On July 30th, the “Study on Strategic Development of China's Agricultural Machinery Circulation and Seminar on the Exchange of Modern Marketing Methods and Management Experience†organized by China Agricultural Machinery Circulation Association was held in Changzhou, Jiangsu Province. More than 120 industry leaders, experts and production, distribution companies, and tangible market representatives discussed the current status of China's agricultural machinery circulation industry and its development strategy and provided advice and suggestions.
Industry development presents five trends
As an indispensable and important part of China's agricultural mechanization business, agricultural machinery circulation is the bridge and link between agricultural machinery production and farmers' users, and it is also an important content of China's rural market system construction. Since the reform and opening up, under the joint efforts of all parties, the development of China's agricultural machinery circulation industry has achieved remarkable results. According to Ma Shiqing, inspector of the Agricultural Mechanization Management Department of the Ministry of Agriculture, its development is mainly reflected in the following five changes.
First, changes in the distribution pattern. A large number of private agricultural machinery circulation enterprises have grown rapidly, basically forming a diversified agricultural machinery distribution structure consisting of private agricultural machinery marketing companies, agricultural machinery tangible markets, and agricultural machinery manufacturing enterprise sales departments.
The second is the change in circulation methods. The traditional business model has undergone great changes. Modern circulation has gradually been introduced, and the agency system has basically been implemented. The distribution business is more diversified. In particular, the tangible market for agricultural machinery has developed rapidly. For example, agricultural machinery supermarkets and agricultural machinery markets have been injected into the circulation of agricultural machinery. New energy.
The third is the change of operating mechanism. Initially established a new mechanism to meet the requirements of the development of a market economy. Regardless of reformed, restructured or emerging enterprises, most enterprises basically established a modern enterprise system including the employment, distribution and property rights systems, introduced a new type of marketing management model, and gradually began to enter a virtuous circle.
The fourth is the change in the relationship between production and sales. After the baptism of the market economy, production and circulation have basically formed a relationship of complementarity and complementarity. The functions of circulation service production, circulation promotion production, and circulation guidance production are gradually emerging.
Fifth, changes in service methods. Regardless of whether it is a production or distribution company, it is now possible to closely focus on the adjustment of the agricultural production structure, serve the “three rural issues†as the center, closely follow the market, adapt to the market, serve and control the market, and strive to provide advanced technology for the vast rural areas and farmers. , Applicable, Reliable Agricultural Machinery Products.
Three major issues plagued the development of the industry
Relevant experts believe that the circulation of agricultural machinery, as a very weak link in the agricultural mechanization system, is still in the primary stage of development and there are three outstanding problems.
First, from the perspective of the agricultural circulation enterprises themselves, the problems of “small, scattered, chaotic, weak, and lacking†are still very prominent. At present, there are widespread problems: small scale of operations, poor economic returns, poor management facilities, weak infrastructure, weak anti-risk capability, low degree of organization, lack of large scale agricultural machinery distribution companies, severe vicious competition, chaotic market order, lack of practical agricultural machinery personnel In particular, there are serious shortages of middle and senior management specialists, such as various kinds of urgently needed agricultural machinery marketing and maintenance.
Second, from the perspective of the development environment for the circulation of agricultural machinery, the agricultural machinery circulation industry has for many years lacked the necessary macro-control, guidance and support, and its development potential is seriously insufficient.
There is a lack of systems and mechanisms for the overall coordination of the agricultural circulation industry. Due to the many reforms of government institutions in history, the management of China's agricultural machinery circulation industry has not been fully incorporated into the construction of China's agricultural mechanization service system and rural market system.
The construction of laws and regulations related to the circulation of agricultural machinery lags behind, resulting in the problems of inadequate access control of the agricultural machinery market, unregulated trading practices, and disordered market order. In particular, businesses and individuals who do not have after-sales service capabilities, do not have a certain business location and necessary funding conditions, can easily open a company to operate agricultural machinery, so that the legitimate rights and interests of farmers cannot be protected.
The national fiscal and taxation policies have provided little support for the "public welfare" and "fundamental" construction projects in the circulation of agricultural machinery. Although in recent years, the state's support for the “three rural issues†and the agricultural mechanization business has been increasing year by year, due to the management system, the state’s support for the circulation of agricultural machinery is almost zero.
At the same time, agricultural circulation enterprises still have problems such as financing difficulties. Due to the small scale of agricultural circulation enterprises, low risk resistance capacity, and difficulty in credit evaluation, it is difficult for financial institutions to provide the necessary financial support for the development of agricultural circulation enterprises.
Third, from the perspective of the function and role of agricultural machinery circulation, China's agricultural machinery circulation is not enough to promote production, guide consumption, and serve users, especially in terms of functions and functions in reducing costs, improving efficiency, and efficiency through circulation.
Multi-party cooperation to promote the development of the industry
How do agricultural circulation enterprises establish their credit, obtain the trust of production companies, and enter the marketing network of production companies to achieve better development? Cui Benzhong believes that circulation companies should establish a bundled cooperation relationship with production enterprises. Build large-scale groups of distribution companies, and combine production companies, scientific research institutions, distribution companies, and agricultural machinery markets. Circulation companies need to attach great importance to their own service levels and service quality.
“The quantity and structure of the circulation industry cannot adapt to the development of the agricultural machinery industry, nor can it adapt to the situation where the purchase subsidy is intensified.†As a manufacturer, Shen Yu, Executive Deputy General Manager of Shanghai New Holland Agricultural Machinery Co., Ltd. expressed to the China Industry News reporter The circulation of agricultural machinery should consider implementing standardized management and large-scale operations. Some of the policies can be piloted in provinces and regions where conditions permit. After the implementation of subsidy policies, the phenomenon of irrational network outlets is widespread. Inter-provincial coalitions can consider inter-provincial coalitions to be strong and weak; and agricultural machinery circulation generally lacks a talent market. Capital markets, among other things, should consider establishing a property rights trading market so that relevant new technologies can be industrialized through this market.
Agricultural machinery chain operation, as a new mode of operation in the field of agricultural machinery circulation in China, has played a role in changing the “small and scattered†industry structure of the agricultural circulation industry. However, due to the lag in the unified planning of agricultural machinery chain enterprises, the further development of agricultural machinery chain operations is grave. The fragmented administrative management system makes it difficult for chain enterprises to cross-regional operations; lack of policy support, the construction of logistics enterprises in circulation enterprises lags behind, thus restricting the scale development of chain enterprises.
As a promoter of chain operations in distribution companies, Wang Xinming, chairman and general manager of Sichuan Jifeng Agricultural Machinery Chain Co., Ltd., suggested implementing relevant preferential policies of the country, supporting the strong and powerful backbone circulation enterprises, and promoting cross-provincial chain operations (City, The district piloted the project and rapidly formed a group of regional leading enterprises, thereby affecting and leading the healthy, orderly and sustainable development of the national agricultural machinery circulation industry.
The introduction of a national agricultural machinery purchase subsidy supplier management measures to effectively resolve industrial risks, reverse the trend of the mainstream enterprises being marginalized, improve access thresholds, and in particular, clarify the qualification conditions for provincial general agents and provincial regional distributors. Wang Xinming hopes to launch anti-competition and unfair competition activities in the industry. He also hoped to break through the difficult points in the implementation of agricultural machinery purchase subsidies, such as clear and operative regulations on the settlement cycle of subsidies, and strive to reverse the situation in which capital circulation efficiency and efficiency of agricultural machinery circulation enterprises are declining. In addition, agricultural circulation enterprises are encouraged to participate in the construction of a tangible market for agricultural machinery, and the construction land of agricultural machinery chain leading distribution centers will be included in the national standard management of industrial land, and the modernization of agricultural machinery logistics will be promoted.
Shen Guangshu, deputy director of the Jiangsu Agricultural Bureau, revealed that at present, Jiangsu is piloting a circulation enterprise commitment system, that is, companies sign a commitment letter before selling agricultural machinery to ensure that there is no problem with product quality. "The commitment system will play a restrictive role for circulation enterprises." Any company that signs a commitment system will be severely punished if there is a problem with the product.
Ma Shiqing believes that continuously improving the service quality of agricultural machinery is also an important driving force for the development of agricultural machinery circulation enterprises. Enterprises should pay attention to the domestic and international markets and the internal and external forces of the two companies. The Agricultural Machinery Circulation Association plays an important role in promoting the development of agricultural machinery circulation. The research on agricultural machinery circulation strategy is a manifestation of vision and can promote the health of agricultural machinery business. development of.
How Agricultural Machinery Circulation Industry Adapts to Five Changes
"Performing the circulation of agricultural machinery is an important support for enterprises to adapt to the market economy." The chairman of the China Agricultural Machinery Circulation Association, Cui Ben-chung, told the China Industry News reporter a few days ago that the role of agricultural machinery circulation in the development of the rural economy and the promotion of agricultural mechanization is increasingly significant. Revitalizing the circulation of modern agricultural machinery is a large, systematic comprehensive project.