欧睿咖啡机市场报告(主要针对美国和西欧)英文版

May 4, 2013

Thinking Again… The Future of Coffee Pod Machines

Analyst Insight by Lorenza Della-Santa, Senior Analyst - Consumer Appliances, Euromonitor International

Last October I explored the striking differences between consumption of coffee pods and fresh coffee in Western Europe and the US, and what that meant for future sales of coffee machines. I came to the conclusion that “…perhaps by investing more in open coffee brewing systems, manufacturers could favour with consumers who might be willing to spend more for a coffee machine that offers them free choice rather than being tied to a brand for life’.

去年十月我探索的惊人差异,消费咖啡荚和新鲜的咖啡在西欧和美国,这意味着什么对未来

销售的咖啡机。我得出的结论是,“…也许通过更多地投资开放的咖啡酿造系统,制造商可以支持与消费者可能愿意花更多钱在一个咖啡机,让他们自由选择,而不是被绑定到一个品牌的

生命”。

It might be time to think again…

它可能是时候再想想…

The exclusive capsule system behind the fortunes of Nespresso could soon lose the means of defending its incredibly successful model. The patent on its hard pod coffee machines has been infringed, legally, by the small British company, Dualit, which is now allowed to sell coffee pods compatible with Nespresso machines in the UK.

独家胶囊系统背后的财富可能很快失去意味着雀巢捍卫自己的令人难以置信的成功模型。专利在其硬荚咖啡机已被侵犯,法律,由小英国公司,Dualit,现在允许出售咖啡荚兼容雀巢机器

在英国。

While this may be a blow for Nespresso’s sales of coffee pods, whose success was based on the exclusivity of the patented system, it could mean

more business for coffee machine manufacturers, who combined sold over 3.5 million Nespresso machines in 2012.

虽然这可能是一个打击,雀巢的咖啡荚的销售,他的成功是基于专利系统的独特性,它可能意

味着更多的生意,他们结合的咖啡机制造商售出350万多2012年雀巢的机器。

Its too early to say for sure, but by losing its exclusivity, Nespresso could potentially become an open system, encouraging consumers who prefer more exclusive coffee brands to now consider the Nespresso machine as a viable option. Until now iconic coffee brands such as Illy and Lavazza have developed their own brewing systems, but with disappointing results. Nespresso machines are marketed as best in class coffee makers, and consumers may now be able to use best in class coffee in them.

它肯定还为时过早,但失去它的排他性,雀巢可能会成为一个开放的系统,鼓励消费者喜欢更

独家咖啡品牌现在考虑胶囊咖啡机作为一个可行的选择。直到现在标志性的咖啡品牌,如不善地和Lavazza已开发出自己的酿造系统,但令人失望的结果。雀巢的机器被当做最好的在课堂上咖啡生产商和消费者现在可能可以使用一流的咖啡在他们。

My original thinking was that as consumers become more promiscuous with their coffee, as they are in Western Europe, premium open systems would benefit at the expense of restrictive closed systems like Nespresso. If that system is no longer closed, however, it once again becomes a strong contender for consumers weighing up the pros and cons of different coffee machines.

我最初的想法是,当消费者更滥交和咖啡,因为它们是在西欧,溢价开放系统将有利于以牺牲

限制性的封闭系统像雀巢。如果这个系统不再是封闭的,然而,它再次成为一个强有力的竞争者消费者权衡利弊不同的咖啡机。

So early after the court ruling there are still many unknowns. Will this precedent be the catalyst for further challenges around the world? How will Nespresso react and how hard will it fight to protect the closed nature of its system?

所以早期的法庭裁决后,仍有许多未解之谜。将这个先例成为催化剂进一步挑战世界各地吗?雀巢将如何反应,会有多难战斗来保护封闭特性的系统?

While Nespresso could soon face the challenge of convincing consumers that its pods contain the best coffee, for the licensees who manufacture the actual machines, such as De’Longhi, Groupe SEB and Magimix, this development could be seen as a boon.

而雀巢可能很快面临的挑战是,说服消费者,其荚含有最好的咖啡,对被许可人生产实际的机器,如德'Longhi,SEB集团和Magimix,这种发展可以被看作是一个恩赐。