May 10, 2025 is the ninth China Brand Day. Brand not only represents the quality and reputation of the product, but also carries the mission and development vision of the enterprise. At the moment when Chinese brands are accelerating their development, agricultural input brands, as an important support for agricultural modernization, are being given a higher mission.

  As a leading enterprise in China's phosphorus compound fertilizer industry, Xinyangfeng Agricultural Technology Co., Ltd. is using bags of high-quality products, digital solutions, and deepening services to put the value of the brand into the fields, embed it into the hearts of farmers, and push it to a broader market.

  From manufacturing to "intelligent manufacturing": The quality leap of a bag of fertilizer

  In the process of moving towards "intelligent manufacturing", Xinyangfeng has always placed technology research and development at the core and continuously improved the "intelligent manufacturing" content of its products. Up to now, the company has undertaken more than 20 major national and provincial scientific research projects and projects, including the "14th Five-Year Plan" National Key R&D Plan, and has carried out scientific research around the directions of "green slow-release fertilizers, improvement of yellow sand soil along the yellow sand, and prevention and control of agricultural non-point source pollution". It has also cooperated with domestic and foreign universities and research institutions to promote the industrial transformation of a number of new fertilizer achievements and continuously improve the scientific and technological content and quality of products.

Xinyangfeng R&D personnel are in exchange for work

  Not only that, Xinyangfeng is also actively promoting the transformation and upgrading from mechanization and automation to digitalization and intelligence, and continues to carry out systematic transformation in all process links of fertilizer production. For example, the implementation of the "Electric Locomotive Unmanned Driving Project" of Leibobagu Mine in Sichuan not only improves the operating efficiency of the mine, but also represents Xinyangfeng's intelligent exploration in the field of phosphorus resource mining. At the same time, the company also promoted the automated loading project in the potassium sulfate composite fertilizer factory, introduced the world's leading intelligent systems in the new synthetic ammonia factory, carried out digital pilot projects, and gradually built an intelligent manufacturing system with Xinyangfeng's characteristics, becoming a demonstration model for the transformation of "manufacturing" to "intelligent manufacturing".

Central control room of Xinyangfeng New Synthetic Ammonia Factory

  In Xinyangfeng's view, behind each bag of fertilizer, there is both the support of standardized and intelligent process systems, and it also embodies crop data and R&D results from the front line of the field. Promoting high-quality manufacturing with technological innovation and supporting high-quality products with intelligent manufacturing is the starting point of the company's brand building and the foundation for leading the development of the industry.

  From products to solutions: a systematic set of crop nutrition services

  In the process of modern agriculture moving towards high-quality development, agricultural input enterprises are transforming from traditional product manufacturers to providers of comprehensive service services in the planting industry. In order to adapt to this trend, the company has built a modern agricultural technology service model covering the entire growth cycle of crops, formed a "technical service pyramid system", and tailored nutritional formulas for different regions and different crops.

Xinyangfeng agronomists are providing technical guidance to farmers in the fields

  Xinyangfeng continues to implement the innovative model of "3+1" team operations, namely 3 product promotion personnel and 1 agricultural service personnel, which has enabled the company to successfully transform from simple product marketing to "technology + service" marketing. Now the "3+1" marketing service model has been highly recognized by the majority of users of the planting terminal.

  Relying on the long-term accumulated soil data and crop models, in 2024, the company conducted 10,969 technical training and demonstration observation meetings throughout the year; more than 600 high-standard demonstration fields and more than 10,000 market promotion and experimental demonstration fields were newly built; nearly 3,258 soil test and formula fertilization reports were formed throughout the year, and more than 2,000 crop nutrition solutions were formulated. Build an agricultural service network that complements "product + service" and provides farmers with full-chain services including crop diagnosis, formula recommendation, technical training, experimental demonstration, demonstration observation and other services.

  This service model has formed a demonstration and promotion effect in many places across the country, not only helping farmers improve crop yield and quality, but also promoting the implementation of the concept of green and efficient fertilization, becoming an important reflection of Xinyangfeng's brand power.

  From "Small Local Factory" to the World Stage: A World Path for Brands

  As an agricultural input enterprise with decades of development foundation, Xinyangfeng relies on the advantages of an integrated industrial chain to lay out 12 modern production bases across the country. It currently has a production capacity of more than 10 million tons/year for various high-concentration phosphorus compound fertilizers, an annual production capacity of 1.85 million tons/year for monoammonium phosphate, and a supporting production of 300,000 tons/year for synthetic ammonia and 4.12 million tons/year for sulfuric acid.

  Facing the domestic market, Xinyangfeng has continuously consolidated its foundation and built a service network covering 31 provinces, cities and autonomous regions across the country based on high-quality products, stable channels, efficient supply systems and innovative service models. As a leading company in the compound fertilizer industry, Xinyangfeng compound fertilizer production and sales ranked first in the country for many years, with compound fertilizer sales reaching 4.3571 million tons in 2024; monoammonium phosphate production and sales ranked among the top three in the country for many years, and brand influence continued to rise.

  The development of brand power is not only local layout, but also reflected in the expansion and optimization of overseas markets. In recent years, Xinyangfeng has accelerated global market development and joined hands with internationally renowned special fertilizer companies such as Germany's Kangpu experts, the United States Brandt, and the Netherlands' Yipurun. Through deepening cooperation in technology, products, services, etc., it has formed a synergistic effect at the level of resource complementarity and brand win-win. At present, Xinyangfeng's export products have covered nearly 40 countries and regions around the world, and an international product system with efficient compound fertilizers, water-soluble fertilizers, and functional products as the core.

  The power of a brand comes from the responsibility of farmers, understanding of the land, and exploration of the future. Xinyangfeng's brand is never shaped by packaging, but takes root in every crop quality improvement, every field service, and every step of solid development.

  In the future, Xinyangfeng will continue to take the corporate mission of "taking phosphorus as the basis to benefit all directions, and fertile agriculture and agriculture will reap the world" as the starting point and end point, and continuously consolidate the professional value and social value of the brand. With a more open attitude, more advanced technology and more in-depth service, it will make the fields more abundant, farmers have the confidence, and let the world see the power of "Chinese fertilizer".

[Editor in charge: Han Pan]