Insist on not advertising
"Coffee is delicious, you have to taste it first to know. People who have drunk Starbucks coffee tell you that the coffee here is delicious and more convincing than TV advertisements. Moreover, Starbucks customers are relatively fixed, and advertisements are for everyone. The resulting expenses must be counted on relatively few customers. " Wang, president of Beijing Meida Starbucks, believes that doing so will harm the interests of Starbucks customers.
Wang believes that in the service industry, the most important marketing channel is the branch itself, not advertising. If the products and services in the store are not good enough, no matter how many advertisements attract customers, they will only see negative images. Starbucks doesn't want to spend a lot of money on advertising and promotion, but insists that every partner (Starbucks says every employee is a partner) has the most professional knowledge and service enthusiasm. "Our partners, like coffee fans, can explain the characteristics of each coffee product to customers in detail. We win trust and reputation through one-on-one methods. This is an economical method and a unique feature of Starbucks. "
China is a country with a blank coffee culture. Many people who drink coffee for the first time will feel "a bit like Chinese medicine", so people who go to Starbucks in China because they like coffee account for a small proportion of Starbucks customers. In fact, when Starbucks 1999 opened in Beijing, most foreigners who patronized Starbucks were coffee drinkers. It is through their word of mouth and continuous education to customers that more and more China talents come to Starbucks.
Create a "third space"
In order to create a good atmosphere, Starbucks operators strive to make the store a "third space" in their lives, which means that they often go to the third place besides work and family. And a cup of coffee will be drunk from the beginning to the end, and no one will bother you. Providing an undisturbed environment like this is also a business strategy of Starbucks.
In order to create a "third space", Starbucks is very picky about the location, and most of its stores are selected in high-end areas such as hotels and shopping malls. This is the invisible wall of the "third space", which ensures the noble quality of Starbucks, puts on a fashionable and high-end coat for Starbucks, and strictly distinguishes Starbucks from scattered cafes in the alley. Bright floor-to-ceiling glass windows increase Starbucks' sense of transparency, which makes this space break away from the mystery and ambiguity of ordinary cafes.
Music, as an organic part of the "third space", has risen to the position second only to coffee in Starbucks, because Starbucks' music is not just a "coffee companion", but a very important commodity of Starbucks itself. Most of the music played by Starbucks is self-developed music with independent intellectual property rights. Many people who are crazy about Starbucks coffee are also crazy about Starbucks music. In the United States, Starbucks put these music on the shelves and constantly updated them, which brought Starbucks a lot of income.
Employees should identify with the company culture.
The first principle for Starbucks to recruit employees is to identify with the company's culture. Chairman Schultz will say on almost every occasion: "If people think they share the same values as a company, then they must be loyal to the company's brand."
Working in Starbucks, you won't feel like an employee used by capitalists, where you are called a "partner"; You have a competitive salary, and if you work hard, you will still own shares in this company. ...
It's the same job as a waiter, but it's a profession and honor in Starbucks. In many places where Starbucks has opened new stores, more and more China college students have given up seemingly decent jobs, and they have to compete with many people. Everyone's purpose is to squeeze into this house with a dark green sign to sell coffee.
Bell is the first batch of coffee students recruited by Chengdu Wangfujing Store. He graduated from college for two years and worked in a hotel before. "The employees recruited here require university graduation, including foreign language proficiency and working experience in the catering industry." He said.
Talking about the feelings at Starbucks, Bell said: "Starbucks makes me feel that there is a lot of room for development, and the company will never ask employees to do things. The partners around me are all high-quality college students. We get along very well and have the feeling of opening a shop together. Every day is full of hope. "
This is a natural thing in Starbucks. Even as a coffee student, we should "respect each other" for our partners and customers. These four words appear in the first rule of Starbucks and are also part of the "Starbucks experience". Starbucks coffee students must first learn to "make eye contact with customers boldly", which makes the interaction between Starbucks and customers produce a unique lovers' ambiguous relationship similar to love at first sight. This in-depth communication sometimes leads to the result that when a Starbucks coffee student changes jobs to another Starbucks store, some of his old customers will change stores with him.
The "Starbucks experience" created by employees is a product that allows Starbucks to obtain high profits. Although international coffee companies such as Nestle and Maxwell have set up factories in China, their instant coffee seems to be more pioneers of Starbucks. In China, Starbucks never sold more coffee than Nestle and Macmillan, but Starbucks never earned less money than the latter two. Experience needs the carrier of employees, so Starbucks follows the same principle everywhere in employee recruitment. "Starbucks' principle of selecting employees is first of all cultural identity and enthusiasm for coffee." Wang Dui said
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