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“All four products – chemical fertilizers, ammonium nitrate, aniline, and urea-ammonium nitrate solutions – exceeded their sales targets; the total sales volume was 400,000 tons higher than that in 2024, with the total revenue exceeding 5 billion yuan. ”These are the sales achievements of the sales company of Lu’an Chemical Tianji Group (hereinafter referred to as Tianji Group) for the year 2025. This hard-earned achievement represents a historic breakthrough. Faced with a complex and challenging market environment, all sales staff, under the precise guidance and meticulous planning of Tianji Group, withstood external pressures, maintained their strategic focus, overcame difficulties, and moved forward despite the adversities. As a result, product sales showed a positive trend of improvement and efficiency growth, achieving increases in volume, breakthroughs in quality, and sustained stability – thus fully demonstrating the competitive strength of Tianji’s products as well as their resilience in the market. Looking back from a higher vantage point to uncover the secrets behind the steadily rising sales performance, the answer is: the \"five forces\" working together in unison, moving in the same direction, acting in sync, striving together, and working side by side. The core “five forces” – everything is striving for innovation. What are the “Five Forces”? It says: strong leadership, team effort, market potential, supportive policies, and brand influence. The leadership provides strong support, offering unprecedented attention and backing to the sales side, which is the crucial link in the product distribution market and in terms of sales conversion efficiency. How can Tianji’s key products break through in a competitive market plagued by oversupply, capture market share, and generate profits? For Tianji’s manufacturing industry, which is “squeezed at both ends”, sales are of paramount importance. “Face the problems, analyze them, and solve them. ”After taking office, Zhao Zhejun, Secretary of the Party Committee and Chairman of Tianji Group, made product sales the top priority and kept a close eye on it. Faced with a weak market, insufficient sales, slow shipments, and poor inventory turnover, he personally convened meetings with key fertilizer distributors and directors of fertilizer sales offices to hear their opinions and suggestions face to face, to discuss the root causes of these problems up close. He took careful notes, listened attentively, and asked detailed questions, compiling every suggestion and issue raised by them as potential starting points and strategies for addressing the problems related to weak market sales. Problems in the market must be solved by the market itself. Immediately thereafter, Zhao Zhejun went to the forefront of the market to conduct investigations, visiting local stores, fields, and farmers who cultivate crops, in order to obtain first-hand information about the market. With keen market insight, judgment, and analytical abilities, he swiftly assessed the industry trends and the core demands of various channels, thereby formulating and promptly implementing a series of sales policies that aligned with market realities. These policies directly address distributors’ concerns regarding profit margins, market order, and collaboration between manufacturers and distributors. They have effectively optimized the mechanism for profit distribution, significantly enhancing the vitality and stability of the channel value chain. A channel transformation aimed at “reducing costs, increasing sales volume, and generating profits” is quietly unfolding within the sales system. Coupled with the introduction of the new policies, it was like injecting a \"stimulant\" into the market, swiftly reversing the cautious attitude among fertilizer distributors and reshaping as well as strengthening the community of shared interests among manufacturers. The policy benefits were directly translated into market momentum, with dealers showing unprecedented enthusiasm for purchasing products and making payments, thus laying a solid foundation for fertilizer sales in 2025 to increase by 41.83% compared to 2024. Zhao Zhejun emphasized the procurement of high-quality phosphate ore to ensure the refined production of fertilizers, strengthened process optimization and operations, and maintained the stability of product quality. It received unanimous approval from distributors at the “25th National Phosphorus Compound Fertilizer Production and Sales Conference,” the “Tianji Group Key Customers Symposium,” and the “2026 Fertilizer Product Sales Ordering Conference.” They said they are full of confidence in selling Tianji fertilizer. A powerful partnership to optimize the layout – strategic cooperation enters a new chapter. As it strives to further enhance the market competitiveness of its products, Tianji Group adopts a strategic approach, carries out top-level planning, and takes proactive actions to establish deep cooperative relationships with leading domestic agricultural input distributors. This enables the optimization of its sales network as well as strategic expansion into the national market, marking a new phase in Tianji’s channel development characterized by complementary resources with top-tier channel partners and strong alliances between them. As the fertilizer market continues to rise, the aniline market plays a key role in fostering coordination between production and sales, enabling complementary advantages, and driving demand through enhanced communication, improved services, and strengthened partnerships. During his visits to aniline clients, Zhao Zhejun listened to their suggestions and engaged in honest communication, thereby meeting the clients’ needs and boosting the sales volume of Tianji aniline through a win-win strategy for both parties. The ammonium nitrate products are sold through both solid and liquid forms, aiming to compete in both domestic and international markets by leveraging their quality advantages, thereby fully utilizing the full production capacity of the ammonium nitrate manufacturing facilities. Under Zhao Zhejun’s leadership and arrangements, a new product in the form of urea-ammonium nitrate solution was introduced to create new sources of growth. Export channels were successfully established, with a total output of 100,000 tons of this urea-ammonium nitrate solution by 2025, which is exported to countries such as Argentina and Australia**, thereby demonstrating the competitive strength of Tianji’s products. The team works hard; it is trustworthy and reliable. The Tianji sales team strives to achieve new results by becoming more determined with each setback and winning more with each challenge. Be ready to respond at a call, ready to fight as soon as they arrive, and ensure victory in battle – this is the goal-oriented approach adopted by Tianji Group’s sales company in training its sales teams. As a product that serves as the cornerstone of Tianji, chemical fertilizers bear the important responsibility of supporting agriculture, rural areas, and farmers. The fertilizer sales team is carefully developed by the sales company of Tianji Group. Guided by a strong commitment to agriculture, rural areas, farmers, and Tianji itself, it operates on the principles of being present in the fields, providing precise services, helping farmers increase their incomes, and driving sales growth. Its performance is evaluated based on brand marketing, farmers’ trust, cost reduction and efficiency improvement, and value creation, with the goal of creating a sales team that possesses a consistent strong work ethic, is capable of taking on major responsibilities, and is willing to assume challenges. Judged by the fertilizer sales performance in 2025, this team is combat-effective and willing to win battles. The \"chart-based campaign\" carried out throughout the four seasons of the year, along with the interconnected and step-by-step \"four major battles,\" yielded fruitful results achieved through hard work and wisdom amid constant pressure. The Aniline sales team isn’t large, but every member is a top-notch professional. They have innovated in supply chain management; when purchasing raw material benzene, they have broken away from the traditional \"trader + bidding\" model and adopted a comprehensive approach of \"centralized procurement + direct procurement\" to reduce intermediate steps and lower procurement costs. It is worth noting that they collect and analyze information on developments and policies in both upstream and downstream sectors through various channels. In 2025, they were able to predict the decline in demand resulting from obstacles to MDI exports; they optimized their customer base in advance, adjusted their sales strategies, and managed inventory levels effectively, thereby seizing market opportunities and maximizing the benefits for the company. At the same time, they implement a customized approach for each household, striving to ensure supply through thorough service and deepening cooperation. The ammonium nitrate sales team is adept at seizing opportunities, working to expand sales channels in order to increase volume and generate profits. As liquid ammonium nitrate gradually becomes the mainstream product in the market, this sales team has worked to tap into additional market potential while maintaining sales of porous and industrial ammonium nitrate, by acquiring 6 new customers for liquid ammonium nitrate and stepping up promotional efforts. By 2025, the sales volume of liquid ammonium nitrate will be 95,000 tons, accounting for 35% of the total ammonium nitrate sales. This represents an increase of 60,000 tons compared to 2024, a growth rate of 187%. An excellent team always has pioneers and role models. Liu Weidong, the head of the Second Chemical Engineering Department, worked diligently to put the culture of cost management into practice; in the face of fluctuations in the aniline market prices, he adjusted the prices on several occasions. By achieving sales volumes of 279,600 tons, he made significant contributions to generating profits ； Li Yugang, Regional Manager for Henan, took concrete actions to lead the Henan region in successfully fulfilling its 2025 fertilizer sales targets. He resolutely phased out a number of unproductive “zombie” distributors, while sparing no effort in supporting new distributors and promising partners. As a result, the Nanyang market—once a stronghold for Tianji Fertilizer—has once again come to life with vitality and energy ； Wu Shuai, the deputy minister in charge of the First Chemicals Department, led the team from the First Chemicals Sales Department to find every possible way to visit clients and secure orders, in an effort to increase the sales volume of ammonium nitrate amid a surplus supply in the national market ； In the Shandong region and the Weifang office, Fan Hao worked closely with distributors, taking into account both the factory’s policies and local conditions. He communicated patiently with them one by one, formulated orders in a scientific manner to increase sales, and at the same time carried out all the tasks assigned to the agrochemical department ； During his time in Anyang, Niu Chenye, the deputy head of the Fertilizer Department, implemented a targeted assistance model based on the principle of \"one strategy per dealer.\" He assigned dedicated personnel to provide support to dealers, offering comprehensive assistance ranging from policy interpretation and optimization of sales strategies to logistics management, thereby effectively addressing the concerns of agents and significantly boosting their enthusiasm for sales ； Zhao Zhongwei, the director of the Yulin office in northern Shaanxi, after five years of hard work in new markets, truly shone in the sales of potato fertilizer during 2024 and 2025. The Yulin office sold 10,247 tons of potato fertilizer, accounting for 39% of the total volume of potato fertilizer sold ； Yang Wushè has played a positive role in promoting the development and expansion of new markets in Xinjiang. Given the market potential, with 1.8 billion mu of arable land across the country, Tianji’s million-ton capacity in fertilizer production is bound to secure a significant role. The modernization of agriculture and rural areas is crucial for the overall progress and quality of China’s modernization process. It is crucial to do a good job in matters related to agriculture, rural areas, and farmers. Enhancing the overall agricultural productivity, quality, and efficiency to enable farmers to lead a richer and better life is the responsibility that Tianji, as an enterprise dedicated to supporting agriculture, always bears in mind. The national grain output remains stable at around 1.4 trillion jin, which is attributed to the role of Tianji Fertilizer in increasing both production and farmers’ incomes. Among the 1.8 billion mu of arable land nationwide, there must be room for millions of tons of chemical fertilizers to secure their “place” and “market share”. *****There, Tianji Fertilizer enjoys strong confidence, solid strength, and popularity. Currently, large-scale farms and specialized cooperatives are pursuing increasingly refined standards for crop yield, quality, and farming efficiency, driving a shift in fertilization practices from relying on experience to adopting scientific approaches. Customized nutrition plans, stable yield increases, and improved marketability of agricultural products have become essential requirements. The Sales Company of Tianji Group has learned from and applied the experience of the ‘Ten Million Projects’. It has established a comprehensive “agrochemical service platform”. Personnel who “understand agriculture, love the countryside, and care for farmers” are dispatched to the fields to provide targeted services, guiding farmers on scientific agrochemical application. With its “1,000 Tianji exclusive stores”, the company has set up 10,000 service outlets across the market, striving to enhance grain production capacity and ensure steady income growth for farmers. All sales staff at Tianji Group’s Sales Company have reached a consensus on the high-end positioning of Tianji’s nitrate phosphate fertilizers; they actively aim to match the standards set by Yaran, so as to fully leverage the advantages of these fertilizers in the fields. Product diversification has enriched and expanded Tianji’s product portfolio. The continuous introduction of water-soluble fertilizers, microbial fertilizers, and fertilizers containing medium and trace elements has led to a significant improvement in the efficiency and usability of Tianji’s high-end fertilizers, endowing them with unique functions and values that are difficult to replicate. The value of fertilizers must be created in the harvest from arable land. Tianji Fertilizer is shifting from being used in field crops to being applied across a range of high-value cash crops, and its functional roles will play an irreplaceable role. By 2025, the practice of fertilizer sales had proven to fundamentally strengthen and enhance dealers’ confidence in and reliance on the Tianji brand. Key dealers expressed their confidence in the future development of Tianji fertilizers, and were determined to \"move forward together with Tianji\". It can be said that Tianji Fertilizer is gaining an ever-larger circle of supporters, an increasing number of farmers are using its products, and there is growing interest in it. Its market potential will surely become more substantial and valuable as it continues to be developed. With policy support tailored to the circumstances, success in sales battles depends on the policy backing and strong assistance provided by Tianji Group. The campaign to sell fertilizers turns small victories into big ones, thanks to the precisely designed incentive mechanisms implemented in conjunction with it ； The sales of aniline are carried out following the principle of \"one strategy per customer,\" which lays a solid foundation for increasing production capacity, reducing costs, and improving efficiency ； The regularly organized sales competitions between Ammonium Nitrate and Aniline have stimulated team vitality and played a significant role in facilitating the accomplishment of sales targets. Brand influence: Fertilizers that integrate craftsmanship, efficacy, and brand are the \"food\" for crops. In the fertilizer industry, there is one variety that stands out in particular: phosphoric acid fertilizer, which is referred to in the industry as the \"noble among fertilizers\". Tianji Fertilizer is a brand recognized by end-users among farmers. Thanks to 40 years of conscientious manufacturing and meticulous care. The core advantage of phosphoric acid fertilizers lies in their internationally leading exclusive production process for \"phosphorus ore decomposition using nitric acid\". Nitric acid decomposes phosphate rocks, producing activated rare earth nitrates which scientists refer to as \"nutritional gold.\" These substances can enhance crops’ resistance to diseases, cold, and drought, improve their quality, increase yields, and reduce the occurrence of crop diseases. **In the 2019 “Guidelines for Industrial Structure Adjustment” released by the National Development and Reform Commission, “nitro compound fertilizers” are explicitly listed as an item to be encouraged for development. In 2022, Tianji Group’s nitric acid phosphate fertilizer was recognized by the Ministry of Industry and Information Technology as a “Green Design Product”. ““Inviting farmers to factories to participate in the manufacturing process of nitric phosphate fertilizers” – this is the “experiential agrochemical service” implemented by the Sales Company of Tianji Group. Each year, nearly 20,000 farmer friends visit factories for on-site tours and hands-on training, thereby enhancing the credibility and appeal of Tianji’s nitrophosphatic fertilizers. The brand influence of Tianji no longer relies solely on its products; it is striving to transform from a \"provider of high-quality products\" into a \"provider of green solutions for modern agriculture.\" By establishing a technical service system covering the entire life cycle of cover crops, we provide farmers with comprehensive value that includes service guidance, nutrient management, and improved profitability. Facts are the most convincing. Selenium-rich watermelons cannot be grown without phosphoric acid nitrate fertilizer; they are expensive but sell quickly ； The use of phosphoric acid fertilizer in sweet potato seedling cultivation results in potatoes with good taste and high quality ； Using phosphoric nitrate fertilizer for potato cultivation results in higher yields per mu and earlier market availability. There are also corn, wheat, vegetables, kiwifruit, and so on, with noticeable effects. By 2025, Tianji Group’s sales companies will adapt to local conditions in order to improve their marketing systems, which include \"domestic market + international market\", \"traditional markets + high-end markets\", \"product customization + direct supply to large customers\", \"Tianji-exclusive stores + key distributors\", and \"nitrate phosphate fertilizers + liquid fertilizers\". They will also innovate and implement marketing models such as \"direct supply from farming areas + technical support\" and \"channel sharing + resource integration\". By strengthening their presence in traditional markets in Shanxi, Shandong, Henan, Hebei, and Shaanxi, they will explore new markets in the Northeast, Northwest, and Xinjiang. They will also foster strong partnerships with companies such as Shanxi Agri-Products, Zhejiang Huiduoli, Guangdong Tianhe, and Anhui Hui Nong. Through a comprehensive and scientific approach, they will build a dense sales network, provide targeted field services, increase fertilizer sales, and create a new sales ecosystem that is open, collaborative, and mutually beneficial, thereby ensuring full sales of products and creating value. The road ahead is long; it’s time to stride forward with confidence ； The task is arduous, and we must spur on our efforts even more. Sales performance is a recognition of past efforts ； Setting aside grades is to head toward greater horizons. As we enter the new year, all the sales staff at Tianji Group’s Sales Company will turn the achievements of the past into the wisdom and strength needed to move forward. With full confidence and determination, they will strive hard to achieve new sales targets.