Agricultural pump industry needs to take the road of brand management

With the continuous concern of the state on the issue of agriculture, rural areas and farmers, the implementation of agricultural machinery subsidy policy, the concept of purchasing and using agricultural machinery products by rural users is also constantly updated, from the simple pursuit of low prices to the brand, function and efficiency of products. And so on.

According to the analysts of Shangpu Consulting Machinery Industry, the agricultural pump enterprise lacks R&D capability, its product efficiency is low, its service life is short, its function cannot keep up with the changes and development of market demand, and its own marketing ability is insufficient, and its brand awareness is not strong. Most corporate brand sales have not been played and brand awareness is not high.

Some brand products of agricultural water pump products have officially entered the subsidy catalogue, and the implementation of agricultural machinery subsidy policy has formed a certain impact on the market sales of some family-run enterprises. At the same time, with the continuous deepening of the national construction of conservation-oriented society, such families Workshop-style enterprises face the fate of being eliminated due to high energy consumption and low energy efficiency. Those excellent enterprises that regulate operations, pay attention to product quality and environmental protection will ultimately benefit.

At present, most agricultural water pump enterprises in the domestic market have their own brands, but their own sales channels are not many, the sales staff is insufficient, the overall quality level is not high, the sales network radiation ability is not strong, and the brand is established in the minds of consumers. Insufficient awareness, only a small number of agricultural pump companies have a clear sense of brand management and a strong marketing network, so most of the company's overall market performance, brand awareness is mediocre.

In response to the export market, most agricultural water pump enterprises have been distributed to foreign countries through foreign trade companies, foreign operators and channel dealers. The enterprises have achieved rapid development through a large number of exports, and the scale of enterprises has gradually expanded. A certain influence, but its brand influence is almost no, most of the profits of the industry are divided by channel dealers and foreign brands. The production of enterprises is subject to export orders, marketing is subject to channel vendors, foreign brands, and profit margins are subject to OEM. Business, and to solve these problems, companies must take the road of brand management.

According to the "2012-2016 China Pump Market Survey and Investment Suggestion Analysis Report" released by Shangpu Consulting, with the in-depth development of the national economy, China's labor cost will continue to increase, and the manufacturing cost advantage of enterprises will be more to the labor cost. In low countries or regions, SMEs in the industry face potential problems such as insufficient technological development strength, limited production and processing capacity, and lack of sales capacity. To solve these potential problems, brand management is a road that many agricultural water pump enterprises will face.