Evaluation | capsule coffee machine, real cure or fake?

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Still struggling with those bloggers who are under the banner of "consumption upgrade" Amway value is not worth eating? Still wondering if the endless stream of "upgraded good things" in the circle of friends was really reliable? In order to solve your confusion, DT Jun launched the "NEXT50" series of research, with an objective and rigorous attitude, combined with the massive user evaluation data of major e-commerce platforms, to quantitatively evaluate the 50 popular categories newly emerging in the wave of consumption upgrading, leading everyone to "scientific" upgrading.

How do I wake up late every morning without enough sleep? This capsule coffee machine evaluated by DT Jun today is prepared for you.

DT Jun said

Many people, like DT Jun, often stay up late to work because of the boss's arrogance. The only thing that could save him in the middle of the night and when he woke up the next day was not his initial heart and ideal, but a cup of fragrant coffee…

But Starbucks downstairs and the whole family can't save this kind of urgent need, the instant taste is too bad, the traditional household coffee machine that needs to grind beans and press powder is too troublesome, and most of the full-automatic coffee machines are big and expensive... so DT Jun's friends recommend capsule coffee machines.

Speaking of capsule coffee machines have been popular for several years, is it really necessary and worth starting? DT Jun was still hesitant, so he carefully studied it and analyzed it with you:

+ What is the experience of using a capsule coffee machine compared to a traditional home coffee machine?

+ From the experience of the masses, it ends up as a display?

+ Choose a suitable capsule coffee machine for yourself, how to weigh the machine and capsules comprehensively?

"Economically applicable men" in consumption upgrading

What do you want from a home coffee maker: immediate coffee needs, a life of pleasure and monotony, or just a nice cup of espresso?

Obviously, drips, presses, siphons... these slightly tested coffee appliances emphasize the spiritual victory brought about by the production process, and automatic equipment such as fully automatic, semi-automatic and capsule coffee machines are really suitable for most people's daily options.

DT Jun first carried out a round of product analysis based on the coffee machine operation process, as shown in the figure below, on the way to taking into account all kinds of needs of everyone, the capsule coffee machine 1 that went all over the world with one capsule really stood out:

Here's a little explanation:

All three types of espresso machines in the picture use the same principle of high-pressure extraction. Coffee capsules are freshly roasted, ground and sealed under high pressure, isolated from air, water and light, and taste fresher and more stable than whole bags of moisture-prone coffee beans and powder. Compared with full/semi-automatic coffee machines, it also eliminates DIY grinding beans, pressing powder, frequent cleaning and many other troubles.

All of these, do not meet the consumption upgrade in your pursuit of efficiency and quality? Plus the price is also cost-effective, capsule coffee machine is really like a "affordable man" you encounter on the way to consumption upgrade.

In order not to let you blindly start, DT Jun selected the five most mentioned capsule coffee machine brands in his own consumption KOL library, including Nestle (including NESPRESSO and Dolce Gusto) and illy, which are most familiar to people in the domestic market, and based on the sales data of e-commerce of each brand, find out the most popular items of each brand as the research object of this issue "NEXT50" ②.

Next, we will take these five items as the representative of the routine of the capsule coffee machine:

If you can't fully understand the above picture, you can focus on this popular science:

+ For espresso machines, the greater the pressure of the pressure pump (that is, the bar value), the thicker the crema extracted, which is also a symbol of high quality coffee. In general, espresso requires a pressure of 9bar and above, so in addition to the hand-pressed WACACO, several other capsule coffee machines guarantee the stable production of espresso. illy's two-stage extraction process (first low pressure water through coffee powder, then 9bar pressure for standard extraction) is more simulated professional coffee machine pre-embedding function, make espresso taste better.

+ Want fancy coffee? illy Y5 MILK with milk box directly omits DIY milk foam step. After selecting fancy coffee type, the program automatically adds milk. Dolce Gusto directly made milk (milk powder) into capsules, just throw one more milk capsule.

+ Personalized features, Dolce Gusto this little penguin added water, cold and hot adjustment flexible control lever, let your DIY more personalized;WACACO minipress is designed for coffeeholic people, anytime, anywhere can have a cup.

True healing or false decoration?

Light analysis of the product itself, the conclusion seems to be that the capsule coffee machine function is practical, easy to operate, cost-effective, but in reality DT Jun also did not hear less people say,"Don't buy, buy home is mostly a decoration, occupy space."

Is that what everyone thinks? DT Jun collected thousands of high-quality user reviews of these five products on Tmall, Jingdong and Kola e-commerce platforms as usual to see what the data said.

As you can see from the above picture, capsule is the keyword mentioned most frequently by users. As the key to distinguishing from other Italian coffee machines, the quality and taste of coffee capsules have naturally become one of the most concerned focuses of users.

Equally important is the taste of coffee. However, from the high frequency of the word "delicious", it can be seen that the coffee quality produced by coffee capsules is still recognized by most users. In addition, the user feedback is more positive "practical","cost-effective", etc., but also echoes the capsule coffee machine "economical male" positioning.

Of course, I did find a lot of clues related to "decoration", for example, a large number of consumer comments mentioned "beautiful","cute","good-looking","tall"... These slightly "superficial" words, but how much let DT Jun feel the use value, coffee machine with the help of clever appearance design brought to consumers aesthetic and even healing value.

No wonder, on the home social platform, capsule coffee machine is definitely a dazzling existence when drying the kitchen.

(Photo caption: home capsule coffee machine layout taken by users; source: live well)

What upgrade rhythm did the capsule coffee machine step on exactly?

In the eyes of professional coffee lovers, personally grinding, pressing powder, controlling water temperature and water volume... This series reflects the process of maker ingenuity, which is the irreplaceable connotation of a cup of coffee.

But this is not suitable for everyone or every occasion.

As coffee becomes more and more a daily drink, combined with the above analysis, you should already understand that the capsule coffee machine that is "despised" by professional coffee lovers as an assembly line represents efficiency, diversity and cost performance, but it is more representative of the value orientation of consumption upgrading.

Or based on our "NEXT Index" ③, let you intuitively understand what the capsule coffee machine has done right by quantitatively evaluating the effectiveness of these five representative items on the five core demand points of efficiency, health, professionalism, aesthetics and healing?

First of all, the capsule coffee machine emphasizes fool operation and convenient cleaning, which fully meets the demands of current consumers in pursuit of efficient life rhythm, and the portable WACACO minipress brings this convenience to the extreme.

In addition, as explained above, high-sealing fresh-keeping coffee powder and constant production of coffee under high pressure intensity, illy's professional two-stage extraction technology and Dolce Gusto's personalized water volume and water temperature design fully reflect the professionalism of the capsule coffee machine within the value range.

And qualified to be called "decoration", perhaps the most worthy upgrade point of the capsule coffee machine, for better design, more congenial aesthetic pay, but also an important driving psychology of the current consumption upgrade. You know, Nestle and illy's capsule coffee machines have won the German "iF Design Award" and the Red Dot Design Award.

(Image caption: from left to right, illy Y1 Iperesso, Dolce Gusto MINI ME, NESPRESSO Expert and Dolce Gusto DROP)

If it weren't for the vibration sound in the process of work, the cure coefficient of the "tall" capsule coffee machine for consumers could be higher.

It should be mentioned that WACACO's manual pressing is relatively laborious for women, and domestic Dongling is mentioned by many people as having a strong plastic smell, which weakens the consumer's healing favor to a certain extent.

Which one to bring home? Let's choose the capsule first.

As can be clearly seen in the "buyer show" above, most consumers care about coffee capsules when buying capsule coffee machines.

After all, most of the capsule coffee machines on the market and capsules are mostly a radish pit relationship. When you choose a brand of coffee machine, it almost determines what flavor of coffee you can drink.

For this reason, the considerate DT Jun will first present you with a starter (coffee capsule) menu for reference:

Overall, domestic consumers are familiar with the Nespresso coffee capsule flavor variety is relatively rich, and the capsule unit price is relatively low.

(Photo source: Nespresso official website)

Dolce Gusto's fancy coffee capsules, although labor-saving to make, but more expensive, after all, a cup of fancy needs two capsules (coffee powder + milk), the cost is close to 9 yuan/cup.

Although illy's coffee capsules have few types and high average prices, they can not stop others from having high quality and pursuing the taste of alcohol coffee.

In addition, you can also have a lot of third-party compatible capsules to choose from, but there are too many brands and quality varies, so be careful.

Well, next on the main menu, that is, DT Jun combined the NEXT index and e-commerce user evaluation ④, calculated the current 5 representative capsule coffee machine "worth buying index" ④, for your machine selection reference:

The Nestle family and illy are indeed neck and neck. No wonder it is easy to watch the heated debate between the two fans:

Reasons for standing Nestle: The capsules are made of aluminum, sealed well and recycled enough for environmental protection, Nestle has a high degree of market acceptance, and it is convenient to buy capsules online and offline and rich in taste.

Reasons for standing illy: clear nitrogen filled capsules are more sealed, using 100% high-quality Arabica coffee beans (Arabica), not simply for the pursuit of crema mixed with rubusta beans (rubusta), two-stage extraction technology to ensure a more professional production of high-quality espresso, and the appearance design is more pretentious.

Which side do you want to take? It's better to read DT Jun's summary version of suggestions first, and then sit in the right place:

+ Love multi-flavor fancy coffee and have no confidence in their own milk foam, and accidentally is a face control (or Hu Ge iron powder), then choose Dolce Gusto penguin can never be wrong.

+ Loving espresso and lungo Americana, NESPRESSO and illy will definitely satisfy your discerning taste buds.

+ Coffee addiction, always want a cup, then WACACO is absolutely true love.

+ Is a coffee white, want to try coffee capsules and DIY at the same time, then first into a Dongling taste fresh.

In addition to the above options, DT Jun also wants to tell you that in fact, in the world of capsule coffee machines, there are many other word-of-mouth options, such as Bosch Tassimo and Lavazza, but considering that their recognition in China is slightly low, online sales are also relatively weak, DT Jun can only leave the opportunity to experiment to yourself.

What, you asked DT Jun which one he bought last? Let me finish this month's KPI...

That's all there is to NEXT50. On the way to upgrading consumption, how to tighten your wallet and how to make a move when it is time to make a move is our common practice.

In the future, we will continue to "evaluate" the hot categories in the consumption upgrade wave for everyone. Whether it's sharing your experience of upgrading and cutting hands, ordering the categories you want to see, or complaining about DT Jun, you're welcome to leave a message.

Remarks

► Slidable

① The capsule coffee machine mentioned in this article mainly refers to the European brand that is more common in China and produces Italian concentration. The principle of the American open capsule system K-cup is to brew American rather than concentrated, and it does not occupy the mainstream outside the United States, so it is not discussed here.

② The "NEXT50" series research brand is determined according to the recommended content of hundreds of consumer KOLs monitored by DT Jun, and the specific model is selected according to the sales data of the corresponding products of the brand on each e-commerce platform. This research has no interest relationship with any research object.

③ The NEXT Index is based on consumption upgrade research and user feedback and is used to measure the utility performance of consumption upgrade of goods. DT Jun gives a score of 1-5 points according to the upgrading utility performance of the commodity in five aspects of efficiency, health, professionalism, aesthetics and healing, and corrects the score by adding or subtracting points according to the key utility and degree mentioned in the user evaluation on the e-commerce platform; the "NEXT Index" score of the category is averaged according to the scores of five representative commodities.

④ All user evaluation data come from major e-commerce platforms, and sampling websites of different categories will be adjusted according to the product situation of this category. For "water army" and other cases, considering that Ali and other e-commerce websites have established anti-cheating systems to block and reduce the rights of commodities suspected of false transactions, DT Jun will further eliminate comment texts with highly similar contents on this basis, and eliminate outliers in combination with the emotional distribution of texts.

The "worth buying index" consists of two aspects: the upgrade utility performance of the product and the user feedback, both of which have the same weight. The user usage feedback score is obtained by combining "user rating" and "positive rating ratio".

④ "Positive comment proportion" is the proportion of positive emotions obtained after emotion analysis of user evaluation texts collected on each e-commerce website one by one. The emotion analysis adopts the emotional tendency analysis tool of ROST team of Wuhan University.