The transformation and upgrading of fertilizer companies are breaking through

Fertilizer is not a sunset industry, because agriculture is a sunrise industry.
What we have to do is to seize the opportunity and turn the "red sea" of the industry into a "blue sea".
Overcapacity reduction cannot be simply understood as reducing or removing basic fertilizer production capacity, but through technological advancement, improving product formulas, gradually reducing excess and long-term loss of basic products and production capacity, and developing new fertilizers to bring products closer to the market.
??? Innovative business model innovation and marketing system reform??? Starting in March this year, the Shifoshan Coffee Base in Xingfu Town, Yun County, Lincang City will become a test base for Yuntianhua Coffee Specialty Fertilizer.
"Although the coffee planting area and output in Yunnan account for more than 99% of the country's total, there is no special coffee fertilizer.
" Lincang Lingfeng Industry Group Co.
, Ltd.
manager Le Shirong introduced that the company plans to increase coffee production and income by 240,000 mu this year.
Starting to reach a long-term strategic cooperation with Yuntianhua, through soil testing formula, a tailor-made special fertilizer suitable for coffee.
"The service of Yuntianhua's agrochemical service into the base is very good.
This year we plan to use 2500 acres of coffee bases in Mengjian Dazhai in Gengma County, Lishu Dacun in Yunxian County and other coffee bases as experimental bases.
Once successful, we will promote it across the province.
"? ?? The customized service provided for Lingfeng Coffee is the transformation of Yuntianhua from "selling products" to "selling products + selling services", upgrading from a "manufacturing type" enterprise to a "manufacturing service type" enterprise, and from "selling products" to A typical case of "providing system service solutions" transformation.
??? "Under the background of the current severe overcapacity of chemical fertilizers, the increasingly fierce market competition, and the declining profitability of enterprises, the company's transformation and upgrading tasks are very urgent.
We must actively face and resolve overcapacity through business model innovation and marketing system reforms.
Question.
" Li Yingxiang, general manager of Yuntianhua Co.
, Ltd.
, introduced that in this marketing model reform, the company will use Yunnan and Shandong regional pilot work to create a new marketing system based on the agricultural industry chain.
Actively explore new production and sales models, realize market sharing, benefit sharing and strategic bundling of production units and sales units, and give full play to the synergy of production and sales.
Explore the internal logic of the current "Internet +" model, and innovate a new marketing model of agricultural materials and products under the Internet environment.
??? "In the past, farmers had to buy chemical fertilizers at agricultural stores, but now they are delivered directly to the fields.
" said Cun Shoupei, manager of Longchuan County Peifeng Agricultural Production Materials Co.
, Ltd.
As the first-generation franchisee of Yuntianhua, the company's services With the promotion of marketing reforms, the company now has opened up the last mile of fertilizer services through farmers' brokers in each village.
??? Wang Sheng, Director of Market Agrochemicals of the New Fertilizer Division of Yuntianhua Co.
, Ltd.
, introduced that in the marketing management reform, the company and distributors will gradually transform from the current simple transaction relationship and community of interests to a community of business and a community of destiny, and cultivate more big business, Big stores and big households.
Through the transformation of marketing services, establish an offline predictive service system centered on "crop nutrition and soil conditioning", allocate and integrate agrochemical service resources, and cultivate system service capabilities.
Focusing on “crop nutrition, fertilization technology, and soil conditioning”, we will build big data studios, soil testing formula laboratories, smart micro-factories, and IT service platforms to realize the organic integration of online learning and diagnosis, offline service training, and build results based The core is a new agrochemical service model that is close to farmers.
At the same time, it integrates internal and external agrochemical service resources to create a three-level service system of "headquarters-region-basic level".
Reform??? Adjustment of product structure from low-end to mid-to-high-end? In the comparative test of yam in Sanzhen Town, Jiaoling County, Meizhou City, Guangdong Province, the yam grown with Yuntianhua’s “magnesium-boron” compound fertilizer was better than imported fertilizer.
The output increased by 1297 kilograms.
This result made Guangdong dealer Lu Shixu smile.
"In the Guangdong market, farmers are more concerned about the effect rather than the price.
High-end imported fertilizers firmly occupy the market.
We introduced Yuntianhua's high-end product'Mileboron' compound fertilizer 3 years ago.
Through repeated comparison tests, we use facts.
Won the recognition of farmers, last year sales reached 20,000 tons, this year's goal is 30,000 tons.
" ??? Under the downward pressure on the economy, why are dealers so confident? "I don't think the fertilizer industry is a sunset industry, because China's agriculture still has a lot of room for development, and the market demand for high-end products is expanding.
What we have to do is to find the "blue ocean" in the "red ocean" of chemical fertilizers.
" Li Yingxiang It is believed that the supply-side structural reform of the fertilizer industry is to reduce production capacity and make up for shortcomings, reduce low-end supply, expand mid-to-high-end supply, improve the quality and efficiency of the supply side of the fertilizer industry, and promote the development of modern agriculture.
??? "For Yuntianhua, decapacity cannot be simply understood as reducing or removing basic fertilizer production capacity, but through technological advancement, improving product formulations, and gradually reducing excess and long-term loss of basic products and production capacity, and through the development of new fertilizers, Bring products closer to the market.
" He said that new fertilizers are a new way to adapt to the development of modern agriculture.
The new fertilizer division established this time is the "shortcoming" that Yuntianhua has made up for in the development of modern agriculture.
In combination with the development trend of water-saving agriculture and water-fertilizer integration technology, Yuntianhua focuses on the research and development of new water-soluble fertilizers, and actively develops special fertilizers for plateau crops.
Special fertilizers for flower gardening and home gardening have been mass-produced and put on the market.
"Boron" nitro compound fertilizer products have gradually established a high-end brand image in the market.
"These measures have boosted the sales of basic fertilizers, and at the same time increased the proportion of new special fertilizers in the company's product structure, and accelerated the pace of product structure adjustment from low-end to mid-to-high-end.
" ??? In the future, eight sales areas have been established, which will focus on the transformation of the three major marketing models in the Yunnan-Guizhou region: from trade marketing to in-depth marketing, from extensive expansion to intensive farming, and from hunter to farming expert.
In terms of business strategy, it adopts the strategy of dividing fields into households, focusing on and focusing on the areas under its jurisdiction, and earnestly accomplishing intensive cultivation of product sales and brand building.
??? Technological innovation will be the guarantee of green development??? Song Peiliang, a tobacco planter at the Tobacco Station in Dapo Township, Zhanyi County, Qujing, lamented: “The land here has been cropped for nearly 20 years, and there are more and more diseases.
The tobacco leaves are almost dead.
, And Yuntianhua’s trial and demonstration project of the “full solution for flue-cured tobacco planting” showed that flue-cured tobacco is growing well, soil improvement has achieved significant results, and the application of chemical fertilizers and pesticides has been effectively reduced.
” ??? In 2016, the Central Committee’s No.
1 document proposes to increase the growth of flue-cured tobacco.
The prevention and control of large-scale agricultural non-point source pollution has been implemented, and the zero-growth action of chemical fertilizers and pesticides has been implemented.
The Ministry of Agriculture also emphasized in the "Key Points of Planting Industry Work in 2016" that it is necessary to carry out the zero-growth action of chemical fertilizer use.
??? "Zero growth is a good development opportunity for companies that have the ability, technology, resources, and sense of responsibility.
" Li Yingxiang said that the current fertilization technology in China is far from reaching the level of advanced countries.
There is over-fertilization.
Since last year, Yuntianhua has explored "full crop solutions" in the fields of flue-cured tobacco, bananas and other planting fields.
Yunnong Technology has built an intelligent fertilizer micro-factory to provide farmers with customized products for the needs of crops and soil, as a channel terminal Provide high-quality and low-cost fertilizer raw materials, and constantly look for new driving forces for green development.
??? Technological innovation is the guarantee of green development.
Yuntianhua and the expert team of Professor Zhang Fusuo, director of the Research Center for Resources, Environment and Food Security of China Agricultural University, formed the Yuntianhua Institute of Plant Nutrition, Yuntianhua International Institute of Plant Nutrition, and Yuntianhua Agricultural Research Center.
Carry out in-depth plant nutrition and agricultural research, and jointly build an "expert workstation" with Sichuan University to realize the industrial application of the key technology of high-purity monoammonium phosphate.
Co-established Yunnan Yuntianhua Yihua Phosphorus Industry Research Technology Co.
, Ltd.
with Israel Chemical Industry to enhance the company's research and development capabilities for fine phosphorus chemicals and special fertilizers.
??? Li Yingxiang introduced that during the "Thirteenth Five-Year Plan" period, Yuntianhua will achieve four changes: the development mode will change from an extensional development that mainly relies on factor input and scale expansion to an intensive development that relies on innovation-driven and quality improvement; business model Transition from manufacturing to manufacturing service industry; industrial structure from a single traditional industry to a combination of traditional industries and emerging industries; product structure from basic and large-scale products to a combination of basic and functional, scale and efficiency change.
??? Innovative ideas to create connections??? At present, some industries are facing the problem of overcapacity, and the fertilizer industry is one of them.
There is also a severe situation.
In terms of policies, the development of chemical fertilizers is "constrained.
" The Ministry of Agriculture and the Central Committee have repeatedly proposed the zero growth action of chemical fertilizers and pesticides, restricting their scale expansion, and the industry environment appears to be relatively quiet.
At the same time, the company's own profitability continues to decline.
, The survival of enterprises is more difficult.
Some fertilizer companies have begun to actively explore how to survive and develop.
??? Fertilizer is the "food" of grain.
Our province is vigorously developing plateau agriculture.
Therefore, Yuntianhua can make a difference to solve the overcapacity.
In this process, Yuntianhua has spotted this opportunity, innovated ideas and taken the initiative, focusing on research and development of new water-soluble fertilizers, and actively developing special fertilizers for plateau crops, so that the desolate industry can catch the express train of industrial development; secondly, Combining "Internet +", build big data studios, soil testing formulation laboratories, and smart micro-factories to carry out platform innovations and improve management levels; while resolving production capacity, the company gradually extends its focus from production to sales and services, and promotes the line The organic integration of online learning diagnosis, offline service training, and providing solutions to the market reflects a strong sense of service.
The exploration of benefit sharing between production companies and sales companies is an innovation in marketing models.
From the technological research and development of the production link to the strategic bundling of the marketing link, various measures reflect the penetration of the sense of innovation and service in the entire industrial chain.
??? During the "13th Five-Year Plan" period, overcapacity reduction is the primary task.
To sell products, we must pay attention to the construction of the marketing system and strengthen the management of sales terminals.
Product structure adjustment is the main direction, so it is necessary to carry out technological innovation, get closer to the terminal, develop new products, and at the same time extend the application of technology to the service field, provide solutions for the market, and create new profitable space for enterprises.
??? These attempts will have a profound impact on the enterprise.
Driven by innovation, efforts are being made to develop new types of low-consumption, high-efficiency, and environmentally friendly fertilizers.
Fertilizer companies increase R&D investment and encourage the application of new technologies, which will improve the overall technical level of the industry, promote product structure optimization, accelerate industry transformation and upgrading, and become more modern The requirements of agriculture and green development.
The innovation of business models and marketing systems can link all companies in the fertilizer industry chain, and the links between production, sales, and research and development will be closer, and promote the quality and efficiency of the entire industry chain.
??? The innovative ideas of chemical fertilizer companies have seized opportunities, innovative technologies have broken through traditional development paths, and innovative models have established more connections.
The industry environment temperature is not high, but with innovation, some companies have ushered in a broader space for development.
During the "Thirteenth Five-Year Plan" period, reducing overcapacity is the primary task.
To sell products, we must pay attention to the construction of the marketing system and strengthen the management of sales terminals.
The adjustment of product structure is the main direction, so it is necessary to carry out technological innovation, get closer to the terminal, develop new products, and at the same time extend the application of technology to the service field, provide solutions for the market, and create new profitable space for enterprises.
??? These attempts will have a profound impact on the enterprise.
Driven by innovation, efforts are being made to develop new types of low-consumption, high-efficiency, and environmentally friendly fertilizers.
Fertilizer companies increase R&D investment and encourage the application of new technologies, which will improve the overall technical level of the industry, promote product structure optimization, accelerate industry transformation and upgrading, and become more modern The requirements of agriculture and green development.
The innovation of business models and marketing systems can link all companies in the fertilizer industry chain, and the links between production, sales, and research and development will be closer, and promote the quality and efficiency of the entire industry chain.
??? The innovative ideas of chemical fertilizer companies have seized opportunities, innovative technologies have broken through traditional development paths, and innovative models have established more connections.
The industry environment temperature is not high, but with innovation, some companies have ushered in a broader space for development.
During the "Thirteenth Five-Year Plan" period, reducing overcapacity is the primary task.
To sell products, we must pay attention to the construction of the marketing system and strengthen the management of sales terminals.
The adjustment of product structure is the main direction, so it is necessary to carry out technological innovation, get closer to the terminal, develop new products, and at the same time extend the application of technology to the service field, provide solutions for the market, and create new profitable space for enterprises.
??? These attempts will have a profound impact on the enterprise.
Driven by innovation, efforts are being made to develop new types of low-consumption, high-efficiency, and environmentally friendly fertilizers.
Fertilizer companies increase R&D investment and encourage the application of new technologies, which will improve the overall technical level of the industry, promote product structure optimization, accelerate industry transformation and upgrading, and become more modern The requirements of agriculture and green development.
The innovation of business models and marketing systems can link all companies in the fertilizer industry chain, and the links between production, sales, and research and development will be closer, and promote the quality and efficiency of the entire industry chain.
??? The innovative ideas of chemical fertilizer companies have seized opportunities, innovative technologies have broken through traditional development paths, and innovative models have established more connections.
The industry environment temperature is not high, but with innovation, some companies have ushered in a broader space for development.