On March 20, 2023, the "New Platform, New Horizon″ Sino-Agri Leading International Rebranding Launch Event was held in Hangzhou, Zhejiang Province. More than 200 guests, including Zhou Puguo, Chairman of China Association of Pesticide Development & Application, Sun Shubao, Chairman of China Crop Protection Industry Association, Hao Yanling, Chairman of China National Agricultural Means of Production Group Co., Ltd, Jackson Wang, Vice President of Agricultural Solutions Greater China, BASF, David Liu, Executive Vice President of DA BEI NONG GROUP, Su Yi, Board Chairman and General Manager of Sino-Agri Leading Biosciences Co., Ltd, and other leaders, industry experts and partners at home and abroad attended the event to witness the rebranding of Sino-Agri Leading International.
Building on the Past - Sino-Agri Leading International Has Entered into a New Stage of Development
Sino-Agri Leading Biosciences Co., Ltd is a leading enterprise under the All-China Federation of Supply and Marketing Cooperatives (China CO-OP) specialized in distribution of crop protection products and is the only listed company in this field under China CO-OP. Since its establishment, thanks to the three strategies of " Green Sustainable Development, Technology R&D Oriented, Solution Service Supporting ", the company has maintained a strong momentum for development with a ever-growing product and service system, and has established a sales network and a "one-stop" crop protection supply platform at home and abroad. The annual revenue of Sino-Agri Leading for 2022 exceeded RMB 10 billion, making it a strong industry leader.
Adhering to the original aspiration of ″China origin, global vision″, Sino-Agri Leading set up the International Business Segment (″Sino-Agri Leading International″) in 2011 and started to explore global expansion. In 2014, Sino-Agri (Shanghai) Leading Biosciences Co., Ltd (hereinafter referred to as ″Sino-Agri Shanghai") was established in Shanghai. In 2019, in response to the increasing demand for quality crop protection products and professional services in overseas markets, Sino-Agri Leading joined hands with Nanjing Red Sun Co., Ltd to found a new platform company focused on building a cross-border supply chain for green crop protection products, which gave strong momentum to the development of Sino-Agri Leading International.
After more than a decade of development, Sino-Agri Leading International has gained a prominent competitive edge. In terms of products, it now has nearly 260 kinds of high-quality products under three major categories, including herbicides, fungicides and insecticides. The company has also formed an early market access advantage with nearly 1,500 pesticide product registrations approved worldwide. Moreover, Sino-Agri Leading International has established long-term partnership with more than 500 customers worldwide, with its products reaching over 90 countries and regions. Customer service wise, the company has built pesticide application R&D centers, pesticide processing and distribution bases and a technical service team for plant protection to provide its partners with services such as formulation R&D, quality control, distribution and processing, and technical promotion.
At present, with Sino-Agri Shanghai as the main operating entity, Sino-Agri Leading International has set up Sino-Agri Red Sun, and seven overseas subsidiaries in Argentina, Colombia, Ecuador, Peru, Dominican Republic, Singapore and Brazil. Over the past three years, Sino-Agri Leading International has made great strides forward with fast-growing exports, marking a new stage of development.
Rebranded Sino-Agri Leading International Shoulders the New Mission of the Industry
At the new starting point of 2023, after reflecting on its core competitiveness and development positioning, Sino-Agri Leading International decided to rebrand itself and unveiled the new brand concept of ″Agriculture for All″ and a new brand logo at the launch event, in order to better serve and integrate into a new development pattern whereby domestic and foreign markets can boost each other, with the domestic market as the mainstay.
Change is needed to prepare for the future. The new logo of Sino-Agri Leading International was inverted on the basis of the old one, each letter was added with rounded corners, and multi-dimensional elastic changes were made to the auxiliary graphics, conveying the overall concept of inclusiveness, openness and equality. The new logo is sending the message that Sino-Agri Leading International will meet the changes and challenges of the market with a more open mind, engage in dialogues with every partner based on equality and openness, and promote high-quality products and services to all corners of the world.
The concept ″Agriculture for All″ draws inspiration from the classic Chinese poem ″Peach Blossoms Beam - Songs Collected South of the Capital″ in ″The Book of Songs″, which literally means that the crops are growing well, and by extension, things are prosperous and promising. By incorporating the Chinese name of Sino-Agri Leading, the new brand concept of Sino-Agri Leading International aims to inherit the traditional Chinese farming civilization and carry on the company gene of ″service for agriculture″.
The company will go beyond the pursuit of commercial interests by from serving Chinese farmers to serving farmers around the world, and promoting the sustainable agriculture development in all regions of the world with balance of economy and environment for the present and the future always in mind. This is the original aspiration of the new brand vision of Sino-Agri Leading International. Guided by the new vision, the company will be bolder and more determined to be there for and serve more farmers around the world going forward.
Brand Concept: Agriculture for ALL
Brand Vision: To build a shared global future with inclusive agriculture
Brand Mission: Committed to being the facilitator of the global efforts in crop protection and the contributor of the industry advancement
The company is committed to serving China, its partners, and the world. Sino-Agri Leading International advocates dialogue, coexistence featuring diversity, supporting and empowering the development of small and medium-sized enterprises, and maintaining the vitality of the industry. At the national level, the company shoulders the responsibility of building a shared global future with inclusive agriculture; at the industry level, it extends the company gene of ″service for agriculture″ to the international market; at the business level, it establishes long-term win-win partnerships along the supply chain.
While staying true to its original aspiration is necessary, the company also has a duty to move forward with a new brand. The rebranding means that Sino-Agri Leading International has a broader global vision and will take up the new mission of the industry to be the the facilitator of the global efforts in crop protection and the contributor of the industry advancement.
Creating a Win-Win Situation - Sino-Agri Leading International Aims to Build a Value-Added Ecosystem
The repercussions of energy and food crises caused by regional political and military conflicts around the world are still felt today, and China has entered a period of development in which strategic opportunities, risks, and challenges are concurrent and uncertainties and unforseen factors are rising. Sino-Agri Leading International will take advantage of all aspects to integrate products, capital, technology, channels, brands and other resources to provide more and more valuable services for upstream and downstream partners along the supply chain and give full play to its role as a bridge connecting domestic and international markets.
On the supply side, Sino-Agri Leading International will strengthen the cooperation with leading commodity manufacturers, innovative manufacturers, preparation R&D and processing and packaging enterprises, and leading enterprises on the industrial chain, improve the supplier sourcing, evaluation, audit, and risk control management system, further optimize product supply, and improve the resilience and safety of the supply chain. Secondly, the company will broaden the depth and breadth of cooperation with channel partners, and provide professional plant protection technical services, comprehensive planting services, and famous and excellent agricultural products creation services in addition to providing high-quality crop protection products.
On the market side, Sino-Agri Leading International will put in more resources to expand the global sales network, continue to strengthen the strategic partnership with enterprise customers, help domestic innovative producers to expand international sales channels, and promote China's new compounds in overseas markets. At the same time, the company will explore the innovative mode of sales and technical services for independent brands.
Long as the journey is, we will reach our destination if we stay the course. Sino-Agri Leading International will actively implement the new brand concept, improve service quality, establish a community with partners, help partners lock in procurement and sales costs, establish more stable and efficient supply and sales channels, be more responsive to market demand, and work together to build a shared global future with inclusive agriculture and promote sustainable and balanced development of global agriculture.
Quotes from the Speakers
ZHOU PUGUO Chairman
China Association of Pesticide Development & Application
National strategies like ″green″ and ″low carbon emission″ put forward new requirements for the pesticide manufacturers. The only way to survive and thrive is having innovation, independent brand, channel, and ″going global″. For me, this is a challenging, yet targeted strategic initiative taken by the Chinese pesticide firms.
SUN SHUBAO Chairman
China Crop Protection Industry Association
Chinese pesticide firms will not grow faster without diving into the wider ocean of the international market.
HAO YANLING Chairman
China National Agricultural Means of Production Group Co., Ltd
As the ″national team″ in the agricultural means of production industry, SINO-AGRI has been actively exploring the way of business internationalization. Serving agriculture is the permanent DNA of SINO-AGRI brands. Agriculture, rural area and farmers are always at the core of what we do and how we succeed.
JACKSON WANG Vice President
Agricultural Solutions Greater China, BASF
We need multi-lateral collaboration, a real combination of technology, product and service to achieve the sustainable development of agriculture.
DAVID LIU Executive Vice President
DA BEI NONG GROUP
The Chinese agriculture should develop with production scale as the foundation, industrial productivity as the essence, and product value as the extension.
SU YI Board Chairman and General Manager
Sino-Agri Leading Biosciences Co., Ltd
Adhering to the original aspiration of ″From China, For the World″, SINO-AGRI Leading Biosciences will be a bridge connecting the domestic and international market, and help its partners preserve a favorable position in the global competition.
HUANG BAIJI Executive Vice President
Sino-Agri Leading Biosciences Co., Ltd
From China, For the World. SINO-AGRI is committed to building a shared global future with inclusive agriculture. SINO-AGRI, AGRICULTURE FOR ALL.
CECILIA YU Creative Director
Publicis Consultancy Services Co.,Ltd
For us a great brand is inside out. Chinese firms should go global, and make agriculture inclusive to benefit more population in more regions.
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