4.1.4

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'21'

'把咖啡當紅酒對待，雀巢擊敗星巴克、UCC'

'/uploads/allimg/170725/3-1FH5145AT20.jpg'

'咖啡,紅酒,對待,雀巢,擊敗,巴克,UCC,想得到,售價,不'

'誰想得到售價不到 1 美元的膠囊，竟能徹底改變一家百年廉價咖啡品牌？ 專業咖啡師交流 請關注咖啡工房(微信公衆號cafe_style ) 雀巢集團（Nestl）靠著 Nespresso 及 Dolce Gusto 兩個新咖啡品牌，改寫了全球喝咖啡的方法，創造了一個 100 億美元的全新市場，'

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'2017-07-25 14:56:25'

'2017-07-25 14:57:45'

'106495'

''

''

''

''

''

''

''

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''

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''

NULL

'<img alt="" src="/uploads/allimg/170725/3-1FH5145AT20.jpg" style="width: 800px; height: 558px;" /><br />
<div>
	　　誰想得到售價不到 1 美元的膠囊，竟能徹底改變一家百年廉價咖啡品牌？<br />
	&nbsp;</div>
<div>
	<span style="color: rgb(62, 62, 62); font-family: 微軟雅黑, 黑體, Arial; font-size: 14px;">專業咖啡師交流 請關注咖啡工房(微信公衆號cafe_style )</span><br />
	&nbsp;</div>
<div>
	　　雀巢集團（Nestl&eacute;）靠著 Nespresso 及 Dolce Gusto 兩個新咖啡品牌，改寫了全球喝咖啡的方法，創造了一個 100 億美元的全新市場，更擦亮了雀巢這個百年品牌的招牌。</div>
<div>
	&nbsp;</div>
<div>
	　　從雀巢推出以來，全球已經賣出將近 300 億顆膠囊咖啡，雀巢不僅建立了一個全新的咖啡帝國，更吸引大量同業跟風，包括全球連鎖咖啡霸主星巴克、日本最大咖啡供應商 UCC、老牌的意式濃縮咖啡品牌 Illy，都只能隨其後。</div>
<div>
	&nbsp;</div>
<div>
	　　事實上，早在 1976 年，雀巢就已經發明瞭全世界第一臺膠囊咖啡機，爲何在最近才大紅大紫？</div>
<div>
	<img alt="" src="/uploads/allimg/170725/3-1FH5145G1F6.jpg" style="width: 800px; height: 533px;" /></div>
<div>
	　　關鍵就在&mdash;&mdash;把咖啡當作紅酒對待。</div>
<div>
	&nbsp;</div>
<div>
	　　從三合一即溶咖啡起家的雀巢，最初並不知道該如何販售這項產品。膠囊的優點在於同時擁有快速方便的特色，以及現煮咖啡的香氣口感。但昂貴的機器一般家庭消費不起。雀巢一開始從專業咖啡店切入，想要取代傳統的手工沖泡方式，沒想到反而引發從業者的反彈，將膠囊視爲邪惡帝國的入侵與威脅。</div>
<div>
	&nbsp;</div>
<div>
	　　雀巢不得已轉攻有錢人的家庭，但當時一臺膠囊咖啡機的定價與其他家電相比，幾乎是法拉利跑車與國產車的差別，一般零售店不願意輕易進貨。到了 1987 年，膠囊咖啡機半數滯銷。</div>
<div>
	&nbsp;</div>
<div>
	　　直到 1989 年，雀巢改用全新策略：把咖啡機用戶當成高級俱樂部會員！消費者只要買機器，就能取得一張會員證。膠囊咖啡喝完了？一通電話立刻有專人送到府上。這招果然奏效，會員數開始穩定成長，1995 年轉虧爲盈，至 1997 年已達 30 萬人，爲雀巢帶來約 1 億 4,000 萬美元營收。</div>
<div>
	&nbsp;</div>
<div>
	　　這讓 Nespresso 團隊士氣大振。下一步，他們與瑞士航空合作，把膠囊咖啡送進了頭等艙。對這些歐洲富豪來說，能在飛機上喝到高檔紅酒並不稀奇，但忽然間能在三萬英呎高空喝到正宗意式咖啡卻是非常驚豔。在咖啡的香氣瀰漫四溢下，短短 5 年，已有 20 家航空公司把它引進頭等艙。這讓 Nespresso 正式走向精品族羣。</div>
<div>
	&nbsp;</div>
<div>
	　　除了五星級飯店、飛機頭等艙之外，截至 2014 年，全球已有超過 750 家米芝蓮星級餐廳供應 Nespresso，&ldquo;主廚晚宴&rdquo;也成爲全球星星最多的廚師社羣之一。</div>
<div>
	&nbsp;</div>
<div>
	　　臺灣第一間由法國傳奇主廚 Jo&euml;l Robuchon 主理的法式星級餐廳就曾經舉辦過一場高級晚宴。晚宴由全球最傑出侍酒師 Paolo Basso 與行政主廚 Olivier Jean 聯手打造，當晚高腳杯中斟上的，卻不是五大酒莊的紅酒，正是那顆單價不到 1 美元的膠囊咖啡。</div>
<div>
	&nbsp;</div>
<div>
	　　Nespresso 雖然在雀巢集團旗下，但因爲是獨立公司，沒有公佈正式財務報告。&ldquo;華爾街日報&rdquo;估計，其營收一年超過 30 億美元。這顆小小的膠囊，創造了一個新的商業傳奇。</div>
'

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'1500965785'

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