Tractor horsepower segment manufacturing upgrades new entrants are difficult to influence in the short term

[ China Agricultural Machinery Industry News ] This year, sales of small and medium-sized tractors declined, sales of large tractors rose steadily, and products with more than 100 horsepower became one of the hot spots in the market. Tractor manufacturers in the industry are rushing to enter the field of high-horsepower product manufacturing, and even more, the new entry will directly cut into more than 120 horsepower. The upgrade of the horsepower segment is an opportunity for companies with mature conditions, but it should be done for new entrants.

Tractor horsepower segment manufacturing upgrades new entrants are difficult to influence in the short term

Horsepower section

Core manufacturing barriers are difficult to break through

Traditionally, people are accustomed to positioning tractors of 80 horsepower and above as large tractors. With the advancement of market demand, the horsepower segment has a tendency to extend upwards, and 100 and above horsepower products are becoming more and more attractive to people's eyes. Judging from the market trend in recent years, since 2010, 100 horsepower and above have maintained rapid growth for three consecutive years. In 2013 and 2014, there was a slow slope for two consecutive years and entered the market adjustment period. In 2015, with the full-scale mechanization promotion, cooperatives, farms and other scale operations demand re-entering the rising channel, this year continued the steady growth of development momentum, industry professionals predict that the 2016 full-horsepower product sales will rise steadily, the future 3~ The growth momentum in 5 years is optimistic.

From the perspective of manufacturing, the greater the horsepower of the tractor, the greater the difficulty of manufacturing, and the greater difficulty in breaking through the core barriers such as technology and process level. Although the main mode of domestic tractor manufacturing is component assembly and purchase after assembly, the core components such as engine, clutch and hydraulic device are manufactured by professional manufacturing companies, and other components are also more versatile, but the same drawings, the same components, and the same manufacturing conditions. If the assembly process is not up to standard, the assembled machine performance will not be able to meet the standard, especially for high-power products, the required technical process standards are very strict, not what kind of enterprises can be assembled and assembled. Moreover, the manufacturing barriers of high-horsepower products are far more than this, automation technology, industrial team assembly level, assembly cleanliness, capital requirements, branding, marketing, service system construction, etc., these barriers need to break through.

Brand effect

New entrants are difficult to influence in the short term

According to research by relevant institutions, brand awareness has increasingly affected the purchase behavior of agricultural machinery users. The majority of farmers renting agricultural machinery is also becoming more and more critical. For the users of large-horsepower tractor products, in addition to the general individual land operators, more users are large-scale farms, cooperatives, farms, etc., especially those with more than 200 horsepower, and access to advanced products earlier, brand recognition Knowing the impact is deep, so to build high-power products, brand building is crucial.

Into the manufacture of high-powered tractor products, in addition to product performance to pass, the cost performance should be high enough, the brand has a huge impact. The well-known brands of agricultural machinery have been cultivated for several years, and they have been accumulated by the word-of-mouth effect formed by the agricultural operators and the use of the audience. Nowadays, many companies that enter the manufacturing of high-powered tractors start directly with products of 120 horsepower and above. Even some enterprises have never engaged in tractor manufacturing, let alone brand effect, which will be a very big challenge.

Product homogenization is serious

It is difficult to cultivate competitive advantage

At present, China's 100-horsepower tractor production enterprises are mainly distributed in Shandong, Henan and other places. The aggregation effect caused by the imitation of small brands in the first-line brand location is also the root of serious product homogenization. The new entrants adopt the first-line brand follow-up strategy, can effectively obtain supporting resources, obtain product upgrade information in a timely manner, carry out targeted talent introduction and quickly realize productization. However, this is only a theoretical advantage, and the actual conversion process is difficult to imagine.

According to the survey of the users and dealers by the consulting organization, the main problems in the use of the high-powered tractor products market are: First, the “three-leakage” phenomenon of some products continues; Second, the brake failure, engine, gearbox, clutch and other faults are repeated. The third is that the hydraulic system has more faults; the fourth is that the spare parts supply is not timely, and the enterprise service commitment has not been fully realized. This proves that if the assembly is not up to standard, the technical level is not enough, the quality of the components is not too hard, and the comprehensive service capability of the enterprise is insufficient, or the overall quality of the product cannot be guaranteed, it cannot win the recognition of users and the market, and it is impossible to have long-term development. .


(Original title: Big dragging the market, new entrants must do their best)