[College of Business, China Agricultural University] The first training session for the business team of the College of Business, China Agricultural University Fertilizer Industry, was held with great ceremony.

At the start of the new year, everything is renewed. To better implement Nongda Fertilizer Industry’s 2018 strategy of “transforming toward the cash‑crop cultivation zone with a customer‑value‑oriented approach,” the opening ceremony of the Nongda Fertilizer Industry Business School and the first training session for the sales team were held ceremoniously at the company’s headquarters on January 4, 2018. More than 300 sales professionals from Nongda Fertilizer Industry attended the event. Ma Xuewen, Chairman and General Manager of Nongda Fertilizer Industry, Ding Fangjun, Director of the Institute of Soil Ecology, and Song Huabing, General Manager of the Marketing Company, among others, were present at the training session.

In 2018, the fertilizer industry faced even fiercer competition, while new‑generation fertilizers such as humic acid fertilizers experienced a surge in innovation and market momentum. As China’s leading brand in humic acid fertilizers, how can Nongda Fertilizer Industry spearhead the sector’s development and ensure that higher‑quality fertilizers reach more farmers and are applied across more of China’s farmland?

To this end, the senior management of Nongda Fertilizer Industry undertook comprehensive planning and meticulous design, officially establishing the Nongda Fertilizer Industry Business School on January 4. Concurrently, the first session of business‑team training was held, aiming to strengthen all employees’ understanding of a customer‑value‑oriented mindset, enhance the marketing skills of the sales team, and deepen their knowledge of agrochemical services, thereby enabling the entire sales force to provide more effective support and service to customers.

Song Huabing, General Manager of the marketing company, conducted training and provided detailed instruction on sales techniques for the sales team. He covered everything from the fundamental marketing process to advanced sales strategies, equipping the team with robust marketing skills. In addition, Song Huabing outlined the marketing plan for 2018.

Ma Xuewen, Chairman and General Manager of Nongda Fertilizer Industry, delivered a report titled “‘Customer‑Value‑Driven’ ‘One Diagram, One Table, Three New Products.’” He emphasized that, in terms of philosophy, all sales personnel should be guided by customer value, working together with distributors to forge a strong community of shared interests, and effectively communicating product knowledge and services to both distributors and end‑users. In practice, they must remain customer‑centric, taking farmers’ fields as their foundation and employing a “results‑validation” approach to highlight Nongda Fertilizer’s key strengths, thereby providing farmers with superior agrochemical technical services. Following this, Mr. Ma highlighted three upgraded products—water‑soluble, microbial‑infused “one‑hand‑grab” fertilizer; drip‑irrigation‑compatible humic acid–nitrate–sulfur compound fertilizer; and the fruit‑tree antifreeze nutrient supplement “Patriot”—providing the sales team with powerful tools to more effectively expand into new markets.

Finally, Ma Xuewen emphasized, “Happiness is earned through hard work, and success belongs to those who devote themselves wholeheartedly.” He urged all business personnel to make the most of this training and learning opportunity, integrating study with practice and continuous improvement, thereby enhancing their professional skills and capabilities, and extending the application of “Better Humic Acid, Better Compound Fertilizer” across China’s vast landscapes.

It is reported that the newly established Nongda Fertilizer Business School represents a key initiative by Nongda Fertilizer to put its “customer‑value‑oriented” philosophy into practice. Moving forward, the school will focus on training distributors in business principles and operational capabilities, working with them to build a shared community of interests. In addition, it will provide tiered, phased training for end‑users on product application and agrochemical expertise. Stay tuned for more updates.