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'星巴克30年發展路從380萬美元到市值超過840億的10個要素'

'/uploads/allimg/170828/3-1FRQ92FS91-lp.jpg'

'巴克,30年,發展路,380萬,元到,市值,超過,840億,'

'專業咖啡師交流 請關注咖啡工房(微信公衆號cafe_style ) 內容來源：新科技，新模式，新未來騰訊青騰大學硅谷思路遊學於2017年8月開啓，星巴克客戶洞見首席營銷官Cambridge先生做主題分享。筆記俠作爲獨家課程合作伙伴，經主辦方審閱授權發佈。 提到星巴克，'

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'2017-08-28 19:26:25'

'2017-08-28 19:27:18'

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'<p>
	<img alt="" src="/uploads/allimg/170828/3-1FRQ92FS91.jpg" style="width: 600px; height: 339px;" /><br />
	<span style="color: rgb(62, 62, 62); font-family: 微軟雅黑, 黑體, Arial; font-size: 14px;">專業咖啡師交流 請關注咖啡工房(微信公衆號cafe_style )</span><br />
	<br />
	<br />
	內容來源：新科技，新模式，新未來&mdash;&mdash;騰訊青騰大學&ldquo;硅谷思路&rdquo;遊學於2017年8月開啓，星巴克客戶洞見首席營銷官Cambridge先生做主題分享。筆記俠作爲獨家課程合作伙伴，經主辦方審閱授權發佈。</p>
<p>
	<br />
	提到星巴克，你可能會想到它的咖啡、想到坐在它的咖啡館裏談事情、想到它商標中的雙尾美人魚、想到文化營銷&hellip;&hellip;小俠想要發問，屏幕前的你是否感覺自己已經聞到了咖啡的香氣呢？</p>
<p>
	一間咖啡館，在30年裏，從380萬發展爲市值超過840億美元的國際品牌，讓我們看看星巴克成功的十個要素。</p>
<p>
	1983年，霍華德先生用380萬美元買下最初的&ldquo;星巴克&rdquo;，三十年過去了，星巴克的市值已經超過840億美元。其品牌已經和可口可樂、麥當勞、蘋果等國際知名品牌一樣家喻戶曉，同時是全球接待顧客和客戶人數最多的零售品牌。</p>
<p>
	今天讓我們集中探究星巴克成功背後的10個原因。</p>
<h3>
	原因一：人們對&ldquo;第三場所&rdquo;的需求&nbsp;</h3>
<p>
	星巴克認爲，在人們的需求中，除了家和工作場所，存在第三個場所，每個人都需要在這個場所度過很多時間，不管你來自中國、美國、南非還是墨西哥&hellip;&hellip;人有對&ldquo;第三場所&rdquo;的需求，總會找到一個除了家和工作的辦公室之外的第三場所。</p>
<p>
	我們知道，人們在星巴克門店中有各種各樣消磨時間的方式，跟朋友聊天、一個人看書、用電腦等。星巴克正是滿足了人們對第三場所需求的一個公司，並在此基礎上把生意越做越大了。</p>
<h3>
	原因二：從用戶感受出發的環境設計</h3>
<p>
	星巴克爲了打造一個讓消費者更喜歡的氛圍，在店內環境的設計方面投入了相當多的時間。除咖啡外，星巴克還出售一些快餐類食物，但與麥當勞、肯德基等快餐店的感覺是完全不一樣的。星巴克爲了營造出好環境，在設計時非常注意三大點：建築材料的選用；整個店面內飾的色彩基調；傢俱考究。</p>
<p>
	星巴克的每家門店都會考慮到就餐的大團體和小團體。比如一個長桌可以坐一人或兩人。有時候會有8-10人的大團體到店，店裏會留一個空間，擺一個很大的桌子，爲大團體預留。星巴克在設計上之用心，每到一家門店，你的所見所得，甚至你聞到的味道都是有經過精心的設計和計算的，給你不一樣的體驗。</p>
<p>
	<img alt="從380萬美元到市值超過840億，星巴克30年發展路的10個要素" data-img-size-val="640,356" src="https://pic.36krcnd.com/201708/28032847/zc7etfh0mpm0z78q!1200" /></p>
<p>
	在2008年的一段時間，北美的很多星巴克早上會出售三明治作爲早點。當時的總裁走訪了幾家門店，發現早上的店裏咖啡的香氣都沒了，取而代之的是很重的食物的味道。後來發現是因爲三明治中的芝士一旦加熱就會有一種特有的味道，完全覆蓋咖啡的香氣。他們想，我們是星巴克，我們一定要讓消費者進店就聞到咖啡的香味，所以決定早餐不賣三明治了。</p>
<p>
	雖然會因此損失了上千萬美元的收入，但是還是這樣做了。他們後續研發出了一種新的三明治，不會掩蓋咖啡的香味兒。這種設計也彰顯了星巴克在用戶體驗上的考量。</p>
<h3>
	原因三：&ldquo;咖啡之舞&rdquo;</h3>
<p>
	星巴克在咖啡上的用心絕不輸給它在設計上的用心。</p>
<p>
	星巴克將從咖啡豆農田到桌上的一杯咖啡的全部流程稱爲&ldquo;咖啡之舞&rdquo;。與其他一些並不是很看重原材料的咖啡店不同，星巴克會關注咖啡農田，關注結咖啡豆的樹，關注咖啡果的籽&mdash;&mdash;那纔是我們飲用的咖啡。</p>
<p>
	農民把咖啡果採集處理好之後，星巴克採買咖啡豆，可能是來自於非洲、東亞或者是美國中南部等地方，之後將咖啡豆全部運到美國，對咖啡豆進行烘焙、混合和包裝，再送到各大門店當中去。</p>
<p>
	爲了保證新鮮，咖啡裝在袋子裏的時候，是以咖啡豆的形式。只有當消費者購買後要求要研磨成粉，他們纔會把咖啡研磨成粉，這是爲了最大程度地保留咖啡的新鮮程度。</p>
<p>
	正是因爲對所有的流程都進行嚴格把控，所以星巴克非常自信他們製作出來的咖啡是最好的。</p>
<p>
	<img alt="從380萬美元到市值超過840億，星巴克30年發展路的10個要素" data-img-size-val="640,507" src="https://pic.36krcnd.com/201708/28032849/1y2tihrcmgxmcb1k!1200" /></p>
<p>
	演講人星巴克客戶洞見首席營銷官Cambridge（左）與騰訊開放平臺高級總監、青騰大學負責人胡皓（右）</p>
<h3>
	原因四：看中人與人的連接</h3>
<p>
	人總是有需求要跟別的人建立起聯繫。星巴克比較看重人與人之間的人際溝通和聯繫，覺得自己提供的第三場所，也是一個提供人際連接的場所。也就是說，在星巴克，賣咖啡的店員跟顧客有連接、顧客與朋友之間有連接、顧客和顧客自己也有自我連接，比如說一個人看書、看電腦。</p>
<p>
	爲什麼星巴克在東亞那麼成功？答案之一就是星巴克並不僅僅只賣咖啡，它還提供場所，一個人與人可以最大程度溝通、交往的場所。</p>
<p>
	舉兩個小事例。首先，星巴克店員面的前咖啡櫃檯、收銀櫃臺的高度其實是經過一個合理設計的，不能太高，否則顧客看不見後面收銀的店員；也不能太矮。</p>
<p>
	同時，製作濃縮咖啡的咖啡機最開始是在瑞士設計出來的，當時的咖啡機又高又大。星巴克總裁看了這個設計之後讓他們把卡機改矮6英寸，這樣一來，消費者在買的時候就可以不被咖啡機擋住視線，更多地和店員進行互動和溝通。</p>
<p>
	2008年美國次貸金融危機，很多零售店關門，星巴克也沒有幸免，當時決定關閉100多家店。</p>
<p>
	這個決定公佈後，很多消費者寫信給星巴克，他們當時用的表達是&ldquo;請不要把我的星巴克關掉&rdquo;，他們把星巴克稱之爲&ldquo;我的星巴克&rdquo;，可以看出這些消費者都花很多時間在店中和朋友度過，已經把星巴克看作是他們自己的一個場所。</p>
<p>
	此外，還有很多城市的市長和政府給星巴克寫信，希望不要把這些社區中的店關掉，因爲它是大家聚在一起社交的非常好的場所。</p>
<p>
	<img alt="從380萬美元到市值超過840億，星巴克30年發展路的10個要素" data-img-size-val="640,356" src="https://pic.36krcnd.com/201708/28032849/najfrxbnq082gtvg!1200" /></p>
<p>
	對於市場競爭，星巴克不管在哪個國家或者市場做咖啡總是會有競爭對手的，競爭對手大概可以分爲兩類，第一類是咖啡連鎖店，比如中國的COSTA；第二類是那些獨立的咖啡店，這些咖啡店並不多，可能就1~3家，主要集中在某一個社區。</p>
<p>
	而因爲星巴克是一個全球公司，它在很多國家都會有不同的競爭對手，沒有辦法做每一個競品的分析和對比，所以星巴克採取的戰略是，把目標和重心放在自己身上，永遠去做自己認爲對顧客和員工來說是對的事情和選擇。星巴克堅信，打造好自己便會成爲一種跟別人競爭的方式。目前，在這種思維模式下，加州的銷售業績沒有出現過不好或令人擔憂的情況。</p>
<h3>
	原因五：星巴克手機APP</h3>
<p>
	2009年，星巴克在北美引入，消費者可以下載星巴克APP在店內進行支付，同時擁有會員積分，當時比較成功。到了2015年，星巴克APP又推出了一些其他功能，可以遠程下單，再到店取咖啡。新方式爲消費者提供了很多便利，同時也爲門店經營增加了效率&mdash;&mdash;門店店員不需要花太多的時間與消費者進行面對面的溝通點單，節約了時間和成本。</p>
<h3>
	原因六：顧客獎勵機制</h3>
<p>
	星巴克在北美的獎勵機制是黑卡，顧客每花費1美元就可以積兩顆星，等你積到25顆星的時候，就可以用星星兌飲料或者消費。現在北美有超過1300萬非常活躍的會員給星巴克帶來盈利。享受到這樣獎勵機制的顧客其實是星巴克的常客，有更多的消費。所以對顧客和星巴克門店是雙贏的。</p>
<h3>
	原因七：員工=合夥人</h3>
<p>
	在這個要素上，其他成功的美國公司都沒有星巴克做得多。星巴克把僱員稱作合夥人，在每一家門店中，星巴克的合夥人都是有享受公司的股份的。其實道理非常簡單：你對員工好，讓他們開心，員工就會賣力工作；讓你的消費者開心，消費者就會願意在這兒消費，隨即帶動更多利益。</p>
<p>
	<img alt="從380萬美元到市值超過840億，星巴克30年發展路的10個要素" data-img-size-val="640,356" src="https://pic.36krcnd.com/201708/28032849/mg7jslxoochcmpq9!1200" /></p>
<p>
	&nbsp;這一點非常重要，因爲星巴克在全球有大量門店，他們要思考如何保證每一家門店都能讓顧客滿意。2000年，星巴克在美國做了一件與其他零售業公司不同的事情：爲每一位兼職合夥人、每一位兼職員工都買了醫保。美國的醫保很貴，買了醫保就等於這個人看病時產生的大部分開銷都由公司承擔，這一點在當時很少有公司能夠做到。</p>
<p>
	現在，星巴克在全球範圍內爲員工提供的福利甚至包括全額提供亞利桑那州立大學的學費，如果有合夥人在這個大學上學，星巴克會全額爲學費買單。最近，星巴克中國發布官方信息，增加了每一家門店僱員所享受的福利，包括提供房租補貼，醫保也覆蓋到了員工的家人。</p>
<h3>
	原因八：準時生產供應鏈</h3>
<p>
	JIT體系是豐田公司二十多年前引入的概念，即Just In Time，準時制生產方式，又稱作無庫存生產方式。意思就是當你在做配送的時候，不論是配送給工廠還是門店，都有一個時效和時間，送得太早、太晚都會引起較高的成本代價。</p>
<p>
	<img alt="從380萬美元到市值超過840億，星巴克30年發展路的10個要素" data-img-size-val="640,356" src="https://pic.36krcnd.com/201708/28032849/xx85tanb2vi4jvay!1200" /></p>
<p>
	&nbsp;舉一個2008年基於美國和加拿大市場數據的例子：在大家看到的門店背後，星巴克其實是有非常龐大的分銷體系。</p>
<p>
	那時的星巴克一共有50個分銷中心，這些分銷中心每天都要給各個門店配送大量的飲料和食物。比如，配送6.08億個麪包和糕點；1.03億加侖的牛奶；2.4億磅的咖啡&hellip;&hellip;這是一個龐大的規模、一個龐大的運營體系。同時也是非常具有挑戰的一項任務。爲什麼這樣說？</p>
<p>
	因爲星巴克的策略要求供應配送一定要在門店需要的時候送到，如果到得太早可能會放壞，如果到得太晚可能影響很多消費者的購買。</p>
<p>
	所以如何及時把這些物品在那些門店最需要的時候配送到是一個非常大的難題。所以西雅圖的星巴克總部有一個專門負責配送和供應的部門，研究全球的供應鏈到底應該如何做到高效爲所有的門店進行物資配送。當然，在每一個單獨的市場也會有專門的供應團隊做非常複雜的工作。</p>
<p>
	星巴克的供應鏈配送體系不僅可以在非常龐大的規模上運營，同時也可以極大程度的縮小成本。星巴克供應鏈團隊的工作方式主要建立在三大原則之上：</p>
<ul>
	<li>
		<p>
			第一個原則，供應團隊會把所有的門店想成是自己的顧客，全心希望爲每一個顧客提供最好的服務；</p>
	</li>
	<li>
		<p>
			第二個原則，供應團隊能夠爲每一個門店找到當地最有價格競爭力、最便宜的供應商，大幅度的縮小成本；</p>
	</li>
	<li>
		<p>
			第三個原則，星巴克的企業文化，供應團隊尊重每一個門店。</p>
	</li>
</ul>
<h3>
	原因九：反哺</h3>
<p>
	星巴克知道如何平衡盈利和社會影響力。很多大公司的成功不僅僅因爲他們賺了多少錢，在商業的背後，他們都能夠代表社會做一些事。星巴克堅信在賺錢的過程當中一定要爲社會做貢獻。這種信念和價值觀已經烙印在了星巴克DNA中。</p>
<ul>
	<li>
		<p>
			案例一：技術支持。星巴克非常支持種植咖啡的農戶，如果得知他們的咖啡樹生了病，不管是南美還是非洲，星巴克會請專家給咖啡樹看病。同時，星巴克擁有一塊自己的咖啡的種植田，他們做很多實驗，當發現一種可以提高咖啡豆產量的方式的時候，就把技術分享給其他種植咖啡的農戶。</p>
	</li>
	<li>
		<p>
			案例二：公平貿易。收購咖啡的時候，星巴克會賦予種植咖啡的農民一個合理的價格，不會故意用很低的價格去買農戶的咖啡。</p>
	</li>
	<li>
		<p>
			案例三：在國際保護組織起積極作用。星巴克支持環保，大概在十年前，把門店中所有的塑料餐杯換成了紙杯。</p>
	</li>
	<li>
		<p>
			案例四：爲員工謀福利。星巴克應該是美國零售業中對員工最好的一家公司。</p>
	</li>
</ul>
<h3>
	原因十：直營模式&amp;合資公司模式</h3>
<p>
	與麥當勞、肯德基等連鎖店不同，星巴克在如美國、加拿大、日本、中國等店面比較多的國家都採用直營模式。通過直營，星巴克對門店有直接的掌控，更好地控制服務體驗和咖啡的質量，這也是星巴克能夠始終保持品質如一的重要因素。</p>
<p>
	在一些門店比較少的國家，如還不到100家店的印度、不到20家店的越南，直接設立公司的成本比較高，星巴克的策略是在這些國家找到一個本地的合作方成立合資公司，或者授權給這些公司，讓他們在這些國家進行咖啡店的經營。星巴克在這些國家對合資公司的選擇標準是非常高的，最基本的價值觀要一致。</p>
<p>
	同時，星巴克每進入一個穩定的市場，會隨即在當地尋找原材料供應商，比如提供新鮮食材的菜場，這樣能夠較好地擴大他們的產品選擇。</p>
<p>
	星巴克也在不斷擴張經營方式、產品方式，除了咖啡之外還做茶、食品。同時在很多菜場或者雜貨店等地方擺上星巴克的櫃檯，單獨出售咖啡，潛移默化地進行市場擴張等。</p>
<p>
	作爲一個零售公司，它其實和麥當勞、肯德基不一樣，星巴克很少做廣告，廣告做的少也是他們的利潤可以保持在20%左右的原因。</p>
<p>
	<img alt="從380萬美元到市值超過840億，星巴克30年發展路的10個要素" data-img-size-val="640,356" src="https://pic.36krcnd.com/201708/28032849/mj0ec7ztbt39lq02!1200" /></p>
<h3>
	小結：</h3>
<p>
	第一，一個成功的公司之所以成功，是離不開強大的商業基礎要素作支撐的。星巴克的基礎要素就是好的咖啡、好的顧客體驗，快速高效的供應鏈。</p>
<p>
	第二，一個成功的公司一定會照顧到他的員工。</p>
<p>
	第三，一個成功的公司一定要有強大的價值觀，並且會幫助到他所在領域中的人、事、行業。</p>
'

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