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When Nespresso was finally launched in 1986, it seemed like the sceptics had been right all along.
最終，雀巢在1986年推出了膠囊咖啡機(jī)，而懷疑論者似乎一直是對的。
The first models were designed to resemble traditional espresso machines, bigger and clunkier than the sleek designs available today,
首批樣式是按照傳統(tǒng)咖啡機(jī)設(shè)計(jì)的，它們要比現(xiàn)在設(shè)計(jì)優(yōu)美的咖啡機(jī)更大，更笨重。
and only four types of capsule were available, offering various strengths of coffee.
而且只有四種膠囊可用，提供不同口味的咖啡。
Pitched to businesses in Switzerland and Japan, for offices without enough space for a full-size coffee machine, Nespresso failed to find many takers.
該咖啡機(jī)面向的是瑞士和日本的商業(yè)人士，針對那些沒有足夠空間放置一個全尺寸的咖啡機(jī)的辦公室，但并沒有很多人購買。
In 1988, in a bid to rescue the product, Nestle brought in Gaillard, a tobacco man who had created the clothing brand Marlboro Classics when he worked at Philip Morris.
1998年，為了拯救這個產(chǎn)品，雀巢請來了蓋拉德，他在菲利普·莫里斯公司工作時創(chuàng)立了服裝品牌萬寶路。
Gaillard would work alongside Favre, but his brief was clear: if he couldn’t turn the ship around, it would be sunk.
蓋拉德將和法夫爾一起工作，但是他的陳述很清楚：如果他不能拯救這個產(chǎn)品，它就會徹底失敗。
“At the original launch the product was wrong, the positioning was wrong and the targeting was wrong,” Gaillard told me.
蓋拉德告訴我，“最初發(fā)布的產(chǎn)品是錯誤的，定位和目標(biāo)都是錯誤的。”
“It had cost a lot of money and brought nothing.”
“它耗費(fèi)了很多錢，卻一無所獲。”
Under Gaillard, Nespresso would be transformed from an office coffee company into a luxury brand,
在蓋拉德的領(lǐng)導(dǎo)下，奈斯派索將從一家辦公室咖啡公司轉(zhuǎn)變?yōu)橐粋€奢侈品牌，
the look and feel of which would be as much a part of the product as the beans themselves.
它的外觀和感覺會和咖啡豆一樣成為產(chǎn)品的一部分。
“I wanted to create the Chanel of coffee, and decided to keep it chic and bobo,” he said in a 2010 interview.
他在2010年的一個采訪中表示，“我想要創(chuàng)造出咖啡中的香奈爾，決定讓它保持時尚和波波族的風(fēng)格。”
The idea was to keep it to “the level of people who have a doorman”.
這個理念就是讓它達(dá)到“擁有門衛(wèi)的人群的水平”。
He told me he took inspiration from the wine industry.
他告訴我，他從葡萄酒行業(yè)獲得了靈感。
“The coffee was good and easy to make, but how do you spread the luxury feel?”
“咖啡很棒，制作也簡單，但是你如何傳達(dá)一種奢侈的感覺呢？”
Where Favre and his team had focused on technical questions –
法夫爾和他的團(tuán)隊(duì)集中關(guān)注著技術(shù)問題，
not least how to miniaturise a system that usually took up several feet of bar space and required a skilled operator – Gaillard worried about everything else.
尤其是如何將一個通常占據(jù)幾英尺酒吧空間、需要熟練操作的系統(tǒng)小型化——蓋拉德?lián)牡氖瞧渌磺小?/div>
He cut the price of the machines and licensed them to third parties.
他降低了機(jī)器的價格，并授權(quán)給第三方使用。
The first home machines had been made with one firm, Turmix. Later, you could buy a Krupps or Alessi Nespresso machine.
第一批家用咖啡機(jī)是由Turmix公司制造的。之后，你可以購買由克虜伯或艾烈希制造的雀巢咖啡機(jī)。
These brand associations gave Nespresso familiarity in local markets, and encouraged fancy shops such as Harrods to stock them.
奈斯派索與這些品牌的關(guān)系讓其在當(dāng)?shù)厥袌鰹槿怂煜ぃ偈瓜窆_茲這樣的高檔商店進(jìn)貨。
Gaillard also overhauled the capsules, reducing the aluminium content and putting up the price by 50%.
蓋拉德也徹底改革了咖啡膠囊，減少它的鋁含量，并把價格提高了50%。
Most importantly, he began marketing Nespresso to individual consumers, rather than to businesses, through the new Club Nespresso.
最重要的是，他開始通過奈斯派索新俱樂部向個人消費(fèi)者銷售咖啡機(jī)，而不是企業(yè)。
It was no longer just a better coffee for your office – it was a way of life.
它不再僅僅是辦公室里更好的咖啡，它是一種生活方式。
