China's rice transplanter market in 2012 or high position

In 2011, China's rice transplanter market was strongly driven by government subsidy for agricultural machinery. Under the strong promotion of production and sales companies, market demand has been swiftly pushed forward, the transplanting machine operation advantages have been fully demonstrated, and the rice transplanter market has risen sharply, setting a record high. Can be described as "up" sounds, bright spots frequently. The year 2012 is the second year of China’s “Twelfth Five-Year Plan” and is also a crucial year for China to implement the “12th Five-Year Plan” agricultural mechanization goal and achieve rice planting mechanization. We expect that the policy “dividend” will inevitably benefit production, distribution and consumers. Then pull up the rice transplanter market.

Strong demand, policy escort, high position of rice transplanter market As China's agricultural machinery subsidy policies increase year by year, China's rice transplanter market has seen rapid growth. In 2011, China's rice transplanter market sold about 90,000 units, a year-on-year increase of 29.9%, and again set a record high. Reviewing the development of the rice transplanter market in China, the rice transplanter market has been growing rapidly along the ascending channel since 1999. In particular, the first year of China's agricultural machinery subsidy in 2004 became an inflection point for the transplanter market in China. The highest increase of 427.3% in the history of the rice transplanter. Although the growth rate has declined afterwards, the annual demand has steadily increased.

Analyzing the rapid growth of the rice transplanter market in 2011, there are mainly the following reasons:

First, the subsidies for agricultural machinery drove the market demand. Take the walk-through rice transplanter as an example. The price of a single rice transplanter is about 17,100 yuan, and the national subsidy for each hand-held rice transplanter is 10,000 yuan, and the local subsidy is 2,100 yuan. This year, the manufacturer pays 1,500 yuan, and the farmers can purchase only 3,500 yuan. A rice transplanter. Purchasers also enjoy policy subsidy for the purchase of Yufu floppy disks.

Secondly, market cultivation has been completed in most regions, and the superiority of transplanters has gradually emerged. Outstanding performance is:

First, the use of rice transplanter operations can increase yields. The number of holes can be adjusted according to the variety requirements, and basic seedlings can be guaranteed. Machine-planting tillers have a high percentage of spikes, which has great potential for yield increase. Practice has proved that the planting rate per mu can be increased by more than 30 kilograms. If the level of machine transplanting in our country is increased by 1 percentage point, 135 million kilograms can be increased. Rice farmers have tasted their sweetness and their enthusiasm for using rice transplanters has increased.

The second is to save the cultivated land and use the blanket-like seedlings for machine transplanting, which can save a large number of fields and improve the efficiency of the seedlings. Compared with the conventional field seedlings, the utilization rate of the fields can be increased by 8 to 10 times.

The third is to improve work efficiency. Generally, 1.5 mu days are required for transplanting 1 mu by hand, and only 0.15 and 0.05 workdays are required for the operation of the step-type rice transplanter and the high-speed rice transplanter, respectively, and the work efficiency is increased by 10 times and 30 times respectively; at the same time, the machine seedling can be used per mu. Saving about 30 yuan, it can be seen that the development of rice production mechanization is very important for improving labor productivity, land productivity and resource utilization, enhancing comprehensive agricultural production capacity, risk resistance and market competitiveness, and ensuring food security. effect.

The fourth is to save costs. Provincial Tian: One acre of Datian requires only 18-20 pieces of squat cover, covering an area of ​​4 square meters; Provincial cost: After the trial calculation, compared with the mechanical plug-in cultivating and artificial cultivating, the direct production cost per acre is reduced by 37 yuan. At the same time, the use of wide lines and narrow lines, good ventilation and light transmission, high utilization of temperature, light, and fertilizers, to enhance rice resistance to diseases and insect pests, facilitate the prevention and control of pests and diseases, reduce pesticide expenditures.

The fifth is to reduce labor intensity, save labor, increase labor productivity, and save worry. Taking a ride-type rice transplanter as an example, this rice transplanter can transplant seedlings from 4 mu to 6 mu per hour, which is more than 20 times the efficiency of manual transplanting operations. Moreover, the structure of the rice transplanter is relatively simple and easy to use. It is suitable for mountain rice production. Subsidy for this kind of machine has reached 50%.

Sixth, the cost of recycling is fast. According to the current charge of 50 yuan per mu, 100 yuan per hour income, such as quarterly grab plug 10 days, transplanting 10 hours a day, a quarter can create income of 10,000 yuan. Correspondingly, hiring a transplanter requires 150 yuan or more per acre, and it is difficult to hire because transplanting is a labor-intensive activity in rural areas. Most young people prefer to go out to work instead of transplanting rice.

Hand-held occupies the mainstream, and the trend of demand refers to riding a retrospect of China's rice transplanter market in 2011, mainly showing characteristics. The walk-behind rice transplanter is a mainstream product for market demand, accounting for 65% of the total. The proportion of ride-type rice transplanters has dropped by 17.2%, and the single-wheel transplanter has risen sharply, accounting for 10.8 percentage points.

From the demand model analysis, hand-pulling transplanters still dominate, and the market share is still rising. The main reasons are as follows: First, the market survey found that hand-pulling rice transplanters have strong adaptability, small volume and flexible turning, and the fields can be planted. One can operate and adapt to the operation of small fields, thus determining the transplanter market in China. In the primary stage, the leading position of walk-through rice transplanter.

Second, tentative purchases, cross-district operations have not been fully implemented, and the market is still in the import stage. The three major reasons determine that the current demand for the rice transplanter market in China is still mainly in the hand-held style. A prominent feature of this stage is that many demand areas are still at the stage of using rice transplanters. Although there are government subsidies to support, many new users still try to use the psychological consumption. Based on this, the price advantage of walk-behind rice transplanters occupies The dominance of purchasing motivation is an important factor that contributes to the adoption of portable rice transplanters as mainstream consumer goods.

Third, personal use remains the main driving force for purchase. Many users buy rice transplanters just to solve their problems of transplanting rice. They only use small-scale cross-regional operations in their surroundings. They do not have the same path as the wheat harvesters to go to the national cross-regional operations, and they determine their work efficiency. It is not yet the main pursuit, so that purchasing behavior has become the main reason why the portable rice transplanter has become the first choice at this stage. However, compared with the high-speed transplanter, its work efficiency, adaptability and other aspects still have insurmountable disadvantages, which determines the over-characteristics of this type of machine, which is obviously from hand-climbing to high-speed riding.

From the trend analysis of the transplanter demand in China, the biggest drawback of the portable rice transplanter is the labor intensity, the work efficiency and the rapid adoption of the rice transplanter also have a big gap, which determines that the demand of the rice transplanter market in our country will accelerate to the riding direction. development of. Some local governments are adopting policies to guide the development of high-performance ride-style rice transplanters. For example, in Jiangsu and Heilongjiang where the planting level is relatively high, the subsidy for rice transplanters is clearly tilted toward high-speed rides. At the same time, due to the gradual localization of foreign high-speed ride-type rice transplanters and the rapid development of domestic rice transplanters, the decline in the price of high-speed ride rice transplanters has become a necessity. According to market surveys, a high-speed ride-type rice transplanter costs about 80,000 yuan, and the government subsidizes about 5-6 million yuan. Farmers in many localities can only drive the high-speed rice transplanter back home by selling more than 20,000 yuan.

From the analysis of purchasing users, the demand for rice transplanters in China can be broadly divided into three categories: The first is the purchase of large farms, mainly self-purchasing and self-use, and serving the surrounding farmers. The second is the purchase of large farm machinery and social services. The third type is the purchase of agricultural machinery service organizations, individual contracted management, and implementation of paid services. From our survey of purchase motives, social service has developed rapidly in recent years, but the first purchase accounted for 56.83%, which also determines an important factor for the mainstream adoption of walk-behind and unicycle transplanters.

Market concentration is decentralized, and brand effects highlight incomplete statistics. There are more than 100 transplanting machine manufacturers in China, but less than 20 companies have truly formed scale, and the degree of concentration is decentralized. This is a common feature of the new agricultural machinery development in the early stage, because the interest-driven and future development of a huge space attracted many eaters; and through fierce market competition, the survival of the fittest will eventually lead to the formation of a few large companies monopolized the market. The competitive landscape.

From the analysis of the rice transplanter brand share in the past year, the market competition pattern of the rice transplanter in China is in the process of being formed. Kubota, Yanji, and Foreward rank the top three, and three companies account for more than 50%. Among them, Kubota occupied 35.4% of the market share, thriving, hand-held, ride-style transplanters accounted for 45% and 40%. Yanji and Forlwo have monopolized the market of unicycle transplanters, accounting for more than 90% of the total.

Judging from the competitive situation, on the one hand, low-level price competition among homogenized products still exists. Individual companies carry out low-price competition by imitating mainstream models. Although farmers can obtain short-term benefits, they are not conducive to the development of the agricultural machinery industry. On the other hand, some agricultural machinery companies have already jumped from “Red Sea” to “Blue Ocean” and provided targeted services to farmers and agricultural machinery cooperative organizations to provide differentiated products and rice production full mechanization solutions for rice farmers in different regions. Expand the space for competition. For example, some companies have worked hard to develop product functions and developed a hybrid rice transplanter, which is equipped with a fertilizing device, a spraying device, and a smashing device, etc., to realize a double-pass operation. Another example is that some companies have developed high-speed transplanter and laser flatland, cantilever spray, seeder and rotary cultivator integration to achieve a multi-purpose machine, greatly improving the competitiveness of rice transplanter.

The imbalance in regional demand and huge market differences have been analyzed from the regional market of rice transplanter in China in 2011, and the regional concentration has been further improved. The top three places in the Soviet Union, the Black Sea, and the Hubei Province were 39.1%, 82%, and 142.7% year-on-year respectively, accounting for 50.2% of the total market, an increase of 12.3 percentage points from the same period of last year. From the analysis of the market performance of the top 10 brands, it accounted for 82% of the total market, and its share in the same period decreased by 4.1%.

Jiangsu is still leading the demand of China's rice transplanter market. This year, it has sold nearly 19,000 rice transplanters, an increase of 39.1% year-on-year, accounting for an increase of 2 percentage points. Followed by Heilongjiang, it sold 18,000 units, an increase of 82% over the same period of last year, accounting for an increase of 5.4 percentage points, becoming the fastest growing area from incremental to percentage share. In addition, the market demand of the two lakes also showed a strong trend, which was an increase of 142.7% and 137.5% year-on-year, respectively, accounting for an increase of 4.9 and 2 percentage points respectively. The signal of a full-scale outbreak of the rice transplanter market in China's major rice areas indicates that China's rice transplanter market may accelerate into the long-term.

The level of mechanization of rice planting in China is unbalanced. From the area where the rice planting area is large, the level of mechanical planting in Heilongjiang Province was as high as 81.77% in 2010, 48% in Jiangsu, and only 3.46% and 2.97% in Hunan and Fujian. It shows that the future development space for China's rice transplanter market will be concentrated in provinces with large paddy area and low level of mechanization, such as the two lakes, Guangdong, Guangxi, Jiangxi and Fujian.

The policy dividend continues to ferment, and the rice transplanter market will be high in 2012. In 2012, China's rice transplanter market is facing a good development environment.

First, the policy dividend will stimulate the rapid growth of the rice transplanter industry. Rice is one of the three largest crops in China, with an area of ​​30,415 thousand hectares, a total output of more than 180 million tons, and 150 million households, accounting for 30% of China’s grain planting area, 40% of total grain output, and 60 farmers. %. When the planting levels of wheat and corn in China reach 85.32% and 76.52% in 2010, the planting level of rice is only 20.86%. The outstanding performance is that the comprehensive level of rice production mechanization is still low, and the development level of each rice area is very high. Unbalanced, it is difficult to adapt to the urgent needs of modern agricultural development, especially the mechanization of paddy rice planting has lagged behind. It is the weakest link in the mechanization of grain production and has become an important factor affecting grain production. To this end, in March 2011, the Ministry of Agriculture’s “Opinions on Accelerating the Advancement of Rice Production Mechanization” proposed the development goal of national rice production mechanization: strive to reach 45% of the planting mechanization level by 2015. This has determined that raising the level of rice planting is the highlight of this year's and even the “Twelfth Five-Year Plan” period of China's agricultural mechanization; it has decided that the promotion of mechanization of rice transplanting will become the focus of central and local government policy support in 2012, and will become a subsidy for agricultural machinery in rice cultivation areas. The focus and policy dividend will promote the rapid development of the rice transplanter market. Second, the transplanter market education has been completed in most regions. Third, the mechanization of rice cultivation is still the focus of support and promotion by the national and local governments. Fourth, the operation of the rice transplanter across regions is emerging everywhere. Fifth, the promotion of agricultural machinery cooperatives and large agricultural machinery. Based on the above analysis, we judge that in 2012 China's transplanter market will show the following characteristics.

First, in terms of total demand, it is expected that the rice transplanter market will continue to operate at a high level in recent years. The market demand is about 130,000 units, an increase of about 30% year-on-year.

The second is that in the demand model, the opportunity for walk-in transplanting continues to be the protagonist of market demand, but with the rapid growth of ride-type rice transplanter, the demand structure will change. From Hainan Island to Heilongjiang, China's rice cultivation culture presents a complex diversity. In recent years, 8 rows of machines and over 8 rows of high-speed transplanters suitable for large-scale planting of farms are suitable for 2 rows of hand-held machines in hilly and mountainous areas, and 6 rows of rice transplanters have been introduced to improve the comfort of farmers. Many manufacturers also increase the engine power, increase the gap, adapt to the straw to the field, and apply the development needs of large and medium-sized drag ploughing. For example, Fu Lai Wei also introduced a rotary splitting mechanism to replace the widely used crank rocker mechanism to reduce machine vibration.

Third, the main demand for rice transplanters will undergo major changes, and agricultural machinery cooperatives and agricultural machinery large households will become the new force for the demand for rice transplanters. Hubei Yunqing, an agricultural machinery giant, told the author that he purchased 17 rice transplanters once a year, including 2 rides and 15 walks. Every year they have to purchase new machines and now have dozens of farm machines. The booming farmers’ professional cooperatives have become a beautiful landscape for the construction of new rural areas in China. The main force of agricultural machinery purchases in 2011 will be accelerated from ordinary consumers to various agricultural cooperatives.

Fourth, market competition has intensified, and market concentration will also undergo a process of “concentration-redistribution-recentration”. In recent years, with the rapid expansion of the rice transplanter market, many manufacturers have attracted market competition. The rice transplanter is still one of the hottest farm machinery products in the coming period. Capital inside and outside the industry continues to flow into this mysterious territory, and market competition will become more intense. At the same time, because the market demand for rice transplanters in China is greatly affected by the subsidy of agricultural machinery, some small and medium-sized enterprises can still use the policy dividend to gain an opportunity to survive. This determines that the market concentration of rice transplanters in China will also be a special one in the development process. The stage presents a decentralized process. The competitive pattern of sole proprietorship, joint ventures and domestic-made machinery for hegemony will exist for a long time, but the market law determines that the rice transplanter market in China will eventually be controlled by several large enterprises.

In short, under the influence of various factors, China's agricultural machinery exports faced with a more complex situation in 2012. Exporting companies must be prepared to respond to various emergencies, work hard on the quality of export products, and diversify their export methods. Meet various challenges together.