Xinyangfeng Builds Three-Dimensional Brand Matrix, Shining on Tenth China Brand Day

May 10, 2026 marks the tenth China Brand Day, a significant occasion witnessing the transformation of China’s brand building from "having brands" to "having high-quality brands". In the seemingly traditional phosphating industry, Xinyangfeng has, through decades of practice, constructed a three-dimensional brand matrix, supporting its development from a single phosphate compound fertilizer business to a modern enterprise with dual core businesses of "phosphate compound fertilizer + phosphorus-based new energy materials".

As a leading enterprise in the industry, Xinyangfeng now boasts total assets exceeding 20 billion yuan and more than 8,000 employees, with 14 modern production bases distributed across 10 provinces in China. China Phosphate Compound Fertilizer Industry Association released industry big data showing that Xinyangfeng’s two core products, compound fertilizer and monoammonium phosphate, both ranked first in output among domestic manufacturers, with compound fertilizer maintaining the top position for many consecutive years. In 2025, the enterprise achieved an operating income of 18.048 billion yuan and a net profit of 1.612 billion yuan.

Driven by its mission, vision and future orientation, Xinyangfeng has extended its main business to dual core sectors by leveraging its advantages in the phosphate ore and phosphating industrial chain. Phosphoric acid iron and lithium iron phosphate projects have been launched or planned in Jingmen and Yichang, Hubei Province, and its phosphoric acid iron products have entered the supply chain of leading domestic new energy battery enterprises. In January 2026, at the Hubei Brand Building Conference, Xinyangfeng won the "China·Hubei Brand Value Certificate" with a brand strength of 855 and a brand value of 8.966 billion yuan. China Brand Building Promotion Association and China Appraisal Society also recognized its brand value at 9.029 billion yuan in 2025.

Xinyangfeng has built a clear product brand matrix to break the prejudice that fertilizers have no technical content. Its four major brands, Yangfeng, Aoteer, Lekaihuai and Lisanuo, cover the entire market with distinct positioning, supported by a sales network of over 6,000 first-level distributors and 70,000 terminal retailers, with products exported to nearly 40 countries and regions. Its high-end fertilizers, developed with improved European tube reactor technology, are soil-friendly, while products added with ARC bacterial agents have achieved remarkable yield increases in field trials. CCTV and People’s Daily have reported that the ARC biological coupling technology, industrialized by Xinyangfeng, has been promoted in over 500 demonstration sites nationwide.

Talent is the foundation of brand development, and Xinyangfeng has built a strong employer brand with the slogan "Phosphorus for the Future, You Make It Brighter". It was awarded the "Best Employer" in 2025 by Wuhan Institute of Technology, and has established in-depth cooperation with Peking University, Wuhan University and other institutions to build a complete talent training system. Its "Hundred Talents Program" has cultivated more than 80 backbones since 2017, who grow from front-line operators to technical and management elites.

The party building brand serves as the "red card" driving Xinyangfeng’s development. With 2 general Party branches and 21 Party branches, the enterprise integrates party building with production and operation, launching practices such as the "one post, multiple abilities" mechanism to stabilize production and stimulate employee enthusiasm. Dongbao District Organization Department noted that Xinyangfeng’s party building brand has effectively enhanced the centripetal force of its staff.

Xinyangfeng’s practice demonstrates that a brand is a three-dimensional ecological system. Moving forward, it will continue to promote technological innovation, expand the application of new technologies, deepen the dual-core business layout, and strive to become a century-old enterprise, serving as a vivid example of "Chinese Brands, Shared Globally; National Trendy Brands, Building the Future".