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深度:透過農機展窺探農機企業(yè)發(fā)展玄機

2018-11-09 16:52:51 來源:中國農機網原創(chuàng) 作者:四夕 閱讀量:48381 評論

導讀:近日,2018中國農業(yè)機械展覽會在武漢博覽中心收官,各參展企業(yè)可謂是收獲滿滿。展會成為了農機企業(yè)之間達成合作的有力平臺,通過展示拳頭產品,也提高了企業(yè)的度和品牌影響力。

  【中國農機網 編輯視角】2018年10月28日,中國農業(yè)機械展覽會在武漢博覽中心收官,各參展企業(yè)可謂是收獲滿滿。現(xiàn)如今,展會已成為農機企業(yè)之間達成合作的有力平臺,通過展示拳頭產品,能有效提高企業(yè)的度和品牌影響力。

 
  通過對于此次農機展的全程觀摩,筆者有以下幾點總結,供業(yè)內人士參考。

 
  技術研發(fā)能力是企業(yè)競爭力的永恒主題

        經過十年黃金發(fā)展期,我國農機行業(yè)已經進入L型發(fā)展階段,不得不承認與發(fā)達國家相比還有一定差距,尤其是在產品供給上,我國仍有很大提升空間。事實上,中國農機網在采訪了眾多農機企業(yè)后得知,不少企業(yè)都認為我國農機發(fā)展確實還需要借鑒國外發(fā)展經驗,學習國外先進技術并將之與中國特色農業(yè)農機發(fā)展相結合,走特色創(chuàng)新道路。

       要說我國農機裝備與國外的差距,其中在核心零部件上表現(xiàn)得尤其明顯,有的企業(yè)向參觀觀眾介紹自己的產品時,會提到有的關鍵性零部件是進口的,雖然因此農機產品的性能會更好,但是這也同時暴露了我國農機企業(yè)需要努力的方向。未來,我國農機企業(yè)應當更加注重提升核心零部件的技術研發(fā)能力,避免受到國外掣肘。

 
  
       誠然,我們國內的農機行業(yè)整體水平尚落后于一些發(fā)達國家,但已有部分農機裝備技術已經超越先進水平,比如:大馬力拖拉機技術,近年中國各企業(yè)在大馬力拖拉機技術都有突破,300馬力、400馬力都有國產機出現(xiàn),國產的大馬力拖拉機市占率也在大幅度增長。雖然我們起步較晚,但是在農機購置補貼等各項政策紅利的助力,以及大數(shù)據(jù)、互聯(lián)網等新技術應用的促進下,我國農機行業(yè)在市場機制作用下必將得到更好的發(fā)展。
 
  補貼主導時代逐漸成為過去時
 
  從2004年以來,連續(xù)7個中央一號文件將農業(yè)機械購置補貼納入國家支農強農惠農的重要內容,此后十年,我國農業(yè)機械化提速換擋,創(chuàng)造出令人驚嘆的農機發(fā)展速度。到2018年,已經是政策實施的第15年,在這之前,農機產品處于相對緊缺階段,農機購置補貼的政策紅利刺激了市場需求的實現(xiàn),是實實在在的補貼主導時代。
 
  而在補貼主導時代,行業(yè)發(fā)展容易陷入“一窩蜂”局面,傳統(tǒng)農機市場趨于飽和。在未來,賣方市場勢必轉變?yōu)橘I方市場,投資不再是經濟強有力的驅動,農機企業(yè)的發(fā)展也不應再主要依賴于農機購置補貼。伴隨著農業(yè)現(xiàn)代化發(fā)展,農機行業(yè)進入深度調整期,粗放式發(fā)展時代逐漸結束。
 
  如果說在補貼主導時代我們拼的是產品價格,那么未來我們比拼的就是企業(yè)的戰(zhàn)略遠見。在借助政策紅利的基礎上,農機企業(yè)應當根據(jù)市場趨勢和用戶需求來開拓新市場,對于經濟作物、園藝作物、丘陵山地機械等行業(yè)藍海窗口不妨多加關注。
 
  出同質化競爭“紅海” 需另避蹊徑
 
  “產品供應不足,中低端同質化低價無序競爭明顯”是目前農機市場的常態(tài),而這種常態(tài)在農機展中被更加直觀的展現(xiàn)出。在展館內,很多產品不僅樣式大同小異,甚至是顏色都相差無幾。
 
  當前我國農業(yè)機械品類不足,相對比與糧食產業(yè)而言,一些經濟作物的機械化水平較低,甚至是糧食作物在耕種管收植保全產業(yè)鏈中有些環(huán)節(jié)也還屬于空白,與其相對應的農業(yè)機械匱乏,不然也不會在看到久保田半喂入洋蔥收獲機等小眾農機時而感到新奇了。
 
  目前,農機行業(yè)L型市場走勢下,農村對于農業(yè)機械購買的差異性與層次性愈加凸顯。農機產品應當向多品種、多型號方向發(fā)展,大中小機型結合,以滿足不同地區(qū)不同層次用戶的需求。此外,探索小眾市場和細分領域對于企業(yè)來說將會是一個出路。
 
  注重企業(yè)品牌構建
 
  一個企業(yè)需要有爭奪市場目光的能力,也需要有持續(xù)盈利的能力。作為企業(yè)的無形資產,品牌擁有者可以憑借品牌優(yōu)勢不斷獲取利益,利用品牌的市場開拓力形象擴張力,不斷發(fā)展資本內蓄力。
 
  按波士頓矩陣來分,一個公司經營的品牌可分為銷售增長率和市場占有率“雙高”的產品群(明星類產品);銷售增長率和市場占有率“雙低”的產品群(瘦狗類產品);銷售增長率高、市場占有率低的產品群(問題類產品);銷售增長率低、市場占有率高的產品群(金牛類產品)。
 
  企業(yè)在制定自身發(fā)展品牌策略時應當打好組合拳,對于明星類產品需要繼續(xù)加大投入;瘦狗類產品根據(jù)現(xiàn)狀分析,面臨暫時性困難想辦法消除不良影響,如果確實無發(fā)展前景且影響公司形象,就要果斷放棄;問題類產品具有高成長性,可以加大投入用心培育;至于金牛類產品則應當想辦法擴大銷量。很多時候,針對不同產品制定相應發(fā)展戰(zhàn)略,就能得到事半功倍的效果。
 
  將完善健全的服務鏈發(fā)展為獨特優(yōu)勢
 
  曾經看到過這么一句話,“做好自我,讓服務規(guī)?;尳洜I品牌化,讓價格透明化,讓誠信常態(tài)化,我們就能夠戰(zhàn)無不勝,攻無不堅,沒有活不下去的理由,沒有戰(zhàn)勝不了的困難,沒有解決不了的問題。”小編深以為然。
 
  “新制造”作為這兩年新興起的熱詞,其認為對于制造行業(yè)而言,市場的競爭力不在于制造本身,而是在制造背后的創(chuàng)造思想、體驗和服務能力。而事實上也確實如此,一個具備完善健全服務鏈的企業(yè)勢必擁有其他企業(yè)所不具備的優(yōu)勢。
 
  如常州東風農機集團有限公司在農機市場整體下滑的形勢下也能夠逆勢而上,60多年歷史,800多家經銷商就是他們深厚的企業(yè)發(fā)展底蘊。他們秉承“產品銷售到哪,服務就跟到哪”的理念,重視對經銷商服務能力的培養(yǎng)和服務網絡屬地化建設,獲得了用戶的高度認可。
 
  加強變革意識應對“核裂變”與“核聚變”
 
  “核裂變”在我國農機行業(yè)發(fā)展初期產生了重要能量,形成的產業(yè)集群有利于明確分工,在集群內進行資源的優(yōu)化配置,形成健全的配套體系,拓展延伸產業(yè)鏈發(fā)展。伴隨著農機行業(yè)的“核裂變”,一大批專業(yè)化領域和細分領域的大企業(yè)興起,帶動集群內中小企業(yè)的發(fā)展。
 
  而農機行業(yè)的“核聚變”則是指在市場機制作用下,落后產能逐步淘汰,行業(yè)內資源勢必向剩下的企業(yè)集中。在農機行業(yè)面臨深度變革的背景下,整個行業(yè)勢必面臨重新洗牌的局面,有的大企業(yè)會選擇整合并購,小企業(yè)也可能形成聯(lián)合會,集合共同研發(fā)生產能力,資源、信息共享,進行深度合作。
 
  此外,跨界競爭也有可能成為市場變化的催化劑,“核裂變”還是“核聚變”更多的應該取決于市場形勢的變化,各農機企業(yè)應當擁有變革意識,當市場變革來臨時才能夠搶占高地,把握先機。
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