2022 Tractor, grasp the demand to seize the opportunity to seek changes to open a new bureau!

　　In the domestic industry, enterprises tend to be policy-oriented and competition-oriented, especially small and medium-sized enterprises, basically competition-oriented, such as Weifang and the surrounding more than 100 tractor brands are the only Weichai Revol is the head, and Luoyang and the surrounding tractor enterprises are a tractor Dongfanghong loyal followers.Tractor

　　　　Competition-oriented is a lazy strategy, the subtext is "take the lead big brother" is great and glorious right, as long as you follow the big brother, there is nothing wrong, but in fact the big brother may also be in a period of strategic confusion, they do not know how to go.

　　　　Tractor industry needs to shift from policy-oriented, competition-oriented to market-oriented, demand-oriented. Demand from the market, the user from the front line, 2020 tractor companies need to seize the six needs.

　　一, update demand

　　　　Domestic agricultural machinery industry has long entered the stock market, and the first step into the stock market is the tractor. From the following chart can be seen, 2010-2013 is the peak moment of tractor, three consecutive years industry sales of more than 350,000 units, after all the way down, which means that from 2013 after the domestic tractor industry into the stock market.

　　　　As we all know, in the rapid development of the incremental market, tractors and other agricultural products demand is to new users, new demand, this demand is usually less at the beginning, with the end of the market cultivation period will appear after the sustained explosive growth, in the tractor industry is 2004-2013 this stage, incremental market in the production enterprises and dealers of the best days, the user is not mature, the Product and service requirements are not high, sometimes the supply of tight situations, the user will even beg the dealer.

　　　　The stock market is a market where supply exceeds demand and demand is saturated. In the stock market, users have old machines in their hands, or there are many agricultural machines in the society, the demand for agricultural machines is not urgent, and the demand for brand-new ones is very little.

　　　　According to "Maslow's hierarchy of needs theory", human needs from high to low physiological needs, security needs, social needs, respect needs, self-actualization needs, applied to the agricultural machinery products are functional needs, efficiency needs, comfort needs, brand needs, show-off needs.

　　　　At present the domestic user demand for tractors has been to ensure that the basic functional needs to efficiency needs, comfort needs change, the central plains and the northern dry field area users in the new tractor more like high horsepower high efficiency machine, northeast, Xinjiang users change tractor, more willing to buy John Deere, Case New Holland and other international brands, the southern water field area users in the renewal of agricultural machinery more willing to buy, the tractor .KubotaYanmar

　　　　Can clearly see, update demand is an upgrade demand, more concerned about the brand, comfort, in line with the changing needs of users, tractor companies should be from the scale of competition, power competition, price war to brand war, quality war, and still entangled in low-price competition, small chassis and other low-level means of enterprise will increasingly no market.

　　二， the derivation of demand

　　　　The value of the tractor lies behind with the number of implements, while the demand for tractors also depends on the demand for implements, the more the number of agricultural implements, the demand for tractors will rise.

　　　　From 2013 on the domestic tractor from the high point downward, but the magnitude has been very flat, to offset the downward a major force is brought by the agricultural implements derived demand, which is worthy of attention are deep pine machine,, no-till planter, etc.Baling machineMowers

　　　　To baler for example, in 2010 the country only 3000 units of sales, in 2020 about 35000 units, which drives the demand for tractors at least 5000 units, which is a brand new increment, such as the northeast of Jilin and Heilongjiang, some users to buy feed straw baler will certainly buy a tractor, some users only do this work a year, the tractor is dedicated.

　　　　And then look at the deep pine land preparation machine. In 2004 when the start of agricultural subsidies, Shandong, Henan area main sales of tractors is 70-90 horsepower, and from about 2010 after the start of the country's large-scale land deep pine project, Henan area tractor power quickly grew 100-150 horsepower, about 2018 has grown to 180-230 horsepower, which is triggered by the deep pine operation on large, heavy tractor demand is the new demand.

　　　　It is said that Europe and the United States mature agricultural machinery market has about 3500 categories of agricultural machinery, domestic about 1500 kinds, the late domestic will continue to introduce new agricultural machinery and agricultural machinery, where a new agricultural machinery, there will be for the creation of tractors to bring the possibility of incremental, in this sense, the domestic tractor industry is still a sunrise industry.

　　三, segmentation needs

　　　　After 2013, the domestic tractor industry has spent the windfall period, the 2020 426,000 units of the sky is actually the epidemic occurred after the policy of emergency response products, belong to the return of light, not only to the industry does not help, but on the contrary to the market has been severely overdrawn and then hard to make up a knife.

　　　　Domestic tractor industry big opportunity period has ended, the industry's competition will be the struggle for stock resources, competitive pressure under the enterprise will have to look for market segmentation opportunities, which is the demand for segmentation.

　　　　Segmentation demand is equivalent to the aorta outside the branch blood vessels, capillaries, with long tail characteristics, obviously segmentation market is suitable for small companies and professionalism is very strong company, large companies should plow deep in the big water big fish market.

　　　　So 2022 tractors have the need to focus on which segments of the market?

　　　　One is the crawler tractor. According to the way of walking, tractors are divided into tracked and wheeled, usually we see the most is the wheeled tractor, and tracked tractors, compared with wheeled tractors, wheeled tractors due to the operational speed, convenient transfer and other advantages, so in recent years wheeled tractors in the continuous encroachment on the tracked tractor market, from the 2020 subsidy system, the ratio of wheeled tractors and tracked tractors for 95:0.5, indicating that Crawler tractors have been seriously marginalized.

　　　　"Thirty years of river east, thirty years of river west", due to the change of subsidy policy, to 2022 crawler tractor brings a rare opportunity to turn the tide, "2021-2023 agricultural machinery purchase subsidy guidance" pointed out, to retain a large number of low technology content of tractors and other agricultural machinery subsidies to adjust, three years subsidy ratio down to 15%, and the object of adjustment is actually only wheeled machines, crawler tractors across the board remain unchanged, a reduction between a stable, crawler tractors relative to wheeled locomotives subsidy advantage, price advantage can be fully reflected, so 2022 crawler demand, sales will have a substantial increase in the production of crawler enterprises will also usher in the opportunity period of do.

　　　　Second is the orchard tractor. In some places the orchard tractor called trellis king, its main feature is compact size, compact structure, low chassis, stable center of gravity, to 25-70 horsepower, in order to enjoy more subsidies, some companies are also engaged in "big horse-drawn car" hook, to 50 horsepower chassis with 90-120 horsepower engine, in fact, the orchard Lightweight operations can not use so much horsepower.

　　　　Orchard tractor opportunity lies in the fruit, vegetable and tea scale planting and standardized orchard construction. "A mu of fruit ten mu of vegetables, a mu of fruit hundred mu of grain", fruit tree planting income is significantly higher than food crops, in order to pursue high returns, in recent years the trend of fruit tree scale is obvious, and new orchards to standardize the main, at the beginning of the construction of the garden to consider the use of agricultural machinery, in the next few years the demand for orchard tractors will increase.

　　四, the structure of demand

　　　　"Scale produces efficiency, structure produces profit", in the stock market, tractor business sales scale will definitely shrink, increase sales, you can only dig competitors' market share, but no one will take the initiative to surrender, so the stock market inside the incremental volume often have to pay a big price.

　　　　In the premise of not touching the existing competitive pattern, tractor enterprises can be structured business layout to pursue the sales volume and profit increase.

　　　　Such as power segment structure adjustment. Increase in the 50-70 horsepower segment marketing efforts, in the competitors to bet on 150 and more high-powered products, enterprises can do the opposite, in the horsepower segment to invest heavily, become a single champion in the wheel tractor, to achieve a double harvest of share and benefit.

　　　　Such as market restructuring. Weifang area hundreds of tractor enterprises are almost all targeting the northeast, Inner Mongolia, Xinjiang's high-end large horsepower market, compared to the competition between the southern paddy field on the waves, Weifang has a company keenly captured the signal, so in recent years time focus on attacking the southern paddy field area market, due to relatively uncompetitive, so the company also achieved good results.

　　五， Innovation demand

　　　　Third-rate enterprises follow the demand, second-rate enterprises meet the demand, and first-rate enterprises create the demand.

　　　　Creating a new demand, on the one hand, jump out of the red sea of competition. On the other hand, it can create an incremental market for the whole industry.

　　　　For example, Tesla's electric car does not cause much conflict with fuel cars, but attracts many young people to join the ranks of car purchases, thus creating a new demand for the automotive industry, DJI plant protection drone is also to create a new demand.

　　　　As a traditional product tractor, is it possible to create a new category?

　　　　The answer is yes, such as new energy tractor (electric tractor, oil and electric hybrid tractor, hydrogen tractor, methane tractor, etc.), intelligent driving tractor (driverless tractor, etc.).

　　　　I am very optimistic about the electric tractor, especially the application in the orchard, greenhouse, seeding, plowing, plant protection and other scenarios of electric tractors, if not consider heavy-duty operations, the existing battery technology and range, electric tractors can fully meet the land application, seeding, weeding, fertilization, spraying, handling and other agricultural machinery operation needs.

　　　　The advantages of electric tractor is simple structure, low cost, simple operation, easy maintenance, it is clear that the electric tractor is a real sense of the blue ocean market, but tractor companies have a serious path dependence, we would rather brutal fight on the old products, but also unwilling to invest in the future.

　　六, overseas demand

　　　　Agricultural machinery industry association data projection, 2021 imports of tractors 6500 units or so, the amount of 0.7 billion U.S. dollars, exports of tractors 111,400 units, the amount of 567 million U.S. dollars, an increase of 50.3%.

　　　　Although the current domestic exports of tractors is still dominated by small and medium horsepower, but the number of exports is much larger than the number of imports, and in recent years has been maintaining this gap, "the number of Jedi is quality", as long as maintain this momentum of development, China-made tractors in the overseas market will become more and more influential, with the overseas market on China-made tractor acceptance, China's high quality, high horsepower tractor exports and the proportion is bound to increase.

　　　　As the domestic market has agricultural machinery purchase subsidy policy, so many tractors and no enthusiasm to go out, with the reduction of the amount of subsidies, the proportion of subsidies down, the gold content of the domestic tractor market will also be reduced, so it is expected that from 2022 onwards, the domestic tractor enterprises will really pay attention to the overseas market.

　　　　Domestic agricultural machinery industry chain is complete, and has a global unparalleled cost advantage, domestic tractors not only to market out, but also to industry out, to John Deere, Case New Holland, Kubota and other European and American, Japanese enterprises to establish their home base.

　　　　At present, China's tractor market capacity is less than one-fifth of the world, the most fierce competition and low-end demand, domestic tractors should actively go out, to borrow the global product chain and establish distribution network in the world, with the domestic supply chain resources, domestic tractors will certainly achieve product, brand, industry three levels of globalization.

　　　　Conclusion: 2022 tractor will face greater uncertainty, the competitive situation will also be more chaotic and complex, but as long as the market-oriented, user-centric, grab market share, you can achieve in the chaos to find the first opportunity, in the change to open a new situation!