(Source: AgroPages.com)

Rainbow(Http://www.rainbowagro.com) established in 2000, after 13 years’ development, their sales revenue reached USD450 million in 2013. In the first half year of 2014, their sales revenue is about USD290 million, and estimated to reach around USD550 million for the whole year of 2014. Since starting market exploratory development in Argentina and Australia in 2008, Rainbow gradually walking into the international market. Recently, they also  invest to build a factory in Panama. Through these years’ explore and develop in international market, Rainbow progressively build up their clear market strategy: Invest to build "Rapid Market Access Platform"; Win-win with strategic market partners based on the platform; Continuous market-driven innovation to protect and deliver added value for this platform and their market partners. In brief,  their strategy can be summarized into three key elements: Platform, Partner, Innovation.

Platform: Rainbow already invested to build "Rapid Market Access Platform" in 37 countries in Latin America, Asia-Pacific, Africa and East Europe areas, and still plan for more countries in the near future. The most important characteristic of their platform is to provide complete and comprehensive services, which enable their market partners quickly enter into agrochemical market. Such services mainly comprise: Global registrations with complete portfolio; New products development based on market research;  Competitive cost with high quality supply; Financial support……The core for supporting this platform is reserving products registration in advance to help market partners directly launch products into market. Now Rainbow already get more than 1300 registrations in the above 37 countries, and more than 3500 applications are in the evaluation process of different countries’ authorities, still more products’ registration are under preparing.  

Partner: During the development of international market, Rainbow recognized their limitations in localization: no experienced team for local market, inadequate experience on local distribution channel and brand construction,  no experience to control credit risk of distribution channel, etc. So they came to the conclusion: they need find the right market partner to use their platform and achieve win-win together. Usually they started to look for right strategy market partners once their platform preliminary built. And through careful screening and negotiating to determine their partners, in order to realization of complementary advantages and achieve win-win cooperation. 

Innovation: Rainbow realized that innovation should be the core for enhancing attractiveness and maintaining value of their platform. Without innovation, their business model can be easily copied. As a generic agrochemical company, Rainbow know it’s difficult to make a breakthrough on developing new active ingredient, so they put forward “Continuous market driven innovation” as their guidance. At current time, Rainbow’s innovation mainly focused on: Upgrade formulation of main active ingredients with patent protection; Product customization based on market demand and market research; Quick, advance registration and introduction of potential products into new market…... Rainbow enhanced their platform’s attractiveness through such continuous innovation, as well as provided more added value and benefits protection for their market partners. Meanwhile, due to the win-win idea with right market partners, Rainbow shared the market added value and got guarantee of long-term interests, which enable Rainbow successfully transformed from a pure agrochemical plant to a market-driven company.

Rainbow’s logo with the word “Innovation changes future”, indeed, it is innovation that changes the future of Rainbow……