Since the reform and opening up, following the implementation of the country ’s policy of improving the level of agricultural mechanization and accelerating the implementation of rural infrastructure, China ’s agricultural machinery industry has been significantly developed. Many small occupations, and constitute a sound industrial system. The rapid development of agricultural machinery and its application in rural areas have accelerated the transformation of China's rural agricultural labor structure, which has promoted the construction of new rural areas and the development of rural economies in China. Looking at the demand for and use of agricultural machinery in rural areas, there are the following characteristics:

1) Rural villages have great potential for agricultural machinery

China is a land-rich country and a great agricultural country. There are 1.5 billion mu of agricultural arable land in China, but the utilization ratio of agricultural machinery is still relatively low compared to developed countries. For example, according to the survey of the Consumer Association of China in 2006, the utilization ratio of rice harvesters in southern China was only 20%. The demand potential of machinery is still great. With the promotion of the rural industrialization process in China, there is huge potential for the use of agricultural machinery in the future villages.

2) The difference and hierarchy of rural agricultural machinery purchase

Because of the vast territory of our country, the distribution of rural areas is relatively scattered, and it is difficult to purchase agricultural machinery in the same way as the urban population. This leads to the outstanding differences and levels of agricultural machinery purchase in rural shopping malls. First, the level of purchasing agricultural machinery is different between rural areas, and the demand for agricultural machinery products is different in different topography of rural plains, hills, grasslands, and mountains. Second, even though different rural households in the same area have different subsistence levels, there are differences in the purchase of agricultural machinery. Third, China's rural shopping malls are also hierarchical, roughly divided into three-tiered shopping malls in the eastern coastal area, the central plain, and the western inland. Farmers in these three-tiered shopping malls also have consumption ideas and consumption structures on agricultural machinery consumption. different.

3) The purchase of agricultural machinery in the countryside is exemplary

Most of the farmers in the countryside still retain the dense thinking of small farmers, and the dwelling characteristics of living next to each other in the countryside also lead to a strong sense of conformity and comparison between farmers. Often, a farmer will send information when there is any trouble. Spread it to other farmers. Therefore, what kind of good agricultural machinery a farmer buys is usually quickly understood and followed by others, and then constitutes an outstanding demonstration effect.

4) Rural purchase of agricultural machinery attaches importance to functionality

The rural farmers' consumption concept is relatively simple, and the agricultural machinery consumer market is still in the stage of functional demand, that is, the farmers first focus on the usefulness and material benefits of the products, and pay less attention to the product's personality and beautiful value. The farmer's functional consumption concept mainly reflects the following requirements for agricultural machinery products: First, the usefulness of agricultural machinery. Farmers pay more attention to the function of agricultural machinery products and can get used to the rural consumption level and consumption. The environment does not pay much attention to the beauty of agricultural machinery; the second is the low price of agricultural machinery. Under the premise of ensuring the usefulness and economic use of agricultural machinery, farmers require that the price of agricultural machinery is as low as possible. If the basic functions of the two agricultural machinery are common The farmer must choose the one with the lower price; the third is the simplicity of the agricultural machinery. The farmer's general education is not high. In the application of agricultural machinery, only the basic simple functions of agricultural machinery can be used. For example, in agricultural machinery Most farmers only need to clean wheat and other harvesters. The other functions of the combine harvester are not taken seriously, and the easy operation and repair of agricultural machinery may be more popular among farmers.