To explore the development trend of corn harvesters and find marketing strategies

The development of the corn harvester in China will have a period of incubation. At this stage is still in the development period, this market also needs training and guidance. This boom contains many "heat" of the wheat harvester's heat, not true "self-heating." The development of corn harvesting machinery needs continuous improvement and improvement, and it also needs to increase the promotion and propaganda.

Business competition trends With the addition of agricultural machinery giants such as Futian, Shifeng, Yimao, and Longgong, the increase in actual demand, and the guidance of the country’s macroeconomic policies, the corn harvester market will soon end its high growth period. Market share will quickly be concentrated in large enterprise groups, and some companies that are fast growing and have core advantages and comprehensive strength will survive. The technical level, product quality, and services of the corn harvest industry will all be improved, and users will receive more benefits and values.

Corn planting distribution area

The spring sowing maize area in the north mainly consists of three provinces in the northeast, Inner Mongolia and Ningxia. The planting area is stable at more than 6.5 million hectares, accounting for about 36% of the country; the total output is more than 27 million tons, accounting for about 40% of the country.

The summer sowing area of ​​Huanghuaihai Plain is dominated by Shandong and Henan. The planting area is about 6 million hectares, accounting for about 32% of the country. The total output is about 22 million tons, accounting for about 34% of the country.

The corn fields in Southwest Mountainous Region are mainly Sichuan, Yunnan and Guizhou, accounting for about 22% of the country's total area, and the total production accounts for about 18%.

The hilly corn area in the south is dominated by Guangdong, Fujian, Taiwan, Zhejiang and Jiangxi. The planting area is 6% of the country, and the total output is less than 5%.

Northwestern Irrigation Maize District, Xinjiang Uygur Autonomous Region and parts of Gansu Province. Planting area accounts for about 3.5% of the country, and total production accounts for about 3%.

Market demand analysis

At present, the level of corn sowing in the country has reached 60%, while the machine harvest rate is only 6.8%. The machine harvest level has become a bottleneck restricting the full mechanization of corn. The artificial harvesting of corn and straw processing have become the most arduous manual labor for farmers in the northern region. According to statistics from related departments, artificial harvesting (including picking and cutting and transporting straw) requires at least 5 man-days/mu. At 30 yuan/day, the harvesting cost of corn is at least 150 yuan/mu. Many local farmers burned corn stalks and caused serious environmental pollution.

It is understood that a large number of rural young and middle-aged labor forces have turned to non-agricultural industries. The main reason for this is that it has been difficult to meet the requirements of grabbing and harvesting in the busy farming season. Accelerating the development of corn harvest mechanization is imminent. China has also increased subsidies for corn harvesting machinery.

In the development of corn harvester products, single-row backpack corn harvesters will gradually be eliminated. Multi-row (3 to 4) knapsack corn harvesters will be the preferred model in recent years, and self-propelled corn combine harvesters will be the mainstream in the future. Models will occupy the mainstream market in 3 to 5 years.

The current mainstream model is a four-line machine, and it will develop more than six lines of large-scale, specialized, and intelligent models. In some suitable areas, self-propelled direct threshing corn combine harvesters are the ultimate direction of development.

Exploring marketing strategies

Product competition strategy. The first is to conduct effective market segmentation and provide different products for different users.

Price competition strategy. The product market life cycle can generally be divided into four stages of cultivation period, growth period, maturity period and recession period. The corn harvester market is still in market growth. During this period, the competition manufacturers are gradually entering, the market concentration is low, the user is immature, and the products are in the growth period. It is appropriate to use high-input, high-price marketing strategies to quickly obtain profits. The benefits of this strategy are: first, it can establish a high quality, high quality, high price image; second, it can provide adequate financial support for future market development.

Differentiate marketing. At present, the homogenization of the technology, structure and appearance of domestic corn harvester products is serious. We must dig deep into the unique selling points of our products and implement differentiated marketing to make our products stand out. "There is no mediocre product, only mediocre marketing."

Service competition strategy. Service is a marketing tool that can provide high added value and effectively distinguish it from competitors. At present, there are no stereotyped products for the corn harvester products being promoted. There are numerous types of models, and the social matching parts are fragmented. The fittings market is difficult to form and seriously affects the promotion of corn harvesters in the Northeast. Supporting services is a magic weapon for the success of the Northeast corn harvester market. If a corn harvester manufacturer wants to succeed in the Northeast market, it must establish a marketing logistics support system such as a parts center library and a service center before the product is brought to market. In addition, we must make effective use of the power of social services, such as local distributors and service providers, and even rely on government agricultural machinery extension agencies and local agricultural machinery cooperatives.

Channel competition strategy. One is to choose the most powerful distributor. The second is to strictly define dealers' rights and business scope. The third is to implement dynamic management of distributors and win the fittest. Periodically assess the dealers, eliminate obsolete or unqualified dealers, and choose and train better dealers.