深度：透過農(nóng)機展窺探農(nóng)機企業(yè)發(fā)展玄機

2018-11-09 16:52:51 來源：中國農(nóng)機網(wǎng)原創(chuàng) 作者：四夕 閱讀量：48432 評論

　　【中國農(nóng)機網(wǎng) 編輯視角】2018年10月28日，中國農(nóng)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?，F(xiàn)如今，展會已成為農(nóng)機企業(yè)之間達成合作的有力平臺，通過展示拳頭產(chǎn)品，能有效提高企業(yè)的度和品牌影響力。

 
　　通過對于此次農(nóng)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(jīng)過十年黃金發(fā)展期，我國農(nóng)機行業(yè)已經(jīng)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(chǎn)品供給上，我國仍有很大提升空間。事實上，中國農(nóng)機網(wǎng)在采訪了眾多農(nóng)機企業(yè)后得知，不少企業(yè)都認為我國農(nóng)機發(fā)展確實還需要借鑒國外發(fā)展經(jīng)驗，學習國外先進技術并將之與中國特色農(nóng)業(yè)農(nóng)機發(fā)展相結合，走特色創(chuàng)新道路。

       要說我國農(nóng)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(chǎn)品時，會提到有的關鍵性零部件是進口的，雖然因此農(nóng)機產(chǎn)品的性能會更好，但是這也同時暴露了我國農(nóng)機企業(yè)需要努力的方向。未來，我國農(nóng)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(nóng)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(nóng)機裝備技術已經(jīng)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(chǎn)機出現(xiàn)，國產(chǎn)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(nóng)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(wǎng)等新技術應用的促進下，我國農(nóng)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(nóng)業(yè)機械購置補貼納入國家支農(nóng)強農(nóng)惠農(nóng)的重要內容，此后十年，我國農(nóng)業(yè)機械化提速換擋，創(chuàng)造出令人驚嘆的農(nóng)機發(fā)展速度。到2018年，已經(jīng)是政策實施的第15年，在這之前，農(nóng)機產(chǎn)品處于相對緊缺階段，農(nóng)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(nóng)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(jīng)濟強有力的驅動，農(nóng)機企業(yè)的發(fā)展也不應再主要依賴于農(nóng)機購置補貼。伴隨著農(nóng)業(yè)現(xiàn)代化發(fā)展，農(nóng)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(chǎn)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(nóng)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(jīng)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。
 
　　走出同質化競爭“紅海” 需另避蹊徑
 
　　“產(chǎn)品供應不足，中低端同質化低價無序競爭明顯”是目前農(nóng)機市場的常態(tài)，而這種常態(tài)在農(nóng)機展中被更加直觀的展現(xiàn)出。在展館內，很多產(chǎn)品不僅樣式大同小異，甚至是顏色都相差無幾。
 
　　當前我國農(nóng)業(yè)機械品類不足，相對比與糧食產(chǎn)業(yè)而言，一些經(jīng)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(chǎn)業(yè)鏈中有些環(huán)節(jié)也還屬于空白，與其相對應的農(nóng)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(nóng)機時而感到新奇了。
 
　　目前，農(nóng)機行業(yè)L型市場走勢下，農(nóng)村對于農(nóng)業(yè)機械購買的差異性與層次性愈加凸顯。農(nóng)機產(chǎn)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(chǎn)，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(jīng)營的品牌可分為銷售增長率和市場占有率“雙高”的產(chǎn)品群(明星類產(chǎn)品)；銷售增長率和市場占有率“雙低”的產(chǎn)品群(瘦狗類產(chǎn)品)；銷售增長率高、市場占有率低的產(chǎn)品群(問題類產(chǎn)品)；銷售增長率低、市場占有率高的產(chǎn)品群(金牛類產(chǎn)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(chǎn)品需要繼續(xù)加大投入；瘦狗類產(chǎn)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(chǎn)品具有高成長性，可以加大投入用心培育；至于金牛類產(chǎn)品則應當想辦法擴大銷量。很多時候，針對不同產(chǎn)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(jīng)看到過這么一句話，“做好自我，讓服務規(guī)?；尳?jīng)營品牌化，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(nóng)機集團有限公司在農(nóng)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(jīng)銷商就是他們深厚的企業(yè)發(fā)展底蘊。他們秉承“產(chǎn)品銷售到哪，服務就跟到哪”的理念，重視對經(jīng)銷商服務能力的培養(yǎng)和服務網(wǎng)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(nóng)機行業(yè)發(fā)展初期產(chǎn)生了重要能量，形成的產(chǎn)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(chǎn)業(yè)鏈發(fā)展。伴隨著農(nóng)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(nóng)機行業(yè)的“核聚變”則是指在市場機制作用下，落后產(chǎn)能逐步淘汰，行業(yè)內資源勢必向剩下的企業(yè)集中。在農(nóng)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(chǎn)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(nóng)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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