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Motorola to Improve Sales Network
Co-operation with agents and management on distribution channels should be further strengthened to propel the development of Motorola's interphones (two-way radios) in the Chinese market, said Richard Tan, director of Distribution of the Commercial, Governmental & Industrial Solutions Sector of Motorola (China) Electronics Ltd.
Establishing a sound distribution channel will be of paramount importance for enterprises to survive fierce market competition, Tan said recently.
"The sales strategies we carry out in the near future will be more adaptive to the Chinese market,'' he said.
Tan attributed Motorola's success in interphones to its nationwide distribution channels as well as sound management.
"But more needs to be done,'' he added.
Analysts said the sales of Motorola's interphones have topped the market for the past three years. Motorola made its debut in China in 1992.
"Interphones are quite different from those consumptuous electronic products such as mobile phones, pagers in regard to their targeted customers and sales models,'' Tan said.
Interphones are popular in many fields such as public security, railway, civil aviation, tourism, chemical industry and government.
The sales of interphones rely heavily on co-operators and agents, he said.
Motorola began to build a nationwide distribution network almost three years ago.
The company currently has more than 300 hand-picked agents.
"Owing to the differentialities in China's different areas, we also divided the whole market into several regions with different developing strategies,'' Tan said.
Motorola has pledged to help its agents to carry out technology training, market investigations, promotion activities and advertisement.
"We believed that services instead of merely price will serve to strengthen our market performances,'' Tan stressed.
With the rapid development of information technology, Tan said that Motorola is currently conducting trial sales through the Internet.
"But in the foreseeable future when China joins into the World Trade Organizations early next year, we believe sales channels will gain increasing importance and popularity in the IT sectors,'' Tan said.
Motorola invested 16 billion yuan (US$1.92 billion) this year in China, bringing its total investment in the country to 28.5 billion yuan (US$3.43 billion).
(www.chinadaily.com.cn)
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