Chapter 489 The Biggest Starbucks

"Mr. Schultz~"

After some innocuous conversation, Yang Cheng was finally ready to tell the purpose of this trip.

Schultz raised his hand, "Call me Howard."

Yang Cheng shrugged his shoulders, and gradually narrowed the distance between them, "OK, Howard, have you ever considered opening a Starbucks flagship store in New York, the world's largest portal?"

"The biggest flagship store?"

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

Recently, there have been rumors that 4D Space will formally establish a hedge fund in the near future. It is estimated that the scale of recruitment will reach 30 billion U.S. dollars. The target recruiters are all well-known figures in the North American business community, but the industry is not optimistic about this fund. , the reason is that Yang Cheng, the helmsman, has too little qualifications.

However, Schultz did not expect that Yang Cheng would bring up something that had nothing to do with the fund. The establishment of the world's largest flagship store of Starbucks seems to be something that the CEO of Starbucks should consider. Yang Cheng is neither an executive of Starbucks nor a stakeholder. How could there be such an outburst all of a sudden?

Yang Cheng didn't understand Schultz's doubts. She had a calm smile on her face, exuded a confident temperament from within, and nodded affirmatively, "Yes, the biggest! I remember that the largest Starbucks store is currently in Seattle, the headquarters. ? The area seems to be more than 1,000 square meters?"

He did a lot of homework before coming here.

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

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

Schultz couldn't help twitching the corners of his mouth, is this also called stinginess? Land prices in New York are daunting!

But he did not dare to deny that the flagship store in New York has always been the most valued store by major brands, otherwise he would not rush to invest a large sum of money, even if he wanted to lose money, he would also enter New York and Fifth Avenue.

"You just mentioned that Starbucks will be high-end in the future, so it is imperative to establish a top-notch 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 limitations It is an excellent opportunity for the layout and size of the leased facade!" Yang Cheng further tempted.

Howard Schultz has a very keen intuition, and thanks to his retail thinking, he grasped the core of Yang Cheng's words extremely accurately, and built a top-level flagship store from scratch, which shows that Yang Cheng is likely to carry out It is a commercial real estate project, and this project is facing the problem of attracting investment. Starbucks is regarded by Yang Cheng as a flagpole to attract other brands to settle in!

If Yang Cheng can see through Howard Schultz's thinking, then he will definitely shout "X", because it is almost consistent with his thinking.

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

"Of course, I won't hide it from you. At present, Yuanshan Capital and Koch Industries are conducting a series of close cooperation. The first one is the project of commercial and living communities with Barclays Center and Pacific Park as the core. Our goal It is to build it into the Manhattan of Brooklyn! And this project very much needs a powerful brand like Starbucks to settle in and become a benchmark company for the project!" Yang Cheng was quite aggressive in denouncing Fang Qiu, with a pair of bright black eyes bursting out sparks of wisdom .

Howard Schultz's smile deepened, "More specific?"

Yang Cheng found out that she has the potential to be a MLM, so fool her! Then flick!

"I can set aside a piece of land for you in the project to build Starbucks' global flagship store. All the designs and concepts are your own responsibility.

As long as it is within the scope of our overall planning! Of course, my only request is a gimmick!

This flagship store is bigger! The concept needs to be new! It must amaze every customer who enters the store, and even become a landmark attraction for foreign tourists to visit here!

Of course, you are responsible for the design direction, and we are responsible for starting the construction! The money that should be paid must not be less! "

It has to be said that Yang Cheng's words are very provocative. Putting aside the last joking reminder, not to mention the well-informed Schultz, even Kevin Johnson, who has been a coder for most of his life, can't help it. In my mind, I imagined the scene after the completion of this global flagship store, which became all the rage!

Howard Schultz suddenly became short of breath, holding Kevin Johnson beside him, and said excitedly, "Kevin, haven't we been trying to expand the baking factory plan? Maybe, our chance has come!"

Kevin Johnson was taken aback for a moment, and then he sighed deeply!

Yang Cheng showed a smile of success. You must know that his idea originated from the world's largest store built by Starbucks in Shanghai in his previous life. Customers can have zero-distance contact and understand the whole process of Starbucks coffee roasting, production and brewing, which can not only optimize the customer experience, but also perfectly instill their brand culture.

Moreover, the future bakery in Shanghai will be the first Starbucks "smart store" in China, presenting customers with a digital experience that seamlessly connects online and offline.

Users can explore Starbucks' story of "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, brewing utensils, etc. through AR technology.

Such a novel and high-tech model is not only for selling coffee, but 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 made it clear, "Jason, your idea is very good, and I am also very willing to reach this cooperation. In fact, just last year, Starbucks internally passed a future development plan." , we internally named this project - Coffee Dream Theater!

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

However, after the opening of the first bakery in Seattle, the effect is 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 occupies most of the liquidity is not suitable for being too radical , had to temporarily put this plan on hold, trying to find the core of the problem and solve it before continuing.

We have also conducted an analysis, which may be due to the small market in Seattle, or it may be that the design of the store is too complicated, paying too much attention to artistry, thus ignoring the core, resulting in customers not focusing on the coffee itself. ! "

Yang Cheng understands Howard Schultz's urgent psychology. Starbucks' model is very simple. Even though he has never been in contact with the retail industry, the business management is similar. Of course, a brand hopes to be able to monopolize. Of course, it is impossible to achieve a complete monopoly. Monopolizing a certain segment is already quite powerful. For example, Starbucks has monopolized the global mid-range coffee consumption market!

But Howard Schultz is obviously not satisfied with this, so this "Coffee Dream Theater" plan was born accordingly, which seems to indicate that Starbucks has no intention of giving up the market of high-end specialty coffee to Stumptown, BlueBottle or Intelligentsia. To go head-to-head with it, to carve off a huge slice of cake and enjoy it alone.

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

Nowadays, independent specialty coffees are constantly emerging, and the third-generation coffee wave is formed by making a small amount of coffee beans and hand pouring. Many commentators in the industry believe that these independent boutique coffee shops with unique designs in the streets and alleys will Let Starbucks lose in this wave of coffee that is going through.

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

Created in major cities around the world and let it develop independently, the high-end and high-quality brand-Baking Workshop is the future that Howard Schultz is ambitious to create for Starbucks!

"So, my idea 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 ideas, and follow your own ideas; the most important thing is that we The project is in Brooklyn, and the real estate and land prices are not comparable to those in Manhattan. Once a middle-class activity area is formed in the future, this bakery will have a lot of potential! Am I right?"

Yang Cheng's words made Howard Schultz and Kevin Johnson look at each other and smile wryly. An evildoer is an evildoer. There is nothing embarrassing to hide, so he admitted it decisively!

Howard Schultz twitched the corners of his mouth and spread his hands, "Actually, the global flagship store you mentioned is a very good gimmick. In New York, double the area of ​​the baking factory! Then use some high-tech ideas , let the people in New York and the global tourists who come to New York go crazy, I have this confidence!"

Anyway, Yang Cheng's goal of this trip has been achieved. Convincing Starbucks to join the Atlantic Garden Project is a part that he and Konrad Koch attach more importance to. Now that it has been successfully completed, he feels more relaxed than ever!

"Then, let the people below contact you for specific matters. Shall we have a drink now? Celebrate our happy cooperation?"

The genius remembers the address of this site in one second:. Mobile version reading website: