“Chinese farmers are more open than they ever were to receiving objective advice and support from third-party agronomists. The concept is that if it can help them succeed better, they are receptive to it.” –Ziki Levavi, China Chief Commercial Officer, Adama; photo courtesy Adama
FCI: 中国对你来说有多大市场？它在您的其他业务方面排名如何，或者您的收入是多少？
勒瓦维: China is a core region for Adama, both in terms of target market, as well as key operations moving forward. In the next decade, China is expected to be one of the top markets in the world for crop protection, and we intend to take a leading role in this market through our integration with selected assets controlled by the China National Agrochemical Corporation (CNAC), the agrochemicals arm of ChemChina (China National Chemical Corporation). We believe that we are uniquely positioned among the multinational crop protection companies to capitalize on the significant China opportunity. Our strategic approach to tapping into the Chinese market differs from how we have approached our other markets, due to our unique ownership structure; in 2011, ChemChina, through its strategic business division CNAC, acquired 60% of Adama. In turn, Adama was tasked with leading the entire agrochemical business on behalf of the ChemChina Group. As part of this process, last year Adama signed a definitive agreement to acquire control of certain CNAC businesses in China (what we call the “China Business”). In addition, we have already broken ground on construction of an advanced R&D center in Nanjing (Jiangsu Province), and a state-of-the-art formulation hub in Jiangsu Province, adjacent to Jiangsu Maidao’s (one of the companies we will be acquiring) new facilities in the new industrial zone there. Once we complete the acquisition and fully integrate the China Business, the China market will account for around 15% of Adama’s business globally, thereby instantly becoming one of Adama’s main markets worldwide.
FCI: 你们在中国市场的顶级产品是什么？为什么它们近年来增长如此之快？
勒瓦维: Our focus has been, and will continue to be, on developing a broad, differentiated, hybrid portfolio of solutions that simplify farmers’ lives. Adama’s portfolio is the most comprehensive in the industry, and this is what we will be offering, over time, to Chinese farmers. The solutions within our portfolio will help improve efficacy and usability throughout the full product life cycle, and includes new active ingredients, novel mixtures and innovative formulations, as well as new packaging and application methods. We are currently in the process of building our product portfolio in China, including working diligently on product registrations. For example, one important product we are currently focusing on getting regulatory approval for is our proprietary nematicide NIMITZ, which was recently approved for use in the USA. NIMITZ is a broad-spectrum, non-fumigant nematicide, which is highly effective in controlling plant-parasitic nematodes. The product belongs to a new class of chemistry, offers a novel mode of action with very favorable toxicological and eco-toxicological profiles, and is very relevant for certain crops in China.
FCI: 你们在中国服务于哪些主要作物？种植面积前景如何？
勒瓦维：由于我们产品组合的深度和广度，我们的全球产品组合包括服务于全球所有主要作物的作物保护产品。特别是在中国，我们看到了水果和蔬菜领域的巨大机遇，以及水稻、玉米、小麦和棉花等中国传统的大型农作物。
FCI：发行有哪些挑战？你如何努力克服它们？
勒瓦维: 得知中国是世界第一的非专利作物保护产品生产国，人们感到很惊讶。然而，它也是最高度分散的市场之一，并且高度多样化。估计有 22,000 家各种规模的作物保护经销商；接触和管理数量如此之多且种类繁多的分销商可能极具挑战性。直销非常困难，因为中国大约 90% 的农场是小农。我们计划结合几个关键组成部分以应对这一挑战：引进领先的中国行业专家，建立强大的营销团队，并与中国市场分享我们的全球作物保护专业知识。 Adama 拥有一个知名的国际品牌，当我们将其与中国本土思维相结合时，我们相信我们将能够将 Adama 的解决方案定位为中国经销商将寻求携带的差异化产品。
FCI：您如何看待中国的产品消费变化？在教育、可用性和成熟度方面，需求驱动因素是什么？
勒瓦维: 根据我的经验，中国农民正在迅速赶上全球农业最先进的做法，但在知识和技术方面仍存在一些差距。阿达玛在中国的很大一部分工作是通过农民教育帮助缩小这些差距。正如我所提到的，大多数农场都非常小，但是近年来整合越来越多，这些较大的农场变得越来越专业；因此，人们对全球可用的最佳产品、解决方案和技术的需求不断增加，同时也渴望学习如何提高作物产量的最佳实践。作为现代化的结果，中国农民比以往任何时候都更愿意接受来自第三方农学家的客观建议和支持。这个概念是，如果它可以帮助他们更好地取得成功，他们就会接受它。
FCI：是否有任何可能阻碍或有助于作物保护的法规变化？
勒瓦维：随着中国的全球意识和对国际社会的开放度越来越高，随着跨国公司将中国作为自身发展的目标，监管也在不断加强。新法规很可能会在来年发布，我们预计它们会比以往任何时候都更加严格。我们认为这是一件积极的事情，因为许多新限制旨在保护环境和提高产品质量。当然，我们的产品是按照最高质量标准制造的，因此我们有能力在未来高度监管的环境中取得成功。