In early 2020, Nongda Fertilizer had limited brand recognition and zero market share in Jiangyan. The local fertilizer market was crowded with numerous brands, yet none stood out clearly—creating an urgent need for a breakthrough. With strong collaboration from the company’s sales team and its customers, Nongda Fertilizer chose this opportune moment to enter the Jiangyan market. Tapping into a previously untapped market presents both a challenge for marketers and boundless opportunities.
In 2020, the first year of development for the new Jiangyan market, more than a hundred major customers were onboarded, with annual sales reaching 724 tons.
In the first quarter of 2021, sales volume reached 1,013 tons.
Nongda Fertilizer is a household name, resounding throughout Jiangyan...
In just one short year, Nongda Fertilizer has grown from scratch to a production capacity of thousands of tons, and the Nongda brand has risen from obscurity to widespread recognition and universal acclaim. Market sales have continued to soar, and the company’s strength has advanced by leaps and bounds.
This outcome is truly gratifying, yet it is by no means without precedent. The successful development of the new market in Jiangyan has been made possible not only by the support of Nongda’s high‑quality products and services, but also by the close collaboration between the company’s outstanding team and its customers, as well as by a series of key initiatives.
Expand from a single point to cover the entire market, with customers flourishing everywhere.
Under the leadership of Meng Xiangyu, Director of the East China Regional Division, and with strategic planning by Miao Pan, Manager of the Southern Jiangsu Branch, Nongda Fertilizer has made its initial entry into the Jiangyan market, designating Jiangyan customer Zhou Xiuhong as a priority development account. Nongda’s business manager, Huang Dongxu, worked closely with Zhou Xiuhong, meticulously crafting a comprehensive plan and conducting on-site visits to gain in-depth insights into local market conditions, thereby laying a solid foundation for expanding into this new market. Buoyed by her strong confidence in Nongda fertilizers and fueled by unwavering enthusiasm, Zhou Xiuhong leveraged her extensive client network to drive broader outreach, rapidly growing the customer base from just over a dozen to nearly one hundred. This aggressive expansion swiftly opened the door to the Jiangyan market, significantly boosting brand awareness for Nongda.
The positive impact has led to a highly productive meeting.
During 2020, the Jiangyan market hosted more than 30 field‑visit events, conducted over 500 outreach campaigns, organized three large‑scale order‑placement meetings, and held countless roundtable discussions. Sales manager Huang Dongxu and customer Zhou Xiuhong leveraged performance‑driven demonstrations and communications to break into the market, letting concrete results and proven capabilities speak for themselves, thereby earning the trust and recognition of numerous growers.
“Gold cups and silver cups are nothing compared to the good reputation among the people”—when farmers are satisfied, sales naturally follow. Behind every highly successful conference lies countless days and nights of hard work and dedication. With staffing shortages at the Jiangyan new‑market branch, General Managers Huang and Zhou personally handled every detail, large or small: they conducted extensive on‑the‑ground visits with farmers beforehand, coordinated orders in advance, and prepared inventory well ahead of time. Working around the clock, seizing every minute, they demonstrated both the product’s effectiveness and their unwavering commitment to service—winning farmers’ trust and enthusiasm, which in turn fueled a wave of eager orders at the conference.
Launch ahead of schedule to seize the market opportunity.
Faced with an increasingly challenging fertilizer industry, the Jiangyan region proactively launched its marketing efforts, seizing the initiative and standing out in fierce competition. On August 30, 2020, it held a rice panicle‑fertilizer ordering conference and kicked off summer wheat base‑fertilizer orders; on October 20, it simultaneously launched both wheat base‑fertilizer and topdressing orders; and on December 30, it convened both wheat panicle‑fertilizer and rice base‑fertilizer ordering events, securing orders well ahead of schedule and capturing market share. By initiating these campaigns early and coordinating them seamlessly, the Jiangyan region swiftly seized the lead and won ground in the fertilizer market.
Products plus services—farmers truly benefit.
“High‑quality products plus exceptional service” is the strategic principle consistently upheld by Nongda Fertilizer, the East China regional leadership, the Jiangyan business manager, and the distributors. Backed by the company’s robust support, R&D and product upgrades underpin our marketing efforts. With strong backing from Nongda, Huang Dongxu has remained committed to the principles of “service first” and “customer orientation,” working closely with General Manager Zhou and fostering seamless collaboration between manufacturer and distributor. He visits large‑scale farmers in the fields, assesses crop conditions, and provides guidance on scientific cultivation and balanced fertilization; he also invites expert agrochemical specialists to conduct field training, addressing farmers’ practical challenges. Leveraging digital tools and cutting‑edge technology, he enhances service delivery, helps farmers estimate yields and implement sound management plans, and leads the way toward digitized, modern agricultural production.
Jack Ma once said, “When assessing whether a person or a company is truly outstanding, don’t focus on whether they graduated from Harvard, Oxford, Stanford, Peking University, or Tsinghua University, nor on how many Ivy League students they employ. Instead, look at whether these people work with relentless passion and whether they return home at the end of the day with a smile.” Zhou Xiuhong and Huang Dongxu of Jiangyan are precisely such individuals—members of a team that embodies this spirit. With strong support and guidance from the company and its leadership, business managers and distributors have aligned their efforts, collaborated for mutual success, and jointly opened up new markets in Jiangyan. We believe that as long as we put in the hard work, prioritize customer interests, and deliver exceptional service, we can, like the Jiangyan market, achieve robust sales growth and emerge as leaders in our industry.
