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A Cup of Coffee, A Lifestyle
一杯咖啡，一種生活
The current recession may be most serious since the 1930s, but these are boom times at Nespresso — the seemingly omnipresent brand of coffee and coffee makers owned by the Swiss food giant Nestle.
這次經(jīng)濟(jì)衰退可能是上個(gè)世紀(jì)30年代經(jīng)濟(jì)大蕭條之后最嚴(yán)重的一次了，但是同時(shí)也是Nespresso咖啡的蒸蒸日上的時(shí)期一這個(gè)隸屬瑞士食品大亨雀巢的咖啡品牌幾乎無(wú)所不在。
Presenting its 2008 earnings, Nestle said sales of Nespresso products grew 30 percent in 2008， taking annual revenue past its goal of 2 billion Swiss francs, two years ahead of schedule.
以該公司在2008年的收入為例，雀巢表示Nespresso在2008年的產(chǎn)品銷(xiāo)售上升了30個(gè)百分點(diǎn)，年收入超過(guò)了預(yù)計(jì)的20億瑞士法郎的目標(biāo)，比原計(jì)劃提前2年達(dá)到目標(biāo)。
Though it represents about 5 percent of overall Nestle sales of 110 billion francs, Nespresso is now the fastest growing among the most important brands at a company that owns household names like Perrier water, Maggi sauce, Felix cat food and，of course, Nestle chocolate.
盡管只占到雀巢產(chǎn)品1100億法郎銷(xiāo)售額的5%，Nespresso現(xiàn)在在所有家喻戶(hù)曉的品牌中發(fā)展最為迅速。這些品牌包括沛綠雅礦泉水、美極醬油、菲利克斯貓食，當(dāng)然還有雀巢巧克力。
Nespresso's chief executive, Richard Girardot, was low key about his division’s performance. "These are pleasing results, especially given the overall economic situation," he said.
Nespresso的總裁理査德·希拉多特對(duì)自己部門(mén)的表現(xiàn)顯得非常低調(diào)。他說(shuō)：“這些結(jié)果很讓人滿(mǎn)意，特別是在這樣的經(jīng)濟(jì)全局環(huán)境中。”
While Starbucks usually gets credit for standardizing coffeehouse culture and taking it around the world, Nespresso is credited with standardizing premium coffee in the workplace and at home through its pod machine, which brews a cup at a time from small aluminum capsules that hold just enough grounds for a serving.
當(dāng)星巴克開(kāi)始以標(biāo)準(zhǔn)的咖啡館文化為人所稱(chēng)道并且將其推向全球的時(shí)候，Nespresso則以通過(guò)使用他們的圓磨咖啡機(jī)能在工作場(chǎng)所和自家享受到優(yōu)質(zhì)咖啡為人所贊揚(yáng)，只要將鋁制膠囊里的咖啡粉加到咖啡機(jī)里，就可以享受到一杯咖啡了。
Nestle probably did not invent the idea of the pod — the Italian coffee maker Illy claims that. But it parlayed it into a global marketing phenomenon.
意大利的咖啡制造商Illy表示：關(guān)于銷(xiāo)售咖啡豆的點(diǎn)子，可能并非是雀巢自己想出來(lái)的。但是雀巢卻將其發(fā)揚(yáng)光大并且使其發(fā)展成全球性營(yíng)銷(xiāo)現(xiàn)象。
The brand is distributed in 50 countries and employs more than 2,500 worldwide. Most sales come from Europe, but it is also available in Latin America and North America and has made inroads in traditional tea markets like Asia.
該品牌的產(chǎn)品在全球50多個(gè)國(guó)家有售，并且在全球范圍內(nèi)擁有超過(guò)2500名員工。大部分的銷(xiāo)售額都是來(lái)自歐洲，但是在拉丁美洲和北美洲也可以購(gòu)買(mǎi)到他們的產(chǎn)品，它們甚至對(duì)亞洲的傳統(tǒng)茶市場(chǎng)也造成了沖擊。
Nespresso now has about 175 boutique storefronts where customers can buy machines, capsules and accessories, sip coffee and taste the lifestyle.
Nespresso現(xiàn)在擁有175家精裝店面。在這些店鋪里顧客可以購(gòu)買(mǎi)咖啡機(jī)、膠囊容器和其他的周邊產(chǎn)品，也可以一邊啜飲咖啡一邊品味這種精致生活方式。
And that lifestyle does not come cheap. The coffee machines, which are co-branded, range from basic models by Krups and Magimix, which cost 149 euros ($189) at the Paris store, to a deluxe Miele digital model at 1,849 euros, not including installation.
不過(guò)這種生活方式可不便宜。咖啡機(jī)是合資生產(chǎn)，價(jià)格也各不相同，在巴黎門(mén)店中最基本的Krups和Magimix咖啡機(jī)售價(jià)為149歐元(折合189美元），豪華版的Miele數(shù)碼咖啡機(jī)售價(jià)為1849歐元，還不包括安裝費(fèi)用。
The makers keep the profit from the machines. Nespresso sells the coffee pods, which are available only through Nespresso boutiques, online and by telephone. It charges around 45 cents to 50 cents for each capsule, which contains 5.5 grams to 7 grams of coffee. That price is seven to eight times the price of Colombian ground coffee in French supermarkets.
制造商可以從銷(xiāo)售咖啡機(jī)中獲利。Nespresso還出售咖啡豆，并且只能在他們的店面購(gòu)買(mǎi)或是通過(guò)網(wǎng)絡(luò)和電話(huà)訂購(gòu)購(gòu)買(mǎi)。每個(gè)膠囊售價(jià)45—50美分,能夠分 別盛載5.5—7克的咖啡。這個(gè)價(jià)格是法國(guó)超市里哥倫比亞研磨咖啡價(jià)格的7—8倍。
In the heart of Nespresso's flagship Paris store on the Champselysees, there was a sense of restlessness on a recent afternoon. The lines, six or seven deep at five cash registers, were not moving fast enough for customers eager to replenish their coffee capsules.
在位于法國(guó)香榭麗舍大道的Nespresso旗艦店里，最近的一個(gè)下午那里滿(mǎn)是一派熙熙攘攘的景象。大概只能容納6—7人的5個(gè)收銀通道，對(duì)那些急于為他們的膠囊續(xù)杯的顧客來(lái)說(shuō)隊(duì)伍移動(dòng)得還不夠快。
While strong in Europe, Nespresso has not done as well in the United States，where Senseo is the market leader with 44 percent of pod sales. Nespresso went into that market quietly in 1993，seven years after it started in Switzerland.
雖然在歐洲銷(xiāo)售強(qiáng)勁，但是Nespresso在美國(guó)的表現(xiàn)則差強(qiáng)人意，沁心濃咖啡以占市場(chǎng)咖啡豆總銷(xiāo)售量44%的銷(xiāo)售額成為該地區(qū)的領(lǐng)軍品牌。在瑞士開(kāi)創(chuàng)品牌后的第七年，Nespresso在1993年默默地進(jìn)人了市場(chǎng)。
But marketing experts also note that the company is selling not just coffee, but also aspiration: buy the product, taste the lifestyle. It does this in obvious and subtle ways, from calling its specialty coffee blends "grand cru" to sponsoring elite events like America’s Cup yachting, the French Open tennis tournament and the Cannes Film festival-and, through the use of George Clooney as a spokesman.
不過(guò)營(yíng)銷(xiāo)專(zhuān)家同時(shí)也注意到這家公司不僅僅只是在銷(xiāo)售咖啡，而是也銷(xiāo)售著渴望：購(gòu)買(mǎi)他們的產(chǎn)品，享受他們的生活方式。這種營(yíng)銷(xiāo)概念在大張旗鼓地宣傳的同時(shí)也在潛移默化地進(jìn)行著，從稱(chēng)呼他們特有的混合咖啡“葡萄莊園”到贊助了一些精英界的活動(dòng)，例如美國(guó)杯帆船賽，還有法國(guó)網(wǎng)球公開(kāi)賽和戛納電影節(jié)——甚至還聘請(qǐng)了喬治·克魯尼擔(dān)任形象代言人。
