農(nóng)機(jī)市場怪圈：為何總是老牌農(nóng)機(jī)企業(yè)？

2017-08-25 15:13:19 來源：中國農(nóng)機(jī)網(wǎng) 閱讀量：52033 評(píng)論

　　【中國農(nóng)機(jī)網(wǎng) 本站原創(chuàng)】如果說東方紅是靠技術(shù)過硬*行業(yè)的，那么，在代東方紅被制造出來的那個(gè)年代，我國制造業(yè)的技術(shù)其實(shí)并不先進(jìn)。
 
　　老品牌的力量在于積淀與堅(jiān)持
 
　　在這個(gè)互聯(lián)網(wǎng)橫行的時(shí)代，當(dāng)提起農(nóng)業(yè)機(jī)械這個(gè)行業(yè)，很多人都顯得漠不關(guān)心，普遍認(rèn)為與自己的生活沒有多大的關(guān)系，尤其是年輕人。換個(gè)時(shí)代，在建國初期，當(dāng)提起農(nóng)業(yè)機(jī)械這個(gè)行業(yè)，不管是大人還是孩子都很關(guān)心，隔壁哪個(gè)村又買了一臺(tái)康拜因(收割機(jī))真有錢。
 
　　建國初期，在中央及地方政府農(nóng)業(yè)機(jī)械化的政策與方針引導(dǎo)下，廣大農(nóng)民群眾應(yīng)用農(nóng)用機(jī)械的積極性被調(diào)動(dòng)起來，積極投身農(nóng)業(yè)機(jī)械的初始建設(shè)當(dāng)中，這時(shí)期出現(xiàn)了批農(nóng)業(yè)機(jī)械制造骨干，拖拉機(jī)制造廠位列其中，其制造的東方紅拖拉機(jī)更是。
 
　　2014年，農(nóng)機(jī)行業(yè)黃金十年戛然而止，回顧2015年，國內(nèi)拖拉機(jī)市場銷售總量呈下滑趨勢，2016年，受國三排放升級(jí)、單臺(tái)補(bǔ)貼額度下調(diào)以及需求結(jié)構(gòu)調(diào)整升級(jí)等多重因素影響，拖拉機(jī)市場更顯疲軟。但是從拖拉機(jī)市場品牌份額占比來看，東方紅依然占據(jù)銷量榜單*。
 
　　在代東方紅被制造出來的那個(gè)年代，我國制造業(yè)的技術(shù)其實(shí)并不先進(jìn)，生產(chǎn)制造的機(jī)械僅僅只能滿足基本的田地作業(yè)，且能被人所熟知的機(jī)械品牌并不多。然而，在現(xiàn)在這個(gè)信息爆炸的時(shí)代，品牌紛雜，讓人眼花繚亂不知作何選擇，當(dāng)然肯定會(huì)有一大部分人依然會(huì)選擇已被大眾所熟知并信賴的老品牌。這就是品牌的力量，先讓人記住你，才能讓人更容易接受你。
 
　　如果說品牌好做的年代已經(jīng)過去，當(dāng)下正熱的共享單車行業(yè)巨頭品牌的成功足以讓人深思。
 
　　從新行業(yè)共享單車看品牌發(fā)展
 
　　經(jīng)過一年多野蠻擴(kuò)張的共享單車市場，現(xiàn)在已進(jìn)入行業(yè)中場競爭時(shí)期，在摩拜和ofo兩大巨頭的“狙擊”下，眾多處于二三梯隊(duì)的共享單車品牌正在主動(dòng)放棄一線城市市場，3vbike創(chuàng)始人坦言“凡是有巨頭進(jìn)入的地方，我們都不進(jìn)入。”品牌間的競爭實(shí)屬太激烈。
 
　　關(guān)于摩拜和ofo兩大業(yè)界巨頭，個(gè)被制造并使用的是ofo，但摩拜并沒有被其碾壓下去。2016年底，ofo通過融資方式進(jìn)入市場。2017年初，摩拜單車進(jìn)入市場首先選擇與招商銀行合作，在押金管制方面給了摩拜很大的品牌保障，讓受眾更覺其可靠。在摩拜這一品牌打響后，更加注重單車質(zhì)量，以及設(shè)計(jì)制造更加符合方便人們出行要求的單車。在ofo多次被報(bào)道因質(zhì)量原因而事故多發(fā)時(shí)，摩拜品牌又進(jìn)一步站穩(wěn)市場。
 
　　摩拜和ofo品牌的穩(wěn)定，致使其他新進(jìn)玩家品牌還沒被知曉就已被迫退出舞臺(tái)。今年6月，重慶本土共享單車“悟空單車”宣布終止運(yùn)營。但是依然還有不甘心退出，在掙扎中轉(zhuǎn)型的品牌。據(jù)了解，小鳴單車今年5月就已經(jīng)停止在北上廣等一二線城市的市場投放，下沉到三四線城市尋找生存空間。
 
　　但是在小品牌主動(dòng)轉(zhuǎn)移戰(zhàn)場的同時(shí)，摩拜、ofo等巨頭并沒有止步不前，反而集中精力擴(kuò)展海外市場。目前摩拜單車已進(jìn)入新加坡、倫敦、佛羅倫薩等海外城市，而ofo也已經(jīng)在英國、美國、馬來西亞等7國投放“小黃車”。由此看來，這兩大巨頭會(huì)走的更遠(yuǎn)。
 
　　總結(jié)
 
　　看共享單車行業(yè)的品牌激戰(zhàn)，真是殘酷無情又無奈，有錢的砸錢，沒錢的只能靠自身品牌硬實(shí)力，或投靠其他硬品牌，就比如自主創(chuàng)業(yè)小公司總喜歡打著是從阿里巴巴出來單干的名義希望打響自己的品牌，這并不是諷刺，品牌時(shí)代競爭就是要搶先一步。在當(dāng)下的互聯(lián)網(wǎng)時(shí)代，農(nóng)機(jī)企業(yè)更應(yīng)該跟上時(shí)代步伐，搭穩(wěn)“互聯(lián)網(wǎng)+”這趟順風(fēng)車，為做好品牌推廣鋪路搭橋。
 
　　在這個(gè)互聯(lián)網(wǎng)發(fā)達(dá)的時(shí)代，大家都說哪個(gè)行業(yè)都不好做，更別說是發(fā)展了幾十年的老牌農(nóng)機(jī)行業(yè)。但筆者認(rèn)為，農(nóng)機(jī)人不要懈怠，這個(gè)市場不變的就是變化，只有緊跟市場趨勢，不斷創(chuàng)新升級(jí)才能站穩(wěn)腳跟。

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