Bayer China launches ″Lingfeng″ program to support smallholder farmers toward a new era of harvest

Amid the global wave of agricultural development, Bayer Crop Science officially launched its ″Lingfeng″ program in China in October 2024. 

The implementation of this initiative marks a significant milestone for Bayer in the country. The initiative not only extends Bayer’s global efforts to China but also reflects the company’s proactive response to the advancements in China’s agriculture and its rural revitalization strategy. In China, the ″Lingfeng″ program envisions ″Leading Growth, Boosting Harvest″, aiming to provide comprehensive support to smallholder farmers through deep collaboration with key retailers, helping them achieve abundant yields.

The first batch of 50 Bayer Lingfeng Centers has been established across the nation. At the launching meeting for the ″Lingfeng″ program, AgroPages and other media outlets interviewed Yifan Li, Customer Enabling Team Lead of Bayer Crop Science Greater China, and Athena Xing, Go-to-Market Team Lead of Bayer Crop Science Greater China. They further discussed the profound significance and localized strategies of Bayer’s ″Lingfeng″ program in China, as well as the standards and plans for expanding the Lingfeng Centers.

Interviewees: Yifan Li, Customer Enabling Team Lead of Bayer Crop Science Greater China (left); 

Athena Xing, Go-to-Market Team Lead of Bayer Crop Science Greater China (right)

What successful experiences have Bayer’s smallholder farmer program achieved globally? How does Bayer utilize this program to promote sustainable local agriculture and provide tangible benefits to smallholder farmers?

Yifan Li: Globally, Bayer has set a series of sustainability targets, which includes supporting 100 million smallholder farmers by 2030 in low—and middle-income countries each year to enable them to produce enough quality food for themselves and others. This underscores Bayer’s dedication to sustainability at the corporate level.

Globally, Bayer continues its commitment to supporting smallholder farmers through a series of programs. Bayer has launched the smallholder farmer program early on in several countries across Asia and Africa, and we have already seen significant results. For example, in India, Lingfeng Centers have enabled chili farmers to triple their income, illustrating how our service model can significantly enhance the economic conditions of low-income smallholder farmers. This is at the core of our value proposition.

We achieve this target by integrating all the essential components of the agricultural production cycle, including seeds, agrochemical products, and access to downstream sales channels. China has the highest number of smallholder farmers in the world, exceeding the combined totals of those in India and Southeast Asian countries. We are proud to have successfully implemented our smallholder farmer program in China. We are committed to providing comprehensive services and support to smallholder farmers through this program, helping them realize real benefits and promote sustainable agricultural development.

What are the original intentions and vision behind Bayer’s decision to extend the smallholder farmer program to China? How do you view the market uniqueness and potential of this program in China compared to other countries?

Yifan Li: The purpose of the ″Lingfeng″ program is quite clear: to prioritize farmers as our core target group, focusing on enhancing their cultivation management skills to achieve higher yields with lower inputs. We recognize that for farmers, the input-output ratio is a critical factor. However, it’s important to note that increasing inputs does not always guarantee higher outputs or income. Therefore, our goal is to effectively reach and support end-users through Lingfeng Centers, providing substantial assistance to smallholder farmers, regardless of the crops they cultivate, so that they can realize significant gains.

We firmly believe that Bayer offers a unique value proposition and distinct advantages in this collaborative model. From seed selection to the integration of agronomic practices and nutritional solutions, we are continuously exploring and refining our product offerings to meet farmers' specific needs.

When introducing the ″Lingfeng″ program to China, our first challenge was addressing a fundamental question: The agricultural environment in China is markedly different from that of other smallholder farmer markets. In India, for instance, Bayer may encounter farmers who have never used agrochemicals before. By establishing Lingfeng Centers, we can guide and empower them. However, Chinese farmers generally have some of the highest farming and irrigation levels in Asia and even globally. As a result, we decided to use retail stores as crucial points for empowerment. Through these retail outlets, we aim to forge stronger connections with partners across the industry chain. We plan to collaborate with these partners to promote product solutions and development concepts that are specifically tailored to local crops and common cultivation challenges. This approach will enhance the capabilities of individual retail stores and, through our entire network, support sustainable development in the agricultural industry chain as a whole.

China’s agriculture is geographically vast and exhibits a multi-layered production system. How do the services and products offered by the ″Lingfeng″ program address the diverse needs of smallholder farmers across different regions of China?

Athena Xing: Currently, our services encompass a wide range of areas, including Bayer’s core proprietary crop protection products. We also plan to integrate agricultural production materials further to provide our retailers with more crop solutions, enhancing their cultivation management capabilities and ultimately improving their business operations. At the same time, we are actively building a service ecosystem. We are exploring ways to better assist farmers in overcoming funding shortages through Lingfeng Centers, ensuring they can carry out essential agricultural production. Additionally, we are looking into how to leverage support from the downstream supply chain to boost farmers’ yields and improve product prices. This series of developments within our service ecosystem will be tailored to the unique characteristics of different regions in China and will be implemented gradually.

We fully recognize that China is vast and resource-rich, meaning that a one-size-fits-all solution may not be effective everywhere. Bayer’s approach is to offer flexible, tailored service units, including product selection and service options, to accommodate the varying levels of development and specific characteristics of different regions. For instance, we provide customized crop nutrition solutions based on the distinct nutrient requirements of various crops, as well as localized upgrades designed to fit regional needs.

Each of our most minor service units can be effectively combined like building blocks to meet various market demands and cater to the unique needs of Lingfeng Center owners. This flexible, modular service approach allows us to provide tailored solutions for farmers across different regions, achieving genuine local adaptation.

How do the agricultural solutions that Bayer has introduced and implemented for smallholder farmers under the ″Lingfeng″ program align with and contribute to the overall process of agricultural modernization in China?

Athena Xing: China is a typical agricultural country with a large population of smallholder farmers. In recent years, with accelerated land transfers and advancements in high-standard farmland construction, China’s agricultural infrastructure has been significantly improved, laying a solid foundation for enhancing agricultural productivity and efficiency. In this context, we have introduced a range of digital tools and agricultural technology management solutions to better support farmers in their planting and management practices.

In response to China's aging rural population and labor shortages, and by leveraging the country’s global leadership in drone research, development, and utilization, we have launched a one-stop drone application service (DronePlus). This service not only requires support from the national government for high-standard farmland construction but also needs to adapt to farmers' growing expectations regarding service quality and standards.

Japan has already implemented a complete digital system for field management that includes weed identification, diagnosis, and precise application. This system relies on satellite data, mechanized biometric technology, AI simulation results, and field spraying and drip irrigation infrastructure. We believe that China will gradually adopt similar models in the future to tackle farmers’ planting and management challenges.

In this process, Bayer, as a connector, can effectively bridge cutting-edge technologies with industry needs through forward-looking discussions and collaborative R&D investments with partners across the supply chain. By working closely with channel partners, we gain valuable insights into local changes and user requirements. Through the promotion of the ″Lingfeng″ program, we aim to provide more effective modern agricultural solutions tailored to the Chinese market.

Based on the current implementation status, how have the retailers and farmers responded to the ″Lingfeng″ program? Could you share any specific results or positive feedback?

Athena Xing: This year marks the inaugural year of the ″Lingfeng″ program in China, and we have successfully established 50 Lingfeng Centers. To evaluate the satisfaction and effectiveness, we conducted a survey and measured it using the NPS (Net Promoter Score). We achieved a score of 76%, which is significantly higher than the typical 30% seen in B2B or B2C industries. This indicates that Lingfeng Center owners and farmers are very satisfied with our services this year.

Our success can be highlighted in three key areas: First, we have enhanced the brand image of Lingfeng Centers, which has helped attract more customers. Second, we have collaborated closely with Lingfeng Center owners and farmers to leverage Bayer’s technologies to create customized solutions tailored to local crops, thus strengthening service cycles and building brand trust. Third, we are continuously improving our brand strength and service capabilities in the smallholder farmer market and optimizing the profitability of Lingfeng Centers, with the aim of providing a high-quality service experience and promoting sustainable agricultural development.

What are Bayer’s expansion expectations for the ″Lingfeng″ program? Specifically, what are the strategic plans for increasing the number of Lingfeng Centers and the size of individual centers and enhancing service capabilities?

Yifan Li: Lingfeng Centers currently represent a small segment of China's vast retail landscape, but each one has been carefully selected as the top performer in its respective market. Each Lingfeng Center's sales volume is significant, showcasing its excellent performance in targeted areas.

Within Bayer’s framework, we can serve and understand the needs of tens of thousands of retail stores. Our strategy is to continuously optimize our partnerships. While Lingfeng Centers presently account for a minor share of the overall market, we plan to increase the number of our partners in the coming years and enhance the level of service and empowerment we provide to them.

Bayer Crop Science has a wealth of unique resources in the plant protection market, which will be invested in Lingfeng Centers. We aim to cultivate more high-quality partners who can play a pivotal role in tackling the real challenges facing agriculture in China, particularly for smallholder farmers.

In the selection process for Lingfeng Centers to participate in the ″Lingfeng″ program, what capabilities and qualities does Bayer prioritize? How does Bayer assess and determine whether these stores meet these criteria?

Athena Xing: Our selection process for Lingfeng Centers utilizes a matrix approach to identify partners who strongly desire future growth and personal development and who closely align with Bayer’s business philosophy. We don’t just focus on their current size; instead, we believe that through collaboration, we can outpace market competition and achieve remarkable growth in the industry. This principle serves as our primary criterion for selecting Lingfeng Centers and reflects our core intention.

Additionally, from a market perspective, we assess the attractiveness and effectiveness of the market, as well as the compatibility of our existing product range and personnel structure, to ensure a good fit. This strategy guarantees that the store owners we choose to participate in the ″Lingfeng″ program are well-equipped to effectively introduce Bayer’s products from the early stage and receive excellent support from our professionals.