Foreign medical device manufacturers in China are basically using the generation / dealer system (why there will be a slash in the middle, the following will be told), due to direct marketing will lead to hospitals to pressure the payment (the general hospital account period ranging from 3-24 months), the pressure on the payment of a nationally oriented company is too serious (the following will be told to one of my agents to pressure the payment of the more horrific situation), even if it is the top 500 multinationals also Will weigh the cost of capital; in addition, the domestic industry is not very mature, the risk of equipment operation process is too great, refer to the major pharmaceutical companies GSK and other cases of heavy fines by the state.
Taking our company as an example, we have set up a general agent A company in the province at the initial stage, A company for our business development in the province in the past few years can be said to have made great achievements, and we have established a very reliable win-win relationship, but with the continuous development of our company in the country, the disadvantages of the use of the general agent system are also gradually revealed, because the products in the province of the various customers have already established a good reputation. Word of mouth, resulting in the A company's internal sales staff did not have the initial kind of diligence to develop the market, business growth bottleneck, our company's internal tasks each year to the growth rate of 20% or so of the rate of growth, due to the base is very large, so the task is very onerous, the western region manager Z on the A company is in full control of the company, that is to say that the A company is not to do our company's products, the A company will face the whole of the situation of the 80% of the sales cuts! Z total in the province and the development of two agents, A company to do the relatively unsatisfactory region to the other two new agents. This year's dealer meeting just opened, previously known as the agents meeting, a word of difference, the meaning is not the same, told the original agents below, do not think that you put down the challenge, our company can not play, you think the task is heavy, you can not do our agent, you want to agent behind the company has been in the queue and so on, in fact, it is true that, want to do the agent's right to the company much more.
The total generation system will have a better effect on the initial period, once the market matures, it will encounter a bottleneck in the development of the channel sinking, segmentation of the market will inevitably affect the interests of the total generation, so cut the cake on the premise that the cake is yours, fully in control of the following agents is necessary.
To A company as an example, A company sales of more than 3 billion a year, the hospital pressure more than 100 million, what is the concept? Money in the hospital can not produce any profit, there is no value-added, due to the normal operation of the A company is the bank to provide support, once the pressure is too much, the hospital's receivables are not interest-bearing, the A company is to take their own profits every month to subsidize the interest on the loan, last year, August, the A company's account is almost unable to send the next month's wages and bonuses for the employees, our company to do the bank for the bank to do the guarantee, from the Shanghai branch of the bank to obtain a 1 KW of the The bank loan, it is said that their company's payroll card is also all changed to the China Merchants Bank.
The above generally said a marketing model, roughly unfolded more than a few sentences.