I. Liu Chunxiong—How to Build a Sustainable, Multi-Dimensional Marketing and Promotion System in the Face of the Pandemic Crisis

Liu Chunxiong, Professor at Zhengzhou University and Founder of New Marketing

Liu Chunxiong stated: “Nowadays, specialty fertilizers are no longer just a mass-market product—they’ve become a high-value-added commodity. For specialty fertilizers, it’s best to use villages as distribution hubs; otherwise, it’ll be impossible to scale up production. While bulk fertilizers can target large-scale farmers, specialty fertilizers can only effectively reach smallholder farmers—and that means focusing on high farmer density (using villages as distribution hubs). Otherwise, the channel layout you’re implementing now will end up creating obstacles for future sales.”
Moreover, specialty fertilizers require localized services with high service frequency and rapid response times—similar to the service provided for fungicides in commercial cultivation areas. Secondary distributors who can effectively serve multinational fungicide companies will also be well-positioned to serve specialty fertilizers. When attracting investors, it’s worth considering this group, as there’s a strong correlation between them. Secondary distributors who excel at selling fungicides from multinational companies are invariably those with strong technical service capabilities and the ability to sell high-value-added products.
The usage of specialty fertilizers is changing rapidly and is heavily influenced by price fluctuations, making it less predictable and planned compared to bulk fertilizers. Therefore, we need to be able to close sales within a short timeframe—and that’s precisely where in-store sales events come into play. The newer the product or brand, the more critical it is to hold large-scale promotional events in the market. Combining yield testing with tiered in-store sales events represents a more efficient sales approach that can generate explosive results in the short term.

II. Liu Gang—Analysis of the Current Status and Development Trends of Trace and Secondary Element Applications

Liu Gang, Head of the China Market Department at Poland Adom

Micronutrients and trace elements represent a critical component of the human diet, and one-sixth of the global population is at risk of micronutrient deficiencies. As many as 11% of all diseases are attributable to micronutrient deficiencies, and each year, 2.5 million children die from malnutrition—35% of these deaths are linked to deficiencies in trace elements. One-third of children experience growth problems due to insufficient zinc and iron intake, and annually, 450,000 children under the age of five die from zinc deficiency. Therefore, promoting the application of micronutrient and trace-element fertilizers has become an urgent necessity. Micronutrient and trace-element nutritional regulation technology is one of the essential technical measures for modern, highly efficient, and intensive agriculture. The scientific application of micronutrients and trace elements is a crucial approach for enhancing fertilizer utilization efficiency, increasing the micronutrient content in crops, reducing fertilizer application rates while maintaining or improving efficacy, and ultimately improving crop quality. Experimental results from fertilizer applications show that the input-output ratio for micronutrient and trace-element fertilizers can reach as high as 1:(50-100), whereas the input-output ratio for macronutrient fertilizers (commonly referred to as "major fertilizers") is only 1:(5-10).

In 2016, the global market for agricultural micronutrients totaled US$5.43 billion and is projected to reach US$8.81 billion by 2022. In 2017, the global market for agricultural micronutrients amounted to 1.2 million tons, with 60% applied to soils; by 2022, this figure is expected to rise to 1.6811 million tons.

The Chinese market for agricultural trace elements is also experiencing rapid growth and is currently booming. At present, there are 1,089 registered products for medium- and macro-element fertilizers such as calcium and magnesium, and 2,357 registered products for trace-element fertilizers. The number of enterprises producing water-soluble trace-element fertilizers has reached 1,211, and 98% of these water-soluble trace-element fertilizer products are compound formulations, primarily featuring combinations of Zn, Mn, B, and other elements. These fertilizers now cover as many as 59 different crop species, essentially encompassing all major crop types grown in China.
In the future, China's micronutrient fertilizers will trend toward diversification (offering more comprehensive nutrients and easier application), efficiency (with chelated [complexed] forms being key to enhancing fertilizer efficacy), functionalization (prioritizing high yields and superior quality while holding great potential for improving stress and disease resistance), and safety (improving the ecological environment and reducing environmental pollution).

III. Wang Hui—Interpretation and Key Promotion Points of Chelation Technology for Secondary and Trace Elements

Wang Hui, Director of the Marketing Department, Qingdao Ruikangda Biotechnology Co., Ltd.

Micronutrients and trace elements refer to a class of essential nutrients that are present in low concentrations in the soil and have relatively low bioavailability. Although plants require only small amounts of these elements, they are absolutely indispensable. Micronutrients and trace elements play crucial roles in processes such as sugar transport, synthesis and storage of vitamin C, accumulation of dry matter in fruits, regulation of fruit peel thickness, development of floral bud organs and reproductive organs, participation in amino acid synthesis, serving as components of various enzymes or coenzymes, regulating tissue differentiation, and balancing nutrient supply and demand.

When supplementing trace elements in ionic form, it’s important to pay attention to the following four key considerations: compatibility, antagonism, the influence of water quality or soil conditions, and the difficulty in determining the appropriate dosage. By contrast, chelated forms of meso- and trace elements can help avoid all these potential issues. Today, there are numerous types of meso- and trace element fertilizers available on the market. Among those commonly found, the three main forms are: ionic form, organic complexed form (such as amino acid complexes, sugar alcohol complexes, lignosulfonate complexes, and others), and chelated form (including EDTA chelates, EDDHA chelates, DTPA chelates, and more).

The advantages of chelated fertilizers include strong chelation stability, prevention of fixation, and compatibility with other fertilizers. They can completely avoid element antagonism, remain in a soluble state within the plant, are mobile, and easy to transport; moreover, they offer the highest absorption and utilization efficiency. However, their disadvantage lies in the slow xylem transport rate, which means that if calcium deficiency symptoms have already appeared, the effects of using these fertilizers will be slow to manifest.

IV. Dr. Nils Berger: An Exploratory Analysis of China’s Experience in Crop Package Fertilization for European Agricultural Production

(Due to the pandemic, Dr. Nils Berger was unable to attend in person; the following remarks will be delivered by Li Yubin, the exclusive representative for the China region and assistant lecturer.)

Founded in 1880, the Belgian company Rosier is a European mineral fertilizer supplier with over a century of history. Its newly developed fertilizer series can meet the nutritional needs of any plant under any climate condition.

The 4Rs of crop growth and fertilization—right product, right place, right rate, and right time—are essential for achieving optimal results. Rosier, a Belgian company, produces a wide range of fertilizer products and provides users with tailored recommendations on the right location, appropriate application rates, and ideal timing for fertilization. The goal is to help farmers achieve the highest possible yields and enhance the value of their crops.

Rodier Fresh Eating Grape Nutritional Program

In the future, Rosier’s target customers in China will be crop service providers focusing on specific crops in particular regional markets—for example, citrus in Sichuan, grapes in Yunnan, potatoes in Inner Mongolia, cotton in Xinjiang, and wheat in the Central Plains. The services Rosier can offer its clients include: 1. A brand and quality built over 140 years of heritage; 2. European-origin imported products with stable quality and outstanding fertilizer efficacy; 3. Nutrition solutions that have been proven through practical application; 4. Professional technical guidance and training; 5. Authentic and effective promotional support.