In the FMCG industry, sales representatives are the crucial link between brand owners and retail outlets. In fact, they are often the only link. This single-line connection carries significant uncertainty. First, the line can break; it is common for customers to be lost when a sales representative leaves the company. Second, the information transmitted through this line is too little and too one-dimensional. A sales representative typically spends only 5-10 minutes at a store, and after accounting for taking photos, organizing shelves, and checking inventory, only 1-2 minutes remain for conversation with the store owner. What can be conveyed in such a short time? This is the reality. So what can be done?

Building a self-operated B2b marketplace to directly connect with store owners seems to be a new hope in the industry.

Does a self-operated B2b have value? The answer is obvious. Through a self-operated B2b, brand owners can directly push promotional materials and policies to store owners, who can view offers and place orders online. These benefits have been validated. For example, a dairy company served by Qince increased self-initiated orders by distributing online coupons, with annual transactions accounting for nearly 7% of the company's total sales.

Qince Ordering Mall - Coupon Distribution

However, such a solution has a prerequisite: store owners must be willing to open the brand's self-operated B2b.

Why would store owners be willing to open it? Why would they spend more time on this "niche app"?

The answer is twofold. First, the brand invests heavily in promotions, giving store owners financial benefits, but not all companies can afford the same level of investment as the dairy company mentioned. Second, the brand understands operations and can attract store owners to open the app more frequently through games, points, tiered benefits, etc. But that is easier said than done.

This is also a fact. What can be done?

Consider this: if store owners are unwilling to open a brand's self-built app, which app do they prefer? The answers may vary, but WeChat is certainly among them.

Therefore, using Enterprise WeChat to add store owners as contacts, engaging in conversations, and sending valuable information such as promotional materials and posters—where store owners view messages on WeChat and click through to the B2b to place orders—is a path worth trying.

Enterprise WeChat Material Center - Customer Receives on WeChat

With this, the framework for building a customer operations system in the FMCG industry through digitalization is basically formed.

First, the field team uses SFA to serve customers while guiding store owners to go online. Here, "going online" has two criteria: first, using Enterprise WeChat to add the store owner's WeChat (sales reps show their Enterprise WeChat QR code during visits for the owner to scan); second, the store owner follows the brand's B2b platform (official account or mini-program).

Then, leveraging Enterprise WeChat capabilities, promotional materials or posters can be sent to store owners individually or in bulk. Moreover, based on the store owner's profile, the system can generate a personalized [suggested order] or [promotional policy] for the owner. The store owner receives the message on WeChat, views the policy in the link, clicks to order, jumps to the ordering platform, and completes the order and payment—smooth as silk.

One-click Share to Customer - Customer Scans to Order Directly

More importantly, the Qince Enterprise WeChat version provides complete record management. Every online interaction is fully preserved, making it easy for companies to check sales reps' task completion and to evaluate the appeal of promotional materials, policies, and suggested orders, facilitating timely adjustments to market strategies.

At the same time, companies gain a channel to collect store owner preferences (material preferences, promotion preferences), laying the foundation for second and third rounds of precision marketing.

Of course, combining Enterprise WeChat with SFA allows sales reps to see the store's profile information in the sidebar while chatting with the owner, ensuring the conversation is appropriate and all customer information is retained in the system, eliminating the problem of "losing customers when staff leave."

Enterprise WeChat Fully Retains Interaction Records

What does it mean to "unblock the two main meridians"? It means that all your customer operations actions are what customers want to see and need. This is also the starting point and ultimate goal of building a customer operations system in the FMCG industry.

SFA provides tool support for field marketing and customer acquisition; Enterprise WeChat supports online interactive marketing; B2b provides the path for online marketing conversion.

The three modules are interdependent and work in synergy.

Qince has focused on the FMCG industry for nearly 10 years, using SFA, Enterprise WeChat, and B2b to help unblock the two main meridians of customer operations in the FMCG industry.

We look forward to working with you.

Scan to register and experience now

Are you "watching" me?