The scale and strength of China's grain machine manufacturing enterprises and foreign famous grain machine manufacturing company's gap is significant, has the technical force and the number of advanced manufacturing equipment, grade is far away, mechanical products in the design level and manufacturing process is not up to the advanced foreign level.

　　In the R & D investment and R & D capacity is unable to compare with it, independent innovation and development of products with independent intellectual property rights less, imitation products more. Many private enterprises do not have their own processing capabilities, and take outsourcing processing and then assembly to produce equipment, product quality is not guaranteed. Since 1998, due to the lack of industry management, most products do not have a unified standard to follow, the equipment is backward in shape, rough appearance, poor stability and reliability, low process performance, high energy consumption, short failure-free time, short life.  

　　Domestic manufacturing enterprises can only produce one or two varieties, and vicious competition between factories and plants. This is the most prominent performance in the domestic flour processing machinery manufacturing industry, although the production of individual machines is the world's top, but there is no enterprise with the ability to produce a complete flour production line, not even one can provide a mill, flour cleaning machine, high square sieve three main manufacturers. The use of domestic equipment to support the new flour mill, test runs, there are as many as one or two dozen manufacturers of technical personnel to participate in the commissioning, many manufacturers to participate in poor communication and consultation, the commissioning work is greatly reduced. In contrast, international multinational companies provide a complete production line including process design, equipment quality is guaranteed, the workshop is neat and orderly, and the process is mature and reliable. During the test run, the technical personnel cooperate tacitly, no tug of war, and the commissioning work efficiency is high.

　　3.2 Weak brand awareness

　　Domestic grain machine manufacturing industry currently has thousands of manufacturers, most of them have not formed the scale advantage, the product is similar to the serious, such as de-stone machine, vibrating sieve such as a single machine equipment, according to the statistics of the Chinese flour network, the production enterprises more than 40; is a relatively high technical content of the mill, there are more than 10 factories in the country to produce.

　　However, the domestic grain machine manufacturing industry in addition to a few well-known enterprises pay more attention to the creation and protection of their own brand, many small and medium-sized grain machine manufacturers in order to force the immediate interests of the imitation; for orders to compete with each other price, vicious competition, only the main energy on the expansion of interpersonal relations and public relations, no brand awareness. Due to the low sales price, low profits, and the formation of enterprises can not afford after-sales service work, the lack of after-sales service makes the domestic grain machine products in the eyes of users have been unable to get rid of the status of low-grade goods, and can not and foreign brands of equivalent products in an equal competitive position. This has led to a decline in the economic efficiency of the industry as a whole, making it difficult to improve the technical level and gradually losing market competitiveness.

　　Shenyang Group is a famous enterprise group integrating research and development, engineering design, manufacture, installation and service of feed, storage and grain machinery products. The company has total assets of 500 million yuan, including fixed assets of more than 200 million yuan, and achieved sales revenue of 1 billion yuan in 2005, including exports of 12 million dollars, and is currently the largest domestic grain processing machinery manufacturer. But compared with international multinational companies like Swiss Bühler and Japanese Satake, the difference in scale strength is too great, and domestic grain machine manufacturing enterprises have felt the strong pressure from international brands. The establishment of modern international market competition concept, in the competition at the same time to strengthen cooperation, so that the allocation of resources more reasonable, more efficient, to the group, the direction of scale, to create their own brand, is the formation of carrier-type grain processing machinery manufacturing enterprises must be the way.

　　Business concept to be improved

　　Swiss Bühler has a clear goal to enter the Chinese grain machine market, namely to occupy the high-end market of Chinese flour processing machinery. In order to achieve this goal, Bühler has developed a set of strategies for market development. Since 1982, Bühler has entered China and established an office in Beijing. By January 2006, Bühler Holding created its fourth production site, the specialist feed machinery manufacturer Bühler (Changzhou) Machinery Co Ltd, as a joint venture with Jiangsu Baolong Agricultural and Livestock Machinery Co Ltd.

　　Bühler has always insisted on the following business strategies: focus on brand, quality first in equipment manufacturing and customer-oriented. According to China's national conditions, we have introduced products with different levels and increased the market share. We have established a perfect after-sales service system, strengthened communication with our customers and vigorously promoted our brand.

　　For more than two decades, Bühler has strategically integrated its enterprises in China according to the situation of China's grain processing machinery manufacturing industry, while merging with the backbone of the domestic industry, eliminating high-end competitors, expanding the market, reducing investment risks, greatly reducing operating costs and gradually achieving its goal of monopolising high-end products and technology for Chinese flour processing machinery.

　　In the competition for the market, some domestic enterprises are not winning with product quality, but by pulling connections to promote. The international multinational companies' business strategy is to provide hundreds of pages of detailed contracts, first to win the trust of customers; and then with high-quality products and reliable technology, perfect after-sales service, to meet the needs of customers. The result of such competition is inevitably that our enterprises will lose the high technology content, lucrative high-end market flour equipment processing plant to lose competitiveness is the most powerful proof.