ZHONGCANG Group Hosts D3 Agricultural Input Positioning Training Camp in Hebei, China

Theme: Build a Clear Brand Positioning, Compete Through Market Specialization

On September 16–17, the “ZHONGCANG Cup” D3 Agricultural Input Positioning Training Camp was held in Shijiazhuang, Hebei Province, China, under the theme “Build a Clear Brand Positioning, Compete Through Market Specialization.”

The event brought together representatives from agricultural industry associations, business leaders, specialty fertilizer marketing professionals, and experienced industry practitioners. Discussions focused on agricultural input brand positioning, product development, specialty fertilizer marketing, and the implementation of new retail models.

The training camp provided a platform for agricultural input companies, distribution channel professionals, and agricultural retailers from across China to exchange ideas and explore approaches to business development in a changing market.

ZHONGCANG Group Chairman Shares Insights on Industry Trends

Zhao Hongwei, Secretary-General of the Hebei Phosphate and Compound Fertilizer Association and Chairman of ZHONGCANG Group, attended the opening ceremony and delivered a keynote address.

Drawing on perspectives from both industry associations and business operations, he discussed four trends shaping agricultural development: rural revitalization, improved fertilizer use efficiency, farmland consolidation and transfer, and digital agriculture.

He also addressed common challenges facing agricultural input businesses, including price competition, narrowing profit margins, declining customer acquisition efficiency, insufficient agricultural technical services, and the need for stronger brand development.

In his analysis, the agricultural input market is increasingly shifting from expansion-driven growth toward more intensive competition for existing customers and market share. Under these conditions, product price differences alone may be insufficient to support long-term business development. Brand positioning, customer service, and digital distribution channels are becoming increasingly important considerations.

Zhao also discussed the potential role of digital agricultural input distribution networks, including the “agricultural input cloud-based chain store” model, in connecting suppliers, distributors, retailers, and growers.

Drawing on ZHONGCANG Group’s business experience, he explained the relationship between corporate positioning and brand positioning. The group's development philosophy emphasizes green agriculture, ecological development, and resource recycling, while differentiated brand positioning helps communicate product characteristics and value to target customers.

The training camp was designed to encourage industry dialogue, share practical business experience, and explore approaches to market segmentation and brand development.

Exploring ZHONGCANG Group’s Integrated Agricultural Business

On September 17, participants visited ZHONGCANG Group’s headquarters to learn about its business operations and integrated agricultural industry chain.

The visit included the group exhibition hall, fertilizer production workshops, Jinnianzi Food, Hongwei Cooperative, and Zenong E-commerce.

ZHONGCANG Group operates across several connected areas, including fertilizer research and manufacturing, agricultural technical services, crop cultivation, food processing, e-commerce, import and export, and logistics. Its business model connects agricultural inputs with cultivation services, downstream agricultural products, digital sales channels, and international trade.

This integrated structure enables different business units to coordinate their activities across multiple stages of agricultural production and distribution.

1. Fertilizer Manufacturing and Digital Production Management

During the factory tour, participants visited production lines for organic fertilizer, liquid fertilizer, water-soluble fertilizer, and organic-inorganic compound fertilizer.

The workshops use digital management systems to support production operations, including formulation preparation, raw material pretreatment, ingredient blending, and filling.

Software-based process management and networked information systems help coordinate production stages and maintain process records, supporting production consistency and quality management.

For fertilizer distributors, importers, and agricultural businesses, the visit provided an opportunity to learn about ZHONGCANG Group’s manufacturing operations and its range of fertilizer products.

2. Jinnianzi Food: Adding Value to Agricultural Products

Jinnianzi Food represents the group's downstream agricultural product processing business. Its product range includes stone-milled flour and mechanically pressed peanut oil.

According to the company, its stone-milled flour is produced using a low-temperature milling process intended to retain wheat germ and other grain components. Its peanut oil is produced through mechanical pressing rather than chemical solvent extraction.

By connecting agricultural production with food processing, this business segment illustrates how agricultural value chains can extend beyond the supply of farming inputs to include further processing and product distribution.

3. Zenong E-commerce: Digital Channels for Agricultural Products

At Zenong E-commerce, participants learned about the company's online agricultural product sales and e-commerce operations.

The business integrates agricultural products from Dingzhou and other parts of Hebei Province and develops online sales channels to connect regional agricultural producers with customers.

Zenong E-commerce also conducts e-commerce skills training to help participants develop practical digital business skills and explore flexible employment or entrepreneurship opportunities.

These activities form part of the group's broader approach to agricultural digitalization, rural talent development, and the online distribution of agricultural products.

4. Hongwei Cooperative: Connecting Fertilizer Products with Field Applications

The visit to Hongwei Cooperative focused on the group's cultivation services and their role in connecting fertilizer manufacturing with practical agricultural production.

The cooperative coordinates fertilizer products, integrated crop management and pest control services, and field management practices for use in agricultural production.

This “fertilizer + agricultural services” model links agricultural inputs with technical support and field-level implementation. Demonstration activities can also provide local growers with practical examples of standardized cultivation management.

By connecting product supply with agricultural services, the cooperative helps establish a closer relationship between fertilizer application, crop management, and the needs of growers.

Strengthening Industry Cooperation and Integrated Agricultural Development

The successful completion of the “ZHONGCANG Cup” D3 Agricultural Input Positioning Training Camp combined industry knowledge-sharing with an introduction to the group's business operations.

For participating agricultural businesses, the event offered opportunities to exchange views on brand positioning, market segmentation, product development, customer service, and digital distribution.

For ZHONGCANG Group, the event provided a platform to share its experience in connecting fertilizer manufacturing, agricultural services, cultivation, food processing, e-commerce, and international trade.

Looking ahead, ZHONGCANG Group will continue to develop its integrated agricultural business, explore product and operational improvements, and strengthen cooperation with industry partners.

Guided by its principles of innovation, cooperation, development, mutual benefit, and shared growth, the group aims to contribute to the continued development of the agricultural input sector and more resource-efficient agricultural practices.

Its corporate vision, “China’s Granary, Supporting Abundance Across China,” reflects its ongoing commitment to agriculture and food production.

About ZHONGCANG Group

ZHONGCANG Group is a China-based agricultural enterprise with business activities spanning fertilizer research and manufacturing, agricultural technical services, crop cultivation, food processing, e-commerce, import and export, and logistics.

Its fertilizer portfolio includes organic fertilizers, bio-organic fertilizers, water-soluble fertilizers, liquid fertilizers, organic-inorganic compound fertilizers, and other agricultural inputs.

By connecting manufacturing capabilities with cultivation services and agricultural product distribution, ZHONGCANG Group works to develop integrated business solutions for agricultural partners in China and international markets.