Exploring the Jiaodong Fertilizer Market under Price Depression in Peak Season

Shandong Province's central and eastern Shandong Province is an economically and culturally developed area and an important economic crop production area, such as vegetables in Weifang, apples in Yantai Qixia, and pears in Laiyang in Qingdao. In the current chaos of the fertilizer market, how is the use of fertilizer by farmers in the region? What do you think of a distributor? With these doubts, the author went to Yantai, Qingdao, Weifang, and other regions, and went to the township dealers and rural farmers to visit the market.

An agricultural resource store in Zhangqiu City, Jinan This is a township-level distributor that deals in fertilizers, seeds, and pesticides. The store’s chemical fertilizers are dominated by compound fertilizers and new slow-release fertilizers. Each year, the company sells more than 500 tons of compound fertilizers. The main brands are Sacofox, Red Sunkang, Mingquan, etc. About tons. From the perspective of the size of township dealers, the rich people's agricultural resources are relatively large distributors. Due to the serious decline in profits of urea and the operational decline in the prices of urea in recent years, they no longer operate profitable urea products and instead operate new fertilizers that can bring profits and room for growth. In the choice of brands, they value the rebates paid by manufacturers. It can be said that "product profit" is the first indicator of their brand choices, followed by manufacturers and brand awareness. When peasants enter the store to purchase fertilizer, the clerk’s publicity and promotion play a major role in guiding their final purchase.

The agricultural material distribution shop of a land hospital in Changzhou, Weifang, believes that in the current overall market conditions where supply exceeds demand, new fertilizers and traditional fertilizer companies have realized that service has a huge influence in product sales, and service marketing. It will be the "golden key" for enterprises to break the ice in the market and realize the contrarian growth of the company. They guide farmers to use fertilizers scientifically and rationally, break the unspoken rules of selling fertilizers in the form of “expert lectures”, and reduce the commercial nature of the lectures, making the lectures more accessible, easily accepted by farmers, and conducive to the promotion and dissemination of scientific fertilization.

Yantai Qixia In Qixia, known as the "First Apple City of China," and the "Capital of China's Apple," Apple's use of fertilizers has naturally become the top priority for all levels of fertilizer distributors. Qixia's Yangchu, Guanli and Snake Park are the three largest apple growing areas in the area. In apple fertilizers, local people favor compound fertilizers and organic fertilizers. Generally, three compound fertilizers with a content of 15 or high potassium are used, and they are used after 1:1 blending with organic fertilizers. New products such as blended fertilizer and slow-release fertilizer with the same content are not recognized by the local people. The reason is that the price is high and the fertilizer effect is slow. People cannot see their unique effects. The concept of slow release has not been promoted in the real sense in this area. If manufacturers increase the promotion and promotion, slow-release fertilizers can still be promoted. Come. For example, the manager of the snake mooring agent Meisheng Compound Fertilizer said that the snake moored in the US 18-12-18 content of compound fertilizer sold 170 yuan / bag, 15-10-20 content of the sale of 155 yuan / bag, a total of 500 tons sold last year Around the same time, due to the meticulous support of manufacturers, the managers are confident that they will do better than they did last year.

Qingdao Jimo Jimo is mainly planted with greenhouse vegetables and fruit trees. The use of fertilizer for fruit trees is similar to that of Qixia, which is basically compound fertilizer with organic fertilizer. The compound fertilizer is basically not recognized, and the concept of controlled-release fertilizer has not been recognized in particular. In fertilizers used in greenhouses, according to a local township-level dealer, Liu introduced the main use of liquid fertilization and fertilizer, very few greenhouses with compound fertilizer. Especially in recent years, due to the country’s increasing emphasis on “agriculture, countryside and farmers”, implementation of various preferential policies for benefiting farmers, and low input and high output of greenhouse construction, the number of local farmers growing greenhouses has gradually increased, directly driving the fertigation market. Manager Liu believes that with the gradual deepening of the country’s economic restructuring, the trend of greenhouse cultivation as an adjustment of agricultural structure is becoming more and more obvious. Fertilization and fertilizer application will inevitably become a direction for the future development of the fertilizer industry.

In Weifang, Shandong, Jimo, Qingdao and other places, most people use greenhouses to produce anti-season fruits and vegetables to earn a seasonal price difference. Since crops grown in greenhouses require available fertilizers, sales of water-soluble and quick-acting fertilizers such as fertilization and ammonium bicarbonate in the above areas are considerable. Quick-acting fertilizer refers to fertilizers that are decomposed quickly, absorbed quickly by plants, and have quick effects, such as ammonium sulfate, fertilizing fruits and vegetables, ammonium bicarbonate, and the like.

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