Review of Wheat Harvester Market in 2021 and Prospect in 2022

　　As the history of domestic agricultural machinery industry started earlier one of the important products, after decades of development, wheel grain combine (often referred to as wheat harvester) receive a rate of over 98% for domestic wheat has successfully, not only more and more advanced, more and more high-end products, and increasing social ownership, full access to the stock of competition.

　　　　In 2021, the wheat harvester market is stable, the overall sales volume remains at 20,000, the upward trend of feeding quantity is still obvious, and the saturation degree is deeper. This year, as soon as the New Year has passed, wheat harvester enterprises have been scrambling to stock up, promotion, towards a new journey forward. What is the way forward? Worth studying.

　　In 2021, new characteristics of industrial operation under stock competition

　　　　In the development of China's agricultural machinery industry, wheat harvester market has distinct characteristics and unique brand of The Times in different stages. In the wheat harvester market germination, start, prosperity, saturation, low speed normalization behind the appearance, we feel the wheat machine rate of rapid jump, feel the mechanization of the epoch-making revolution, feel the machinery industry is the force of progress.

　　　　The introduction of domestic wheat harvester, promotion from the early 90 s, the rapid growth of the curtain opened on the national agricultural machinery purchase subsidy policy began in 2004, in the policy power with the user just need to be under the dual role of the market sales increased rapidly, after the accumulation of market, scale formation, updates, upgrades, market saturation, competition pattern solid, inventory and other process, Since 2014, the wheat harvester market has entered the stock competition and maintained the normal operation of high quality and low speed for many consecutive years.

　　　　In 2021, the wheat harvester market continues the operation trend of stable and slightly rising in 2020, with the overall sales volume of about 23,000 units. The market sales structure continues to adjust, showing five characteristics:

　　　　First, kingpin area concentration.

　　　　Match the wheat planting area distribution, shandong, henan, anhui, hebei, jiangsu and other huang-huai-hai area of wheat is the main sales regions of wheat harvester, sales accounted for about 90% of the total sales, this is we often say that wheat harvester key battleground is "both the central plains", the central plains region has always been the goal of every wheat harvester enterprise important market, This also decided the wheat harvester market sales in the first half of the basic completion of the special attributes.

　　　　Second, the brand concentration is high.

　　　　China's wheat harvester market has always been characterized by high brand concentration. Before 2013, Gusen wheat harvester has always been in an absolute monopoly position in the industry, occupying more than 70% of the market share in its heyday. To break the situation of another wheat harvester brand is king valley, the wheat harvesting machine to the market in 2011, after less than two years development, in 2013 the first echelon, later for several years, two brands of wheat harvesting machine sales accounted for more than 75% market share, the two brands is not only a machine of wheat harvester is an indicator of market competition, And is leading the product development trend of the "bellwether". In the past two years, the "veteran" wode in the agricultural machinery industry has continued to exert its power and is entering the first echelon, with the brand rotating. In 2021, Gushen still occupies half of the market, while Wode, Guwang and Joming occupy more than 30% of the market share. The brand concentration is still very high.

　　　　Third, the trend of large scale is obvious.

　　　　In recent years, with the trend of land intensification and return on investment demand rate, the trend of large-scale and complex wheat harvester is becoming more and more obvious. In 2021, the sales of 8kg/s, 9kg/s and above products account for 95%, and the longitudinal axial flow drum threshing and separation products become the mainstream. In terms of operation function, not only can harvest wheat, Also can harvest oil sunflower, soybean, rape and other crops, product complex function is favored.

　　　　Fourth, the product orientation under the diminishing effect of subsidies.

　　　　Comprehensive entering the saturation period, wheat harvester market to the stock update, incremental demand gradually as the operating profitability and users to buy more and more rational, diminishing subsidy policy pull effect obviously, market updates, and just need to become the determining factor, users are increasingly the pursuit of product brand, operation reliability, efficiency and cost performance.

　　　　Fifth, brand reshuffle intensifies under stock competition.

　　　　Wheat harvester market competition into the stock market has been for many years, according to statistics, by 2013, the social ownership of domestic rice harvest machinery to 1.134 million units, fully meet the market demand, since 2014, wheat harvester full access to upgrade adjust stock market competition era, the annual sales growth sharply count, higher degree of brand concentration. Therefore, the rapid development of industrial head enterprises, foot enterprises are facing the danger of "last place out", the number of enterprises is rapidly shrinking. Since 2015, the number of production enterprises has been reduced from 36 to less than 20, the number of dealers has been reduced from 1725 to about 1100, which shows the cruelty of the market reshuffle. In 2021, the wheat harvester market stock competition is still brutal, the pattern of first-tier brands occupying the absolute market share has not changed.

　　　　In 2021, the domestic wheel dimension of mature wheat harvester industry has reached a very high level, industry the patterns in solid, the competition segregation is distinct and brand effect, service, timeliness demanding higher characteristic, at the same time, progress rapidly to the direction of intelligent, high-end products, and market saturation degree are more year by year, fully showing stock competitive characteristics.

　　In 2022, the trend of stable operation may continue

　　　　This year, the chaos caused by the epidemic has not yet ended, and the russia-Ukraine conflict has plunged the world into a crisis. In the global economic environment, which is in an overall downward trend, China has decided to give top priority to stability in its development this year, seek progress while maintaining stability, and give greater priority to steady growth. Government policy support for agriculture, rural areas and farmers continued to grow. In particular, subsidies for the purchase of agricultural machinery increased by an additional 2 billion yuan to 21 billion yuan, which greatly boosted market confidence.

　　　　Continue to improve the overall situation faced by agricultural equipment industry, industry development step forward, is the market for wheat harvester user consumption demand change constantly upgrade, accompanied by large-scale products, stand-alone operations efficiency for thousands times, plus years of market saturation, the incremental market become very limited, for four consecutive years 2018-2021, Annual sales to maintain operation under the platform stabilization in 20000, at the same time, the caterpillar corn harvester since it has good anti depression, complex operation and so on function, grabbing the wheel machine market share, in the rice and wheat LunZuo District, customers are increasingly inclined to caterpillar longitudinal axial feeding machine of rice harvest wheat, all realize multi-usage such a long operation time, Increased revenue replaced part of the wheel machine market share. Comprehensive forecast, in 2022, the annual sales of wheel-type wheat machine may be less than 20,000 units, the market is stable operation unchanged.

　　　　Taking an objective view of the long-term stable supply chain system and solidified industrial model in the field of wheat harvester, it faces new challenges in industrial upgrading under the impetus of new demand shrinkage, digital integration, Internet power and other factors. Especially the marketing level, with users age structure change, the consumption idea and value orientation then change, especially the younger generation of new users, not only requires the product to use, durable, also pay more attention to product industrial design individuation, appearance beautiful, ride comfort, have contemporary feeling, user the new consumption idea directly decides the enterprise product supply. Therefore, only products with accurate positioning, following market changes, regional segmentation, cultivating loyal customers, and high reliability and cost-effective grinding operation can win the market competition.

　　　　First, the upsizing of products is the general trend, and the diversification of operating functions is the market.

　　　　After many years of technical accumulation precipitation and product development to upgrade, wheat harvester has become one of the domestic agricultural machinery manufacturing industry is relatively mature products, according to the product structure form of the market at present, large and medium-sized products have become the absolute mainstream, the central plains area feed rate under 5 kg/s product demand shrunk dramatically, feeding amount 8 kg/s products become the main body, Accounting for more than 75%; In northeast China, Xinjiang and other regional markets, the demand for 7kg/s products continues to decline, while models over 10kg/s rise rapidly. Multiple functions on this basis, the products are becoming ever more obvious, can achieve a variety of crops to improve the product efficiency, increase profits, therefore, for the wheat harvesting machine into the incremental part of the stock market competition, regardless of volume size, large-scale, multi-functional and advanced trend is a constant, stable and reliable operation, products is always the most critical factors in market competition, Any business must focus on the big and do the best.

　　　　Second, focus on the main marketing area, fine cultivation of the market terminal.

　　　　Central plains region is always an important target market wheat harvester enterprises, after years of market development, the central plains region now the saturation of wheat machine is almost more than 110%, that is to say, there have been unused products, these products is more close to out life and can make use of the "old guy", therefore, agricultural machinery enterprise to deep terminal and revitalize the updated products demand, Will be following wheat harvester enterprises should focus on marketing strategy, anyway, create quality products and cultivate loyal customers, to provide services such as affection are never out of date, focus on market segmentation operation, provide differentiated services solution, believe that every enterprise has a lot of places can make a difference.

　　　　Third, wheat harvester accessories management has greater profit space.

　　　　At present, the social possession of wheat harvester is very large, which can fully meet the needs of wheat harvesting, and most users are very familiar with the wheat harvester. Most users maintain small faults by themselves. The huge possession of wheat harvester has a large demand for accessories, and the accessories market has a lot of room for improvement. Therefore, while paying attention to the complete machine market, we should also pay attention to the accessories market. Only through coordination and cooperation can we realize value complementarity and mutual promotion.

　　　　Fourthly, strengthening the service guidance and operation training of new products can help users to buy.

　　　　Wheat harvester upgrading rapidly, intelligent products, large-scale trend is obvious, therefore, the service for users must also synchronize with the market sales structure to upgrade. Agricultural machinery enterprises must do a good job in wheat machine service from two aspects, on the one hand, to provide adequate accessories support for old products and old models; On the other hand, it is necessary to provide new model users with accessories, technology, operation and other all-round training and guidance services, both of which are indispensable. In this sense, service forms and means must be constantly improved and upgraded.

　　　　Fifth, build an ecosystem to achieve integrated solutions such as mechanical harvesting, wheat drying and straw treatment to promote product sales.

　　　　At present and even in the future market, wheat harvesters have no competitive advantage by going it alone. No matter manufacturing enterprises, circulation enterprises or cooperatives, individual users, they must be transformed into comprehensive solutions, not only to complete the mechanization of wheat harvesting, More should give full consideration to large area, especially the central plains area natural drying of mildew, waste, such as road safety problems caused by a problem, vigorously promote mechanization drying after wheat harvest, and wheat straw baling recycling, feed, fertilizer, and mechanization of a series of measures such as processing and recycling Form the main food crop of wheat mechanization of the whole process of solution, to further expand product sales approach, whether joint related businesses attempt to build ecosystem, or scale enterprises to expand business scope, in view of the wheat crop from a kind of to tube, to collect, storage, processing mechanization has entered the mature stage, the whole process to implement complex operation is necessary.

　　　　Sixth, pay attention to the "second mobile phone" transaction, invigorate the market flow value of stock.

　　　　According to the industry, the renewal period of wheat harvester is generally 5-8 years, but with the rapid introduction of new products and product power delay in recent years, the upgrading speed of products is accelerated, and the renewal period is shortened significantly, especially in the cross-region operation, the vast majority of machines are new machines within three years. In fact, the actual update period of wheat harvester has started from the third year after the user buys it. According to industry statistics, the current update proportion of wheat harvester has increased from 10% to about 15%. Faced with huge wheat machine more than one million units of stock market, how to realize the market value creation after one of the focus of attention, has become the industry used trading, socialization service, accessories operating state and special accessories customized processing, etc., these business in the market under the background of incremental silence instead active, therefore, Do enough wheat machine two mobile phone transactions and other content of the stock market articles, or have more opportunities to obtain a small "cake".

　　　　Seventh, do a good job of product function complex modification services, improve the way to profit.

　　　　For wheat machine the demand of users for a variety of crop wheat mill enterprises especially terminal dealers, users should fully consider the old canopy, such as soybean, rapeseed, corn grain harvest technology solutions, such as custom and corn cutting machine assembly, help users to extend the time of operation, improve the rate of return, if the plan effectively, Or it will facilitate the transformation and utilization of many technical invention projects of the people, and perhaps collide more unknown sparks of invention and innovation, providing more beneficial promotion for future product upgrading.

　　　　Eighth, embrace the Internet and improve the wisdom content of traditional industries.

　　　　At the moment when the Internet is sweeping the world, the development of any industry cannot leave the network platform, which is an important tool. Both enterprises and users and intermediary organizations, therefore, must pay attention to the application of the Internet and function expansion, such as agricultural machinery online trading platform, mobile APP, WeChat, short video etc. This series of communication will create new market opportunities outside of traditional management mode, management diversity, is worthy of all farm machinery's deep thinking, The Internet is radiating its technological charm through smart phones, the "new agricultural tools" of farmers. Embracing the Internet, agricultural machines will be more intelligent, give better connotation to the traditional model, and form better mutual promotion.

　　　　In the next two or three years, high quality, weak, low speed operation or still is the wheat machine harvest market development of the new normal, based on product innovation, to meet the diverse needs of users, fine cultivation of the market, in the stock competition to find new market opportunities, is an effective strategy for agricultural machinery enterprises in an invincible position.