2024 Albaugh｜Rotam China Strategic Customer Conference Held: Growth against Challenges Demonstrates Strength; Forward-looking Deployment Leads Future

On January 15, 2025, Albaugh｜Rotam China Strategic Customer Conference was held in Kunshan, China, under the theme ″Gathering for breakthrough, partnering for win-win.″ 

The event brought together executives of Albaugh's U.S. and Asia-Pacific headquarters, nearly 200 strategic key customers and retailer representatives across China, and primary media to witness the great moment.

At the conference, all guests gathered together to review the hard work of Rotam China in 2024 while analyzing the current changing trend in the agri-input industry, with the outlining of a joint vision and blueprint for 2025. This annual conference is not only a demonstration of Rotam China's determination to work together with all partners to move forward and make outstanding achievements but also a grand gathering of strength for the realization of potential. 

From left to right:

Prabhakar Kumar, Vice President Marketing  of Albaugh Asia Pacific 

Cristina Wu, President of Albaugh Asia Pacific  

Jens Thorsen, Chief Marketing Officer of Albaugh 

Bond SUN, Vice President of Albaugh Asia Pacific and General Manager of Rotam China

Rotam China’s 2024 performance shows steady growth against challenges; Albaugh Group expects to achieve better performance in 2025

Jens Thorsen, Chief Marketing Officer of Albaugh 

Jens Thorsen, Global Chief Marketing Officer of Albaugh Group, addressed the event and spoke highly of Rotam China’s outstanding performance amid the fierce competition in the agri-input industry in 2024, saying that the global agri-input market is a highly competitive market, where Rotam China could achieve steady growth and make significant contributions to Albaugh Group. Jens Thorsen gives full recognition of Rotam China’s strong market foundation in China and in-depth strategic cooperation with a variety of world-renowned agrochemical companies in the expectation of another splendid achievement in 2025.

In 2024, Rotam China achieved performance growth via its resilience and innovation capability; in 2015, they are looking at high-quality development through dual-brand operation. 

Bond SUN, Vice President of Albaugh Asia Pacific and General Manager of Rotam China

Bond SUN, Vice President of Albaugh Asia Pacific and General Manager of Rotam China, said that Rotam China remained resilient and innovative in 2024, having made positive responses to industry challenges and achieved steady growth in performance. In terms of business operation, outstanding results were achieved in crop protection and crop nutrition, including the launch of a variety of new products in close cooperation with international companies. In the interim, diversified and efficient brand promotion and digital marketing contributed to the reinforcement of market position, whilst distribution channels have been built step by step.

Looking ahead to 2025, Bond SUN stated that Rotam China is prepared to follow its dual-brand strategy to make forward-looking and high-quality deployment. On the one hand, Rotam China will strengthen cooperation with suppliers to stabilize the foundation of supply, focus on field crops and specialty crops to exploit the potential, promote digital marketing and improve efficiency, lay stress on end-use consumption, and ensure smooth distribution. On the other, Rotam China will endeavor to increase its market coverage area, continue the effort on the development of the Golden Eagle Club customers, foster million-yuan-sale flagship retail stores, optimize the layout and quality of distribution channels, enhance competitiveness and influence by all means to achieve sustainable development.

In 2024, Rotam China achieved steady performance growth, driven by brand and strategy adherence; in 2025, Rotam China will implement innovative brand promotions from a multi-dimensional perspective. 

Steven ZHOU, Director of Business Marketing Department of Rotam China

Steven ZHOU, Director of the Business Marketing Department of Rotam China, shared the following views: In 2024, the agri-input  market faced various challenges.. During this challenging period, the Business Marketing Department of Rotam China firmly adhered to the company’s brand-driven business operation strategy, organizing a number of large-scale brand operation activities during the year.

Looking into 2025, the Business Marketing Department has made clear its strategic direction of brand operation. They will carefully watch policies and regulations, changes in the economic environment and crop protection market, the latest technology development, and mechanisms of response. Meanwhile, they will strengthen brand influence, optimize management of registrations, explore further potentials of key products and crop protection markets, make innovations in digital marketing, expand cooperation with suppliers, and strive to enhance Rotam’s brand influence to a new high.

Multidimensional strategies, such as the development of excellent products, solid distribution channels, and appealing brands, could continue to grow performance; strategies in 2025 are expected to facilitate performance growth to a new high. 

Hardy LI, Director of the Business Sales Department of Rotam China

Hardy LI, Director of the Business Sales Department of Rotam China, said that supported by multi-dimensional strategies, such as the development of excellent products, solid distribution channels, and appealing brands, the performance in 2022 – 2024 continued to grow to which key products in crop protection contributed a lot. In 2025, the sales team is prepared to strengthen cooperation with suppliers to accelerate the commercialization of new products, enhance refined management of distribution channels, focus on the operation of Golden Eagle Club and key retail stores, and make good use of brand promotion and digital publicity to achieve the goal. 

Based on formulation technology and a diversified product line, Rotam China will continue to innovate and deploy new products to promote applications for a wider variety of crops.

Kent XIN, Director of Strategic Marketing Department 

Kent XIN, Director of the Strategic Marketing Department, shared information on new product development and progress: Rotam China owns advanced formulation technology and a rich product line covering various formulation types. In addition to a number of new products in the process of registration, Rotam China is preparing new product registration every year, as Rotam China regards registration as a critical asset to support its long-term business development.

Han Luming, Vegetable Crop Manager, Lin Wei, Fruit Crop Manager, and Ye Jian, Field Crop Manager, Rotam China Business Marketing Department, each shared their market insight and strategic plans for their respective business fields.

Han Luming said that Rotam China’s vegetable crop business line would concentrate on key product categories, cutting-edge novel products, and distribution channels in key provinces to develop the vegetable crop business in an all-around way. Lin Wei pointed out that, in 2025, the fruit crop team would organize a variety of project activities to facilitate the development of the fruit crop business. Ye Jian spoke about Rotam China’s diverse rice product line, where a variety of new products are expected to significantly contribute to the control of diseases, pests, and weeds to ensure an increase in yield and income.

Zhuang Wenhai, Project Manager of bulk Herbicides, and Huang Min, Project Manager of Digital Marketing, shared Rotam China’s business strategies in major herbicides and digital marketing.

Lastly, Rotam China presented awards to outstanding partners who performed exceptionally well in key product sales, digital marketing and other fields in 2024, in recognition of their outstanding contributions. 

In addition, Bond SUN summarized the conference, emphasizing that no matter how times change, the pace of reform and progress will never stop. Longdeng China will firmly implement all the established strategies in 2025. This is not only a requirement for the team, but also a promise to every partner. Looking back on 2024, we had both regrets and gains; looking forward to 2025, we are full of anticipation, eager to achieve more ambitious goals and reap more fruitful results!

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