How we transformed from being a consumer goods company into leading-edge provider of Web-based and mobile solutions for the consumer goods industry
Back in the early nineties, we started our retail journey in the Chinese consumer packaged goods industry as owners of a company that sold premium dairy products. We gained hands-on experience managing large-scale sales, merchandising and promotion teams in a massively challenging and fast-changing environment.
Not having the luxury of lavish advertising budgets, we decided to focus our attention on honing our in-store execution ability as the company's main competitive advantage. To realise this advantage, we clearly defined what we wanted to achieve in-store and then managed our field staff to execute accordingly. It enabled us to become one of the top-selling brands in the category, and the number one brand in eastern China.
Recognising our strengths and weaknesses, we decided to sell the company and start a new company that offered outsourced field sales and merchandising services to consumer goods manufacturers. We decided as well to take our in-store execution management ability to the next level. We did so by developing basic but effective IT solutions to better plan, manage and monitor the in-store efforts we made on behalf of our Clients. The system we built provided unparralled transparancy to manufacturers who typically had little or no visibility at all as to what actually happened at all the tens of thousands of shop floors across the country.
After some years, we found that many companies that weren't ready to outsource the management of their field teams, were in fact rather impressed with our system and processes, which by that time had become much more advanced. And so we arrived at what would become our true passion: helping consumer goods companies win in-store by providing them innovative tools and intelligence.
In 2006, we sold our sales and merchandising business to a global advertising and marketing communications conglomerate, and founded The POP Company. Today, we have the privilege to work with the world's most respected consumer goods companies to help them achieve point-of-purchase supremacy. Which is one of the toughest goals to achieve for any company. Which is exactly why we believe we operate in one of the most exciting business areas one can imagine!