In the heart of every entrepreneur, there is a dream of making bigger and stronger. In terms of actions, it is to seize opportunities everywhere, make money and do whatever it takes. In such a bad market this year, some enterprises are still making ambitious expansion plans. Little imagine, as phase saturation and the aggravate that the market demand, domestic demand for agricultural machinery space and congenital advantage, many enterprises has been in decline, this is the plight of many enterprises, in the next few years, the industry will enter a fierce reshuffle period, in such an environment, entrepreneurs need to learn to do small business, to do fine, do light, so that we can gather energy, in the field of their advantages to achieve long-term development and breakthrough, at the same time to the customer and the market as the guidance, can let the enterprise get rid of the plight of low price competition, malignant competition, established on the basis of the ability of long-term competitiveness.
Specific to this particular industry of agricultural machinery, as an entrepreneur, how to make the company small and light?
One, heavy technology, light marketing
Domestic agricultural machinery enterprises in the past 20 years the biggest success is marketing success, we quickly imitate, fast production, then the product to the market quickly, and then like a snowball, the scale of production is more and more big, hire more people to do marketing, the purpose is to sell more products, the game will end after an oversupply.
Marketing battle in the growth of the market is a must, take the market through mass production and mass marketing, complete the primitive accumulation, but now the enterprise by the heavy marketing steering technology, have technical advantages of products have price advantage, sales of less than the original, but corporate profits does not necessarily reduce, have you noticed, large enterprises at home and abroad, which one is not through new products to improve the product's price?
Marketing is manual work, technology is mental work! If you don't want to move bricks all your life, start with technology.
Two, heavy efficiency, light scale
In the competition of domestic agricultural machinery in the second half, for the production enterprises, the competition of scale has little significance, because of the severe decline in demand, the scale of the enterprise has become excess capacity, then it is not the scale, but a process of capacity reduction.
In world war ii, the Allies won because the United States used Taylor's principle of management to make one country produce more than all the other nations in the war combined. As a matter of fact, several large domestic enterprises only have scale advantages and no progress in efficiency. They can only achieve growth by consuming resources, but it cannot be sustained.
Production enterprises need to establish their own efficiency advantages, the author believes that there are two directions: one is faster speed, the other is to become faster.
Faster. It was once a small advantage, but a but become big business, small business seems to have this advantage will vanish, haier unity "single", "everyone is a guest", "the organization" in an attempt to prevent large companies such as disease, regardless of size, agricultural machinery enterprises want to win in the future competition, all need to speed the winning: compression of imitation cycle, to speed up research and development, improve production speed and frequency, small batch production quickly, quickly to the market.
It gets faster. The world martial arts, only fast not to break! Traditional agricultural machinery enterprises usually need 2-3 years to launch a product cycle, and John deir, kubotian, yangma and other multinational companies are slower, 3-5 years. It is precisely because of this slowness that these transnational corporations miss many opportunities in China. However, for transnational corporations, there is a large amount of cash in the Banks. In order to pursue stability, it is acceptable to lose some opportunities. But for domestic companies, such as rice pot, a large family widely spread-and deeply felt hungry, can't slow lane, so need to learn the iterative thinking of Internet companies, is the way of small run, one at a time to improve or several features, new products as long as is better than the old product is victory, continued to market version upgrades, allow the user to keep things fresh, can feel the change of the products, is willing to pay for and can afford.
In fact, to make the product become faster is not preaching, there are many masters around you, such as wheat harvester, full feed rice harvester a kilogram a year feeding amount upgrade, in fact, is the best case of product rapid iteration.
Three, heavy user, light sales
Too value sales, so the enterprise all marketing efforts are around how to sell the product to go out, and want to sell, sell, production enterprise's eyes will stare at the dealer, to the most is how to spread their products to have the strength dealer stores, what kind of business policy to coax the dealer orders, in what ways, if any, or the distributor hold up, the market marketing work into a game and dealers.
In order to increase sales, the so-called "network density in the regional market, inciting the price war between dealers, through low prices to increase product sales, in the process on the forgotten the end user, whether it is a production enterprise, dealers, are agricultural machinery of the value chain of the intermediate links, the user is the key link, the user only made money, users are willing to pay for agricultural machinery, so the focus of enterprise marketing to the user, and not the dealer, such as the production of rice harvester enterprise, your machine runs faster than competitors, fast, clean, and also good service, the user will ultimately vote with their feet.
Users are the ultimate payers, who can help users make money, who can earn users' money!
Four, heavy demand, light competition
Many agricultural machinery enterprises are trapped in a vicious circle. No one wants to find out what kind of products users really need, but I will produce whatever products the competitors produce. Naively, I think the competitors understand users better than me.
The law of market competition should not be to do better than others, but to do differently! Only when they are different can they make excess profits, and only when they are superior can they ensure that they stand out from the competition. The law of market competition is so simple, but it seems that most domestic enterprises fall into collective unconsciousness.
In fact, the blue sea market in our side, can be said to be everywhere. The author had examined dwarf lilyturf area, farmers a year spent on artificial cost in 5000-8000 yuan/mu, looking forward to someone to sell to farmers dream of their transfer machine, harvester, picker, I've seen a cooperative, the boss himself to churn out a rough dwarf lilyturf harvest machine, although the effect is not so good, often a problem, but a mu price 800 yuan, compared to close to 1200 yuan per mu or the provincial artificial 400, ask how much an acre of the wheat harvest, a mu potato how many money?
The author has also inspected the planting of panax notoginseng, astragalus, licorice, conidia and other trees, all of which are short of machinery. The author has also inspected several small countries in Africa. The sesame seeds they planted are best sellers in the international market, but there is no available harvester.
Take the road of the competitor, let you have no way to go! The closer you are to users, the farther away you are from competition