a big need.

但這還是一個很大的需求。

So then we started with that, as you say,

所以後來我們就如你所說的那樣，開始了。

not as a proof of concept but as a clear product range

不是作為一個概念證明，而是作為一個明確的產品系列。

that we thought, "Okay, so let's try out, also,

我們想，"好吧，那我們也來試試，。

"our ideas on how to develop

"我們關於如何發展的想法

"home furnishing with technology influences."

"具有科技影響力的家居用品"。

- It's all about simplicity.

- 這就是簡單的問題。

Our customers, they are quite new to gadgets.

我們的客戶，他們對小工具相當陌生。

They are not the techie nerds.

他們不是技術宅。

They need to be able to understand what it can do for them.

他們需要能夠了解它能為他們做些什麼。

And not having too many different features

而且沒有太多不同的功能

and functionalities in a tricky set up.

和功能的刁鑽設置。

- We would like to go beyond

- 我們希望超越

the resident geek of the home and invite more people,

家的常駐怪胎，邀請更多的人。

and physical interfaces are a fantastic way of doing that.

而物理接口則是一種奇妙的方式。

We would like to expand that offering

我們希望擴大這種服務

and make it so easy that it finally

並讓它變得如此簡單，最終

doesn't feel like technology.

並不覺得是技術。

- In 2015, IKEA had to choose

- 2015年，宜家不得不選擇

between two competing wireless charging technologies

在兩種競爭的無線充電技術之間

when launching its first Home Smart product.

在推出其首款家庭智能產品時。

- We had to take an early bet

- 我們不得不提前下注

and we picked the standard that we thought

我們選擇的標準，我們認為

was going to be the winning one.

將是贏家。

And we picked Chi and I think we actually impacted

我們選擇了Chi，我想我們實際上影響了

a few other players just by picking that standard.

其他幾位玩家只要選擇這個標準。

- Because Apple then chose it, and then it was done.

- 因為蘋果當時選擇了它，然後就完成了。

- Apple chose it and when they launched,

- 蘋果選擇了它，並在推出時。

two years later, when they launched the first phone,

兩年後，當他們推出第一款手機。

the iPhone 8 and the iPhone X, with Chi,

iPhone 8和iPhone X，與奇。

they had an IKEA logo on stage,

他們的舞臺上有一個宜家的標誌。

saying that they are now compatible with IKEA.

說他們現在與宜家兼容。

- Smart home leaders should be concerned

- 智能家居領導者應關注

about the world's largest furniture retailer's ability

關於全球最大的傢俱零售商的能力。

to easily enter the home.

以方便進入家中。

A walled garden starts with a seed

圍牆花園從一粒種子開始

and more often the not, IKEA is the first company

往往，宜家是第一家公司。

people invite through the door.

人請進門。

Here, let me explain.

下面，讓我來解釋一下。

Imagine you're leaving home for the first time,

想象一下，你是第一次離開家。

furnishing a dorm or a shared apartment.

為宿舍或合租公寓提供傢俱；

You go to IKEA for a bed, couch, and a light

你去宜家買一張床、一張沙發和一盞燈。

when you realize that you can buy

當你意識到你可以購買

a Symfonisk lamp that's also a speaker,

一個Symfonisk燈，也是一個揚聲器。

that works with your free Spotify account.

可與您的免費Spotify賬戶配合使用。

Then for a couple years,

然後幾年來。

you're satisfied that, no matter what goes wrong,

你很滿意，無論出了什麼問題。

at least you've got your sound issue handled.

至少你已經得到了你的聲音問題處理。

And since you need a bulb,

因為你需要一個燈泡。

you might as well make it a Home Smart.

你還不如把它做成家庭智能。

Soon you'll need your own place, a few more bulbs,

很快你就會需要自己的地方，多幾個燈泡。

and maybe a couple Sonos speakers,

也許還有一對Sonos音箱。

then the kids arrive and you buy even more gear

然後孩子們來了，你就會買更多的裝備。

until you finally die.

直到你最終死去。

That's IKEA's advantage with Home Smart.

這就是宜家家居智能的優勢。

Don't get me wrong.

別誤會我的意思

Right now, Home Smart lags the competition

眼下，智能家居落後於競爭對手

in terms of both functionality and breadth of devices.

在設備的功能和廣度上。

Hue still dominates smart bulbs,

Hue仍然是智能燈泡的主流。

and IKEA is dependent on Google, Apple, and Amazon

而宜家則是依靠谷歌、蘋果和亞馬遜。

for their voice assistance.

為他們提供語音幫助。

IKEA needs help to grow its Home Smart ecosystem.

宜家需要幫助其發展家居智能生態系統。

Your speakers aren't smart, for example.

比如說，你的音箱並不智能。

I mean, they don't have microphones in it.

我的意思是，他們沒有在它的麥克風。

Why did you choose not to have mics?

為什麼選擇不裝話筒？

- I think they're super smart

- 我覺得他們很聰明

because they play a lot of good music

因為他們演奏了很多好音樂

and connects all the music services,

並連接所有的音樂服務。

but they don't have voice control in isolation.

但他們沒有單獨的語音控制。

But you can enable them with voice control

但你可以通過語音控制來實現

if you connect them to a gateway.

如果你把它們連接到一個網關。

You can connect them to a Echodot,

你可以將它們連接到Echodot。

you can connect them to an Alexa,

你可以把它們連接到Alexa上。

or you can use Siri, and so on.

或者你可以使用Siri，等等。

So we enabled voice control

所以我們啟用了語音控制

but we haven't put in a microphone into our products.

但我們還沒有在產品中加入麥克風。

- [Thomas] The Sonos partnership created

- [托馬斯]Sonos的合作創造了

an overwhelming response for the Symfonisk lamp and shelf,

對Symfonisk燈和架子的反應非常熱烈。

both of which feature Sonos compatible speakers.

這兩款產品都具有兼容Sonos的揚聲器。

The range is also the first co-branded product

該系列也是第一個聯合品牌產品。

ever sold in an IKEA store.

在宜家家居商店裡賣過。

It's a true partnership.

這是一種真正的合作關係。

- The collaboration started in 2016.

- 合作始於2016年。

So we went knocking on Sonos' door

所以我們去敲Sonos的門。

because we knew they were the market leaders

因為我們知道他們是市場的領導者

and we knew that we needed a partner.

我們知道，我們需要一個合作伙伴。

Because with the Uppleva case, that was not very successful.

因為烏普爾瓦案，那不是很成功。

- That was the TV, I believe.

- 那是電視，我相信。

- [Johanna] That was the TV, exactly,

- 那是電視的聲音，沒錯

and it was not very successful.

並且不是很成功。

We did not have a partner.

我們沒有夥伴。

It was a new product area for us.

這對我們來說是一個新的產品領域。

We didn't have any experience.

我們沒有任何經驗。

So we knew if we want to be successful stepping into sound,

所以我們知道，如果我們想要成功踏入音響。

we need a strong partner in this.

我們需要一個強大的合作伙伴。

- Internally, IKEA never viewed Home Smart

- 在內部，宜家從未查看過家居智能

with the same importance as its formal business areas

與其正式業務領域同等重要

like Living Room, and Bedroom, and Bathroom.

如客廳，和臥室，和浴室。

and frankly, the lack of priority shows.

坦率地說，缺乏優先權顯示。

Home smart products aren't terrible;

家庭智能產品並不可怕。

the Sonos compatible speakers are pretty good.

Sonos兼容的揚聲器是相當不錯的。

But IKEA's Home Smart documentation is confusing,

但宜家的家居智能文檔卻讓人摸不著頭腦。

adding devices to the home drives me nuts

在家裡添加設備讓我發瘋

and the app is buggy.

和應用程序是錯誤的。

- In IKEA we have the formula of democratic design;

- 在宜家，我們有民主設計的公式。

where we have form, function, sustainability,

在這裡，我們有形式、功能、可持續性。

low price, and quality.

價格低，而且品質好。

And obviously here, we're not living up to

很明顯，在這裡，我們並沒有辜負

quality and function in that sense.

品質和功能在這個意義上。

Our funding has been year on year,

我們的資金是一年比一年多。

saying, "Let's continue this project,

說，"讓我們繼續這個項目。

"let's see if we're gonna do another year

"讓我們看看，如果我們要去做一個新的一年。

"or two years on it now."

"或兩年就可以了。"

- In August, IKEA promoted Home Smart

- 8月，宜家推廣家居智能

into its own business area

納入自己的業務領域

and that can have a major impact on what comes next.

而這也會對接下來的工作產生重大影響。

If you're a business area, it comes with a lot of...

如果你是一個商業區，就會有很多的...

What can I say, givens.

我還能說什麼呢，givens。

You get a dedicated space in the store,

你可以在店裡獲得一個專門的空間。

you're on a certain budget, ba-ba-ba-ba-ba-ba-ba.

你在一定的預算，ba -ba -ba -ba

And Home Smart being a business area, it's a big thing.

而家居智能作為一個商業領域，這是一個大事情。

- We have a very strict article number frame within IKEA.

- 我們在宜家內部有非常嚴格的物品編號框架。

If we did not get an article number

如果我們沒有得到一個文章編號

from that other business area,

從該其他業務領域。

we could not actually develop the product.

我們無法實際開發產品。

- The article numbers is quite a hot currency

- 文章號是相當熱門的貨幣

because we tend to have 9,500 articles in a typical store.

因為我們一般的店鋪往往會有9500件物品。

And even if we introduce 2,000 new products every year,

而即使我們每年推出2000個新產品。

this number, 9,500, is not going up.

這個數字，9500，不會上升。

So that means that 2,000 are going out.

所以，這意味著有2000人要出去。

Seeing where IKEA has moved from in 75 years until today,

看到宜家從75年到今天的發展歷程。

I can't even think of where we're gonna be

我甚至想不出我們會在哪裡。

in 75 years from now.

在75年後。

So it might be good to force ourselves to think

所以，強迫自己去想一想，也許是件好事。

in a 5-year or 10-year perspective,

從5年或10年的角度來看。

but when you go to IKEA, you experience the whole home.

但當你去宜家的時候，你會體驗到整個家的感覺。

You go through Living Room and Bedroom,

你穿過客廳和臥室。

you go to kitchens, Children's IKEA.

你去廚房，兒童宜家。

So it's not only a luxury to have access to the whole home,

所以說，能夠進入整個家裝行業，也是一種奢侈。

it's actually our obligation to look at,

這其實是我們的義務，看看。

where should the home be smart?

家庭應該在哪裡實現智能化？

In what rooms, for what activities?

在什麼房間，進行什麼活動？

So now being a business unit, it's just being amplified

所以現在作為一個事業單位，只是被放大了而已

that that is our task, that is our mission,

那是我們的任務，那是我們的使命。

to now look at the Smart Home,

到現在來看，智能家居。

not the Smart product category.

不是智能產品類。

- [Thomas] IKEA is reinventing itself

- [托馬斯]宜家正在重塑自己的形象

as a furniture company that understands

作為傢俱企業，我們深知

the role of technology in the home.

技術在家庭中的作用；

When IKEA was founded in 1943,

1943年宜家成立時。

the world had more dreams than technology.

這個世界的夢想比科技更多。

And now it seems the opposite is true.

而現在看來，情況恰恰相反。

We have so much cheap technology

我們有這麼多廉價的技術

that any dumbass idea can be mass produced

天下無不散之筵席

and marketed as smart.

並在市場上以智能。

If computing is supposed to be everywhere in the future,

如果計算在未來應該是無處不在的。

then why not from the company

那為什麼不從公司

that's already everywhere in the home?

這在家裡已經是隨處可見的了？

Hey, thanks for watching!

嘿，謝謝你的觀看！

Why don't you Like and Subscribe?

你為什麼不喜歡和訂閱？

Is that how you do it? (laughs)

你是這樣做的嗎？（笑）

- Oh, my god, Thomas. - You have the most energy

- 哦，我的上帝，托馬斯。- 你是最有活力的

we've seen all night. - Yes, I was like, what?

我們已經看到了所有的夜晚。- 是的，我很喜歡，什麼？

- [Woman] YouTuber mode!

- [女]YouTuber模式！