American Fortune Life

"When a company is no longer doing everything for profit or seeking to maximize its own interests, then it will definitely be able to win the respect and understanding of consumers. A good reputation has become the most expensive asset of Costco. It is far more expensive than spending a lot of money to make Advertising is much more effective..."

Andy, who was only wearing a pair of shorts, was leaning on the sun lounger on the open-air balcony, with the sunshade blocking the bright afternoon sun, talking on the phone while looking far away at the vast beauty of Puget Sound and Elliott Bay in the Pacific Ocean. The slowly flowing Qingbo, the white boats floating on the sea, and the green trees and jungles in the distance form a quiet picture scroll, and the poetic and picturesque feeling will linger for a long time.

"I like the culture of this company. It still has deep potential to be tapped. On the issue of e-commerce, Costco's management is somewhat conservative."

As a traditional retail industry, Costco is not without flaws. However, they have kept the prices of their products 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. See, being conservative also means lagging behind, and every price negotiation with suppliers is the bane that may cause huge fluctuations in Costco's stock price.

"Boss, Costco also has its limitations. Of course, it cannot be denied that "limitation" is the operating characteristic of Costco that distinguishes it from other companies. Simply put, it is a single and extreme product thinking. This is very much in line with Americans. The values ​​are relatively simple and specific, and the consumption concept is relatively mature, all of which help warehouse supermarkets continue to flourish in the soil of American culture.

But because of this, it is difficult for Costco to compete with Wal-Mart without the soil of North America, which also limits the international expansion of Costco. "

Alvetrie on the other end of the phone also pointed out the limitations of Costco without any concealment. His job is to bluntly advise Andy, the boss, and correct mistakes.

"Hehe, isn't there enough food in the North American market?" Andy didn't care about it, and said with a light smile: "It's too late to say these things now, slowly eat away at the shares, and wait for a good opportunity."

. . . . . .

After hanging up the phone, Andy sighed softly, picked up the iced watermelon juice on the side table, bit the straw and took a big sip, then nodded, the sunglasses on his forehead fell on the bridge of his nose, and he lay leisurely on the recliner .

thump thump——

"Boss, I'm back."

In a daze, Andy, who was taking a nap, heard a soft calling and a familiar fragrance. He couldn't help opening his eyes, took off his sunglasses, and squinted his eyes to look at the person coming.

Wearing a U-neck silk shirt with cuff design, emerald green solid color, and a three-dimensional flower decoration in front of the body, matched with a pair of white straight-leg cropped pants, black and white drawstring design, a little assistant who can tighten the waist and make you look thinner Sitting next to him, gently nudge him to wake him up.

"Huh? You're back. How's it going? Is everything okay with your family?"

Tolly Black reached out to open the mineral water on the table, poured it into a cup and handed it to Andy, and said with a sweet smile, "Everything is fine, thank you boss."

Seeing the happy smile on the little assistant's face, Andy took a sip of water to rinse his mouth, and the little assistant immediately picked up another cup to catch it. After taking another sip of water, he said with a smile: "It's all small things, you Just be happy."

Andy arranged for Tori's parents to enter Starbucks and live a middle-class life. Although the current assistants are not short of money, Tori himself doesn't want to give his parents too much money to change his life. The peaceful life of this ordinary family and a good job are enough to make her parents live happily and peacefully.

As the saying goes, one person can rise to heaven, not to mention that the little assistant has been very obedient and obedient by his side. He is on the saddle and behind the horse, serving 360 degrees without dead ends. Naturally, Andy wants to let her have no worries.

Although Tori's previous situation made her feel a little weak towards her family, after all, she is no longer the little girl who struggled in society in the past. Successful people, why don't they want to have family and friends to share the joy of success ?

August 28,

In the morning, Andy walked into the auditorium of Starbucks headquarters with a smile on his face, and store managers from all over North America and the management of the headquarters responded with warm applause.

Sitting on the rostrum with CEO Howard Schultz, Andy straightened his body, looked around the stage for a week, stretched out his hand and pressed down to silence the applause. He also knew that these applause did not come from the sincerity of everyone present. After all, As a latecomer, he has carried out a drastic and bloody reform, and it is unrealistic to get sincere support.

However, does Andy need to care about the views of these employees?

To be honest, I really don’t need it. After all, the butcher’s knife of Starbucks’ layoffs has just fallen, and there are bloody examples there. For this kind of company that has been acquired and swallowed halfway, Andy doesn’t need how much the company loves him. He wants Be in awe!

The smile on Andy's face was restrained, and he said in a very serious and serious tone: "After a period of reform, a brand new Starbucks is on the road again, which is inseparable from the cooperation and hard work of everyone present.

I absolutely believe that after this shocking reform, we will turn the company around. Although this process is extremely difficult, we have finally come through. . . "

"Papa papa..."

The audience applauded thunderously, and this time the applause was indeed sincere from everyone. . . With a sigh of relief, I finally don't have to live in fear anymore.

Andy smiled slightly, stretched out his hand to press down, and continued calmly: "I know, many people are relieved, thinking that the turbulent days are finally over, and it is indeed over, but in the future work, the company will be more It was tougher for you before, and you have to ask yourself if you can still stick to the mission of Starbucks, if you also believe that we can do this, and if you are ready for the upcoming battle!"

Following Andy's three rhetorical questions of whether or not, the audience was silent. Andy scanned the entire venue with a flash of sternness in his eyes, his tone became more serious, and he continued: "On the issue of me becoming the chairman, I know that many people Not bullish, even thought it could be a disaster for Starbucks... Well, I tell you, and everyone who thinks that way, I don't need your votes!

One thing I want you to do is fix the house because it's on fire! I will never tolerate the previous performance of the company. I have no tolerance for anyone in the company who doesn't believe in the company and our core mission. "

Howard Schultz, who was sitting next to Andy, showed a surprised expression, looked at the stern Andy with complicated eyes, and looked at the silent audience, sighed softly in his heart, for Andy's act of swearing sovereignty , only wry smile. He knew that after this conference, Starbucks would bear the imprint of this young man whether he wanted it or not.

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

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

On the rostrum, facing the burning eyes of thousands of people in the audience, Andy stretched out a finger calmly, and talked eloquently: "Be the first to become the undisputed leader of the coffee industry.

Second, attract and motivate Starbucks partners, that is, everyone in this room and future company employees.

The third is to rekindle customers' enthusiasm for Starbucks and establish emotional bonds with customers.

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

The fifth is also what our CEO insists on, to be a leader in ethical procurement and environmental protection.

The sixth is to create an innovative development platform that matches Starbucks coffee, and the wireless network covers all stores.

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