---
title: "Want Want Food Tech's \"Five New Operations\": A Shot in the Arm for Distributors"
description: "As China's FMCG industry enters a stock market, relying solely on big products and big channels is no longer sufficient to sustain brand sales growth. In the internet age, consumers are destined to become an indispensable part of new production relations. Want Want Group's second entrepreneurial venture, Food Tech, introduces a \"Five New Operations\" approach to help distributors achieve \"More Money\" through new company, new brand, new customers and retail, new management, and new incentives."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2019-09-28"
categories: "Dealer Operations"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/ZowDqsbQvy0esGUuEO9z1g"
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citation: "New Distribution. “Want Want Food Tech's \"Five New Operations\": A Shot in the Arm for Distributors.” New Distribution, 2019-09-28. https://xinjignxiao.com/en/articles/want-want-food-tech-s-five-new-operations-a-shot-in-the-arm-for-distribu-6dbd58e1/"
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---

# Want Want Food Tech's "Five New Operations": A Shot in the Arm for Distributors

> As China's FMCG industry enters a stock market, relying solely on big products and big channels is no longer sufficient to sustain brand sales growth. In the internet age, consumers are destined to become an indispensable part of new production relations. Want Want Group's second entrepreneurial venture, Food Tech, introduces a "Five New Operations" approach to help distributors achieve "More Money" through new company, new brand, new customers and retail, new management, and new incentives.

As China's FMCG industry enters a stock market, relying solely on big products and big channels is no longer sufficient to sustain brand sales growth. **In the internet age with continuous technological development, consumers are destined to become an indispensable part of new production relations.** Previously, brand owners only needed to form values based on their understanding of consumer needs, and by controlling media channels, they could ensure their products' voice.
**The proliferation of the internet, however, has forced brand owners to re-examine themselves and, in the face of a volatile market environment, find a development path suitable for the new era.**
Want Want, which entered the Chinese market in 1992, has accompanied a generation's growth with its series of products such as Little馒头, Crushed Ice, and Rice Crackers. As a national brand in China, Want Want has not only established a vast and rich channel network but has also deeply occupied consumer minds.
However, with changes in China's FMCG industry and shifts in consumer demand, Want Want faces severe challenges. Against this backdrop, Want Want Group embarked on its second entrepreneurial and innovative journey.
On September 10, 2019, the first stop of Want Want Food Tech's national distributor recruitment conference was held in Tianjin as scheduled. Unlike previous ordering conferences, Food Tech introduced to distributors its "**Five New Operations**" and the English theme "**More Money**," which piqued distributors' curiosity and made them wonder how to achieve "More Money."

**New Company: Establishing the Second Marketing Business Group**
Today's Chinese market has undergone earth-shaking changes. To achieve success in the new market environment, Want Want must start with the concept of second entrepreneurship and build an independent operation team that fits today's market. Thus, the Second Marketing Business Group was established. The group is invested by Want Want Group, with Shanghai Haowang Network Technology Co., Ltd. as the operating entity, using the new brand "Food Tech" for independent operation. On this basis, the group is divided into 8 major regions, 52 branch companies, and 420 sales offices according to national market geography. Leveraging Want Want Group's existing channel resources, Food Tech has set up national offices, forming a complete organizational structure. As can be seen from the company name, the Second Marketing Business Group is not a traditional sales company but is endowed with the most popular internet thinking. From brand promotion to product marketing, while retaining Want Want's original style, the group uses consumer insights and big data analysis. **From establishing a new company to building a new team, Food Tech not only conveys the message of creating a high-end leisure food brand but also demonstrates Want Want Group's courage to innovate.**

**New Brand: Food Tech, Upgrade + Innovation**
As a new brand under Want Want Group's "second entrepreneurship," Food Tech is positioned in the mid-to-high-end market, aiming to **provide Chinese consumers with distinctive food through advanced R&D and food technology, while using advanced network technology for terminal management and consumer relationship building, to capture the minds of young consumers.** "**No sharpness, no push; no specialty, no do**" is Food Tech's promise to consumers. Creating a sense of happiness for the new generation of consumers through new experiences every day is the value Food Tech creates for them. A good brand must be built on good products. One of Want Want's best-selling products is candy; QQ candy and milk candy accompanied the growth of the post-80s generation. Today, QQ candy remains a favorite among nostalgic middle-aged people, but in the eyes of young consumers, Want Want's QQ candy seems not to attract their attention.
What Food Tech aims to do is to create a product suitable for young consumers based on nostalgia. To this end, at the recruitment conference, Food Tech introduced upgraded versions: QQ Candy + Heart and Milk Candy + Heart. From packaging style to product taste, Food Tech has innovated. Additionally, Want Want's well-known product O泡 is also one of Food Tech's first upgraded products. As a post-80s, you may not have drunk O泡, but you must have seen its advertisements. As a catchy ad back then, O泡 became the favorite drink of that generation of children. Now, those loyal fans have grown up, but their next generation no longer likes this product because in an era of new products emerging, young consumers need more creative products.
Now Food Tech has fully upgraded O泡, launching O泡+ with a low-sugar, high-fiber formula, better meeting today's consumer demand for healthy products, and has introduced gift box packaging, which will be launched before the 2020 New Year. After upgrading Want Want's well-known products, Food Tech also launched innovative products: the "I Feed Everyone" series and the "No Crack, No Enjoy" series. These two series are mainly designed to cater to office workers and young consumer groups.

**New Customers, New Retail: Not Choosing the Big, but the Right**
**With the continuous development of new retail, consumer shopping scenarios have become more diverse, making it difficult for traditional channel operations to promote new products in a short period. Furthermore, as distributors gradually transform into service providers, there is a greater need for enterprises to have internet thinking and use new tools and new retail channels for product promotion.** Therefore, Food Tech will not share the same customers as the original Want Want products but will independently develop new customers. In terms of recruitment requirements for new customers, Food Tech proposed a brand-new "More Money" model, hoping to treat distributors as partners, dividing work and cooperating, so that in today's highly competitive and high-operating-cost FMCG industry, they can earn "management wealth." **Management wealth = marketing thinking + methods to achieve performance**
Only by achieving these two parts can one effectively build successful new products and ensure product turnover at the terminal. Therefore, Food Tech invests huge resources in doing "marketing thinking + methods to achieve performance" well. Thus, Food Tech has three requirements for cooperative distributor customers, and they must also adopt the SOCS cloud business management system built by Food Tech using internet technology, digitizing all resource investments, management processes, and terminal execution results, thereby forming an ecological value chain with distributor partners to jointly manage the brand, products, and terminals well. **First, be diligent in visiting terminals.** Distributors must have sales representatives visiting terminals, and the cost of sales representatives and their management will be shared by Food Tech and the distributor. Only by frequently visiting terminals can distributors build customer relationships, win terminal orders, get products placed, and solve all market problems. **Second, have a brand marketing concept.** Distributors in the new era are not just product movers or inventory transferors, but must share the same philosophy as the enterprise and possess marketing thinking. This way, the enterprise can work together with distributors to build the product. **Third, invest and allocate resources efficiently.** When distributors operate in regional markets, they need to invest various resources. Previously, most distributors would randomly allocate the resources given by the enterprise, leading to little effect after investment, and then they would think the product is not good. In fact, distributors must make reasonable plans when allocating resources, classify terminal stores, and allocate according to the output ratio of each store.

**New Management: SOCS System (Sales Operation & Coaching System)**
With technological advancement, more management systems can provide distributors with higher work efficiency while managing sales representatives' ability to visit terminal stores. To this end, Food Tech will provide distributors with the SOCS system. **The SOCS system is not just a company management system; it is hoped to empower distributors, help them improve operational efficiency, help enterprises build brands, and help sales representatives gain higher income.** The SOCS system adopts a top-down full-system model, making distributors' daily management more transparent. At the same time, based on data collection from sales personnel, it can promptly reflect the true level of sales representatives and understand terminal sales trends. The SOCS system can input all products distributed by the distributor, scientifically conduct terminal operations, and the enterprise backend can also learn about distributor network information, display information, and expense investment through the system, monitoring inventory indicators and sales trends in real time. The SOCS system will empower distributors in areas such as business visits, business assessment, and order automation. Meanwhile, through the client, distributors can use the SOCS warehouse management system for online management, and sales representatives can use the system for store returns and exchanges. **From product warehousing to terminal shelving, the use of the new system can reduce distributor operating costs and improve work efficiency.**

**New Incentives: Ensuring Distributor Profits and Increasing Distributor Sales Staff Income**
Whether it's new products or new systems, distributors value the sales and profits obtained through "methods to achieve performance." To this end, Food Tech has created a new incentive mechanism for distributors, ensuring that distributors who invest in their operating areas are guaranteed profits and that sales representatives receive higher income. For distributors, investment in store display costs is key to increasing sales. Therefore, Food Tech provides distributors with a clear **display + store entry** rebate policy verified by the SOCS system: **As long as they execute and maintain the display of products on shelves, through the SOCS system's scoring mechanism, they can receive corresponding rebates, making sales increase simple and clear, and also reducing many store drawbacks.** For sales representatives, the traditional "base salary +" model with unattainable goals is not very attractive. Through the SOCS system, the methods to achieve performance are clearly broken down into execution task standards for distributor sales representatives. By completing daily task quantities, they sequentially earn different amounts of Want Gold Coins. The goals are clear and specific, with more work yielding more rewards, which is believed to be highly attractive to diligent sales representatives. This also drives the improvement of distributor sales, creating a win-win-win situation. The Second Marketing Business Group of Want Want has innovated in five major aspects, not only demonstrating Want Want Group's determination to innovate but also reflecting Food Tech's advanced marketing thinking. **Innovation by a giant requires not only courage but also down-to-earth implementation plans. Fortunately, from Food Tech, we see products that can cater to contemporary consumers, a team that can support sustained brand development, customer development thinking with unique insight, the courage to use advanced tools, and policies that can help distributors make money.** For the Second Marketing Business Group, Food Tech is a new challenge, and for Want Want, it is also an innovative practice.


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## Citation metadata

- Publisher: New Distribution
- Author: New Distribution
- Published: 2019-09-28
- Canonical: https://xinjignxiao.com/en/articles/want-want-food-tech-s-five-new-operations-a-shot-in-the-arm-for-distribu-6dbd58e1/
- Original source: https://mp.weixin.qq.com/s/ZowDqsbQvy0esGUuEO9z1g

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