Special troubles of rebirth

On the first day after the New Year's Day holiday, Wang Yu made an appointment with Jiang Weilin to go to Jinmao.

Financial Director Xiong Guilan handed two financial statements to Wang Yu and Jiang Weilin.

"Throughout 2006, the group's subsidiaries have developed six markets in Jinling, Xihu City, Capital City, Chengdu, Yangcheng and Shenzhen. By the end of December, the number of stores in the six cities has reached 12. Excluding the Magic City market, the six cities have a total of 100 stores throughout the year. The total revenue reached 15.52 billion, and the total expenditure was 12.35 billion, of which the expenditure for purchasing stores formed 4.86 million in fixed assets, and the total profit for the year reached 3.17 million."

“All five branches are profitable?”

Jiang Weilin flipped through the financial statements and wondered: "It seems that those investors will also get part of the dividends at the end of this year?"

"Almost, it's better than nothing. According to the original agreement, there will be no dividends in the first year!"

"Where's the Magic City?"

Speaking of the Magic City branch, Xiong Guilan said with a smile: "Currently, the Magic City branch has 150 stores. This year's annual revenue reached 9.86 million, total expenses reached 6.91 million, and net profit reached 2.95 million!"

"The branch below will hand over 80% of the profits after dividends to those shareholders. The headquarters will make overall arrangements and allocate million for reward distribution at the end of the year!"

Wang Yu smiled at Jiang Weilin and said, "It's a little less this year. You can get a dividend of 30 million after tax. Next year, I'll let you get at least 100 million back!"

Jiang Weilin made an OK gesture. He knew that this year was a period of expansion and that branches in various places would be tight on funds, but he did not expect that after excluding the gain in fixed assets, he could still generate a profit of more than 300 million.

By next year, according to the current trend, even if there is no expansion, the profit will exceed 20 billion!

Is it possible not to expand?

According to the company's plan, the number of stores will be expanded from the existing 750 to 1500 next year and will be expanded to second-tier cities across the country.

Not to mention anything else, the gain in fixed assets alone can reach the level of one billion.

So he was extremely satisfied.

After Xiong Guilan finished his report and left, Jiang Weilin raised his jaw slightly and said, "You are so lucky that you picked up such a treasure!"

Wang Yu knew that he was talking about Qin Shiyu, so he smiled and said, "Thank you for your advice!"

"How's the polishing going?"

"It's still early, it will take at least a year or two!"

"Tsk, tsk. I'm a little envious of you!"

Jiang Weilin smiled and brushed off the topic: "Are you going to the United States the day after tomorrow?"

"Well, Nayuki's first flagship stores are about to open there. I'll go to the Big Apple to have a look!"

“Tsk, it’s a pity that Westerners are still keen on drinking coffee!”

Smacking his lips, Jiang Weilin looked at Wang Yu: "Do I still have a chance to enter the second round?"

"The valuation of the second round of financing will reach the level of 80 billion. Are you sure you want to enter the market?"

Wang Yu looked at Jiang Weilin and said: "And the ticket price is secondary. The main thing is whether it can help Naxue get listed on Nasdaq!"

"You're going to soar into the sky!"

"I just want to make money!"

Wang Yu waved his hand in an exaggerated manner: "After the listing, I will reduce my holdings by 10% and make billions in my hands!"

"It seems that the next two years will be the time for your Internet companies to exert their strength!"

Jiang Weilin sighed: "Don't you feel bad about burning so much money? Are you really so optimistic about this track?"

Wang Yu smiled mysteriously at Jiang Weilin: "One of its companies will conduct its first round of financing in two or three years. Will I leave you a ticket then?"

"A word is settled!"

Jiang Weilin immediately laughed: "It's a pity that you have Wei Yutong, otherwise I would definitely introduce my sister Jiang Qiao to you!"

"I'm a fire pit!"

Wang Yu and Jiang Weilin still rolled cigarettes and cigars, each smoking his own.

"How many rich men don't play outside?"

Jiang Weilin puffed out smoke and said disapprovingly: "The more successful a man is, the more he has the mentality to conquer, whether it is career or women. The stoic bosses you see just have higher happiness thresholds."

Wang Yu has also grown rapidly in the past year. He smiled and continued: "That's why the average happiness threshold in the financial industry is the highest. He faces hundreds of millions of funds all day long and comes into contact with billionaires."

“So don’t touch the finance girl!”

Jiang Weilin laughed: "But there are no absolutes in everything, otherwise there would be no stories about beacons playing with the princes, riding on the red dust concubine laughing, and loving beauty but not the country!"

"Since ancient times, rich families have had love affairs!"

Wang Yu nodded to himself: "I won't!"

"Be careful when you go to the United States. It's a colorful world there. As long as you have money, you can buy anything."

Jiang Weilin reminded: "Don't lose yourself!"

After crossing the Pacific Ocean and crossing the United States to reach the Big Apple on the west coast, Wang Yu was extremely tired even if he was traveling in first class.

Wang Yu brought a lot of people with him on this trip, including translators, bodyguards, secretaries, and the operations director and team of Naixue Coffee.

The two sides add up to a team of twelve.

Xiao Haiyang had already returned to the United States before New Year's Day, and was waiting for Wang Yu to come to pick him up when he arrived.

The place to stay has been booked in advance. It is the Waldorf Astoria Hotel located in the bustling area of ​​the city center. This hotel is famous for hosting presidents of various countries. The hotel has more suites than ordinary rooms.

Knowing that Wang Yu and his party had to get over the jet lag first, Xiao Haiyang left first after sending them to the hotel.

After experiencing painful jet lag, Wang Yu finally recovered and took Naixue's operations director to inspect the upcoming flagship store.

To put it simply, Wang Yu copied the path of Starbucks after its second reform in his previous life.

If you don’t use ready-made success templates, what else can you think about to innovate?

Moreover, it is the best time to intervene in the American coffee chain market at this stage. Wang Yu still remembers an article he read at the time. It was an article describing how Starbucks came back to life. And now it is Starbucks that is facing death. stage.

From the end of the 20th century to the beginning of the 21st century, in order to achieve growth, development and necessary operational scale, Starbucks expanded wildly overseas. In the five years from 2001 to 2005, the number of stores tripled to more than 9000.

However, behind this blind expansion and growth, it is also facing many problems. Starbucks' foundation has begun to shake. For example, the customer experience in stores has deteriorated and the brand value characteristics are being lost.

In the store, the mellow and thought-provoking aroma from freshly ground coffee slowly fades and disappears, which greatly reduces most of the romantic atmosphere and personal experience of the coffee shop...

Unique logo, fragrance and charm, these are the brand connotations of Starbucks entering the market.

At that time, customers in Starbucks stores were hearing less and less praise for their coffee. Instead, they were replaced by the aroma of various breakfast sandwiches. Although these breakfast sandwiches were popular with customers, they also caused Starbucks to slowly deviate from its core business.

In addition, there were the loss of coffee flavor, repeated boiling of milk, tall espresso machines, and other negative factors that had nothing to do with Starbucks' core business. These factors combined together eventually kicked off the company's destruction.

In order to maintain the beautiful sales growth figures, Starbucks has to expand stores, often choosing inappropriate locations, and failing to provide adequate training to newly hired baristas, causing the quality of drinks to continue to decline.

Another reason is that in the past seven years, Starbucks has launched almost no impactful new products. The products lack innovation and cannot meet consumers' needs for taste and freshness.

Starbucks did not adhere to the path of continuous innovation. Instead, it boldly ventured into unrelated fields, such as the entertainment industry, and promoted products that far deviated from the core of the "coffee experience."

In addition, as a large company, Starbucks has not yet provided its regional managers with the convenient technology tools and work software to easily access the Internet on the go, which most professionals in the world already use to manage their businesses.

The store's sales system and electronic cash register are even more backward, and were eliminated by Microsoft as early as the mid-20s.

All of these are related to the concept of expansion, and this concept can easily take root in some large companies. Expansion rather than focus has become an important reason for the collapse of many companies.

Wang Yu quietly entered the American market with Nai Xue, lying on the dying Starbucks, absorbing nutrients to strengthen himself, and erecting his own monument on the ruins of the giant.

The typical Starbucks path leaves Starbucks with nowhere to go.