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

Perhaps it is the ending of most stories where "the founder returns rarely has good results", Schultz has not yet come to create a story of himself and Starbucks' comeback, and Andy Smith's strong entry makes Starbucks' future and Schultz's reforms have a little uncertain future.

Fortunately, Andy's reform of Starbucks coincides with Schultz's reform route. As the largest shareholder and chairman, Andy can be said to have gone against the opposition and insisted on huge investment, which greatly improved Starbucks' IT foundation, and established a venture capital department and appointed a chief digital officer to personally promote Starbucks to a new digital era.

Investing in the establishment of a Cube Mobile Payment Company and appointing a chief digital officer, a series of actions have actually caused the outside world to start speculating whether 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 the current, mobile Internet and social media have become a part of people's lives, what about the future? I don't need to say this, and you can foresee it. Therefore, if we want to redefine the way we connect people, we must make the entire Starbucks realize the importance of digital marketing."

Andy looked at the Starbucks board members including eo 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 Cube 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 their account through the membership card number, but also directly complete the recharge of the membership card by personal credit card here. When spending in Starbucks store, directly scan the QR code of the membership account in the mobile app at the cashier to complete the payment.

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

Wrong, I never thought of turning Starbucks into Amazon. The reason why it is so urgent to transfer to e-commerce, mobile payments and social network marketing is very simple, that is, wherever customers are, Starbucks will go.

What's more, new technologies can closely link 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 on Starbucks means we can track them and create an online community with them as their core users."

Andy never thought of being a mascot chairman. If he wanted his tentacles to involve all aspects of the company, he had to have his own real materials. Otherwise, even if he was the chairman, he would be despised by these subordinates with different thoughts.

To establish one's own authority, success is needed to accumulate. As for the founder of the Return, Howard Schultz, who wants to do a big fight, I feel embarrassed, so I can only let him stand aside first and do his job well, and I can only follow the baton of Chairman Andy Smith.

"...The plan for closing stores and layoffs in North America has almost come to an end. It is time to re-select a plan to expand stores. The current economic environment is very beneficial for us to open new stores. After the financial and economic crisis, even on Madison Avenue in Manhattan, it is very depressed, with empty stores one by one.

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

Because if the landlords do not reduce their rent, their shops will only be empty. This is a good thing, especially for us, because we can open nearly 700 more Starbucks every year. Although labor costs may increase greatly, in 1 year, 2 years, 3 years, in this macroeconomic context, the scale of Starbucks will rise to a higher level. Now, we are working in that direction…”

At this moment, Andy is like a real strategic conductor, explaining his development plan and direction for Starbucks' next stage, as well as his strategic focus. With his forward-looking vision and general trend, he knows better than anyone else that the US economy will usher in many years of "prosperity" in the future. As for whether this prosperity is false or overdrawn, as long as he boards this prosperous train, it is certain that Starbucks' valuation will double, and it is only a matter of time before it breaks through 100 billion.

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

"Chiang Dynasty 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 responsible for the Chiang Dynasty market..."

After experiencing the "instant coffee" era represented by Nestle, now it is the "Elitean coffee" era represented by Starbucks. What consumers in the Celestial Empire are facing is a new wave of coffee. Thinking of a joke at the beginning, Westerners sigh that what people in the Celestial Empire like to eat will increase prices.

A seemingly funny joke actually explains a lot of problems. As long as the people of the Celestial Empire like, they will buy them, and even the most expensive things will be bought is not a joke. Andy can even say without hesitation that in the near future, the Celestial Empire will really control the physical quotations of the whole world.

"The Celestial Market will tell the world who will be the final winner." Andy said with a sharp look and a firm and confident tone.

In a video conference, Andy's strength as the chairman was revealed, which made Starbucks senior executives, including Howard Schultz, feel tremendous pressure, especially Howard Schultz, who is under the greatest pressure because, he found that this young chairman is really not just a Wall Street vampire who only knows how to play financial means.

He did not expect Andy to have such a set of strategic layout and operations of the company, and even many things. He, a senior eO in the coffee industry, only had a vague idea, but for Andy, it was already a mature plan. This alone was enough to shock him to contempt and ignore Andy, a young chairman who had never seen anyone for a while.

It cannot be underestimated!

This is the common understanding of all Starbucks executives and board members who participated in the video conference. Andy, who had finished speaking, was also very satisfied with his performance today. Although he was separated by a screen, he could clearly see the solemn and serious expressions of these old boys, and listened and recorded every word he said seriously.

Although it is quite difficult to completely subdue these guys and it will be a long time, today, there is undoubtedly a very good start.

There is no way, it is not that he has defeated the country with one punch and one kick. It will be very troublesome to manage it. Even if he has replaced all important departments with his own people and controls the main power, he cannot change them all. Except for not having much talent, the most important thing is that the company cannot be messed up. This involves the interests of many people. He cannot cover up the sky with one hand. After all, it is a listed company, with too many mother-in-laws on his head and too much constraints. It is not that he can do what he wants to do.

Sorting, subduing, and controlling step by step will be a set policy that he will slowly digest against Starbucks and Qualcomm in the future. However, after all, the store is a bit big, and in order to make good use of the financial crisis, his expansion behavior is indeed a bit anxious and hastily. It takes time to integrate and digest all of these assets.
Chapter completed!