Is this where the focus of multinational agricultural technology enterprises has come?
China's agricultural machinery enterprises have reached today, the problem of further expansion and strengthening lies before us. In previous
years we have had dividends caused by the policy of subsidizing the purchase of agricultural machinery, and the products can be sold if they are
done. Now, differently, the marginal effect of political dividends is diminishing, and the word "hot marketing" does not seem to be in the market vocabulary.
No matter how we search stomachs, new products developed rarely “sing and move.” On the contrary, transnational enterprises
agricultural machinery does not seem to have stopped step by step to become bigger and stronger.
What's the problem? People are confused. Some time ago, I returned to the countryside and chatted with several agricultural management bosses.
technology before you know what's going on. The information he presents makes you think:
Half forage harvester, 2M cut, domestic selling price is 180,000 yuan/table, while Kubota's price is up to 250,000 yuan/table.
Buyers flocked to choose the Kubota, while the domestic same type is the sparrow. Later, to compare, we know that the market
merciless, the balance in market competition has long turned towards product reliability. High quality, reliable products are the basis for
a title that has nothing to do with patriotism or not?!
Compared with the two machines, high price reliable quality, pennies for a cent. Use for 3 - 4 years without major repairs, always at full capacity, up to
50 - 70 acres per day; The last three days we played with mada twice, kung fu couldn’t afford to linger. Participating in interregional operations, the first
working season can harvest more than 1,200 acres, income more than 170,000 yuan; Last due to high failure rate, over 900 acres of work, income less
100,000 yuan.
Think about it, the gap is worse in product quality. Precisely in response to the popular phrase: a cheap product is not a good product, a good product is not cheap. Similar
the situation is repeated on many products such as stalk harvester, family machine, silage forage harvester, cotton picker
car, etc. is by no means an example!
Kubota was founded in 1890 and has a history of over 130 years. In Asia, America, Europe, Japan and other countries around the world, currently in
a total of 158 subsidiaries and 18 affiliated companies, in the fields of agricultural machinery, small construction machinery, small
diesel engines, cast iron pipes and other areas at the forefront of the world. Kubota's sales revenue in 2018 was US$15,341 billion, which
equivalent to 107387 billion yuan; Kubota Co., Ltd.'s 2021 revenue is 18915 billion US dollars (about 132.4 billion yuan), in total
complexity 33,845 employees. While domestic tugboat Dongfang Red, Vood and Rayvo are selling at 10 - 20 billion yuan, Kubota's is zero.
Kubota is a true world-class Little Big company.
Thus, the theme of “multinational agricultural machinery enterprises must start with product quality” has completely collapsed. IN
Combined with Kubota's experience of being a multinational business, these lessons are needed:
Quality is the life of a company.
Kubota and other Japanese technical documents in place are very subtle, safety-related and quality characteristics affecting the machine's functions are also
will be noted on drawings and other technical documents; Working time is usually measured in seconds; Regardless of basic work such as 5S, morning
meetings or basic business ideas, they can be stored for many years. Japanese enterprises place more emphasis on on-the-job training
production in a factory, as a rule, new employees must be trained for three months before they are qualified and begin working
independently, the first month under the supervision of a teacher, the second month under the guidance of a master, the third month of independent work. Enterprises
agricultural machinery must develop a quality management system and operational standards, clarify requirements and quality control processes in
all aspects from the procurement of raw materials to production and processing, and then to the inspection of finished products. For example, in the raw material procurement chain, the quality of steel,
parts etc. to ensure that it meets the high standards of agricultural machinery manufacturing. In the production process, each process
controlled to prevent quality problems.
Secondly, adaptation to market changes.
Kubota faced the demand characteristics of small batches of customized users, timely transformed the way
production and achieved great success. Most of the domestic agricultural technology is a mass production model, which has a high risk at the stage
market downturn. The future of agricultural technology, diversified small-scale production is an inevitable trend. In the same range of products,
the same model, but for each region, country with one subcategory of products is an inevitable trend. Create a quality archive and system
tracking, archival management of each agricultural machine, documenting various parameters of its production process, source of raw materials,
test results and other information. Thus, as soon as a product quality problem arises, the connection that arose from
problem and take timely measures to solve it. Like some advanced agricultural machinery enterprises, thanks to information
means to achieve quality traceability throughout the product life cycle, from product design, production to sales,
After the sale, information on every aspect can be requested.
Thirdly, practice “penalism”.
The philosophy of place management, summarized by Japanese entrepreneur Mr. Gutano Yuzo, means that “a place, an existing thing, a reality,
principle, principle", requires business managers in accordance with the idea of "five beings" to manage, that is, in place, through observation and analysis
on the spot to correctly understand the reality, and confirm whether it is in accordance with the principles, principles, and then make decisions in a timely manner, make
amendments, regulate so that they can achieve planned goals, produce products that satisfy customers so that the enterprise can receive
maximum economic benefit, improve the overall quality of the enterprise, so that the enterprise can achieve the goal of survival and development in competition in
domestic and international markets. The quality of agricultural machinery products largely depends on the quality of raw materials and spare parts supplied
suppliers. Companies must conduct a careful selection of suppliers and select suppliers with a good reputation and strong quality control.
For example, field studies are carried out on suppliers' production environments, production processes, quality control equipment, etc.
Fourth, focus on technology savings.
The technical reserves of enterprises with foreign capital are the most obvious gap between domestic enterprises. Modular
Kubota's design and manufacturing technology is leading in the world, using this technical system to produce products for more
the late stage of repair can avoid a lot of disassembly, the repair seems very convenient and efficient; The secret to making Boota products more reliable
lies in the careful selection of materials, such as its half-feeding into the rice harvesting machine, external, easy to rust stainless steel components;
The high reliability of his grass pulling (cutting) device has become a guarantee of the overall reliability of his products... Details determine success or failure,
this Kubota concept runs through the entire design and production process, and domestic enterprises simply cannot get enough of this superior
relationship. The same half feeds into the rice harvesting machine, Kubota's uptime is more than 3000 hours, while the domestic aircraft
is only about 400 hours; The machine reflects that Kubota may not be repaired for three years, while domestic similar machines in
They require multiple repairs throughout the season...
Fifth, globalization must be stable, step by step
The pace of Kubota's globalization is clear, not rushed, but gradually breathtaking. In 2012, Kysnew Holland and Chery Heavy Industries, which at the time were called
Chery Heavy Industries competed to buy Gran; Kubota ended up acquiring Gran Corporation for 17% more than expected. It was obvious
large-scale mergers and acquisitions officially revealed to the outside world, and Kubota's strategy began to emerge. The matter is only the first step in
Kubota's strategic adjustment. This year Kubota wanted to enter dry fields, there is a plan step by step. But due to a failed merger with Newlands at the end
2012 Kesnew Holland officially merged with Fiat Industries, completely destroying the Kubota idea.
After Kubota took over Gran for $270 million, it began to adjust the global market by gradually setting up factories in France, investing
in the USA in preparation for the creation of a new plant for the production of tractors and officially exhibiting large tugs with a capacity of 125.7 kW (171hp) in 2015. IN
In May 2016, Kubota again demonstrated that it had won the American company Grand Plains for $340 million, and almost simultaneously announced
replenishing China's capital, increasing investment by 360 million yuan. Kubota started with machine tools, acquired Gran and Grand Planets, and then entered the
hosting area, collaborated with AVL to develop a mockup of the powerful M7 series tractors, and in 2019 demonstrated the use of acquired resources
Canadian company Buller to produce over 147 kW (200 hp) large tractors.
The Canadian company Bueller is capable of producing tractors of 441 kW (600 hp) or more, except that its two subsidiary brands were
sold to the Russian company Rostov. Thus, the cooperation between Bühler and Kubota has become closer and smoother for reaching
North American market. Kubota now has three important bases in China, USA and Thailand, as well as factories in Canada and France, Indian factories are moving forward
plan. At the same time, by acquiring Grand and Grand Plains, it gained more channels in Europe and North America.
These empirical conversations are easy to say, but need to be done for a long time to serve, without forgetting the first heart. Don't tolerate loneliness, don't travel?!
