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

Perhaps it is the ending of most of the "founder's return with little good results". Schultz has not yet come to create himself and Starbucks's comeback story. Reforms are a bit uncertain.

Fortunately, Andy coincides with the reform of Starbucks and Schultz's reform line. As the largest shareholder and chairman, Andy can be said to be the best to maintain a huge investment and greatly improve Starbucks' IT. Foundation, established a venture capital department and appointed a chief digital officer to personally advance Starbucks into a new digital era.

Investing in a series of actions such as setting up a cubic mobile payment company, and appointing a new chief digital officer. In fact, it has long been speculated that Starbucks will become a technology company like Amazon.

"What Starbucks wants to do is a brand that is committed to connecting people, the so-called 'Starbucks experience', not just a cup of coffee. Look at mobile Internet now, social media has become a part of people's lives, what about the future? This? I believe that without me, everyone can foresee, so if we want to redefine the way we connect people, we must make the entire Starbucks aware of the importance of digital marketing. "

Andy watched Starbucks board members, including eo Howard Schultz, in the video window, saying firmly, "Digital marketing is as important to the company's continued success as the coffee it sells.

The first batch of credit card readers produced by Cubic will be handed over to Starbucks and distributed to our Starbucks members for free. At that time, as long as our users log in to their accounts with their membership card numbers, they can not only query all personal account information, but also This directly completes the recharge of the membership card by the personal credit card. When spending at a Starbucks store, 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 everyone here can imagine the huge benefits that Starbucks can bring to us. Some media and investors think we are learning and become another Amazon.

Wrong, I never thought about turning Starbucks into Amazon. The reason why so urgently shifted to e-commerce, mobile payment and social network marketing is that the reason is simply that where customers are, Starbucks goes.

What's more, new technology can closely connect customer relationships 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 chairman of a mascot. To make his tentacles involve all aspects of the company, he must have his own set of real materials. Otherwise, even if he is the chairman, he will be This group of subordinates despised.

To build your own authority, you need success to build up. As for the founder Howard Schultz who wants to do a big job, I'm sorry, he can only let him stand aside and do his own eo job. He could only follow his chairman, Andy Smith.

"... About North America ’s plans to close stores and layoffs are almost over. Then it ’s time to relocate and expand stores. The current economic environment is very favorable for us to open new stores. After the financial and economic crisis Even on Manhattan's Madison Avenue, it is very depressed, one by one, empty stores.

For us, this means some changes and business opportunities, and rents have fallen!

Because if the landlord doesn't lower the rent, their shop can only be left empty. This is a good thing, especially for us, because then we can open nearly 700 new Starbucks every year. Although the labor cost may be greatly increased, 1 year, 2 years, and 3 years later, in this macroeconomic background Next, the scale of Starbucks will rise to another level. And now, it is time for us to work in that direction ... "

At this moment, Andy is like a true strategic conductor, explaining his development plan and direction for the next stage of Starbucks, as well as his strategic focus. With his advanced vision and grasp of the general situation, he knows better than anyone. The future The US economy will usher in a 'prosperity' for many years. As for whether this prosperity is false or overdraft, as long as this train of prosperity is taken, the valuation of Starbucks will be doubled. A matter of time.

Therefore, it is the best time to expand at this time. In particular, 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 people to form a team to take charge of the Tianchao market ..."

After experiencing the "instant coffee" era represented by Nestle, and now the "espresso coffee" era represented by Starbucks, the consumers of Tianchao are facing a new wave of coffee, remembering a stalk Westerners are sighing that whatever the Tianchao people like to eat, the price will rise.

A seemingly funny stalk actually illustrates a lot of problems, and Tianchao people will buy it if they like it, and no matter how expensive it is, it is not a joke. Andy can even say rudely that in the near future, Tianchao people will really control the physical quotations around the world.

"Tianchao Market will tell the world who will be the winner." Andy said sharply and confidently.

In a video conference, the starkness of Andy's chairman made Starbucks executives including Howard Schultz feel great pressure, especially EO Howard Schultz. His pressure was the biggest because, He found that the young chairman was really not just a Wall Street vampire who could only play financial instruments.

He didn't expect Andy's strategic layout and operation of the enterprise, so there is a set, even a lot of things, his senior eo in the coffee industry just has a vague idea, but at Andy, it is already a mature solution, just this One point is enough to deter him from contempt and neglect of Andy, a young, invisible chairman.

Can't be underestimated!

This is the common understanding of all Starbucks executives and board members who have participated in the video conference. Andy, who has shown his lip service, is also very satisfied with his performance today. Although he has a screen, he can clearly see To the solemn and serious expressions of these old boys, he carefully listened and recorded every word he said.

Although it is not difficult and time-consuming to completely subdue this group of guys, today, there is undoubtedly a very good start.

There is no way, it is not the Jiangshan that he hit with one punch and one foot, it will be very troublesome to manage. Even if he has replaced important departments with his own people, he controls the main power, but after all, he cannot change them all, except What kind of talent, the main thing is that the company can not be chaotic. This affects the interests of many people. He can't cover the sky with one hand. After all, it is a listed company. There are too many mother-in-laws on the head and too many constraints. Kind of own wholly-owned company.

Combing, conquering, and taking control step by step, this will be a set policy for Starbucks and Qualcomm to slowly digest in the future. However, after all, his stall was a bit large, and his expansion behavior was indeed a bit anxious in order to make good use of the financial crisis. In a hurry, he wanted to integrate and digest all these assets, and it took time and time to get them all.