Skip to main content

This column was originally published on RealMoney on Nov. 21 at 9:25 a.m. EST. It's being republished as a bonus for readers.

The carcasses of those who have invested in China and lost line the halls of every bourse in the world. Why, oh, why, should


(SBUX) - Get Free Report

be different? Why should we believe that founder, chairman and chief global strategist Howard Schultz and his team can pull it off? Why do we believe that when he says that China is his single greatest opportunity, he is not blowing smoke, he is not just saying something that everybody from

General Motors


Dollar General

has said or thought?

I believe Starbucks can, because it approaches things culturally, not capitalistically. I know that at one time the U.S. was the greatest capitalist nation on earth -- I genuinely believe that some of the central European and Asian and even Latin countries, OK, country, Chile -- are beginning to pass us. But I believe we have become too jaded, cynical, lawyered and polarized to make as much headway in China as other countries.

Not Starbucks. This is a company, like few others -- maybe

Whole Foods


-- that benefited from having no ties to the legacy of the days of labor vs. capital that seems to shroud all but tech in our country. It is a company that has thought more about workers and workspace and trying to make both the customer and the employee happy in a way that I haven't seen done on a mass scale anywhere else.

Plus, its stores are exciting, its merchandising -- music? -- unique. Everything it does seems, well, smarter than what everybody else does.

That's what it is going to take to win China: You have to be smarter than everyone else, and Starbucks just is.

Image placeholder title

Now, this stock has had a prolonged run since the low $20s as its comparison numbers improved. But I am urging you to consider that the comp numbers, going forward, are not what you should judge this company by. You have to consider this stock to be like

Yum! Brands

(YUM) - Get Free Report

was two years ago, when it was saying, like Schultz did on "Mad Money" last Friday --

check out the interview -- that China was the single best opportunity out there. Now, as everyone knows, the move in Yum! has been made and the stock is starting to stagnate, mostly because of bird flu but also because of saturation.

The time to buy Yum! was two years ago. The time to buy Starbucks, therefore, is



Random musings:

If you're on the lookout for more on-the-come stock ideas, you want to check out James Altucher's new service, Internet Review. Remember, the Net isn't just one sector, it's retail and media and advertising and more, and that means more opportunities. Look, James is one of the smartest guys I know, and you can get his top-down analysis of trends and baskets of stocks that he believes will capture the growth they'll generate -- from long-term picks to catalyst trades and system-driven trades.

Sign up now to get his email and weekly newsletters so you don't miss a beat.

P.S. from Editor-in-Chief, Dave Morrow:

It's always been my opinion that it pays to have more -- not fewer -- expert market views and analyses when you're making investing or trading decisions. That's why I recommend you take advantage of our

free trial offer



premium Web site, where you'll get in-depth commentary


money-making strategies from over 50 Wall Street pros, including Jim Cramer. Take my advice --

try it now.

James J. Cramer is a director and co-founder of He contributes daily market commentary for's sites and serves as an adviser to the company's CEO. Outside contributing columnists for and, including Cramer, may, from time to time, write about stocks in which they have a position. In such cases, appropriate disclosure is made. To see his personal portfolio and find out what trades Cramer will make before he makes them, sign up for

ActionAlertsPLUS. Listen to Cramer's RealMoney Radio show on your computer; just click

here. Watch Cramer on "Mad Money" at 6 p.m. ET weeknights on CNBC. Click

here to order Cramer's latest book, "Real Money: Sane Investing in an Insane World," click

here to get his second book, "You Got Screwed!" and click

here to order Cramer's autobiography, "Confessions of a Street Addict." While he cannot provide personalized investment advice or recommendations, he invites you to send comments on his column by

clicking here.