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'膠囊咖啡機是劃時代發明還是環保殺手?發明者說後悔了~' |
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'專業咖啡師交流 請關注咖啡工房(微信公衆號cafe_style ) 今天想要喝什麼咖啡?焦糖瑪奇朵還是美式?放入膠囊再按下按鈕,不到一分鐘,一杯現煮咖啡就出現在你眼前。然而,方便的背後,是否又暗藏著環保的隱憂? 膠囊咖啡的發明 近年火熱的膠囊咖啡機,其實早' |
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'<img alt="" src="/uploads/allimg/170825/3-1FR5100SJ96.jpg" style="width: 696px; height: 466px;" /><br />
<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 />
<br />
<div>
今天想要喝什麼咖啡?焦糖瑪奇朵還是美式?放入膠囊再按下按鈕,不到一分鐘,一杯現煮咖啡就出現在你眼前。然而,方便的背後,是否又暗藏著環保的隱憂?</div>
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膠囊咖啡的發明</div>
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近年火熱的膠囊咖啡機,其實早在1976年就已經問世。</div>
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發明人Eric Favre是雀巢總部的工程師,當時他一直在思考,有沒有更新穎、更快速的咖啡衝煮方式。受到了奶精球的啓發,他開發出了膠囊咖啡機的雛形,讓一般人在家,也可以更方便的衝煮咖啡,然而Eric Favre卻始終對於膠囊咖啡的風味不滿意,認爲比起義式咖啡機的Epresso仍差了那麼一些。</div>
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膠囊咖啡的衝煮過程:</div>
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爲了搜尋靈感,他展開了意大利咖啡之旅,在羅馬的一家咖啡廳Caffè Sant’Eustachio,Eric Favre發現咖啡師使用的是傳統的義式咖啡機,但在衝煮咖啡的過程中,不像其他咖啡師將把手一次壓到底,而是分3——4次,其中的關鍵,就是要將空氣帶入咖啡裏,因爲咖啡粉與空氣的充分結合,才能引領出咖啡獨特的芳香元素。</div>
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Eric Favre宛若醍醐灌頂,回國之後,他著手改良原始的設計,在衝煮咖啡的熱水流入膠囊前,將細巧的空氣泡沫先一步打入熱水之中,如此一來,在衝煮咖啡時,空氣可與咖啡液充分的結合,讓香味的釋放更加完美。</div>
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儘管Eric Favre打造出了讓他滿意的新型態咖啡機,但因爲當時雀巢大部分的收益都來自於即溶咖啡,且一般大衆無法瞭解Eric Favre提出的新觀念,所以一直得不到公司的重視。直到1986年,雀巢才正式成立子公司Nespresso,開始商業化的販售膠囊咖啡機,這離膠囊咖啡機的發明已過了10年之久。</div>
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Eric Favre設計的咖啡膠囊</div>
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雀巢的膠囊咖啡</div>
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雀巢膠囊咖啡機在初期的銷售量不如預期,可以用慘淡形容,原因有二:</div>
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1. 以往雀巢的廣告對象都是家用消費者,然而膠囊咖啡機的目標客羣是辦公室和餐廳,所以雀巢廣告無法有效傳達。</div>
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2.膠囊咖啡機對消費者來說是陌生的產品,且而其主要銷售通路是咖啡機零售商,使雀巢很難與消費者直接溝通。</div>
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305789504_1280x720.jpg</div>
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因此,雀巢轉換銷售方式,設立自己的銷售據點,讓消費者親自體驗膠囊咖啡,更成立會員制度,瞭解消費者需求、經營顧客關係。透過顧客的口碑行銷,膠囊咖啡機的銷售逐漸有了起色。其後雀巢透過飯店和航空公司的通路,接觸高端消費者,塑造高品質及時尚的品牌形象。</div>
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Nespresso在2006年銷售額約10億美金,但在2011年達到30億美金,平均每年以20%——30%的速度成長。然而由於雀巢申請的專利逐漸到期,加上其他廠商競爭,其銷售成長率有減緩的趨勢,但仍不影響其全球膠囊咖啡機龍頭的地位。在50多家廠商中,雀巢全球市佔率超過35%,其次是Sara Lee的18%、與綠山咖啡的8%。</div>
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值得一提的是,儘管Nespresso的全球市佔率超過35%,在美國的市佔率卻不到10%。這是因爲美國人喜歡喝口味較淡的美式咖啡,而雀巢所販售的大多是義式咖啡口味,因此不受美國消費者的青睞。反觀競爭對手綠山咖啡K-Cup,主打美式咖啡口味,受到消費者的喜愛,在美國的市佔率高達90%。</div>
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<div>
發明者的後悔</div>
<div>
</div>
<div>
那一顆顆方便簡約的咖啡膠囊,正是膠囊咖啡機備受批評的原因。當初Eric Favre發明的咖啡膠囊,約重3克,但僅包裝材質——鋁就佔了2克,且在回收時,必須割開使用過的咖啡膠囊,再把咖啡粉倒出,過度包裝和不便回收製造大量的垃圾。</div>
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<div>
K-Cup的發明者John Sylvan也站出來,公開呼籲大衆拒喝拒買膠囊咖啡。K-Cup是爲了偏好大杯美式咖啡的美國市場而生,因此膠囊體積比其他品牌來得更大。然而,以辦公室爲目標客羣的John Sylvan,沒有想到膠囊咖啡會廣受家庭用戶歡迎,相當後悔發明對環境不利的膠囊咖啡機,因爲光是K-Cup膠囊一年的使用量就可以繞地球整整10圈。</div>
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</div>
<div>
當然,這些大廠也有針對環保議題做出回應。雀巢保證在2020年前,使咖啡膠囊可以百分之百回收。K-Cup則是推出可重複使用的膠囊,但使用上仍不普及。其他廠牌看到此商機,紛紛推出可自然分解的膠囊,以降低環境的負擔。</div>
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而儘管膠囊咖啡業者提出對環境的保證,還是要使用者配合回收才能降低垃圾量。</div>
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</div>
<div>
膠囊咖啡機到底值不值得買?網絡上正反雙方討論熱烈,這其實還是得看消費者自己的需求。對於本來就有在衝煮咖啡的人而言,一顆膠囊咖啡單價新臺幣21元,算是相對較貴的,而且目前看來,膠囊確實會增加對環境的負擔。</div>
<div>
</div>
<div>
近年來更出現了抵制膠囊咖啡K-cup的環保運動,Youtube上的這支影片,以宛若電影般的場景,呼籲社會大衆“KILL THE K-CUP. BEFORE IT KILLS OUR PLANET.”(抵制K-CUP,在它摧毀我們的星球之前):</div>
<div>
</div>
<div>
煮咖啡的技術與時俱進,從義式咖啡機到膠囊咖啡,都可能是前人所無法想像的,或許未來還會有同時兼具方便性,且不傷害地球的咖啡衝煮方式出現,不曉得讀者對於膠囊咖啡機的看法又是如何呢?</div>
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'module_field' => '',
'html' => 0,
),
'displayorder' => '0',
'acount' => '40',
'namerule' => '{typedir}/{Y}{M}{D}{aid}.html',
'namerule2' => '{typedir}/list_{tid}_{page}.html',
'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '319',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-kafeibisaixinwen.html',
'total' => 40,
'field' =>
array (
),
),
320 =>
array (
'id' => '320',
'pid' => '2',
'pids' => '0,1,2',
'name' => '外國咖啡',
'dirname' => 'zixun/waiguokafeixinxi',
'pdirname' => 'kafeixinwen/zixun/',
'child' => 0,
'childids' => 320,
'thumb' => '',
'show' => '1',
'setting' =>
array (
'edit' => 1,
'disabled' => 0,
'getchild' => 1,
'linkurl' => '',
'urlrule' => 3,
'seo' =>
array (
'list_title' => '[第{page}頁{join}]{catpname}{join}{modname}{join}{SITE_NAME}',
'list_keywords' => '',
'list_description' => '',
),
'template' =>
array (
'pagesize' => 20,
'mpagesize' => 20,
'page' => 'page.html',
'list' => 'list.html',
'category' => 'category.html',
'search' => 'search.html',
'show' => 'show.html',
),
'cat_field' => '',
'module_field' => '',
'html' => 0,
),
'displayorder' => '0',
'acount' => '13',
'namerule' => '{typedir}/{Y}/{M}{D}/{aid}.html',
'namerule2' => '{typedir}/list_{tid}_{page}.html',
'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '320',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-zixun/waiguokafeixinxi.html',
'total' => 13,
'field' =>
array (
),
),
323 =>
array (
'id' => '323',
'pid' => '2',
'pids' => '0,1,2',
'name' => '7月資訊',
'dirname' => '7yuezixun',
'pdirname' => 'kafeixinwen/zixun/',
'child' => 0,
'childids' => 323,
'thumb' => '',
'show' => '1',
'setting' =>
array (
'edit' => 1,
'disabled' => 0,
'getchild' => 1,
'linkurl' => '',
'urlrule' => 3,
'seo' =>
array (
'list_title' => '[第{page}頁{join}]{catpname}{join}{modname}{join}{SITE_NAME}',
'list_keywords' => '',
'list_description' => '',
),
'template' =>
array (
'pagesize' => 20,
'mpagesize' => 20,
'page' => 'page.html',
'list' => 'list.html',
'category' => 'category.html',
'search' => 'search.html',
'show' => 'show.html',
),
'cat_field' => '',
'module_field' => '',
'html' => 0,
),
'displayorder' => '0',
'acount' => '1',
'namerule' => '{typedir}{Y}{M}{D}{aid}.html',
'namerule2' => '{typedir}/list_{tid}_{page}.html',
'mid' => 'article',
'pcatpost' => 1,
'topid' => '1',
'domain' => '',
'catids' =>
array (
0 => '323',
),
'is_post' => 1,
'mobile_domain' => '',
'tid' => 1,
'url' => 'https://gafei.com/list-7yuezixun.html',
'total' => 1,
'field' =>
array (
),
),
) |
urlrule |
'/views-108430-[page].html' |
fix_html_now_url |
'' |
my_web_url |
'https://0ca23f5c-ed06-482b-90de-8de4dcb2d112.gafei.com/views-108430' |
get |
array (
's' => 'article',
'c' => 'show',
'id' => '108430',
'm' => 'index',
) |