Thoughts on "Injecting into the Heart" 3

I prefer to extract trivial fragments and words from his decision-making, transformation, self-encouragement, or a certain detail.

Howard schultz, a Jewish family from a slum, grew up in Brooklyn, new york. He lives in a small apartment with his family and shares a small bed with his brothers and sisters. The ground outside the house was filthy, and the plane flying to JFK airport roared relentlessly above. Besides Jews, immigrants from Italy, Ireland and Africa also live here. Schultz spent his childhood in this harsh environment, and at the same time, he also shaped his strong character and looked fearless.

Howard schultz 1952 was born in Brooklyn, new york. Graduated from Northern Michigan University.

1975, joined Xerox. /kloc-how did you graduate from college when you started working at the age of 0/7?

1982, became the manager of Starbucks Marketing Department and Retail Department. I became a manager at the age of 20!

1986, he left Starbucks and opened the first coffee shop. Start a business at the age of 34.

1987, Schultz called a group of investors to buy Starbucks. This paragraph is the most legendary, I don't spoil it!

1992, Starbucks listed in the United States. When people reach middle age, their assets will be free.

From 65438 to 0999, Starbucks opened its first store in Chinese mainland in Beijing International Trade Center. I once visited.

In 2006, he was listed on the Forbes 400 Rich List, with a net worth of over $654.38 billion. Now it doesn't seem to matter!

On June 4th, 20 18, howard schultz announced his resignation. He is very concerned about his life after retirement.

? Throughout his life experience, he is unknown, ordinary and even slightly bitter. But the kingdom of the coffee world was born. Some people only see the surface of things and ask "why", while Schultz is thinking about things that have never been presented and asking himself "why not". If you say you never had a chance, it may be that you never seized it; The so-called viewpoint is to see what others have not seen and solve the difficulties that others have not seen.

Schultz is sometimes influenced by Drucker, a master of management. For example, this sentence impressed him deeply: "Good luck only favors those who have plans. Whenever you see a successful enterprise, someone has to make a brave decision. People who say no can't achieve great things. We judge ourselves by what we can do, while others judge us by what we have done

Schultz's legal standard for joint venture investors, that is, the ratio of someone's net asset value to his investment risk, must be greater than the investment risk of that newly opened small enterprise. From the beginning, he invested in Starbucks according to this principle.

He adopted the principle that the company's long-term prosperity is based on its own values and the guiding principle of competitive advantage. I want to attract and hire people who work together for the same goal. They don't fight, and they like to challenge others' impossible goals. I want to create a corporate culture in which individuals can not only be satisfied, but also be respected and envied by others.

He often asks himself, if his father had helped himself more, would he have been more successful today and would his life have been smoother? Until one day, his good friend said to him, "If your father was a successful man, maybe you wouldn't have such motivation today." Seeing this sentence, I feel a lot. Before, I always asked myself this question. If my parents had helped me more, I wouldn't have let myself work so hard in a foreign land. But only in this way can I exercise myself and make myself more helpless and powerful.

Ironically, the success or failure of retail and catering industries depends largely on the level of customer service, and the employees in these enterprises have the lowest income and the worst welfare. Be kind to your employees. Starbucks is the only one in the family that provides medical benefits and even dental treatment insurance for employees (dental treatment abroad is very expensive). He really realized his original declaration and guidelines when staring at the starry sky:

Starbucks mission statement: provide a perfect working environment and create a working atmosphere of mutual respect and trust; Adhering to multiculturalism is an important principle of enterprise management; Purchase and provide the best products with the highest standards; Always meet customer needs with a high degree of enthusiasm; Actively contribute to the community and the environment; Recognize that profit is the foundation of our future success;

The basic principle of Starbucks founder: To make customers interested in something, you should give it the connotation of knowledge and experience, and let those who want to know that if you do this, it will form a seemingly accessible market, and its popularity will exceed your imagination. Be careful what you want, and you will get it;

The best way to build a brand: give every customer sincere service every time;

Our creativity is to train people how to enjoy coffee romantically; At the same time, he also created a culture:

? If you care more about gains and losses than others-think wisely.

? If you are more desperate than others-think about peace.

? If you dream more than others-think about reality.

? If you expect more than others-think about the probability!

Off-book episode:

The vision described by Schultz, the founder of Starbucks, in his autobiography "Into the Heart" is that the biggest difference between Starbucks and other coffee shops is that consumers have a unique experience when they enter the store: the fragrance of coffee, Starbucks' sense of social responsibility, the close relationship between customers and baristas as family members, and customers are proud to buy our high-quality coffee and assume social responsibilities. To our customers: we are wholeheartedly. We sincerely communicate with customers, share happiness and provide exciting life experiences-even for a moment. Our real core is to connect with each other.

? But in ordinary Starbucks stores in China, you can't see this kind of vision description at all. Some people are busy with the map, unable to get on the Wi-Fi network, unable to clear the table in time, constantly changing clerks, unprofessional technology, inflated prices compared with those in the United States, and no clerk can name old customers, constantly recommending membership cards, dolls and cups in the sales area. Most of them are in the shops in the business district, and it is impossible to form a community culture. Some shops have no blues background music at all. 2065438+Starbucks' third quarter financial report released on July 26th, 2008, with revenue of $63 1 billion, up1.48% year-on-year; The net profit was $853 million, a year-on-year increase of 23.3%. In China, same-store sales rarely drop by 2%. I don't think this is the influence of the wolves' admission, but their own management.

? First of all, when Starbucks entered the markets of Chinese mainland and Taiwan Province Province, it didn't know the culture of Chinese mainland, and still thought that coffee was imported, so how to deploy its own network quickly and accurately. Starbucks is still at a loss. Schultz made a very wise move, that is, to cooperate with the Taiwan Province Provincial Enterprise Consortium. Driven by Uni-President's location in China, Jiangsu, Zhejiang, Shanghai and Taiwan Province Province, the richest place in China, are all outsourced to Uni-President. Therefore, in a very short period of time, 65,438+0,300 Starbucks stores were opened in Jiangsu, Zhejiang and Shanghai, which quickly gained wide popularity in the first-tier market in China. Such strategic cooperation has also brought a net profit of nearly one billion yuan per year to Uni-President. However, at the same time, there is also a problem. After all, it is not a brand created by itself, and it is not necessary for Uni-President to completely create Starbucks coffee culture. Capital is profit-seeking, and everything is based on profit. Especially in 20 12, PepsiCo launched the sales market in China in an all-round way, and sold the agency to Master Kong, the "sworn enemy" of Uni-President. The bottling right of Frappuccino, one of Starbucks' most profitable products, was also transferred to Master Kong for processing, which also gave a warning signal to Unification. Therefore, it is not surprising that there are problems in the operation of Starbucks in Jiangsu, Zhejiang and Shanghai in recent years. According to the internal disclosure of Uni-President's senior management, the most interesting episode was that when Uni-President prepared to sell 1300 stores to Starbucks last year, the financial and lawyer liquidation teams of more than 20 people from both sides conducted store accounting for several months. It involves employee handover, store renewal, equipment depreciation, future trend valuation and many other things. After several months of repeated evaluation in a five-star hotel, neither side can find a satisfactory price. Until last year, Luo Zhixian, son-in-law of Gao Qingyuan, chairman and founder of Uni-President, and Schultz, president of Starbucks, got together in Shanghai Cafe. Luo Zhixian, how about a million-dollar store? Schultz went on to say, yes! Dozens of people fainted on the spot, and the asset evaluation that lasted for several months ended here. 654.38+03 billion dollars became Schultz's last acquisition. After that, he stepped down and made every effort to build a series of Starbucks stores. It also created the fastest acquisition in history.

The newly opened Starbucks China Zhen Xuan Store revived Starbucks' missing culture in China, and went to the world's largest flagship processing factory located at Shikumen Second Road. What I saw was really shocking. Even I, a person who rarely drinks coffee and only likes to observe and not consume, ordered a pot of tea and sipped it quietly-admiring the experienced shop assistants from Taiwan Province, Hongkong, Dalian, Guangzhou and other provinces and cities, and made various features in the skillful operation again and again. From observation, experience, explanation, combination, derivation and tasting, it is an all-round experience process. Even the products of the pilot store in Seattle: alcoholic drinks and cocktails were brought in. When Schultz returned in 2007, he eliminated all the baked goods in the store, even though the sandwich heating for breakfast was cancelled. I'm afraid it will affect the rich coffee aroma in the coffee shop. The flagship store actually added more than a dozen baked goods and chocolate products and asked the manager that they were all exclusive agents from Italy. Maybe Schultz is famous for espresso.

? Maybe I want to continue to create legends!