Xiwang Food | Digital operations empower enterprises to connect the omnichannel marketing chain

The food and beverage industry is one of the core pillars of the national economy, covering the complete value chain from the farm to the table. Xiwang Food, as the “Corn Oil City of China” and one of the largest production bases for corn germ oil in the country, has a fully supporting and fully automated Production Line from corn Raw Material to finished corn oil, and has been committed to bringing healthy cooking oil into thousands of households. With advantages in the entire industry chain, intelligent manufacturing, professional marketing, and health concepts, Xiwang Food is at the forefront of the industry and continuously promotes high-end, green, and intelligent development.

In May 2024, the intelligent upgrade project of the Xiwang Food measurement system was successfully launched and passed the acceptance inspection. It is reported that the project has successfully implemented multiple key features, which can be integrated with the Kingdee Cloud · Cangqiong platform to achieve information-based supervision throughout the entire lifecycle. This innovative initiative marks a new leap for Xiwang Food in intelligent logistics and internal management, injecting new momentum for sustainable development.

Xiwang Food believes that its information system mainly uses the Kingdee Cloud Cosmic Platform, which features foresight, security, continuous upgrades, high scalability, and low-code easy development. During the project collaboration process, both parties adhere to joint creation, achieving mutual construction and win-win outcomes.

Shandong Xiwang Food Co., Ltd. has over 2,100 On-Hand employees, with its Main Product being Xiwang brand corn germ oil and fresh corn germ oil. The products also include various healthy oils such as sunflower seed oil, olive oil, flaxseed oil, and peanut oil. In August 2010, it was named “China Corn Oil City” by the China Food Industry Association, and in February 2011, it was listed on the Shenzhen A-share main board (stock code 000639), becoming the first corn oil company to login to the domestic A-share main board. In 2016, the company successfully purchased the well-known sports nutrition and weight management health food company Kerr in North America, successfully seizing the trend of consumption upgrading in the domestic food sector, and creating a strong new profit growth point for the company.

Business Challenges

1) Difficulty in collaboration with distributors: The distribution management orders cannot be transmitted in a timely manner, making shipping collaboration difficult, as well as cash transactions and reconciliation challenging.

2) Difficulty in controlling marketing personnel: The whereabouts of overseas marketing personnel are difficult to control, and the communication between marketing personnel and distributors or channels cannot be grasped. The store visit method only exists offline or in independent systems, and cannot reflect the actions of marketing personnel in real time.

3) Difficulty in managing promotion personnel: The management of promoters is not standardized, leading to inflated numbers of promoters to fraudulently obtain marketing expenses, and it is difficult to manage the behavior of promoters.

4) Difficulty in Managing Marketing Expenses: The reimbursement of marketing expenses lacks standardized and procedural management, resulting in disjointed and opaque information, and inadequate execution and control of the marketing expense budget, leading to significant overspending on actual marketing expenses, among other issues.

Solution & Application Value

Xiwang Food fully utilizes Kingdee software, using Cloud Hub as a mobile portal, and Kingdee Cloud to build a PC portal, to technically optimize and improve Xiwang’s sales business. This creates close collaboration among customers, terminal stores, sales activities, and distribution business, as well as the entire lifecycle of marketing expenses, integrating invoice cloud to achieve unified management of finance, business, and taxation.

The marketing integration platform built through Kingdee Cloud Cosmic supports Xiwang Food in establishing the first brand of high-end edible oil in China as part of its group strategy. The system’s automated and integrated operations have achieved full-process management of orders, from budgeting to execution of marketing expenses, reducing human intervention, effectively preventing fraud, and improving operational efficiency and employee satisfaction. The business operation processes are more standardized, and the financial review standards are unified. After more than two years of development, it has gradually become a sales data center, creating greater value for the enterprise through data analysis from various dimensions.

With the help of the system, Xiwang Food has brought about the following changes:

1.Refinement of Budget Management Latitude

Budget management is subdivided into over 350 subjects, 110 offices, and nearly 5,000 clients. The time dimension can be designed to control by subject based on monthly, quarterly, or yearly periods. The budget control dimensions are diverse and flexible, greatly enhancing the efficiency of the company’s budget management. At the same time, the budget can be directly allocated to the reseller, openly and transparently.

2.Local approval and inspection of expense documents to eliminate false expense situations.

The application, execution, and reimbursement of marketing expenses are interconnected in a closed loop. The reimbursement documents are generated in association with the expense application forms, and the execution information is reflected in real-time on the documents, achieving integrated management of expenses. The most important expense execution process integrates on-site photography, with the <Executor>, execution time, and execution location automatically generated by the system, matching with the application documents to eliminate the previous situation of taking one photo and submitting multiple reimbursement claims, which led to false expenses.

3.Real-time reconciliation for channel customers to improve efficiency.

The Kingdee platform integrates the financial system, fully connecting the cash flow. Starting from the channel customer’s payment, the cash is entered into the financial system. After financial review, the channel customer’s advance payment is automatically synchronized to the Kingdee distribution system. Customers can view the details of cash transactions in the cash module. When the channel customer places an order, it uses the advance payment. After the order is placed, it is approved by the office manager and automatically synchronized to the ERP system. The financial review then pushes down to generate the relevant documents for the goods issue, completing the order flow.

After the approval of the dealer market expense reimbursement form, the actual amount will automatically enter the dealer’s advance payment. Customers can check it in the AR/AP details of the funds module, and the reimbursement will automatically sync to finance, generating a voucher.

4.Intelligent processing of E-commerce Orders and Quick reconciliation.

Kingdee Cloud E-commerce Cloud System supports automated intelligent processing of massive orders, automatically matching whether the delivery reaches the destination, has the lowest cost, the fastest efficiency, and the best service based on strategies, while monitoring returns and refunds in real-time, achieving automatic interception, and can select the shipping warehouse based on product inventory, geographical location, and real-time order acceptance capability.

At the same time, it supports more than fifty combinations of gift strategies based on order sequence, gift inventory, order type, etc., prompts the product’s expiration date and batch information on the picking list, assists in refined product management, achieves information synchronization between products and the platform, and the order center, ensures zero errors, and supports distributors in one-click reconciliation, saving accounting staff time for reconciliation.