It has become an inevitable choice for agricultura

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Building a new competitive advantage has become an inevitable choice for agricultural machinery enterprises. On December 1, according to the announcement on the implementation of the third phase national emission standards for diesel engines for non road mobile machinery issued by the Ministry of environmental protection in 2016, all agricultural machinery manufactured, imported and sold shall not be equipped with diesel engines that do not meet the emission requirements of the third phase. On December 1, according to the announcement on the implementation of the third phase national emission standards for diesel engines for non road mobile machinery issued by the Ministry of environmental protection in 2016, all agricultural machinery manufactured, imported and sold shall not be equipped with diesel engines that do not meet the emission requirements of the third phase

since then, China's agricultural machinery industry has fully entered the national three times. The implementation of the "three country switch" is an important measure and means to implement national policies and promote the development of the industry. At present, the agricultural machinery industry has shown the phased characteristics of structural optimization, quality improvement and efficiency increase, and growth adjustment. Grasping the development trend and building a new competitive advantage has become an inevitable choice for agricultural machinery enterprises

it is of great significance to switch to the third national standard

environmental protection is urgent, and upgrading diesel engine emissions to the third national standard is an inevitable choice. At present, the nodes, paths and tasks of implementing the country three handover are clear. For agricultural machinery enterprises, the earlier the switch, the easier it is to grasp the initiative of market competition

strong promotion at the policy level. Driven by a series of national policies to strengthen and benefit agriculture, the transformation of China's agricultural machinery industrial structure has been steadily promoted, the upgrading of agricultural machinery products has been accelerated, and the level of agricultural equipment has been steadily improved, which has strongly supported the development of agriculture, rural areas and farmers. At the same time, the problem of energy conservation and emission reduction of agricultural machinery has become increasingly prominent. Saving agricultural machinery fuel and reducing the emissions of sulfur dioxide and carbon monoxide from agricultural machinery operations have become an important task. In order to promote the emission reduction of non road machinery pollution and improve the quality of the atmospheric environment, according to the requirements of the law of the people's Republic of China on the prevention and control of air pollution and the action plan for the prevention and control of air pollution, and in combination with the particularity of the agricultural machinery industry, the relevant government departments have implemented the third stage standard of the emission limits and measurement methods of exhaust pollutants from diesel engines for non road mobile machinery (China's third and fourth stages) (GB) step by step. In terms of main engine sales, from December 1st, 2016, all agricultural machinery manufactured, imported and sold shall not be equipped with diesel engines that do not meet the requirements of the third stage of the non road standard. The implementation of the national three emission standards can significantly reduce the gaseous and solid substances that pollute the environment, such as nitrogen oxides, carbon hydrides, carbon monoxide, particles, etc. the annual emission of nitrogen oxides can be reduced by more than 2million tons, which can effectively alleviate the increasingly severe pressure on environmental protection

steady optimization at the industrial level. The national three-year switch will promote the implementation of a new round of technological transformation and upgrading of the agricultural machinery industry, and accelerate the upgrading of manufacturing equipment, core technology, products and services, which is of milestone significance to the development of the agricultural machinery industry. The national three-year switch of agricultural machinery products is a systematic project. Due to the poor operating environment of agricultural machinery products, scientific planning, system optimization and comprehensive solutions are needed from the stages of design, testing, small batch launch, continuous improvement, batch sales and after-sales service. The basic configuration of tractors, harvesters and other products needs to be re optimized, and diesel engine enterprises are required to have corresponding technical accumulation and manufacturing experience; The main engine enterprises should achieve the integration and coordination of R & D, manufacturing and sales, improve the matching of diesel engine and main engine, comprehensively improve the function and performance of products, and improve the competitiveness of domestic and foreign markets. At the same time, the country three switch can improve the industrial quality of the whole value chain link of R & D, procurement, manufacturing, sales and service, accelerate the upgrading of the traditional manufacturing industry chain, manufacturing technology innovation and application, effectively improve the competitive ecosystem of the whole industry chain, and realize the structural upgrading of terminal demand to drive the improvement of supply side structural quality

the need for energy conservation and environmental protection. About 20% of the total annual diesel consumption of more than 100 million tons in China is used for all kinds of non road mobile machinery. Domestic diesel engine energy consumption is about 30% higher than the foreign average level, mainly small and medium-sized, low-end products, low efficiency, high energy consumption, emissions exceed the standard. These non road mobile machines are one of the important emission sources of nitrogen oxides and particles. At present, the emission control technology of engine pollutants of agricultural machinery products in China is relatively backward, and it is preliminarily estimated that the annual emission of nitrogen oxides is more than 2million tons. From the aspect of farmland operation, the diesel consumption of tractor tillage and land preparation ranked first, and the harvesting machinery operation and planting machinery operation ranked second and third respectively; From the perspective of regional diesel consumption, winter wheat area, northeast and other major grain producing areas consume more diesel. As an important measure of environmental protection, implement the national three-year switch, reduce the emission of pollutants from agricultural machinery products during spring ploughing, three summer and three autumn operations, reduce smog, increase the days of blue sky and white clouds, and improve air quality; Reducing diesel energy consumption and improving operation income have been recognized, understood and welcomed by the majority of agricultural machinery users

practical problems still need to be solved

the national three-year switch of agricultural machinery products is a systematic project, which requires the coordination and joint efforts of all parties. At present, there are still three constraints on product quality, market demand and user purchasing power in the country three switch

manufacturing and service capacity constraints. The essence of the third country switch is the upgrading of enterprise manufacturing capacity. At present, only about 10% of agricultural machinery products in China have reached the international level and the international advanced level, and the remaining 90% of products are equivalent to the level of foreign developed countries before the 1970s, which is far behind the level of agricultural machinery manufacturing in developed countries. Key components such as electronic control technology of national third-party products are still controlled by others, which is difficult to meet the manufacturing needs of batch switching, and the independent innovation ability of enterprises is limited. The agricultural machinery country in Europe has a transition period of 7 years, which is the R & D, manufacturing and load capacity of the traditional industrial power with more than 200 years of experience. Only the leading enterprises in China's diesel engine industry have many years of experience in R & D and manufacturing, and most enterprises still do not have the ability of R & D, trial production, supporting and continuous improvement in the short term. The third country should keep up with the switching of maintenance facilities. As some host enterprises still put their experience on the second country products, it has become an urgent problem to improve the skills of service personnel as soon as possible

restrictions on users' purchasing power. From the perspective of machine purchase subsidies, the amount of national subsidies was reduced by 10% in 2016, and some regions have reduced large and medium-sized tractors and harvesters again in combination with the actual situation. In some areas of dongmai District, the subsidy amount of major models of large and medium-sized tractors was reduced by 21%~36% year-on-year, and the purchase cost of users increased in the same period. The uncertainty of local subsidy accumulation policy, the early overdraft losses of dealers in some regions are serious, and the sales enthusiasm is frustrated; Some regions purchased machines in advance in the fourth quarter of 2015, overdrawing some spring market demand. The middle and low-end products in the region are close to saturation, the operating income is reduced, the user's purchase cost recovery cost is extended for 1~2 years, and the purchase enthusiasm is reduced. The price adjustment of some grain crops, unsalable agricultural products, and the reduction of regional grain production caused the decline of users' purchasing power. In addition, due to the price rise of national third tier mainframe products, new users are not enthusiastic enough to purchase machines, delaying the purchase demand

influence of product promotion effect. From the perspective of subsidy factors, product archiving between regions has the characteristics of inconsistent time, inconsistent standards, centralized and decentralized, and the progress of regional subsidies varies. From the perspective of terminal performance, in 2016, due to the limited time switching of the national third engine, some main engine manufacturers were worried about the safety of payment for goods, and generally required dealers to pay first and then pick up the goods, changing the previous sales mode of selling goods first and then asking for money. Dealers are worried about the increase in loan interest and the risk of failure to sell, and the purchase volume has fallen sharply year-on-year. The price of Guosan machine has been raised significantly, and the performance and service guarantee have yet to be verified by the market. Dealers are unwilling to purchase more, and users linger and wait. From the perspective of users' purchase process, users are generally worried about product quality in the early stage of purchase. It's mainly because I'm worried about not being able to operate, the ability of quality assurance, the quality of the engine and the reliability of the product. I always hope that other customers can buy it after verification. After the purchase of rigid demand, leading enterprises such as China Yituo have reliable product quality, guaranteed service, increased benefits, and saved about 10% of fuel consumption per mu. Market reaction and effect are recognized by users

re plan the development path

do not fight unprepared battles. In the face of the development task of national third party transition and product upgrading, agricultural machinery enterprises should continue to improve their innovation driving ability, optimize manufacturing, service and competitive resources, reshape their new development path and business model, and further improve their competitiveness

improve product quality and service guarantee ability. The third country upgrading is the system integration and upgrading of the whole agricultural machinery manufacturing value chain and industrial chain. It needs to concentrate the advantageous resources of enterprises and dealers, improve the collaborative ability, and achieve new transformation breakthroughs. Implement the coordination of design, procurement, manufacturing, quality, sales and other elements, promote the integrated design and matching of diesel engine and main engine, and smooth the channel of product development. Reduce product pain points, improve product selling points, comprehensively promote the integration of agricultural machinery and agronomy, and effectively improve product functions, performance and operation effects. Strengthen the training of terminal service team, improve service ability, and realize the improvement of maintenance skills. Establish regional spare parts warehouse and reserve service spare parts. We will strengthen the construction of service information, implement product maintenance and user training, improve service response to the market, and meet user maintenance needs in a timely manner. During the busy farming season, tour services and expert seating system will be carried out to realize carpet like, nanny like and headland like services, and a full set of service schemes will be dynamically provided to users

increase the level of product promotion and terminal competition. At present, users are lack of practical application of the performance, functions and use effects of national third-party products, and have a strong wait-and-see color for products, delaying the purchase demand. First, strengthen product publicity. Let users know as soon as possible the functions, performance and operation advantages of general users of national third industry when purchasing hydraulic universal testing machine. Through market insight, implement factory experience, user discussion, product display, product operation demonstration, service assurance and other measures, carry out series of product publicity, promotion and promotion activities, and expand product influence and brand awareness. The second is to implement terminal interception. Ensure that the marketing tentacles affect the fields and reach deep into the users, increase the terminal interception and promotion of sales targets such as large agricultural machinery and Grain Growers, and improve the pertinence of sales. The third is to increase the operation verification. Actively carry out special promotion and verification, let users personally experience the function and performance of the product, practice the service guarantee ability of the enterprise, form the overall advantages of the third country through the comparison with traditional products, eliminate purchasing doubts, and improve the sales volume of the third country products

reconstruct the competitive ecosystem and marketing strategic model. Take the promotion of national agricultural machinery as an opportunity to promote the agricultural machinery industry towards large-scale, high-end and intelligent direction. First, accelerate the upgrading of traditional manufacturing capacity, promote the development driven by advantageous resources of enterprises, promote technological innovation and application, and coordinate the development of manufacturing system, so as to reshape the first mover advantage and innovation foundation of enterprise development after the bucktooth test pieces reach the set value. Second, promote the system to win. Promote industrial research, R & D and manufacturing, talent assurance, marketing, service assurance and products

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