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2019年出货量已破万,大疆农业*?

2019-04-25 18:35:48 来源:农机网 阅读量:15373 评论

导读:4月25日,大疆农业在与媒体沟通中宣布其全系植保机 2019 年中国区累计发货量突破 10000 台大关。并随后发布了销售业绩海报。

  【农机网 热点关注】4 月 25 日,大疆农业在与媒体沟通中宣布其全系植保机 2019 年中国区累计发货量突破 10000 台大关。并随后发布了销售业绩海报。
 
  “1万台什么概念?我们16年和17年两年的数据相加,还没有我们今年4个月卖得多。”大疆农业亚太区销售总监陈韬提及这一数据万分感慨。据悉,按照植保机3-8月的销售旺季进行预测,大疆今年的植保无人机的销量有望突破2万台,保有量有望达到4万台以上。

  在农业机械化的趋势下,植保机市场随着技术普及和成本降低走向高速发展。自 2015 年底大疆推出款MG-1开始,到2018年年底,三年时间中国植保无人机市场从可以忽略不计成长到保有量约3 万台,其中大疆农业占据着约2/3的份额。

  但另一方面,从植保无人机上游的供应链数据了解到,目前整个产业链的实际配套供应量,约在15000套左右。新的市场趋势给植保无人机上下游带来新的成长空间,但植保无人机企业也趋向头部集中,由2017年的200-300家大幅度缩减,预期至今年年底可能不足20家。
 
  价格手段*
 
  回顾近4年来的植保机市场,似乎就是一个价格刺激,销量翻番的增量市场。
 
  2015年11月,大疆发布*农业植保无人机MG-1,定价为52999元,标准载荷达10公斤,满载续航时间十分钟,每小时作业量可达40~60亩,作业效率是人工的40~60倍。
 
  该产品改变了此前市场上植保机质量差、售后冗长的问题,也开启了中国植保无人机价格快速下降的节奏。而在此前,不少厂家发布的植保机,价格均在10万元左右。
 
  2016年11月,大疆继续发布定价为42150元的MG-1S,售价较MG-1减少一万多元;2017年12月发布的MG-1SA 定价29999元。

  为了让个体户能够买到更高性价比的产品,大疆农业还在2018年年底*地推出了“合约机”,用户只需要投入较小成本,便可以获得一台全新的大疆植保无人机。“合约机”计划目的在于解决飞防门槛高、初期业务扩张难等问题,同时刺激市场增量。
 
  对于持续让利终端用户的策略,大疆农业事业部总监何国庆表示,在大疆全线业务中,大疆农业的占比不大,但产业价值与社会价值巨大。在2017年提出了不以短期利润为目标后,大疆农业更加专注于追求技术和服务的迭代,为农户和植保队解决实际问题,探索更多经济作物的植保模式、与药企合作推出飞防专用药剂及施药标准等等。农业对技术的需求迫切而深入,为大疆的工程师提供了近乎无限的探索空间。结合自己的优势发展应用于农业的技术与大疆的工程师文化是高度吻合。
 
  随着保有量的增加,植保无人机也纳入了农机的体系。农业部、财政部和民航局曾联合印发通知,从2017年开始选择浙江、安徽、江西、湖南、广东和重庆6个省(市),开展以农机购置补贴引导植保机规范应用的试点工作。
 
  据不完全统计,将植保机纳入农机补贴的省份越来越多。2018年就有广东、广西、湖南、湖北、江西、浙江、江苏、福建、安徽、河南、山东、陕西、宁夏、甘肃、重庆等省市将植保机纳入农机购置补贴中,补贴金额基本是万元起步。以江西省为例,江西省农业农村厅显示,对10~15L电动植保无人飞机补贴额为15000元,15~20L电动植保无人飞机补贴额为20000元。
 
  产品调价,加上政府补贴,让植保机从4年前的10万元以上,一下子跳到3万元左右的水平。而不少的小品牌的单机价格,已经降到了2万元左右的。
 
  价格下降,利润下降迫使不少生产企业谋划转型,甚至退出市场。
 
  土办法撬开市场
 
  产品价格不断下调,政府补贴带来了购买门槛降低,给企业的推广带来了众多机遇与挑战。在这场植保机普及战中,作为科技企业的大疆,却用一套“土办法”,撬开了销量。这也让它与竞争对手“高大上”的投资人宣传策略,形成了明显的差异。
 
  2018年12月的新品发布会上,大疆农业曾宣布,投入两千万,用于代理商推广与形象店优化补贴。
 
  截止4月份,大疆农业已经支持各地代理商举办了超过1200场的推广活动。在“形象店优化补贴”的刺激下,超过400家代理商门店完成了统一的门店招牌更新。

  除了门店宣传渠道建设,大疆农业也鼓励渠道合作伙伴进行下乡刷墙、树广告牌这种接地气的宣传活动。带有“飞机打药,大疆更好”类似标语的刷墙与路牌广告,已在全国投放超过1000 处。
 
  2019年,为了进一步构建“人、机、技、剂”的产业链闭环,大疆农业首度提出了“飞防生态圈”的概念。人是人才培养,机是性能更加出色的产品,技是飞防技术的优化与迭代,剂则是与科迪华、先正达、巴斯夫等药企企业的联合开发。

  市场蕴含着新机会,新机会也给植保机上下游带来了新的空间,但植保无人机企业却在加速趋向头部集中。
 
  在农业机械化的大趋势下,植保机也成为了一个小趋势。这个小趋势中,大疆再一次以独特风格,探索出了属于自己的特色发展道路。这甚至侧面印证,中国市场的工程师红利,还将继续。
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