Driven by environmental protection and food safety, the global bio-pesticide market is facing unprecedented development opportunities. The domestic market for biopesticides has also begun to grow in line with the trend, driven by pesticide reduction and efficiency enhancement, green agriculture, increased awareness of food safety and strong policies, it is speeding up to an unprecedented development opportunity, attracting the cross-border distribution of a large number of capital.
According to S & P Global Forecast, 2020-2025, the global bio-pesticide industry market will grow at a compound annual growth rate of about 10% , is expected to achieve a market value of $9.5 billion by 2025.
The data of“China Biological Industry Development Report 2018” shows that the compound annual growth rate of bio-pesticide market in our country is about 16% from 2017 to 2022.
In other word, it means the biological pesticides are in vogue.
Under the hot background, our country has also actively organized the research and creation of biological pesticides and health plant protection, and cultivated many kinds of highly effective biological pesticide new products, chengdu Xinchaoyang, Jiangxi Xinruifeng, Wuhan Kono, Shaanxi McKerrow, Shaanxi meibang, Shandong Huimin County Union and a large number of high-quality production enterprises have emerged.
But it should also be seen whether there is enough space in the industrial chain to absorb the rapidly warming market, the pendulum of product prices, technical barriers, consumer acceptance and other constraints, under the enthusiasm of the capital and industry, and where will it lead?
Based on this, we conduct an in-depth investigation on domestic bio-pesticide industry enterprises, with a view to explore and display the challenges and opportunities of this 10 billion incremental industry, for everyone to bring a little thinking and inspiration.
1 the biology track is hot
All along, biological pesticide is a potential unit that attracts much attention of global agrochemical industry. Developing biological pesticide is the need of environment, but also the need of the times. Especially in recent years, in the national promotion of pesticide reduction and efficiency, green agriculture, People’s awareness of environmental protection and rising consumption capacity, the domestic bio-pesticide market continues to be hot.
In China, the development of biological pesticides has been written into the National Plan for many times, in 2015, the Ministry of Agriculture and rural areas (Moa) began implementing the pilot subsidy program for low-toxicity biological pesticides and the zero-growth action plan for pesticide use by 2020. By May 10, this year, the 14th five-year plan for the development of the biological economy also National Development and Reform Commission that the concept of green development should be integrated into all aspects of the development of the pesticide industry, and that research and development registration of green pesticides such as biological pesticides should be supported, promoting green production technologies, adjusting the product mix, supporting the development of new chemical pesticides with high efficiency and low risk, and vigorously developing biological pesticides, at the same time in the central and western focus on cultivating a number of bio-pesticide advantage enterprises and green pesticide preparation processing enterprises.
At the same time, over the years, the state and local governments have also made sustained efforts to encourage the development of biological pesticides in the areas of strategic guidance, R & D support, shortening registration, subsidies, demonstration and other measures. It can be said that these macro-factors have provided a good opportunity for the bio-pesticide industry and a huge space for growth.
Qianjiang biochemistry, Chengdu Xinchaoyang, Wuhan Kono, Shaanxi Maikeluo, Wuhan Chuqiang, Sichuan lanyue, Sichuan Longma Fusheng, Hubei Kangxin, Jiangxi Xinruifeng, Shandong Huimin County zhonglian, Fujian Kaili, deqiang biology, Liaoning microscience, Shaanxi Kanghe Lifeng, Zheng Chemical, Anyang Quanfeng, Inner Mongolia Qingyuan Baodu, YUNBIO Group are emerging leaders in the field of biopesticides in recent years.
1.1 the connotation and extension of biopesticides continued to develop
What exactly is a biopesticide? At present, our country has not carried on the clear definition to its category. The traditional biological pesticide in our country only refers to microbial pesticide, but with the rapid development of science and technology, the connotation and extension of biological pesticide also continue to develop in-depth, and the concept and category of biological pesticide are more widely discussed.
Professor, Northwest A&F University professor, in 2002, the director of the Northwest A&F University Pesticide Research Service Centre, Professor Zhang Xing, gave a systematic presentation on the concept, classification and characteristics of biopesticides, which was recognised by the industry.
Biological pesticide refers to the organism itself and its biological origin, which can be used to prevent and control diseases, insects, weeds and other harmful organisms, and can be used as“Pesticide” of various physiological active substances. Biological pesticides include biological pesticides and biochemical pesticides. Biological pesticides refer to commercial living organisms used to prevent and control diseases, insects, weeds and other harmful organisms, such as natural enemies insects, genetically modified crops, fungi, bacteria, viruses, nematodes, microsporidia, etc. Biochemical pesticides refer to bioactive substances with certain chemical structure and controlling harmful organisms separated from organisms, which can be synthesized artificially, the structure of the compound must be identical to that of the natural substance (but allowing differences in the proportion of the isomers) , such as botanical pesticides, insect pheromones and antibiotics.
Biochemical pesticides are those that satisfy the following two conditions:
First, there is no direct toxicity to the object of control, but only to regulate growth, interference with mating or seduction and other special effects; second, natural compounds, if synthetic, its structure should be the same as that of natural compounds (allowing differences in the proportion of isomers) . It mainly includes the following categories: Chemical Information Substances, natural plant growth regulators, natural Insect growth regulator, natural plant inducers, etc. .
Microbial pesticides refer to pesticides with active ingredients such as bacteria, fungi, viruses, protozoa or genetically modified microorganisms. Such as Bacillus, Streptomyces, Pseudomonas, etc. . Plant-derived pesticides refer to pesticides whose active ingredients are directly derived from plants. Such as matrine, Azadirachtin, rotenone, Osthol and so on. Agricultural antibiotic is a kind of natural organic substance, which is produced in the process of microbial life and can show specific pharmacological action (mainly the action of inhibiting or killing pathogenic bacteria) to plant pathogenic bacteria at lower concentration. Such as Avermectin, rapamycin, doxorubicin, Ivermectin, jinggangmycin, etc. .
However, it needs to be pointed out that agricultural antibiotics are produced through microbial fermentation, and although they are also biological pesticides, in terms of registration information requirements, except for some test items which can not be provided because of the special nature of the products (exemption can be applied) , other basic equivalent to chemical pesticides. At present, almost no other countries in the world treat it as a biological pesticide, but from the source, research and application of the Status Quo, antibiotic pesticide is still an important category of biological pesticide in the history and present of our country.
The current consensus on the characteristics of biopesticides is that they are highly specific, highly active, environmentally safe, resistant to pesticides, relatively safe to non-target organisms, and have many ways to exploit and utilize them The mechanism of action is different from that of conventional pesticides. The weakness is slow efficacy, difficult extraction of effective activity, drug instability and so on.
1.2 the number of registrations increased year by year
How Hot is the biopesticide track? From the perspective of registration, in recent years, the Ministry of Agriculture and rural areas has been accelerating the registration of biological pesticides, supporting the research, development and production of pesticide enterprises. The number of registered biological pesticides and the registered varieties have increased year by year, and have become the main force of new pesticide varieties, the production capacity and level of enterprises are constantly improving.
At the policy level, the revised pesticide registration information requirements in 2017 shortened the time for testing and registration of biological pesticides, allowing new biological pesticides to complete multi-site efficacy trials within one year; Microbial pesticides, plant-derived pesticides and some biochemical pesticides can be reduced or exempted from residue testing. On March 19,2020, the Ministry of Agriculture and rural areas drew up the list of active ingredients for the registration of biological pesticides in our country (2020 edition)(draft for consultation) . There are 47 active ingredients in microbial pesticides, there are 28 active components of biochemical pesticide and 26 active components of botanical pesticide, totaling 101 active components. Data from the Chinese Journal of biological control show that as of November, the total number of pesticide products in our 2021 was 43,281, with a total of 727 biological pesticide varieties registered as valid, there were 38 biochemical pesticides, 54 microbial pesticides and 30 botanical pesticides, which accounted for 5% , 7% and 4% of the total registered pesticides respectively. Based on the number of registered pesticide products, there were 624 biochemical pesticides (1.4%) , 542 microbial pesticides (1.3%) and 283 botanical pesticides (0.7%) . In 2019,11 new biological pesticides were registered in China, accounting for 47.8% of the registered new varieties; in 2020,2 new biological pesticides were registered in China, accounting for 33.3% of the registered new varieties; and in 2021,152021 biological pesticides were registered in China, accounting for 47.8% of the registered new varieties, it accounted for 55.6% of the registered new varieties.
Sun Gangzhong, senior manager of Wuhan Kono’s marketing department, said that manufacturers currently register biopesticides and will focus on the new value brought by newly discovered strains or metabolites, hoping to improve the efficacy of biopesticides through new technologies. For example, the newly registered nematode-controlling 2021 Bacillus thuringiensis HAN055 has been transformed by Connaux because of its unique function in breaking the egg wall of nematodes, there are coronatine, Oryzanol and other new plant regulation is also favored by enterprises. However, on the whole, the number of bio-pesticide varieties and products registered in our country is limited.
1.3 the market capacity exceeds ten billion yuan
How Hot is the biopesticide track? From the market capacity point of view, we can find that the global biological pesticide industry value is constantly prominent, it has a ten billion dollars market space. According to S & P Global Estimates, global sales of biopesticides exceeded US $3.3 billion in 2017. From 2020 to 2025, the global biopesticides market will grow at a compound annual growth rate of about 10% , it is expected to have a market capitalisation of $9.5 bn by 2025. The compound annual growth rate of agri-biological agent market will reach 12.76% from 2016 to 2022 and reach 1.135 billion US dollars by 2022. Of this, the global biocide market was valued at US $1.6 billion in 2020 and will reach US $3.4 billion by 2025, with a projected CAGR of 16.1 per cent. So, how big is the market capacity of biological pesticide in our country?
According to National Bureau of Statistics of the People’s Republic of China data, as of 2021, there are about 200 bio-pesticide manufacturers nationwide, with an annual output of about 140,000 tons and an annual output value of about 3 billion yuan, accounting for about 10% of the total output value of pesticides, the annual output value of jinggangmycin, gibberellic acid, Avermectin and Bacillus thuringiensis exceeds $100 million. The annual use of biological pesticides has reached about 80,000 tons, control area of about 400 million mu, and a certain amount of export. The top five products of microbial pesticide production were bacillus thuringiensis (the most) , Bacillus subtilis, Helicoverpa armigera nuclear polyhedrosis virus, Metarhizium anisopliae, and Bacillus polymyxa, these products account for more than 75% of the total amount of microbial products. The top five biochemical pesticides were gibberellic acid, aminooligosaccharides, brassinolide, triacontanol and 14-hydroxybrassinsterol, which accounted for about 70% of total biochemical pesticides. The top 5 varieties of botanical pesticide yield were matrine, camphor, rotenone, spironolactone and triptolide, which accounted for about 80% of botanical pesticide yield. Sun Gangzhong, senior manager of Wuhan Kono marketing department, said that there are no professional institutions and people to give specific figures on how big the domestic bio-pesticide market capacity is, but a rough estimate is that the market capacity is over ten billion yuan, with the use of chemical pesticides, the capacity will be even larger. According to Zhang Tao, director of high-beam operations at Zoomlion in Huimin County, domestic sales of biopesticides are now reaching 40 billion yuan, accounting for nearly 11% of the total, a higher proportion than the global level, but the area of prevention and control is still relatively small, the coverage rate is low, has the enormous development space.
1.4 multinational pesticide giant, capital weighting layout
How Hot is the biopesticide track? From the perspective of capital distribution, with the development of biotechnology and the breakthrough of major problems, the global biopesticide enterprises and research institutes have welcomed the upsurge of biopesticide r & D and promotion. The technologically developed countries, led by the United States, Germany and Japan, have an absolute advantage in the field of biopesticides, and have invested a lot of money and manpower in the R & D of biopesticides. At present, the global bio-pesticide industry has gradually gathered in Bayer, basf, China’s chemical industry, Codiva, Alistar and other small number of large pesticide companies, forming an oligopoly pattern. And since 2014, the domestic bio-pesticide field capital fever is also growing, mainly equity investment and strategic investment. According to the 35 DOU data from the platform for future agricultural services, there were 62 equity trading incidents in the bio-pesticide sector between 2016 and 2020, the main types are mergers and acquisitions in the same industry, mergers and acquisitions by Industry Giants, equity transfers and ipos (Initial Public Offering) , after several rounds of financing, start-ups will be acquired in the process of going deeper into the industry chain. The pesticide market is being integrated and the R & D technology is being innovated. New Chaoyang, the company with the most plant-based pesticide registrations, invested 20 million yuan in domestic bio-based pesticides as early as 2019, while broad 2021 bought a combined 100% stake in Liaoning micro-tech for 145 million yuan in April, it paid about 479 million yuan for a combined 85.12 percent stake in Fujian Kaili, and in October it paid cash for a 98.70 percent stake in Shaanxi Maikeluo, the country’s largest producer of the original spring drug rapamycin, we will continue to lay out the biopesticide industry. As we all know, the research and development of pesticide, especially the research and development of biological pesticide, is a long-term“Burning money” work, and at present, most of the enterprises carrying out the research and development of biological pesticide in our country are small high-tech enterprises, they need support from national policies and capital markets. And the rush of capital force also let bio-pesticide have the help of capital force, bio-pesticide industry can better and faster development. In fact, over the years, under various positive trends, not only are multinational pesticide giants and capital competing for the biological pesticide track, but many domestic traditional pesticide companies, including some fertilizer companies are also taking the opportunity to enter and layout of biological pesticides, such as root more, green china and so on.
2, Agricultural antibiotics become capital darlings
Agricultural antibiotics, as an important part of biopesticides, have developed rapidly in recent years. They have been widely used in fields and crops, and are increasingly sought after by capital. In 2016, the Green Nonghua Group, a subsidiary of Chinese agricultural and animal husbandry giant Dabeinong with a market value of 30 billion yuan, United 19 bio-pesticide research institutes and enterprises within the United Nations, the lead organization set up the “National bio-pesticide Science and Technology Innovation Alliance” and continued to increase investment in the distribution of multi-antibiotic, spring ramycin, Avermectin and other agricultural antibiotic products.
Since the 2021, Broad Holdings has acquired Liaoning micro-tech, Fujian Kaili and McKerrow in just six months from April to October, all of which share the characteristics of leading agricultural antibiotics companies. Among them, Liaoning microbranch has the patent of tetracycline mother drug and difenocetin · Barium sulfate exclusively, and Fujian Kaili has the patent of zhongshengmycin original drug exclusively, mcKerrow is a leading manufacturer of raw materials for rapamycin, doxorubicin and pyrimidine antibiotics in China.
Thus, Green Nonghua group, broad holding agricultural antibiotics as their own continued to carry out the bio-pesticide industry layout of the core point of force, also intuitively reflects the capital market for agricultural antibiotics market broad prospects for the long-term good.
In addition, on May 10,2022, the national development and Reform Commission and the Ministry of Commerce issued the Catalogue of industries to encourage foreign investment (2022 edition)(draft for consultation) , agricultural antibiotics are also one of the key projects in the development and production of biological pesticides and biological control products.
2.1 registration, application lead
Research into agricultural antibiotics in our country began in the early 1950s, according to Moses Chan, director of the shaanxi-based mcelore marketing center, yin Xinyun, a 1953 in the People’s Republic of China Plant Pathology and founder of the Department of agricultural antibiotics at the Chinese Academy of Agricultural Sciences, was the first to screen 5406 antibiotics from soil actinomycetes, in 1957, the Institute of soil and fertilizer, Chinese Academy of Agricultural Sciences (CAAS) began to study agricultural antibiotic 120. The creation of these products marks the beginning of agricultural antibiotics research in China. In the 1970s and 1980s, the development of agricultural antibiotics reached its peak, and several antibiotics such as jinggangmycin, gongzhuling mycin, wuyimycin, zhongshengmycin, ningnanmycin and aureomycin were successfully developed. During the period, also made a breakthrough in antibiotic insecticides, Shanghai Institute of Pesticides developed liuyangmycin. In the 1990s, genetic engineering and cell engineering were introduced into the development of agricultural antibiotics, which promoted the production and quality of products. Of course, also developed a new class of antibiotics, such as shenzinmycin and so on. Since the resumption of pesticide registration in 1985 in our country, 7 kinds of agricultural antibiotics were officially registered from 1985 to 1989, including jinggangmycin, Nongkang 120, multi-antibiotic and gongzhunlingmycin, more than 10 new antibiotics, such as zhongshengmycin, Ningnanmycin and Avermectin, were registered. Agricultural antibiotics have six characteristics: high selectivity, high activity, complex chemical structure of active components, good compatibility with environment, Universal production equipment and raw materials. At present, there are many kinds of agricultural antibiotics in our country, including insecticidal, bactericidal, herbicidal and so on. Such as rapamycin, doxorubicin, doxorubicin, jinggangmycin, tetracycline, zhongshengmycin, agricultural antibiotic 120, ningnanmycin, Avermectin, shenzinomycin, Ivermectin, emamectin benzoate, etc. . They are structurally classified into Macrolide, pyrimidines, glycosides, lactams and polyenes. The largest variety in large-scale production is Avermectin, followed by jinggangmycin. Qianjiang biochemical, hailier, sublimation Byck, Haizheng pharmaceutical, Shaanxi mccullough, Wuhan Kono, Fujian Kaili, Liaoning micro-science, Hebei Weiyuan County, North China pharmaceutical, Jilin Yanbian Chunlei are the leaders in the field of agricultural antibiotics. For years, agricultural antibiotics have led the way in registration, production and use. As of July 2022, there were 3,024 products registered in the Avermectin alone and 291 products registered in jinggangmycin and 181 products registered in spring, it accounts for more than 60% of the total registered active ingredients of biopesticides. In terms of output, the output of agricultural antibiotics in our country reached 288,200 tons in 2016. Since 2016, the overall output shows a downward trend, but in 2020 the output began to rise gradually, and the market size rose to 21.8 billion yuan, the total yield can account for two-thirds of biological pesticide production. In terms of application, a 2019 survey by the Ministry of Agriculture and Rural Areas’ pesticide testing institute showed that antibiotics were the most widely used biological pesticides, followed by biochemical pesticides, and microbial pesticides were the least widely used. Therefore, although agricultural streptomycin has been withdrawn from the market in recent years, it has not affected the sustainable development and prosperity of agricultural antibiotic industry.
2.2 both opportunities and challenges exist
The rapid development of biopesticides in our country is both an opportunity and a challenge, as well as an opportunity and a challenge for the agricultural antibiotic industry.
2.2.1 the lack of national and international standards is a sore point
Although some agricultural antibiotics have been commercialized at an accelerated pace, many products have become mainstream products of biological pesticides and are gradually becoming more common among ordinary people, said Moses Chan, director of the Shaanxi mccullough Marketing Center, but its development still faces many problems. The first is the lack of national and international standards in standard-making, with enterprise standards, local standards and group standards in the majority, and weak international competitiveness, second, the long r & D cycle, involving a wide range, high technical requirements, large capital requirements, leading to many enterprises are unwilling to produce or distribution, chemical pesticides market share is still relatively low. It is reported that in the agricultural antibiotic product national standards, our country on November 1,2017 issued a series of standards: Spring rapamycin spring rapamycin original drug, spring rapamycin water, spring rapamycin wettable powder. The series of standards came into effect on May 1,2018. As the main member unit, mcelor has formulated three national standards for the production of spring rapamycin, spring rapamycin wettable powder and spring rapamycin water, and was responsible for the formulation of the national standards of multi-antibiotic and zhongshengmycin industry standards, now has access to spring rapamycin-related patents 10, it has 7 kinds of biological pesticide raw material medicine, more than 50 kinds of biological preparation compound varieties, and its products are exported to 30 countries and regions, such as Japan and Korea.
2.2.2 the development of agricultural antibiotics of microbial origin is a trend
What are the future opportunities for agricultural antibiotics? In recent years, with the improvement of microbial breeding technology and fermentation technology, the fermentative potency, scale and cost of various agricultural antibiotics have been increased, its application competitiveness in agricultural production is also increasing. After the agricultural streptomycin delisting, the huge market space will be further replaced by zhongshengmycin, spring rapamycin, tetracycline and other products to prevent and control bacterial diseases. At the same time, because of its high efficiency and environmental protection, microbial agricultural antibiotic products, such as shenzimycin and Oryzanol, which are the main varieties of biopesticides, will be the development trend, will usher in greater market development space.
3“Good but cannot be sold good” magic spell is hard to break
With the strict environmental protection, high-toxic pesticides banned exit, biological pesticides really ushered in their own development of the spring and the golden period. After many years of development, the phenomenon of“Praise but not popularity” of biological pesticides has eased in the field of promotion and marketing at the grass-roots level, but the“Curse” has not been broken away and broken at all, hasn’t really been the market’s star. Recently, the author did a small-scale research on village-level agricultural resource shops when he was doing the promotion of the 10,000 chamber of Commerce in Guangxi, it was found that biological pesticides such as Bacillus subtilis, matrine, gibberellic acid, s-inducer, Helicoverpa armigera nuclear polyhedrosis virus, Avermectin, rapamycin, zhongshengmycin, jinggangmycin and tetracycline were only sporadically placed on the shelves and warehouses of some retail stores, the overall share is still very low, around 3% . Over the years, although government departments have been encouraging and advocating the use of biological pesticides, and farmers have been educated and gradually become aware of the safety and environmental protection of biological pesticides, very few have actually purchased and used them consciously. It can be said that in the market, biological pesticides or face the cold reception, in the“Good but cannot be sold good” embarrassing situation. Speaking to several retailers, the reason why bio-pesticides are currently“Good but cannot be sold good” can be generated in two aspects:
(1) the government and manufacturers lack of publicity
Zhu Qiuhuan, general manager of Fulianxin Agricultural Resources Wholesale Department in Lianhua Town, Gongcheng Yao Autonomous County, said that biological pesticide products have their own characteristics and the field effects are more affected by environmental conditions. For many years, the local agricultural authorities in Guangxi have promoted the use of biological pesticides, but there is an overall lack of specialized agricultural technicians or trainers to explain to farmers the advantages, functions, characteristics and application methods of biological pesticide products, farmers in the mind has not formed a clear understanding, so do not dare to use. In addition, manufacturers seldom put much effort into team work and promotion of biopesticides, and they are not motivated enough. They rarely cooperate with retailers to hold product results and technical training sessions, and farmers can not see the actual results, in addition, bio-pesticide products with thin margins, retailers will not take the initiative to sell to farmers, it is also difficult to form awareness of the brand and products, let alone pull new volume.
(2) high price, slow effect
Sun Gangzhong, senior manager of Wuhan Kono Marketing Department, said the biggest difficulty in promoting biological pesticides is that the effect is difficult to replicate. On the one hand, the application of biological control program needs to be adjusted flexibly according to the multiple factors such as crop, soil, time of drug application, etc. , improper use of biological pesticides may have undesirable effects, giving people the illusion that the effects of biological pesticides are unstable. On the other hand, some manufacturers and channels use biological pesticides as“Gimmicks” to promote miraculous effects, the transformation has raised the user’s expectation value to the biological pesticide product.
Wang Zhang Tao, head of Huimin County Zoomlion bio-brand high beam operations, also admitted that the overall use of bio-pesticide products has formed a solidified awareness among farmers that bio-pesticides are not cost-effective, expensive and ineffective. In the market, chemical pesticides can solve the problem of a few yuan per mu of vegetable land, biological pesticides may have to spend more than ten yuan, the price is often higher than chemical pesticides one or two times. Agricultural companies and big growers are willing to bear the cost in order to ensure the quality of agricultural products, but retail investors are extremely price-sensitive, the incentive to buy is not high. At the same time, compared with chemical pesticides, biological pesticides often take effect slowly, can not meet the farmers’ requirements of quick-acting. Biological pesticides generally take 2-4 days to take effect, stability is not high, most farmers do not want to wait, acceptance is generally small.
Shi Jiachang, general manager of Nanning Qingshou Agricultural Co. , Ltd. , also said that farmers have a long-term habit of using quick-acting drugs. It is only qualified if the efficacy of chemical pesticides reaches 80% , while it is rare for biological pesticides to reach 80% , and use more than chemical pesticides, farmers feel that the use is not practical, acceptance is generally lower. At the same time, biological pesticides need to be sprayed at a specific time when the pests are growing, and spraying earlier or later is less effective. This requires retailers or farmers to have accurate judgments about pests, therefore, it is difficult to apply pesticide is one of the important factors leading to the promotion of biological pesticides.
The mantra of“Good but cannot be sold good” is certainly hard to break in the short term, and certainly not easy to do in the short term. However, it is gratifying to see that farmers’ awareness of scientific and safe drug use is constantly improving, the importance of biological pesticides in solving the problem of chemical pesticide resistance, reducing the risk of excessive chemical residues in fruits and vegetables, reducing or reducing the amount of chemical pesticides and the times of application has been greatly improved. Even in the fruit and vegetable regions represented by Guangxi, with the deepening of the concept of quality cultivation, biological pesticide products such as Avermectin, aminooligosaccharides, polyclonal antibodies, jinggangmycin, ningnanmycin, matrine, Veratine and nicotine are widely used on some large farms, farmers’ cooperatives and vegetable production bases, and was recognized.
These good phenomena and signals all indicate that the government departments, manufacturers, agricultural extension workers, as well as agricultural distributors and farmers need to work together to break the spell of“Good but cannot be sold good”. For manufacturers, to make farmers truly accept biological pesticides, in addition to the concept of guidance, but also to enhance the efficacy of biological pesticides on more efforts. It is necessary to screen the active components of highly active biopesticides, strengthen the product innovation, especially the formulation and adjuvant innovation, and develop the products that can prolong the field efficacy time and improve the efficacy stability. At the same time, strengthen the research and development of chemical pesticides and biological pesticides mixed products, biological pesticides and integrated control measures to increase publicity.
4 system scheme is the core of the law of quantity
Quantity is the ultimate goal of bio-pesticide manufacturers, but also to support the healthy development of this industry, the bottom line of the logic of long-term stability. However, in the context of“Good but cannot be sold good”, compared to chemical pesticides, biological pesticides on the amount is difficult. So, how should biological pesticide products to open the market, the realization of volume, and then create a large single product and brand it?
Sun Gangzhong, senior manager of Wuhan Kono Marketing Department, said that it is very difficult to quickly supply biological pesticides, which have ingredient characteristics, but also a small scale of biological pesticides constraints. In order to imitate chemical pesticides, take the“Single-product winning” route, the current look very difficult. But through the combination with chemical products, or around the unique value of the product repeatedly verified, with the effect of conquering users, so as to gradually accumulate word-of-mouth and brand, may be more pragmatic and effective.
To that end, Connaux has developed a strategy — the “Kono three-pronged” crop solution, which focuses on the strengths of biological agents, stabilizes end-value, displays value first, and then discusses biological differences in products; At the same time to eliminate zero-sum thinking, and effective cooperation with chemical agents to solve the problem as the ultimate goal, focusing on key crops repeatedly demonstration and observation, so that the effect in-depth.
According to Zhao Zongliang of Fujian Kaili marketing department, the forging of a bio-pesticide brand can not be separated from the marketing campaign, and the marketing campaign can not be separated from the products and crops themselves, so we need to pay attention to the development of grass-roots work in the marketing process, to Seek truth from facts the product’s function and marketing direction. Kaili will make the extension plan according to the infection rule of different crop bacterial diseases when promoting the zhongshengmycin of 6% and 12% of the core single product. Firstly, the primary infection source of the disease was controlled by soil disinfection, stem treatment, tuber or seed dressing, and the base of the pathogen was reduced, in the seedling stage, the early flowering stage and the fruiting stage, the root irrigation was used to prevent the wilt and Wilt, and the foliar spraying was used to prevent and treat the bacterial diseases, continuous application of 2-3 times in flowering, young fruit and shoot stage of fruit trees can effectively prevent the occurrence of bacterial diseases and enhance the ability of disease resistance and leaf preservation.
Zhao zongliang stressed that unlike insecticides, which have an immediate effect, fungicides should focus on prevention, especially bacterial diseases, which have multiple routes of transmission and invasion and occur more rapidly, it will not only increase the use cost of users, but also save the loss caused by systemic infectious diseases is not prominent, only through the early prevention will have a better control effect. Wang Moses Chan, director of the shaanxi-based marketing center, said that biological pesticides should be used gradually rather than quickly. Biopesticides are designed to stop pests from damaging crops, not to kill them all. Therefore, the extension strategy should follow the technical concept of“Focus on prevention, active prevention and control”, to communicate to farmers to“Knock-down rate” as a biological pesticide efficacy evaluation index, from the scientific point of view to understand and apply biological pesticides. At the same time, we should focus on the crops deeply, base on the characteristics of our products, highlight the selling points of differentiation, and provide high-density training and observation meetings of pesticide application technology and systematic service of crop scheme. For 24 years, deqiang has focused on the research and development, production, promotion and marketing of biological pesticides, especially on the issues of the mode of bio-pesticide promotion, the implementation of the promotion plan and the rapid quantity of products, innovatively put forward“Service creates value”, that is, the product + technology of deqiang biological closely linked with crops. According to Zhang Dong, deputy general manager and marketing director of deqiang, “Service creates value” is mainly embodied in three aspects:
(1) target crops, that is, the regional market should keep a close eye on the target crops as before, transform and copy the existing products and schemes of deqiang according to local conditions, and improve the technical schemes of the crop service stations. (2) deep ploughing the field, that is to go directly to the field to do basic work, deep ploughing the market, with high value-added services, to stabilize the brand awareness of deqiang biological enterprises. (3) to build a fortress, that is, to work at the grass-roots level, to bind products with crops, and to bind customers with crops and products, so as to steadily enhance the brand influence of deqiang biological and the centripetal force of its core customers. It is not difficult to find the above-mentioned four enterprises, although each has its own merits, but based on the product, focus on crops, to provide systematic crop solutions three core elements are the four commonalities. In addition, unlike the high-stakes strategy of chemical pesticide marketing and promotion, the market for biological pesticides is not a one-day success. More often, it is a long-term battle, as well as a hard one, team, marketing, technical services, one can not be less, imperceptibly on the market Intensive farming, products, brands will gradually penetrate the hearts of the people.
5 segments of the market is the future gold
The biggest opportunity for biopesticides is in developing countries, and China will become the strongest and best growing biopesticide market. What is certain is that in the future, our country’s agriculture will continue to revolve around the major needs of food safety and ecological security, driven by the negative growth of national pesticides, it is necessary and urgent to develop new, high-efficiency, low-toxicity and environment-friendly biopesticides. Biopesticides are destined to be unstoppable and will be the weather vane of the pesticide industry in the future. Relevant institutions predict that in the next 10 years, the market share of bio-pesticides in our country will also be increased from 10% to about 30% . For manufacturers, it is necessary to grasp the development opportunities, continue to strengthen the development of new formulations of biological pesticides, new targets to meet the needs of crop cultivation and farmers. But it should also be seen that after years of rapid development, bio-pesticide market scale of rapid growth at the same time, the competition is becoming more and more intense. Competition in the biological track is a Red Sea, caught in rat race, many companies began to explore diversification, looking for new market growth points. Fast or slow, where is the future of bio-pesticide gold? Sun Gangzhong, senior manager of Wuhan Kono’s marketing department, believes that the trend for biopesticides is to commercialize niche markets such as seed treatments, root functional microorganisms and specific metabolites of microorganisms. Yes, there is much to be said for segmentation. In bulk crops, bio-pesticide manufacturers still need to focus on soil treatment agent, seed treatment agent market opportunities. In the Cash crop market represented by fruits and vegetables, the occurrence of soil-borne diseases and nematodes will continue to increase, and the market space for fungicides for controlling bacterial diseases will be further opened up, the use of microbial pesticides will continue to grow, so manufacturers need to focus on the prevention and control of bacterial disease research and development and product registration. For example, Huimin County Zoomlion has started to integrate four nematode-related documents, namely chitosan, oligosaccharides, Bacillus cereus and Paecilomyces lilacinus, to create a biological control system for nematodes. At the same time, with the pursuit of improving quality and increasing yield, the total area of biological solution will continue to increase, and manufacturers should focus on crops, based on products, to do customized program services.