How to Win in the Chinese Agricultural Machinery Market?

Agricultural Machines

Initial Situation

The drive and control branch of a German group corporation wants to increase its share in the Chinese market for agricultural machinery. The segment is one of the ten key industries in the ‘Made in China 2025’ strategy of the government in Beijing. It might be the right time to put a stronger focus on this industry.

Georg Stieler and his team have supported us highly competently and comprehensively. The project results form an important basis for our market development as well as for our localization strategy in China. Thanks to Stieler, we were able to systematically and efficiently plan and manage our activities in the Chinese agricultural machine market. The project results are an important part of our strategic planning.

Christoph Schmidt
Head of Application Agricultural Machinery China, Bosch Rexroth AG

Project History

Market data of harvesters and tractors:

  • Sales and production from 2010-2014

  • Outlook 2015-2020, different scenarios, based on interviews with experts from leading OEMs, the industry association, ministries and the analysis of policy documents

  • Identification and analysis of leading domestic and foreign agriculture OEMs in China with their strengths and weaknesses, production bases, R&D centres, etc.

Application and potential analysis:

  • Identification of key decision makers responsible for the use of solutions and systems of our client

  • Expert Interviews: Which technologies and suppliers are being used in the respective applications today? How might it change during the next five years?

  • Market shares, competitive landscape and price levels


  • Reliable information on the marketability of more advanced technologies and therefore a sound basis for localisation strategy

  • Direct and well-prepared access to the key decision makers at R&D and purchasing for further business development

More Sample Projects