What 魔利互通(北京)信息技术有限公司 does

魔利互通(北京)信息技术有限公司 (Forces Beyond Interactive (Beijing) Information Technology Co., Ltd.), operating under the brand 爱盈利 (IEM), is a Beijing-based private SaaS provider founded in 2007 that serves FMCG (fast-moving consumer goods) enterprises and their distribution networks in China. Its flagship product is the 爱盈利外部资源管理系统 ORP (External Resource Management System), a cloud-based sales management platform positioned as a 'solution' rather than management software. The company markets itself as an 'earnings partner' to FMCG owners, sales supervisors, and distributors, addressing pain points such as invisible sales data, unverifiable field reports, and weak distributor accountability.

The ORP platform is composed of modular components including a real-time big-data sales dashboard, a terminal outlet database with 183 FMCG-specific channel-attribute classifications, multi-variable order management, photo-verified store visit documentation, route planning, employee performance analytics, fee-effectiveness (费效) management, and a rapid issue-resolution mechanism. A distinguishing architectural element is a four-dimensional data authenticity framework (timestamp, geolocation, photo evidence, and manual entry) designed to prevent sales data fabrication. The platform also supports an integrated supply chain finance product, 盈利贷, delivered in partnership with Shanghai Pudong Development Bank (浦发银行), which extends unsecured credit to distributors at approximately 8.2% annualized interest based on operational data captured by the ORP system.

The company generates revenue through three streams: SaaS subscription fees for the ORP system, transaction-based revenue shared with SPDB from the 盈利贷 supply chain finance product, and professional services for sales management consulting and training. Distribution follows a hybrid direct-sales-plus-channel model: enterprise sales target large FMCG owners, and a 1+N supply chain model allows each enterprise customer (e.g., 今麦郎, whose 2,000-3,000 distributors reportedly use the system) to onboard its own downstream distributor network, while the SPDB partnership provides a secondary distribution channel for mid-market distributors. The reported team size is nine employees, and the website copyright is dated 2016, both of which constrain the inference about current scale and activity.

Name

魔利互通(北京)信息技术有限公司

Legal name

魔利互通(北京)信息技术有限公司

Website

https://fbi-china.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

魔利互通(北京)信息技术有限公司 operates the 爱盈利 (IEM) ORP SaaS platform, providing FMCG-focused sales management, distributor analytics, and supply chain finance (盈利贷) to Chinese consumer-goods enterprises and their distributors via a partnership with Shanghai Pudong Development Bank.

Ownership category

akta.pro rank

Product category

FMCG Sales Force Management Software

NAICS

Custom Computer Programming Services (541511), Computer Systems Design and Related Services (54151), Management Consulting Services (54161)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Spend Analytics & Reporting Support (BPAAAJAJ)

akta.pro secondary industry

Contract Administration Support (PO/Contract Compliance) (BPAAAJAE)

Keywords

• FMCG sales management
• Field force automation
• Distribution management software
• Supply chain finance
• Sales execution SaaS

Headquarters

HQ city

Beijing

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. IEM ORP SaaS订阅服务: 基于SaaS模式的企业级销售管理系统订阅服务，按年收取软件使用费，包含系统使用、技术支持、数据存储等服务
2. 盈利贷供应链金融分成: 与浦发银行合作，基于系统数据为经销商提供贷款，收取服务分成或手续费
3. 销售管理咨询服务: 提供销售管理架构升级咨询、销售过程管理培训等增值服务

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

魔利互通 sells the 爱盈利 (IEM) External Resource Management System (ORP), a SaaS sales management platform purpose-built for FMCG manufacturers and their distributors. The platform digitizes field sales execution through mobile GPS visit tracking, photo verification, multi-variable order management, fee-effectiveness analytics and a real-time KPI dashboard. An adjacent supply chain finance product, 盈利贷 (Yingli Dai), is co-delivered with Shanghai Pudong Development Bank to provide unsecured distributor loans based on operational data captured by the ORP.

Product overview

魔利互通(北京)信息技术有限公司 operates the 爱盈利 (IEM ORP) sales management cloud platform for the FMCG industry. The core product is the 爱盈利外部资源管理系统ORP (External Resource Management System), a cloud-based SaaS platform delivering mobile field sales management — combining a mobile app for field representatives (capturing GPS visits, photo verification, orders, and store audits) with a web-based management dashboard for real-time KPI monitoring. The platform includes multiple functional modules: the 大数据直播中心 (real-time data dashboard), 终端网点大数据库 (outlet database), 拜访路线管理 (route management), 订单管理系统 (order management), 实照资料库 (photo documentation), and 费效管理 (fee-effectiveness analysis). An adjacent offering is 盈利贷, a supply chain finance service powered by the ORP's operational data and partnered with 浦发银行 to provide unsecured credit to distributors. The educational content platform 魔利讲堂 (also branded as 快消知识库) publishes industry knowledge articles and the '快消波士堂' lecture series. The company also provides sales management consulting services.

Differentiator

Problem solved

Functional benefit

Brands

• 爱盈利外部资源管理系统ORP (IEM ORP): External resource management system for sales management, a cloud-based solution for FMCG enterprises
• 盈利贷

Products and services

• IEM ORP (爱盈利外部资源管理系统)

Quantifiable outcome

• 帮助大型快消企业逆市提升销量20%
• +3 more outcomes

Named customers16 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• 金蝶 (Kingdee): Major Chinese enterprise software vendor with cloud CRM/SFA capabilities embedded in its Kingdee Cloud suite. Comparable at the broad-incumbent level — overlapping sales-management functionality sold as part of a wider ERP/cloud platform to Chinese enterprises.
• Salesforce: Global CRM/SFA incumbent with Salesforce Sales Cloud mobile field-service functionality. Comparable at the broad product category level (enterprise sales force automation, cloud SaaS) though not FMCG-specialized in the same vertical depth.
• SAP CRM / SFA: Global enterprise-software incumbent with SFA and route-accounting capabilities. Comparable at the broad-incumbent level for large Chinese FMCG enterprises evaluating enterprise sales-management platforms as part of a wider ERP footprint.
• 用友 (Yonyou) SFA / UFIDA: Largest Chinese ERP and enterprise-software vendor, offering SFA and distribution-management modules within its broad portfolio. Competes for the same FMCG enterprise IT budget but as part of a much wider suite rather than a specialist route-accounting product.

Direct peers

• 纷享销客 (Fenxiangxiaoke): China-based CRM and SFA platform with mobile-first design. Directly comparable on mobile sales-management functionality and mid-market/enterprise Chinese customers, with overlap in FMCG and distribution-intensive verticals.
• 红圈营销 (Redloop Marketing): Mobile CRM and SFA platform historically focused on FMCG, agriculture and consumer-goods distribution. Highly comparable target customer (brand sales teams and their distributors) and overlapping mobile field-force feature set.
• 玄讯 (Xuanxun): China-based SFA/route-accounting SaaS specialist focused on FMCG distributors. Closest direct peer: same product category (mobile field force + distributor management), same customer base (fast-moving consumer goods brands and their dealers), and same SaaS delivery model.
• 销售易 (Xiaoshouyi / SalesEasy): Enterprise CRM/SFA platform serving Chinese enterprises including FMCG and manufacturing. Comparable on sales-force automation, mobile field operations, and enterprise SaaS delivery; competes for the same enterprise sales-management budget.
• 外勤365 (Waiqin365): Mobile field-force management platform targeting FMCG, retail and consumer-goods enterprises in China. Directly comparable on core functionality (GPS visits, photo verification, route planning, order management) and target buyer (sales director at FMCG manufacturer).
• 管家婆 (Guanjiapo / Kingwiso): Distribution and inventory-management SaaS for SME distributors and wholesalers in China. Comparable on the distributor-side workflow (orders, inventory, accounts receivable) that 爱盈利's 经销商 customers also need; smaller-business focus but overlapping buyer persona.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/%E9%AD%94%E5%88%A9%E4%BA%92%E9%80%9A-%E5%8C%97%E4%BA%AC-%E4%BF%A1%E6%81%AF%E6%8A%80%E6%9C%AF%E6%9C%89%E9%99%90%E5%85%AC%E5%8F%B8

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 魔利互通(北京)信息技术有限公司