On September 15, 2008, the economy fell sharply at the speed of free fall, and the Wall Street stock market created the biggest one-day decline after the "9. 1 1" terrorist attack in 2006. 1844 Lehman Brothers, which was founded, declared bankruptcy and became the biggest bankrupt in American history. An American businessman lamented, "God, I have been in business for 35 years. This is the most unusual thing I have ever seen. "

Before that, Starbucks' goal was 40,000 stores, running all the way! Starbucks is not immune from the financial crisis in the United States, and it is facing a moment when it must make a choice. 600 stores, which is the number of stores Starbucks decided to close in the United States! Starbucks has learned a painful lesson from this: if you regard expansion as a success, then this successful reform will fail.

It is inevitable for Starbucks to make changes, but not an action, a product, an improvement or someone can save Starbucks. The change of Starbucks in the crisis is a complex problem. The only problematic number "one" is a cup of coffee. A customer, a partner, the experience after each customer visit. Starbucks must once again focus on the most urgent thing, that is, focus on doing the right thing and focusing on things related to partners, customers, shareholders and brands. So, the question is how to ensure that you always "do the right thing"?

In this crisis, Starbucks is not the only enterprise that has been reorganized. Starbucks people need confidence to persevere, and they must turn over the page of the global economic crisis. However, Starbucks has its own rules, that is, it will never sacrifice product quality in order to save costs.

As can be seen from here, each brand has inherent nuances. If you compromise, it will gradually erode the connotation of the brand, although it will pay off in the short term. Starbucks chose to be loyal to its own values, and then, all the way forward! "Go all the way forward" is not just a slogan or an attitude, it seems to have a double meaning: how Starbucks will fight; And how to do business in this increasingly complicated and bleak period. Howard schultz, the founder of Starbucks, said in his book "All the way forward":

Starbucks taught us a good lesson, telling us how to face adversity, how to "do the right thing" and how to make decisions according to the company's mission. I think this is also the greatness of Starbucks. It always stays on the right path and keeps moving forward!