Agricultural machinery market: Grasp the pre-purchase demand to implement accurate layout

The pre-purchase process of users is influenced by many factors, and different types of users show unique characteristics and preferences. In-depth analysis of these factors can provide strong support for agricultural machinery enterprises to develop accurate and effective marketing strategies, and help enterprises stand out in the highly competitive market.

Update the user-dominated purchase market and characteristics

In recent years, update users have become the main purchasing group of agricultural machinery market. However, a significant phenomenon is that users generally have a low re-purchase rate, and most agricultural machinery enterprises have a re-purchase rate of less than 5% in the life cycle of their products. This shows that in the agricultural machinery market, users are more cautious in the choice of products, in addition to the head of enterprises, strength enterprises, generally will not easily repeat the purchase of the same brand or model of products.

In terms of the purchase process, 60% of users often need to go through three to five visits to the store, comprehensive analysis of various types of information and multi-product comparison before they make up their mind to buy. This reflects the rationality and prudence of users in purchasing decisions, and they hope to choose the agricultural machinery that best meets their needs by fully understanding the various products on the market. At the same time, according to statistics, 50% of users need dealers to make multiple offline visits to achieve sales. This shows that continuous communication and interaction between dealers and users is crucial to facilitate transactions, and dealers need to invest more time and energy to follow up and meet the needs of users.

The strong influence of word-of-mouth communication

In the user's considerations before purchasing the machine, the introduction, evaluation and recommendation of local agricultural machinery experts, service and maintenance personnel, machine operators and acquaintances occupy an important position. This "word-of-mouth" type of word-of-mouth communication based on the exchange of actual use experience has extremely high influence.

For users, advice from people with practical experience around them is often more credible and convincing than advertising. With their rich industry experience and in-depth understanding of various agricultural machinery products, their recommendations can allow users to quickly lock in some quality products. Service and maintenance personnel can provide professional advice from the perspective of product reliability and maintenance convenience. The hands-on experience shared by the operator and acquaintances allows users to feel the advantages and disadvantages of the product more intuitively.

The multiple influence of network information

Network information also plays an indispensable role in the purchase process of users, and the preferences of users of different ages are significantly different. Young users under the age of 40 prefer social media platforms such as Douyin and Kuaishou. They are keen to share their buying experiences and usage experiences on these platforms, which in turn radiates to their peers and wider social circles. For agricultural machinery enterprises, this is a very potential communication channel. The sharing of young users often has strong appeal and communication power, which can attract more young users to pay attention to related agricultural machinery products. For example, some young users posted cool videos of themselves operating new agricultural machines on social media, showing the intelligent functions and efficient operation capabilities of agricultural machines, which can stimulate other young users' interest in purchasing. Users around 50 years old, focus on the seller and the product of the objective comments and experience. In this information age, they understand the importance of getting comprehensive information through the Internet, and negative reviews are a key barrier to their purchasing decisions. For these users, enterprises need to pay more attention to the shaping of their own brand image and the maintenance of product reputation. A number of Internet agricultural machinery industry application service platforms have keenly captured this trend, by opening accounts in official platforms such as Douyin, Kuaishou and video number, and using live broadcasting, creative planning, news release and other forms to create a new digital marketing experience for customers, and therefore become one of the main information sources for many users to obtain information and make decisions about purchases.

Enterprise response strategies

Based on the above insight into the user's pre-purchase process, agricultural machinery enterprises should develop targeted marketing strategies. For younger groups, companies can actively engage in social media activities. Carry out activities such as agricultural machinery operation skills competition and agricultural machinery creative display to attract young users to participate and enhance the interaction and stickiness between the brand and users. At the same time, young users are encouraged to share activity content and expand brand influence. For the elderly group, enterprises should optimize the establishment of multi-dimensional recommendation mechanism. Local agricultural machinery experts, service and maintenance personnel can be invited to become brand recommendation officers, and through their professional recommendation and word-of-mouth communication, elderly users can increase their trust in the brand. In addition, enterprises should attach great importance to user evaluations on the network, deal with negative evaluations in a timely manner, optimize products and services, and enhance brand image.

Companies should also take the initiative to use big data and artificial intelligence technology to deeply analyze user behavior and preference data before purchase. Through the analysis of users' browsing history, search keywords, interactive behavior and other data on the network platform, we can accurately grasp the characteristics of users' needs, accurately recommend suitable agricultural machinery product models and configurations for users, achieve accurate marketing, and improve sales conversion rate.

By deeply understanding the behavioral characteristics and influencing factors of users before purchasing machines, and developing corresponding marketing strategies, agricultural machinery enterprises can better meet user needs, enhance brand competitiveness, and achieve sustainable development in the complex and changeable market environment.

Author: Agricultural machinery situation

Source: Agricultural Machinery News Network