American Fortune Life

In fact, Starbucks' embrace of technology dates back to the return of Howard Schultz in 2008. When the founder of Starbucks returned to the mountains and became CEO of the company, he made a number of important decisions to clarify the context of Starbucks' times and reposition Starbucks' role in them.

Perhaps the end of most of the "return of founders with few good results" stories, the story of Schultz's hasty creation of himself and the resurgence of Starbucks' East Mountains, and Andy Smith's powerful cha's entry left Starbucks' future and Schultz's reform a little uncertain.

Fortunately, Andy's approach to Starbucks' reform coincides with Schultz's reform path, and as the number one shareholder and chairman of the board, Andy can be said to have dramatically improved Starbucks' IT base by pushing the House of Representatives to persevere in a huge investment effort, creating a venture capital division and appointing a chief digital officer to personally propel Starbucks into a new digital era.

Investing in a cubic mobile payment company, appointing a new chief digital officer, and so on, has already led the outside world to speculate, will Starbucks become a technology company like Amazon?

“What Starbucks wants is a brand committed to connecting people, the so-called 'Starbucks Experience’, not just a cup of coffee. Look now, mobile connectivity, social media has become a part of people's lives, what about the future? I'm sure you can see that without saying so, so if we're going to redefine the way we connect people, we have to make Starbucks aware of the importance of digital marketing. ”

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

Credit card readers produced by the first cubic companies will be handed over to Starbucks and distributed to our Starbucks members free of charge. By then, our users will not only be able to query all their personal account information once they have logged into the account through their membership card number, but will also be able to directly recharge their personal credit cards. When consumed at Starbucks stores, you can complete your payment by scanning the QR code of your member account directly in the mobile app at the cash register.

And I think you can imagine the enormous benefits that Starbucks can bring to us, that the media and investors think we're learning and becoming another Amazon.

No, I never thought about turning Starbucks into Amazon, so urgently shifting to e-commerce, cell phone payments and social network marketing, for the simple reason that Starbucks is where customers are and where Starbucks goes.

Not to mention, the new technology connects customers inside and outside coffee shops, something Starbucks could not have done before. In the future, attracting customers to use the mobile internet for consumption in Starbucks means we can track them down and create an online community for their core users. ”

Andy never wanted to be a mascot chairman, and to have his tentacles involved in all aspects of the company, he had to have a set of authentic materials of his own, otherwise, even if he was chairman, he would be underestimated by these diverse subordinates.

And to build his own authority, it needs to be built up successfully. As for Howard Schultz, the founder of the return, who wants to do a big job, I'm sorry, but he can only stand aside and do his CEO job, and only follow him as Andy Smith, the chairman's baton.

“ The plan for closing stores and layoffs in North America is almost over. Then it is time to re-locate the plan to expand stores. The current economic environment is very beneficial for us to open new stores. The rest of the BO after the financial and economic crisis, even on Madison Avenue in Manhattan, is quite depressing, an empty store.

For us, that means some changes and opportunities, rents are down!

Because if the landlord doesn't cut the rent, their shop will have to be empty. That's a good thing, especially for us, because that way we can drive nearly 700 more Nova Starbucks a year, and even though the cost of labor is likely to increase dramatically, one, two, three years from now, in this macroeconomic context, Starbucks will be on the next floor. And now, it's time for us to work in that direction... ”

Andy at this moment, like a true strategic commander, articulates his vision and direction for the next phase of Starbucks' development, as well as his strategic focus, with his foresight and overwhelming grasp, and he knows better than anyone that the future U.S. economy will face many years of ‘prosperity', whether this prosperity is false or overspent, and with this boom train, Starbucks' valuation will double for sure, breaking hundreds of billions is only a matter of time.

So this is the best time to expand. The expansion of overseas markets, in particular, cannot stop.

“Heavenly Dynasty, which will be our main and most important overseas expansion in the next decade, Howard, I hope you can personally select a team to take charge of the Heavenly Dynasty market... ”

After experiencing the era of "instant coffee” represented by Nestlé, it is now the era of "espresso" represented by Starbucks. When the consumers of Heaven and Dynasty are right, it is a new wave of coffee, and I think of an infarction in the beginning, the Westerners are emotional, what the people of Heaven and Dynasty like to eat, the price rises.

A seemingly funny infarct actually explains a lot of problems, and the people of heaven and dynasty will buy it if they like, and even more expensive things will buy it, not jokes. Andy can even say, without courtesy, that in the near future, Heavenly Dynasty people will really manipulate physical quotes around the world.

“The Heavenly Dynasty market will tell the world who will be the final winner.” Andy looked sharply and spoke with determination and confidence.

In a videoconference, Andy, the chairman of the board, was exposed to tremendous pressure on Starbucks executives, including Howard Schultz, especially CEO Howard Schultz, who found that the young chairman was really more than just a Wall Street vampire with financial skills.

He didn't think that Andy had so much, if not so much, about the strategic layout and operation of the business that he, the senior CEO of the coffee industry, had just a vague idea, but at Andy's, it was already a mature plan, and that alone, was enough to deter his neglect and neglect of Andy as a young, unseen chairman of the board for so long.

Don't be shy!

This is the common perception of all Starbucks executives and board members who participated in the videoconference, and Andy, who finished his speech, was very pleased with his performance today, despite being on a screen, he was able to clearly see the solemn and serious faces of these old boys, listening and recording every word he said.

Though it's going to be difficult and long to completely subdue these guys, today is definitely a very good start.

There is no way, even if he has replaced all the important departments with his own people and took control of the main powers, but after all, he can't change them all again. Except for the lack of many talents, the main thing is that the company can't mess up. This involves the interests of many people, he can't cover his hands. After all, it's a listed company, there are too many wives on the head, too many elbows, it's not what he can do with his own company.

And combing, subjecting, step-by-step control will be an established approach to the slow digestion of Starbucks and Qualcomm over the coming period. At the end of the day, however, his stall was a bit big, and his expansionary behavior was a bit urgent in order to take advantage of the financial crisis. It also took time, individually, to consolidate and digest all of these assets.