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由于家电行业的特殊性,代理制的运作显得尤其困难,有些业内人士认为主要的原因是家电行业流动资金占用大,“资金”瓶颈是家电行业商务代理难点。其实,这只是一种表面的现象:问题的根本来自厂家和代理商自身。 我们先看看目前我国家电行业商务代理制运作中的一些心态: 心态一:“现在合适的代理商太难找,不是有实力(资金)没能力(开拓市场),就是有能力没实力,好不容易找到两者兼有者,但又未必愿意做。”这样,在选择代理商时,由于能力指标不好观察,只要有资金(往往是首批资金),便草草签订独家代理合同。 心态二:“商务代理好处很多,但忠诚、长久的代理商太少。”这样,从开始就没有建立应有的信任,今后的“日子”可想而知。
Due to the particularity of the household appliance industry, the operation of the agency system is particularly difficult. Some industry players believe that the main reason is that the home appliance industry has a large occupation of liquidity, and the “fund” bottleneck is the difficulty of business agents in the household appliance industry. In fact, this is only a superficial phenomenon: the root of the problem comes from manufacturers and agents themselves. Let us first take a look at some of the current state-of-the-art mentality in the business agency system in China’s home appliance industry: Mentality One: “Now the right agents are too difficult to find, they are not capable (capital) and incapable (open up markets), they are capable of no strength, and they are not. It is easy to find both, but it may not be willing to do so.” In this way, when selecting agents, due to the poor observation of capability indicators, as long as there is capital (usually the first batch of funds), an exclusive agency contract will be scribbled. Mentality II: ”Business agents have many benefits, but there are too few loyal and long-lasting agents.“ In this way, there is no established trust from the beginning. The future ”days" can be imagined.