2016年,在电商移动化,营销媒体化,渠道平台化等诸多要素的融合、转化和渗透之下,中国家电的渠道变得异常复杂,优胜劣汰,资源整合的趋势更加明显和深化。尽管各种零售端始终都在强调和推动去中间化,试图与品牌商形成直营合作,取消代理商。但是,在市场缺乏规范化专业化分工社会化程度较低的大环境下,零售端自身的管理处于较低水平的情况下,中国的家电代 In 2016, under the integration, transformation and infiltration of many elements of e-commerce, media marketing and channel platformization, the channels of Chinese home appliances became extremely complicated, the survival of the fittest was eliminated, and the trend of resource integration became more apparent and deepened. Although a variety of retail end has always been to emphasize and promote to the middle of trying to form a direct cooperation with the brand business, the cancellation of agents. However, under the circumstance that the market lacks the standardization specialized division of labor and the socialization degree is relatively low, the management of the retail end itself is at a low level. In China,