| 原文出自 http://www.gizmodo.com.au/2014/0 ... rtphone-generation/ 翻译: hdqhdq 注：可随意转载 How Sennheiser Designs Serious Headphones For A Smartphone Generation MARIO AGUILAR 智能手机时代声海的耳机设计方向 16 JANUARY 2014 12:00 PM How Sennheiser Designs Serious Headphones For a Smartphone Generation For decades, German audio company Sennheiser has made some of the best headphones you can buy, regardless of whether you’re trying to keep it thrifty or splurge. In recent years, though, the legacy brand has had to adapt its technology to an era when how consumers listen to music has radically changed. 几十年来声海一直在为有不同需求的顾客提供高品质的耳机 但是近些年顾客的听音习惯改变甚大 At CES, I had the opportunity to sit down with Co-CEO Daniel Sennheiser to talk about how his company is evolving alongside the new contours of the audio soundscape. 这次采访的对象是声海CEO丹尼尔.声海先生 我们想了解声海在新时代的愿景 Daniel Sennheiser, along with his brother Andreas, officially took over control of the company as CEOs on July 1st last year. The pair have a seemingly perfect combination of talents. Andreas is an engineer, just like their grandfather, Fritz, who founded the company in 1945. As an industrial designer who specialises in products, Daniel introduces a new set of skills to the company’s strategy. 丹尼尔和他兄弟安德斯在去年七月共同就任公司CEO 安德斯和他开山祖父一样是工程师 丹尼尔则是产品设计的骨干 How Sennheiser Designs Serious Headphones For a Smartphone Generation Indeed, from the outside, Daniel would seem to be exactly what Sennheiser needs. Now more than ever, the headphone is a mass-market consumer product. People buy EarPods and Beats By Dre by the millions, without giving the engineering that goes into sound a thought. They might not even care if a product sounds good at all. 现在的骚年喜欢买苹果小白三代（译者注：小白一代才是真正的苹果声 调音良心）和大逼次 完全不管声音好坏 It’s real challenge for a historically engineering-focused company like Sennheiser. But after getting a slow jump on the burgeoning market for fashionable cans, the company introduced a pair of headphones tailored to the recent consumer shift. 这对声海是个很大的打击 但是公司挺住了压力 推出了一些新的产品 Released in late 2012, Sennheiser’s Momentum headphones are the company’s take on a lightweight “lifestyle” product — one that doesn’t compromise on sound. This year, at CES, Sennheiser introduced a redesigned line of of DJ headphones, envisioned as a reboot of the company’s iconic but slightly outmoded HD 25s. With each of these products, Sennheiser has taken the balanced sound its engineering department is known for and bundled it into a slicker package, one that the kids might feel ok about picking up at Best Buy. 比如2012出的馒头系列 对HD25的微升级 还有针对小朋友设计的耳机 Here’s what Sennheiser had to say about the challenges of evolving his family’s company for the modern music listener — without compromising on the sound that made them successful in the first place. 以下是声海对当代耳机设计方向的愿景 How Sennheiser Designs Serious Headphones For a Smartphone Generation Gizmodo: With the Momentum line, it’s interesting to see Sennheiser approach a more mass market consumer product. For a company with such an august history, is it a shift? 问：木馒头系列是不是意味着声海在向非发烧友妥协？ Daniel Sennheiser: It always depends. You have to look at it in perspective. In 1968 we brought out the first hi-fi [Open] headphone with the HD 414. That was 100 per cent of the market at the time. We always developed in different areas as well, but there there were other people coming into this market, obviously. Now, we are regaining the lifestyle part of it — or rediscovering the lifestyle part of it, with the Momentum line, which is not that we haven’t been in it before, but the way it’s approached today is different. We are creating substance. We are not just creating something which is stylish and hip and full of plastic. 答：话不能这么说 1968年我们的hd414市场占有率100% 但是我们永不满足 一直在顺应用户需求 木馒头系列是我们的一个新的开始 但并不是我们坚持的声海声的结束 Giz: I imagine that historically, your customers have fallen in between the mass market customer and the very high high-end customer. Where do you see that shift going down the line? 问：你们的顾客总有两批 发烧友和非发烧友 你怎么看待这次的转型对顾客的影响 DS: The headphone has experienced a lot of growth in the last 10 years because of smartphones — and that is something that didn’t exist there before. Really, Sennheiser has always evolved over time with what the consumer wanted. For example, our original patent was also used for the original for the Sony Walkman. The dynamic of the last couple of years was something that took us a bit by surprise, and it took us a little bit of time to understand that consumer behaviour had shifted to something else. 答： 呵呵 我们总能想到办法的 没有声海就没有Walkman 你懂的 How Sennheiser Designs Serious Headphones For a Smartphone Generation Giz: Can you go into more detail? When you say the consumer behaviour has shifted, do you mean towards smartphone? 问：我不懂 能说的详细点么 声海是不是在朝着智能手机前端这个方向转型 DS: Smartphones are an enabler for headphones, because every smartphone needs a headphone, and people are using headphones on the street more. Suddenly, it’s become a lifestyle accessory. That’s something that for an engineering company like ours was very hard to understand at first. We were still arguing the features and performance, and the customer was only interested in flashy colours. Now, the customer is coming around, and they’re realising, OK, they’ve spending a lot of money on a piece of plastic that breaks. Now they’re coming around and buying quality headphones. 答：手机可以带动耳机销量 但是 世纪初的顾客大都只注重花花绿绿的外观 现在终于有人醒悟了 觉得还是声海大法好 Giz: Are you really seeing evidence that that’s happening? 问：汗 没有图你说个X DS: Yes, but at the same time we don’t want to be for everybody, we have to be very specific about what we’re making. We’re very good at DJ headphones, we’re very good at high-end headphones. Those markets have grown, so this [Lifestyle market] is just being added. It’s not that the high-end and the DJ market has declined — the lifestyle market has just been spectacular. 答：图自己上网搜 我们还是有原则的 我们主要的产品线是DJ和High end产品 这两个产品线和普通产品线同样重要 但架不住普通人多啊 （一口血喷出） We believe that the people who are looking at Sennheiser as a brand — They’re not for the kids that are just looking for the latest fashion. 接上：声海大法不是给当代洗剪吹的火星非主流设计的 高上大的请到碗里来 Giz: Can you tell me in a little more detail what the internal discussion was when you were taken by surprise by this change in consumer behaviour? Was there tension or a debate? 问： 这。。 你发现大众听音观亟待纠正的时候 是不是扼腕昂首 心急如焚 DS: My personal background is in product design. So I come from that perspective. 答：没错 我就是学设计的 心痛不已 Giz: What kind? Industrial design? 问：啥方向？ 工业设计？ DS: Industrial design. That’s my training. I worked for Procter and Gamble before I joined Sennheiser. So I have a marketing and design background and that is exactly the reason to come here. I’m not an engineer — my brother is an engineer. We work together and we’re very complementary. But [Design] is a sensitivity which was not used before at Sennheiser. 答： 没错 我以前在P&G混过 所以我可以做市场也可以做设计 设计太高上大了你知道 所以我得和我的弟弟一起混 我出点子他出力（译者注：谁出钱啊喂） 但是以前声海并不注重设计哼哼（译者注：言下之意我来了更nb） Now, convincing all engineers that, yes, the technical specs are important — and we won’t make compromises on that — but that we’re going to add the design aspect and the lifestyle aspect… That was a difficult discussion. We had to go through the typical stages of denial, refusal, etc. We had to do couple of design rounds internally until we got it right because we refused many concepts that we didn’t bring to market. 接上：我弟的工作是重要 技术活不可少 但是我的工作就不好说 有时候就是瞎忙活 How Sennheiser Designs Serious Headphones For a Smartphone Generation Giz: I was talking to my managing editor upstairs over in the press room. He’s very fond of your exercise headphones. There are other lifestyle categories — take your new gaming headsets for example. These aren’t just audio products or fashion products. They’re actually targeted at specific functions. You had that with the avionics headphones before as well. 问：你们的运动系列和游戏系列都不错 功能性设计的很好 DS: We have always created headphones for specific applications because we know more about it than anybody else. Really the purpose is always to find the right solution. 答：声海大法好 你能想到的我们早就做出来了 A good example is the HD 25. The HD25 was originally specifically developed to go with Nagra portable recorders. The idea was to create a headphone that was very lightweight, very versatile, very strong, and that used very little power because it was battery operated, and battery life was a real problem then. Afterwards, it was also used in the Concord because of the good sealing. From there, it moved into the DJ space because it is something that is very loud. So it actually came from a professional recording headphone to an aviation product to a DJ space. The product’s been on the market for 25 years, and it is now the standard DJ headphone everywhere. And we’ve been able to reinvent that with the new top-of-the-line. 接上：比如HD25就是从监听向飞航再向DJ衍变的产物 你看他屹立25年而不倒 就知道我们多厉害 Giz: What do you think it means when products find markets that they weren’t intended for? 问：好厉害 你前面说 “你能想到的我们早就做出来了” 啥意思 DS: My grandfather always had a very good saying for that: “Luck is chance plus preparation.” Yes, you need chance, and sometimes something happens and actually you have no influence, but you always have to be prepared to be open to it, and to jump on it, as well. We all have moments when a chance comes around — but if we’re not prepared to jump on it, we miss that chance. And that’s what we’re really trying to do in all these markets. We need to do a lot of research. We have 300 engineers constantly searching for solutions. 答： 我祖父说的好 “运气那旮瘩 还得靠尊备” 没错 木有准备就没有声海大法好 我们声海三百勇士时刻准备着一战 Giz: Do you usually you say “we need something for gaming?” What’s the approach? 问：你的意思是和游戏耳机一战么 怎么战 DS: With a foresight team we create scenarios that are looking 10-15 years in the future, and we’re trying to imagine how that’s going to look. Then we build products for them. That gives us information about the technologies that we need to develop, and it gives us information about some of the trends we need to jump on. We do the research on the technical side and we do research on the social psychological side, as well. 答：我们高瞻远瞩 前看15年 后看15年 不光这样 我们还是设计未来的工程师 我们进军科技 我们进军心理学 我们征服世界 How Sennheiser Designs Serious Headphones For a Smartphone Generation Giz: Has the social psychological research changed because of developments over the last couple of years? 问：悠着点。。你们的心理学研究有么有顺应时代变化捏？ DS: Innovation is not only driven by technology anymore. We will continue to innovate in technology. We have specifically hired people on the technology research side in the last couple of years. But we have to complement that with the consumer research as well. 答：创新这东西 不仅仅靠科技 我们的创新还靠人才引进和消费者调查 Giz: Well, I imagine when the company was founded, people didn’t even understand consumer research yet. 问：消费者调查是个什么玩意儿 我想你们公司创立之初 没几个人知道吧 DS: There’s a very funny story. When our original open air headphone, the HD 414, was developed, my grandfather came to the sales organisation and said, “how many of these can you sell?” and they came back with 500 pieces a year. So that was the entire estimated market for headphones in 1968. My grandfather said it doesn’t make sense to produce 500, I’m going to produce 5000. From a production standpoint that’s the smallest quantity we can make. They were sold out in three months. So, market research can be wrong sometimes as well — especially in a markets that you don’t know well yet. 答：对还是说HD414以前以为年销量500撑死 想不到卖5000都是供不应求 声海大法好 Giz: As you’ve evolved, what’s surprised you in developing the new range of products? 问：声海大法好 你目前参与设计产品的时候 有啥事情让你震惊的么？ DS: What’s positively surprising right now is that people come back to substance. Customers are tired of a product that only lasts half a year. They’re tired of the poor quality of what they get, so they are coming back to high-quality products. They appreciate good sound, and that plays in our favour. And especially now, the high-end part of the market, which has gone away from from a very niche high-end to something which is a lot more mainstream. A product like this one: 答：消费者已经不满足于垃圾产品了 他们要好声 就像这样的 [Pulls a set of IE 800 in-ear monitors from his breast pocket.] [摸出一条宇宙神塞] The IE 800 — it costs more than gold if you look at the weight. And it’s something that I never leave the house without, because it is so much better than anything else you can find. We can’t build enough of them to satisfy demand. 接上：你摸摸 诶！ 小心别摸坏了！ 这条宇宙神塞 比黄金还贵 可就是有人买 声海大法好 How Sennheiser Designs Serious Headphones For a Smartphone Generation Giz: Do you ever look at your low-cost competitors and think to yourself, it would be so easy to cut corners and make a ton of money? 问：采访完送我哦！ 噗 这段cut 咳咳 声海大法好 你有没有羡慕过你的低成本竞争对手 我指的是他们 你懂的 DS: It think it comes down to why you exist and why your company exists. Our purpose is to advance the science of sound. That is what we’re after. We are crazy about that. It’s not a destination. It’s a journey. It’s a quest. It’s almost philosophical. Really, what’s driving us is the pursuit of perfect sound. It’s a collaboration between us and the customer. If you have that idea in mind, you can always reinvent yourself — and you’re in it for the long haul. If you’re only in it for five years and you want to sell your company or you want to make your money, I’m not going to say that doesn’t make sense. But for me, I couldn’t look in the mirror. I want to change the audio world, and every one of our 2,500 people do, as well. 答：声海大法=不断进步的声音之科学 对于那种只顾短期利益不思进取的公司 我不屑于提起 我们公司的2500勇士时刻准备着！ Giz: There’s always the rumour that another [Orpheus] electrostatic headphone is going to come out, and I asked [Axel Grell, Sennheiser's senior acoustic engineer] this is well. I’m not going to ask you again, because what everyone always says is “we don’t know.” But from the logical point of view, it wouldn’t even make sense to consider that. 问：人数好像变多了一点。。不过不打紧。。你们要出新静电了么？其他员工老说他们不知道 你能给个准信么？ DS: We always do things that make no sense. If you’re crazy about what you do, you always do the things that you believe in. For us, the real question is can we do it better? Think about the HD800, HD700, IE 800. They all pushed the boundaries of a traditional dynamic headphone. So when it comes the electrostatic Orpheus headphones, we’re always experimenting with the technology — but we will never make a product that is inferior to the orpheus. It would have to be better. 答：呵呵 我们干什么事情都是没准信的啦~ 你看看HD800，再看看H700 还有我的宇宙神塞 诶 别抢！ 咳咳 总之它们都是动圈的标杆 所以我们如果要做新静电 也要做静电的标杆 懂不 必须秒大奥！ |
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