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Multiple factors drive industry growth
In the first half of this year, the growth rate of the 70-series, 90-series, 100-series, and 120-horsepower models increased by more than 32.14% from the average level of the big drag, reaching 58.24% and 100.41% respectively. 93.21% and 270.73%. The proportions of these four horsepower segments all increased in different degrees compared to the same period of last year, and their growth rates reached 2.05%, 3.59%, 0.12%, and 0.06%, respectively. These changes reflect the internal dynamic changes in China's market demand, that is, the 70 series has risen sharply, the 90 series has steadily increased, and the 100-horsepower series and the 120-horsepower series have seen significant growth, but The absolute amount is smaller and has less impact on the big drag trend.
The development of the industry has its inherent inevitability factors. First, the increasing national subsidies for agricultural machinery has become the main driving force for the rapid development of the market. Market surveys show that China's large-scale demand for agricultural machinery and equipment subsidies tends to be delayed. For example, the three provinces in Northeast China, Xinjiang, and Lusongyu provinces all regard large towing as a priority subsidy program, while Inner Mongolia, Ningxia and other regions also use subsidy policies. In the spring breeze, the big toll subsidy was the main subsidy model. Second, the process of agricultural modernization has accelerated and the growth rate of peasants' income has continued to increase. Third, product technology, quality performance, price level and other factors. The domestically matured high-horse tractors gradually matured, especially the maturation of 100-120 horsepower tractors, which provided an important product basis for the promotion of high-horse tractors. Fourth, the promotion of conservation farming will stimulate the demand for high-horse tractors. Fifth, the basic attributes of efficiency-increasing effects of agricultural mechanization and the requirements for agricultural technological progress have made people have a new understanding of high-performance, high-reliability machinery. Sixth, upgrading to become an important factor in the development of the high horsepower tractor market. For example, in recent years, wheeled large-scale tractors have replaced the track-mounted tractors, and large-scale tractors have significantly accelerated the speed of replacing small and medium-sized tractors. Seventh, the serious consolidation of the soil directly affects the sustainable and stable development of agriculture. To change this situation, it is necessary to complete operations with large-scale agricultural implements, and equipped with double-operated agricultural implements to complete operations such as rotary tilling, deep-separation, ridging, and suppression.
Future development is a long way to go
From the analysis of the development life cycle of the industry in China, the large drag industry has entered the growth period, and some still remain in the lead-in period. Specifically, 50-120 hp tractors have entered the growth stage, while large tractions of more than 120 hp are still in the market introduction period.
The performance of China's 50-120-horsepower dragging product is: the design tends to be stable, the process changes from loose to organized, and gradually forms the socialization of division of labor, forms a reasonable industrial chain, and begins to move from loss to profit. The specific performance in the gradual improvement of production technology, manufacturing process tends to mature, product diversification, production process organization, become the industry's leading industry. The survey shows that China's large-scale drag of this horsepower zone has gradually formed seven series of 50 series, 60 series, 70 series, 80 series, 90 series, 100 series and 120 series and dozens of varieties. The production division of the horsepower segment began to become socialized, and the leading enterprise groups gradually outsourced non-core operations to form a preliminary industrial chain, especially in the sales service segment. The market has gradually matured and steadily increased. A large number of enterprises have entered the market, and some products have gone abroad to enter the international market.
More than 120 horsepower drag is still in the stage of market introduction. From the market demand analysis, although showing a large increase, but the absolute demand is low, the annual demand is less than a thousand units, and is mainly distributed in large farms and missions. A consumer survey in the Heilongjiang market last year showed that 36% of the respondents accepted the products; 50% of the respondents thought that the current demand for the product is not large, 120 horsepower tractors can meet the demand; there are 14 % of users do not have a clear attitude. From the product analysis, China's domestic dragging products have yet to be improved in terms of electromechanical and hydraulic integration, computer intelligence, fault diagnosis and monitoring systems, automatic land management systems, GPS positioning systems, gearboxes, and full-load power shifts. From the analysis of production companies, domestic enterprises with real technical reserves and independent R&D are rare at present, which determine the stage where the tractors with a capacity of over 120 hp are located—the stage of market introduction.
From this we conclude that 50-120 horsepower tractors are mainly to grab market share, while tractors with more than 120 horsepower focus on R&D and marketing.
Market competition pattern tends to be stable
From the analysis of China's industrial chain, China's big trailer industry already has a relatively complete industrial chain. For example, the internal combustion engine companies supporting the big drag have China One, Huafeng, Jiangdong, Quanjiao, Perkins and FAW. There are dozens of companies such as Xichai, Laiwu, etc., and this data is still increasing every year. More and more internal combustion engine industries have begun to enter the agricultural machinery industry, and their supporting strategic shifts have been or are being realized, which has led to increasingly fierce market competition; From the analysis of the tire supply chain of another major accessory component, as a mature industry in China, competition in the industry is extremely fierce, creating a favorable environment for the development of China's industry. Most large-scale production enterprises can walk among a number of highly competitive suppliers, thereby improving their own situation, and effectively expanding the profitability of the big drag industry. The survey shows that China’s big drag on profits is twice as much as small and medium drag.
The market capacity of China's large-scale drag has increased significantly, the market penetration rate has rapidly increased, and the number of enterprises entering the big tow industry has also increased rapidly. According to market research, at present, more than 95% of China's large and medium-sized trailer manufacturing enterprises have developed large-towed products.
At present, China's market competition, especially in the 50-120 hp segment, is fierce, and the competition is mainly between state-owned joint-stock companies and joint ventures or wholly-owned enterprises. Currently, companies with strong competitive strengths mainly include: China One, Lovol Heavy Industries, and John Deere Tiantuo three major brands, forming a “troika†that has dragged down competition. Taking the big tow, for example, more than 40 tractor manufacturers accumulated gross sales of nearly 90,000 units in the first half of the year, and these three companies accounted for nearly 70% of the market share.
Leading by the government, led by the enterprise, breakthrough in key points
In the market survey, it was found that from the powerful drag manufacturers to small and medium enterprises, from traditional industries to new technologies, due to the eager desire of companies to adjust their structure and seek new economic growth points, the overall layout of macro If it is not in place, the industry has once again appeared in a “one-and-for-one†situation, which has led to a new round of adjustment of the tractor industry that has buried the hidden dangers of structural convergence and redundant construction.
To eliminate this hidden danger, it is necessary to coordinate and resolve through government-led, enterprise-led, and key-point breakthroughs to form industry norms and standards; in particular, large-tow industries with a capacity of over 120 horsepower, its application is a systematic project, and also a complex industrialization. problem. If China's industrial technology with more than 120 hp is not capable of owning independent intellectual property rights, then the survival and development capabilities of enterprises will be greatly constrained. Therefore, China's industrial standards of 120 hp or more should be determined as soon as possible. Otherwise, the development of the industry will be restricted. This is one of them.
Second, strengthen government supervision and support, encourage enterprises to innovate independently, master core technologies, and form industrialization. We must clearly understand that large-scale agricultural machinery is based on customer demand-oriented products. The large-scale domestic agricultural machinery market has begun to enter a new era of technology. Only by constantly tapping the deep market demands, continuously upgrading and introducing more high-tech and personalized products that meet the individual needs of consumers, is the company The source of motivation for sustainable development.
Third, companies should increase investment in R&D and formulate correct development strategies. In the early stages of cutting into high horsepower tractors, technical reserve work was very important and necessary. This work relates to whether it is possible to control the core technology of high-powered tractors in future R&D, the speed of R&D, whether it can win a favorable competitive position in the market competition, and whether the company can continue to develop. To this end, it is necessary to take a small step to run and comprehensively follow up the product promotion strategy.
Fourth, explore financial credit service models and gradually establish specialized financial service companies. International large-scale multinational agricultural machinery companies such as New Holland and Deere have their own financial companies to provide credit support to customers. This aspect extends the service chain to customers, promotes users to purchase their own products, and also brings more Good benefits. We can learn from its experience and provide credit support for the marketing of high-horse tractors, and innovative service models to extend the service value chain.
Fifth, following the principle of promotion after piloting, the industry application is to take the point and surface, first apply it from a typical industry, such as government industry, and then gradually promote and apply it. On the one hand, it is necessary to move steadily and steadily. “Bunker advancesâ€; on the other hand, we must speed up the pace of development and get ahead of schedule. This requires us to innovate and complete the development of high-powered tractors while fully absorbing and digesting foreign advanced technologies.
Rigid demand pushes up production and sales soars
Since the beginning of this year, the worldwide financial crisis has affected the export business of big delays, but it has been unable to stop the strong surge in the domestic market. According to statistics from the National Bureau of Statistics from January to August, China's 43 major tractor manufacturing enterprises have cumulatively produced 256,000 large and medium-sized trailers, a year-on-year increase of 31.64%. The statistics of more than 40 major manufacturers of major trailers also showed that as of the end of June this year, cumulative production and sales had dragged down 91,100 units, a year-on-year increase of 44.54%. The proportion of 50 horsepower or more dragged in large and medium-sized tolls continued to hit historical highs, reaching 52.84% in the first half of the year, an increase of 4.65% year-on-year; the proportion in the first eight months was 53.1%, showing a characteristic of rigid growth. Horsepower extends further upwards.