Break the old paradigm seek new opportunities and move forward towards the future

At the end and beginning of the year, leading enterprises such as China Yituo, Junmadao, Yingxuan Heavy Industry, Wode Agricultural Machinery, Shunbang, and Debang Dawei successively held their 2026 business annual meetings, summarizing the past and laying out the future, comprehensively planning from product innovation, market expansion to marketing services. Each enterprise anchors high-end intelligence, deeply cultivates segmented tracks, and focuses on domestic and foreign markets, using diversified measures to solve industry pain points. The wise adapt to the times, while the knowledgeable adapt to the situation. Based on their core strategies, enterprises analyze the logic of industry transformation, implement breakthrough development strategies, and explore paths and methods for market recovery and high-quality growth, providing valuable reference for the development of the entire industry.

From the industry signals transmitted through the annual business meetings of multiple enterprises, it can be seen that in 2025, the overall domestic agricultural machinery market will remain sluggish due to multiple factors such as low prices of major agricultural products, high inventory of agricultural machinery in the market, and overcapacity in low-end enterprises. The process of industry reshuffle will accelerate, and the survival pressure of small and medium-sized enterprises will become prominent. The entire industry will face difficulties and challenges in moving forward. In 2026, driven by both policy and market factors, the continuous efforts of agricultural machinery purchase subsidies and the actual benefits of increasing farmers' income will form a two-way support. Policies such as national agricultural new quality productivity cultivation and agricultural machinery subsidies for "excellent machines and subsidies" will continue to be implemented. The demand for products such as high-power intelligent tractors and high-end harvesting machinery with over 200 horsepower will steadily increase. New energy and intelligent agricultural machinery will move from pilot demonstrations to large-scale applications, and the development space for segmented tracks such as equipment, straw processing, economic crop machinery, and agricultural low altitude equipment in hilly and mountainous areas will continue to open up. Although price competition remains an important dimension of industry competition, more and more companies have turned to a comprehensive competition in technology, services, and ecology. Leading companies continue to empower the concentration of industry products, and the development logic of the industry is undergoing profound changes.

At this time, the strategic deployment and implementation strategies of each enterprise's annual meeting are not only blueprints for their own development, but also "indicators" for the industry's development. The high-end, intelligent, green, and characteristic development path outlined by it for the agricultural machinery industry has important reference significance for the whole industry to break through and achieve stability and long-term development.

1、 Product Innovation: Anchoring High end Intelligence, Deeply Cultivating Segmented Races to Build a Foundation

To do a good job, one must first sharpen their tools. Products are the fundamental basis for enterprises to establish themselves in the market. They need to break away from low-end homogeneous competition and transform towards high-end, intelligent, and green products. At the same time, they need to deeply cultivate segmented fields to create differentiated advantages, which will become the core direction of product layout for various enterprises in 2026. Top enterprises focus on core technology breakthroughs, specialized and innovative enterprises deeply cultivate segmented tracks, and the entire industry adapts to market demand changes through technological innovation, forming an innovative development pattern of "leading by the top and breaking through segmentation".

As the "national team" of the industry, China Yituo demonstrates its hardcore research and development capabilities. Relying on a complete industrial chain system, it has launched a full range of intelligent tractors covering mechanical shifting to continuously variable transmission. CVT products have achieved a full layout of 240-450 horsepower, and the 320 horsepower model will be sold in bulk by 2025, becoming a benchmark product in the high-end high-power tractor field. In 2026, Yituo will continue to focus on the research and development of intelligent and new energy technologies, focusing on the key layout of CVT and hybrid technology in the domestic market, and accurately aligning with the policy orientation of "optimizing machines and subsidies"; Overseas markets prioritize the promotion of more cost-effective power shift technologies to achieve differentiated adaptation between technology research and market demand.

Junmadao, Yingxuan Heavy Industry, and Wode Agricultural Machinery continue to increase their core technology research and development, forming distinctive innovative advantages. Junmadao MG2604 leads the industry in sales in the power range of 200 horsepower and above. In 2026, new products such as MT2204-P will be launched to adapt to the market, while accelerating the research and development process of hybrid power systems; Yingxuan Heavy Industry focuses on "digital intelligence landing" and realizes the industrial application of unmanned cockpit. By 2026, it will promote the large-scale market promotion of intelligent products; Wode Agricultural Machinery is firmly supported by self-made core components of over 70%, and has deep cooperation with academician workstations to tackle the research and development of high-end equipment such as hybrid cotton picking machines and residual film recycling machinery, promoting the landing of unmanned driving and smart farm technology in the fields.

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Deppon has deeply cultivated the field of sowing equipment segmentation, focusing on meticulous cultivation and striving for excellence. In 2026, it will release seven major yield increasing technologies, including electric fans, secondary seed pressing, and cloud monitoring. Its no tillage seeder and electric drive seeder achieve stable air pressure and accurate plant spacing, while the "double seedling with single unit" technology enables one machine to be used for multiple purposes. The seven major yield increasing technologies provide hard core support for increasing grain income. Taking Jilin Province as an example, the demonstration effect of the no tillage seeder yield improvement kit technology is significant, and its promoting effect on the increase of corn yield is particularly prominent. Shunbang Agricultural Machinery, as a specialized and innovative "little giant" in the field of straw processing, continues to fill the market gap and make up for industry shortcomings. In 2025, it will launch a green storage and film wrapping integrated machine, effectively filling the gap in the domestic market for large-scale green storage equipment. After more than ten years of development, the enterprise has upgraded from a single straw feed baler production enterprise to a diversified product matrix covering Beidou intelligent networking devices, realizing the intelligent leap from manual control to real-time monitoring through mobile apps, and becoming a core equipment supplier in the field of straw comprehensive utilization in black soil protection.

There are still some pain points in the current industry development, such as insufficient R&D investment by small and medium-sized enterprises, high external dependence on core technologies, and insufficient compatibility between products in some segmented fields and agriculture. In this regard, leading enterprises should continue to increase their R&D investment, take the lead in joint research and development of core technologies such as power shifting and CVT, and play a leading and driving role; Enterprises in segmented fields should focus on the core track, cultivate and refine their work, enhance the integration of products and agriculture, and create "hidden champions" in segmented fields; Small and medium-sized enterprises, based on the characteristics of regional agricultural production, develop localized and adaptable products to form differentiated competitiveness. At the same time, the entire industry needs to establish a solid bottom line for product quality control, seeking survival through quality and development through innovation.

2、 Market and marketing: dual wheel drive, digital empowerment to build an ecosystem

The sluggish market situation in 2025 has put forward higher requirements for enterprise market layout and marketing capabilities. In the development plans of multiple enterprises in 2026, emphasis is placed on both domestic and international markets, establishing a dual market layout strategy of "domestic intensive cultivation and overseas expansion", promoting marketing transformation with digital transformation and manufacturer collaboration as the core, building a marketing service ecosystem that integrates online and offline, and achieves win-win outcomes for manufacturers, realizing the dual wheel drive and collaborative efforts of market layout and marketing innovation.

The globalization layout of top enterprises and deep cultivation of regional markets are being promoted in parallel. By 2025, China Yituo will achieve high growth in its overseas market against the trend, becoming an important pillar of its corporate performance. In 2026, internationalization will be designated as the company's core strategy, and a differentiated regional market strategy will be adopted: consolidating traditional advantageous markets such as Central Asia and Africa, focusing on breaking through the American market, and preparing European standard aircraft models to achieve market "ice breaking". At the same time, Yituo has built "three overseas forces", increased capital to Guomao Company to break through the funding bottleneck, and promoted the enterprise to leap from "product going global" to "brand rooting" and upgrade. Junmadao and Wode Agricultural Machinery continue to accelerate their expansion into overseas markets. Among them, Wode Cotton Harvester will export 560 units by 2025, with an export value of 800 million yuan, leading the industry in sales in the Southeast Asian market.

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Strengthening the deep cultivation of regional markets and expanding into segmented markets has become a key measure for enterprises to increase market share. China Yituo continues to consolidate its market in major grain producing areas such as the Huang Huai Hai and Northeast China, and plans to create an exclusive service system for major customers; Debon's core products cover 10 provinces in the Central Plains and Northwest China. By 2026, its sales will exceed 5400 lines and its market share will impact 10%; Shunbang's agricultural machinery products cover 15 provinces and cities across the country, with a market share of over 60% in the core area of black soil protection in Northeast China; Kangda Company and other enterprises will accelerate the entry of large-scale no till seeders into the Russian market in 2026, and expand into overseas markets in Central Asia; Junmadao and Yingxuan Heavy Industries will focus on expanding into emerging regions such as Northeast and Northwest China, achieving full coverage of their core markets.

Digitization and servitization have become key drivers for the transformation of marketing services across the entire industry. Yituo has officially released its sales service data intelligence platform, and the Dongfanghong vehicle data control platform has been connected to 276200 agricultural machinery, which can monitor equipment operation data in real time; The Dongfang Honghuinong APP integrates multiple functions such as fault reminder and parts mall, creating an intelligent agent for agricultural machinery maintenance to improve service efficiency. At the same time, it plans to layout a flagship store for smart agricultural equipment, achieve deep integration of brand display and professional services, and upgrade dealers from simple sales terminals to strategic partners, strengthening channel empowerment. Junma Road launched the "Internet plus service" platform, realized the full online service process, introduced regional rights and interests protection policies, and added financial cooperation to help dealers; Yingxuan Heavy Industry launches the "Channel Deep Cultivation" campaign to comprehensively empower dealers' brand operation and service capabilities; Wode Agricultural Machinery takes "creating lifelong value through service" as its core concept, constructs a full chain service system, and establishes agricultural machinery training schools to cultivate new professional farmers. Debon will strengthen the terminal product experience and technical services, and promote the implementation of seven major yield increasing technologies in the fields; Shunbang Agricultural Machinery innovates the "live streaming sales of agricultural machinery" model, relying on over 400000 fans in live streaming rooms to achieve online "cloud testing" and build an "integrated sales and service" system, allowing dealers to become "field servers" and connecting the "last mile" of serving farmers.

Based on problem orientation, we will make precise efforts to solve development problems. In response to the current problems in the industry, such as uneven distribution of channel construction areas, insufficient localization and operation capabilities in overseas markets, and insufficient sinking of service networks in segmented fields, many enterprises have proposed clear solutions: further deepening the deep cultivation of domestic regional markets, developing customized products and services for personalized needs such as black soil protection and mechanization in hilly and mountainous areas, and improving county-level service networks; We adhere to the development concept of "localization" in our overseas market layout, establish a localized sales and service team, and learn from the "three overseas forces" model of Yituo to enhance our overseas operational capabilities. At the same time, we will continue to promote digital construction, achieve precise marketing and refined operations, strengthen the all-round empowerment of distributors, enhance the ability to provide after-sales services, and integrate services throughout the entire life cycle of product design, production, sales, and use.

3、 Ecological construction: Collaborative symbiosis among manufacturers, aggregation power of the entire industry chain

The high-quality development of the agricultural machinery industry cannot be achieved without the collaborative cooperation and cooperation of the upstream and downstream of the industry chain, as the saying goes, 'Going alone is fast, and going together is far.' It is difficult for a single enterprise to adapt to the new demands of market competition. In 2026, "ecological construction", "manufacturers on the same frequency", and "win-win development" will become high-frequency vocabulary in the annual meetings of various enterprises. Whether it is a leading enterprise or a specialized and new small enterprise, they will take the construction of an industrial chain collaborative ecology as their core development strategy, integrate resources from all parties, gather development forces, and achieve a profound transformation from "enterprise competition" to "ecological competition".

China Yituo fully leverages the leading and driving role of state-owned and state-owned enterprises, and proposes the development goal of building a "digital, ecological, and global" enterprise. On the one hand, we will strengthen the deep collaboration with dealers and service stations. By 2026, we will develop precise marketing plans centered on customers, and achieve manufacturer data exchange, service collaboration, and development on the same frequency through the sales and service intelligence platform; On the other hand, relying on the full industry chain advantages of China National Machinery Industry Corporation, we will build an overseas collaborative ecosystem of "sea, land, and air", with China National Machinery Engineering and Supply Chain as the "navy", one tractor and other core equipment as the "army", and China National Machinery Science and Technology Agricultural Machinery Cloud as the "air force", to achieve coordinated expansion of the entire industry chain in overseas markets and enhance the comprehensive competitiveness of overseas markets. Yingxuan Heavy Industry adheres to the development concept of "manufacturers sharing the same frequency, co creating a new ecology of agricultural machinery", signs strategic cooperation agreements with core suppliers and distributors, establishes a market quality intelligence sharing platform, realizes the coordinated quality control of the entire chain of research and development, production, and sales, and promotes the improvement of quality and common development of the upstream and downstream of the industrial chain; Junmadao has introduced regional rights protection and price control policies to safeguard the interests of distributors at the institutional level, added financial cooperation to solve the problem of distributor capital turnover, conducted new media operation training to help distributors attract traffic online, and achieved joint market expansion and development among manufacturers.

Debon Dawei, Shunbang Agricultural Machinery and other segmented enterprises have focused on industrial implementation and built a precise collaborative ecosystem of "enterprise dealer farmer". Debon Dawei has accurately implemented seven major yield increasing technologies in the fields through distributors, providing full technical guidance and services to farmers, promoting deep integration and frequency adaptation of products with agriculture; Shunbang Agricultural Machinery uses distributors as "field servers" to provide full process services such as equipment operation, maintenance, and upkeep for farmers. Relying on core equipment, it promotes the use of straw as feed and fertilizer. By 2025, the equipment will convert 4 million tons of straw annually, bringing more than 300 million yuan in additional income to farmers. Straw based organic fertilizer will also increase corn yield per mu, achieving a win-win situation for enterprise development, farmers' income increase, and agricultural ecological improvement. Wode Agricultural Machinery focuses on collaborative innovation among industry, academia, research, and application, building a comprehensive collaborative innovation ecosystem. It collaborates deeply with academician workstations and research institutes to carry out technological breakthroughs, establishes agricultural machinery training schools to cultivate new agricultural talents, and provides comprehensive training for distributors on products, services, and marketing. It empowers the entire chain of research and development, production, sales, and use, and promotes the coordinated improvement of various links in the industrial chain.



The tide is flat and the shore is wide, urging people to move in. The wind is setting sail at the right time. In 2025, the industry will experience intensified reshuffling and adjustment amidst a downturn, with low-end production capacity accelerating its clearance. The trend towards high-end, intelligent, green, and distinctive development will become increasingly clear, and a preliminary development pattern of "leading by the top and breaking through by segments" will be formed in the industry. In 2026, facing the opening year of the "15th Five Year Plan", standing at the important strategic node of the cultivation of new agricultural quality productivity and the improvement of agricultural machinery and equipment, national policy support and market upgrading demand overlap resonance, and the historic Dafengshou (Salad of assorted fresh vegetables) of grain, corn and other major grain crops have significantly increased prices, so that farmers have a few years of real income increase, and a considerable number of farmers have the funds to purchase and update agricultural machinery and equipment.

Conclusion
As long as the agricultural machinery industry adheres to the core of continuous innovation, deeply cultivates market demand, consolidates the joint force of the production and business chain, seeks new development with the courage to break through the situation, and builds the foundation of the industry towards a new path, it is expected to promote the recovery growth of the agricultural machinery market and bring rare development opportunities to the agricultural machinery industry. 2026 is expected to become a key year for the recovery of the agricultural machinery market and the improvement of enterprise revenue.