Thoughts on the finalization of the agricultural machinery market in 2017

[ China Agricultural Machinery Industry News ] Autumn is the season of harvest, and the agricultural machinery market is no exception. Despite the unsatisfactory sales from January to August, the real agricultural machine people will not be resigned, and they will continue to struggle forward in anticipation, complaints, complaints and helplessness. Everyone has no hope for the subsidy for the purchase of agricultural machinery, and the amount of the subsidy is no longer so sensitive. In the face of the fact that the market is saturated, everyone has to admit the cruel reality.

When the peak of autumn sales is coming, the people watching the machine are sparse, which is much less than the same period of previous years, but it is not so unsatisfactory as the outsiders imagined. The agricultural machinery people are not completely into the “desert”, and the users who buy the machines are still uninterrupted. Appear, watch the machine, order the machine, lift the machine. However, the frequency and rhythm have slowed significantly compared to the past, so that the agricultural machinery people feel short of breath.

Although some harvester manufacturers and agents have jointly promised "three guarantees" for five years, they can't be fooled by good users. More than a decade of buying craze has long since disappeared, and even the "bump" low-cost harvesters have lost their former passion. The purchaser's requirements for the three-pack service have already exceeded the scope of the "three guarantees". Of course, the agricultural machinery production enterprises and agricultural machinery circulation enterprises that are preparing to switch to the market have obviously surfaced, and many agricultural machinery people who are ready to withdraw from the agricultural machinery market are also present. The author feels that in the environmental remediation, micro-enterprises are forced to close, and it is even worse to be forced to suspend business for rectification, which has become a hot topic for farmers in the near future. The fall of the autumn sales peak has been set.

After thinking about the finalization of the agricultural machinery market in 2017, the picture comes from Baidu invasion.

First, the brand has no advantage

Where is the advantage of agricultural machinery brand? As for the analysis of the trend of agricultural machinery market in 2017, it is difficult for brand agricultural machinery to highlight its advantages.

(1) Channels have become the dead spots of brand agricultural machinery. Brand agricultural machinery production enterprises are basically old state-owned enterprises in the past. In the era of planned economy, they used the provincial and municipal agricultural machinery circulation as the main channel, and became the emperor’s daughter. Looking up at the market, small opponents, ignoring users, become their normal habits.

(2) High prices have become a major factor in the survival of brand agricultural machinery. The same engine, the same chassis, different prices, let users compare the concept of confusion. In the end, "price is equal to brand or brand is equal to price", except for the word "brand", there is no more reasonable explanation for the price. The author believes that the so-called brand is the old enterprise, the staff is large, the cost is high, the cost is high, and it becomes the basic condition of the brand agricultural machinery.

(3) The flexibility of service is also the key to hinder the brand machine market. The rules and regulations are difficult to meet the needs of users. Especially today's God, the requirements for service exceed the normal "three guarantees" of the six ministries. In addition, the shrinkage of subsidies, the shrinking of profit margins, and the increasing cost of services have created a vicious circle. Agents in order to sell the margins of chaos, chaos and chaos, the "integrity" damage makes users nowhere to be.

Second, the price has no advantage

The price determines the price of the user and the brand machine, which makes 80% of the users daunting. In addition to the saturation factor, the price of the brand machine is also the main reason for the sales.

(1) The same model, the same configuration, the same engine, the same chassis, the price of the brand machine, higher than other models of the same model, the price of different manufacturers three times. The price positioning of brand agricultural machinery is based on what it is. Only brand machine manufacturers have their own good debts. The main reason for the high price of brand machines is that the price is inevitable, and the same price and price are only the reasons for the brand companies themselves.

(2) The accessories of the same supporting manufacturer, as long as they are sent to the dealers through the brand agricultural machinery manufacturers, the price of the general manufacturers is 3 to 5 times. Users often think that the agents are black shops, and they do not know that the agents do not dare to add freight. Brand agricultural machinery can not afford the whole machine, and the accessories can not afford it.

(3) Pressurized inventory is the increasing cost of agents, and interest becomes the burden of agents. Selling is not, not selling, not even. The daily cost of the inventory machine is increased, coupled with the uninterrupted promotion of the manufacturers, the inventory of the agent's pressure, can not keep up with the rounds of rounds of sales promotion by the manufacturers. It is the agent who walks in, and enters and retreats.

Third, the policy has no advantage

Although the agricultural machinery subsidy policy is popular with the public, it is said that the leaders do not want to hear: the people enjoy the name of the preferential, rather than the real benefits, subsidies and no subsidies, meaning little, little effect, little effect. If the subsidized agricultural machinery can not unify the nuclear price, the manufacturers independently price, the higher the subsidy amount, the higher the market price of agricultural machinery, and become the fireworks and firecrackers at night, and the sound is over.

(1) Whether subsidizing agricultural machinery is based on product cost pricing or pricing according to the amount of subsidy, this is a simple and practical topic, and should be considered when formulating policies at the top level. From the perspective of more than ten years of agricultural machinery subsidy operations, manufacturers are still comparing each other, and the basis for market pricing is basically based on subsidy standards.

(2) The difference between brand and product, for example, the previous day, a county has tendered for 6 dryers for poverty alleviation projects, and Sanjiu and Sanwu cards and many small factories competed on the same platform. This kind of bidding is a local official ignorance or true. I don't understand, I used the Dongfanghong Datu and the Hummer to bid on the same platform. The problem of who is sick is clear at a glance. There are a shortage of agricultural machinery subsidy operating procedures, a lot of foreign and irrational behaviors, and some local officials are still doing their best to follow suit. This problem exists all over the country. No one dares to break it and make a lot of jokes. This is the key to our agricultural machinery subsidies, superimposed subsidies, and serious problems in the operational procedures of poverty alleviation projects.

(3) Every year, the government contributes 20 billion yuan to subsidize the purchase of agricultural machinery. Why can't it be praised and grateful? The reason is very simple, the people did not really get benefits. Overlay subsidies and poverty alleviation projects have become local officials, black-box operations, collusion between government and business, designated brands, designated dealers, and places where money is traded.

Whatever the reason, the downturn in the agricultural machinery market is a foregone conclusion. Any "brand, price, policy" has limited impact on the market. The author, or the old saying goes: the price determines the user, the quality determines the market, and the service determines the way out is the basic point for the agricultural machine to survive.