Project background:

Ammonium polyphosphate is a non-halogen flame retardant with excellent performance and an excellent fertilizer variety, which is widely used in flame retardant, fire prevention and agricultural fields. With the development of global flame retardants towards halogen-free direction, intumescent flame retardants with ammonium polyphosphate as the main raw material have become a hot spot in the industry, especially the high demand for II-type ammonium polyphosphate with high polymerization. In 2018, the global production capacity of ammonium polyphosphate for flame retardants was about 310000 tons. At present, my country is the world's largest phosphate fertilizer consumer. The annual consumption of phosphate fertilizer reaches about 8.5 million tons, accounting for about 30% of the total global phosphate fertilizer demand. As a kind of phosphate fertilizer, ammonium polyphosphate has a high market demand.

Customer pain points:

The customer is a professional manufacturer of ammonium polyphosphate, the main product is II-type ammonium polyphosphate, and the main market is domestic. The main problems faced by customers are as follows:

The market competition is fierce, the homogenization phenomenon is serious, the product price drops, the profit margin shrinks.

Market demand fluctuates greatly, affected by seasons, policies, environmental protection and other factors, orders are unstable and inventory pressure is high.

Insufficient market development capabilities, lack of effective marketing strategies, low brand awareness, and low customer loyalty.

Insufficient market information and lack of in-depth understanding of market size, trends, competitors, customer needs, etc., make it difficult to formulate a reasonable market strategy.

Project purpose:

In September 2023, the client commissioned Shangpu Consulting to conduct market research and competitive strategy consulting projects in the ammonium polyphosphate industry, aiming to provide the following services to the client through professional market research methods:

Investigate the development status, trends, opportunities and challenges of the ammonium polyphosphate industry, and evaluate the competitiveness and advantages of customers in the industry.

Identify the main customer groups in the ammonium phosphate industry, investigate customer needs, pain points, preferences and behaviors, and establish customer profiles.

Study the main competitors in the ammonium polyphosphate industry, investigate the competitors' products, prices, channels, promotion and other strategies, and find out the advantages and disadvantages of competitors.

Put forward suggestions for customer's market positioning, target market, differentiated products, price strategy, channel strategy, marketing strategy, etc., to help customers increase market share, increase customer satisfaction, and improve brand influence.

Research object:

The research objects of this project include the following categories:

Industry experts: including research institutions, associations, media, etc. of the ammonium polyphosphate industry, through telephone interviews, online questionnaires, etc., to understand the development status, trends, opportunities and challenges of the industry, as well as industry policies, standards, technology and other information.

Customers: including downstream users of ammonium polyphosphate, mainly flame retardant manufacturers and agricultural production enterprises, through telephone interviews, on-site interviews, online questionnaires, etc., to understand customer needs, pain points, preferences and behaviors, as well as information on the evaluation, selection and use of ammonium polyphosphate products.

Competitors: including major manufacturers of ammonium polyphosphate, through database queries, industry reports, etc., to understand competitors' products, prices, channels, promotion and other strategies, as well as competitors' strengths and weaknesses.

Project Content:

The main contents of this project include the following aspects:

Ammonium polyphosphate industry status: the classification of ammonium polyphosphate, nature, use and other basic information, as well as ammonium polyphosphate production process, production equipment, production costs and other technical information.

Ammonium polyphosphate industry research: research the development history, development status, development trends, development drivers, development constraints and other aspects of the ammonium polyphosphate industry, as well as the impact of policies, standards, technology and other aspects of the ammonium polyphosphate industry.

Ammonium polyphosphate market research: research the scale, structure, distribution, demand, supply, price, import and export of ammonium polyphosphate market, as well as the opportunities and challenges of ammonium polyphosphate market.

Ammonium Polyphosphate Customer Research: Investigate the main customer groups of ammonium polyphosphate, including the number, characteristics, needs, pain points, preferences and behaviors of customers, as well as customer evaluation, selection, use, etc., to establish customer portraits.

Ammonium polyphosphate competition research: research the main competitors of ammonium polyphosphate, including the number of competitors, scale, products, prices, channels, promotion and other strategies, as well as the strengths and weaknesses of competitors, to establish a competitive map.

聚磷酸铵竞争策略建议：根据客户的实际情况，提出针对客户的市场定位、目标市场、差异化产品、价格策略、渠道策略、营销策略等建议，帮助客户提升市场份额、增加客户满意度、提高品牌影响力。

Project Value:

The value of this project is mainly reflected in the following aspects:

It provides customers with comprehensive, in-depth and accurate information on the ammonium polyphosphate industry and market, helps customers understand the development status, trends, opportunities and challenges of the industry, and provides strong support for customers' decision-making.

It provides customers with objective, detailed and professional research on ammonium polyphosphate customers and competitors, helps customers understand customers' needs, pain points, preferences and behaviors, as well as competitors' products, prices, channels, promotion and other strategies, and provides a clear understanding of customers' competitive advantages and disadvantages.

It provides customers with suggestions on market positioning, target market, differentiated products, price strategy, channel strategy, marketing strategy, etc., to help customers formulate reasonable market strategy, increase market share, increase customer satisfaction and improve brand influence.

To provide customers with professional project reports, project reports, project training and other services to help customers effectively implement and implement project recommendations to ensure the quality and effectiveness of the project.