欧睿咖啡机市场报告(主要针对美国和西欧)英文版

欧睿咖啡机市场报告(主要针对美国和西欧)英文版
欧睿咖啡机市场报告(主要针对美国和西欧)英文版

May 4, 2013

Thinking Again… The Future of Coffee Pod Machines

Analyst Insight by Lorenza Della-Santa, Senior Analyst - Consumer Appliances, Euromonitor International

Last October I explored the striking differences between consumption of coffee pods and fresh coffee in Western Europe and the US, and what that meant for future sales of coffee machines. I came to the conclusion that “…perhaps by investing more in open coffee brewing systems, manufacturers could favour with consumers who might be willing to spend more for a coffee machine that offers them free choice rather than being tied to a brand for life’.

去年十月我探索的惊人差异,消费咖啡荚和新鲜的咖啡在西欧和美国,这意味着什么对未来

销售的咖啡机。我得出的结论是,“…也许通过更多地投资开放的咖啡酿造系统,制造商可以支持与消费者可能愿意花更多钱在一个咖啡机,让他们自由选择,而不是被绑定到一个品牌的

生命”。

It might be time to think again…

它可能是时候再想想…

The exclusive capsule system behind the fortunes of Nespresso could soon lose the means of defending its incredibly successful model. The patent on its hard pod coffee machines has been infringed, legally, by the small British company, Dualit, which is now allowed to sell coffee pods compatible with Nespresso machines in the UK.

独家胶囊系统背后的财富可能很快失去意味着雀巢捍卫自己的令人难以置信的成功模型。专利在其硬荚咖啡机已被侵犯,法律,由小英国公司,Dualit,现在允许出售咖啡荚兼容雀巢机器

在英国。

While this may be a blow for Nespresso’s sales of coffee pods, whose success was based on the exclusivity of the patented system, it could mean

more business for coffee machine manufacturers, who combined sold over 3.5 million Nespresso machines in 2012.

虽然这可能是一个打击,雀巢的咖啡荚的销售,他的成功是基于专利系统的独特性,它可能意

味着更多的生意,他们结合的咖啡机制造商售出350万多2012年雀巢的机器。

Its too early to say for sure, but by losing its exclusivity, Nespresso could potentially become an open system, encouraging consumers who prefer more exclusive coffee brands to now consider the Nespresso machine as a viable option. Until now iconic coffee brands such as Illy and Lavazza have developed their own brewing systems, but with disappointing results. Nespresso machines are marketed as best in class coffee makers, and consumers may now be able to use best in class coffee in them.

它肯定还为时过早,但失去它的排他性,雀巢可能会成为一个开放的系统,鼓励消费者喜欢更

独家咖啡品牌现在考虑胶囊咖啡机作为一个可行的选择。直到现在标志性的咖啡品牌,如不善地和Lavazza已开发出自己的酿造系统,但令人失望的结果。雀巢的机器被当做最好的在课堂上咖啡生产商和消费者现在可能可以使用一流的咖啡在他们。

My original thinking was that as consumers become more promiscuous with their coffee, as they are in Western Europe, premium open systems would benefit at the expense of restrictive closed systems like Nespresso. If that system is no longer closed, however, it once again becomes a strong contender for consumers weighing up the pros and cons of different coffee machines.

我最初的想法是,当消费者更滥交和咖啡,因为它们是在西欧,溢价开放系统将有利于以牺牲

限制性的封闭系统像雀巢。如果这个系统不再是封闭的,然而,它再次成为一个强有力的竞争者消费者权衡利弊不同的咖啡机。

So early after the court ruling there are still many unknowns. Will this precedent be the catalyst for further challenges around the world? How will Nespresso react and how hard will it fight to protect the closed nature of its system?

所以早期的法庭裁决后,仍有许多未解之谜。将这个先例成为催化剂进一步挑战世界各地吗?雀巢将如何反应,会有多难战斗来保护封闭特性的系统?

While Nespresso could soon face the challenge of convincing consumers that its pods contain the best coffee, for the licensees who manufacture the actual machines, such as De’Longhi, Groupe SEB and Magimix, this development could be seen as a boon.

而雀巢可能很快面临的挑战是,说服消费者,其荚含有最好的咖啡,对被许可人生产实际的机器,如德'Longhi,SEB集团和Magimix,这种发展可以被看作是一个恩赐。

If You Think That the Future of Coffee Machines is All Pods, Think Again (Published October 2012)

如果你认为,未来的咖啡机都是豆荚,再想想(2012年10月出版)

There are many untapped opportunities in the global coffee machine market, and they are not just in pod formats. True, pods are driving sales in North America, the world’s biggest coffee machine market and also the most dynamic. Here overall volume sales of coffee machines are forecast to expand by an additional 6 million units annually by 2017. In context, this is six times bigger than the absolute growth expected in Western Europe.

有许多未开发的机会在全球咖啡机市场,他们不仅仅是在pod格式。真的,豆荚推动销售在北美,世界最大的咖啡机市场,也是最动态。这里的咖啡机整体销量预计将增加额外的600万到2017年每年的单位。在上下文,这是六倍的绝对增长预期在西欧。

Behind this phenomenal growth in North America lies the success of hard pod coffee machines which, according to new data from Euromonitor International, are set to become the preferred format by 2014, overtaking cheaper and traditionally more popular filter coffee models.

这种显著的增长背后在北美是成功的硬荚咖啡机,根据新数据从欧睿国际将成为首选的格式到2014年,超车便宜,传统上更受欢迎的过滤咖啡模型。

Western Europe: penchant for premium

西欧:喜欢溢价

Does this mean that Western Europe has run out of steam? Far from it. In fact while Western European consumers are expected to buy fewer coffee machines in the mid-term, when they do, they will spend far more per machine than anyone else.

这是否意味着西方欧洲已经失去动力?远离它。事实上虽然西欧消费者预计会少买咖啡机在中期,当他们这样做,他们将花费比别人更多的每台机器。

The standard coffee machine market, which includes all standard brewing systems (espresso, filter, percolators and combination coffee machines) is worth over US$2 billion in Western Europe, almost double that of North America. In the old continent consumers spend an average of US$144 on a standard coffee machine, in North America it’s just US$42.

标准的咖啡机市场,其中包括所有的标准酿造系统(浓缩、过滤、percolators和组合咖啡机)是价值超过20亿美元在西欧,北美的近一倍。在旧大陆消费者平均花费144美元在一个标准的咖啡机,在北美这只是我们42美元。

Standard Coffee Machine Sales, US and Western Europe, 2012-2017(美国和西欧咖啡机销量及销售额,请确定单位是什么意思,百度翻译一下)

Source: Euromonitor International

That Western Europeans are prepared to invest in their coffee machines does not come as a surprise since they also spend the most on fresh ground coffee globally. We estimate that in Western Europe consumers will be spending an extra US$2.2 billion (22亿美元)annually in fresh coffee in the next five years. Come 2017 the regional market will be worth US$19.6(196亿美元) billion, the size of North and Latin America combined. And they are willing to pay a premium to prepare it properly.

西方欧洲人准备投资于他们的咖啡机也不足为奇,因为他们也花最新鲜磨碎的咖啡在全球范围内。我们估计,在接下来的五年西欧的消费者将支出额外的22亿美元每年在新鲜的咖啡2017年来的区域市场规模将达到196亿美元,大小和拉丁美洲北部的结合。和他们愿意支付溢价准备得当。

Fresh Coffee Sales, US and Western Europe, 2011-2016(咖啡销量)

Source: Euromonitor International

Look for value growth beyond pod machines

寻找价值增长超出pod机器

We are already seeing that the thriving volume sales of pods machines are not delivering the boost in value that manufacturers had once hoped for. Quite the contrary, in fact, as increased competition in the segment combined with model diversification is driving the price of pod machines down, while standard coffee machines, such as espresso and filter, are instead undergoing premiumisation.

我们已经看到,繁荣的销量的豆荚机器不是交付价值增加,制造商曾经所希望的。恰恰相反,

事实上,因为竞争的加剧在段结合模型多样化是推动价格下降,而pod机器标准咖啡机器,如咖啡和过滤器,而是经历premiumisation。

So while it is true that, in absolute terms, consumption of coffee pods in Western Europe is expected to post the largest growth in the mid term, it is also true that fresh ground coffee and coffee beans combined still account for 74% of the total fresh coffee market value, and this predominance won’t change in the near future.

所以当它是真实的,按绝对值计算,消费咖啡荚在西欧是最大的增长预计在中期,它也确实新

鲜磨碎的咖啡和咖啡豆组合仍占74%的总市场价值,新鲜咖啡,这种优势不会改变在不久的

将来。

Western Europeans do spend more than anyone else on their coffee, and are prepared to pay for a coffee machine that does it justice it. So how can manufacturers make the most of this counter-intuitive trend in a tough economic climate?

西方欧洲人比其他人花更多的在他们的咖啡,准备支付一个咖啡机,它做到了公正。因此如何使大多数制造商反直觉的趋势在艰难的经济气候?

Perhaps by investing more in open coffee brewing systems, manufacturers could find favour with consumers who might be willing to spend more for a coffee machine that offers them free choice rather than being tied to a brand for life. The coffee machines market has already proved itself responsive to innovation, and Western European love of coffee is certainly resilient enough to suggest there is scope for premium options beyond the pod.

也许通过更多地投资开放的咖啡酿造系统,制造商可以找到支持的消费者可能愿意花更多钱在一个咖啡机,让他们自由选择,而不是被绑定到一个品牌的生命。咖啡机市场已经证明了自己适应创新,和西欧爱咖啡当然是弹性足以表明存在范围超出了吊舱溢价选项。

Posted on May 4, 2013 at 01:34:00 AM in Articles, Consumer Appliances, Fresh Food, Hot Drinks

History and Anthology of American Literature 美国文学史及选读 笔记

History and Anthology of American Literature Part I The Literature of Colonial America 1.Historical Introduction ·The first permanent English settlement in North America was established at Jamestown, Virginia in 1607. ·Among the members of the small band of Jamestown settlers was Captain John Smith. His reports of exploration have been described as the first distinctly American literature written in English. 2.Early New England Literature ·The American poets who emerged in the 17 century adapted the style of established European poets to the subject matter confronted in a strange, new environment. Anne Bradstreet was one such poet. John Smith 1.The first American writer. 2.Works: (1)A true Relation of Such Occurrences and Accidents of Note as Hath Happened in Virginia Since the First Planting of That Colony (2)A Map of Virginia with a Description of the Country (3)The General History of Virginia, New England, and the Summer Isles William Bradford & John Winthrop 1.William Bradford: 曾任普利茅斯总督 ·Work: Of Plymouth Plantation《普利茅斯垦殖记》 2.John Winthrop: 曾任马萨诸塞湾总督,波士顿总督 ·Work: The History of New England from 1630 to 1649《新英格兰历史:1630-1649》 John Cotton & Roger Williams 1.John Cotton: 清教徒牧师和作家 ·The first major intellectual spokesman of Massachusetts Bay Colony was John Cotton, sometimes called “the Patriarch of New England”. 2.Roger Williams: 出生于伦敦的进步宗教思想家,曾长期受到英国殖民当局的迫害 ·He was interested in the Indian language ·Work:A Key into the Language of America 《阿美利加语言的钥匙》 Anne Bradstreet & Edward Taylor 1.Anne Bradstreet:美国第一位作品得以发表的女诗人 ·Work:The Tenth Muse Lately Sprung up in America《第十位缪斯》 2.Edward Taylor:美国清教派牧师和诗人,被公认为美国19世纪前最重要的诗人 ·The best of the Puritan poets Part II The Literature of Reason and Revolution 1.Background: In the seventies of the eighteenth century the English colonies in North America rose in arms against their mother country. The War of Independence lasted for eight years(1775-1783) and ended in the formation of a federative bourgeois democratic republic—the United States of America. 2.American Enlightenment(美国启蒙运动)dealt a decisive blow to the Puritan traditions and brought to life secular

美国文学史

美国文学史梗概 一、殖民地时代和美国建国初期 最早来自这片新大陆的欧洲移民主要是定居在新英格兰的清教徒和马萨诸塞的罗马天主教徒,二者虽然在教义上有很多不同之处,但他们都信奉加尔文主义:人生在世只是为了受苦受难,而他们唯一的希望是争做上帝的“选民”,死后进天国,相信“原罪”。这时的文学作品也主要反映了这些思想,和欧洲文学一脉相承。 代表作家:考顿·马瑟,乔纳森·爱德华兹,安妮·布拉兹特里特,爱德华·泰勒。 二、18世纪独立战争胜利后,美国经济社会进入稳步发展时期 这一时期是启蒙运动时期(the Enlightenment),从字面上讲,启蒙运

动就是启迪蒙昧,反对愚昧主义,提倡普及文化教育的运动。但就其精神实质上看,它是宣扬资产阶级政治思想体系的运动,并非单纯是文学运动。它是文艺复兴时期资产阶级反封建、反禁欲、反教会斗争的继续和发展,直接为一七八九年的法国大革命奠定了思想基础。启蒙思想家们从人文主义者手里进一步从理论上证明封建制度的不合理,从而提出一整套哲学理论,政治纲领和社会改革方案,要求建立一个以“理性”为基础的社会。他们用政治自由对抗专制暴政,用信仰自由对抗宗教压迫,用自然神论和无神论来摧毁天主教权威和宗教偶像,用“天赋人权”的口号来反对“君权神授”的观点,用“人人在法律面前平等”来反对贵族的等级特权,进而建立资产阶级的政权。是欧洲第二次思想解放运动。) 主要文学指导思想是“自然神论”(Deism),这个思想认为虽然上帝创造了宇宙和它存在的规则,但是在此之

后上帝并不再对这个世界的发展产生影响。自然神论反对蒙昧主义和神秘主义,否定迷信和各种违反自然规律的“奇迹”;认为上帝不过是“世界理性”或“有智慧的意志”;上帝作为世界的“始因”或“造物主”,它在创世之后就不再干预世界事务,而让世界按照它本身的规律存在和发展下去;主张用“理性宗教”代替“天启宗教”。人生在世,不再是受苦受难以换取来世的新生,而是要消灭种族、性别和信仰的不平等,建立自己的“人间乐园”。 启蒙运动中出现大量优秀的散文作品,并多出自开国元勋之手,如本杰明·富兰克林,托马斯·潘恩,以及托马斯·杰斐逊。 三、19世纪南北战争时期 这一时期的文学先后发展了浪漫主义,现实主义和自然主义。

美国文学考试资料(英文版)(doc 10页)

Part one: Answer: 1—60 A,B,D,D,C/ D,A,B,A,D/ A,A,D,D,B/ C,C,B,D,C D A B D B/ A C B C D/ C D C D A/ B,A,C,A,D B,C,C,B,A/ D,A,B,D,D/ A,A,D,D,B/ C,C,A,D,C 1 1.Hawthorne’s masterpiece, one of the greatest novels of the world is The Scarlet Letter. 2.Emerson’s first startling book is Nature. 3.Ralph Waldo Emerson is the chief spokesman of this spiritual movement of Transcendentalism. 4.Washington Irving is worth the honor of being “for his literary craftsmanship for his literary craftsmanship. 5.The colonial influence over American Romanticism made American Romantic writers more moralize than their English counter-parts. 6.The impact of Darwin's evolutionary theory on the American thought and the influence of the 19th century French literature on the American men of letters gave rise to another school of realism: American Naturalism. 7.In the first part of the 20th century, apart from Darwinism, there were two thinkers the German Karl Marx and the Austrian Sigmund Freud, whose ideas had the greatest impact on the period. 8. In his poetry, Robert Frost made the colloquial New England speech into a poetic expression. The theme of returning to nature could be read in Leather-Stocking Tales by Cooper. 10. About the novel The Scarlet Letter, which of the following statements is not true? D A. It's very hard to say that it is a love story or a story of sin. B. It's a highly symbolic story and the author is a master of symbolism. C. It's mainly about the moral, emotional and psychological effects of the sin upon the main characters and the people in general. D. In it the letter A takes the same symbolic meaning throughout the novel. 11. Ezra Pound showed great interest in Chinese literature and translated the poetry of Li Bai into English. 12. Eli ot’s first major poem (1917 The Love Song of J. Alfred Prufrock , has been called the first masterpiece of modernism in English. 13. The Fitzgerald lived so extravagantly that they frequently spent more money than Fitzgerald earned for parties, liquor, entertaining their friends and traveling. It was this living style that nicknamed the decade of the 1920s as The Roaring Twenties,The Jazz age andThe Dollar Decade. 14. Hemingway was badly wounded in Italy and sent to a hospital where he fell in love with a nurse. These two persons later became the characters of his novel A Farewell to Arms

外国文学史20世纪欧美现实主义文学复习要点

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