The most popular way to embrace the emission stand

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On December 1, according to the announcement of the Ministry of environmental protection on the implementation of the third phase national emission standards for diesel and oil engines for non road mobile machinery issued in 2016, all manufacturers Imported and sold agricultural machinery shall not be equipped with diesel engines that do not meet the emission requirements of the third stage

since then, China's agricultural machinery industry has fully entered the "national three" era. The implementation of "three country switch" is an important measure and means to implement national policies and promote industry development. At present, the agricultural machinery industry has shown the phased characteristics of "structure optimization, quality improvement and efficiency increase, and growth adjustment". Grasping the development trend and building a new competitive advantage has become an inevitable choice for agricultural machinery enterprises

it is of great significance to switch to the third national standard

environmental protection is urgent, and upgrading diesel engine emissions to the third national standard is an inevitable choice. At present, the nodes, paths and tasks for the implementation of the country three handoff are clear. For agricultural machinery enterprises, the earlier the switch, the easier it is to grasp the initiative of market competition

strong promotion at the policy level. Driven by a series of national policies to strengthen and benefit agriculture, the transformation of China's agricultural machinery industrial structure has been steadily promoted, the upgrading of agricultural machinery products has been accelerated, and the level of agricultural equipment has been steadily improved, which has strongly supported the development of "agriculture, rural areas and farmers". At the same time, the problem of energy conservation and emission reduction of agricultural machinery has become increasingly prominent. Saving fuel for agricultural machinery and reducing the emissions of sulfur dioxide and carbon monoxide from agricultural machinery operations have become an important task. In order to promote the emission reduction of non road machinery pollution and improve the quality of the atmospheric environment, according to the requirements of the law of the people's Republic of China on the prevention and control of air pollution and the action plan for the prevention and control of air pollution, and in combination with the particularity of the agricultural machinery industry, relevant government departments step by step implement the phase III standard of emission limits and measurement methods of diesel engine exhaust pollutants for non road mobile machinery (China's third and fourth stages) but the basic principles are the same (GB). From the perspective of main engine sales, since December 1st, 2016, all agricultural machinery manufactured, imported and sold shall not be equipped with diesel engines that do not meet the requirements of the third stage of the non road standard. The implementation of the national three emission standards can significantly reduce the gaseous and solid substances that pollute the environment, such as nitrogen oxides, carbon hydrides, carbon monoxide and particles. The annual emission of nitrogen oxides can be reduced by more than 2million tons, which can effectively alleviate the increasingly severe pressure on environmental protection

steady optimization at the industrial level. The "national three" switch will promote the agricultural machinery industry to implement a new round of technological transformation and upgrading, and accelerate the upgrading of manufacturing equipment, core technology, products and services, which is of milestone significance to the development of the agricultural machinery industry. The "national three" switch of agricultural machinery products is a systematic project. Due to the poor operating environment of agricultural machinery products, it is necessary to make a scientific overall planning, system optimization and comprehensive solution from the stages of design, test, small batch launch, continuous improvement, batch sales and after-sales service. The basic configuration of tractors, harvesters and other products needs to be re optimized, and diesel engine enterprises are required to have corresponding technical accumulation and manufacturing experience; The main engine enterprises should achieve the integration and coordination of R & D, manufacturing and sales, improve the matching of diesel engine and main engine, comprehensively improve the function and performance of products, and improve the competitiveness of domestic and foreign markets. At the same time, the "national three" switch can improve the industrial quality of the entire value chain of R & D, procurement, manufacturing, sales and service, accelerate the upgrading of the traditional manufacturing industry chain, manufacturing technology innovation and application, effectively improve the competitive ecology of the entire industry chain, and achieve the structural upgrading of end demand to drive the improvement of supply side structural quality

energy saving and environmental protection. About 20% of the total annual diesel consumption of more than 100million tons in China is used for all kinds of non road mobile machinery. The energy consumption of domestic diesel engines is about 30% higher than the average level abroad, mainly small and medium-sized, low-end products, with low efficiency, high energy consumption and excessive emissions. These non road mobile machines are one of the important emission sources of nitrogen oxides and particles. At present, the emission control technology of engine pollutants from agricultural machinery products in China is still relatively backward. It is preliminarily estimated that the annual emission of nitrogen oxides is more than 2million tons. From the aspect of farmland operation, the diesel consumption of tractor tillage and land preparation ranked first, while that of harvesting machinery and planting machinery ranked second and third respectively; In terms of regional diesel consumption, winter wheat area, northeast and other major grain producing areas consume more diesel. As an important measure of environmental protection, we will implement the "three national" switch, reduce the pollutant emissions of agricultural machinery products during the "spring ploughing", "three summer" and "three autumn" operations, reduce the "haze", increase the days of blue sky and white clouds, and improve the air quality; Reducing diesel energy consumption and improving operation income have been recognized, understood and welcomed by the majority of agricultural machinery users

practical problems still need to be solved

the "national three" switch of agricultural machinery products is a systematic project, which requires the coordination and joint efforts of all parties. At present, there are still three constraints in the "national three" switch: product quality, market demand and user purchasing power

manufacturing and service capacity constraints. The essence of "national three" switch is the upgrading of enterprise manufacturing capacity. At present, only about 10% of China's agricultural machinery products have reached the international level and the international advanced level, and the remaining 90% of the products are equivalent to the level of foreign developed countries before the 1970s, which is far behind the level of agricultural machinery manufacturing in developed countries. Key components such as the electronic control technology of the third country products are still controlled by others, which is difficult to meet the manufacturing needs of batch switching, and the independent innovation ability of enterprises is limited. The transition period from two to three agricultural machinery countries in Europe is seven years, which is the R & D and manufacturing capacity of the traditional industrial power with more than 200 years of experience. Only leading enterprises in China's diesel engine industry have many years of R & D and manufacturing experience, and most enterprises still do not have the ability of R & D, trial production, supporting and continuous improvement in the short term. The third country should keep up with the switching of maintenance facilities. As some host companies still put their experience on the second country products, it has become an urgent problem to improve the skills of service personnel as soon as possible

restrictions on users' purchasing power. From the perspective of machine purchase subsidies, the amount of national subsidies was reduced by 10% in 2016, and some regions reduced large and medium-sized tractors and harvesters again in combination with actual conditions. In some areas of dongmai District, the subsidy amount for major models of large and medium-sized trailers was reduced by 21%~36% year-on-year, and the purchase cost of users increased in the same period. The uncertainty of local subsidy accumulation policy, the early overdraft losses of dealers in some regions are serious, and the sales enthusiasm is frustrated; In the fourth quarter of 2015, some regions purchased machines in advance, overdrawing part of the market demand in spring. The middle and low-end products in the region are nearly saturated, the operating income is reduced, the user's purchase cost recovery cost is extended for 1~2 years, and the purchase enthusiasm is reduced. The price adjustment of some grain crops, unsalable agricultural products, and the reduction of regional grain production caused by disasters have reduced the purchasing power of users. In addition, due to the price rise of the national three mainframe products, the enthusiasm of new users to purchase machines is insufficient, delaying the purchase demand

influence of product promotion effect. From the perspective of subsidy factors, product archiving among regions is characterized by "inconsistent time, inconsistent standards, centralized and decentralized", and the progress of regional subsidies varies. From the perspective of terminal performance, in 2016, due to the limited time switch of the national third engine, some main engine manufacturers were worried about the safety of payment for goods, and generally required dealers to pay first and then pick up the goods, changing the previous sales model of first distributing the goods and then asking for the money. Dealers are worried that the loan interest will increase the functional use of the bolt tray shear strength testing equipment: the risk that it will not be sold, etc., and the purchase volume has fallen sharply year-on-year. The price of Guosan Machinery Co., Ltd. has been raised substantially, and the performance and service guarantee have yet to be verified by the market. The dealers are unwilling to purchase more, and the users linger and wait. From the perspective of users' purchase process, users are generally worried about product quality in the early stage of purchase. The main reason is that they are worried about not being able to operate, their quality assurance ability, the quality of the engine and the reliability of the product. They always hope that other customers can buy it after verification. After the purchase of rigid demand, leading enterprises such as China Yituo have reliable product quality, guaranteed service, increased benefits, and saved about 10% of fuel consumption per mu. Market reaction and effect are recognized by users

re plan the development path

do not fight unprepared battles. In the face of the development task of "three country switch" and product upgrading, agricultural machinery enterprises should continuously improve their innovation driving ability, optimize manufacturing, service and competitive resources, reshape their new development path and business model, and further improve their competitiveness

improve product quality and service guarantee ability. The third country upgrading is the system integration and upgrading of the entire agricultural machinery manufacturing value chain and industrial chain. It needs to concentrate the advantageous resources of enterprises and dealers, improve the synergy and achieve new transformation breakthroughs. Implement the coordination of design, procurement, manufacturing, quality, sales and other elements, promote the integrated design and matching of diesel engine and main engine, and smooth the product development channel. Reduce product pain points, improve product selling points, comprehensively promote the integration of agricultural machinery and agronomy, and effectively improve product functions, performance and operation effects. Strengthen the training of terminal service team, improve the service ability and realize the improvement of maintenance skills. Establish regional spare parts warehouse and reserve service spare parts. We will strengthen the construction of service information, implement product maintenance and training for operating users, improve the service response to the market, and timely meet the maintenance needs of users. In busy farming season, tour service and expert seating system will be carried out to realize carpet like, nanny like and headland like services and dynamically provide users with a full set of service schemes

increase product promotion and terminal competition. At present, users are lack of practical application on the performance, functions and use effects of Guosan products, and have a strong wait-and-see color on the products, delaying the purchase demand. First, strengthen production and quietly put it on the base of the experimental machine for publicity. Let users learn about the functions, performance and operation advantages of the national three products as soon as possible. Through market insight, the company has implemented a number of measures such as factory experience, user discussion, product display, product operation demonstration and service assurance, and carried out a series of product publicity, promotion and promotion activities to expand product influence and brand awareness. Second, implement terminal interception. Ensure that the marketing tentacles affect the fields and reach deep into the users, increase the terminal interception and promotion of sales targets such as large agricultural machinery and Grain Growers, and improve the pertinence of sales. The third is to increase operation verification. Actively carry out special promotion and verification, let users personally experience the function and performance of the product, practice the service guarantee ability of the enterprise, and form the comprehensive advantages of the national three through comparison with traditional products, eliminate the purchase doubts, and improve the sales volume of the national three products

reconstruct the competitive ecology and marketing strategic model. Take the promotion of national agricultural machinery as an opportunity to promote the agricultural machinery industry towards large-scale, high-end and intelligent direction. First, accelerate the upgrading of traditional manufacturing capacity, promote the development driven by advantageous resources, promote technological innovation and application, and coordinate the development of manufacturing system, so as to reshape the first mover advantage and innovation foundation of enterprise development. Second, promote the system to win. We will promote the rigid construction of industrial research, R & D and manufacturing, talent assurance, marketing, service assurance and continuous product upgrading, so as to ensure smooth interconnection and orderly progress and avoid node disconnection

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