"The first is to mix does not dispute", "when two and a half days a day, with" weifang diesel Chai Wenhua under the action of strong, after the restructuring of weifang diesel Chai Lei walter very grab an eye in the first half performance, it is said that sales and sales have increased by 60% year-on-year, weifang diesel Chai Lei sweeps apathy, again become full of vitality and has achieved impressive performance, this let us see the power of a strong culture.
"Not to be the first is to mix" this slogan is very good, and the market economy itself is not survival of the fittest, not to advance, there is no future, not to be the first to never slack off, then the problem comes, in the red Sea in the agricultural machinery industry, how to become the first?
One, absolute sales produce absolute number one
The real number one must be the number one in sales. In market competition, the number one in sales is often more important than the number one in sales and profit. Only by holding the number one market share can scale effect be realized, the largest market share and the dividend of Matthew effect be enjoyed.
So agricultural machinery enterprises in the market competition in the initial goal and the ultimate goal should be unified, that is to contend for the first market.
To become the first, it is necessary to maintain sustained growth, and to be higher than the average growth rate of the industry and the growth rate of competitors. The inherent attribute of sales volume is growth, and only growth can be eternal. In this respect, domestic enterprises should learn from Jiangsu Wode.
For 8 consecutive years, Wode has maintained the first place in the industry of full-feed rice combined harvester. Every time wode enters a new field and launches a new product, it will achieve sales breakthrough faster than its competitors.At present, Wde ranks in the top three in rice transplanter, baling machine, plant protection machine, tractor, sugarcane combined harvester, wheat combined harvester and other categories in the industry or has the strength to rank in the top three. The secret of wde's success is the absolute sales volume.
The author observed that every time Wode entered a new field, it always launched products quickly, was not afraid of problems, constantly iterated in market verification, and finally had competitive products that had been strictly tested by the market, such as rice transplanter and baling machine.
Wde entered the rice transplanter market in 2015. At that time, the rice transplanter industry pattern was very stable. Kubota, Yangma and Igoseki had an absolute monopoly position, but the opportunity always exists, as long as we grasp the weakness of competitors and do better than competitors.
World do not have any advantages for rice transplanter, world in learning competitors at home and abroad on the basis of rapid prototype rapidly into the northeast market, quality, structure, service the first prototype has many problems, such as the ratio of return machine is very big, the world according to the market feedback quickly to improve products and perfect service,In the second year of increase production to increase the number of machines on the market, the market is still not approved, there are still large quantities of giving a refund or an exchange machine phenomenon occurs, this time to collect the feedback information of more, more targeted product improvement, the third year of iterative machine more mass on the market, although there is still a return machine phenomenon, but the proportion is very small.
When the author visited markets in Heilongjiang and Jilin in the spring of 2021, users had already recognized Wode, Xingyueshen and other domestic rice transplanters. The feedback from the market was that Wode's machines were becoming more and more stable in quality and had a high cost performance advantage. Users were willing to buy them and became a strong substitute for Japanese products.
In 2020, Wde rice transplanter achieved the achievements of 4000 high-speed transplanters and 6000 hand-operated transplanters. According to the information obtained from the supply chain, wde high-speed transplanter will have a stock volume of 7000 in 2021. According to the development at this rate in less than 3 years, Wde will surpass Japanese brands in the transplanter industry and become the first in the industry.The story of the all-feed rice harvester will be repeated.
Second, create a new category to become the first
Trapped in the red Sea competition, companies are struggling to survive. Survival is the biggest strategy, so they do not have the heart to compete for the first place.
It is not easy to overtake in corners, and it is easier to become the first one by creating the track. Specifically, it is to create a new category in their own industry, seize the market opportunity, and push themselves to the first place.
Through innovation category to become the first, in the agricultural machinery industry there is a very vivid and typical case:
Hunan dragon boat company in the whole feeding rice combine after defeated in the competition, the rice combine chassis and paddy field rotary cultivator combined invented a call self propelled rotary cultivator of agricultural machinery, which created a new category, the dragon boat is the pioneer the rotary cultivator, is also is a recognized industry first, after this kind of products become an independent product category,And was accepted by the national agricultural machinery purchase subsidy system, positioning as self-propelled crawler rotary cultivator, 2020 self-propelled rotary cultivator sales more than 50,000 units, this product can also be called paddy field rotary tillage special tractor.
Third, through the price war to become the industry first
Pricing sets the world!Lowest price can be the means of competition also can be the best competition, price competition is a kind of ability, weak companies can launch a price war, but enjoy less than the price, really benefit on the price war is capable of a price war and have the ability to price war through to enterprise, finally turn out many competitors,To become the number one in the industry.
Specialize in price of domestic enterprises have a lot of, galanz and shuanghui is one of the outstanding person, the two companies with the price war of long-lasting almost all competitors out of the door, the two companies compete on price of bottom spirit is excellent cost control ability, but also from the cost control ability scale, both the quality of products more than rivals,But the price is even lower than fake products, there is no reason for users not to choose Galanz microwave oven and Shuanghui ham sausage, so far the price of Galanz and Shuanghui is still the lowest in the industry, most competitors have been eliminated.
Agricultural machinery industry also has a price war master, such as high-speed rice transplanter industry star moon god.The brand focus on high-speed transplanter, the company's strategy is to use the hand-held rice transplanter price to sell high-speed transplanter, replaced the hand-held rice transplanter with low-cost high-speed transplanter, according to the author understands the situation in the northeast market this year, the company petrol version 6 rows high-speed transplanter, the subsidy after the users only need to pay 27000 yuan, and the factory also to send and deep side fertilizing device,The price is about the same as a hand rice transplanter.
The company's strategy is correct, in recent years, the proportion of domestic hand transplanter is constantly reducing, the company's high-speed transplanter to become the first domestic brand, is currently hitting kubota, Yang Ma's market, the company's goal is to become the first domestic high-speed transplanter industry.
4. Become the individual champion in subdivided fields
In "Invisible Champions: Pioneers of The Future of Globalization," shulman writes."Focus is what makes you the best," Simon says.Whoever tries to win gold in both the 100 meters and the marathon will fail in both races, and concentration is an indispensable condition for optimal performance.
Most invisible champions focus on a very small area ". For example, Fleisch only produces dog chains. The company is the world's invisible champion in dog chains, producing 90% of the world's dog chains, with more than 300 variations.
To become an individual champion in a subdivided field is to become the first in a subdivided sub-industry in a big industry, but it is best to be not fully competitive or has not been discovered by the opponent of the industry, there are some subdivided sub-industries through careful cultivation will become a big industry.

Fifth, the single model of the largest sales become the first
In tractors, combine the large category of industry, to become yituo dongfanghong, ray, heavy industry, world agriculture industry bosses are loaded into the comprehensive strength is very strong difficult, not happen overnight, but the long-term efforts and business opportunities, the outstanding enterprise's comprehensive strength, belong to the universal player, generally it is very difficult, it is difficult to copy full beyond,However, in a certain segment of the field or a certain link, small enterprises can also surpass large enterprises to become the first industry.
For example, In 2020, Huaxia became the sales champion of 1804 tractors.1804 tractor is a mainstream power segment with large domestic demand. In 2020, the total sales volume of the whole industry is 17,700 units, realizing sales volume of 3.69 billion yuan. The top ten best-selling 1804 brands are estimated to sell 9,500 units, accounting for 54% of the total sales volume, of which shandong Weifang Huxia Company sold 1,600 units, accounting for nearly 10%.In addition, Huaxia's share in 2004, 2104, 2204 and other high-horsepower tractors is also in the forefront, showing the overall strength of Huaxia in high-horsepower tractors.
Although there is a certain gap between Huaxia and Yitao Dongfang Hong and Weichai Levo in terms of overall strength, in the tractor field of 180 horsepower and output, Huaxia has outstanding cost performance and strong competitive advantage, especially in 1804 horsepower, which is the first and also the first in a single model.As long as enterprises dig deeply and consciously publicize the advantages of this single link, the sales of enterprises will also have a great pulling force.
Sixth, become the first through professional focus ability
Famous strategic marketing expert Michael.Porter believes that enterprises have only three strategies: cost leadership strategy, differentiation strategy and specialization strategy. Generally, large companies are suitable for cost leadership strategy, while small companies are suitable for differentiation and specialization strategy.
Simon said in "hidden champions" for hidden champions, professional and focus on the most important, the hidden champions have an average of 22 years of experience in market leadership, dedication of the market according to the height of the hidden champions focus and stability, many hidden champions are undergoing a process of refocusing, also is the reverse process of diversification.
Specialization requires an enterprise to become a unique expert in a segmented industry or even a certain link, and to continue to innovate and make progress, and become a real expert who has been "imitated, never surpassed".
Jilin Kangda Agricultural Machinery is such a small and medium-sized enterprise, the company focuses on conservation tillage for 15 years, is the domestic no-tillage seeder invisible champion, sales and share in the industry for ten years in a row, there are more than 200 brands of no-tillage seeder in China.Including Ma Siqi Mr Obama, the American great plains, Germany hao lion, Italy, Norway, Glenn matt mark senior multinationals such as brand, but in the domestic market, these big brand also can only act as a supporting role, the protagonist is always jilin kangda, investigate its reason is that our corporation understand domestic stability in farming the demand of the market, and more than ten years focused on corn no-till planter,It can produce products with the best working effect and cost-effective performance, so it has been the object of imitation, including foreign brands entering the Chinese market, but has not been surpassed.
Seventh, through the deep cultivation of regional market to become the local first
We can divide the domestic agricultural machinery enterprises into three categories. The first category is the national strong dragon, such as Yituo Dongfanghong, Weichai Revo, Kubota, etc.The second type is the regional local snakes, such as scrap iron, sichuan dragon, etc.The third category is the "sales but no market" of the earth dragon (also known as earthworm).
First, there should be the concept of time and space. First in the national market, first in the regional market, first in a specific small market is also the first, we can call this kind of first, as the saying goes, "a strong dragon beats a local snake", regional strong enterprises have strong survival ability.The biggest advantage of such enterprises is that they have a stable base market. From the development of domestic agricultural machinery in the past ten years, we can not take it for granted that the last surviving enterprise is Qianglong. Many Ditoushe enterprises have changed from one local ditoushe to several local ditoushe, and will eventually become a national Qianglong.
Zhengzhou longfeng is an enterprise with a history of 20 years plough with manufacturing, but in thousands of agricultural machinery enterprises have been unknown, beginning around 2010, zhengzhou longfeng decided to give up other small market and the deepening market in xinjiang, from imitation and learning first, then from the following to innovation, after spent several hundred yuan technology research and development costs,Longfeng products finally called the plough "graveyard" of xinjiang markets around the world, starting in 2015 from the R series, to B series, L series, has been in the market, in recent years has been the market similar products at home and abroad market sales champion in xinjiang, some king pin products and markets play in turn by ray Ken, nadia, Mr Besson multinational brands such as learning.
The efforts of Zhengzhou Longfeng broke the myth of "always imitating, never being surpassed" of multinational companies such as Rekon, Besson and Gran in The Chinese market, and ended the century-old embarrassment of "China cannot make a good plow", providing a model for the national agricultural machinery industry to catch up and boost the national confidence.
Zhengzhou Longfeng has obviously chosen the most difficult way to go, leading the market in Xinjiang, which is known as the "graveyard" of the global plough, and laying a solid foundation for the later national market expansion and return to the foreign market.
Eighth, high density and high frequency promotion to achieve sales first
More than a few most said is an enterprise's strategic choice, belongs to the category of "tao", but the enterprise finally win in the market, should be in the direction roughly right under the premise of the efforts of the "art", this is when it comes to marketing, marketing is the most useful tools "4 p", namely product, price, channel and promotion, promotion is a sales promotion,Will tell to agricultural machinery enterprise, the simplest and practical promotion tool is to promote demonstration activity.
Agricultural machinery industry have a famous distributor zhengzhou green yuan, the company from fugou county, henan to the whole country and from the millions of sales to 4.5 billion took less than ten years, the key to the success of the company is a big item via conference marketing package into a national brand of pesticides, yuan salesman's main job is to open the green industry, symposium and promotion presentation,The company's business staff per capita to reach 200, the bottom line is 100 one, the whole company held more than 100,000 meetings a year, it can be seen that its conference marketing emphasis and high density, through this simple marketing means to become the strongest dealer in the domestic pesticide industry.
Agricultural machinery industry shenzhen DJI technology promotion demonstration is also a model of the industry.
Shenzhen DJI is a high-tech company, but when promoting plant protection unmanned aircraft in China, the company did not adopt the lofty marketing means of high-tech enterprises. On the contrary, it adopted the most "local" promotion demonstration. In 2020, DJI launched dealers to organize more than 750 promotion demonstrations in county-level markets.Requirement for every big xinjiang xinjiang products cover areas of each county to carry out at least once a promotion presentation, 2021 big xinjiang to promote the goal of the presentation is 1500 games, by promoting presentation, xinjiang in the Spring Festival every year to steal a march on rivals before locking the second year of more than 40% of the orders, years after the main job is to organize production and supply,Through the promotion demonstration with high intensity, high density and full coverage, DJI's products entered the paddy fields, orchards, greenhouses and cotton fields, seized the minds of users and helped DJI defeat numerous competitors to become the leader of the domestic plant protection UAV industry.
Nine, through capital integration to become the first
Capital is a higher level of competition. When enterprises complete the original accumulation and need to become bigger and stronger, it is often difficult to realize the vision of enterprises by their own rolling development. The interaction between capital and strength can accelerate development.
The development history of the Global 500 shows that different enterprises have benefited from the help of capital at different times. The real big enterprises are to buy big rather than to make big.
Farm machinery industry, the real big business must have industry and capital strength double drive, John Deere, case new Holland, love family, klaas, long yasuda, the horse, went east are listed companies, big jiang can achieve rapid development, also cannot leave behind dozens of the billions of dollars of investment institutions of financial support.
JP Morgan through the acquisition of Carnegie Steel Company, annexed 785 small and medium-sized steel enterprises, ended the long-term chaos of the United States steel industry, the famous United States steel company, assets reached 1.5 billion dollars, is the world's first assets more than 1 billion dollars of the company, control 70% of the Production of American steel;Durant helped merge more than 200 auto companies into General Motors, ending the history of hundreds of auto companies in the U.S. market and agreeing to share the order of the auto industry with Ford.
Columbus discovered the new World, but JP Morgan reorganized the new World!The domestic agricultural machinery industry is looking forward to the JP Morgan, Rockefeller and Durant of China.
At present domestic agricultural machinery industry is in a dark state, each subdivision category has dozens or even hundreds of competitive brands, nearly thousands of agricultural machinery enterprise value added up to less than two-thirds of the John Deere, disorderly competition inevitably leads to the disorderly and long-term internal friction of the industry, will eventually slow speed of the development of China's agricultural machinery industry, let the dream of national agricultural machinery industry to catch up with.
Moderately concentrated and orderly competition to ensure the normal order of the industry's profits and the protection of enterprises in technology, research and development, management, investment enthusiasm, such as domestic agricultural machinery enterprises need to embrace capital actively, through independent listed to get the capital, the introduction of capital and other forms of support, study American love company by conducting a wide range of high density of industry mergers and acquisitions,Eliminate competitors, promote industry reshuffle, enterprises become the industry first, and ultimately achieve a strong enterprise and industrial empire.
Conclusion:The essence of market distribution is competition and striving for the top. In the competitive environment, it is difficult to do the tail of a rooster if it is not the head of a rooster. The domestic agricultural machinery industry will quickly complete the integration of the long tail and enter the orderly competition stage of "strong always strong".Will eventually pattern in the industry before the arrival of the first to a place for yourself, and get into the next round of industry cycle "pass", suggest that domestic agricultural machinery enterprises learning weichai power the idea of "the first is to mix does not dispute", "when the two and a half days with" one day, in time for space, becoming the first is the greatest charms, roh moo-hyun,No. 1 is hard to get rid of if you don't make mistakes.