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May4,2013ThinkingAgain…TheFutureofCoffeePodMachinesAnalystInsightbyLorenzaDella-Santa,SeniorAnalyst-ConsumerAppliances,EuromonitorInternationalLastOctoberIexploredthestrikingdifferencesbetweenconsumptionofcoffeepodsandfreshcoffeeinWesternEuropeandtheUS,andwhatthatmeantforfuturesalesofcoffeemachines.Icametotheconclusionthat“…perhapsbyinvestingmoreinopencoffeebrewingsystems,manufacturerscouldfavourwithconsumerswhomightbewillingtospendmoreforacoffeemachinethatoffersthemfreechoiceratherthanbeingtiedtoabrandforlife’.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”。Itmightbetimetothinkagain…它可能是时候再想想…TheexclusivecapsulesystembehindthefortunesofNespressocouldsoonlosethemeansofdefendingitsincrediblysuccessfulmodel.Thepatentonitshardpodcoffeemachineshasbeeninfringed,legally,bythesmallBritishcompany,Dualit,whichisnowallowedtosellcoffeepodscompatiblewithNespressomachinesintheUK.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。WhilethismaybeablowforNespresso’ssalesofcoffeepods,whosesuccesswasbasedontheexclusivityofthepatentedsystem,itcouldmeanmorebusinessforcoffeemachinemanufacturers,whocombinedsoldover3.5millionNespressomachinesin2012.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。Itstooearlytosayforsure,butbylosingitsexclusivity,Nespressocouldpotentiallybecomeanopensystem,encouragingconsumerswhoprefermoreexclusivecoffeebrandstonowconsidertheNespressomachineasaviableoption.UntilnowiconiccoffeebrandssuchasIllyandLavazzahavedevelopedtheirownbrewingsystems,butwithdisappointingresults.Nespressomachinesaremarketedasbestinclasscoffeemakers,andconsumersmaynowbeabletousebestinclasscoffeeinthem.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。Myoriginalthinkingwasthatasconsumersbecomemorepromiscuouswiththeircoffee,astheyareinWesternEurope,premiumopensystemswouldbenefitattheexpenseofrestrictiveclosedsystemslikeNespresso.Ifthatsystemisnolongerclosed,however,itonceagainbecomesastrongcontenderforconsumersweighinguptheprosandconsofdifferentcoffeemachines.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。Soearlyafterthecourtrulingtherearestillmanyunknowns.Willthisprecedentbethecatalystforfurtherchallengesaroundtheworld?HowwillNespressoreactandhowhardwillitfighttoprotecttheclosednatureofitssystem?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?WhileNespressocouldsoonfacethechallengeofconvincingconsumersthatitspodscontainthebestcoffee,forthelicenseeswhomanufacturetheactualmachines,suchasDe’Longhi,GroupeSEBandMagimix,thisdevelopmentcouldbeseenasaboon.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。IfYouThinkThattheFutureofCoffeeMachinesisAllPods,ThinkAgain(PublishedOctober2012)如果你认为,未来的咖啡机都是豆荚,再想想(2012年10月出版)Therearemanyuntappedopportunitiesintheglobalcoffeemachinemarket,andtheyarenotjustinpodformats.True,podsaredrivingsalesinNorthAmerica,theworld’sbiggestcoffeemachinemarketandalsothemostdynamic.Hereoverallvolumesalesofcoffeemachinesareforecasttoexpandbyanadditional6millionunitsannuallyby2017.Incontext,thisissixtimesbiggerthantheabsolutegrowthexpectedinWesternEurope.有许多未开发的机会在全球咖啡机市场,他们不仅仅是在pod格式。真的,豆荚推动销售在北美,世界最大的咖啡机市场,也是最动态。这里的咖啡机整体销量预计将增加额外的600万到2017年每年的单位。在上下文,这是六倍的绝对增长预期在西欧。BehindthisphenomenalgrowthinNorthAmericaliesthesuccessofhardpodcoffeemachineswhich,accordingtonewdatafromEuromonitorInternational,aresettobecomethepreferredformatby2014,overtakingcheaperandtraditionallymorepopularfiltercoffeemodels.这种显著的增长背后在北美是成功的硬荚咖啡机,根据新数据从欧睿国际将成为首选的格式到2014年,超车便宜,传统上更受欢迎的过滤咖啡模型。WesternEurope:penchantforpremium西欧:喜欢溢价DoesthismeanthatWesternEuropehasrunoutofsteam?Farfromit.InfactwhileWesternEuropeanconsumersareexpectedtobuyfewercoffeemachinesinthemid-term,whentheydo,theywillspendfarmorepermachinethananyoneelse.这是否意味着西方欧洲已经失去动力?远离它。事实上虽然西欧消费者预计会少买咖啡机在中期,当他们这样做,他们将花费比别人更多的每台机器。Thestandardcoffeemachinemarket,whichincludesallstandardbrewingsystems(espresso,filter,percolatorsandcombinationcoffeemachines)isworthoverUS$2billioninWesternEurope,almostdoublethatofNorthAmerica.IntheoldcontinentconsumersspendanaverageofUS$144onastandardcoffeemachine,inNorthAmericait’sjustUS$42.标准的咖啡机市场,其中包括所有的标准酿造系统(浓缩、过滤、percolators和组合咖啡机)是价值超过20亿美元在西欧,北美的近一倍。在旧大陆消费者平均花费144美元在一个标准的咖啡机,在北美这只是我们42美元。StandardCoffeeMachineSales,USandWesternEurope,2012-2017（美国和西欧咖啡机销量及销售额，请确定单位是什么意思，百度翻译一下）Source:EuromonitorInternationalThatWesternEuropeansarepreparedtoinvestintheircoffeemachinesdoesnotcomeasasurprisesincetheyalsospendthemostonfreshgroundcoffeeglobally.WeestimatethatinWesternEuropeconsumerswillbespendinganextraUS$2.2billion（22亿美元）annuallyinfreshcoffeeinthenextfiveyears.Come2017theregionalmarketwillbeworthUS$19.6（196亿美元）billion,thesizeofNorthandLatinAmericacombined.Andtheyarewillingtopayapremiumtoprepareitproperly.西方欧洲人准备投资于他们的咖啡机也不