Dongfeng Agricultural Machinery has been leading in sales in the Xinjiang market for many years
Mechanised agriculture is an important symbol to measure the development of modern agriculture. In China, if you want to know which region has the strongest level of Mechanised agriculture, Xinjiang will undoubtedly have a place. In particular, the Xinjiang Production and Construction Corps has achieved a comprehensive mechanization rate of 95.3% in the Plantation industry, which ranks first in China. It is precisely because of this that Xinjiang can be regarded as a must-have place for major agricultural machinery brands both domestically and internationally.
Dongfeng Agricultural Machinery, as one of the leading enterprises in the domestic agricultural machinery industry, has entered the Xinjiang market for over 20 years. In recent years, Dongfeng brand tractors have ranked first in the market sales of Xinjiang Autonomous Region for many consecutive years, even in the production and construction corps with numerous foreign brands, they can still rank in the top three, and the market performance is very impressive. In order to understand the sales secrets of Dongfeng Agricultural Machinery in the Xinjiang market, the author specifically interviewed Ding Xiangyao, the general manager of Dongfeng Agricultural Machinery Xinjiang Marketing Company, at the 2023 Xinjiang Agricultural Machinery Expo.
Facing the upgrading of national emission standards and taking the initiative
In 2023, due to the impact of the fourth emission upgrade in China, the domestic agricultural machinery market was very sluggish in the first half of the year, and many enterprises suffered greatly, with no sales of equipment at all. Regarding this, Ding Xiangyao, General Manager of Dongfeng Agricultural Machinery Xinjiang Marketing Company, stated: This year is a year of comprehensive implementation of the Fourth National Product Plan, with many changes in product structure and uncertainties in the market. In response to this situation, constant complaints have no effect on the market. Therefore, we require dealers to actively change their business philosophy, engage more with end users, understand their concerns about the Fourth National Product Plan, and identify new demands. This can help us formulate some positive market strategies Targeted policies to help users address their concerns, if all of these are done well, then the emission upgrade of the fourth national standard will not only be a challenge, but also an opportunity for us
Regarding this, Ding Xiangyao explained: The user used your tractor to come out with this machine, and its operational benefits, including operational stability, are guaranteed. If the user has tangible benefits, they are naturally willing to buy your equipment. The previous method of blindly recommending new products to the user is no longer feasible, and it must be targeted. For example, in the past two years, the Xinjiang market has been very popular for packaging operations, so we have launched targeted products There are multiple tractor products ranging from 160 to 210 horsepower, and there are three chassis models for users to choose from. Whether it is pursuing cost-effectiveness for self use or efficiency for cross regional operations, there are suitable products to choose from
An important factor in market leadership, product diversification
In addition to packaging operations, Ding Xiangyao also introduced five tractor models available for Dongfeng Agricultural Machinery, which are suitable for plowing operations with high operating loads on tractors above 200 horsepower. From 200d to 2404 power shift tractors, users can choose from domestic or imported plows.
In response to the Xinjiang market in 2023, Dongfeng Agricultural Machinery has launched the Q-series tractor product with a power output of 140-180 horsepower. This series of tractors focuses on cost-effectiveness and is suitable for plowing, straw packaging, and residual film recycling operations, meeting the different operational needs of users. Moreover, the chassis stability of this series of tractors has been verified for many years and has undergone a series of optimization and configuration upgrades. Once launched, it has received praise from many users, with high work efficiency, good economy, and very advantageous fuel.ments for work efficiency.
Ding Xiangyao said at the end of the interview, "Xinjiang is a very core market for Dongfeng Agricultural Machinery, and many new products are prioritized for operation verification in Xinjiang. Our technical personnel also visit Xinjiang multiple times a year for research and close communication with end users to improve our products to be more competitive
