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    2020年千亿农机市场掘金必须掌控这四点

    每日头条 2020-01-20 237 0 0
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    日月不淹,春秋代序。不经意间,2019年的365个日夜悄,无声息地匿迹于岁月的渡口,且行且远,当2020年第一缕阳光照耀在广袤无垠的大地上,世间万物焕发出蓬勃生机,踏入崭新征程的奋斗者们,已是信心满怀。

    2019年的农机行业,新一轮的产业轮动正在继续,传统市场特定运行规律的“旧路标”正在消失,转型升级发展阶段的新秩序尚未完全建立,行业洗牌和缓速、低效运行仍在持续,焦虑在农机企业家和广大从业者群体中蔓延。可以断定,2020年农机市场仍处于转型过渡期,低速常态化势在必然。面对充满未知、挑战和无限希望的千亿农机市场,所有农机企业都在积极寻找低收益时代里新的发展路径,朝着崭新的目标持续前行。

    第一,技术壁垒,最难以被逾越的护城河

    据统计,中国是全球工业体系最完整的国家之一,在世界500多种主要工业产品品类中,中国具备525个小类的生产能力,且220多种工业产品的产量居全球第一位,比如平板玻璃、水泥、粗钢、化肥等。但是,许多中国制造是产能过剩的,走出去就面临着反倾销调查。所以讲,在如此背景下,中国企业要走向全球化,就必须告别“数量取胜”的时代,进入“质量取胜”的新时代。

    不可否认,当代全球工业竞争,其实质就是核心技术的竞争,谁掌握了先进核心技术,谁就把握了最有力的“话语权”,对于任何行业来说,都是这样。农机工业作为机械工业的一个分支,其发展历程颇具代表性。在全球农机竞技的舞台上,高端、智能以及前沿科技的“头部位置”,被欧美等国家占领,国内农机体量虽然占据绝对优势,2012年已经位居全球第一,但是整体竞争优势却处于“腰部”甚至更往下的位置。

    尤其是自2015年开始进入转型升级阶段以来,农机行业技术创新乏力所造成的短板效应更加明显,反映在市场表现层面有两点,一是国内高端、大型化农机国产化不足,依赖进口;另一方面,国内低端农机产品同质化严重且供给过剩,众多品牌间的竞争进入白热化,到处都是“拼刺刀”“肉搏战”。如何摆脱“泥潭深水”?途径只有一个,那就是创新,尤其是技术创新。无论何时,技术壁垒始终是最难以被逾越的“护城河”,也是农机企业赢得市场竞争最有力的武器,可以肯定地说,2020年能够实现长足进步的,必定是具备核心技术优势和优秀产品品质的企业。

    第二,越纯粹,走得越远

    站在更加宽广的平台上,回头看2019年的商界事件,既有不少的高光荣耀,也有太多的经验教训,其中,资本市场就给多元化集团老板们上了最好的一堂课。大家谁也没想到,一个卖酱油的上市公司海天味业,过去几年市值一路上涨到接近3000亿,公司的净利润从2009年的7亿涨到2019年接近40亿!大家谁也没想到,中国目前多元化最成功的复星国际集团2018年净利润134亿,2019年中期净利润76亿,公司每股净资产13.4元,每股收益0.89元,但股价只有11元,市值才900多亿,相当于按净资产打8折。更甚者,全世界曾经的多元化偶像通用电气,近几年从业务到财务全面崩盘,股价暴跌近70%,连续每年亏损过百亿美元!

    其实,商业市场原本就是一个没有固定套路的“江湖”,虽然不能以一时的成败论英雄,但是所有的成败存亡也有规律可循。综合看来,大凡失败的企业,都多少存在以下问题,诸如投机取巧、盲目扩张、品质跟不上质量、现金流断裂、管理松散……而成功的企业,也有一个共同核心点,那就是坚守品质,做强主业。至于企业搞“多元化”还是坚持“专业化”经营,是不是一定要“把鸡蛋放到不同篮子里”,一定要量力而行,因为终其一点,盲目多元化扩张是必然会出问题的!说来说去,任何企业的长足发展都必须在筑牢核心产业优势的基础上实现的。

    对于农机企业而言,有两个维度的产业经营选择问题值得慎重思考,第一个维度是,能否跨界;另一个是,产业内多元化与专业化。其实,不同的企业要从不同的角度去对待,国内农机行业,有的企业适合做“加法”,有的企业适合做“减法”。国内头部农机企业都在不同维度上进行着多元化运营,不仅制造农机装备,而且有的还涉及到工程机械、房地产等其他行业。这种情况下,如果每个业务板块都资金充足、团队坚实、现金流顺畅、盈利水平不低……那么,就应该站在多元化领域做得更好,反之,如果资金也跟不上、人才也缺乏、盈利不足以支撑运营……那就得快刀斩乱麻、赶紧做“减法”。农机企业在产品的品类选择上,亦是同理。每个企业都必须根据不同时期的经济环境和经营现状,适时进行动态调整。

    从更加长远的角度看,农机企业就应该首先把“农机”做好,把自己擅长的主业做到“数一数二”;不管是做部件还是做整机,把自己的核心产品做到“数一数二”……农机经营者必须树立坚定的信念,要对行业有信心、对自身从事的产业有信心,聚焦技术突破、聚焦产品升级、聚焦转型升级……围绕着自身核心优势深耕细作,必将在2020年的农机市场中取得不俗的业绩。

    第三,传统与科技的深度融合

    有关机构在分析中国宏观经济数据后发现,2008年之前,国家负债率和经济增长一直往上走;2008年之后,两个指标便分道扬镳——负债率持续走高,经济增速越来越慢。这说明,经济增长动能发生切换,靠刺激来实现增长的政策越来越低效。当今时代是科技时代,科技正在成为重塑我们的经济、生活和世界最为重要的力量。我们正处于崭新的发展时期,有两大因素深刻影响着经济发展方向,一是,新技术占据创新中心,另一是,新消费引领消费高地。这一切,都在信息科技日益发达的今天,发生着颠覆性变革,呈现出新特征。

    农机行业作为典型的传统产业,也正在AI人工智能、大数据、5G、云计算等科技智能的助推下,焕发出新的时代特点,不管是农机产品、农机操控系统还是流通交易方式、信息沟通等全要素,被科技进步赋予了更多的智能化,农机产业的未来,也在信息科技助力下充满了无限可能。2020年,农机行业科技智能趋势必定会更加强烈,所有农机企业都必须顺应大势,在产品科技创新、智能化、先进性等环节加大力度,与此同时,要全面借助信息化,加大“互联网+”“物联网+”以及电子商务平台与实体交易的融合,实现线上、线下有效互动,让传统产业插上科技智能的有力翅膀。

    第四,挣钱仍是硬道理

    近年,全球经济增速放缓,国内经济也在深度调整,商业领域变得空前复杂又空前分化,诸如,传统产业哀鸿遍野,新兴产业高歌猛进;市场竞争遍地“红海”,同时又似乎会出现一片“蓝海”。毋庸置疑,中国经济增速狂飙突进的时代已经过去,缓速运行新常态成为现实,还用老办法寻求经济增长和营收增长已经不可能。国内经济专家判断,关于消费驱动,从来都是先分级、然后再实现升级的,伴随着90后00后的崛起,“没有穷过的一代”展现出新消费取向,“喜欢不贵的奢侈品以及便宜的高质品”已经成为新的消费潮流。

    一直以来,国内很多传统企业习惯了“闷声赚钱”,互联网公司习惯了“赔钱赚吆喝”。但是,从经营的角度讲,企业终究是需要盈利的,盈利不仅是财务数字的胜利,更是企业赖以生存与发展的根本。面对2020年崭新的市场竞争,农机企业必须潜心研究用户消费发展趋向,找准企业核心优势和盈利支撑点,不管是做传统产品还是新兴小众产品,“不增长、不存活”,挣钱才是硬道理,只有保持不断进步,才有机会迎接更新的发展机遇和下一站的辉煌!

    来源:农机360网;作者:李勇;农产品期货网转载本文仅为传播更多信息为目的,并不表示本网认可文中作者观点。若转载文章作者有认为本网有不妥之处,请致电本网010-51289506联系,本网将立即与您磋商并解决相关事宜。

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