Analysis of the hottest food machinery market in C

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Analysis of China's food machinery market

internationally, people often use the "five factor model" to analyze the market competitiveness of an industry, mainly including the market competition of competitors, the competition of potential entrants, the threat of substitutes, the power of supply side bargaining and the power of demand side bargaining. China's food machinery is in a relatively high inferior position, and its market competitiveness is poor; At the same time, the growth mode of China's food machinery manufacturing industry still lacks the rapid growth of overall quality. Therefore, we should not only objectively analyze the market competition situation of China's food machinery, but also actively create conditions to obtain competitive advantage. According to the "five factor model" theory, the internal situation of market competition in China's food machinery industry is analyzed as follows:

market competition of existing competitors

at present, the market competition of China's food machinery is mainly reflected in the competition in the high-end product market and the middle and low-end product market. The high-end products of China's food machinery are mainly obtained by importing or mapping imitation. Many technical know-how has not been mastered. The development of these high-end food machinery is restricted by the weak innovation ability and intellectual property rights. However, foreign food machinery mainly relies on technical advantages and technical barriers to obtain the competitive advantage over China's food machinery, so as to occupy the main market share of China's high-end food machinery (such as large-scale, high-end and sophisticated products) for a long time. In addition, there is also fierce competition among foreign food machinery. For example, the food machinery manufacturing enterprises in the United States, Britain, France, Germany, Switzerland, Italy, Japan and other countries are also using their respective advantages to compete for China's market. None of them has the ability to monopolize all the food machinery market, but they have different degrees of monopoly characteristics in some products, some technologies and some materials. Therefore, the market competition of China's food machinery is actually the continuation of the fierce competition in the international market in China's food machinery industry; The focus of market competition is not quantity, but technology, standards and product quality

market part of medium and low-end products. China's food machinery manufacturing industry is still dominated by medium and low-end products, which mainly rely on low-cost advantages to participate in competition and occupy the market. Enterprises generally adopt price competition and constantly improve quality to win market space. Enterprises still lack sufficient independent innovation ability to form the leading force in the left and right markets. Even the strong players in the industry only have certain leading advantages in individual varieties, and most products are still in a decentralized competition state. There are three main reasons why enterprises generally adopt price competition. 3 Plastic tensile testing machine: the tensile strength of plastic is greater than that of rubber: first, with the formation of diversified and market-oriented investment system, more and more foreign capital has entered China's food machinery manufacturing industry, which has led to many low-end enterprises in China unable to compete with foreign-funded enterprises, forming the so-called "serious low-level repeated production", resulting in price competition. Second, there are a few high-end products and a majority of medium and low-end products in China's market, so the market structure presents strong competitiveness of medium and low-end products. Therefore, the competition mode of medium and low-grade products can only adopt price competition, while high-grade products have technical competition. Third, most Chinese enterprises do not have strong technological innovation ability at present, and enterprises rely more on imitating foreign technology or domestic others' technology to obtain short-term benefits

competition of potential entrants

whether there are many potential entrants in China's food machinery manufacturing industry mainly depends on whether the industry is attractive enough. Judging from the current situation, China's food machinery manufacturing industry will remain a very attractive industry for a long time. It can be reflected in the following aspects: first, a considerable average profit margin. The sales profit margin of China's food machinery manufacturing industry is greater than that of major industrial equipment manufacturing industry. Therefore, China's food machinery manufacturing industry is still an industry with high return on investment. Second, broad and sustainable market prospects. From a qualitative point of view, agricultural products or food is a necessity that people can never live without, and with the improvement of people's quality of life, its market demand will continue to expand, requiring more refined quality, more health and safety. Quantitatively, the average growth rate of China's food industry from 2001 to 2004 was 18%, much higher than the growth rate of the national economy. Therefore, the food machinery manufacturing industry has broad and sustainable market prospects. Third, the relatively loose national industrial policy is very beneficial to the development of food machinery. First, the state continues to implement the policies of industrial upgrading, structural adjustment and accelerating the integration with the world of agricultural products processing industry and food industry, and adopts measures such as replacing traditional technology with high-tech, replacing backward technology with advanced and applicable technology, and strengthening the use of international standards, which provides a good development space for the development of food machinery manufacturing industry. Second, the state will support the technological innovation, technological progress and scientific and technological breakthrough of agricultural product processing technology and equipment with food processing as the main object for a long time, so as to enhance the market competitiveness of enterprises

the threat of substitutes

as China is a large agricultural country and a large agricultural product country, the food machinery manufacturing industry is irreplaceable; As long as the agricultural products processing industry and food industry exist, the related machinery manufacturing industry that provides technical equipment for them cannot be replaced. Although in recent years, with the acceleration of scientific and technological progress, various new technologies and materials in the field of food processing have emerged in an endless stream, such as purchasing materials and new equipment, which are centered on improving the technical content, reducing production costs, improving economic benefits and production efficiency of the industry. In terms of some processed products and technical equipment, alternative competition actually exists, and is accelerating the substitution. Some newly developed products are or will replace traditional products, replace backward processes with advanced production processes, replace backward technical equipment with advanced production equipment, replace traditional technologies with high and new technologies, and so on. Alternative competition is a severe challenge to the existing food machinery manufacturing enterprises. From the current situation in China, alternative competition provides a good market entry point and potential competitive advantage for new entrants. According to the calculation of industry experts, in recent years, more than 1000 food machinery manufacturing enterprises have stopped production or increased backward every year, while another 1000 or so enterprises are born and enter the industry every year, and their new entrants are mainly private enterprises and foreign-funded enterprises. In the face of the traditional position of state-owned enterprises, the pattern of state-owned enterprises dominating the world in the past has been broken through the introduction of new technologies, new processes and enterprise restructuring

bargaining power of the supplier

whether the supplier power of China's food machinery manufacturing industry is developed is not only because many food machinery manufacturing enterprises are active in the industry, but also because of whether the supply chain or supply system is complete, whether the technology is mature, whether the product quality is reliable, whether the supply and use enterprises maintain a stable and honest supply relationship, etc, The degree of production specialization and marketization of enterprises is also an important factor to enhance the power of suppliers. If an enterprise pursues the production organization mode of "large and comprehensive, small and comprehensive" to rebuild the new advantages of Shandong raw material industry, the production management range and command difficulty of the enterprise will be greatly increased, and the flexibility of enterprise operation will also be reduced. As a result, it is difficult for enterprises to reduce procurement costs and improve the quality of finished products. From the perspective of operation mechanism, if the production specialization cooperation system is developed and the supply is highly market-oriented, the price, quality and service of final products will be improved. From the perspective of China's food machinery manufacturing industry, the power of suppliers will not form a monopoly market for users in the short term, but may be monopolized by foreign enterprises on individual large-scale, high-tech imported equipment. This is mainly because: "First, the supply system and supply chain of China's food machinery are in the process of rapid development and continuous improvement, and are still in an underdeveloped state on the whole. Third, the threshold for suppliers to enter the market continues to rise, continuous, automated and high-tech equipment has become the mainstream of development, and simple, traditional, backward and small food machinery has not adapted to the development needs of the new situation of the industry. Fourth, the old organizational system has However, the new organizational system has not been fully formed. Under the disorderly pattern, the competition order of China's food machinery manufacturing industry needs to be further standardized

bargaining power of the demander

from the industry situation in recent years, China's food machinery manufacturing enterprises have been greatly suppressed by the demander, but the degree of pressure in different market segments is different. In some food machinery products with high technical content and added value, market forces are generally beneficial to suppliers; In terms of medium and low-grade food machinery products, equipment manufacturing enterprises are under strong pressure from market demand, and the demander has more initiative in bargaining. From the perspective of the demander, the factors that affect the bargaining power of the demander mainly include the comparison between the demand quantity and the supply quantity, the concentration of the demander and the strength of key customers, the organization degree of the demander, the payment ability of the demander, etc. In addition, the bargaining power of the demander can also be analyzed from the supply side, which mainly involves the comparison between the supply quantity and the demand quantity, the production enterprises strengthening the dynamic inspection of the announced enterprises, the intensity of competition between industries, the capacity utilization rate of production enterprises, government industrial policies, etc. From the perspective of supply and demand, the vast majority of products in China's food machinery industry are in a strong competitive state of oversupply, and the overall production capacity is generally higher than the market demand, so the demander has always been in a strong market position, that is, the buyer's market. In the medium and low-grade product market, the limited market demand is mainly divided by several larger enterprises; In the high-end product market, although domestic demand is very strong, it is difficult for domestic production enterprises to provide equipment. Due to the fierce competition between foreign production enterprises, buyers have a lot of choices. In fact, the initiative of bargaining is still in the hands of domestic buyers. From the perspective of competition form, in the market of medium and low-end products, domestic equipment manufacturing enterprises have become the protagonists of competition, and most of them adopt price competition strategies to occupy the limited market; In the high-end product market, the difference between foreign enterprises and domestic enterprises is that foreign enterprises often have technical advantages in market segments or some links. They generally adopt differentiated strategies to occupy the market, rather than price cutting competition

based on the above analysis, to reverse the passive situation of poor competitiveness in China's food machinery market, we should pay close attention to the following aspects: first, accelerate the pace of international integration. In the design, manufacture and use of food machinery, actively adopt the standards of the international organization for Standardization (ISO) and the European Committee for Standardization (CEN), or adopt domestic equivalent international standards. These standards have been widely recognized and adopted all over the world, especially in developed countries, and represent the development mainstream of international food machinery technical standards. Second, actively implement the famous brand strategy. In the process of structural adjustment and industrial upgrading, people are increasingly pursuing famous brand products of food machinery

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