---
title: "We Are Witnessing the Disappearance of the Sales Representative Group"
description: "The article discusses the evolution and potential disappearance of the sales representative (业务员) role in China, contrasting it with the US model. It argues that while channels persist, the function of sales reps is shifting from traditional B2B tasks to new roles involving scenario creation, user experience, and fan operations, driven by digital transformation."
author: "刘春雄"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2019-11-09"
categories: "Distribution & Channels"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/Ve753GToQxz-_25kJlatwQ"
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attribution: "New Distribution — https://xinjignxiao.com/en/articles/we-are-witnessing-the-disappearance-of-the-sales-representative-group-7eed3fe9/"
citation: "刘春雄. “We Are Witnessing the Disappearance of the Sales Representative Group.” New Distribution, 2019-11-09. https://xinjignxiao.com/en/articles/we-are-witnessing-the-disappearance-of-the-sales-representative-group-7eed3fe9/"
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---

# We Are Witnessing the Disappearance of the Sales Representative Group

> The article discusses the evolution and potential disappearance of the sales representative (业务员) role in China, contrasting it with the US model. It argues that while channels persist, the function of sales reps is shifting from traditional B2B tasks to new roles involving scenario creation, user experience, and fan operations, driven by digital transformation.

**-01-**
There are no sales representatives (业务员) in the United States. Instead, there are "top salespeople," such as Joe Girard. American salespeople are completely different from their Chinese counterparts.
**Before 1997, China had no sales representatives, but had salespeople (推销员). Some salespeople achieved annual sales of over 100 million yuan.**
Twenty years ago, I advised salespeople to transition to sales representatives; a few did, but most disappeared.
Since 1998, China has had 80 million sales representatives. Perhaps more than the total number of marketing system personnel in all developed countries combined.
**In a few years, China may no longer have sales representatives.**
This is not alarmist talk, but a fact that is unfolding.

**-02-**
The sales representative group is a unique phenomenon in China.
This existence is related to China's unique marketing environment. Chinese marketing has two major driving forces: **one is brand-driven, with the organizational system being the marketing department (brand department); the other is channel-driven, with the organizational system being the sales department, composed of sales representatives.**
Marketing's 4Ps always include place (channel). However, having a channel does not necessarily mean channel-driven. For example, before 1998, channels existed, but there was no channel-driven approach.
China's channel-driven approach is not driven by the channel itself, but by brand owners driving the channel, such as through deep distribution. I have said that in China, companies that treat distributors as sales representatives succeed, while those that treat sales representatives as distributors fail.
The sales representative group is the organizational system of China's channel-driven approach.
**Channels are eternal, but sales representatives may disappear. Just as the US has channels but no sales representative group.**

**-03-**
Let's review the changes in the names and functions of offline channel marketing personnel.
Before 1998, there were no sales representatives, only salespeople.
That era was the "big distribution" era, where distribution centers were in central cities (like provincial capitals) or goods distribution hubs (like Linyi). After manufacturers found major agents, the flow of goods was uncontrolled. This was big distribution and big circulation.
At that time, there was no concept of "channel crossing" (窜货), and even crossing was considered good.
In this era, offline marketing personnel were "salespeople."
**After 1998, sales representatives appeared because channels moved down, from "provincial agents" to "city agents," then to "county agents," and finally to deep distribution. Sales representatives emerged.**
With channel下沉, sales representatives had to manage channels. In deep distribution, they had to handle distribution, shelf management, display, and merchandising, and more importantly, build customer relationships.
Deep distribution essentially means that terminal store owners transfer their relationships with community regulars to sales representatives with whom they have good relations.
What is the difference between traditional salespeople and sales representatives? Salespeople just need to secure channel agents, while sales representatives must participate in channel management down to the terminal, making their work much more complex.
Because Chinese sales representatives are so powerful in the channel, the channel chain is essentially a human chain; without the sales representative group, there would be no channel chain.

**-04-**
Sales representatives have a history of over 20 years, so much so that current offline personnel assume sales representatives have "always existed." In fact, sales representatives are also a product of a specific stage of marketing development.
I once visited the largest counterparts in Japan and Australia with a feed company and found that they did not have Chinese-style sales representatives, only about 20 technical service personnel. All channel management was handled by agents, effectively shielding the brand owner. This is the third-partyization of channels.
China's channel fragmentation will persist for a long time, but the value of relationships in closing terminal sales is diminishing.
In formal chain stores and large stores, the influence of sales staff on closing sales is decreasing. The influence of store owners on consumer purchases only remains in northern China's townships and below.
Terminal recommendations are giving way to free consumer choice.
**Similarly, terminal distribution, shelf management, and merchandising, even in small terminals, are becoming paid services.** Without payment, even good relationships won't suffice.

**-05-**
Now, some marketing personnel are no longer called sales representatives, such as those in e-commerce, social e-commerce, and livestreaming, because their sales do not go through traditional channels.
Chinese traditional enterprises still have huge sales volumes, and channels are long-term and fragmented. So, what changes will occur in the work of the original sales representative group related to channels?
**The original work of sales representatives can be summarized as "six roles": recruiter, distributor, shelf manager, promoter, administrator, and propagandist. These tasks share a common feature: they either secure the terminal or do the work that the terminal should do.**
In the past, the terminal was the endpoint of a sales representative's work. Now, the situation has changed; the terminal is just the starting point.
This change is similar to the transition from salespeople to sales representatives. For sales representatives, recruitment is just the starting point.
With the rise of the internet, the work of offline sales personnel can be summarized into three functions: scenario creation, user experience, and fan operations.
Uni-President has already changed its sales department to a marketing department, and the work of sales representatives has extended from traditional offline channel work to "air-ground forces," encompassing both offline channel work and communication work.

**-06-**
Scenario creation is a summary and upgrade of traditional sales representative work. Distribution, shelf management, merchandising, plus scenario-based design, are collectively called scenario creation. This is the starting point of new work and can be called B2B work.
User experience and fan operations are not the original responsibilities of sales representatives; they are typical B2C work, indicating that offline work has extended to the consumer end.
Are user experience and fan operations related to traditional channel work? Of course, they are. These tasks are extensions of channel work, moving from offline to online.
**There are two paths for C-end operations: one is purely online, such as livestreaming; the other is from offline to online, such as community groups.**
For example, in mid-October, while dining at a hotel, I searched on a map and found a "Taishan Original Pulp" (泰山原浆) store nearby and placed an order. After delivery, I proactively added their WeChat for future orders. A few days later, they sent me a message, possibly knowing I advocate new marketing, offering me a free tasting.
This process is user experience and fan operations. Traditional sales representatives did not have this function.
What are the benefits of adding these two functions? User experience is crucial for new product promotion, especially high-end new products. Fan operations are vital for repurchases and user acquisition. User acquisition is also a primary means of growth.
Having user experience and fan operations, in turn, strengthens relationships with terminals and helps create terminal scenarios. After all, past customer relationships were based on sales representatives needing favors from terminal store owners, which was about monetizing existing terminal traffic and transferring goodwill. User experience and fan operations are equivalent to manufacturers helping terminals attract new customers and create incremental growth.

**-07-**
Transitioning from traditional deep distribution B2B work to new work led by customer acquisition involves a long transformation.
In 1998, during the transition from salespeople to sales representatives, the salesperson group disappeared or transformed, so much so that now when we mention the term "salesperson," most people are unfamiliar with it.
**The disappearance of the sales representative group is not the disappearance of people, but the disappearance of functions.**
Will the term "sales representative" disappear? No one knows. Either it will be replaced by new terms, or old terms will be given new meanings.
Source: Teacher Liu's New Marketing
Tips will be paid 400-2000 yuan upon adoption.


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## Citation metadata

- Publisher: New Distribution
- Author: 刘春雄
- Published: 2019-11-09
- Canonical: https://xinjignxiao.com/en/articles/we-are-witnessing-the-disappearance-of-the-sales-representative-group-7eed3fe9/
- Original source: https://mp.weixin.qq.com/s/Ve753GToQxz-_25kJlatwQ

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