Chapter 1890

In fact, Starbucks' embrace of technology can be traced back to the return of Howard Schulz in 2008. When the founder of Starbucks came out again as CEO of the company, he made a lot of important decisions, made clear the background of Starbucks, and redefined the role of Starbucks in it.

Maybe it's the ending of the story that most of the founders return with little good results. Schultz has not yet come to create a story of his own and Starbucks' comeback. Andy Smith's strong Cha has made the future of Starbucks and Schultz's reform a little uncertain.

Fortunately, Andy's reform of Starbucks coincides with Schultz's reform route. As the first major shareholder and chairman of the board, Andy can be said to stand out from the crowd and stick to the huge investment, thus greatly improving the IT foundation of Starbucks. He also set up the venture capital department and appointed the first digital officer to personally push Starbucks into a new digital era.

In fact, a series of actions, such as establishing cube mobile payment company and appointing a new chief digital officer, have long led the outside world to speculate that Starbucks will become a technology company like Amazon?

"what Starbucks wants to do is to make a brand dedicated to connecting people together, that is, the so-called" Starbucks experience ", rather than just a cup of coffee. Now, mobile Internet and social media have become a part of people's life. What about the future? I don't need to say that you can also foresee this, so if we want to redefine our way of connecting people, we must make the whole Starbucks realize the importance of digital marketing. "

Andy looked at Starbucks board members including CEO Howard Schultz in the video window and said firmly, "digital marketing is as important to the company's continued success as the coffee sold.

The first batch of credit card readers produced by cube company will be handed over to Starbucks and distributed to our Starbucks members free of charge. At that time, our users can not only query all personal account information, but also directly complete the recharge of personal credit card to the membership card as long as they log in the account through the membership card number. When you consume in Starbucks, you can directly scan the QR code of the member account in the mobile application at the cash register to complete the payment.

I think all of you here can imagine the huge benefits that can be brought to Starbucks. Some media and investors think that we are learning to become another Amazon.

No, I never thought about turning Starbucks into Amazon. The reason why it is so urgent to transfer to e-commerce, mobile payment and social network marketing is simply that Starbucks goes where customers are.

What's more, the new technology can connect customers inside and outside the coffee shop, which Starbucks could not do before. In the future, attracting customers to use the mobile Internet to consume in Starbucks means that we can track them and create an online community with them as the core users. "

Andy never wanted to be the chairman of the mascot, but if he wanted his tentacles to involve all aspects of the company, he had to have a set of real materials of his own, otherwise, even if he was the chairman, he would be despised by these subordinates with different thoughts.

To build his own authority, success is needed to accumulate. As for Howard Schulz, the returning founder, who wants to do a big job, I'm sorry to say that he can only stand aside first and do his own job as CEO. He can only follow Andy Smith, the chairman of the board of directors.

“。。。 As for the plan of closing stores and layoffs in North America, it's almost over, so it's time to relocate and expand stores. At present, this economic environment is very favorable for us to open new stores. After the financial and economic crisis, even on Madison Avenue in Manhattan, it's still very depressed, an empty shop.

For us, it means some changes and business opportunities, rent reduction!

Because if the landlord doesn't cut the rent, their shop will be empty. This is a good thing, especially for us, because we can open nearly 700 new Starbucks every year. Although the labor cost may be greatly increased, in one year, two years and three years, in this macroeconomic context, the scale of Starbucks will rise to another level. Now, it's time for us to work in that direction

At this moment, Andy is just like a real strategic commander, explaining his development plan and direction for the next stage of Starbucks, as well as the strategic focus. With his foresight and grasp of the general situation, he knows better than anyone that the future American economy will usher in many years of "prosperity". As for whether the prosperity is false or overdrawn, as long as it is built on this It's certain that Starbucks will double its estimate for a prosperous train. It's only a matter of time before it breaks the hundred billion mark.

So this is the best time to expand. Especially the expansion of overseas market cannot be stopped.

"China is going to be the most important and important market for our overseas expansion in the next decade. Howard, I hope you can personally select people to form a team to take charge of China's market..."

In the era of "instant coffee" represented by Nestle, and now the era of "Italian coffee" represented by Starbucks, Chinese consumers are now facing a new round of coffee wave. Thinking of the original reason, Westerners feel that what Chinese people like to eat will increase the price.It seems like a funny stem, but in fact, it also shows a lot of problems, and the people in China will buy as long as they like, and it's not a joke that the most expensive things will be bought. Andy can even say bluntly that in the near future, the Chinese people will really control the real quotation all over the world.

"The Chinese market will tell the world who will win in the end." Andy's eyes are sharp and his tone is firm and confident.

In a video conference, Andy, the chairman of the board of directors, made Starbucks executives including Howard Schultz feel great pressure, especially CEO Howard Schultz, whose pressure is the greatest, because he found that the young chairman is really not just a Wall Street vampire who can only play financial means.

He didn't expect Andy to have such a set or even a lot of things about the strategic layout and operation of the enterprise. His senior CEO in the coffee industry just has a vague idea. But in Andy's place, it's a mature plan, and this alone is enough to intimidate him to despise and neglect Andy, a young and invisible chairman.

Don't underestimate!

This is the common cognition of all Starbucks executives and board members who have participated in the video conference, and Andy, who has performed his eloquence, is also very satisfied with his performance today. Although he is across a screen, he can clearly see the dignified and serious expressions of these old boys, and earnestly listen to and record every word he said.

Although it's not easy to completely accept these guys, and it will take a long time, but today, there is undoubtedly a very good start.

There's no way. It's difficult to manage the rivers and mountains with one blow and one foot. Even if he has replaced all the important departments with his own people and controlled the main power, but after all, he can't change them all. In addition to the lack of talents, the most important thing is that the company can't be disordered, which involves the interests of many people. He can't cover the sky with one hand, After all, it's a listed company. There are too many mothers-in-law and constraints on it. It's not how he wants to be able to build his own wholly-owned company.

Combing, accepting and controlling step by step will be his established policy for Starbucks and Qualcomm in the future. However, in the end, his stall is a little big, and in order to make good use of the financial crisis, his expansion behavior is really a little anxious and hasty. It takes time and one by one to integrate and digest all these assets.