From a state-owned agricultural machinery company with a history of 60 years to a private agricultural machinery chain enterprise with more than 50 direct chain stores and secondary branches;From the single sales of agricultural machinery, to the cross-border business of automobiles, construction machinery, and expand to the whole agricultural industry chain;From selling small engines to building flagship stores and franchise stores of well-known international and domestic brands...
Along the way, Jiangsu Lihua Agricultural Machinery Chain Co., LTD. (hereinafter referred to as Lihua Agricultural Machinery) has paid a lot, but gained more.Walking into the office of Hou Jingzhong, chairman of Lihua Agricultural Machinery co., LTD., and seeing two piles of agricultural Machinery magazine placed on his desk, the reporter was deeply impressed and touched.
The reporter seems to understand the true meaning of lihua agricultural machinery's high-quality development. The core values of "creating value for customers, creating wealth for society and creating future for employees" are the soul, and the vision of "creating a first-class enterprise and building a century-old store" is the lighthouse.
Also has a history of more than 60 years of the journal of agricultural machinery, agricultural machinery industry is the authority of professional journals, and China agricultural mechanization, the advocacy, with China's agricultural machinery industry development and common progress, to "responsibility, innovation, cooperation, pragmatic" as the entrepreneurial spirit, to better serve the agricultural machinery industry development to go on, strive to build brand periodicals in one hundred.
This is probably the feelings of agricultural machinery people, in order to dream in the heart, silently pay, no regrets.
The transmutation of Lihua agricultural machinery

Hou jingzhong introduced that Lihua agricultural Machinery, formerly yancheng Agricultural Machinery Co., Ltd. established in 1961, was restructured into Lihua Agricultural Machinery co., LTD in 2009. At present, lihua mainly deals in agricultural machinery, automobile and construction machinery products and supporting businesses.With 60 years of professional experience accumulated in the field of agricultural machinery circulation, advanced business philosophy and flexible operation mechanism, Lihua Agricultural Machinery is committed to the construction of perfect circulation channels, and has established more than 50 direct chain stores and secondary outlets in and outside Jiangsu Province.
Unilever farm machinery, meanwhile, has successively set up agricultural machinery co., LTD., yancheng China yancheng China agricultural machinery co., LTD., yancheng huaqiang auto trade co., LTD brand franchise companies, such as construction complete long yasuda agricultural machinery brand flagship store, China yituo dongfanghong brand flagship store, John Deere brand flagship stores, and other domestic and international famous brand stores.
To broaden the business field, at the same time, develop agricultural machinery and agronomy of combining the compound talents, better serve the masses of large farming, family farms, agricultural cooperatives, 2012, unilever farm machinery in suqian sihong stone set township has formed a ten thousand mu demonstration farm, jiangsu houlihan lokey agricultural development co., LTD., mainly engaged in production and high quality rice, wheat breeding hybrid rice seeds,At the same time, the construction of agricultural machinery and agronomy complex talent training base.
Lihua Agricultural Machinery's annual sales volume of agricultural machinery is nearly 1 billion yuan, ranking in the forefront of the "Top 100 Enterprises of Agricultural machinery circulation" for many consecutive years, and has become a bright name card in the field of agricultural machinery circulation."Buy agricultural machinery, looking for Unilever" profound interpretation of its position in the hearts of users.
The three first-class: product, service and reputation
All the time, Lihua agricultural machinery has always abided by the "first-class products, first-class service, first-class reputation" business philosophy.
Speaking of the cooperation with Kubota, Hou jingzhong is full of feelings, "After Kubota entered the Chinese market in 1998, we began to cooperate with Kubota, and we are kubota's first dealers."The reason for choosing Kubota is that the company has always adhered to the strategy of "high-quality products and famous brands". "We operate selectively, make first-class products if we want to, and make this product bigger, stronger and lasting. This is our guiding ideology".
As a distributor, the quality, performance and quality of the product itself is no doubt the first, but the establishment of user reputation, is to really urgent users urgent, want to users think, step solid work out, which requires "professional, fast, value-added service".Lihua agricultural machinery will define itself as a "service" enterprise.
"Our service has three main features," Hou explained.The first is "all staff" service, the company's employees are either for the user service, or service personnel service;Second, "all-weather" service, as long as the user needs, service staff will be the first time to respond;Third, "sincere" service, do it earnestly, do not engage in formalism.
In order to promote the Kubota brand better, Yancheng Huahui Agricultural Machinery Co., Ltd. set up a professional sales team, service team, parts supply team, etc., business processes are strict with high standards, and then took the lead in the industry to establish kubota brand flagship store, all the work is a big sublimation and improvement.
Taking The Flagship store of Kubota brand as a template, Lihua agricultural Machinery has successively established flagship stores of other brands, which is one of the few in the agricultural machinery industry and the "pioneer" of relatively early development."Based on our solid work, even in recent years when the industry was in a bad situation, kubota's product sales have risen steadily, with annual sales reaching 200 million yuan and a large number of loyal users."
Yancheng is a large agricultural city, with more than 20 large farms. More than 80% of the agricultural machinery used by these farms is provided by Lihua Agricultural Machinery sales. Hou jingzhong believes that this is mainly due to the company's "integrity" concept.Do business first, whether it is to the upstream production enterprises, or to the downstream users, integrity is the most important, commitment must be done, encounter things transpose, for each other's sake.
"Dealers and Oems support each other, strong alliance, forming a strategic cooperative relationship, mutual achievement, jointly promote the development of the cause;For users, our goal is to create value and provide solutions so that users can make money when they buy agricultural machinery."Hou Jingzhong has a profound understanding of the relationship between production enterprises, distributors and users.
Based on this kind of mind to do great things and forward-looking strategic thinking, in the trough of the industry, the sales of some well-known brands of lihua agricultural machinery products rose instead of falling, which held the "position" for the enterprise."Our biggest strength is solid growth and confidence is more important than gold, especially when the industry is in a bad situation.Look at the positive and think of the long term.
At the beginning of 2020, there was a downward forecast for the development of the industry. To encourage employees to do a good job, we raised employees' salaries. This shows that we are full of confidence in the development of the agricultural machinery industry.Hou jingzhong said.
Summarizing the most important experience of lihua agricultural Machinery development and growth, Hou Jingzhong believes that "people-oriented", people are the first, is the most important and precious resources of the enterprise.The company fully mobilizes and gives full play to the enthusiasm of each employee, arranges them in appropriate positions, and formulates a number of incentive measures.
In addition, to create a pleasant, harmonious and equal working environment for employees, never actively dismissed employees, and few employees quit, "so we can develop for a long time, which is also in line with our long-term development vision: to create a first-class enterprise, to build a century-old store".
Focus on the overall situation of agricultural development, build a century-old store

In this respect, Lihua Agricultural Machinery has taken solid steps. It not only sells agricultural machinery, but also extends to the whole agricultural industry chain, such as agricultural materials sales, scrap agricultural machinery recycling, second mobile phone service, farm operation, unmanned farm and so on.
With labor in short supply and costs rising, the question of who will farm the land needs to be solved, and how to make farmers a decent occupation?"We think that intelligence and information technology is the future direction of development, so that farmers can move from operating machinery in the field to remote monitoring of machinery in the office."Hou jingzhong said.
Unilever agricultural machinery cooperation with high-tech companies, the unmanned experimental demonstration farm work, the application of precision agriculture technology including unmanned automated driving technology, unmanned automatic spraying technology, intelligent irrigation system, variable (fertilizer) system, applying pesticide production monitoring system, farmland information collection system, agricultural machinery remote monitoring and scheduling system, etc.
"On the one hand, the purpose of our unmanned farm is to let the local large farmers and family farms see the effect of reducing human resources, saving costs and increasing efficiency, and promote the technology and equipment related to unmanned farm to them.On the other hand, this model should also be replicated in lihua agricultural Machinery's demonstration farm operation of 10,000 mu."Mr. Hou is optimistic about the future of unmanned farms.
He also suggested that the state and local governments at all levels should continuously increase investment in agriculture to improve farmers' income, so that farmers can have more funds to continue to invest in agricultural production and form a benign ecological cycle.In addition, the cultivation of various agricultural talents is the foundation of the development of modern agriculture. Only when high-quality talents devote themselves to agricultural cause, modern agriculture will have a better future.
Only by focusing on the overall situation of agricultural development can we know what we need to do and what we can become in the future. "The future determines the present".With a history of 60 years, Lihua Agricultural Machinery co., LTD. (Yancheng Agricultural Machinery Co., LTD.) has embarked on the starting point of a new journey, continuing to contribute to the promotion of China's agricultural mechanization and modernization, and making unremitting efforts to build a century-old store.