Starbucks' way of doing business Starbucks leads not in coffee but in culture

Recently, one of my friends started a new business of selling coffee. Specifically, he has opened the relationship between several major foreign planting sites and adopted two channels of enterprise customization and e-commerce in China. According to him, the profit of canceling the sale of the intermediate link is still quite high. As for the quality of coffee, he gives an example. Usually the Starbucks coffee we drink is made of 40 kinds of coffee powder. By comparison, the quality of the coffee he sells is higher than that of Starbucks. In addition, the biggest advantage of the coffee he supplies is that it is fresh, there is no warehousing link, and customers order first and then ship directly from the place of origin.

I have no way of knowing whether Starbucks coffee is really made from a mixture of 40 coffee powders, but interestingly, this analogy gives me an intuitive impression of the quality of the coffee he sells. Yeah, it's better than Starbucks coffee. That should be good.

If coffee has a pyramid, I have to admit that Starbucks should be at the top of the pyramid. Because of it, many people drink coffee for the first time, especially in China, Starbucks is definitely a forerunner in promoting coffee culture. In January 1999, Chinese mainland opened its first store in Beijing International Trade Center. For 15 years, Chinese mainland has operated more than 1000 stores in more than 60 cities, and its latest goal is to reach 1500 this year. For Starbucks, China is Starbucks'"second home market". At present, China has become the second largest Starbucks market in the world after the United States. Based on China's demographic advantage, China may overtake the United States to become the world's largest market in the near future.

One of my colleagues is a crazy fan of Starbucks, who comes to work with Starbucks coffee at least three mornings a week. Ask her why she likes Starbucks, she said that she actually likes coffee, as for why Starbucks, there may be many varieties, activities, derivatives, stores, while being easy to buy, but also often have small surprises and small activities. Her views may represent the psychology of a large number of young people who often drink Starbucks coffee, convenience, casual, fashion and quality, which is also the successful image of Starbucks in China and the way to its success.

In any case, in China, a country with a long history of tea culture, Starbucks experience is worthy of careful study. "Starbucks leadership" published by Citic Publishing House is the work of Joseph Mitchell, a senior corporate consultant in the United States. Previously, he started from the study of customer experience and wrote the best-selling book Starbucks experience. This time, from the perspective of leadership, he describes how Starbucks leaders adhere to the principle of being customer-centered, caring and respecting employees, constantly providing high-quality coffee and developing new products during the economic downturn. Use innovation and technology to lead Starbucks out of economic difficulties and make a comeback.

Joseph Mitchelli believes that the basic principles of Starbucks leadership can be summed up in this way: connection, humanity, humility, passion and love. At the same time, he summed up the five principles of Starbucks' global long-term sustainable development model: experience with heart and passion; inject love and let trust flow; respect each other and reach consensus; connect widely and make people closely related; learn to cherish and move forward.

Leadership must be uploaded and released in order to achieve maximum results. One of my media friends once wrote on moments: Starbucks seems to have given its employees a new reach out task. Today, after wiping the table, an employee in a store praised a female customer who had just come in. "what a beautiful dress you're wearing, and then walk away," doesn't the next sentence say, "do you know a company called Amway?" Although it is a complaint, it also reflects Starbucks' efforts to establish sincere contact with customers.

In this book, the author emphasizes that Starbucks is not only a "coffee" enterprise, but also a "human" enterprise. The core and soul of Starbucks is Starbucks people. At Starbucks, employees are called "partners". Because they not only have the benefits of insurance and medical care, but also have the right to get the "coffee bean stock" of the enterprise, and really become a member of the enterprise. Starbucks provides a platform for "partners" to realize their dreams, and firmly believes in putting the interests of "partners" first and respecting their contributions. In addition to a sound welfare system, Starbucks also attaches great importance to long-term coffee knowledge training for its "partners".

For the author, if I have the time and mood, I would rather go to a teahouse or dessert shop for no other reason. Starbucks is noisy and people come and go mixed with the roar of grinding coffee. However, it is undeniable that Starbucks has successfully established a leading position in the high-quality coffee industry in China and achieved high brand awareness. Its aggressive, elegant and fashionable brand image with humanistic spirit is widely recognized and welcomed by all kinds of Chinese consumers. For many Chinese, Starbucks' green mermaid logo not only represents the best coffee, but also is synonymous with high quality and modern lifestyle. Starbucks itself is proud that Chinese people have a tradition of drinking tea, but Starbucks has built up a good coffee culture in such a tea-drinking society.

As for what is the coffee culture advocated by Starbucks, whether it is to follow the crowd or to love it in your heart, I am afraid only you know the answer.