[4] The “Yanzhen Model” Demonstrates Its Strength Once Again: 1,600 Tons of Agricultural University Humic Acid Fertilizer Ordered

Tian Wenjie is a renowned Tier‑1 distributor among Nongda Fertilizer’s long-standing customers; the Yanzin model is one of the regions where Nongda Fertilizer’s “results‑comparison, on‑site observation, and word‑of‑mouth dissemination” approach has been implemented most thoroughly.

On July 17, Nongda Fertilizer Industry, together with distributors from Yanzin County, convened a regional distributor conference for the Yanzin area.

Tian Wenjie, a distributor in Yanzin County, recorded sales of 4,915 tons in 2017.

As of June 30, 2018, more than 3,000 tons had been sold.

The conference secured orders for over 1,600 tons, laying a solid foundation for achieving the year’s sales target.

“Happiness is earned through hard work, and success belongs to those who put their heart into it.” The reason why Tian Wenjie’s marketing approach has come to be known as the “Yanjin Model” and has been eagerly emulated by a wide array of distributors at Nongda Fertilizer is largely due to Tian Wenjie himself.

Before becoming an agent for Nongda Fertilizer, Tian Wenjie was a sales representative for another brand in the local market. As he put it, “The moment I first encountered Nongda’s products, I was hooked. I decided to quit my job and start my own agency, because this is exactly the kind of product farmers need.” From that point on, he resolutely embarked on the path of distributing Nongda’s products—and quickly outpaced many of his peers.

If choosing China Agricultural University was a testament to Tian Wenjie’s “vision,” then his success in managing its campus market can be attributed to his keen “strategic acumen.”

In response to the chaotic landscape of fertilizer brands and uneven product quality in the local market, Tian Wenjie has adopted a “leverage strengths and mitigate weaknesses” marketing strategy: leveraging technology to ensure product performance, relying on proven results to win farmers’ trust, and providing exceptional service to foster long-term partnerships.

If “vision” and “strategy” are rather abstract concepts, then Tian Wenjie’s success can be attributed entirely to the hard work and relentless effort he poured into his endeavors.

Tian Wenjie goes deep into rural areas almost every day, visiting fields and farms. He makes it a point to meet with two to three customers daily, and at each critical stage of crop growth, he organizes hands-on demonstrations and comparative trials to strengthen farmers’ understanding of and confidence in Nongda’s products.

Yanzhen County has a total of 300,000 mu of cultivated land, and Tian Wenjie has already reached 40% of the county’s villages, covering 40% of the land in each village.

“In the future, I will continue to follow the path of ‘comparative trials, observation, and dissemination’ proposed by China Agricultural University, seeing experimental demonstrations through to the end. At the same time, I will actively join CAU’s College of Agrochemistry; in addition to deepening my knowledge of crop cultivation and agrochemicals, I will also study business management. Together with CAU, I aim to pursue a professional, well‑structured approach to operations, ensuring that more farmers can use CAU fertilizers and achieve greater economic returns,” said Tian Wenjie.