“情感而理性”：宜家停止目录发布

Swedish furniture giant Ikea is ending production of its famous catalog, saying the thick compendium of affordable sofas, knickknacks and housewares will leave "a phenomenal 70-year legacy."

瑞典家具巨头宜家（Ikea）即将结束其多种著名产品目录的生产，该公司表示，这套包括价格实惠的沙发、小摆设和家庭用品的目录将留下“70年的非凡遗产”。

The catalog has given people around the world a chance to reimagine their surroundings, featuring everything from new shelves and chairs to an entirely revamped kitchen.

这个目录给了世界各地的人们一个重新想象他们周围环境的机会，从新的架子和椅子到一个全新的厨房，无所不包。

"For both customers and co-workers, the IKEA Catalog is a publication that brings a lot of emotions, memories and joy," said Konrad Grüss, managing director of Inter IKEA Systems B.V. — the worldwide Ikea franchiser.

宜家全球经销商Inter IKEA Systems B.V.的董事总经理Konrad Grüss说：“对顾客和同事来说，宜家目录是一种能带来很多情感、回忆和欢乐的出版物。”。

The catalog, Grüss said, "has been one of our most unique and iconic products, which has inspired billions of people across the world."

Grüss说，该目录“一直是我们最独特和标志性的产品之一，它激励了全世界数十亿人。”

For many customers, Ikea's catalog has served as a road map, giving shoppers a wish list to help them stay focused (and perhaps preempt notorious "couple's fights") in the company's sprawling stores. It has eased people through life changes as they outfitted a new place to live, made space for a new family member — or just embraced a new look.

对于许多顾客来说，宜家的产品目录是一个路线图，给顾客一个愿望清单，帮助他们在公司铺天盖地的商店里集中精力（也许还可以避免“夫妻吵架”）。它让人们轻松地度过了生活的改变，因为他们为新的居所添置了空间，为新的家庭成员腾出了空间，或者只是拥抱了一个新的面貌。

But people aren't using the catalog like they used to, Grüss said, citing changes both in the way people consume media and how they shop for home items. He added, "IKEA is already increasing digital investments while volumes and interest in the catalogue have decreased."

但是人们不再像以前那样使用目录了，Grüss说，他列举了人们消费媒体的方式和购买家居用品的方式的变化。他补充道：“宜家已经在增加数字投资，而产品目录的数量和兴趣都在下降。”

It was an "emotional but rational decision," the company said.

该公司表示，这是一个“感性但理性的决定”。

The Ikea catalog grew from 285,000 copies in its first year to 200 million copies in 2016, its biggest year. At its height, Ikea produced nearly 70 versions of the catalog, in 32 different languages. 2020's edition ran 200 pages long.

宜家的目录从第一年的28.5万份增长到2016年的2亿份，是其最大的一年。在鼎盛时期，宜家用32种不同的语言制作了近70个版本的目录。2020年版长达200页。

But last year, Ikea says, its online sales rose by 45% worldwide, with shoppers making more than 4 billion visits to its website, IKEA.com. The decision to phase out the catalog, Grüss said, is part of the company's plan to "meet customers wherever they are."

但宜家表示，去年，其全球在线销售额增长了45%，消费者访问其网站的次数超过40亿次，宜家家居. Grüss说，逐步淘汰目录的决定是该公司计划的一部分，“无论客户在哪里都能见到他们”。

Still, the news of the catalog's fate came as a blow to some Ikea fans, who say that for years, they've relied on it for design ideas.

尽管如此，该目录命运的消息还是对一些宜家的粉丝们来说是一个打击，他们说，多年来，他们一直依靠它来设计创意。

"The catalog is essential for planning and WAY better than the website!" the most-liked comment on the company's Facebook post says. "I looked forward to mine each year. This makes me sad. ..."

“目录对计划至关重要，而且比网站更好！”该公司Facebook帖子上最受欢迎的评论说我期待着我的每一年。这让我很难过……”

Decades' worth of the catalog can be browsed online. And Ikea says it will celebrate the catalog's long-running history with a tribute book to be issued next fall "filled with great home furnishing inspiration and knowledge."

几十年的目录可以在网上浏览。宜家表示，将在明年秋季发行一本“充满伟大家居灵感和知识”的纪念书，以此来庆祝该目录的悠久历史。

The Ikea catalog was famous for introducing foreigners to Swedish words and phrases, particularly because the company follows a nomenclature in naming its products. Geographical names are reserved for specific furnishings, for instance.

宜家的产品目录以向外国人介绍瑞典语单词和短语而闻名，特别是因为该公司在命名产品时遵循命名法。例如，地名是为特定的家具保留的。

"Ikea's ranges of bookcases are all the Swedish words for various occupations and the kitchen ranges are often grammatical terms, ideal if you are a prescriptivist," the website Lingua File explained. "Chairs and desks and fabrics and curtains are men's and women's names respectively, and lighting products are all named after a wide range of terminology from music to the sciences as well as the months of the year and the seasons."

“宜家的书架系列都是各种职业的瑞典语词汇，厨房用具通常是语法术语，如果你是一个处方主义者，这是一个理想的选择，”网站Lingua File解释道。椅子、桌子、织物和窗帘分别是男人和女人的名字，照明产品都是以从音乐到科学以及一年中的月份和季节的广泛术语命名的。”