The success of Starbucks is a miracle that developed from a small company in Seattle into large companies with more than 5,000 stores. In 2001, Starbucks turnover was $ 2.6 billion, with 181 million US dollars, becoming the world's largest coffee retailer, coffee processing plant.
On the global brand list of 2001 "Business Week", McDonald's ranked # 88 of Starbucks # 88. 2003, "Wealth" magazine selection the most appreciated company, Starbucks ranked 9th.
In Wall Street, Starbucks have long been a safe port in the minds of investors. Over the past decade, its share price has been 22 times after four spin-off, and the income exceeds General Electric, Pepsi, Coca-Cola, Microsoft and IBM.
What is the Starbucks miracle? Answer the star-handed Hopez to Answer: "Our biggest advantage is to trust each other with the partners, the key to success is the consistency of corporate values and guiding principles in rapid development."
This answer is clear that the reason for Starbucks is the mutual trust with the partners, and this trust comes from? Starbucks' answer is: We know what is the fundamental difference between business transactions and mutual trust, so we have its own principles, we absolutely not sacrifice this principle for short interests.
First, let's see how Starbuck treats suppliers. John Yamin, Vice President of Starbucks said: Losing a supplier, just like losing our employees - because we spent a lot of time and fund training. So how can I guarantee the loyalty of the supplier? Starbucks' logic is: You are more trust, you will check who you will check, who you are, you are more trust.
Therefore, Starbucks must do several strategic business assessments every year. The contents of the assessment include suppliers' production, supply hours, and need improvements, and so on. Through this frequent examination, Starbak hopes that suppliers know such a concept: cooperation with Starbucks is impossible to get short-term profits, but suppliers can get huge rewards through the extremely stringent quality standards of Starbucks. When Starbucks become a customer's first choice, the supplier will get more orders and better reputation.
This is also true for suppliers, the same is true for franchise stores. Starbucks chooses the franchise store of the franchise store, which is the main principle of Starbucks! How Starbucks operate, franchise stores must operate in the same way, because Starbucks think that their principles are from consumers, "is the principle of consumers rather than Starbucks in choosing partners." Therefore, Starbucks ask for a franchise store to do: "Training employees in Starbucks"!
The principle is only one, the principle cannot be changed again! Never sacrifice principles for interest! - This is the belief that Starbucks faces when possible contradictions. As a result, Starbucks have received calmness in front of failure. Howard Schultz said: "We may fail, but we believe that real success must be successful along our principles!"
The brand is actually very fragile. As long as the customer has a complaint, it may always lose our loyalty. Therefore, although Starbucks have a strong brand, they rarely spend money to advertise. In this regard, Shuttz said: "Starbucks' success, proves that there is millions of yuan for advertising is not a prerequisite for national brand. Brand is a lifetime, the Starbuck brand is not awarded the title or title. It must be kept and maintained in constant efforts. "
When I wrote this article, I broadcast a domestic famous entrepreneur in Hong Kong in Hong Kong because it was suspected of listed. In the face of this kind of seeing, I am thinking: What is the cause of some famous enterprises?
The answer is: They are too wants to succeed. But is Starbucks unsuccessful? Howard Schutz has only begun to operate Starbuck in 1986, and now less than 20 years, and many companies in our country have already been 20th birthday. It is not a time problem. The problem behind is still a small smart in the monster. I always want to be famous through any shortcut. Be careful in front of the principle, behind the failure is small. Small smart logic is "with a hero", not the principle hero. The problem is that if the performance of the company is not based on fair competition, equality transactions such as the market norms such as equality transactions, then, no matter how much money, no matter how big the scale is, it is not true, and it is impossible to have true meaning. The brand.
We should recognize a little: all world-class outstanding companies are excellent, must be the result of routine exploration and compliance. If there is no such thing, we don't matter. Because there is law, there is rule, there is a rule, there is a real win.
Once we gave up the principles for the benefit, we lost the true value of the winning and losing. Therefore, behind the "Made in China", we must see the fragile and crisis that is covered by the surface prosperity. The real manufacturing will always be culturally supported, that is, the pursuit of almost obsessed. The world's best manufacturing culture, such as German manufacturing, Japan (Korea) manufacturing, Swiss manufacturing, is not the case.
What is behind the details of the culture? Isn't it the principle to high? ! It is definitely not sacrificing the principle, this is the success secret of Starbucks!
