Agricultural machinery needs
Agricultural machinery needs
Since the reform and opening up, as the country improves the level of agricultural mechanization and accelerates the implementation of rural infrastructure policies, China's agricultural machinery industry has developed significantly. It has formed internal combustion engines, tractors, transportation machinery, harvesting machinery, animal husbandry machinery, tractors, Accessories and many other small industries, and form a complete industrial system. The rapid development of agricultural machinery and its application in rural areas has accelerated the structural reform of my country's rural agricultural labor force, which has promoted the construction of new rural areas and the development of rural economy in my country. Looking at the current demand and use of agricultural machinery in rural areas, there are mainly the following characteristics:
1) Rural areas have great potential for demand for agricultural machinery
China has a vast land and abundant resources, and it is also a large agricultural country. China has 1.5 billion acres of agricultural land, but the utilization rate of agricultural machinery is still very low compared to developed countries. For example, according to a survey by the China Consumers Association, the utilization rate of rice harvesters in southern China was only 20% in 2006. Therefore, rural China's agricultural The demand potential for machinery is still huge. As China's rural industrialization process advances, there is still huge development potential in the use of agricultural machinery in rural areas in the future.
2) The purchasing of agricultural machinery in rural areas is highly differentiated and hierarchical.
Due to the vast territory of our country, the distribution of rural areas is relatively scattered, and it is difficult for the purchase of agricultural machinery to be concentrated like the urban population. This has led to the prominent differences and levels of agricultural machinery purchase in the rural market. First, the level of purchasing agricultural machinery is different between rural areas, and the demand for agricultural machinery products is also different in different terrains such as rural plains, hills, grasslands, and mountains. Second, in rural areas, even if different farmers in the same area have different levels of wealth, there are differences when purchasing agricultural machinery. Third, China's rural market is also hierarchical, and is roughly divided into three-tiered markets: the eastern coast, the central plains, and the western inland. Farmers in these three-tiered markets also have different consumer psychology and consumption structures when it comes to agricultural machinery consumption. .
3) The purchase of agricultural machinery in rural areas is exemplary
The majority of farmers in rural areas still retain a strong sense of small-farmer thinking, and the characteristics of living next to each other in rural areas also lead to a strong herd mentality and comparison mentality among farmers. Often, if there is any disturbance from one farmer, he will spread the information to other farmers. farmers. Therefore, if a farmer purchases good agricultural machinery, other families will usually soon know about it and follow suit, thus forming a good demonstration effect.
4) When purchasing agricultural machinery in rural areas, focus on functionality
Farmers in rural areas have a relatively simple outlook on consumption, and the agricultural machinery consumer market is still in the stage of functional demand. That is, farmers mainly emphasize the practicality and material benefits of products, and pay less attention to the individual display and aesthetic value of products. The functional consumption concept of farmers on the demand for agricultural machinery products mainly has the following manifestations: First, the practicality of agricultural machinery. Farmers pay more attention to the product performance of agricultural machinery and its ability to adapt to the consumption level and consumption environment of rural areas. They don't pay much attention to the aesthetics of agricultural machinery; the second is the cheapness of agricultural machinery. On the premise of ensuring the practicality and durability of agricultural machinery, farmers demand that the price of agricultural machinery be as cheap as possible. If the basic functions of two agricultural machinery are the same, farmers will definitely be Choose the one with a lower price; the third is the simplicity of agricultural machinery. Farmers generally do not have a high level of education. When using agricultural machinery, they only emphasize that the agricultural machinery has basic simple functions, such as combine harvesters among agricultural machinery. Most of them only require the harvesting of wheat, etc., and do not pay attention to other functions of the combine harvester. Moreover, agricultural machinery that is easy to operate and repair may be more popular with farmers.
