As is well known, the FMCG industry employs a vast number of personnel. It is normal for a company to have hundreds of frontline staff, and large enterprises may have tens of thousands. Moreover, there are many roles among frontline staff, including basic sales personnel, promoters, supervisors, and grassroots managers.

So many frontline staff are often not online. Companies cannot reach, observe, manage, or direct them as easily as moving one's fingers. When personnel are offline, going out to execute tasks is like releasing a carrier pigeon from a cage: it leaves with a task, but whether it reaches the destination, how long it takes, whether the task is executed properly, and what difficulties it encounters along the way are all untraceable. The company can only sit at home and pray that the pigeon completes its mission.

The visit routes, visit actions, and shelf display inspection tasks arranged by supervisors cannot be accurately and timely communicated to frontline staff. Moreover, key information directly related to sales, such as distribution, paid displays, competitor activities, and paid assets, cannot be transmitted back in a timely manner.

These are all challenges. The disadvantages of having personnel offline are also evident.

l Low human efficiency. The number of salespeople cannot achieve positive growth with completed sales; the more salespeople hired, the more sales stagnate.

l Orders not communicated. Market actions that are expected to be executed cannot be implemented at the frontline; all action plans are merely clouds.

To break the above deadlock, personnel online-ization is the inevitable path for enterprises.

So-called personnel online-ization means that all frontline staff work online, connect with the company in real-time, company instructions can be precisely delivered, market dynamics can be transmitted back in real-time, and in various market task executions, it is like a digital twin.

When a salesperson goes out, it is like tying a string to the leg of a bird released from a cage. No matter how far the bird flies, the string is in the manager's hand, allowing for easy control. Moreover, this string is not only a control string but also a data string. Managers can observe all the bird's actions and all market conditions from their office.

So, how can personnel online-ization be achieved? Is it enough to install an APP on frontline staff's mobile phones? Waiqin 365 believes that installing an APP is necessary, otherwise there is no carrier for the connection between frontline staff and the company. However, having an APP alone is far from sufficient; digitalization needs to be improved in various aspects.

Taking many well-known customers of Waiqin 365 as examples, achieving personnel online-ization requires at least the following steps:

Not only frontline sales personnel, but also various personnel including sales supervisors, KA sales representatives, promoters, market auditors, and distributor salespeople should be online as much as possible. Work steps should be clearly defined, not arbitrary, but with effective norms for key actions that directly affect sales, such as distribution reporting, shelf display inspection, asset inspection, and market checks; automatically match key actions for different positions and store types, ensuring precision and accuracy.

Assign people to routes, and divide and optimize routes. Divide all customers into different routes, set different visit routes for each salesperson, closely observe changes in data such as the ratio of travel time to visit time and visit conversion rate, and accurately and efficiently adjust visit routes to ensure customer coverage and improve salesperson work efficiency.

Assign people to goals. Based on the PDCA principle, set specific task goals for each salesperson and each sales department, and sales personnel can view tasks and progress online in real-time, each performing their own duties. Performance is clear, and the achievement of performance has a basis for analysis. Based on this, adjust and optimize to achieve the best.

Diversified data collection. Location information, image information, text information, form information, video information, and even live broadcasts from the frontline can be collected and transmitted anytime, anywhere. Rejecting dirty data, fake data, wrong data, identifying fake photos, and filtering low-quality photos are key to obtaining accurate data.

By achieving the above four steps, enterprise management can deeply explore the underlying problems of management, ensure that business has goals, plans, and execution, and management can issue task instructions and optimize work processes; frontline personnel can upload real market dynamics and feedback on frontline work results. Thus, improving personnel efficiency, clarifying market blind spots, and bringing new performance growth points for enterprise development.

In the digital transformation of FMCG enterprises, personnel online-ization is the first step and the most important starting point. In this process, Waiqin 365 has served tens of thousands of enterprises with rich experience. We will share more with you next time~

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