To inventory the agricultural market in recent years, several popular pesticide varieties, glufosinate should be on the list.
As an exterminated herbicide, glufosinate, there is a wide range of markets around the world. According to statistics, 2017 glufosinate original domestic demand in the 1.2-1.6 million tons, folded into a water agent in the 6-8 million tons. The same as the offalicide herbicide paraquat, the normal demand, also about 120,000 tons (also said that 80,000 tons).
Glufosinate market into the bayonet see the red battle phase, is it true?
Such a huge market demand, paraquat water agent after banned, glufosinate there is not hot reason. If benign development, glufosinate should be an important species in the herbicide market.
However, with the paraquat water agent delisting, the domestic pesticide companies flocked, glufosinate market quickly showed a “lively” scene. Yes: both “hot” and “trouble”.
“Hot” is: hundreds of registration documents, get together to compete for channels and user resources; all kinds of “low-cost all”, “buy big send small”, you Changba me play!
Some people benefit from the promotion of early, become the market line brand; some people benefit from the cost advantage, strong place; more people boldly, or fake, or low-cost approach, arrogant spoiler.
So, someone exclaimed: glufosinate has entered the bayonet see the red battle phase! Is the market so real?
Demand is still in the rising stage
The so-called fighting, the subtext is a commodity category has entered the white-hot competition, that competition into the most intense stage.
A variety of channel information shows that this year the main glufosinate production enterprises, are more or less to achieve year on year growth.
It can be seen, glufosinate grade at least in the sales level, is in the rising stage.
No farmer opinion leader
After more than 10 years of publicity and promotion, in the pachyco sundai delisting, the rise of cash crops, resistant grass and other factors under the influence of rapid weeding, inter-row weeding, shallow root crop weeding, resistance grass control, no-till Field weeding and so on the application of the scene, have begun to appear on the grass glufosinate rigid consumer groups demand, and hundreds of documents and documents resources, greatly meet the market demand.
For the time being, most of the users of glufosinate have not yet entered the market “cross-reference” stage. Mutual reference, that is the user in the consumer process, will refer to the experience of others, but also to others to spread their own experience. In other words, there is a need for a key opinion leader (KOL) to show that it is a complete mature market.
So, glufosinate market, how many KOL did it appear?
For the pesticide industry, the vast majority of users still remain in the “channel is king” era, the lack of third-party evaluation, the lack of information transparency, symmetry, and thus users in the purchase decision-making process, play a key role in the role of leaders, Mainly from the seller (store recommended).
As far as I know, in a number of sub-application scenarios, for a variety of reasons, glufosinate has not yet formed a number of key viewers in the consumer groups, indicating that the market is still missing KOL, leading to market stay in immature state. Therefore, glufosinate in the country by the weeding and wasteland weeding, there is still no like glyphosate, paraquat as the dominant brand.
However, although the traditional farmers scattered in the lack of key opinion leaders, but some new users (such as new farmers), through its familiar planting circle (community), through the agricultural industry forum, from the media, newspapers and other third-party evaluation agencies, Try to get critical advice to determine your own buying decision.
In Guangdong, Hainan and other places to visit retail stores, often encounter some bananas, papaya, vegetable growers, in the procurement of herbicides, the “name” to buy. In some planting base visits, they often hear some growers in the exchange of weeding experience, can clearly say the reasons for the purchase of a brand of glufosinate.
This phenomenon, with the gradual promotion of grass glyphosate category, in a high degree of community management by the planting circle, will be more and more. Such people, because of the same way of planting, through cooperatives, industry associations, WeChat friends circle and other means, in some needs is the pursuit of consensus, they are willing to share planting techniques, willing to refer to each other. When KOL refined to every consumer group, it means that the market has begun to mature.
From the current glufosinate market appears a clear phenomenon, illustrates a problem: glyphosate phosphate category is from the growth stage to maturity.
Therefore, in my opinion, glufosinate market war, not yet entered the battle phase, in fact, began!
Enterprises take the initiative to cut prices to grab the market
In fact, whether the key leaders in the existence of the judge, is the user perspective to determine the category market stage, and from the category of the promoters point of view (corporate perspective), is also the case?
At the end of 2015, glufosinate promoter Bayer “Bao Da Da”, a high profile announced the adjustment of the price system, the quality of foreign enterprises, the national price, opened the prelude to price competition of glufosinate. Subsequently, the domestic mainstream production enterprises were forced to follow up, overnight to the grass glufosinate into the “waist cut” era.
From the enterprise point of view, a comprehensive reduction in prices, for two reasons: First, in the environment of paraquat water withdrawal, and competing products such as dagger, to seize the paraquat water agent to replace the market; the second is to maintain low profits, In exchange for the total market volume. From the product life cycle can be seen, in order to the total market capacity, take the initiative to reduce the level of profits, in fact means that enterprises have been believed that the industry is in the growth period to the maturity of the inevitable transition.
Therefore, both from the user perspective, or corporate perspective, are basically that from the growth stage into the mature period of reality, marking the war of glufosinate angle, began to enter the charge mode.
At this stage, enterprises in order to compete and maintain market share, must be the Eight Immortals crossing the sea, the supernatural powers: First, to provide competitive prices, to participate in price war, which is the majority of glufosinate pharmaceutical companies preferred; Second, to provide premium services, Users; Third, focus on the advantages of the market, accurate break.
How to accurately locate the brand
Positioning theory, for the same category, is to complete with the large category of user education, category into the mature period, through the differentiation, respectively, occupy the same type of different consumer groups of mind, and then lay the benchmarks were born and the birth of the benchmark.
So, how does the glufosinate class be positioned?
I think, with the formation of the differentiation of the various market segments, but also must be divided into a number of consumer groups.
From the table can be seen, for different user groups and scenarios, will have a different user needs, and this demand will inevitably lead to large class of glufosinate differentiation, resulting in multiple market segments, the formation of the same category inside the different brands , Indicating that glufosinate has entered the initial stage of the mature stage. If you still think that glufosinate still remain in the early promotion of the category, the user does not care about the brand, as the seller, the goods on the line, as the demand side, passive acceptance, then you can go directly to the end.
In other words, there will be a concern about “safety” in the competition of glufosinate ripening, and others will be concerned about “economy” or “efficient”.
Therefore, the enterprise must be precise positioning, and once the good position, do not subject to any conditions, about swing, or can not do the brand.
According to the author of the past 10 years of pesticide industry changes observed, with the user groups to upgrade the consumption, there are some categories of brands to precise positioning theory, leading the category of market trends, occupy the user’s mind, laid a brand position, such as Avic The inside of the blue sharp. Glufosinate can the emergence of such brands?
In summary, glufosinate market war horn has sounded, and ultimately the birth of a number of glufosinate brand.
