How Can Cocoly Develop Rapidly in the Case of Coronavirus?

2020 is a special year, all industries are seriously affected by the coronavirus, and agricultural companies are reshuffled. There is a rising star but upstream, Cocoly Fertilizer Company outstanding encircling, constantly showing the charm of Chinese agricultural brand and the power of focusing on a single product. “So clumsy, we only focus on granular water-soluble fertilizer” said Mr. Sun, CEO of Cocoly Company. Let’s reveal the secret through today's interview. Why has Cocoly Fertilizer Company only focused on one product for many years, but has achieved great success?

Company Overview:

Founded in 2009, Shandong Cocoly Fertilizer Co., Ltd, is an agricultural enterprise integrating R&D, production, and sales of granular water-soluble fertilizer. After years of development, our company launched the world's first granular water-soluble fertilizer, Cocoly. Cocoly created a new category of granular water-soluble fertilizer, which changed the characteristics of water-soluble fertilizers as liquid and powder.

As the "the founder of granular water-soluble fertilizer", the company devotes all its energy to the development of the brand, cocoly, which is recognized by the majority of domestic and foreign distributors and ordinary people and is well known by the agricultural industry’s peers. Since it was launched, Cocoly company has established a complete brand sales network and institutions and actively participated in professional agricultural exhibitions at home and abroad. Now the trademark "Cocoly" has been registered in more than 70 countries in the world, and Cocoly granular water-soluble fertilizer has been exported to 22 countries and regions.

Why did Cocoly’s sales volume increase instead of decreasing during the coronavirus?

Our company has been focusing on a single product, Cocoly since it launched the new category, granular water-soluble fertilizer, and continues to lead the development of the granular water-soluble fertilizer industry. In the past 8 years, we have been constantly improving the product quality and upgrading the formula. We only have one product, so providing customers with the best quality product is the focus of the company's 200 employees.

"Crisis is made up of two words, danger and opportunity." In the face of the coronavirus, Cocoly company has not been in turmoil, it seized the opportunity, continued to firmly believe, and intensified its publicity and promotion efforts around the core brand Cocoly. During the coronavirus, we launched a new promotion model, using live broadcast platforms to promote our brand online. At the same time, we also used the influence of Cocoly's brand to help farmers sell unsalable agricultural products, expand sales channels, and solve their practical problems. Through the online live broadcast of Cocoly, flowers in Yunnan, litchi in Guangdong, and kiwifruit in Sichuan had good sales. 

As the leader of granular water-soluble fertilizer, our goal is to let global agriculture get good harvest. Even during the coronavirus, our pace of opening up new markets internationally has not stopped. The agent from Peru was the one we met during the coronavirus, He said, "Due to the coronavirus, many products lack competitiveness, leading to a decline in sales. We have been looking for a special product with guaranteed quality for many years to help us improve the market competitiveness and promote the development of our company. At this time, Cocoly appeared.”

In the face of many uncertain factors, if a company does not have a clear strategic layout and an overall view of danger in times of peace, whether it is a coronavirus, a trade war, or a natural disaster, any small tipping point can bring down an immature company. As a Chinese agricultural brand exported to 22 countries, Cocoly has been leading the development of granular water-soluble fertilizers. Cocoly shoulders the mission, makes the strategic layout in advance, always focuses on Cocoly a single product as the core. No matter what kind of adversity can not overwhelm us, this will only become the driving force for our growth.

Why only focus on one product , "Cocoly"?

In the early stage of Cocoly company's establishment, it had hundreds of products, covering almost all categories of fertilizers. In 2013, this company created a new category of granular water-soluble fertilizer and named it "Cocoly". We made a difficult decision that we cut off all the products and only focus on the single product Cocoly. After making this decision, many customers asked us to send other products, but we all refused because we were determined to only focus on Cocoly.

When Cocoly granular water-soluble fertilizer appeared for the first time, everyone asked, what is granular water-soluble fertilizer? Such a category never heard of, how can you convince others? But 8 years later, thousands of imitation products appeared constantly on the market. And granular water-soluble fertilizers have entered thousands of households. In the agricultural industry, Cocoly is also known as the founder of granular water-soluble fertilizer. This proves that we have made the right choice.

Cocoly company focuses on the development of one product, gives play to the spirit of craftsman, and constantly improves the quality and service of product centered on one product, Cocoly. As a pioneer in this industry, we continue to lead the development of the granular water-soluble fertilizer category.

Cocoly exports 22 countries. What is the strategic layout of Cocoly in the international market?

In 2015, in response to the national “The Belt and Road” policy, Cocoly actively explored overseas markets. In the past, China's agricultural companies mainly exported raw materials. And Cocoly chose to export as a brand, and let Cocoly, the founder of granular water-soluble fertilizer, go abroad, and into the world.

Through visiting countries along the Belt and Road, we found that most countries’ agriculture is in the development stage, and farmers do not have the concept of granular water-soluble fertilizer. As the founder, we shoulder the mission of letting the global agriculture get good harvest. To promote the new category, farmers need to see the actual effect of the product, and to export the brand, we need to wake up the brand awareness of agents and teach them how to promote the brand.

Therefore, we will position the overseas promotion strategy as brand exports. We have brought a series of mature plans of domestic brand building to foreign countries and taught them to agents without reservation so that farmers all over the world can use Cocoly. A customer from Egypt said, "Our planting level in Egypt is relatively low, and we are not very accepting of products at high prices. I have imported the best fertilizers from many countries, but it is difficult to find such a good product that has unique effect as Cocoly fertilizer, they are willing to go to Egypt to teach me the team to promote the brand".

Cocoly has brought the joy of increasing production and income to developing agricultural countries, bringing new hope to local farmers, and also confidently opening up the agricultural market of high-tech countries. Brazilian customer told us: "Cocoly has shown magical effects on a variety of crops, and the emerging technology of granular water-soluble fertilizer provides convenience for Brazilian agriculture." At the same time, our product is also used in hydroponics, seed treatment, and other strict requirements on product quality of agricultural technology.

Now Cocoly granular water-soluble fertilizer has been exported to Brazil, South Korea, Peru, Mexico, Egypt, India, and other 22 countries and regions, so that local farmers feel the joy of harvest! The constant feedback from abroad has also given us the confidence to focus on granular water-soluble fertilizer. 

Cocoly cultivates the market carefully. As the founder of granular water-soluble fertilizer, we believe that as long as a product is done to the extreme, we can overtake in this segment of the curve, relying on its excellent quality and brand influence to bring Cocoly to every corner of the world.

Shandong Cocoly Fertilizer Co.,Ltd.
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