The big fertilizer enterprises are attacking cities, how do medium and small fertilizer enterprises survive and develop in the cracks? The experience of Fujian Zhongnong Gaota Fertilizer Co., Ltd. (hereinafter referred to as “Fujian Zhongnongâ€) is available for reference: The company was established only for three years but the development is unusually rapid. Currently, five high tower lines have been established in Zhangzhou and Zhaoqing respectively. It was approved by farmers and became a dark horse in the fertilizer market in South China. In August of this year, the company launched a new high-profile release of “speed energy†fertilizer, a new fertilizer product produced using the “pure ammonium nitrate hot oil pyrolysis processâ€. The advertised “small molecule, high absorption†slogan is quite high. Attract attention.
On August 12, the Southern Agricultural Materials Forum specially invited Tian Guiyi, vice president of marketing for Fujian Zhongnong, to communicate with netizens online to elaborate on the company’s success.
SMEs cannot start a price war and exchanges have just begun. Tian Guiyi pointed out: "The most important thing for SMEs to seize the market is to carry out product innovations and develop differentiated and effective products."
He analyzed that, as an enterprise that provides farmers with real fertilizer products, the product is naturally based. At present, homogenization of fertilizer products is very serious, and price war has become the most powerful weapon to seize the market. Large enterprises have the advantages of production and capital. Small and medium-sized enterprises fight price wars with them, as if they hit eggs with rocks, they will undoubtedly fail.
Tian Guiyi said that the current large-scale fertilizer enterprises in all parts of the country to attack the city, SMEs to survive in the cracks, only to develop differentiated products to avoid its edge, and the success of Fujian farmers is the implementation of this strategy.
As we all know, there are more than 18 high-rise towers and towers under construction in South China. The competition is extremely hot. However, as a rising star, Fujian Zhongnong Tower took full advantage of the technical characteristics of tower-type air-cooling to develop differentiated high-tower fertilizers, which won the recognition of dealers.
Innovation cannot be done once and for all. Tian Guiyi also emphasized that duplication is a common phenomenon in the fertilizer industry. When a company’s innovative products are opened in the market, they will soon be copied by other manufacturers. Therefore, SMEs must maintain continuous innovation capabilities, and Fujian Zhongnong has also practiced this. A concept. In August of this year, Zhongnong Tower issued a high-profile update of pure ammonium nitrate hot oil pyrolysis technology, “velocity†fertilizer, and the “small molecule, high absorption†slogan played out was very attractive to the industry.
The market positioning of new products is the key to questions from users. They have seen a lot of differentiated products with very good results in the market, but they have not been able to promote them. In this regard, Tian Guiyi believes that the market positioning of these products may be a problem.
"Products must not only be differentiated, but precise positioning of marketing channels is also critical." Tian Guiyi said that many new products are currently targeting the pursuit of "big" in new product positioning, treating them as all crops such as rice, wheat, vegetables and fruits. All of them can be used on the "million dollar oil", thinking that this can increase sales, but the result is often which market did not "eat through." Therefore, for small and medium-sized enterprises, because of the constraints of human and material resources, the market positioning must be precise, and it is advisable to concentrate on all resources to fine-tune the market segmentation.
The success of Fujian's middle peasants also confirms this concept. For example, their newly launched “Speed ​​Energy†top-dressing new product, because it is a nitro-containing product, is precisely positioned on top-dressing, and it is an economic crop, which has been abandoned for rice, wheat and other field crops. At the same time, the product is further subdivided into leafy vegetables (18-5-8 nitroxyl, 18-5-7 nitrite), fruit and vegetable (16-6-16 nitrite, 16-5-18 nitrite* Base) and so on.
In addition to products, channel positioning also requires precision and clarity. Tian Guiyi introduced that Fujian Zhongnong has three companies: the Fujian Zhongnong Tower, the Zhaoqing Sanhe High Tower, and the Nanping Eastern Fertilizer Plant. Each company has its own precise customer base, and selects different channels for different brands. For example, the “speed energy†produced by the Fujian Zhongnong Tower is a pure ammonium nitrate product, and it has been selected as an agent for the regional dealers of fruits and vegetables, as well as other types of economic crops.
Finally, Tian Guiyi also reminded that after choosing a good channel, channel protection is also very important. Strictly guarding against defective goods, and effectively protecting the interests of dealers and farmers, the vitality of products can last long.
On August 12, the Southern Agricultural Materials Forum specially invited Tian Guiyi, vice president of marketing for Fujian Zhongnong, to communicate with netizens online to elaborate on the company’s success.
SMEs cannot start a price war and exchanges have just begun. Tian Guiyi pointed out: "The most important thing for SMEs to seize the market is to carry out product innovations and develop differentiated and effective products."
He analyzed that, as an enterprise that provides farmers with real fertilizer products, the product is naturally based. At present, homogenization of fertilizer products is very serious, and price war has become the most powerful weapon to seize the market. Large enterprises have the advantages of production and capital. Small and medium-sized enterprises fight price wars with them, as if they hit eggs with rocks, they will undoubtedly fail.
Tian Guiyi said that the current large-scale fertilizer enterprises in all parts of the country to attack the city, SMEs to survive in the cracks, only to develop differentiated products to avoid its edge, and the success of Fujian farmers is the implementation of this strategy.
As we all know, there are more than 18 high-rise towers and towers under construction in South China. The competition is extremely hot. However, as a rising star, Fujian Zhongnong Tower took full advantage of the technical characteristics of tower-type air-cooling to develop differentiated high-tower fertilizers, which won the recognition of dealers.
Innovation cannot be done once and for all. Tian Guiyi also emphasized that duplication is a common phenomenon in the fertilizer industry. When a company’s innovative products are opened in the market, they will soon be copied by other manufacturers. Therefore, SMEs must maintain continuous innovation capabilities, and Fujian Zhongnong has also practiced this. A concept. In August of this year, Zhongnong Tower issued a high-profile update of pure ammonium nitrate hot oil pyrolysis technology, “velocity†fertilizer, and the “small molecule, high absorption†slogan played out was very attractive to the industry.
The market positioning of new products is the key to questions from users. They have seen a lot of differentiated products with very good results in the market, but they have not been able to promote them. In this regard, Tian Guiyi believes that the market positioning of these products may be a problem.
"Products must not only be differentiated, but precise positioning of marketing channels is also critical." Tian Guiyi said that many new products are currently targeting the pursuit of "big" in new product positioning, treating them as all crops such as rice, wheat, vegetables and fruits. All of them can be used on the "million dollar oil", thinking that this can increase sales, but the result is often which market did not "eat through." Therefore, for small and medium-sized enterprises, because of the constraints of human and material resources, the market positioning must be precise, and it is advisable to concentrate on all resources to fine-tune the market segmentation.
The success of Fujian's middle peasants also confirms this concept. For example, their newly launched “Speed ​​Energy†top-dressing new product, because it is a nitro-containing product, is precisely positioned on top-dressing, and it is an economic crop, which has been abandoned for rice, wheat and other field crops. At the same time, the product is further subdivided into leafy vegetables (18-5-8 nitroxyl, 18-5-7 nitrite), fruit and vegetable (16-6-16 nitrite, 16-5-18 nitrite* Base) and so on.
In addition to products, channel positioning also requires precision and clarity. Tian Guiyi introduced that Fujian Zhongnong has three companies: the Fujian Zhongnong Tower, the Zhaoqing Sanhe High Tower, and the Nanping Eastern Fertilizer Plant. Each company has its own precise customer base, and selects different channels for different brands. For example, the “speed energy†produced by the Fujian Zhongnong Tower is a pure ammonium nitrate product, and it has been selected as an agent for the regional dealers of fruits and vegetables, as well as other types of economic crops.
Finally, Tian Guiyi also reminded that after choosing a good channel, channel protection is also very important. Strictly guarding against defective goods, and effectively protecting the interests of dealers and farmers, the vitality of products can last long.
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