The best times PK worst era dryer how to counterattack?
Luohe Letone Hydraulic Technology Co., Ltd , https://www.zjlitonghose.com
The best era - why the dryer market conversely
“2017 will be the year of accelerated demand adjustment for China's agricultural machinery market, and structural adjustment will become the main theme. Affected by many factors such as the purchase of agricultural machinery subsidies policy and falling corn prices, China’s traditional hot market for agricultural machinery has declined significantly. The niche market is rapidly heating up. Among them, the dryer's excellent performance in the market is indeed a pleasant surprise.†Zhang Huaguang said, “Market research shows that as of the end of June, accumulated sales of all types of dryer 9860 Taiwan, a year-on-year increase of 37.33%.†Entering this year, China's dryer market has maintained rapid growth. Looking back at the trend of the dryer market in China in recent years, Zhang Huaguang summarized two prominent features: First, the high level of operation. The number of dryers in China has grown from 1,500 units in 2012 to 18,700 units last year, which has increased 12 times in seven years. Second, there is a big increase. The dryer has maintained a double-digit growth rate for seven consecutive years. It has increased by 104.35% year-on-year in 2012. In 2015 and 2016, it increased by 60% for two consecutive years. Undoubtedly, in the past decade or so, China's agricultural machinery industry has maintained a rapid development. However, after seeing the figures for the growth of dryers, people should be amazed at it, especially when the overall agricultural machinery industry is in a downturn in the past two years. What causes the dryer to rise against the trend?
"The central government and local governments at all levels attach great importance to and vigorously support the promotion of the dryer equipment industry is the first promoter." Zhang Huaguang said. Since the party’s 18th National Congress, all previous Central Document No. 1 documents have included grain drying and storage and processing into the annual work priorities, the Outline of Agricultural Development Plan issued by the Ministry of Agriculture and the National Industry Development Plan of “Made in China 2025†formulated by the Ministry of Industry and Information Technology. We attach great importance to food drying and scientific collection and processing as an industrial upgrading strategy. Why does the country pay so much attention to the drying of grain? According to statistics, the annual food output caused by weathering or the failure to achieve safe moisture due to climatic factors causes moldy, germinate, and other losses to account for about 5% of China's total annual grain output, and among them, The grain loss caused by mildew alone was as high as 21 million tons, accounting for 4.2% of the country's total grain output, resulting in direct economic losses of 18 billion to 24 billion yuan, enough to support small and medium-sized countries with several million people. Surprising figures require that our country must pay attention to grain drying.
The rapid growth of the dryer market is inseparable from the subsidies. Zhang Huaguang said: "At present, most grain-producing provinces, municipalities, and districts all regard grain dryer products as subsidies in their implementation plans for annual purchase subsidies, and implement preferential subsidies and open subsidies for them." With dryers As the market matures, the province's subsidy brand categories for dryers are also increasing. For example, in 2017, Anhui increased the number of subsidy dryer brand categories by more than 10 in 2016. This undoubtedly also infuses the rapid development of the dryer market. A needle strength agent.
In addition to the above two key factors, the large-scale and intensified agricultural development has also driven the demand for dryers in rural areas. “The transfer and concentration of farmland in rural areas has increased the grain production of large grain producers, and this has also changed the pattern of drying one house behind a house. In addition, as the level of mechanization increases, high-moisture grain comes The more you do, the more you need to reduce the loss, the more you need to dry and process the grain,†explains Zhang Huaguang. In addition, China's food prices and international standards, the development of grain futures market, grain processing enterprises increased, leading grain farmers to change the habit of selling before the end, in order to better store food, dryer has become the best choice for grain farmers.
The worst era - companies with mixed results and excess capacity
The rapid development of the dryer industry and the rapid increase in industrial technology, quality and brand have laid the foundation for the high growth of the dryer product market. China's dryer industry has grown from nothing to everything, from small to large, and it has begun to take shape. The dryers produced in China have been greatly improved in terms of technology, performance and brand. However, it is still necessary to be alert to the fact that the current dryer market has emerged - excess capacity.
“The overall situation of the dryer market in China is overcapacity. According to statistics, the current ratio of dryer production capacity to market demand is about 5:1. At present, there are several kinds of situations for dryer manufacturers in China, and most companies are underemployed. Difficult to see, the quality is mixed, there are a variety of marketing tools, the market lacks a constraint mechanism.†Zhang Huaguang expressed some concerns about the current dryer market.
According to statistics, at present, there are less than 4% of the enterprises whose sales of dryers in China are more than 800, and the proportion of enterprises with annual output of less than 300 units is as high as 80%. Although the current dryer market has entered the “Red Sea†and production companies have also shaken off the chaotic pattern, the excessively dispersed dryer companies have not yet formed a competitive landscape. According to Mao Huaizhi, a professor at China Agricultural University, it is conservatively estimated that at present, there are at least 300-400 dryer manufacturers in China, and the number of manufacturers is still too much.
“The common people's understanding of the dryer is that the drying speed is fast, but it is not true. The dryer production has high technical requirements, such as whether the food is dried evenly, and the bursting rate needs to be accurately controlled.†Mao Huaizhi said. “Therefore, many small companies produce dryers that are very problematic in terms of quality.†Ultimately, the competition among companies is quality competition. “Like Zoomlion and Chenyu can stand out, thanks to its professional R&D team. Among these poor and varied dryer manufacturers, it is impossible for a company that produces 300-400 dryers a year to have its own R&D manufacturing center.†Zhang Huaguang asserted. Small businesses cannot compete with large companies in quality, but have to fight price wars. The ultimate victims of the price war are still farmers as consumers. “In addition, for companies with poor qualifications, product quality problems, it will lead to increased inventory, and then lead to capital chain fracture, a series of reactions eventually led to the collapse of the company.†Zhang Huaguang said, do not pay attention to quality only know to catch up The “fashionable†dry machine is suicidal for the company.
Need a Calm Time - Understanding the Market and User Needs is about the Destiny of the Firm
Although the dryer market presents a blow-out development, the current level of grain drying in our country is still very low. In 2016, the average drying rate of China's three major grains was only 19.67%. The drying level development of the three major food crops of corn, wheat, and rice is very uneven, and the mechanized level of grain drying in Europe and the United States has reached more than 95%. There is still a large gap between the amount of dryers in China and the actual demand. It can be seen that there is great potential in the dryer market in China. Companies remain calm in the current hot dryer market to withstand the waves of the future market.
According to Zhang Huaguang, the annual sales of dryers in 2017 were around 23,000 units, an increase of over 20% over the same period of last year. Although the operation was still high, the increase slowed down, which did not affect the development of the dryer market. In order to win the competition in the future, dryer companies must first understand the current market situation rationally, understand the specific needs of different users in different regions, and analyze specific issues.
According to Zhang Huaguang, currently mainstream models of the dryer market in China are concentrated at 10-20 tons, accounting for as high as 56%. The demand for large-scale dryers is also increasing. The 30-ton drying equipment increased by 97.1% year-on-year, accounting for 4.18 percentage points over the same period of last year. In recent years, dryer users in China mainly focus on grain operators, cooperatives, family farms, and large grain producers. “Food service providers are mainstream customers, accounting for 57% of the total, and the dryer market is for family farms and large grain producers. Say that the requirements are relatively large.From the consumer concern analysis, consumer quality consciousness gradually wakes up, and presents a trend of increasing year by year, on the contrary, the price sensitivity is decreasing.†Zhang Huaguang introduced. Enterprises can also learn from this analysis that the key customers for future development should be large-scale business entities such as cooperatives and large grain producers, while quality should be the top priority for enterprises.
“The demand for dryers in different regions of China is also different. In the north, there are continuous large-scale drying towers, and in the south, mainly circulating medium-low-temperature drying.†Zhang Huaguang made a corresponding analysis of the needs of dryers in China's North and South markets. He said that medium and large grain dryers are the main direction of future grain drying. Such dryers are not only fully functional, but also have good drying effect and large production capacity. With the deepening of rural land circulation, such drying The market demand will continue to increase. The use of small-scale circulating dryers in the southern region is also limited to the use of small drying bases in southern rice production areas.
In addition, Zhang Huaguang also told reporters that batch-type circulating dryers and mid-to-low-temperature dryers have features such as precise control and have obvious advantages in terms of crushing rate, popping rate, and evenness of dried grains, especially Baked grains are more and more popular among users in recent years, regardless of their inherent quality or appearance. It is expected that this trend will become more prominent over time.