[Harvest Season] — Daily sales of 4,055 tons! The secrets of Nongda Fertilizer you’ve never known.

Day one: 3,000 tons!
The next day, 3,000 tons!!
On the third day, 3,000 tons!!!
Day four: 3,000 tons!!!!
Day 5: 3,000 tons!!!!!
Day six: 3,000 tons!!!!!!
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During the pandemic‑driven resumption of work, the hundreds of heavy fertilizer‑transport trucks that daily streamed in and out of the Nongda Fertilizer Plant’s premises sent a reassuring message to the outside world:
Starting February 21, Nongda, China’s leading brand of humic acid fertilizers, has maintained daily shipments exceeding 3,000 tons for nine consecutive days!
On February 28, Nongda Fertilizer’s single-day shipment reached 4,055 tons, setting a new all-time record for the company’s daily delivery volume!
(Data statistics are current as of the time of publication.)

Upon learning of the good news, Shandong Agricultural Science Channel promptly reported on Nongda Fertilizer Industry’s efforts to “fight the epidemic and ensure spring plowing,” a story that sent ripples throughout the entire agricultural community.

Everyone is astonished: amid a market downturn and a major epidemic, most companies find themselves in the awkward predicament of having output but no sales. Even brands that once dominated the market are struggling to generate demand, despite exhausting every possible strategy. So why has Nongda managed to buck the trend and achieve robust production and strong sales during these challenging times?
As the agency that has been guiding Nongda’s brand positioning for a decade, Harvest Season offers an in-depth analysis: Nongda’s success today is built on the foundations laid yesterday. Nongda has no secret formula—but you may find it hard to replicate.

At the Agricultural University, there isn’t a single day when they don’t do one thing.
This matter is all about humic acid fertilizers!
When humic acid fertilizers were not yet as popular as they are today, Ma Xuewen of Nongda Group demonstrated far-sighted vision by proactively laying the groundwork, mobilizing the entire group’s resources to focus on the humic acid fertilizer category, and further solidifying Nongda’s position as “China’s leading brand in humic acid fertilizers.”
Looking back today, Ma was right all along! The humic acid fertilizer market is growing larger and more popular than ever, with countless agri‑input companies eyeing the “humic acid” opportunity and jumping on board. Meanwhile, Nongda, which had been strategically positioned from the start, has maintained its leadership in the humic acid fertilizer segment.
As the saying goes, get the positioning right, and you’ll stay energized for a decade. At China Agricultural University, with the right strategic positioning, its work boils down to doing just one thing:
Focus on humic acid!
The university’s technologies, talent, funding, and products—every one of its competitive advantages is centered on humic acid, pooling resources to achieve significant breakthroughs!
The brand positioning of the Agricultural University is “China’s leading brand in humic acid fertilizers.”
The core technology of the Agricultural University is called the Four‑Stage Humic Acid Activation Technology.
The standard drafted by the Agricultural University is titled “National Standard for Humic Acid Compound Fertilizers.”
The laboratory established by the Agricultural University is called the Key Laboratory of Humic Acid Fertilizers of the Ministry of Agriculture.
The industry association that plays a key role at the Agricultural University is called the China Humic Acid Industry Association…
Everything is for humic acid, everything is humic acid!
Even the Agricultural University cafeteria has a classic signature dish—fried pork with humic acid!
Meanwhile, within the agricultural inputs sector, some companies keep shifting their positioning and product categories, throwing themselves into disarray and exhausting themselves in the process. Take a certain enterprise in Linshu: before 2018, it was one of the leading players in the compound fertilizer segment, but after 2018, it suddenly pivoted to organic fertilizers. Such moves leave observers utterly baffled, like trying to grasp a monk’s head—completely at a loss.
Some people accomplish ten things in a year, while others dedicate ten years to a single endeavor.
Suppose this company in Linshu is a competitor of the Agricultural University—do you think it could outperform the university?

At the Agricultural University, there isn’t a single day when they don’t talk about one thing.
This is the case: “Agricultural University = humic acid”!
From the day it began focusing on humic‑acid fertilizers, China Agricultural University has tirelessly promoted the equation “CAU = Humic Acid.” Through every brand‑positioning ad for CAU’s humic‑acid products, each “CAU Humic Acid: Challenging the Guinness Record” event, every special feature on humic acid, every agricultural news interview, and even every post shared on WeChat Moments, CAU has been wholeheartedly reinforcing this enduring formula: “CAU = Humic Acid.”
Some may wonder: since your university has already done all this, is it really necessary to keep talking about it? Is it worthwhile to invest significant effort and resources each year in comprehensive, multi‑channel communication and branding?
Of course there is—and it must exist! Action is marketing within the enterprise, while communication is marketing aimed at the external market (the consumer’s mind).
What does the Agricultural University represent in the minds of consumers—both distributors and farmers?
Why should distributors choose Nongda among the many fertilizer brands?
Why should growers choose Nongda when faced with two similar fertilizer products at a dealer’s store?
Providing consumers with a compelling reason to choose your brand is the key to an enterprise’s survival.
China Agricultural University spares no effort in promoting the association “China Agricultural University = humic acid,” aiming to firmly secure a dominant position in consumers’ minds for humic‑acid fertilizers and establish the brand as the category’s benchmark. Just as you think of Gree when buying an air conditioner or Haval when choosing an SUV, it is consumers’ minds that truly constitute the battleground of competition.
Whether you succeed or not, you have to go out into the fields. During the harvest season, dealers and farmers alike invariably mention “Nongda Humic Acid” as a single, seamless term—almost as if it were an established, conventional expression.
The agricultural university’s humic acid isn’t red—this is simply intolerable!

Only when the tide goes out do you discover who’s been swimming naked. This nationwide epidemic has stripped agribusinesses down to their bare essentials.
We’ve observed that, amid the pandemic, many companies have lost touch with consumers and, in a state of anxiety, are scrambling to make up for the erosion of their brand equity.
Meanwhile, Nongda has firmly established itself in consumers’ minds; its next step is to go all out and forge ahead with determination.
Today’s success at the Agricultural University is the result of yesterday’s hard work and steady progress.
At China Agricultural University, there isn’t a single day that doesn’t focus on one thing—humic acid—and not a single day that doesn’t emphasize one mission—winning the battle of minds.
It’s pretty simple, isn’t it? I wonder if you can learn it.

Daily sales of Ha fertilizer reach four thousand tons; I would gladly remain a lifelong farmer.
And now, let’s turn to our agricultural science report—sales are strong, and so is the passion.