Indulge in Life in America

"Mr. Schultz~"

After a little nutritious conversation, Yang Cheng finally prepared to tell the purpose of this trip.

Schultz raised his hand, "Call me Howard."

Yang Cheng shrugged and narrowed the distance between each other, "OK, Howard, have you considered building a Starbucks flagship flagship store in the world in New York?"

"The biggest flagship store?"

Howard Schultz thought that Yang Cheng was going to get him to invest. After all, Four-Dimensional Space has recently become famous on Wall Street, but it has never started to recruit foreign funds, except for the establishment of a fund during the previous trip to Switzerland.

Recently, there are rumors that 4D Space will formally establish a hedge fund in the near future, and it is expected that the scale of recruitment will reach 30 billion U.S. dollars. The target recruits are all well-known figures in the North American business community, but the industry is not optimistic about this fund. The reason is that the seniority of the helm Yang Cheng is too low.

However, Schultz did not expect that Yang Cheng would mention something that has nothing to do with the fund. The establishment of Starbucks’s largest flagship portal store in the world seems to be something that Starbucks CEO should consider. Yang Cheng is neither a Starbucks executive nor a stakeholder. How could the shareholder directors suddenly appear like this?

Yang Cheng is not clear about Schultz’s doubts, with a calm smile on his face, a confident temperament emanating from the inside, and nodded affirmatively, “Yes, the biggest one! I remember that Starbucks’ largest store is currently in Seattle, right? The area seems to be more than 1,000 square meters?"

He did a lot of homework before coming.

Schultz was still puzzled, but followed Yang Cheng's question and nodded, "Yes, 1,400 square meters, after all, Seattle is the company's headquarters."

Yang Cheng is non-committal, "But you can’t deny that New York is the world’s largest city. Building a global flagship store in New York can even increase the value of the Starbucks brand. Look at the sports brands such as Nike, Adidas and LV’s luxury brands in New York. Move, of course, they are still too stingy!"

Schultz couldn't help twitching the corners of his mouth. This is also called stingy? Land prices in New York are daunting!

But he does not dare to deny that the New York flagship store has always been the store most valued by major brands. Otherwise, he will not rush to invest large sums of money, even if he wants to lose money, he must enter New York and Fifth Avenue.

"You just talked about the future high-end of Starbucks, so it is imperative to establish a top store in New York, and I can provide you with such an opportunity now, one that allows you to build a flagship store from scratch without limitation. It's an excellent time to lease the layout and size of the facade!" Yang Cheng was further tempted.

Howard Schultz has a very keen intuition, and thanks to his retail thinking, he has extremely accurately grasped the core of Yang Cheng’s words and built a top flagship store from scratch, indicating that Yang Cheng is likely to be in progress. A commercial real estate project, and this project is facing investment problems, Starbucks is regarded by Yangcheng as a flagpole to attract other brands to settle in!

If Yang Cheng could see through Howard Schultz's thoughts, he would definitely shout Niu X, because this was almost consistent with his thoughts.

Howard Schultz was aroused by Yang Cheng, "Can you tell me more specifically?"

"Of course, I do not hide it from you. At present, Yuanshan Capital and Koch Industries are engaged in a series of close cooperation. The first is the commercial life community project built with the Barclays Center and Pacific Park as the core. Our goal It is to build it into Brooklyn's Manhattan! And this project needs a strong brand like Starbucks to settle in and become a benchmark company for the project!" Yang Cheng was quite a bit of a spirit of rebuke Fang Yu, a pair of bright black eyes bursting with a spark of wisdom .

Howard Schultz smiled deeper, "More specific?"

Yang Cheng found out that she has the potential to do MLM, flicker! Then flicker!

"I can set aside a piece of land for you in the project to build Starbucks' global flagship store. You are responsible for all the design and concepts, as long as it is within the scope of our overall planning! Of course, my only requirement is It's a gimmick!

This flagship store has to be big! New ideas! Every customer who enters the store must be amazed, and even become a landmark attraction for foreign tourists to visit here!

Of course, you are responsible for design guidance, and we are responsible for starting construction! The money to be paid must not be less! "

I have to say that Yang Cheng’s words have a strong incitement. Aside from the last joking reminder, let alone the knowledgeable Schultz, even Kevin Johnson, a programmer for most of his life, can’t help In my mind, I imagined the all the rage after the completion of this global flagship store!

Howard Schultz suddenly became short of breath, clutching Kevin Johnson on the side, and said excitedly, "Kevin, haven't we been trying to expand the roasting factory plan? Maybe, our chance is here!"

Kevin Johnson was taken aback, then he sighed deeply!

Yang Cheng showed a successful conspiracy smile. You must know that his idea was derived from the world's largest store built by Starbucks in Shanghai. The concept of the baking factory instantly detonated the curiosity of the whole Asian melon eaters. Customers can get in touch with and understand the whole process of Starbucks coffee roasting, production and brewing, which not only optimizes the customer experience, but also instills another perfect infusion of their brand culture.

In addition, the future bakery in the Shanghai stock market will be Starbucks' first and the first category of “smart stores” in China, presenting customers with a seamless digital experience online and offline.

Users can explore the story of Starbucks "from a green coffee bean to a cup of fragrant coffee" through AR technology, and can also evoke the hidden online menu query function, and intuitively understand every detail of the coffee bar and brewing equipment through AR technology.

Such a novel high-tech model is not just simply selling coffee, they also hope that through the new interactive form of AR, young people can re-experience the unique charm of coffee culture.

Howard Schultz was afraid that Yang Cheng would not understand, so he said clearly, "Jason, your idea is very good, and I am very willing to achieve this cooperation. In fact, just last year, Starbucks passed a future development plan internally. , We internally named this project-Coffee Dream Theater!

From the first roasting workshop in Seattle with an area of ​​about 1,400 square meters, in the next 5 years, this new high-end coffee experience shop will be built in the top 10 cities in the world!

However, after the opening of Seattle’s first baking workshop, the effect was not good. It can only be said that it will reach the passing line. Because of this, the board of directors feels that this project that accounts for most of the liquidity is not suitable for being too radical. , Had to temporarily shelve this plan, trying to find the core of the problem and solve it before continuing.

We have also conducted analysis. It may be due to the small size of Seattle’s market, or it may be that the design of the store is too complicated and pays too much attention to the artistry, thus ignoring the core, causing customers to not focus on the coffee itself. ! "

Yang Cheng understands Howard Schultz’s urgent psychology. The model of Starbucks is very simple. Even if he has never been in contact with the retail industry, the business management is similar. Of course, brand owners hope to have a monopoly. Of course, it is impossible to achieve a full monopoly. Monopolizing a certain segment is already quite powerful. For example, Starbucks monopolizes the global mid-range coffee consumer market!

But Howard Schultz is obviously not satisfied with this, so this "Coffee Dream Theater" plan came into being. It seems to indicate that Starbucks has no plan to give up the high-end specialty coffee market to boutique cafes such as Stumptown, BlueBottle or Intelligentsia. I want to confront it head-on, cut a big piece of cake and enjoy it alone.

In the past, the chain coffee represented by Starbucks and fully automatic machine production led the second wave of coffee. Starbucks also proved to the coffee industry that the chain coffee business model is not only feasible, but also can achieve huge commercial returns. .

Nowadays, independent specialty coffees are constantly emerging ~www.readwn.com~ and the third generation of coffee wave is formed with a small amount of fine coffee beans and hand-pushed production methods. Many critics in the industry believe that these are located in the streets and have unique designs. Independent boutique coffee shops will make Starbucks defeated in the current coffee wave.

But at least in Yang Cheng's eyes, such a judgment is still too early.

The high-end and high-quality brand that is built in major cities around the world, allowing it to develop independently, is the future that Howard Schultz is ambitious for Starbucks!

"So, my vision seems to have found a breakthrough space for your embarrassing situation? The New York market is big enough; it can also allow you to build stores from scratch, completely according to your own vision and following your own ideas; the most important thing is us The project is in Brooklyn, and housing and land prices are not the same as Manhattan. Once a middle-class activity area is formed in the future, this bakery will have a lot to do! Am I right?"

Yang Cheng's words made Howard Schultz and Kevin Johnson smile bitterly at each other. The evildoer is the evildoer, there is nothing embarrassing to conceal, so I admit it decisively!

Howard Schultz pulled the corners of his mouth and opened his hand, "Actually, the global flagship store you mentioned is a very good gimmick. In New York, double the area of ​​the baking factory! Use some high-tech concepts. , Let the masses of New York and the global tourists visiting New York go crazy, I have this confidence!"

Regardless of how it is said, Yang Cheng's purpose of this trip is considered to have been achieved. Persuading Starbucks to join the Atlantic Yard project is a part that he and Konrad Koch pay more attention to. Now it is successfully achieved, and the mood is unprecedentedly relaxed!

"So, let the people below touch on specific matters, should we have a drink now? Celebrate our happy cooperation?"

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