看完上期劉總的精彩訪談，本篇制造白皮書繼續(xù)“品質(zhì)”這個(gè)話題。我們對(duì)話了意大利Studio Volpi公司技術(shù)總監(jiān)Silvia Torretta，圍繞著品質(zhì)的不同方面，她與我們進(jìn)行了深度分享。

Studio Volpi技術(shù)總監(jiān)Silvia Torretta

What is your definition of quality in refrigerators?

您如何定義冰箱品質(zhì)?

Let’s start with a few words on the basic and expected quality in today’s refrigerators. I would say that the first quality parameter of any home appliance is durability. When someone buys a refrigerator, they want to know that it will last reliably for a good number of years. For everyday use, the door must open well, the handle should be robust, the appliance must not make too much noise, in summer it needs to continue to keep food cold. Refrigerators today are not niche products – high performance standards are expected and taken for granted.

我們不妨先談?wù)勅缃癖�箱的基本期望品質(zhì)。我認(rèn)為任何家用電器的首要品質(zhì)參數(shù)就是耐用性。消費(fèi)者期望自己購買的冰箱能夠可靠地運(yùn)行多年。在日常使用中，冰箱門應(yīng)開合順暢、拉手應(yīng)堅(jiān)固耐用、運(yùn)行時(shí)噪音不能太大，并且哪怕在夏天，冰箱也要能夠持續(xù)制冷。如今，冰箱不再是小眾產(chǎn)品，良好的性能已成為消費(fèi)者期望的基本品質(zhì)。

The quality of associated services and accessories is also an important factor. The consumer requires that replacement filters, shelves or baskets will be easily available and will not soon disappear through obsolescence.

服務(wù)和配件的品質(zhì)也不容忽視。消費(fèi)者希望能輕松獲取除味器、層架或置物籃的替換件，不會(huì)因冰箱型號(hào)過時(shí)而買不到。

For the non-visible parts of a refrigerator, quality perception does not become a factor until something goes wrong. For example, usually, the consumer does not even think about the door seal until it detaches and no longer fulfils its function. In such a case, ease of parts replacement and rapid effective service intervention makes a huge difference in salvaging the customer’s perception of quality and value.

對(duì)于冰箱中不易察覺的配件而言，只有出現(xiàn)問題時(shí)，消費(fèi)者才會(huì)開始感知其品質(zhì)。例如，消費(fèi)者通常根本不會(huì)想到門封，除非它脫落失效。在這種情況下，快速高效地提供替換配件或相關(guān)服務(wù)，能很大程度上挽回客戶對(duì)產(chǎn)品品質(zhì)和價(jià)值的感知。

And what are your ideas beyond these very basic elements of quality? Give us a more general overview of the idea of quality from the company’s perspective versus the consumer’s perception of quality?

除了上述基本品質(zhì)要素外，您能否從企業(yè)和消費(fèi)者的品質(zhì)感知角度闡述什么才是品質(zhì)?

I think the most interesting concept of quality today is where there may be a discrepancy between the company’s investment in quality in the production processes, and the way the quality of the finished product is perceived by the consumer. The company may invest in high quality, high cost materials and processes to produce what they consider to be a very high quality product, but many of these processes or materials may be invisible to the consumer, who then perceives that product to be of a similar quality to another in which the company has invested less. This discrepancy in perception becomes important when we connect it to the cost of production. For example, we have recently been working with a company whose specific role is the costing of products, evaluating quality efficiency in production compared to related costs. They break down the costs of a product and make visible the percentage invested in elements that have a direct effect on the consumer’s perceived quality, compared to the percentage of investment made in elements that are not perceived by the consumer. This investigation begins by looking at consumer pinpoints, using various sources such as consumer publications, online reviews and so on. From this they map out the strengths and weaknesses of the product, and then analyse its physical structure and break down the cost of its single components. They then weigh these costs against the consumer’s perceived quality of the product.

如今就品質(zhì)而言，最有意思的一點(diǎn)在于，企業(yè)在生產(chǎn)過程中對(duì)品質(zhì)的投入與消費(fèi)者對(duì)成品品質(zhì)的感知可能存在差異。為了生產(chǎn)高品質(zhì)產(chǎn)品，企業(yè)投資于高成本的優(yōu)質(zhì)材料和工藝，但消費(fèi)者難以察覺這些投入，反而認(rèn)為該產(chǎn)品與其他投入較少的產(chǎn)品的品質(zhì)相差無幾。因此，很有必要把感知差異與生產(chǎn)成本聯(lián)系起來。我們近來就在與一家企業(yè)合作，聘請(qǐng)其計(jì)算產(chǎn)品成本，并基于相關(guān)成本評(píng)估生產(chǎn)中的品質(zhì)效率。他們將產(chǎn)品成本進(jìn)行細(xì)分，分別可視化對(duì)消費(fèi)者的品質(zhì)感知具有和不具有直接影響的要素的成本占比，再對(duì)二者進(jìn)行對(duì)比。這項(xiàng)調(diào)研首先從消費(fèi)者刊物、在線評(píng)論等各渠道收集消費(fèi)者的觀點(diǎn)。然后據(jù)此繪制產(chǎn)品的優(yōu)劣勢(shì)圖表，并根據(jù)產(chǎn)品的物理結(jié)構(gòu)來分解各配件的成本。最后，權(quán)衡配件成本和消費(fèi)者對(duì)產(chǎn)品的品質(zhì)感知。

In the field of refrigerators, what are the elements of perceived quality? Where should we work to improve perceived quality?

在冰箱領(lǐng)域，感知品質(zhì)的要素有哪些?我們應(yīng)該從哪些方面提升感知品質(zhì)?

One area I would focus on is the authenticity of materials. For example, the difference between the use of real metal and plastic with a metallic coating, gives a completely different touch sensation. The functionality may be exactly the same, but the genuine material will lead to a completely different consumer perception. So, anywhere there is the congruence between appearance and reality raises quality perception.

首先要真材實(shí)料。例如，金屬與金屬涂層塑料的觸感完全不同。它們?cè)诠δ苌匣蛟S沒有差異，但真實(shí)的材料無疑會(huì)給消費(fèi)者帶來更好的感知。只要外觀與實(shí)際相符，消費(fèi)者對(duì)品質(zhì)的感知就能提升。

With the touchpoints where the user interacts with the product, attention to detail is important for raising quality perception, for example, on the handle where the user will experience various touch sensations, rather than the seals which are not really visible to the user, and with which they have no interaction. And of course, perceived quality involves all the senses, so for example in the case of a refrigerator, the noise of the motor, the noise the door makes when opened and its weight, are considerations. A user may not even be aware of such factors, but all the sense elements, conscious and unconscious, are important in building up a sensation of perceived quality. So overall, perceived quality derives from everything about a product that speaks of industrial craftsmanship and excellence in execution. For example, an unusual aesthetic detail that is not functional, but that demonstrates to the consumer that it was made with thought and care, can elevate the product above the average in quality perception.

用戶與產(chǎn)品接觸點(diǎn)上的細(xì)節(jié)是提升品質(zhì)感知的關(guān)鍵。例如拉手，它不像門封，用戶既看不到也不會(huì)去觸碰門封，但是拉手的不同觸感會(huì)直接影響用戶的感知。當(dāng)然，感知品質(zhì)涉及所有感官。以冰箱為例，電機(jī)噪音、開門時(shí)的響動(dòng)以及冰箱重量都是需要考慮的因素。哪怕用戶有時(shí)察覺不到，所有直接或間接的感官因素也依然會(huì)影響感知品質(zhì)。總體而言，感知品質(zhì)源于產(chǎn)品的方方面面，是企業(yè)制造工藝和卓越執(zhí)行力的體現(xiàn)。有時(shí)，一處別具匠心的裝飾細(xì)節(jié)，雖然不具備功能性，但卻能向消費(fèi)者傳遞制造者的用心，令消費(fèi)者獲得優(yōu)于普通產(chǎn)品的品質(zhì)感知。

On the other hand, an interesting additional point regarding consumer sensibility today is that with growing sustainability awareness, the consumer can sometimes see extra embellishments of the product as a negative because of the environmental cost of their production. This is a change from a few years ago when across the board, add- ons, costly materials and showy finishes added value: now, yes, consumers will pay for high quality materials and design, but in a more visibly rational and environmentally sound way.

不過，當(dāng)前的消費(fèi)者感知出現(xiàn)了一個(gè)有趣趨勢(shì)，即隨著可持續(xù)意識(shí)的增強(qiáng)，額外裝飾反而變成了減分項(xiàng)，因?yàn)槠渖�產(chǎn)過程會(huì)對(duì)環(huán)境造成影響。這與若干年前的情況截然相反。當(dāng)時(shí)，附加裝置、昂貴材料和華麗裝飾都會(huì)為產(chǎn)品加分。而如今，雖然消費(fèi)者依然愿意為優(yōu)質(zhì)材料和設(shè)計(jì)買單，但會(huì)更加理性地從環(huán)保角度做決策。

When thinking about this, we should be aware that in many cases, quality perception does not mean the elimination of small aesthetic errors such as slightly rough finishes or slight misalignments due to manufacturing tools and processes, but rather of finding ways to elegantly disguise the errors as a more cost-effective solution. In the refrigeration industry the cost of reducing errors to zero is not feasible or realistic.

有鑒于此，我們應(yīng)意識(shí)到，要提升感知品質(zhì)，往往無需消除細(xì)微的美學(xué)誤差，例如由于制造工具和工藝導(dǎo)致的表面不完全平滑或產(chǎn)品不嚴(yán)絲合縫。而是要找到優(yōu)雅掩蓋誤差的方法，形成更具成本效益的解決方案。在冰箱行業(yè)，要將誤差降至零，從成本上而言既不可行也不現(xiàn)實(shí)。

However, companies work hard and invest in the best results possible. For example, I know that Homa has invested in high quality presses and builds-in the cost of more waste to ensure a neat and pleasing finish to the edges and corners of their refrigerators. For them, this is seen as a worthwhile investment for the higher quality perception achieved.

不過，企業(yè)始終在著力減小誤差。據(jù)我所知，奧馬購買了高質(zhì)量壓機(jī)，并且不惜耗費(fèi)更多廢料成本，只為確保冰箱的邊緣和轉(zhuǎn)角平滑美觀。在他們看來，只要這些投入有助于提升感知品質(zhì)，便是值得的。

An interesting case in point around high levels of industrial craftsmanship and perceived quality are Dyson products, which ironically can also be considered through a negative lens. This contradiction is due to some peculiarities of their design. There are many elements of their design visible to the consumer that demonstrate high levels of craftsmanship and investment, with great attention to detail in comparison with an average product, while on the other hand, there are many internal elements of very high quality and cost that are not visible. It could be argued that the same functional result could be achieved by using cheaper components, but as Dyson occupies a notably high price point, they cannot take this path, so in their design process there is less focus on margins as they make their technological choices. However, some may argue that using such costly invisible products makes little economic sense.

說到高水平的制造工藝和感知品質(zhì)，就不得不提及戴森，但從另一個(gè)角度來說，這也意味著戴森的產(chǎn)品不太具有成本效益。這種矛盾性源自戴森獨(dú)特的設(shè)計(jì)。與普通產(chǎn)品相比，戴森在消費(fèi)者看得見的設(shè)計(jì)元素上極力彰顯工藝的精湛、成本的高昂和對(duì)細(xì)節(jié)的重視。不僅如此，許多看不見的內(nèi)部元素也同樣品質(zhì)上乘、成本高昂。或許便宜的配件也能實(shí)現(xiàn)相同功能，但由于戴森的產(chǎn)品定價(jià)較高，走的是高端路線，因此在設(shè)計(jì)過程中進(jìn)行技術(shù)決策時(shí)，就較少關(guān)注利潤。然而，有些人可能認(rèn)為，從經(jīng)濟(jì)角度而言，昂貴的隱形配件毫無意義。

Do you think there are cultural difference in perceived quality in different markets round the world?

您認(rèn)為在全球不同市場，人們的品質(zhì)感知存在文化差異嗎?

Absolutely yes. It’s mainly an aesthetic difference related to familiarity with the different materials used, the shapes that are familiar. For example, if it is common to use a pan of a particular shape or material in one part of the world, people in that culture are more likely to give that shape or material a higher perceived quality. People will respond positively to the materials, processes, shapes that they are used to. So it’s important to be aware of differing cultural parameters and to adapt products to meet these for different markets.

當(dāng)然。這種差異主要體現(xiàn)在審美上，與人們對(duì)材料和形狀的熟悉程度有關(guān)。例如，如果某地區(qū)用慣了某種形狀或材料的平底鍋，那么該文化背景下的人會(huì)傾向于認(rèn)為這種形狀或材料的的平底鍋品質(zhì)更好。人們會(huì)對(duì)自己習(xí)慣的材料、工藝和形狀做出積極反饋。因此，必須了解不同市場的文化參數(shù)并相應(yīng)調(diào)整產(chǎn)品。

Are there universal parameters of quality, including aesthetics?

是否存在通用品質(zhì)參數(shù)，例如美學(xué)參數(shù)等?

Basically everything that appears as well thought-through communicates quality. Even if a product does not appeal very much to someone, if it demonstrates that there has been care in the process design and finish, the consumer perceives quality. On the other hand, elements such as misalignment, lack of harmony, variability in elements of a product over time, all impact universally across cultures on perceived quality.

基本上，所有看起來經(jīng)過深思熟慮的元素都能彰顯品質(zhì)。即使一款產(chǎn)品初看并不吸引人，但只要它能在工藝設(shè)計(jì)和表面處理等方面體現(xiàn)用心，消費(fèi)者便會(huì)感知到它的品質(zhì)。此外，無論對(duì)哪種文化背景而言，錯(cuò)位、失衡、產(chǎn)品要素隨時(shí)間的變化等因素都會(huì)降低感知品質(zhì)。

So apart from the basic expectations we discussed above, what do you think are the quality parameters of a refrigerator?

那么，除了我們剛才討論的基本期望外，您認(rèn)為冰箱有哪些品質(zhì)參數(shù)?

First, I would say quality is conferred by the elements of a product that do not change or become obsolete over time. So for example, any elements of interface or materials that are timeless are synonymous with quality.

首先，我認(rèn)為產(chǎn)品中不會(huì)隨時(shí)間改變或過時(shí)的元素決定了產(chǎn)品品質(zhì)。例如，任何能經(jīng)受住時(shí)間考驗(yàn)的表面或材料都是品質(zhì)的代名詞。

Then technological standards are an important quality parameter. Take the example of mobile phones, we’re all used to taking the latest generation phones as the technological standard to measure everything against, even when looking at completely different sectors, so anything that falls below that technological standard is automatically seen as of lesser quality. 

其次，技術(shù)標(biāo)準(zhǔn)也是重要的品質(zhì)參數(shù)。以手機(jī)為例，我們都習(xí)慣于把最新一代的手機(jī)作為技術(shù)標(biāo)準(zhǔn)，任何低于該技術(shù)標(biāo)準(zhǔn)的產(chǎn)品都被視為品質(zhì)不佳，即便衡量的是完全不同領(lǐng)域的產(chǎn)品。 

Once again, I would emphasis the importance of authenticity of materials. The consumer does not want to see that there is something of lesser quality behind what they see on the surface. For example, a visibly low-quality coating assuming the appearance of a higher quality material lowers quality perception even if the part is wholly functional.

此外，我想再次強(qiáng)調(diào)真材實(shí)料的重要性。消費(fèi)者不希望在產(chǎn)品光鮮表面之下，隱藏著品質(zhì)較差的材料。如果產(chǎn)品表面用明顯的劣質(zhì)涂層來冒充優(yōu)質(zhì)材料，即便它功能完好，消費(fèi)者的品質(zhì)感知也會(huì)降低。

Another element I think is important is the way the product works once you move beyond its appearance. Once the user starts to interact with the product, makes demands on it, it has to prove its quality through intuitiveness and ease of use, the impossibility of using it incorrectly. These elements derive from high-level design as an investment in true quality.

另一個(gè)重要的品質(zhì)參數(shù)是產(chǎn)品的運(yùn)作方式，它與外觀無關(guān)。當(dāng)用戶開始與產(chǎn)品互動(dòng)并對(duì)產(chǎn)品提出要求，直觀易用便成為了品質(zhì)的體現(xiàn)。人人都能正確使用的才是高品質(zhì)產(chǎn)品。要實(shí)現(xiàn)這一點(diǎn)，離不開高水平的設(shè)計(jì)，這是對(duì)品質(zhì)的真正投資。

Does the industry constantly have to introduce advanced and innovative technological functions, or is it enough to have technology that ‘does the job’?

行業(yè)是需要持續(xù)引進(jìn)前沿創(chuàng)新技術(shù)，還是擁有能實(shí)現(xiàn)功能的技術(shù)就足夠了?

No, there isn’t a direct connection between the technological level and perceived quality. In fact when introducing new technologies, companies must remember that today people are used to rapid technological advances, and most are not early adaptors. There’s an awareness among consumers that in the early stages of new technological solutions there will be a phase of adaption and consolidation before they stabilise. Even with products employing very simple technology, it’s possible to evoke high levels of perceived quality.

不需要。技術(shù)水平與感知品質(zhì)之間沒有直接聯(lián)系。企業(yè)在引進(jìn)新技術(shù)時(shí)務(wù)必牢記，如今的消費(fèi)者早已習(xí)慣于技術(shù)的快速進(jìn)步，但大多數(shù)人并不愿意做“第一個(gè)吃螃蟹的人”。消費(fèi)者普遍認(rèn)為，新技術(shù)解決方案推出后，要經(jīng)歷一段時(shí)間的調(diào)試才會(huì)穩(wěn)定下來。其實(shí)，采用簡單技術(shù)的產(chǎn)品也能夠帶來較高的感知品質(zhì)。

Can the topic of environment impact on quality? I’m thinking of a refrigerator that uses less energy, or environment sensitive production processes, or recyclable materials: are these elements of quality, or is that for the future?

環(huán)境問題對(duì)品質(zhì)是否有影響?低能耗、采用環(huán)境敏感生產(chǎn)工藝或可回收材料制成的冰箱是否品質(zhì)更高?它們是否代表未來趨勢(shì)?

Yes, I think all these factors are seen as a plus. They give the idea that the product design goes above and beyond simple functionality. In general, we are still in a phase where sustainability in industry is often just greenwashing and has little substance, so when a consumer does find real substance around environmental sustainability, they take note. Where a refrigerator truly uses less energy, this is a guarantee of quality because it’s verifiable.

是的，我認(rèn)為這些都是品質(zhì)的加分項(xiàng)，能令消費(fèi)者感到這款產(chǎn)品的設(shè)計(jì)并不局限于功能性。工業(yè)領(lǐng)域的可持續(xù)發(fā)展大體上還處于“喊口號(hào)”階段，很少落在實(shí)處。因此，真正可持續(xù)的產(chǎn)品會(huì)令消費(fèi)者眼前一亮。一款冰箱如果經(jīng)驗(yàn)證確實(shí)做到了節(jié)能，那便會(huì)成為品質(zhì)的代名詞。

In fact, the home appliance sector is perhaps more mature in this regard, because energy labelling and so on is already well established, whereas for most other products, even if they are innovative, environmental concerns tend to be secondary. When we see advanced environmental credentials on a product, we are aware that it has been developed with a 360° perspective as a choice, and not just because of regulatory requirements, even when that choice may involve higher design and production costs.

其實(shí)，隨著能效標(biāo)識(shí)等標(biāo)準(zhǔn)的普及，家電在環(huán)保方面已逐漸成熟。但在其他大多數(shù)領(lǐng)域，即便是最具創(chuàng)新的產(chǎn)品，也往往并不高度重視環(huán)保。如果一款產(chǎn)品帶有權(quán)威環(huán)保認(rèn)證，則意味著其制造商擁有前瞻全面的生產(chǎn)愿景，不惜因此承擔(dān)更高的設(shè)計(jì)和生產(chǎn)成本，而不只是想著符合監(jiān)管要求。

What are the tools, methodologies and processes that companies today have at their disposal to guarantee improved quality?

目前，企業(yè)可以利用哪些工具、方法和流程來提升產(chǎn)品品質(zhì)?

There are too many quality measurement tools to mention here, spanning those used in traceability of raw materials, through design to all the production processes. During production, quality interventions should be as simplified as possible, and not add further complications by generating reams of paper. For the consumer, they should result in a product that is easy to use, reducing variability and the chance of human error.

可用的品質(zhì)測(cè)量工具很多，涵蓋原材料追溯、設(shè)計(jì)到生產(chǎn)流程的各個(gè)環(huán)節(jié)。在生產(chǎn)過程中，應(yīng)盡可能簡化品質(zhì)干預(yù)，避免使用成堆的紙質(zhì)文件來增加復(fù)雜性。品質(zhì)干預(yù)的目的是使產(chǎn)品易于消費(fèi)者使用，減少不可控因素和人為失誤出現(xiàn)的幾率。

What are future trends in quality? 

未來的品質(zhì)趨勢(shì)是什么? 

One concrete trend that I see is the move to digitalisation which is also reaching into quality processes, for example the use of Artificial Intelligence and other advanced digital systems to do quality control work. This really does simplify and speed up processes, and lowers costs for the company by reducing the need to go back and correct errors.

品質(zhì)流程也將邁向數(shù)字化，例如使用人工智能和其他先進(jìn)的數(shù)字系統(tǒng)來控制品質(zhì)。這有助于簡化并加速流程，降低回溯錯(cuò)誤和糾錯(cuò)的成本。

And in the future what will be perceived as quality?

未來，品質(zhì)感知等同于什么?

I come back to the idea of perceived quality within a high level of industrialisation, where value is added by the consumer being very aware of the intellectual groundwork and expertise that has gone into the development of the product. For example, we have recently been looking at the refrigeration sector and the making of ice-cream.

在高度工業(yè)化的背景下，產(chǎn)品開發(fā)過程中的巧思用心和專業(yè)知識(shí)是消費(fèi)者品質(zhì)感知的重點(diǎn)，也是產(chǎn)品價(jià)值的體現(xiàn)。我們近來一直在關(guān)注冰淇淋制作。

This does not mean making it at the artisan level, but it still brings in added quality perception because there has been a deep dive into what ice-cream making involves, which characteristics of the process and end-product we should retain, really focusing on what the consumer wants and how to achieve what they perceive as quality.

匠心級(jí)的冰淇淋的確能帶來較好的品質(zhì)感知，但這并非品質(zhì)的唯一標(biāo)準(zhǔn)。我們深入研究了冰淇淋的制作過程，真正從消費(fèi)者的角度看待他們的需求和對(duì)品質(zhì)的感知，從而決定應(yīng)保留哪些工藝和產(chǎn)品特征。

So while of course a certain focus will always be toward the competitive needs of the market through constant controls of the industrialisation processes and balancing costs, this will be secondary to generating value through close examination and implementation of what consumers want.

關(guān)注市場上的競爭需求，不斷平衡工藝和成本固然重要，但更重要的是密切關(guān)注并滿足消費(fèi)者需求，進(jìn)而創(chuàng)造價(jià)值。

Are there any final points you would like to make about quality?

關(guān)于品質(zhì)，您還有什么想分享的嗎?

Well, I’d like to underline that for me quality always means a realistic compromise between a series of parameters such as the consumer’s perceived quality, the production cost, the environmental cost, the visible brand value. Different parties have different expectations. Procurement will want to pay the minimum for materials and receive those materials rapidly and cost-effectively. Designers may want to use costly materials and parts while these may not add value for the brand in increased consumer quality perception. Manufacturers have to balance the cost of meeting regulatory environment requirements with production costs. The consumer will want an efficient product that lasts, looks good and meets their price expectations. All these elements and more must be balanced for a relative and realistic quality solution.

我始終認(rèn)為品質(zhì)是消費(fèi)者感知品質(zhì)、生產(chǎn)成本、環(huán)境成本、顯性品牌價(jià)值等一系列參數(shù)之間相互妥協(xié)的結(jié)果。不同參與方的期望各不相同。采購人員希望采購成本低、交付快的材料。設(shè)計(jì)師希望使用昂貴的材料和配件，哪怕這可能無益于消費(fèi)者品質(zhì)感知和品牌價(jià)值的提升。制造商必須在環(huán)境合規(guī)要求和生產(chǎn)成本之間取得平衡。消費(fèi)者希望產(chǎn)品耐用、美觀且實(shí)惠。只有平衡所有因素，才能找到最可行且相對(duì)最優(yōu)的品質(zhì)解決方案。