Project background:

复合肥是指经过化学反应和（或）物理反应加工制成的含有作物主要营养元素氮、磷、钾两种或两种以上养分的肥料。复合肥通常由三大基础化肥原料 (氨肥、磷肥、钾肥)加工制成。复合肥具有养分平衡、施用方便、效果显著等优点，是农业生产中广泛使用的一种化肥。

中国是世界上最大的复合肥生产和消费国，2021年我国农用复合肥施用折纯量为2294.04Ten thousand tons, year-on-year growth3.29%. With the country's new requirements for grain production, the weakening of preferential policy support for the fertilizer industry, and the successive introduction of environmental protection policies, enterprises with high production costs, backward technology, and serious pollution will be eliminated, and it will be inevitable for enterprises to develop on a large scale. At the same time, with the advancement of agricultural modernization, large-scale planting puts forward higher requirements for the quality of chemical fertilizer products, supply capacity and supporting agrochemical services. Enterprises with good quality, good brand and large scale are expected to further increase their market share, and the concentration of production capacity will be higher and higher.

Our customer is a well-known domestic compound fertilizer manufacturer, mainly producing high-concentration phosphorus compound fertilizer and water-soluble compound fertilizer, with an annual production capacity of about50010,000 tons, with a market share of approximately5%. Customers want to further expand market share, enhance brand influence and enhance competitiveness.

Customer pain points:

客户面临以下几个方面的问题和挑战：

-The market competition is fierce, traditional compound fertilizer production capacity is excessive, and the number of compound fertilizer projects under construction and proposed is increasing.

-The market demand is diversified, and consumers have higher requirements for product quality, effect, and environmental protection.

-Market supervision has become stricter, policies and regulations have been continuously updated, and there are higher requirements for product standards, safety, and quality traceability.

-The market is changing rapidly, and new compound fertilizers, such as slow and controlled release fertilizers, nitro compound fertilizers, microbial fertilizers, etc., are emerging, impacting and challenging traditional compound fertilizers.

Project purpose:

本项目旨在为客户提供以下方面的咨询服务：

-Analyze the development status, trends, opportunities and challenges of China's compound fertilizer industry.

- 评估客户在中国复合肥行业的竞争力、优势和劣势。

- 提出客户在中国复合肥行业的市场进入策略、目标市场选择、产品定位、渠道建设、营销推广等方面的建议和方案。

-Predict the market entry effect, benefits and risks of customers in China's compound fertilizer industry.

Research object:

The research objects of this project include the following categories:

-The main production enterprises in the compound fertilizer industry, including leading enterprises and small and medium-sized enterprises at home and abroad, understand their product structure, production scale, market share, development strategy, etc.

-The upstream and downstream enterprises in the compound fertilizer industry, including raw material suppliers, logistics service providers, distributors, terminal retailers, etc., understand their impact and demand on the compound fertilizer industry.

- 复合肥行业的相关政府部门、行业协会、专家学者等，了解其对复合肥行业的政策制定、标准制订、监管执行等方面的意见和建议。

-Consumer groups in the compound fertilizer industry, including farmers in different regions, different crops, and different sizes, understand their use of compound fertilizer products, demand characteristics, purchase behavior, and satisfaction.

Project Content:

The main contents of this project include the following aspects:

-Market analysis: Analyze the scale, structure, growth rate, regional distribution and segmentation of China's compound fertilizer market, and evaluate the attractiveness and potential of the market.

-Competitive analysis: Analyze the competitive landscape of China's compound fertilizer market, identify major competitors and their product characteristics, strengths and weaknesses, strategic initiatives, etc., and assess the threats and opportunities of competitors.

-Customer analysis: analyze the current situation of customers in China's compound fertilizer market, including product structure, production scale, market share, brand image, etc., and evaluate the competitiveness and differentiation advantages of customers.

- 目标市场选择：根据客户的资源条件和发展目标，结合市场分析和竞争分析的结果，选择适合客户进入的目标市场，包括地域市场和细分市场，并给出选择依据和理由。

- 产品定位：根据目标市场的特点和需求，确定客户进入目标市场的产品定位，包括产品类型、功能、质量、价格等方面，并给出定位依据和理由。

-Channel construction: According to the characteristics and needs of the target market, determine the channel construction strategy for customers to enter the target market, including channel type, level, coverage, etc., and give the basis and reason for construction.

-Marketing promotion: according to the characteristics and needs of the target market, determine the marketing promotion strategy for customers to enter the target market, including marketing objectives, information transmission, promotion methods, etc., and give the basis and reasons for promotion.

Project Value:

This project provides value to the customer in the following areas:

- 帮助客户全面了解中国复合肥行业的发展现状和趋势，把握行业机遇和挑战，提高战略决策水平。

- 帮助客户深入分析中国复合肥市场的竞争格局和消费者需求，识别客户的竞争优势和劣势，提高市场竞争力。

- 帮助客户科学选择中国复合肥市场的目标市场和产品定位，符合客户的资源条件和发展目标，提高市场占有率和品牌影响力。

- 帮助客户制定中国复合肥市场的渠道建设和营销推广策略，适应目标市场的特点和需求，提高产品销售量和利润率。

- 帮助客户预测中国复合肥市场的市场进入效果、收益和风险，为客户提供可行性分析和风险规避方案，提高项目成功率和投资回报率。