Breaking through industry chain, MAP is shaping a new ecology of China's agricultural services

On March 21, 2021, as approved by the State Council, Sinochem Holdings was founded, which was officially declared on May 8. Sinochem Holdings employs 220,000 staffs worldwide and possesses consolidated assets of $1.4 trillion, of which, the life science portion consists of Syngenta Group, which was founded on January 5, 2020, consolidating the agrochemical business of Sinochem and ChemChina. Syngenta Group has 4 business units - Syngenta Plant Protection; Syngenta Seed; ADAMA Global; The last is a new business beyond conventional business, which is Syngenta Group China.

With the re-adjustment of Sinochem Holdings' business sector, a new ecology of China's agricultural services is taking shape. During 2021 China Pesticide Exporting Workshop (CPEW), Dai Ketao, Director of Food Industry Supply Chain at Syngenta Group China MAP gave a presentation to introduce the new business mode of Syngenta’s MAP. If you want to know detail about how this platform works, please click to watch the presentation video.

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MAP is an innovative business unit, which means Modern Agricultural Platform; It is also a map or a route to Chinese modern agriculture. MAP is positioned to serve the whole industry chain and to link professional growers, via online and offline platforms. The goal is to enhance value chain, break through industry chain, get through data chain, to eventually provide quality product to consumers; MAP provides growers with chances of selling at fair prices; MAP builds up a big data pool for industry chain.

The MAP serves 2 kinds of customers. One is the growers of above certain scale; The other is the processing enterprises and consumers. Through customized and specialized planting, Syngenta provide high-quality farm products wanted by consumers. 

MAP work on 3 chains:

1)Breaking through the industry chain, focusing on consumption upgrading and quality upgrading. It focuses on downstream processing and fulfillment of consumer demand; redefine quality standards; engage a traceability system; sell quality products at higher prices.

2)Improving value chain. Syngenta build regional MAP agrotechnical service centers in major locations, targeting at providing accurate service to farmers. So far, 413 MAP outlets have been established nationwide. MAP integrate resources upstream to increase yield and quality, as being purchase order-based, according to the specific needs of downstream enterprises. 

3)Getting through data chain. Syngenta has developed its own system, which is of following functions: GIS remote sensing, 0.5 – 10m variable; Agrometeorology; Precision planting. It has 2 brands – MAP Zhinong and MAP Huinong, with 1.46 million online registered users covering 148 million mu of farmland. This is the largest CRM system nationwide. This is a superior platform, having accumulated substantial number of online flows – 1.46 million growers and 148 million mu of online coverage of farmland. We have obtained all kinds of data encompassing pre-production, in-production and post-production. We have deployed a latest information system, covering agricultural materials, cropland information, user information as well as warehousing, logistics, product traceability information.

If you have more questions regarding MAP, please leave the question under the presentation video page and interact with the expert Dai Ketao.