Chinese media outlet LatePost reported on Wednesday that Chinese beverage company Genki Forest has been undergoing extensive adjustments to its organizational structure recently. Ma Lin, the employee in charge of original dairy brand “Hokkai Pastures,” will now be in charge of all the “middle and back office businesses” of Genki Forest. In addition, founder Tang Binsen will put more energy into channels, sales management and product R&D.
An insider said that the “middle and back office businesses” include: supply center, production center, finance, legal affairs, human resources, food safety, warehousing and logistics, and other areas, all of which need to improve efficiency.
Ma Lin was a subordinate of Tang Binsen when he worked at game company Elex Tech. He majored in technology and then worked in this field at first, but became good at operations and management later. Hokkai Pastures, established in June 2019, is a dairy brand launched by Genki Forest, focusing on the selling point of “0 sucrose,” with Ma Lin as its head.
In previous media interviews, an insider of Hokkai Pastures said that the brand’s operating income in 2020 increased by 167% year-on-year, and the ratio of online and offline was about 6:4.
Since the end of 2020, Genki Forest has rapidly expanded its business through internal development and acquisitions, and the company’s staff has expanded to more than 7,000 members. New businesses and employees need to integrate into the system of Genki Forest as soon as possible, so Tang Binsen began to sort out the management structure in the second half of this year. At present, Genki Forest, established in 2016, still has more than 1,200 positions open on recruitment apps.
Genki Forest’s assessment standards for employees and projects have also changed, and it will pay more attention to KPI-led management mode in the future, which is also a practice kept by the traditional beverage industry for many years. Some experimental sketches and small brand projects have been cut off, and the R&D team will concentrate on the fields with great commercial potential.