ACECHEM: Concentrate on resistance solutions and organic farming to inspire end-users’ demand through technical and service innovation

Southeast Asia is gradually becoming known as a new engine of world economic growth, for its convenient regional advantage, excellent natural resources and climate conditions, stable agricultural foundations and increasingly open economies, and therefore attracts China's agrochemical companies. With years of marketing operations and experience accumulation, ACECHEM fully understands the deep-seated needs of markets and customers (especially end-users) seeking resistance solutions and organic farming. After hundreds of campaigns to visit different agrochemical organizations, including distributors, dealers, growers and agro-technical extension stations, ACECHEM has gradually formed corporate development pattern, entitled "Concentrate on resistance solutions and organic farming to inspire end-users' demand through technical and service innovation", and continuously sought a concrete way of operating by transferring China's crop protection practices and marketing experiences as a project package to the Southeast Asia market. Viet Nam has been appropriately selected as the first commissioning station.
 

As a leading traditional agricultural country in Southeast Asia, Viet Nam is also an important point on the "Maritime Silk Road", and located within ASEAN as the best springboard and most convenient access point for the entrance of China's products. Viet Nam's agricultural production value accounts for approximately 22 % of its Gross Domestic Product (GDP). Its main crops are rice, corn, rubber, vegetables, fruit, and important crops, include tubers, coffee, cashew, sugar cane, beans, forest, peanut, tea, pepper, sesame, tobacco, flowers and others. The country's total agrochemical market value is approximately USD 1.3 billion in Viet Nam. However, disorganized market competition, homogeneous marketing strategy and differentiated application technology make the agrochemical business development more difficult to operate. Taking a 3-year business reframing and concentration, ACECHEM gradually worked out new sustainable business pattern through continuous practices and innovation.

Investigate from different channels to understand market and customer needs
 

ACECHEM entered the Viet Nam market in 2009. Relying on excellent marketing operations and accumulated channels from the very beginning, ACECHEM maintains long-term business interactions, information communication and technical discussion with local importing companies, agrochemical associations (such as VIPA - Viet Nam Pesticide Association, and HACAS - Ha Noi Agricultural Association), Viet Nam's Customs, the Plant Protection Department (PPD) and relevant authorities. In-depth exchanges, with respect to supply and demand dynamics, product use technology and terms, quality control and improvement has progressed to orient corporate strategies and development. In view of market trends in China's supplies becoming more transparent and tightening up, vs Viet Nam's resistance risk speeding up, ACECHEM duly assigned sales, R&D, technical and service personnel to visit some of Viet Nam's significant distributors, dealers, farmers and agro-technical extension stations in rural and plantation areas from time to time.  It was crucial to understand Viet Nam's agricultural plantation dynamics and changes in agrochemical needs, and to approach end-users' real use experiences and listen to feedback about current supplies, and to understand their appeal for upgrading the quality of products and their efficacy, as well as technical and service innovations.

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