How to Promote Product Marketing of Domestic Small Agricultural Machinery Enterprises

With the strong support of 17.5 billion subsidy funds, the 2011 agricultural equipment industry continued its hot market. With the influx of more domestic and foreign companies, the competition among enterprises is also constantly escalating. In order to compete in the blood, some large companies have launched a series of product promotion activities, such as the national spring and autumn service month activity, large-scale winter warming activities, large-scale products touring exhibitions across the country, and return visits in key areas. , user forums, etc. In particular, some powerful companies launched the “drafting grand prize” campaign for tractors and harvesters. Prizes ranged from tractors, tricycles, motorcycles, computers, and mobile phones to thousands of yuans of fuel cards, attracting users’ eyeballs and giving users generous gifts. At the same time, it also brought great pressure on small-scale agricultural machinery companies.

According to statistics from authoritative organizations, there are no less than 8,000 domestic agricultural machinery manufacturing enterprises. Most of these enterprises are small and medium-sized enterprises. As the strength of large enterprises continues to grow and the rapid expansion of multinational companies in China, the scene of consolidation of the agricultural machinery industry has started, and small and medium-sized enterprises have The squeeze of both ends, coupled with the financing environment in the last two years is even more unfavorable to SMEs, so the survival of SMEs is not optimistic. In this situation, SMEs should make breakthroughs in product promotion. Products are the basis for all business operations of the company. Only through product breakthroughs, other business activities of SMEs can be carried out effectively. However, small and medium-sized enterprises are restricted by funds and strength, and it is difficult to carry out large-scale promotion activities such as "drafting grand prizes" and "giving gifts". However, in the face of the aggressiveness of the “giant” in the industry, it is imperative to carry out product promotion activities for the needs of business operations. Then, how should small and medium-sized agricultural machinery enterprises develop their own product promotion activities according to their own strengths and receive the expected results? The following suggestions and measures are available for reference by related companies.

I. Demonstrate national exhibitions and raise awareness. Exhibitions are platforms for companies to promote their brands and promote their products. Small and medium-sized agricultural machinery companies should choose to participate in important exhibitions based on their own financial status. If the company sets the target market in the country or in a larger area, it should not miss the two major exhibitions in the agricultural machinery industry, namely the "National Agricultural Machinery Exhibition" in the spring and the "China International Agricultural Machinery Exhibition" in the fall. These two exhibitions are the most famous exhibitions in the domestic agricultural machinery industry. They can participate in these two exhibitions. For small and medium-sized agricultural machinery enterprises, it is an industry-oriented, dealer-oriented, user-oriented, and a good bright camera meeting. It is also an enterprise that attracts users. Excellent opportunity to discover potential partners with distributors. Starting from 2011, the two major exhibitions will be jointly organized by China Agricultural Machinery Circulation Association, China Agricultural Machinery Industry Association, and China Agricultural Machinery Association.

With the rapid growth of demand for agricultural machinery in recent years, some other national exhibitions related to agriculture and agricultural machinery have also flourished. The popularity of exhibitions such as the Shaanxi Yangling National Agricultural Conference, the Beijing Hanover Agricultural Machinery Exhibition, and the New Rural Construction Equipment Expo has become increasingly prominent. The louder it is, the tendency is to have a rivalry with the two major national and international exhibitions held by the three major associations.

SMEs interested in expanding their business abroad should not miss the Canton Fair, which has influence in the world. Today’s Canton Fair has become a platform for foreign users to seek potential Chinese partners. This exhibition is held twice a year, for small and medium-sized companies without overseas sales experience. Enterprises, by participating in such exhibitions, can find potential partners at a lower cost.

The national large-scale exhibition focuses on image propaganda and brand communication. Even if the company makes its appearance at the exhibition, it will enhance the confidence of the dealers in the company. This is also the reason why every year the agricultural machinery company wants to enter these exhibitions. The national exhibition is also the best way to communicate with the industry. Through the exhibition, you can get the latest technology trends in the industry. Through product benchmarking, you can find the strengths and weaknesses of your own products.

Secondly, planning regional promotion meetings and grasping target users to participate in national exhibitions is indeed an opportunity to promote corporate image and close contact with large numbers of users. It is also an important promotion measure, but for small and medium-sized enterprises, it is subject to funds. With the limitation of strength, it is impossible to make large-scale investment in it. Therefore, it is impossible to book to a satisfactory booth. Naturally, the effectiveness of the exhibition will be greatly reduced. Therefore, it may be better to participate in regional exhibitions according to the actual situation of the company.