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Array ( [pid] => 74 [title] => How does Chinese agricultural machinery brand go global during the pandemic [title_en] => How does Chinese agricultural machinery brand go global during the pandemic [live_caption] =>

王颖：大家好！这里是2020年中国服务贸易交易会的现场，欢迎您进入爱欧沃伯的论坛直播间，我是主持人王颖。今天论坛的主题是：疫情期间中国农机品牌如何走向世界进行品牌传播。

王颖：首先我隆重的向大家介绍出席本次论坛的嘉宾，分别是中国境外农业开发产业联盟首席农机专家王金富先生，农业农村部农机鉴定总站、农业农村部农地推广总站信息处副处长、农机质量与监督总编、农机科技推广主管朱礼好先生，国际农机展资深展览人霍烽先生、在线场景（北京）科技有限公司总经理程世强先生，欢迎四位嘉宾的到来！

王颖：那么随着经济的全球化和国际市场竞争力的加剧，世界进入了品牌经济时代，发达国家20%的品牌已经占据了80%的市场，那么国际市场已经由价格竞争、质量竞争上升到了品牌竞争。众所周知，2020年新冠肺炎疫情给很多行业都带来了巨大的影响，例如：餐饮业、旅游业航空业都受到了重创，同样会展行业也处于停滞状态。那么农机行业是怎么样的呢？如何在疫情时期加强品牌建设，推动中国农机品牌走向世界？今天让我们来听一听大咖们是怎么说的。首先有请王金富先生，请您做一下分享：

王金富：首先说农业产业与装备制造产业同属强化的产业，中国的农业发展应该说改革开放以来，特别是这30多年以来发展是非常快的。中国农业机械现代化，特别是对于提高农业生产的效率、提高农作物的质量、降低农产品的成本起了非常大的作用。中国农业机械与世界发达国家农业界相比还是有一些差距的，不光是在技术方面、品质方面还是有上升的空间，在未来中国农业机械除了满足中国的农业农村发展之外，未来在全球农业发展方面，特别是一些发达国家和欠发达国家的农业发展方面应该说需求空间很大，另外对于满足他们的需求来说，中国农业机械企业还有很大的发挥空间。

王颖：在疫情期间中国农业机械是否也受到了一些影响？

王金富：自疫情发生以来，中国的农业机械在国内还是有了长期的发展。对于疫情下的中国农业发展方面，中国农业机械甚至起到了支撑作用。据了解从2020年1月至7月，各类农业机械几乎是销量是全面增长的，另外从3月份之后出口农业机械企业虽然受到了一些影响，但是这几个月正在恢复中，譬如说拖拉机等农机具这些大类产品在出口量方面从5月份开始都处于递增状态。

王颖：没想到的是在疫情期间中国农机品牌还是表现非常好的，也坚定了农机品牌走向世界的一个信心。

王颖：谢谢王总的分享

王颖：那么下面有请朱处长您分享一下您的感受。

朱礼好：我非常同意刚才王总一些看法。今天据所知今年农业机械在机械领域等其他所有的行业中是逆势增长表现最好的一个行业。当然今年作为会展行业，因受到新冠肺炎的影响，线下展览行业受损严重，但是从国内它本身的制造领域来说，民营行业还是比较不错的。刚才王总说的：因为我们农机工业是经过所有的部门的都是大幅上涨的，像拖拉机龙头产业大概上升了30%，像水稻收割机经历了前两年的低潮，今年也在增长，例如：玉米机、收割机、小麦收割机也是一个增长的趋势。包括因为拖拉机龙头产业的带动，所以包括很多它的农机具也是增长趋势。例如像河北圣和农业机械有限公司，主要做旋耕机等器具今年上半年它的增长了38%左右，包括农机出口：像沃德、星光等企业生产的水稻收割机这两年在中东国家表现都很好，在出口方面有政策。中国农机行业还是有很强的性价比优势，通过改革开放，农机产业是从无到有，零部件它的产品质量、制造质量呈大幅上升趋势。导致中国的农业产品在中东欧地区有很大的竞争力。

王颖：之前也了解到中国农机品牌在一些中等发达国家表现还是不错的，那么在欧美国家现在中国农机是否受欢迎？或者是整机还是配件比较受欢迎？

朱礼好：中国首先在整机产品方面跟发达国家相比还是有一些距离的，中国的农机企业首先要发挥它本身的国情优势：

首先：好质量，好技术，必须跟市场行业和市场消费同步结合起来，这样企业首先是生存的生存，之后这种方法首先要这种对目前整体来说: 我们跟西方欧美和欧美国家其他巨头还是有差别的。从目前的情况来说中国首先可从我们零部件方面先行一步可以走向世界。我认为可以先在零部件环节打开缺口，因为在整机出口方面牵扯到欧美国家一些标准的问题，实际上中国这些年比如说进入欧洲市场，有些标准也是向海外国家标准接轨，所以随着我们国家零部件产品质量提高以及我们整机制造质量，当然跟中国的技术体系建设，包括整个的消费可能都是有关系的。中国人均GDP不断提高， GDP上升的中等国家向发达国家迈进，中国农机市场有信心一定会打开欧美市场。

王颖：您对企业如何做品牌推广有什么建议吗？

王金富：受到新冠疫情肺炎的影响，由于在国外的很多展会都暂停，另外物流方面，例如：飞机或者是铁路、卡车等因素受到巨大的影响，今年农业出口受疫情影响还是非常大的，有些品种和品牌的销量是断崖式的。包括2019年的企业订单，到了2020年也没法再继续，那么这几个月随着中国国家政府方面的一些措施到位，每家企业也按照疫情情况做了一些调整，例如：在结账方面、网上办公方面、交通物流方面做一些创新，很多活动包括订单的签订等很多服务和培训都在网上进行，是农业出口的形式得到了缓解，特别是这两个月情况是快速的好转，这也是中国品牌走出去的结果。在疫情情况下还是要想办法要创新。例如那种正常的传统的展会、传统的推广、传统的服务、传统的商业活动之外，国家、企业应该搞一些创新活动：包括线上做一些新形式的商务活动，促进农业机器品牌农业机器产品、农业机器的服务走出去。从长远来看，因为中国工业基础条件在不断的提高，特别装备制造水平例如：高铁、飞机产业、汽车产业、工程产业基础的提高，加上在中国业务链的融入，全球在零部件体系建设，中国农业机械的产品质量水平是在不断的提高的，未来中国能够为世界的农业发展，因为世界粮食丰收和农民的增加，收入都会有一份自己的贡献。那么在中国农业机械产业的一份责任之一，本身中国也是个大市场。我还是认为中国农业机械首先要立足中国，把中国农业的事情、中国农业装备的事情发挥各自在制造业方面的优势装备好、发展好、保障好。在该基础上企业面向全球放眼世界，站在更高的点上去看全世界的产业发展。中国农业机械在未来面向世界这个空间很大，前提是好产品。

王颖：谢谢王总、朱处长对农机行业的建议。

王颖：霍总是精深的国际农机展的展览人，在展览行业里面已经有三四十年的历史，那么霍总经常参加国外的一些农机展，那么在您的眼界里，中国农机企业如何推广品牌，走向国际市场。请谈一下自己的想法。

霍峰：我最早在中国农机工业进出口总公司工作，主要工作是组织中国的外贸企业参加广交会，基本上中国的农机企业还尚未走出去参加展会，当时通过广交会唯一渠道宣传自己出口接触客户。后来从广交会采访我个人也意识中国企业到应该要到国外看一看。所以我记得是2003年我带着4家企业去参加意大利农机展，第二年6家企业参加了汉诺威农机展。参加展会后，很多企业开了眼界，企业提到说有些产品他们从来没见过，比如当时做喷雾器的华盛公司，他以为当时是国内的老大，但是一到展会现场才觉得触动很大，所以华盛公司王总对于出国参展工作就特别重视，随着中国农机产品的质量提升和技术水平提升，现在中国农机市场也越来越走向世界。在疫情之前，大概国外50多个展会都有参加，以前我记得八几年参加工作，农机传统市场主要做的是东南亚市场，现在主要是欧美、南美、非洲到处可以看见中国农机企业的身影，到处可以看见在展会现场中国农机企业的公民，所以我觉得这是很大的进步。所以他们都管我叫：代理中国农机企业走向科技的第一人。

这次新冠疫情给企业造成了非常严重的影响，很多企业都没有在这方面准备，基本上国外展会取消或延期，所以原来已经报名参加的企业已经退展，所以这样国外的实体活动归零。那么在这种情况下，企业怎么开拓市场？怎么在国际上扩大出口业务？我觉得这是每个企业在新的情况下，必须要思考和准备的工作。现在有很多企业例如消费品都做成了线上直播、线上带货、线上推广等。那么作为农机企业在线上推广的效果如何需要看两方面：

第一方面就是企业原来在海外市场渠道的积累；第二方面是产品品质、质量。目前农机企业在线上做直播推广宣传，首先靠的是品质、第二靠的是创新。所以这次新冠肺炎疫情之后，国外一部分展会已经做成了线上展会，但是具体效果如何还有待检验。从线下展会到线上展会是一个必须经历的过程，线上线下将来是一个融合的过程。企业如果说在疫情之前线上活动过多，那么这次疫情对他来说他就有所准备，目前新冠疫情正在慢慢缓解中，国外展会有可能开始慢慢恢复，我认为线下线上需要进一步探讨沟通。首先：线上服务跟线下是一样的，必须考虑的是产品品质、创新度、服务等方面，要在线上参与者有很好的互动，所以依赖于一个网络平台。其次依赖于企业在渠道资源方面的准备工作。所以希望今后就是通过疫情给大家一个提示和思路。

王金富：展会互联网+是全新模式、全新平台，把过去线下的展会搬到线上平台，这是一个新的开端，是一种创新。也可能在开始起步的时候有这样的问题，但是这个方向是非常对的，另外疫情的发生加快了线上形式的转变，加快了创新的步伐，我认为未来就是线上线下互联网+展会组合形式是有很好的前景，像在线场景科技这样的公司可以大胆的探索和创新，会带动很多企业一起加盟，形成新业态、新生态、互相学习、互相借鉴、互相促进，最后实现线上展会、线下展会相结合，使中国产品、中国品牌、中国企业更好更快的走出去，使企业的发展改变过去的一种路径和方式。有人说是弯道超车，有人说是借机会来加快企业的发展。不管怎么说，企业也好、行业也好、业态也好，只有不断的创新才能有更好更快的发展。

王颖：感谢王总的建议

霍峰：朱处长国外还会跑的多、见的也多。培养他多多给大家讲讲体会和感受

朱礼好：我认为品牌是时间积淀的过程，包括万展（北京）国际展览有限公司在海外线下展会首屈一指的地位，都是经过很多年积累的关系，今年疫情告诫大家各个行业都在往线上发展，线下展会转换到线上展会是一个发展的过程，包括以后随着技术的进步、技术的发展、技术的进步、VR技术、人工智能等技术，大家对线上展会现可能接受程度越来越高，对关注企业产品的直观呈现也越来越好，不仅仅是企业表面，可能是内在的质量是很好的成效。例如今年万展公司组织线上平台展示企业的产品或对国内农机企业服务是精细化的，通过展示如何给企业提供服务是一个很好的尝试，随着时间的推移，线下展会和线上展会很好的结合是展览行业主流的形式。但是疫情必将会结束的，对于国内农机企业来讲还是要更多的走出去。线上展会、线下展会是一个互补的过程，而不是完全代替。疫情之后还是要借助成熟的资源走出去看一看。这个不仅仅是把自己的产品展示出去，更是开拓眼界，吸收国外先进的理念，包括制造、展览、品牌运营的理念。

朱礼好：曾经有一家江苏省非常知名的工程机械企业，当年计划进入农机行业咨询了很多次，后来企业报名参加汉诺威农机展，农产品太复杂了，说明国内企业需要通过各种渠道去国外洗手更先进的东西，同时把国内不断升级的农机产品，包括农机、建材更多的国外企业让其知道产品宣传是一个品牌知名度，他是包括很多元素的。首先要让国外知道中国企业的产品、品牌，通过这个基础才能够获得更多的机会。对于国内农机企业来讲出了品牌外，还需要在基本功上下功夫，扎扎实实做好产品质量、服务做好创新，这样品牌才能发挥到最优。

王颖：因为农机企业提供了一些好的建议，要勇于走出去，把企业品牌建设好，线下线上同时参展，那么作为线上展会的运营商，我想程总一定有很多的故事要跟大家分享，中文企业叫：在线场景（北京）科技有限公司，英文简称：eovobo，有请程总分享一下：

程世强：关于在线场景科技，线上非常嘈杂这次也测试了一种技术：静音技术，利用一种经营技术在嘈杂的环境里让声音更加纯净。因为是对农机朋友的直播，因为我做展览真的当时跟老师：做展览做最早的就做农机展，从农机展开始到后来农机发展，包括后来做了一点成绩，但是我真的对我来说真的没有农机的话，可能就没有我现在做展览，收获了这么多的支持和宝贵的财富。所以我真的我要感谢一下农机的所有朋友们，包括我们的老师及非常好的朋友们，真的非常感谢大家。然后给了我很多灵感。

因为设计这个产品的很多灵感都是来源于跟你们的交流和沟通，包括在看到企业产品的包括展示过程的一些变化，所以的话我觉得这个是我们想法的源泉，想法的也是非常幸运的，过去了带着你在线下在全世界做展览，通过这个展览平台引发中国的农民企业带出去。

王金富：现在霍总身体非常健康，而且只是从各个方面都参与水平的，完了之后相当于支持你做线上这样的，你这一辈子我说到现在为止，现在已经开始了新的这种，还有什么新的平台是这样的，而且我发现你这个方式非常好。通过这种网络平台可以展示出来，线上线下的不同是：线下展会结束了，再去看没有任何信息。线上展会可以持续的看，这方面是做的非常不错的。在把服贸会这一次展会还没有开始我认为是需要全面规划的，要把每一个模块优化好，把结构组合好。这样的话在线场景（北京）科技有限公司是有很好的未来的，疫情带来很多行业的成熟、商业模式的成熟，格局的转变，我认为向在线场景科技公司一样抓住机会、线上线下的很好结合，对中国农机企业走出去是一个很好的机会，希望下一步做好计划继续办展会，建立国内农机企业走出去的桥梁，在该方面利用万展公司现在展览经验给客户提供更好的服务，让中国农机品牌更好的走向世界，发挥做出更大的贡献。很多商业机会都是在危机中产生的，很多财富都是在转变中实现的，我认为展览行业对于疫情都是有两面性的，之后加快了对这种展会平台功能拓展和创新的步伐，下一步利用线上的优势为线下展览创造更多，线上线下结合是需要先把产品优化做好、不断升级。

霍峰：刚才两位前辈也提出了希望和建议，看到中国农机工业和农机产品的出口一直处于往上走，尽管跟国外还有差距，但是我认为有多大差距就有多大空间。农机产品出口还远远没到天花板，上升空间非常大，过去万展公司给外贸企业提供了线下平台，带领大家到国外参展。现在在线场景（北京）科技有限公司程总又给大家搭建了线上的平台，希望线上平台能够继续走向国际的工具和平台。

程世强：今天最后我还有一句话想说：感谢王总和朱处长的肺腑心得，真的很受鼓舞。但是还有一句话想给我们的客人。今天我们邀请了很多我们的客人，因为我们这几个月很秘密的进行了研发和设计，然后所以比较低调，很多朋友可能不知道，今天也借助这次正好有很多朋友在一起，我们就给大家说要宣布一下我们正式开始进入这个领域，也是希望可以通过我们以前伙伴，包括我们新入的技术公司的伙伴的一起的努力，可以给大家做一些比较实用性价比高的产品，这是我们的一个愿景，谢谢大家。

王颖：在论坛快结束之前，我想要求每位嘉宾用一句话送给线上的农机企业的朋友：

朱礼好：携手万展走向全球；

王金富：利用好线上互联网+展会平台，打造世界级的中国农机品牌，

霍峰：农业企业利用好平台，发挥他应有的作用，不能为上线而上线，为品牌宣传和出口做贡献。

程世强：感谢农机行业所有朋友们这么多年的支持，感谢所有万展的朋友们，谢谢大家！

王颖：那么我们今天的论坛就到此结束了，感谢各位嘉宾！这是我们今天的论坛，也感谢线上的农机行业的朋友们，感谢我们辛苦工作的幕后的小伙伴们，希望与大家携手共进，乘风破浪在疫情时代，坚持不忘初心，希望一起共创明天，越来越好，谢谢！

[live_caption_en] =>

Wang Ying: Hello everyone! This is the spot scene of 2020 China Fair for Trade in Service. Welcome to the live broadcast room of the forum of eovobo. I'm Wang Ying. The theme of today's forum is: how Chinese agricultural machinery brands spread the world during the epidemic period.

Wang Ying: first of all, I would like to solemnly introduce to you the guests attending this forum. They are Mr. Wang Jinfu, chief agricultural machinery expert of Chinese Industry Alliance of Overseas Agricultural Development ; Mr. Zhu Lihao, deputy director of Information Department of agricultural machinery appraisal station and agricultural land extension general station of Ministry of agriculture and rural areas, chief editor of agricultural machinery quality and supervision, director of agricultural machinery science and technology promotion; Mr. Huo Feng, senior exhibitor of international agricultural machinery exhibition; Mr. Cheng Shiqiang, general manager of Eovobo Technology Co., Ltd.. Welcome to the forum.

Wang Ying: With the economic globalization and larger international market competitiveness, the world has entered the era of brand economy. 20% brands in developed countries have occupied 80% of the world market. Then the international market has leveled up from price competition and quality competition to brand competition. As everyone knows, the COVID-19 has brought great influence to many industries, such as catering industry, tourism industry and aviation industry. So how about the agricultural machinery industry? And How can we strengthen the brand-building in the epidemic period and promote Chinese agricultural machinery brand to the world? Today, let's listen to these four experts. First of all, let's invite Mr. Wang Jinfu to share with us:

Wang Jinfu: First of all, agricultural industry and equipment manufacturing industry are both strengthened industries. China's agricultural development has been very fast since the reform and opening up, especially in the past 30 years. China's agricultural machinery modernization has played a very important role especially in improving the efficiency of agricultural production, improving the quality of crops, reducing the cost of agricultural products. But there are still some gaps between China's agricultural machinery and that of the world's developed countries. Not only in technology, but also in quality. In the future, China's agricultural machinery will not only meet China's agricultural and rural development, but also meet the needs of some developed and underdeveloped countries. From this aspect, China's agricultural machinery enterprises still have a lot of room to spread their wings.

Wang Ying: Is China's agricultural machinery also influenced during the epidemic?

Wang Jinfu: China’s agricultural machinery has made slow development since the outbreak of epidemic. For the development of China's agriculture in this period, China's agricultural machinery has played a supporting role. As I know, from January to July in 2020, the sales volume of all kinds of agricultural machinery has increased in an all-round way. In addition, although the export of agricultural machinery enterprises has been affected since March, they have been in recovering in recent months. For example, the export volume of large agricultural machinery such as tractors has been increasing since May.

Wang Ying: Unexpectedly, during the epidemic period, Chinese agricultural machinery brands performed very well, which also strengthened the confidence of agricultural machinery brands going to the world.

Wang Ying: Thank you for your sharing.

Wang Ying: Next, let's invite Director Zhu.

Zhu Lihao: I totally agree with Mr. Wang. Today, as far as we know, agricultural machinery performs the best in adverse growth among all other machinery industries. Of course, because of COVID-19, the exhibition industry is seriously damaged. But the private manufacturing industries are pretty good.

Just now Mr. Wang said: All the departments of our agricultural machinery are growing. For example, the leading industries of tractor has grown for 30%; the rice harvester industries are also growing this year, although experiencing the low tide of the previous two years. Because of the drive of tractor industries, many other agricultural machines are on the rise. For example, Hebei Shenghe Agricultural Machinery Co., Ltd., mainly engaged in rotary tillers and other appliances, increased by about 38% in the first half of this year. In agricultural machinery exports: rice harvesters produced by enterprises such as Ward and Starlight have performed well in the Middle East countries in the past two years, because they enjoyed export polices. China's agricultural machinery industry has a strong advantage from price-quality ratio. Through the reform and opening up, the agricultural machinery industry has developed from scratch, and the product quality and manufacturing quality of parts and components are on a substantial upward trend. As a result, China's agricultural products are highly competitive in central and Eastern Europe.

Wang Ying: I also learned that Chinese agricultural machinery brands perform well in some moderately developed countries. Is Chinese agricultural machinery popular in European and American countries? Or is the whole machine or accessories more popular?

Zhu Lihao: First of all, compared with developed countries, China still has some distance in terms of complete machine products. China's agricultural machinery enterprises should first give full play to their national realities.

First of all, good quality and good technology must be combined with the market industry and market consumption synchronously. In this way, enterprises first can survive, and then this method should be applied on the whole industries. We are different from those agricultural machinery giants in West countries. In the current situation, China can first make its components go to the world. I think we can make a breakthrough in parts and components, because the export of complete machines involves some standards of European and American countries. In fact, in recent years, with entering the European market, China also integrates some of its standards with European countries. I believe the improvement of parts and components can improve the complete machines manufacturing. Of course, this could be related with Chinese technological system building and the consumption market. China's per capita GDP is constantly increasing and will step into the level of developed countries. China's agricultural machinery market has the confidence to open up the European and American markets.

Wang Ying: Do you have any suggestions on how to promote the brand?

Wang Jinfu: Affected by COVID-19, many exhibitions in abroad have been suspended. In addition, logistics, such as airplanes, railways, trucks are also greatly affected. This year's agricultural exports are still greatly affected by the epidemic situation. The sales of some varieties and brands suffers plummet. The orders of enterprises in 2019 will not be able to continue in 2020. In recent months, with some measures taken by the Chinese government in place, all enterprises have also made some adjustments according to the epidemic situation, such as making innovations in terms of money settlement, office working, transportation and logistics. Many activities such as signing orders and many services and training are doing online. This shows the relax of intense agricultural export. This is also the result of Chinese brands going global. In the case of epidemic situation, we still need to find ways to innovate. Except for the normal traditional exhibitions, traditional promotion, traditional services and traditional commercial activities. the government and enterprises should carry out some innovative activities, including doing some new forms of business activities online, so as to promote the export of agricultural machinery brand, agricultural machinery products and agricultural machinery services. In the long run, due to the continuous improvement of China's industrial infrastructure, especially on the equipment manufacturing level, such as high-speed rail, aircraft industry, automobile industry and engineering industry, as well as the integration of China's business chain with the world and the global construction on parts and components system, the product quality level of China's agricultural machinery is constantly improving. In the future, China can make some contributions on the world agricultural industry, such as upgrading grain production and rising farmers’ income. China is also a big market. I still think that China's agricultural machinery should first set its foot on China, and give full play to its manufacturing advantages on agriculture and agriculture equipment. On this basis, enterprises can go outside China and look at the world from a higher point of view. China's agricultural machinery will have a great space in going globally. But the premise is good products.

Wang Ying: Thank you, Mr. Wang and Mr. Zhu for your suggestions on the agricultural machinery industry.

Wang Ying: Mr. Huo is a profound exhibitor of international agricultural machinery exhibition. He has been working in the exhibition industry for over 30 years. Mr. Huo often participates in some foreign agricultural machinery exhibitions. So, in your view, how can Chinese agricultural machinery enterprises promote their brands and enter the international market. Could you share your ideas with us?

Huo Feng: In the beginning, I worked in the Import and Export Corporation of the China Agricultural Machinery Industry. My main job was to organize Chinese foreign trade enterprises to participate in the Canton Fair. Basically, China's agricultural machinery enterprises had not yet gone out to participate in the exhibition. At that time, the Canton Fair was the only channel for enterprises to publicize their exporting products and contact customers. Later, through the Canton Fair Interview I personally realized that Chinese enterprises should also go abroad to have a look. I remember that in 2003, I took four enterprises to the Italian agricultural machinery exhibition, and in the next year, six enterprises participated in the Hannover agricultural machinery exhibition. After participating in the exhibition, many enterprises had widened their visions. The enterprises mentioned that they had seen some products that they had never seen before, such as the sprayers produced by Huasheng Company. He thought that he was the big boss ranking first in China at that time, but when he arrived at the exhibition site, he was touched a lot. Therefore, Mr. Wang of Huasheng Company paid special attention to the work of going abroad and participating in the exhibition. With the improvement of the quality and technical level of China's agricultural machinery products, China's agricultural machinery market is becoming more and more popular in the world. Before the epidemic, we had participated in more than 50 exhibitions abroad. I remember that in 1980s, I came to work. The traditional agricultural machinery market mainly focused on the Southeast Asian market. Now it is mainly in Europe, America, South America and Africa. Chinese agricultural machinery enterprises can be seen everywhere, and citizens of Chinese agricultural machinery enterprises can be seen everywhere too. Therefore, I think this is a great progress. So, they all call me: the first person who motivate the Chinese agricultural machinery enterprises to move towards a new level of science and technology.

The new epidemic has caused a very serious impact on enterprises, many enterprises have not prepared in this regard, basically some foreign exhibitions were cancelled or postponed, so the enterprises that have signed up for participation have already withdrawn from the exhibition, so the foreign entity activities are almost zero.

So in this new case, how to develop the market? How to expand export business internationally? I think this is the work that every enterprise must think about and prepare for in the new situation. Now in many enterprises, their consumer goods have been made into online live broadcast, online delivery, online promotion and so on. Then, the influences of online promotion of agricultural machinery enterprises depends on two aspects.

The first aspect is the accumulation of overseas market channels; the second aspect is about product quality and quality. At present, agricultural machinery enterprises do live broadcast promotion and publicity online, the first thing is quality, the second is innovation. So, after the novel coronavirus pneumonia, some foreign exhibitions have been made online, but the specific effect remains to be tested. Passing from offline exhibition to online exhibition is a process that must be experienced, and online and offline future is a process of integration. If an enterprise says that it has too many activities before the epidemic, then it shows that it is prepared for the epidemic. At present, the covid-19 epidemic situation abroad is in a process of slowly alleviation, and foreign exhibitions may start to recover slowly. I think that further discussion and communication are needed no matter online or offline. First of all: online services are the same as offline services. We must consider product quality, innovation, service and other aspects. Online participants should have a good interaction, so it depends on an internet platform. Secondly, it depends on the channel preparation. I hope that we can give you a hint and method through this epidemic in the future.

Wang Jinfu: the Internet Plus Exhibition is a new model and new platform. Moving the past offline exhibitions to the online platforms is a new beginning and an innovation. But it may also be a problem when we start, but this direction is very right. Besides, the occurrence of the epidemic has accelerated the transformation of online mode and accelerated the pace of innovation. I think the future is the combination of online and offline Internet plus exhibition. It has a good prospect. Companies like online technology can boldly explore and innovate themselves, and they will lead many enterprises in a big alliance. From the beginning, we will form a new business form, new ecology, learn from each other and promote each other. Finally, we will combine online and offline exhibitions, so that Chinese products, Chinese brands and Chinese enterprises can go global better and faster than ever and make the enterprises change their path and methods of development formed in the past. Some people say it's a coner overtaking, others say it's taking the opportunity to speed up the development of enterprises. In any case, whether they are enterprises, industries or business environments or not, only continuous innovation can have a better and faster development.

Wang Ying: Thank you for your advice

Huo Feng: Director Zhu, you can also go and see more abroad, which will make him more mature and tell us more about his experience and feelings.

Zhu Lihao: I think the brand is a process of time accumulation, including the Wanzhan (Beijing) International Exhibition Co., Ltd. And this company is the first-class company in overseas offline exhibition, whose achievements was accumulated in the past several years. This year's epidemic situation reminds us that all industries are developing their online mode. The transformation of offline exhibition to online exhibition is a development process. And in the future with the progress of VR technologies, Artificial Intelligence and other technologies, people may be more and more receptive to online exhibitions, and the intuitive presentation of enterprise products is getting better and better. It will not only lie in the surface of the enterprise, but also will has a good effect in its internal quality. For example, this year Wanzhan has organized online platforms to display the products of enterprises or provide services to domestic agricultural machinery enterprises. It is a good attempt to show how to provide services to enterprises. As time goes on, a good combination of offline exhibitions and online exhibitions is the mainstream mode of exhibition industry. But the epidemic will be over, some domestic agricultural machinery enterprises need to go global. Online exhibition and offline exhibition mode is a complementary process, not a comprehensive replacement. After the epidemic, we still need to use mature resources to go out and have a look. This is not only to show our products, but also to broaden our horizons and absorb advanced foreign concepts, including manufacturing, exhibition and brand operation.

Zhu Lihao: Once upon a time, a well-known construction machinery enterprise in Jiangsu Province which planned to enter the agricultural machinery industry has reached consultation services for many times. Later, the enterprise signed up to participate in the Hannover agricultural machinery exhibition. And the agricultural products were too complex, which showed that domestic enterprises needed to go abroad to get more advanced things through various channels. At the same time, more and more foreign enterprises, including agricultural machinery and building materials in China should know that product publicity is about a brand’s reputation, which includes many elements. First of all, we should let the foreign countries know the products and brands of Chinese enterprises, so as to obtain more opportunities through this foundation. For domestic agricultural machinery enterprises, they need not only to work hard on brand reputation but also on basic skills, do a solid job in product quality and service innovation, so that the brand can release its full potential.

Wang Ying: because agricultural machinery enterprises have provided some good suggestions, they should have the courage to go global, build their brand well, and participate in the exhibition online and offline at the same time. As the operator of the online exhibition, I think Mr. Cheng must have a lot of stories to share with us.

Cheng Shiqiang: For online live scene technology, we found it’s very noisy. But this time, we also tested a technology: The Mute technology, and this technology can use a business technology to make the sound clearer in a noisy environment. Because it was a live broadcast made by agricultural machinery friends, and because I did the exhibition with my teacher: The earliest exhibitions are about agricultural machinery exhibition. From the beginning of agricultural machinery exhibition to the development of agricultural machinery, including some achievements later, it can be said that if I didn't have worked on agricultural machinery, I might not be holding the exhibition now and have gained so much support and precious wealth. So I really want to thank all the friends of agricultural machinery, including our teachers and very good friends. Thank you very much. And it has given me a lot of inspiration.

Because a lot of inspiration of designing this product comes from the communication, including some changes in the display process about enterprise products, so I think this is the source of our ideas, and the ideas are very lucky. In the past, I will take you to do exhibitions all over the world online and help Chinese farmers' enterprises in order to bring them out through this exhibition platform 。

Wang Jinfu: now Mr. Huo is very healthy, and he only participates in the exhibition from all aspects. After that, it is equivalent to supporting you to do online. As far as your life is concerned, I have started a new kind of platform. What kind of new platform is like this, and I find that your method is very good. Through this kind of network platform, the difference between online and offline is like: When the offline exhibition is over, there is no information when you get there. Online exhibition can continue to serve us, and this is done very well. I think it is necessary to make a comprehensive plan to optimize every module and combine the structure well. In this way, Online Live Scene (Beijing) Technology Co., Ltd. has a good future. The epidemic has promoted the maturity of many industries, the maturity of business models and the transformation of their patterns. I think it is a good opportunity for China's agricultural machinery enterprises to go global by seizing the opportunity and combining online and offline very well. I hope to make plans and continue to hold exhibitions for the next step, and we will build a bridge for domestic agricultural machinery enterprises to go global, In this regard, we should make use of Wanzhan's exhibition experience to provide better services to customers, so that Chinese agricultural machinery brands can go to the world and make greater contributions. A lot of business opportunities are generated in the crisis, and a lot of wealth is realized in the transformation. I think the exhibition industry has two sides to the epidemic situation. After that, it accelerated the pace of functional expansion and innovation of this exhibition platform. The next step is to use the advantages of online to create more offline exhibitions. The combination of online and offline mode requires us to optimize and upgrade our products first.

Huo Feng: just now, the two predecessors also put forward their hopes and suggestions. They saw that China's agricultural machinery industry and export of agricultural machinery products have been on an upward trend. Although there is still a gap compared with foreign countries, I think there is also the same volume of space to be improved. And the export of agricultural machinery products is far from the ceiling, and there is a large space for growth. In the past, Wanzhan provided an offline platform for foreign trade enterprises to lead them to participate in exhibitions abroad. Now, Mr. Cheng of online scene (Beijing) Technology Co., Ltd. has built an online platform for you, hoping that the online platform can continue to become an international tool and platform.

Cheng Shiqiang: At the end of the day, I have one more thing to say: Thank you, Mr. Wang and Mr. Zhu for your heartfelt experience. I'm really encouraged. But there's another word I want to give to our guests. Today, we invited a lot of our guests, because we have carried out research and design in secret in recent months and we also keep us in a low profile, so many friends may not know about it. Today, we also have a lot of friends together with us. We want to announce that we have officially started to enter this field. We also hope that we can make the joint efforts with our former partners, including me and our new technology company partners in order to provide some practical and cost-effective products for you. And this is also our vision. Thank you.

Wang Ying: At the end of the forum, I would like to ask each guest to send your best wishes to the online friends of agricultural machinery enterprises:

Zhu Lihao: Working together to carry all the exhibitions to go globally.

Wang Jinfu: Making good use of the Internet plus exhibition platform to build world-class Chinese agricultural machinery brand.

Huo Feng: Agricultural enterprises should make good use of the platform and play their due role, making contributions on brand promotion and export.

Cheng Shiqiang: Thanks to all the friends in the agricultural machinery industry for your support for so many years. Thank you all!

Wang Ying: That's the end of today's forum. Thank you! This is our forum today. I also want to thank our friends in the agricultural machinery industry and our hard-working partners behind the scenes. I hope to work together with you to ride the storm and ride the waves. In the era of epidemic, we should remain true to our mission and create a better tomorrow together. Thank you!

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王颖：在疫情期间中国农业机械是否也受到了一些影响？

王颖：没想到的是在疫情期间中国农机品牌还是表现非常好的，也坚定了农机品牌走向世界的一个信心。

王颖：谢谢王总的分享

王颖：那么下面有请朱处长您分享一下您的感受。

王颖：之前也了解到中国农机品牌在一些中等发达国家表现还是不错的，那么在欧美国家现在中国农机是否受欢迎？或者是整机还是配件比较受欢迎？

朱礼好：中国首先在整机产品方面跟发达国家相比还是有一些距离的，中国的农机企业首先要发挥它本身的国情优势：

王颖：您对企业如何做品牌推广有什么建议吗？

王颖：谢谢王总、朱处长对农机行业的建议。

王颖：感谢王总的建议

霍峰：朱处长国外还会跑的多、见的也多。培养他多多给大家讲讲体会和感受

王颖：在论坛快结束之前，我想要求每位嘉宾用一句话送给线上的农机企业的朋友：

朱礼好：携手万展走向全球；

王金富：利用好线上互联网+展会平台，打造世界级的中国农机品牌，

霍峰：农业企业利用好平台，发挥他应有的作用，不能为上线而上线，为品牌宣传和出口做贡献。

程世强：感谢农机行业所有朋友们这么多年的支持，感谢所有万展的朋友们，谢谢大家！

Wang Ying: Is China's agricultural machinery also influenced during the epidemic?

Wang Ying: Thank you for your sharing.

Wang Ying: Next, let's invite Director Zhu.

Wang Ying: Do you have any suggestions on how to promote the brand?

Wang Ying: Thank you, Mr. Wang and Mr. Zhu for your suggestions on the agricultural machinery industry.

Wang Ying: Thank you for your advice

Huo Feng: Director Zhu, you can also go and see more abroad, which will make him more mature and tell us more about his experience and feelings.

Wang Ying: At the end of the forum, I would like to ask each guest to send your best wishes to the online friends of agricultural machinery enterprises:

Zhu Lihao: Working together to carry all the exhibitions to go globally.

Wang Jinfu: Making good use of the Internet plus exhibition platform to build world-class Chinese agricultural machinery brand.

Huo Feng: Agricultural enterprises should make good use of the platform and play their due role, making contributions on brand promotion and export.

Cheng Shiqiang: Thanks to all the friends in the agricultural machinery industry for your support for so many years. Thank you all!

王颖：在疫情期间中国农业机械是否也受到了一些影响？

王颖：没想到的是在疫情期间中国农机品牌还是表现非常好的，也坚定了农机品牌走向世界的一个信心。

王颖：谢谢王总的分享

王颖：那么下面有请朱处长您分享一下您的感受。

王颖：之前也了解到中国农机品牌在一些中等发达国家表现还是不错的，那么在欧美国家现在中国农机是否受欢迎？或者是整机还是配件比较受欢迎？

朱礼好：中国首先在整机产品方面跟发达国家相比还是有一些距离的，中国的农机企业首先要发挥它本身的国情优势：

王颖：您对企业如何做品牌推广有什么建议吗？

王颖：谢谢王总、朱处长对农机行业的建议。

王颖：感谢王总的建议

霍峰：朱处长国外还会跑的多、见的也多。培养他多多给大家讲讲体会和感受

王颖：在论坛快结束之前，我想要求每位嘉宾用一句话送给线上的农机企业的朋友：

朱礼好：携手万展走向全球；

王金富：利用好线上互联网+展会平台，打造世界级的中国农机品牌，

霍峰：农业企业利用好平台，发挥他应有的作用，不能为上线而上线，为品牌宣传和出口做贡献。

程世强：感谢农机行业所有朋友们这么多年的支持，感谢所有万展的朋友们，谢谢大家！