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In fact, Starbucks' embrace of technology can be traced back to the return of Howard Schultz in 2008. When the founder of Starbucks came out again as CEO of the company, he made many major decisions, clarified the background of Starbucks’ era, and repositioned Starbucks’ role in it.

Perhaps it is the ending of most stories of "the founder returns with little good results". Schultz has not yet come to create a story about his comeback with Starbucks. Andy Smith's strong entry makes Starbucks future and Schultz's Reforms are a bit iffy. ?

Fortunately, Andy's reform of Starbucks coincides with Schultz's reform route. As the largest shareholder and chairman, Andy can be said to have resisted all opinions and insisted on huge investment, thus greatly improving Starbucks' IT foundation, and set up a venture capital department and appointed a chief digital officer to personally push Starbucks into a new digital era.

A series of actions such as investing in the establishment of Cube Mobile Payment Company and the appointment of a new chief digital officer have actually made the outside world speculate whether Starbucks will become a technology company like Amazon?

"What Starbucks wants to do is a brand dedicated to connecting people together, the so-called 'Starbucks experience', not just a cup of coffee. Look at the present, mobile Internet, social media have become part of people's lives, what about the future? Believe it or not, everyone can see it, so if we want to redefine the way we connect people together, we must make the entire Starbucks aware of the importance of digital marketing."

Andy looked at the board members of Starbucks 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 Cubic Company will be handed over to Starbucks and distributed to our Starbucks members for free. At that time, our users can not only query all personal account information after logging in to the account through the membership card number, but also in This directly completes the recharge of the personal credit card to the membership card. When purchasing at a Starbucks store, you can directly scan the QR code of the membership account in the mobile app at the cash register to complete the payment.

I think everyone here can imagine the huge benefits that Starbucks can bring to us. Some media and investors think that we are learning and becoming another Amazon.

Wrong, I never thought about making Starbucks into Amazon. The reason why it is so urgent to move to e-commerce, mobile payment and social network marketing is simple, that is, where the customer is, Starbucks will go.

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

Andy has never thought of being a mascot chairman, but if he wants to get his tentacles involved in all aspects of the company, he must have a set of real materials of his own, otherwise, even if he is the chairman, he will be regarded as the chairman. This group of subordinates with different minds looked down upon them.

To establish your own authority, you need to accumulate success. As for the returning founder Howard Schultz, he wants to do a big job. Sorry, he can only stand aside and do his job as CEO. We can only follow the baton of Chairman Andy Smith.

"...The plan of closing stores and layoffs in North America has almost come to an end, so it is time to re-locate and expand the plan of stores. The current economic environment is very favorable for us to open new stores. After the financial and economic crisis, BO Afterwards, even on Madison Avenue in Manhattan,

It is also very depressed, with empty stores one by one.

For us, this means some changes and business opportunities, and the rent will drop!

Because if the landlord doesn't lower the rent, their shop will be left 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, after 1 year, 2 years, and 3 years, in this macroeconomic background Next, the scale of Starbucks will go up to a higher level. And now is the time for us to work in that direction. . . . . . "

At this moment, Andy is like a real strategic commander, expounding his development plan and direction for the next stage of Starbucks, as well as the strategic focus. With his advanced vision and grasp of the general trend, he knows better than anyone else that the future The U.S. economy will usher in many years of "prosperity". As for whether this prosperity is fake or overdrawn, as long as you get on this prosperous train, Starbucks' valuation will double for sure. time issue.

Therefore, it is the best time to expand at this time. Especially the expansion of overseas markets cannot be stopped.

"Tianchao will be the most important and important market for our overseas expansion in the next ten years. Howard, I hope you can personally select personnel to form a team to be in charge of the Tianchao market..."

Having gone through the era of "instant coffee" represented by Nestle, and now the era of "espresso coffee" represented by Starbucks, Chinese consumers are facing a new wave of coffee. , Westerners sigh with emotion, what the Chinese people like to eat will increase the price.

A seemingly funny meme actually explains a lot of problems, and it is not a joke that people in the Celestial Dynasty will buy as long as they like it, no matter how expensive it is. Andy can even say unceremoniously that in the near future, the Chinese people will really manipulate the world's physical quotations.

"The Tianchao market will tell the world who will be the final winner." Andy said with sharp eyes and a firm and confident tone.

In a video conference, Andy, the chairman, showed his sharpness, which made Starbucks executives including Howard Schultz feel tremendous pressure, especially CEO Howard Schultz, he was under the greatest pressure because, He found that the young chairman was really not just a Wall Street vampire who only knew how to play financial tricks.

He didn't expect that Andy had such a set, or even many things, about the strategic layout and operation of the enterprise. He, a senior CEO in the coffee industry, only had a vague idea, but it was already a mature plan for Andy. One point is enough to deter him from his contempt and neglect of Andy, the young, invisible chairman.

Can't be underestimated!

This is the common cognition of all Starbucks executives and board members who have participated in the video conference, and Andy, who has used his tongue, is also very satisfied with his performance today. Although he is separated by a screen, he can see clearly. Seeing the dignified and serious expressions of these old boys, he listened carefully and recorded every word he said.

Although it is not easy to completely subdue this group of guys, and it will take a long time, but today, there is no doubt that they have made a very good start.

There is no way, it is not the country that he has punched and kicked, it will be very troublesome to manage, even if he has replaced all the important departments with his own people and controlled the main power, but after all, he cannot replace them all, except if there is no What a talent, the most important thing is that the company can't be chaotic, which involves the interests of many people. He can't cover the sky with one hand. Kind of self-owned company.

Sort out, subdue, and control step by step, this will be an established policy that he will slowly digest Starbucks and Qualcomm in the future. However, after all, his stall is a bit too big, and in order to make good use of the financial crisis, his expansion behavior is indeed a bit anxious and hasty. If he wants to integrate and digest all these assets, he needs to come one by one and it will take time.

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