Sinofert, part of the life science sector under Sinochem Holdings, serves as the strategic operating entity for the crop nutrition business. The company was the first in China’s fertilizer industry to be listed on the Hong Kong Stock Exchange. It is now one of the nation’s major distributors of agricultural inputs, with a network covering 96% of arable land. Supported by over a thousand field technicians, it serves more than 50,000 agricultural customers and 40,000 industrial clients.
As China’s agriculture is entering a stage of high-quality development, the industry is facing various pressures such as efficiency-driven policy requirements, long-term soil health challenges, and increasing uncertainty from extreme climate conditions. At the same time, technological advancements and industry restructuring are reshaping the competitive market.
In response, Sinofert introduced its “Bio+Strategy” action in 2022. And in early 2025, the company partnered with LABBRAND to launch a comprehensive brand revitalization project. The initiative aims to strengthen the company’s market competitiveness and to drive forward the strategic implementation. LABBRAND’s team mainly focused on understanding the company’s cultural foundations, strategic direction, and technological strengths, with particular attention to how biotech, digital tools, and intelligent solutions will shape the future of agriculture.
LABBRAND applied the Brand Power House to guide the brand renewal of Sinofert through Leadership, Influence, and experience.
LABBRAND supported Sinofert through a systematic and strategic brand renewal. The work focuses on clarifying the brand’s future role within crop nutrition, refining the meaning at the core of the brand, and building a renewed architecture that reflects its long-term direction. This project defined a clear growth pathway for the brand, including short, mid, and long-term communication and marketing priorities. A corresponding brand management framework was also established to guide consistent implementation and ensure the renewal is effectively carried through across the organization.
In the purpose of accelerating the biological agriculture development in China, LABBRAND helped Sinofert to position itself as the leader in the crop nutrition and health industry. This reflects a strategy shaped by insight and commitment to the future—a promise not only to support the growers but also to showcase a responsibility to China’s agriculturalists. As a result, everything converges on the core position of “Healthy Crops, Thriving Land.”
Ultimately, these words are more than a slogan; they express a belief that healthy crops enrich the soil, fertile soil sustains agriculture, sustained agriculture supports farmers’ livelihoods, and farmers’ stability fundamentally enables a thriving society.
This brand renewal is not an endpoint, but the starting point of Sinofert’s commitment to the future of agriculture. It starts with growers’ stability, extends to the resilience of agriculture, reaches into the well-being of families, and finally mentions whether future generations can inherit fertile land.
Sinofert’s brand revitalization is not an endpoint but a starting point for the brand’s ongoing journey toward the future of agriculture. It is about ensuring that farmers can move forward with confidence, that agriculture can continue to thrive, that millions of families can eat safely and live well, and ultimately, that future generations inherit truly fertile land.
About Sinofert
Sinochem Fertilizer Co., Ltd., (formerly Sinochem Hong Kong Holdings Limited) operates across the full agricultural value chain, spanning resources, R&D, production, distribution, and agrochemical services. Following the 2005 acquisition of China Fertilizer (Holdings) Company Limited and its subsidiaries, the company was listed on the Hong Kong Stock Exchange (Stock Code: 00297), becoming the first fertilizer enterprise in China to do so. The company plays a dominant role in the global fertilizer market as a member of the International Fertilizer Association (IFA) and one of the 17 governing units of the International Plant Nutrition Institute (IPNI). With over 60 years of international trade experience and a strong global network, Sinochem Fertilizer remains a primary channel for China’s fertilizer imports.
The company has built one of China’s leading distribution service networks across major agricultural provinces and counties, covering 95% of national arable land. It continues to advance a global resource acquisition strategy and holds phosphate reserves ranked among the top ten in the country.
About LABBRAND
Founded in 2005 in Shanghai, LABBRAND (朗标) is a leading global brand consultancy. Headquartered in Shanghai with international offices in Paris, New York, Singapore, and Kuala Lumpur, LABBRAND leverages deep expertise in Naming, Strategy, Research, Design, Branding, and Innovation to deliver precise brand solutions for clients worldwide, helping them drive brand innovation and grow brand equity in a constantly changing business environment. As a trusted partner in brand innovation, LABBRAND has been recognized by top global media and awards bodies, winning 70+ international honors, including iF, Red Dot Design Award, London International Awards (LIA), and Transform Awards (Asia, North America, Europe).
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