On January 24, 2025, Yonfer convened its 2025 marketing system mobilization meeting under the theme "Stride into the Third Year as a Firm Executor of the Strategy." 

meeting taking place at venue

The meeting was conducted in a hybrid format, incorporating both in-person attendance and live broadcasts from various sub-venues. Key company figures, including Chairman Caixue Yang, Vice President Chengyun Zhao, CEO Lei Yang, and other executives, participated in the event. Additionally, representatives from each sales area, sales branch, and relevant departments, such as the sales department, marketing department, New Fertilizer and Green Agriculture Research Institute, logistics management department, material supply department, and the chairman's office, actively engaged in the discussions.

Meeting being hosted by CEO of Yonfer, Lei Yang

Chengyun Zhao delivered the opening mobilization report on behalf of the marketing system, focusing on the key theme of "growth." He provided an overview of Yonfer's achievements and challenges in sales during 2024. The company experienced significant success in both compound and new fertilizer sales, reflecting widespread recognition from customers and the industry. This growth was largely attributed to the reform of the company's marketing model and proactive market promotion efforts. The introduction of a new promotional model, characterized by "new product + demonstration + service," has significantly enhanced Yonfer's brand reputation and garnered numerous accolades. Furthermore, the company successfully entered overseas markets by establishing subsidiaries in Southeast Asia and intends to continue its expansion in these regions. 

However, the transition to a reformed sales model in 2024 also presented new challenges. Notably, there was an imbalance in growth across different regions and sales groups, with specific southeast regions and the Central Plains market lagging in performance. This situation hindered the implementation of the company's "new four old four" policies. Additionally, out of the company’s 209 marketing groups, 42 exhibited poor performance, resulting in decreased sales figures.

Caixue Yang highlighted the issue of uneven group development as a critical concern. He emphasized the company's commitment to furthering marketing reform by allocating resources according to the needs of underdeveloped markets. To foster a self-motivating learning environment, transparent mechanisms for rewards and penalties will be established, encouraging collaboration and mutual support among colleagues.

chairman of Yonfer Caixue Yang

Several outstanding employee representatives shared their insights, noting that a deeper understanding of the company’s "dual core strategy" has transformed their perspectives and enhanced their work comprehension. 

outstanding employees delivering speeches

They recognized that the essence of the business lies in empathizing with customers and fostering amicable relationships with potential clients. They underscored the necessity of after-sales service as a means to safeguard customer interests and build trust through sincerity. Core leaders of Yonfer reiterated the importance of aligning employees' knowledge, actions, and thoughts with the company’s strategies to ensure consistency in goals and ideologies.

Looking ahead to 2025, Yonfer aims for a sales growth target of 400,000 tons in compound fertilizer, with 250,000 tons attributed to new fertilizers. To achieve this objective, the Yonfer marketing system will continue to embody the principle of "being a firm executor of strategy," focusing on new product development and leveraging its promotional strengths. Sales personnel are encouraged to maintain strong relationships with existing customers while actively seeking new clientele, particularly in relation to GaoFuZhuan, AZF, slow-release fertilizers, and water-soluble fertilizers.

All members of Yonfer are urged to embrace the strategy of "three pairs and a single," continuing to cultivate the distinctive and robust characteristics of the Yonfer brand. （Yijun Yang）