Wedoany.com Report-Dec.8, Sichuan Lier Crop Science marked its 10th anniversary on November 17 with a strategic product launch event that highlighted the company's rapid growth and evolving business approach in China’s crop protection sector.

In just one decade, Lier has reached annual revenue exceeding one billion yuan and sold nearly 40,000 tonnes of glufosinate formulations in 2024, capturing roughly one-third of the domestic market for this active ingredient. Hua Rongjun, Secretary-General of the China Association of Pesticide Development and Application, described the company's progress as remarkable.

General Manager Yuan Yong explained the company's shift in philosophy: "Are we running a hospital or a pharmacy? If you run a pharmacy, it is fine just running production with decent technology. However, our idea is: To become a crop hospital." This service-oriented model gained credibility after a nationwide product recall and replacement in 2015 eliminated customer complaints about its Xianniu brand and established a reputation for reliability.

In 2025, extreme weather tested product performance across major growing regions. Prolonged drought in Henan wheat fields followed by heavy rain affecting corn harvest provided real-world validation for Lier's Ximeishou plant health solution. On-site trials lasting over 40 days showed yield increases of more than 300 catties per mu in drought-affected areas and over 200 catties per mu in normal fields.

Lier's plant health strategy rests on two core technologies. The first is immune activation technology based on 1,2,3-thiadiazole-5-carboxamide,4-methyl-N-(5-methyl-2-thiazolyl)- developed by Professor Fan Zhijin's team at Nankai University. Lier holds 13 related patents. The second is targeted nutrition from selected plant extracts that balance immunity enhancement with yield improvement. Field demonstrations in Anhui soybean crops recorded a 58% yield increase compared with standard treatments.

In burndown weed control, Lier is standardising application packages by crop type, root system and environmental conditions to reduce misuse risks and improve safety for growers.

Deputy General Manager Liu Xiaowei outlined a strategic pivot: the company is increasing investment in independent product registrations in major global markets. More than ten technical registrations are expected within the next two to three years, enabling over fifty new formulation registrations for the domestic market by the third quarter of 2026. The focus is shifting from active ingredient supply to branded formulation innovation and direct terminal-market presence.

Yuan Yong emphasised deep market penetration: "Our key market strategy is to get into deep down to rural areas; we would analyze and plan distribution to each single county." The "Lier Star" programme integrates end-users into the service system, building long-term confidence through demonstrated results.

Looking ahead, Lier Crop Science positions technology-led solutions and comprehensive grower support as the path to sustainable growth amid industry consolidation and climate challenges, aiming to make crop protection simpler and more reliable for farmers nationwide.