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[ China Agricultural Machinery Industry News ] "There is no money in the hands of users, the enthusiasm of investing in agricultural machinery is not high, the business is particularly difficult to do, the entire agricultural machinery market sells more goods than the people who buy goods every day, looking at the goods sold in the yard. If you don't go out, be anxious!" A dealer who has been engaged in agricultural machinery for more than a decade has said to the author that this reflects the helplessness of many agricultural workers.
At the same time, in the face of the overall downturn and irreversible agricultural machinery market environment, whether it is the whole machine manufacturing enterprises, dealers or supporting parts processing enterprises are trying every means to find breakthrough points. In the fierce market competition, individual enterprises have entered the viciousness. The misunderstanding of competition, the article lists the following three, for discussion.
Do not enter! Three Mistakes in Vigorous Competition in Agricultural Machinery Market
First, blind sales
Credit sales, commonly known as credit sales, can be called a marketing tool that is taboo and often seen in commercial activities. It really makes people love and hate. According to the "Guanguan Quanquan" of the ancient Chinese book "Zhou Li", there was a record of "赊" in the Spring and Autumn Period and the Warring States Period. In the Song Dynasty, the sale of goods has become a practice, mostly after one year payment. In my impression, in the 1980s and 1990s, there was a marketing model of “small chickens†in the countryside. The traders sold the hatched chickens to the house, and agreed with the buyer to collect the money according to the actual survival. When you die, you don’t want money. At that time, people’s integrity was very high. When they agreed to the time, they almost never heard of a “rewardâ€. They would count the number of chickens that were being eaten in the yard with the vendors. Time has passed. Today, credit sales under the terms of legal constraints and agreements are not uncommon. However, the current credit sales have become less positive and positive, and more have become amplifying business risks and triggering sales disputes. The reason for the evil is that it is caused by the decline and loss of people's integrity and credit awareness in the current economic and social system.
The sales of agricultural machinery industry have different differences in their specific sales environment. The common one is the difference sales of distributors for the user's subsidy, that is, the dealer or the manufacturer pays the purchase subsidy for the user, and the user delivers the sales price of the whole machine. The amount other than the subsidy is raised, and the user pays the money after the government subsidizes the funds. This is not the case. Many dealers in order to gain an advantage in the competition, the credits other than the subsidies paid by the user when the machine is lifted are also credited. The corresponding proportion of the instalment repayment time, the implementation of the phased management. For example, if a user purchases a 100,000 yuan agricultural machine, the state stipulates that the purchase subsidy is 30,000 yuan. The dealer adopts the credit sales model of subsidy funds. After the two parties sign the agreement, the user can pay 70,000 yuan to raise the machine, and wait for 30,000 yuan. After the subsidy is paid, the dealer will pay it to the dealer; in other cases, in order to promote sales, some dealers will pay a different proportion of the installment credit for the 70,000 yuan that the user has to pay... This marketing method of credit sales can undoubtedly promote product sales. At the same time, it also magnified the business risk. The author encountered a distributor in Inner Mongolia, and the credit sales users who purchased their high-powered tractors were unable to repay their debts. There was a legal dispute between the two parties. The dealer’s lawsuit won, but the court During the enforcement process, the user was found to have nothing at home, only a few broken houses and used old machines. The dealer paid a price for the blind sales that had not been investigated. This case is innumerable. The market is in a downturn, and all links in the agricultural machinery value chain are easy to enter into the strange circle of credit sales: suppliers are sold to manufacturing companies, manufacturing companies are sold to dealers, dealers are sold to users... The moment from the beginning of credit sales, the business risks have been amplified.
At a time when the credit system is not very perfect, all the links in the agricultural machinery must be cautious and cautious in the marketing, and must not enter the vicious competition of “blind salesâ€. Once the risks appear, they will pay a deep price.
Second, low quality and low price
Factory management, the high level of pursuit is "high quality, low cost", that is, while ensuring the product quality is excellent, and appropriately reduce various costs such as procurement and output, so as to improve the cost performance of products, promote sales, and achieve high returns. It helps to enhance the competitiveness of the brand and promote the rapid growth of the company. From another perspective, high quality means lower service repair rate and lower return rate, which can effectively reduce service expenses and achieve low cost. It can also be said that only high quality will appear in the true sense. low cost.
In the actual business process, many companies tend to ignore product quality because of excessive attention to “low costâ€. This year, the agricultural machinery market has increasingly appeared to rely on “low cost, low price, low quality†for malignancy. The phenomenon of competition, enterprises adopting such competitive means are mostly found in the first-line brand manufacturing base gathering areas and supporting parts manufacturing centers, such as Shandong Weifang, Henan Luoyang, Hebei Pangkou, Zhejiang Ningbo, etc., a large number of small brands and Unfamiliar brands rely on the resource advantages of large-scale manufacturing enterprises to implement plagiarism, imitation, follow-up strategies, procurement and assembly of similar components of large-scale enterprises. Such enterprises are often small in scale, simple in equipment, few employees, and weak in technical processes and quality control. Due to the reduction of many resource development links, the product manufacturing cost is low and the homogenization is serious. When entering the market, low-cost strategies are adopted to attract users and occupy market share. Over time, the quality is unstable and services are not exposed. Disadvantages such as timely, incomplete accessories, dealers and users are even more complaining, even more Some harbor speculation business operators saw good momentum, money and a hand on subsidies irresponsible end product output, the enterprise is "Kuaijinkuaichu", and the final expense of the user. Regardless of the overall market environment, low-quality and low-cost agricultural machinery products will never grow up, and they will not be brands that are recognized by users, market, and industry.
Agricultural machinery enterprises must be full of deep feelings for agriculture, farmers and the countryside. They must have the courage to stand on the long-term and not be greedy for the moment. Do a good job in branding and products, and make a fuss about improving the cost performance of products. The vicious competition route of low price and low quality can only be stronger, bigger and longer.
Third, resource plagiarism
The market competition is fierce, and the competition for resources among enterprises is also intensifying. The illicit means in the process of competition is caused by resource plagiarism. It is this plagiarism that leads to serious homogenization of agricultural machinery products, insufficient innovation, repeated output, etc. The ills have become a stumbling block to the rapid upgrading of the agricultural machinery industry.
Resource plagiarism is mainly manifested in the following four forms: one is technical plagiarism; the other is to dig up the wall of the staff; the third is to snatch the supply chain developed by mature enterprises; and the fourth is to counter the sales channels. These four phenomena are called resource plagiarism because they are abnormal means of normal competition. This means is harmful to market progress, is opposite, and is negative energy. In the past two years, the agricultural machinery industry has been getting together. The manufacture of horsepower tractors is a "weird circle" of repeated investment caused by the vicious competition of "resource plagiarism", which not only destroys the industrial structure, but also disrupts market competition. There is a saying in the business management community that "the impressed companies are not selling 'better', but 'different', and this 'different' is called innovation in the industry." The side-by-side quotation confirms the views of the industry: Now the domestic agricultural machinery industry is not lacking in wisdom, and the lack of innovation, the "artisan" spirit and the more stringent and perfect core technology protection mechanism.
The growth rate of the agricultural machinery market has slowed down, and the integration and elimination among enterprises has become the trend of the times. After being recognized by the market and users, can the brand be laughed upon? -- It is "innovation", not "plagiarism"! Dare to innovate and be creative, China's agricultural machinery industry will become stronger and stronger.
If you want to follow China's agricultural machinery industry, it will not only enter the vicious competition misunderstanding in the competition of agricultural machinery market, but also keep your own sober, do well brand, improve products, improve product cost performance, dare to innovate and create!
January 26, 2024