Nespresso奈斯派索大中华区总经理卢翰霖：科技如何重塑一杯咖啡的体验Lu Hanlin, General Manager of Nespresso Greater China: How Technology Reshaps the Experience of a Coffee Cup
（来源：i商周）由彭博商业周刊策划，海南省商务厅、海南国际经发局主办，超媒体集团承办的“科技赋能消费：从技术应用到商业价值重构”主题活动于2026年4月12日在海口朗廷酒店举办，围绕科技与消费关系的变化，邀请来自品牌、产业与研究机构的多位一线决策者进行分享与对话。Nespresso 奈斯派索大中华区总经理卢翰霖在 “从产品到生活方式：消费体验的重构” 对谈中表示，咖啡消费的底层逻辑正被技术重构，从 “拥有一台好机器” 升级为“一键即可获得个性化体验”。科技不再只是参数，而是连接品牌与消费者、从单次交易走向长期关系的关键纽带。
这一判断来自于Nespresso四十年的商业实践。卢翰霖介绍，Nespresso于1986年创立于瑞士，品牌初心正是让消费者随时随地能轻松享用一杯好咖啡。于是Nespresso开始制造咖啡机，并通过创新胶囊封装技术与定量萃取系统，实现一键萃取。2021年，为响应消费者对多杯量、大杯咖啡的需求，品牌随即推出Vertuo馥旋系列。2026 年，消费者对咖啡的需求发生了进一步升级，对出品速度、特调创作、冰饮等个性化体验的要求持续提升。为此，Nespresso 推出全新 Vertuo Up 机型，实现 3 秒快速预热、机身纤巧至 A4 大小、1.4L 可旋转水箱，并搭载花式浓萃模式，全面适配现代家庭高效、多元、高颜值的咖啡需求。
卢翰霖强调，创新是 Nespresso 的品牌核心基因。基于对消费需求的持续洞察，品牌不断与全球优质咖啡品牌展开联名合作，将专业风味与创新科技落地于产品体验。在技术层面，Nespresso 咖啡机也通过智能条形码识别技术，自动匹配每颗胶囊的专属萃取参数，精准控制转速、水量与杯量，让消费者足不出户即可获得专业级咖啡品质。
针对中国市场，卢翰霖表示，线上线下都是用户提高品牌体验感的重要途径，咖啡需要可品闻、可体验、可感知。2024 年起，Nespresso 加速线下布局，持续拓展精品门店网络，并深度融合本土文化打造体验空间。例如南京「金陵艺境」概念店将非遗云锦工艺与雨花石纹理融入设计；呈现 “时刻艺境” 品牌理念。同时，我们在北京、上海等核心城市进行季度化主题展览更新，通过时刻艺境画室、喵呜照相馆、绮幻时刻工坊等多样化策展，持续为用户带来新鲜的沉浸式体验。在用户运营层面，品牌以线上小程序为核心载体，完整消费路径与有温度的沟通为核心，通过年度会员账单、精准风味推荐、跨界联名咖啡、胶囊回收激励等方式强化与用户的长期连接，构建可持续的用户关系生态。
关于品牌的可持续发展，卢翰霖强调，咖啡是向善的力量，定量萃取系统本身即具备可持续属性，可实现水源、咖啡粉与能源的高效利用。Nespresso 自2015 年起在中国大陆启动胶囊回收计划并构建完整回收链路，开通了线上线下全渠道回收服务，物流费用由品牌承担。回收后的咖啡渣与再生铝被赋予全新价值：与深圳红树林基金会合作转化为 “黑金土”，用于城市生态修复；同时，我们也将再生材料用于打造城市公共设施 —— 在上海静安寺街道与北京望京街道落地的公益座椅项目中，品牌更联合当地自闭症儿童公益组织，把孩子们的艺术画作融入座椅设计，让再生材料与童真创意彼此交融，让可持续实践更有温度、更具社会关怀，也生动传递了品牌对特殊群体的关爱与对多元包容价值的践行。
The "Technology Empowering Consumption: From Technology Application to Business Value Reconstruction" themed event, planned by Bloomberg Businessweek, hosted by the Hainan Provincial Department of Commerce and the Hainan International Economic Development Bureau, and organized by the Hypermedia Group, will be held on April 12, 2026 at the Langham Place Hotel in Haikou. The event will revolve around the changes in the relationship between technology and consumption, inviting multiple frontline decision-makers from brands, industries, and research institutions to share and engage in dialogue. Lu Hanlin, General Manager of Nespresso Greater China, stated in the conversation on "From Products to Lifestyle: Refactoring Consumer Experience" that the underlying logic of coffee consumption is being restructured by technology, upgrading from "having a good machine" to "one click personalized experience". Technology is no longer just a parameter, but a key link connecting brands and consumers, from single transactions to long-term relationships.
This judgment comes from Nespresso's forty years of business practice. Lu Hanlin introduced that Nespresso was founded in Switzerland in 1986, with the brand's original intention of allowing consumers to easily enjoy a good cup of coffee anytime, anywhere. So Nespresso began manufacturing coffee machines and achieved one click extraction through innovative capsule packaging technology and quantitative extraction systems. In 2021, in response to consumers' demand for multi cup and large cup coffee, the brand immediately launched the Vertuo Fuxuan series. In 2026, consumers' demand for coffee has further upgraded, with increasing demands for personalized experiences such as production speed, special recipe creation, and iced drinks. To this end, Nespresso has launched a new Vertuo Up model, which achieves rapid preheating in 3 seconds, a slim body to A4 size, a 1.4L rotatable water tank, and is equipped with a fancy espresso mode, fully adapting to the efficient, diverse, and high-value coffee needs of modern households.
Lu Hanlin emphasized that innovation is the core gene of Nespresso's brand. Based on continuous insights into consumer demand, the brand continues to collaborate with high-quality coffee brands worldwide, bringing professional flavors and innovative technologies to the product experience. At the technical level, Nespresso coffee machines also use intelligent barcode recognition technology to automatically match the exclusive extraction parameters of each capsule, accurately control the speed, water volume, and cup size, allowing consumers to obtain professional grade coffee quality without leaving their homes.
Regarding the Chinese market, Lu Hanlin stated that both online and offline are important ways for users to enhance their brand experience, and coffee needs to be audible, experiential, and perceptible. Starting from 2024, Nespresso will accelerate its offline layout, continue to expand its network of boutique stores, and deeply integrate local culture to create experiential spaces. For example, the concept store "Jinling Art Scene" in Nanjing integrates intangible cultural heritage cloud brocade craftsmanship and rain flower stone texture into its design; Present the brand concept of "Moment Art Scene". At the same time, we are updating quarterly themed exhibitions in core cities such as Beijing and Shanghai, and continuously providing users with fresh immersive experiences through diversified curation such as Time Art Studio, Meow Photography Studio, and Fantasy Time Workshop. At the user operation level, the brand takes online mini programs as the core carrier, with a complete consumption path and warm communication as the core. Through annual membership bills, precise flavor recommendations, cross-border co branded coffee, capsule recycling incentives and other methods, it strengthens long-term connections with users and builds a sustainable user relationship ecosystem.
Regarding the sustainable development of the brand, Lu Hanlin emphasized that coffee is a force for good, and the quantitative extraction system itself has sustainable attributes, which can achieve efficient utilization of water sources, coffee powder, and energy. Since 2015, Nespresso has launched the capsule recycling plan in Chinese Mainland and built a complete recycling link, opened online and offline omni channel recycling services, and the logistics costs are borne by the brand. The recycled coffee grounds and recycled aluminum are endowed with new value: they are transformed into "black gold soil" in cooperation with the Shenzhen Mangrove Foundation for urban ecological restoration; At the same time, we also use recycled materials to create urban public facilities - in the public welfare chair projects that have landed in Jing'an Temple Street in Shanghai and Wangjing Street in Beijing, the brand has partnered with local autism children's public welfare organizations to integrate children's art paintings into the chair design, blending recycled materials with childlike creativity, making sustainable practices more warm and socially caring, and vividly conveying the brand's care for special groups and practice of diverse and inclusive values.