"When a company no longer does everything for profit or to maximize its own interests, then it will certainly win the respect and understanding of consumers. Good reputation has become Costco's most expensive asset, which is far more expensive than doing Advertising is much more effective ... "

Andy, wearing only one pair of shorts, leaned on a deck chair on the open-air balcony. The parasol blocked the bright afternoon sun. He talked on the phone and looked out at the vast views of Puget Sound and Elliott Bay in the Pacific Ocean. The slowly flowing Qing Bo, the white ships floating on the sea, and the green tree jungle in the distance constitute a quiet picture scroll, and the poetry and painting are lingering for a long time.

"I like the culture of this company. It still has a lot of potential to be tapped. In terms of e-commerce, Costco's management is somewhat conservative."

Costco, as a traditional retail industry, is not without its shortcomings. However, they have reduced the price of goods to a minimum, and they have adopted a membership fee system. In the short term, they are indeed not afraid of competition from e-commerce, but from the long-term trend. Look, being conservative also means falling behind, and every time a price negotiation with a supplier is the bane that may cause a huge increase in the stock price of Costco.

"Boss, Costco also has its limitations. Of course, it cannot be denied that" Limitedness "is the operating characteristic of Costco that is different from other companies. In short, it is a single ultimate product thinking. This is very consistent with Americans. Relatively simple and specific values ​​and relatively mature consumption concepts have helped storehouse supermarkets continue to flourish in the soil of American culture.

But because of this, leaving the soil of North America, Costco is difficult to compare with Wal-Mart, which also limits Costco's international expansion. "

On the other side of the phone, Arvitelli also unabashedly pointed out the limitations of Costco. His job was to bluntly advise the boss Andy and correct his mistakes.

"Haha, isn't the North American market enough?" Andy didn't mind it, and said with a smirk: "It's too late to say these things now, slowly eroding the shares and waiting for the opportunity." ...

Hanging up the phone, Andy sighed slightly, picked up the cold watermelon juice on the side of the table, bite a straw and took a big sip, and nodded, the sunglasses on the forehead fell on the bridge of the nose, lying on the lounger leisurely .

Tapping

"Boss, I'm back."

Stupidly, Andy, taking a nap, heard the soft call and a familiar aroma in his ears, opened his eyes, took off his sunglasses, and squinted his eyes to look at the person.

Wearing a fleece design, emerald green solid color, adding a three-dimensional flower-decorated u-neck silk shirt in front of her, paired with a white straight cropped pants, black and white drawstring design, waist slimming assistant Sitting next to him, jogging to wake him up.

"Um? Come back, how's it going, all right with your family?"

Tory Black stretched out his hand to open the mineral water on the table, poured it into the cup and handed it to Andy, and said with a sweet smile: "It's all good, thank you boss."

Seeing the happy smile on the assistant ’s face, after Andy took a sip of water to rinse his mouth, the assistant immediately picked up another cup to catch it, and then took another sip of water, and then smiled and said, “It ’s all small things, you Just be happy. "

Andy asked Tory's parents to enter Starbucks and live a middle-class life. Although the current little assistant is not short of money, Tory himself doesn't want to give his parents too much money, thus changing The peaceful life of this ordinary family, a good job, is enough to make her parents happy and peaceful.

As the saying goes, one can get the chicken and dog to ascend to the sky, not to mention the little assistant has always been very obedient and obedient to him. After being saddled and behind the horse, 360-degree non-dead-line service, Andy naturally wants her to worry freely.

Although Tori's previous situation has made her feelings for the family a bit weak, after all, she is no longer the little girl who has struggled in society in the past, and a successful person, why don't you want family and friends to share the joy of success together? ?

On the morning of August 28th, Andy walked into the auditorium of Starbucks headquarters with a smile and spiritedly, and the store managers and headquarters managements in North America reported warm applause.

Sitting on the podium with ceo Howard Schultz, Andy straightened his body, looked around the platform for a week, reached down and pressed down to applause. He also knew that these applauses were not the sincerity of everyone present. After all, As a latecomer, he also carried out a **** change with great boldness, and it was unrealistic to get genuine support.

However, do they need to care about the opinions of their employees?

To be honest, I really do n’t need it. After all, the Starbucks layoffs of the butcher knife have just fallen shortly. There are **** examples out there. For this kind of halfway acquisition and merger company, Andy does not need how much the company loves him. He wants It's awe!

The smile on Andy's face converged and said in a very serious and serious tone: "After a period of change, a brand new Starbucks is on the road again, which is inseparable from the cooperation and efforts of everyone present.

I am absolutely convinced that after this shock-style reform, we will definitely reverse the company's situation. Although the process is extremely difficult, we have come over ... "

"Papapa ..."

There was thunderous applause from the audience. This time the applause was really sincere from everyone ... Relaxed, and finally no longer have to worry about it.

Andy smiled slightly, reached out and pressed down, and continued calmly: "I know that many people are relieved that the days of turbulence have finally passed and indeed passed, but in the future work, the company will You have been more stringent in the past, and you must also ask yourself if you can still stand by Starbucks' mission, if you also believe that we can do this, and if you are ready to fight! "

With the three questions from Andy, the audience was silent, and Andy glanced at the whole venue with a flickering tone, and his tone became more serious. He continued: "On the issue of becoming chairman, I know that many people Not optimistic, and even think this may be a disaster for Starbucks ... Then, I tell you, and everyone who has this idea, I don't need your vote to support it!

As long as you guys do one thing, it's repairing the house because it's on fire! I will not tolerate the company's previous performance. I cannot tolerate the existence of anyone in the company who does not believe in the company and our core mission. "

Howard Schultz, sitting beside Andy, showed a startled expression, looked at Andy with a grim complexion, and looked at the silent audience, and sighed inwardly, and sworn sovereignty against Andy. Only wry smile. He knew that after the conference, whether he wanted to or not, Starbucks would carry the brand of this young man.

"I came to Starbucks with a vision, that is, to make Starbucks a great company for sustainable development, to create the most famous and respected brand in the world, and to be famous for inspiring and nurturing the human spirit.

To this end, I also have seven major initiatives for Starbucks ... "

On the podium, Andy faced the scorching gaze of thousands of people in the audience, with a lightly outstretched finger, talking bluntly: "The first to become the undisputed leader in the coffee industry.

Second, attract and inspire Starbucks partners, that is, all of you here and future company employees.

The third is to reignite customers' enthusiasm for Starbucks and build emotional bonds with customers.

Fourthly, to expand our global business, we must make each of our Starbucks stores the core of the local community.

The fifth is what we at ceo insist on, to be a leader in ethical procurement and environmental protection.

The sixth is to create an innovative development platform that matches Starbucks coffee, with wireless networks covering all stores.

The last is to establish a sustainable economic model ... "