The useful question is not whether China is “large.” It is whether defined Chinese accounts have a credible reason to evaluate your offer, and whether you can serve the resulting opportunity economically.
1. The operating difference
A distributor normally buys and resells within agreed terms; a sales representative develops opportunities for the manufacturer. Actual legal and tax treatment depends on the contract and structure.
2. When a distributor fits
Distribution can suit products needing local stock, credit, logistics, bundled service or an established customer network—provided the partner has real capability and attention.
3. When representation fits
Representation can suit complex, high-value or early-stage offers where the manufacturer wants visibility into accounts, technical feedback and pricing while local follow-up is needed.
4. Use a hybrid deliberately
A representative can develop named accounts while specialist distributors serve segments or regions. Ownership, conflict rules and compensation must be explicit.
5. Decide from evidence
Interview candidates and buyers, test the required sales work, and compare economics and control before granting territory or exclusivity.
Frequently asked questions
Does a representative import goods?
Not necessarily. Import, invoicing and logistics responsibilities must be assigned separately.
Is a distributor always faster?
No. Speed depends on motivation, market access, technical fit and your support—not the label.
Which model gives more account visibility?
Representation often gives the manufacturer more direct pipeline visibility, but the contract and working process determine it.