[ China Agricultural Machinery Industry News ] The rice transplanting machine scenery period is from 2007 to 2012. During the period of rapid improvement of mechanized planting level of rice, the agricultural machinery subsidy policy has increased the subsidies for transplanting machines, such as Jiangsu, Zhejiang, Heilongjiang, Liaoning and other major rice producing provinces have subsidized the rice transplanting machine. Some local farmers can get a high-speed rice transplanting machine without paying money. In those years, the rice transplanting machine industry is not as hot as the later corn harvesting machine, dryer, etc. The star products are poor, but in recent years, the transplanting machine is relatively depressed. It is even more unknown at the annual National Agricultural Machinery Exhibition. It is rarely noticed, but after five years, this year’s national meeting, the rice transplanter has After the signs of a comeback, after carefully visiting all the transplanter booths, Xiaobian compiled the following important changes for everyone.
First, the industry ushered in the second spring, exhibiting companies enthusiasm
The national meeting is the weather vane in the agricultural machinery industry. Under normal circumstances, it is possible to judge the trend of the industry and the changes in product demand in the next year through the national meeting. Specifically, the number of exhibitors in the first-class products in the country will increase, and the performance of exhibiting products will be exhibited. If it is improved, it means that the company is optimistic about the market trend next year. It is very likely that such products will be sold well in the second year. This kind of law has been tried and tested in the history of the National Association.
This year's national meeting will be linked to this feature. According to the site visit, in conjunction with the catalogue of exhibitors provided by the organizing committee of the conference, a total of 38 companies at the national conference exhibited rice transplanter products, including Japanese and Korean Kubota, Yanmar, Jingguan and Dongyang. However, South Korea's Datong, Hyundai, etc. did not seem to participate, and Fulaiwei, Ameco and other old friends were not absent. In addition, there were also relatively unfamiliar faces such as Huachuang Robot and Huanghai Golden Horse.
From a geographical perspective, 65% of the exhibiting enterprises are enterprises along the Su, Xi and Changyi areas in the Taihu Lake Basin, but it is worth noting that the Shandong Army Corps has 12 Shandong enterprises exhibiting their own proud products, not only at the exhibition. The Shandong Army Corps has emerged, and the Shandong Army is also a fierce game in the market. It has a high market share in the low-end market in Jiangsu, Zhejiang, Fujian, Hunan, etc. The Shandong Army has a very high market share. There is no doubt that the Shandong transplanter Has become a force that can not be ignored in the domestic rice transplanter.
In terms of quantity, it is obviously more than last year's enterprises. Of course, the product quality and technical content are also obviously improved. This phenomenon indicates that enterprises are more optimistic about the market in the coming year. The specific reason should be the new demand brought by the drought in Northeast China and before 2012. The machine has entered an update period, and large-scale agriculture has prompted the upgrading of demand.
Second, the domestic brand is strong and the competition is escalating.
For a long time, rice transplanter is the world of Japanese and Korean products. Accurately speaking, it is the world of Japan's Kubota and Yanmar. Domestic companies are solidified in the market of unicycle low-end products. The domestic brands of high-speed rice transplanters have no chance to touch the market. There is no competitive advantage, but this situation is changing.
Since 2015, the domestic independent brand represented by Jiufu has risen strongly. Jiufu has achieved a leap-forward growth in its business performance since its establishment in 2012 to just five years in 2017. In 2012, it has doubled its number of 200 knives and doubled in 2013. 500 sets, 4,000 sets of front-end squad in 2014, 8,000 sets of domineering side in 2015, 12,000 units in 2016, and sales in 2017 may exceed 20,000 units, which has become a dazzling star after Kubota.
The rise of Jiufu is not the success of a company. It represents a trend behind the fact that China's agricultural machinery industry has realized the upgrading of technology and products as a whole. The emergence of the long-rich phenomenon has broken the myth of invincible Japanese products and enhanced the domestic transplanter. The overall confidence of the company, driven by Jiufu, Fuerdai, Mantianxing, Fulaiwei and other independent brands have also increased investment in products, technology and market, and their products and enterprises have also been renewed, independent brand transplanting machine Can be a whole and Japan's Kubota, Yanmar and other multinational brands.
What is more commendable is that the rise of self-owned brands has also led to benign competition in the rice transplanting machine industry. The hand-held rice transplanting machine, which is the “chicken rib†product of Kubota, has been re-emphasized by the company. In the past, the Kubota hand-held rice transplanting machine limited production of 10,000 sets. No matter how good it is, it does not increase production. However, under the strong offensive of self-owned brands such as Jiufu, Kubota has re-recognized the market value of the hand-held transplanting machine, not only no longer limits production, but also timely adjusts its strategy, including products, for the advantages of the Chinese Legion. In terms of improvement, according to the field personnel of Kubota Company, there are huge changes in the Kubota hand-held insertion machine at this exhibition, such as light weight, chemicalization and substantial price reduction.
According to the situation at the exhibition, Xiao Bian judged that the real competition in the domestic rice transplanting machine industry has just begun. It was the competition between Kubota and Yanmar, and in the future it will be domestically owned by Jiufu, Fuerdai, Fulaiwei and Xiaojing. The competition between the brand and the Japanese brand will force the Kubota and Yanmar to introduce their good technology into the Chinese market. The competition will also boost the overall upgrade of the domestic rice transplanting industry.
　　 Third, the domestic machine technology upgrade, high-speed machine into a competition focus
People in the industry generally believe that the ride-type high-speed rice transplanter represents a high level of rice transplanter, but the technology in this field has been monopolized by Japanese and Korean companies such as Kubota, Yanmar, Jingguan, Datong, Hyundai and International. Domestic companies have The prototype was on display, but the real mass production has not yet appeared, that is, it still stays on the concept machine.
But this exhibition seems to release a different signal! According to Xiaobian's on-site statistics, at least 20 of the nearly 30 independent rice transplanting machines exhibited high-speed passenger-type rice transplanters, such as Jiufu G6D, Xiaojing 2ZG-630 and 2ZG-825, and Fulaiwei 2ZG-6DMF. It is worth mentioning that although Xiao Jing launched the high-speed rice transplanter this year, it has sold 500 units this year, and there are still 8 lines. According to the person in charge of several companies on the scene, in 2018, their main goal is To realize the mass sales of the ride-type high-speed rice transplanter, it is necessary to seize the food from the brands such as Kubota and Yanmar.
It is an accidental phenomenon for a company to exhibit high-speed rice transplanters, but if 20 companies appear together at the exhibition, it can only be a trend, which reminds Xiaobian of the big-wheel tractor industry.
At the national meeting in 2016, more than 20 large-wheel tractor manufacturers emerged one night ago, and the starting point of the products was very high. Most of them exhibited 180-horsepower tractors. In this year's market, these companies are also worthy of recognition. They grabbed more than 20% of the market share from the top 5 in the industry, forcing several large companies to continue to shrink to the market. At this year's national meeting, these new tractor brands upgraded their products to 220 horsepower. Products, such as Dongfanghong, Lovol Heavy Industry, Zoomlion and other first-line brands have not much advantage, competition forced the tractor industry to speed up the upgrade.
The domestic rice transplanting machine industry is also experiencing the same situation as the tractor industry. The high-speed rice transplanting machines of the new brands such as Jiufu, Xiaojing and Fuerdai will ignite the technological upgrading of the transplanter industry. Under the benign competition, the enterprises will win or lose. But it is a gospel for the user.
Fourth, the product is developing to multi-functionality, and the enterprise differentiation is obviously competitive.
To the 6th and 8th lines, the upgrade to the high-speed ride is the main direction of the industry. This is the collective behavior of the enterprise. However, it is not enough for a single enterprise to do this. If the enterprise wants to win, it needs to find a business model. The specific differentiation of marketing means and products can not be won in the market competition, and small enterprises can stand out from the crowd.
From the show, we can clearly see that the rice transplanter is developing in a multi-functional and differentiated direction.
To be honest, compared with other agricultural machinery products, the transplanter has a complicated structure, high technical content and high processing difficulty. Therefore, the price of the rice transplanter has remained high for a long time, but from the frequency of use, the effective use time of one year is no more than two months. This results in great waste of function and low cost performance of the product. This is actually a key factor affecting the popularity of the rice transplanter technology and the increase in product sales. To improve the efficiency of the product, a good way is to increase the function of the product. Improve cost performance.
There are two directions for the rice transplanter to improve the cost performance: developing multifunctional products and developing new products based on the existing chassis. At this exhibition, we saw the company's efforts in these two aspects:
Develop multi-functional products. The product with side deep fertilization has become the standard for rice transplanter. This technology can increase the energy efficiency of fertilizer by 30%, save 15-30% of fertilizer, and increase yield by 10-15%. The economic efficiency is remarkable. The device has become the standard for mainstream models.
At this exhibition, not only Jiubaotian, Yanmar, Jingguan and other products on display have optional equipment, but most companies with high-speed rice transplanters in China have exhibited similar functions, especially for small brands. Technology is the selling point of its own products. It is worth noting that Jiufu has made innovations in the side-deep fertilization device. First, it is through the front-loading of electric drive, that is, the fat box is mounted on the transplanting arm frame. The advantage of this is the use of fertilizer. At a glance, the other is a knapsack rear-loading tank. Unlike other companies, Kubo is a large fertilizer tank. It is sent to the fertilization port by a wind-feeding device through a fertilizer dispenser like a seed metering device.
Develop new products based on the rice transplanter chassis. In fact, in recent years, rice transplanting machines are worthy of the book's horizontal development based on its chassis technology. Several cross-border products are very meaningful and interesting, such as rice live broadcast machines.
Another major development direction is multi-functional transplanting machinery. This exhibition saw a large number of such products, such as the rapeseed transplanting machine developed by Yanmar and the vegetable transplanting machine. It is a mature chassis technology integrated with Japanese rice transplanter. The three-arm transplanting technology of Nanjing Agricultural Mechanization Institute has attracted attention in the industry since its launch.
There are also companies exhibiting the use of rice transplanters to develop self-propelled rod sprayers, paddy-handling machines, paddy field cultivators and other deformation products. These whimsical products are also worthy of attention. It is not allowed which products will be like self-propelled crawler belts. The tiller has developed into a large category.
5. Live broadcasts account for Nestle, and industry variables increase.
Of course, it is worth paying attention to the rice live broadcast machine. Is this product a deformed rice transplanter or a brand new product? Is it another development pathway for rice transplanter companies or a gravedigger for rice transplanter products? In fact, there has been controversy in the industry.
However, Xiao Bian believes that the live broadcast machine is a useful supplement to the rice shovel enterprise and can expand its market. For rice transplanter enterprises, the live broadcast machine can use the ready-made chassis technology of the rice transplanter to dilute the enterprise. R&D costs and increased use of technology are beneficial to the company in this perspective.
At this exhibition, we saw that more than a dozen rice transplanting machines, such as Fulaiwei and Yingtian, exhibited rice direct seeding machines, indicating that they regarded the direct seeding machine as an extension of the rice transplanter and did not exclude it.
According to Xiaobian's point of view, the rice transplanter is suitable for small and medium-sized plots and fine planting. The rice live broadcast machine is suitable for large-scale production or one-season rice area. Although each has its own use environment, it is inevitable. These two products are extremely strong. Competitive and exclusive, especially the low planting cost and convenience of the live broadcast machine, which is incomparable to the rice transplanter.
From the growth trend of the number of live broadcast machines at the exhibition, the developmental variables of the transplanter industry are increasing. According to Xiaobian, if Kubota and Yanmar enter the domestic rice broadcaster market, it indicates the competition between the live broadcaster and the rice transplanter. Officially opened, because large enterprises have a huge demonstration effect, which can accelerate the development process of an industry.
Sixth, the topic that cannot be avoided, the key components are subject to foreign countries
It is worthy of our gratification that the hand-held rice transplanter like Jiufu has a product quality that is not inferior to that of Japan's Kubota, Yanmar, and Jingguan. They are more competitive in the market through product strength and service. Non-existing low-cost dumping, such as Jiufu’s commitment to a two-year warranty in the industry, shows that Jiufu’s confidence in its products is a huge improvement in national brands.
However, the topic that cannot be avoided is that the key components of the domestic rice transplanter are still imported from abroad. For example, when Xiaobian was visiting a domestic rice transplanter booth, the person in charge of the company was very proud to say that the engine of the product was used by Japan’s Kubota. Briggs imports the engine, and the hydraulic system uses the US Eaton hydraulic power steering and HST of Japan KYB.
Xiaobian judged that this phenomenon is difficult to change in the short term. We have to work as a porter for materials for quite some time. It is recommended that domestic rice transplanting machines really strengthen research on engines, gearboxes, transplanting mechanisms and hydraulic systems. Only these key components have been localized. Our own brand of rice transplanter products can only be said to have true core competitiveness, otherwise we will only have marketing power and assembly processing power.
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