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The following year, 1976, Nestle filed its first patent for a single-serve coffee system.
第二年，也就是1976年，雀巢為單杯咖啡系統(tǒng)申請了第一項(xiàng)專利。
“Favre is one of those people who pop up in history and do great things,”
“法弗爾是那些突然出現(xiàn)在歷史上并做出偉大成就的人之一?！?/div>
Marco Restelli, Nespresso’s head of product and development, told me at Nespresso’s offices in Lausanne.
在雀巢公司位于洛桑的辦公室里，膠囊咖啡機(jī)產(chǎn)品和開發(fā)部門的負(fù)責(zé)人馬爾科·瑞思特里告訴我。
“OK, it’s not Einstein, but what he achieved within kitchen appliances will stay with us for a long time.”
“他不是愛因斯坦式的人物，但是他在廚房用具方面取得的成就會陪伴我們很長時(shí)間?！?/div>
Today, some 14bn Nespresso capsules are sold every year, both online and from 810 brightly lit boutiques in 84 countries.
現(xiàn)在，雀巢膠囊咖啡機(jī)每年的銷量大約是140億臺，網(wǎng)上和84個(gè)國家的810個(gè)燈火通明的精品店都有銷售。
More than 400 Nespressos are drunk every second. Hundreds of rivals and imitators have emerged,
每秒有超過400杯雀巢膠囊咖啡被喝掉。數(shù)百家競爭對手和模仿者都已出現(xiàn)，
some making capsules for Nespresso machines, others pushing competitor systems.
有些為雀巢制作膠囊咖啡機(jī)，其他人則推廣競爭對手的咖啡機(jī)。
The firm employs more than 13,000 people and the Nespresso magazine,
雀巢公司雇傭了超過13000名員工，而且雀巢雜志的發(fā)行量超過200萬本。
which the company has referred to as a “bi-annual pleasure guide”, has a circulation of more than 2m.
雀巢將該雜志稱為“一年兩次的快樂指南”。
In 2013, the most recent year it released figures, Nespresso’s revenues totalled $10.8bn.
雀巢最近一次公布收入是在2013年，那年咖啡機(jī)收入總計(jì)達(dá)108億美元。
Its success has provided its public face, the actor George Clooney, with the means to maintain a private satellite over Sudan.
雀巢的成功使它的代言人喬治·克魯尼可以在蘇丹上空布置一顆人造衛(wèi)星。
For a certain kind of business traveller, the sight of a little Nespresso pod in a drawer by the minibar has become as familiar as a Gideon Bible.
對于某些商務(wù)旅行者來說，小冰箱抽屜里的膠囊咖啡機(jī)就像基甸的圣經(jīng)一樣熟悉。
Buying a machine grants you membership of the Nespresso Club, literally, and also membership of the Nespresso club, metaphorically –
買一個(gè)咖啡機(jī)就能成為雀巢俱樂部的字面意義上的會員，還能成為俱樂部實(shí)際意義上的會員，
a global fellowship of people who care enough about their morning brew to spend 40 or 50p on 5 grams of it,
這是一個(gè)全球性的協(xié)會，會員都是非常關(guān)心自己早晨的咖啡，愿意花40到50便士買5克咖啡的人，
but not enough to spend more than 30 seconds preparing it.
但不愿意花超過30秒的時(shí)間準(zhǔn)備它。
In their homes, the distinctive hum, whirr and clunk of a machine in action has taken its place alongside the churn of a dishwasher.
在他們家里，咖啡機(jī)運(yùn)轉(zhuǎn)時(shí)特有的嗡嗡聲、轉(zhuǎn)動聲和哐當(dāng)聲已經(jīng)取代了洗碗機(jī)的攪拌聲。
“If Nespresso had been a startup from Silicon Valley, everyone would be hailing them,”
如果雀巢是從硅谷起家的，每個(gè)人都會為其叫好?！?/div>
says Rory Sutherland, the vice-chair of the advertising agency Ogilvy, who owns three Nespresso machines. “They’re like a Swiss Apple.”
擁有三臺雀巢咖啡機(jī)的廣告公司奧美副總裁羅里·薩瑟蘭說?！八鼈兙拖袢鹗康奶O果。”
Thirty years after its first successes, Nespresso has scale, experience and buying power that no other premium coffee company can match.
雀巢咖啡機(jī)在其取得首次成功三十年后，在規(guī)模、經(jīng)驗(yàn)和購買力方面都是其他優(yōu)質(zhì)咖啡公司無法比擬的。
But increasingly it finds itself threatened from below by its rivals’ cheaper capsules, and from above by fussier coffee enthusiasts.
但是它越來越多地發(fā)現(xiàn)，自己正遭受到下面競爭對手便宜咖啡機(jī)和上面挑剔的咖啡愛好者的威脅。
The more scrutiny Nespresso has attracted, the tighter it has drawn the curtains.
雀巢咖啡機(jī)受到的關(guān)注越多，它就會藏得越深。
It no longer releases figures about its sales or revenues, with its results buried in the overall Nestle reports.
該公司不再發(fā)布有關(guān)其銷售或收入的數(shù)據(jù)，而是將其業(yè)績隱藏在雀巢的整體報(bào)告中。
James Hoffman, the author of the World Atlas of Coffee, describes Nespresso as “a black box of a company”.
《世界咖啡地圖集》的作者詹姆斯·霍夫曼把雀巢膠囊咖啡機(jī)形容為“公司的黑匣子”。
| 重點(diǎn)單詞 | 查看全部解釋 | |||
| overall | [əuvə'rɔ:l] |
想一想再看 adj. 全部的，全體的，一切在內(nèi)的 |
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| fellowship | ['feləuʃip] |
想一想再看 n. 友誼，團(tuán)體，會員資格，獎學(xué)金 |
||
| pod | [pɔd] |
想一想再看 n. 豆莢 v. 剝掉(豆莢) |
聯(lián)想記憶 | |
| circulation | [.sə:kju'leiʃən] |
想一想再看 n. 流通，循環(huán)，發(fā)行量，消息傳播 |
聯(lián)想記憶 | |
| global | ['gləubəl] |
想一想再看 adj. 全球性的，全世界的，球狀的，全局的 |
聯(lián)想記憶 | |
| drawer | ['drɔ:ə] |
想一想再看 n. 抽屜，拖曳者，制圖員，開票人 |
聯(lián)想記憶 | |
| hum | [hʌm] |
想一想再看 n. 嗡嗡聲，哼聲，雜聲 |
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| kitchen | ['kitʃin] |
想一想再看 n. 廚房，(全套)炊具，灶間 |
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| certain | ['sə:tn] |
想一想再看 adj. 確定的，必然的，特定的 |
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| distinctive | [di'stiŋktiv] |
想一想再看 adj. 獨(dú)特的 |
聯(lián)想記憶 |
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