The land transfer will change the existing sales model of "manufacturer+planter" or "manufacturer+professional organization+planter".

Pesticide enterprises have realized that with the rapid advancement of land transfer, family farms and service organizations, it will not only change the sales mode of pesticides in the future, but also accelerate the integration of pesticide industries. As far as the current situation is concerned, it is still difficult for pesticide production enterprises to directly connect with large farmers. The situation of "thunder and rain are small, but flowers do not bear fruit" is widespread. The proportion of pesticide enterprises to connect with large farmers is less than 1%, and the majority of pesticide enterprises basically follow the original mode of sales.

For the reasons, first of all, enterprises are worried about potential risks, including the credit risk of large farmers and the risk of drug damage. In the traditional pesticide sales model, farmers are connected with grass-roots dealers, and everyone is familiar with each other, which reduces the risk of credit. However, if enterprises directly credit large farmers, the risk of payment collection will increase. In addition, once pesticide damage occurs in the process of pesticide application, the risk of large investors is higher than that of retail investors. Secondly, in connection with large farmers, pesticide enterprises lack corresponding technical service teams, and are also worried about affecting existing sales channels. In addition, the connection between enterprises and large enterprises is still in its infancy, and there is a lack of successful experience models for reference.

With the acceleration of land transfer and the continuous emergence of large farmers, social professional organizations will be born, such as professional organizations in the fields of medicine, fertilization, cultivation and harvest, agricultural product processing, technical services, trade, etc. These professional organizations will have an impact on the pesticide market. The sales model of the pesticide market will also change, and there may be a new model of "manufacturers+growers" or "manufacturers+professional organizations+growers". As a result of the pesticide industry, the number of channels has been greatly reduced, the number of manufacturers has been greatly reduced, and large-scale industrial integration will occur.

How do pesticide enterprises connect with large farmers? Agricultural enterprises not only need to establish professional teams, but also need to change the sales model from sales to service. We can regard the existing channel as a distribution platform, divide the product sales area, pay a certain fee, and sign a tripartite contract, which can not only "ship out", but also share risks.

In addition, the products should be suitable for the needs of large customers, such as large packaging. Deal with the relationship between planter product brands and existing brands. Enterprise brands may be more than product brands, and key products can also be brands.

Editor's note: This year's No. 1 central document clearly stated that we should vigorously support new agricultural business entities such as professional large households, family farms and farmers' cooperatives. At the current agrochemical product manager (crop manager) exchange meeting, the countermeasures of pesticide marketing under the new situation became a hot topic of attention. Many of the experts and business leaders who attended the meeting also carried out reports on this topic. (Source: rural public)