从手机销售渠道的变迁看渠道变革规律（The change law of channel from the change of mobile phone sales channel）.docVIP

从手机销售渠道的变迁看渠道变革规律（The change law of channel from the change of mobile phone sales channel） Since 1999, the domestic mobile phone on the stage, the mobile phone market competition has become increasingly fierce, and channel competition has become one of the highlights. Looking back on mobile phone channels over the past few years, we can find a lot of regular phenomena, and this rule also exists in the channel changes of other consumer products. 1. general agent system and channel cost Before 2000, the mobile phone sales channels were almost the same as the general agent system. At that time, the mobile phone market was basically monopolized by foreign mobile phone manufacturers, and Motorola, NOKIA and Ericsson accounted for about 85% of the market share. These foreign manufacturers have no sales channels in China, so they must borrow wholesalers from the domestic telecom field. While the domestic mobile phone has sales ability are basically some of the original China Telecom system within the enterprise or some other related businesses, for example, CellStar, telling, long-term, Asd and so on, these enterprises will become a distributor of foreign mobile phone manufacturers. The general agent system under the typical flow of goods is that, after the general agent to take goods from manufacturers, regional wholesale agent (regional agency responsible area is generally a province, there will be several large regional agents, regional agents have several smaller, regional agents and wholesale city) to the municipal agency. Finally, by the municipal agency wholesale to retailers. From the manufacturer to the final retailer, we should go through three wholesale levels, namely: general agent, regional agent and city agent. Each of these three layers requires about 5% of the profits, and sometimes more. The three agents consume at least about 15% of the cost. Channel three agents only move box, it consumed 15% of the cost, the cost is really high. Just because the profit