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'星巴克是如何讓中國人的血液都變成了咖啡色'

'/uploads/allimg/170511/12-1F511141P3203.jpg'

'巴克,如何,中國,人的,血液,成了,咖啡色,'

'當星巴克董事會主席、總裁兼CEO霍華德 舒爾茨(Howard Schultz)出現時，照例引起現場1,200 名員工的歡呼與口哨。在全球30 萬名星巴克的員工中，他是偶像一般的存在，除了因爲他所創造的商業奇蹟，更因爲他堅持在公司內部推崇分享與尊重的理念，他對自己的員工'

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'2017-05-11 14:18:47'

'2017-05-11 14:18:36'

'100686'

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'<p>
	<span style="color:#696969;">關注咖評(微信公衆號 vdailycom ) 發現美好咖啡館 開一家自己的小店</span><br />
	　　當星巴克董事會主席、總裁兼CEO霍華德&bull; 舒爾茨(Howard Schultz)出現時，照例引起現場1,200 名員工的歡呼與口哨。在全球30 萬名星巴克的員工中，他是偶像一般的存在，除了因爲他所創造的商業奇蹟，更因爲他堅持在公司內部推崇&ldquo;分享&rdquo;與&ldquo;尊重&rdquo;的理念，他對自己的員工從來都是稱爲&ldquo;夥伴&rdquo;。</p>
<p>
	　　今年霍華德第二次到中國與&ldquo;夥伴及家屬&rdquo;進行面對面交流，這次迎接他的是廣州地區的1,200 名&ldquo;夥伴&rdquo;及他們的家人。在中國，這家快速擴張的公司目前擁有1,200 家門店和近2 萬名&ldquo;夥伴&rdquo;，而三年前，星巴克在中國的門店僅450 家，按照這樣的勢頭下去，中國今年底便會成爲星巴克僅次於美國的第二大市場。</p>
<p style="text-align: center;">
	<img alt="星巴克是如何讓中國人的血液都變成了咖啡色" src="/uploads/allimg/170511/12-1F511141P3203.jpg" style="width: 320px; height: 192px;" /></p>
<p>
	　　星巴克目前正在中國推行一項名爲&ldquo;夥伴回家&rdquo;計劃&mdash;&mdash;那些希望更近距離照顧家人的&ldquo;夥伴&rdquo;們，開始有機會在離家最近的某個城市擔任新開門店的店長，而這個充滿人情味的計劃，又與星巴克在中國二三線城市的擴張有機結合。</p>
<p>
	　　霍華德舒爾茨今年61 歲，高大的他依然擁有筆挺的身材與深邃的眼神，至今他的生活依然大部分被工作所佔據：每天早上4 點半起牀，爲自己沖泡一杯法式咖啡享用。喫早餐的同時要看完三份報紙。然後開始帶着家裏的3 只狗散步後再去運動。6點半爲妻子沖泡一杯咖啡後，開始去上班。</p>
<p>
	　　20多年來，他堅持每週要拜訪25 家門店，每天參與公司的一些戰略性會議，包括特殊門店設計、市場營銷策略等。而最近，他透露他經常參與關於電子商務、數字營銷方面的會議。他開玩笑地說：&ldquo;我覺得幸運的是我並不需要睡太多，所以我有很多時間可以用。&rdquo;</p>
<p>
	　　在星巴克內部，流傳着一個形容霍華德工作狂熱程度的故事：2008 年他再次擔任CEO 後做的第一件事就是邀請&ldquo;夥伴&rdquo;們直接發電子郵件給他，並在第一個月收到了約5,000 封電子郵件，這些郵件他全都儘量回覆了。</p>
<p>
	　　儘管已經從昔年的貧民窟少年，成長爲如今掌控全球2 萬多家咖啡店的咖啡帝國之王，但霍華德與妻子仍然會教育孩子：財富或事業成功不意味擁有特權，而是意味着責任;個人的自尊要靠努力取得，他人的尊重則來源於自己對他人的分享和幫助。在他的理念中，星巴克從來不是爲了賺錢而存在的。從星巴克創立之日起，他就一直努力把它打造成一個獨特的公司：在這裏，最重要的資產是&ldquo;夥伴&rdquo;，其次是顧客，最後纔是股東。&ldquo;夥伴&rdquo;是星巴克體驗文化的靈魂與核心。</p>
<p>
	　　過去數年，全球經濟遇到了嚴重的衰退或危機，但星巴克的業績卻逆流而上，從2010 年至今一直保持上揚。2014年第一季度，星巴克淨利潤同比增長9%，同店銷售額增長6%，這已經是它連續多個季度保持業績遞增。霍華德認爲，這是星巴克成立40 多年來最好的時期，未來它仍有更大的機會和更大的發展空間，但他希望是通過激發和孕育星巴克的人文精神，來推動業績的上揚。無論何時，他最關注的指標始終是星巴克體驗文化是否做得足夠好，而不是利潤或規模。</p>
<p>
	　　儘管作爲締造了咖啡體驗文化的創始人，霍華德擁有衆多粉絲，當中不乏成功企業家，但在霍華德看來，要成爲一個偉大的領導，最重要的核心並不是個人魅力或是人格個性。對大家來講，他們需要從領導者身上看到的是公開透明，是一種可以信任的真誠，人們追隨他，不是因爲他能告訴大家應該做什麼，而且還因爲他能讓大家理解爲什麼要這樣做，企業存在的意義與使命是什麼。</p>
<p>
	　　而他覺得最重要的是，作爲一個優秀的領導者，必須在早期就確立一個組織的責任以及能由此所獲得的回報，這種回報必須由所有人共享，&ldquo;這就像一項須由團隊達成的體育競賽&rdquo;。</p>
<p>
	　　這種理念源於霍華德的童年生活烙印。他從不諱言自己出生於紐約的布魯克林區，父親是一個年收入從未超過2 萬美元的貨車司機。他七歲那年，父親因送貨摔斷了腿被解僱，從此全家陷入困境。此後霍華德除了業餘打工幫補家用，還開始發奮練習美式橄欖球，最終得到了北密執根大學的運動員獎學金進入大學。後來他進入瑞典家用器皿企業從銷售員做起，因善喫苦且業績突出，26 歲時就晉升爲副總裁。一個偶然的機會，他發現了星巴克，並將這個原本只是銷售咖啡豆的小店，發展爲在一個年銷售過百億美元的超級零售品牌。</p>
<p>
	　　霍華德說，在他小時候，看到父親的苦難很痛心，感覺他的勞動沒有受到尊重，但自己當時沒有能力去幫助他。當他有能力後，他希望建立的是一家能夠將公司的成功和財富與公司裏每一個人一起分享的企業，建立一個父親沒有機會工作過的公司，建立一個父親從來都沒有享受過的待遇的企業。</p>
<p style="text-align: center;">
	<img alt="星巴克是如何讓中國人的血液都變成了咖啡色" src="/uploads/allimg/170511/12-1F511141R2426.jpg" style="width: 320px; height: 174px;" /></p>
<p>
	　　目前星巴克向所有每週工作20個小時以上的兼職僱員提供醫療保險，而且任何&ldquo;夥伴&rdquo;在工作90天( 其間每週需工作至少 20 小時)以後都可按照股票購買計劃購買股票期權&mdash;&mdash;包括中國地區，&ldquo;夥伴&rdquo;購買股票時可以通過薪水折扣獲得15% 的優惠。這在全球上市公司中非常罕見。資料顯示，自星巴克1992年上市至今，其股價增長超過50 倍，如果&ldquo;夥伴&rdquo;一直持有股票期權，收益無疑十分可觀。</p>
<p>
	　　如果股東想要抱怨星巴克的醫療衛生成本，霍華德的回應通常是&ldquo;你可以賣掉你手中的股票，而我不會因爲股東反對改變我的理念&rdquo;。某種意義而言，星巴克的股息其實並不是一家企業在努力回饋股東，只是CEO 將自己的員工利益置於第一位的一種新方法而已&mdash;&mdash;股息只是免費咖啡、學費補助和健康保險之外的一種新的員工激勵手段。</p>
<p>
	　　此外，星巴克每年4 月還會在全球不同社區進行義務勞動，以此加深星巴克品牌和當地社區的感情紐帶，到今年底中國地區的星巴克&ldquo;夥伴&rdquo;的社區義務勞動時間將累計超過10 萬小時。霍華德認爲，&ldquo;夥伴&rdquo;是&ldquo;銷售美好體驗&rdquo;的關鍵環節，只有&ldquo;夥伴&rdquo;感受到幸福，才能爲顧客帶來良好的體驗。</p>
<p>
	　　星巴克擁有包括星巴克大學在內的、完善成熟的門店經營及咖啡知識培訓體系，以及多樣化的職業晉升路徑。而星巴克獨有的&ldquo;親情&rdquo;文化，更讓它的員工擁有獨特的幸福感與成就感，由此導致的結果是：星巴克在全球所有市場，其員工流動率都低於當地零售和餐飲行業的平均流動率。</p>
<p>
	　　每天要喝5 杯咖啡、自稱&ldquo;血液都變成了咖啡色&rdquo;的霍華德，除了熱愛咖啡、關懷員工外，他另外一項爲人熟知的基因是熱愛創新。</p>
<p>
	　　比如霍華德透露，在15年前，星巴克要向歐美之外拓張時，他選擇了中國，當時很多人勸他，中國人只喝茶不喝咖啡，咖啡擴張的未來應該在印度。但霍華德卻認爲中國人不愛喝咖啡正是一個機會，他從來都對中國市場充滿信心，在2008 年之後的結構調整中，星巴克關閉的主要是澳洲或美國本土的門店，而中國市場卻朝着星巴克最大的海外市場這一目標前進。</p>
<p>
	　　2008 年重新擔任星巴克總裁後，霍華德建立了&ldquo;創建與我們咖啡相稱的創新性增長平臺&rdquo;，通過採用新的技術、推出新的食品;探索社交媒體與門店的數字網絡技術;擴大海外業務、推出概念店;做道德採購與環境保護的領軍者等方式，令星巴克重新步入有質量的增長。而他也決定關閉數百家盈利不佳的門店，通過創新而不是新增門店帶來業績上漲的動力。</p>
<p>
	　　星巴克將產品創新視爲推動業績增長的良方，比如在全球門店推出新的茶飲料和點心，研發符合本地口味的食品和咖啡飲料。從2011 年宣佈2015 年中國將成爲星巴克最大的海外市場，開設1,500 家門店的目標後，星巴克相比其他咖啡品牌同行已經在本地化上走得更遠。它開始出售中國傳統的節慶食物月餅和糉子，情人節它供應桃花如意拿鐵，持續根據季節和特定節日推出不同的新品。</p>
<p>
	　　在管理架構上，原來由三個公司分別合資經營的中國地區業務，2011 年星巴克已經收回了部分合資股權，目前除了江浙滬合資經營外，其他地區的門店全部改爲直營。而且經營決策權也從總部下放到亞太區。在門店裝飾上，星巴克出現了竹子及其他帶有中國元素的環保設計，而選址則不再拘泥於商務區，也開始進駐各知名景區。</p>
<p>
	　　霍華德說，不管我們身在何處，我們的業務發展到怎樣的程度，現狀不管有多好，都是不夠的。我們需要不斷地再造自己，用更多的創新來適應當今的市場環境。而本地化創新是非常重要的一環。只有這樣星巴克纔不會像其他美國潮流一樣在中國轉瞬即逝。</p>
<p>
	　　自從2008 年迴歸CEO 位置，霍華德做出了許多重大決策：明晰星巴克所處的時代背景，重新定位星巴克在其中的角色。不同於大多數&ldquo;創始人迴歸鮮有好結果&rdquo;的故事結局，他創造了自己和星巴克的東山再起。而他親手將星巴克推進數字時代，也是因爲&ldquo;我們不是一家只賣咖啡的公司，我們是一個致力於讓人們創立聯繫的品牌。當我們看到新科技的發展，便重新定義了自己讓人們聯繫在一起的方式&rdquo;。</p>
<p>
	　　通過科技技術，星巴克可以隨時隨地掌握當地目標消費者的口味以及對於品牌的反饋，而它的社交媒體計劃也不僅侷限與品牌於顧客之間的交流，更希望通過社交媒體給顧客提供一個平臺，讓顧客之間進行交流。數字化幫助星巴克的店員和公司述說星巴克的故事，建立品牌，並與顧客聯繫在一起。</p>
<p>
	<strong>　　相關閱讀：</strong></p>
<p>
	<strong>　　白咖啡的烘焙方法</strong></p>
<p>
	　　馬來西亞特產，獨特的烘焙技術，顏色較黑咖啡淡得多，故以「白咖啡」命名，咖啡豆並不加焦糖，經低溫烘培加工後大量去除咖啡鹼，焦苦與酸澀味較高溫碳烤所產生的咖啡少，咖啡因含量亦較低，不加入任何添加劑來加強味道，保留原始的咖啡香味，對腸胃道的刺激較一般咖啡小。</p>
<p>
	<strong>　　爲何白咖啡不苦、不焦、不酸?</strong></p>
<p>
	　　因爲白咖啡是採用低溫烘焙，咖啡豆較不會因高溫烘焙而產生焦味，可以使咖啡的苦、焦、酸降至最低。</p>
<p>
	<strong>　　低溫烘培</strong></p>
<p>
	　　烘焙--是每一顆咖啡豆勾畫性格、孕育香味最重要的一個步驟。白咖啡生豆透過烘焙，呈現出優雅的褐色，這種烘焙的方法又能保存咖啡豆的原味，又可適度釋放芳香，在15-20分鐘時，油脂開始浮出表面，豆子被烈火燙燒出油亮的深褐色,這時咖啡的酸、甜、苦味達到最完美的平衡點，咖啡豆的性格也被線條分明的刻畫出來。</p>
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'1494483527'

'1494483516'

'星巴克是如何讓中國人的血液都變成了咖啡色_咖啡館經營_中國咖啡網'

'巴克,如何,中國,人的,血液,成了,咖啡色'

'當星巴克董事會主席、總裁兼CEO霍華德 舒爾茨(Howard Schultz)出現時，照例引起現場1,200 名員工的歡呼與口哨。在全球30 萬名星巴克的員工中，他是偶像一般的存在，除了因爲他所創造的商業奇蹟，更因爲他堅持在公司內部推崇分享與尊重的理念，他對自己的員工'

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