"Great Wall", "Kunlun", "unity" to force high-end market
With the strong rise of domestic brands of lubricants such as the Great Wall, Unity, and Kunlun, China's lubricant market is undergoing profound changes. According to the latest data, China's lubricant production in 2004 reached 4,642,900 tons, up 13.6% over 2003. In the high-end lubricants market, before 2003, foreign brands such as Shell and Meifu accounted for 80% of the market; by 2004, this proportion has dropped to 60%. Industry sources said that domestic lubricants have ushered in the rapid development of the spring.
The one-year plan is spring. The three major domestic lubricants have once again turned their strengths this spring and have sailed into the new brigade. After a revolutionary advertising campaign, this year, the high-end market for China's lubricating oils evokes moving stories.
"Great Wall" trip to the ocean: Snow Dragon landing high-end marine lubricants market. On April 2nd, Sinopec held a celebration at the “Xuelongâ€, an Antarctic expedition ship anchored at the Minsheng Wharf in Shanghai’s Pudong Port. Sinopec Great Wall Lubricating Oil, as the only designated hull oil for the “Snow Dragonâ€, provided stable and reliable lubrication protection for the Antarctic expedition that lasted more than 150 days.
It is understood that the Antarctic expedition ship set sail from Shanghai, China, which is located in the northern hemisphere. It crosses the equator and arrives at the South Pole. It travels 26,000 nautical miles and undergoes a monsoon shift. Prior to this, the “Snow Dragon†marine lubricants all use international famous brands, and the use of domestic lubricants is still the first time. Insiders pointed out that the successful cooperation between Great Wall Lubricants and "Snow Dragon" marks that the Great Wall brand has gained an authoritative recognition in the field of marine lubricants. It can be seen that, following the initial success of the brand and channel integration, Great Wall Lubricant will exert its influence on domestic and international high-end marine lubricants, thus further improving its multi-industry three-dimensional market layout.
China's marine lubricants market has been dependent on imports since the reform and opening up. Chevron, Texaco, Elf and other well-known foreign brands have been holding the main share of the mainland and Hong Kong market. In recent years, along with the strengthening of the competitiveness of domestic lubricant companies, the inland and coastal shipping oil markets have been eroded by domestic companies. However, due to its own comprehensive strength, domestic brands still have difficulty in posing a substantial threat to offshore brands in the high-end marine lubricants sector. The Great Wall Lubricant's involvement in the marine lubricants market will inevitably attract the attention of people from all walks of life, and is expected to change the existing market structure.
The “Kunlun†polar tour helped the expedition to prove the quality of the oil. China's Antarctic scientific expedition of the Snow Dragon ship uses Sinopec Great Wall Lubricant, but the name of the scientific expedition team is called "Kunlun." The four snowmobiles travelling on the Antarctic ice sheet to the Hail A area are using CNPC's Kunlun lubricants.
On April 1st, in Beijing, the “Awards of the Ice-capturing World, the Debriefing of the 21st Antarctic Ice Cap Kunlun Scientific Expedition Team†was held in Beijing. The team members told the reporter that Kunlun’s help in the Antarctic scientific expedition was a complete success. It has greatly enhanced China’s voice and influence in the affairs of Antarctica, and has made tremendous contributions to China’s scientific research undertakings. On the other hand, in the harsh environment of the Antarctic Hail Area of ​​minus 58.4 degrees, The four snowmobiles powered by Kunlun have survived severe tests. Kunlun Lubricants has confirmed to consumers its high-tech content and superior quality.
Li Xuesheng, captain of the Icecap expedition team, said: “When we reached the top of the ice sheet, we built a monument with a barrel of Kunlun Lubricating Oil and put our five-star red flag flying high here.â€
The "unified" cruel tour: The Dakar Rally composes legends of oil. On March 30th, the heroes of the Chinese Paladin team who participated in the 2005 Dakar Rally and achieved outstanding results came to the Beijing team to use the company's designated lubricant manufacturer, Beijing United Petrochemicals Co., Ltd., to celebrate Paladin with the employees of Unipec. The team has achieved remarkable results with the support of a unified lubricant.
Palatin team leader Hu Xuejun told the reporter that the Dakar Rally, which is known as the “Automobile Olympicsâ€, is the longest and most brutal rally event in the world. Since its birth in 1979, this game has claimed a total of 45 lives in 27 years. Being able to participate in this rally requires not only the perseverance to go all the way, but more importantly, the car and driver must have such ability. Similarly, sponsors also need to have a leading level. It turns out that the unified lubricants have a world-class technical level and that unified support is an important guarantee for Paladin’s outstanding performance.
International lubricating oil companies have always attached great importance to various auto races, and have used the event as the most stringent test for the quality of lubricants. Yao Qi, deputy general manager of UPC, said that the link between lubricants and cars through the most difficult races such as the Dakar Rally can demonstrate the ability of lubricants to challenge the limits. The unified lubricants are produced using the most advanced basic materials, formulas, additives and other related technologies in the world, especially for new engines such as the Paladin team. The SL grade of unified lubricants has superior coping capabilities. Through competitions, they tested the ability of Chinese brands to meet world-class brand challenges.
Market research agency reports and related statistics show that the top three domestic brands of domestic lubricants have achieved unprecedented growth, while foreign brands that have had brand advantages over the years have grown slowly –
“Great Wall†won the title of “China's Loyalty for Automotive Lubricantsâ€. In late March of this year, the CMMS, a domestic market monitoring agency, released a survey report of the most competitive brands in China in 2004. According to the report, in the “China Locomotive Lubrication Consumer Loyalty†survey, Sinopec Great Wall Lubricants surpassed international brands such as Shell and Mei Foo in one move, ranking first in consumer loyalty. According to reports, this is the first time that domestic lubricant companies have surpassed foreign brands in this important indicator of brand loyalty.
The products and propaganda launched with the concept of “appropriate for road conditions in China†have accurately hit the psychological needs of Chinese consumers and have won a considerable market “return rate†for the Great Wall. According to statistics, in 2004, the sales of Great Wall Lubricants exceeded 1.26 million tons, which accounted for one-third of the domestic high-end market, and doubled sales in the high-end market. The goal of Sinopec Lubricants Company is that the Great Wall will surpass the “foreign brand†in China's high-end lubricants market after three years.
An important reason for the success of the Great Wall should be attributed to brand integration. In the past, Sinopec Corp. has a number of lube brands such as Haipai, Nanhai, Yiping, and Global, each with its own separatist side, and each with its own responsibilities. The prices of its products vary, its sales channels are sluggish, and its operating costs remain high. Sinopec began by optimizing the allocation of resources, disposes of the problem, and integrated the brand into the name of the Great Wall. After sponsoring F1 and marching into the Olympic Games, Great Wall Lubricants gained unprecedented development.
"Unified" ranked first in the "2004 ranking of the most influential brands in China". In January 2005, the “2004 China Most Competitive Brand Survey†conducted by the new generation market research organization showed that the unified lubricants surpassed internationally renowned brands for the first time, followed closely behind Shell and Meifu in ranking “2004 China's most influential brand yearâ€. "The list of domestic brands first.
At the end of 2004, Uni-President and Haier and P&G were jointly rated as one of the "Top 10 Companies Affecting China's Marketing Process." The sales team was also named one of the "Top 25 Chinese Marketing Teams." However, Unipec did not stop development in this regard. They expanded the production capacity of the Wuxi plant, built a factory in Xi’an and expanded it in Beijing...
Li Jia, general manager of Lubricants Corporation, told reporters that in 2004, the total sales volume of more than 2.15 billion yuan has become China's first brand of automotive lubricants market sales; the unified goal in 2005 is to achieve about 60% market growth, This means that unified market sales this year will reach 3.2 billion yuan.
"Kunlun" is ambitious and has accumulated energy to aspire to high end. The Kunlun Lubricant, which originated from China National Petroleum, is famous for its strength. It is understood that China Petroleum & Lubricating Oil Corporation's sales revenue in 2004 exceeded 6 billion yuan, and its profit exceeded 100 million yuan. All of this is considered to be the result of rich financial investment in lubricants. According to Liao Guoqin, general manager of China National Petroleum Corporation, said: "In 2004, our advertising investment was 124 million yuan."
However, industry analysts believe that the “Kunlun†brand under CNPC Lubricants is a “newborn†born in recent years, and the “Flying Skyâ€, “Seven Starsâ€, “Daqingâ€, etc. that were originally scattered in various branch companies. The old lubricating oil brand has not been integrated, which to a certain extent has affected the market competitiveness of China's oil lubricating oil. It is understood that after the Spring Festival in 2005, the brand integration action of China National Petroleum Corporation has been fully accelerated, and the original old brand name will no longer appear on the product packaging; at the same time, the integration of the lubricating oil marketing system is also in full swing. As China's largest oil giant, CNPC is trying its best to build the "Kunlun" brand, which cannot be ignored.
An important reason for the success of the Great Wall should be attributed to brand integration. In the past, Sinopec Corp. has a number of lube brands such as Haipai, Nanhai, Yiping, and Global, each with its own separatist side, and each with its own responsibilities. The prices of its products vary, its sales channels are sluggish, and its operating costs remain high. Sinopec began by optimizing the allocation of resources, disposes of the problem, and integrated the brand into the name of the Great Wall. After sponsoring F1 and marching into the Olympic Games, Great Wall Lubricants gained unprecedented development.
"Unified" ranked first in the "2004 ranking of the most influential brands in China". In January 2005, the “2004 China Most Competitive Brand Survey†conducted by the new generation market research organization showed that the unified lubricants surpassed internationally renowned brands for the first time, followed closely behind Shell and Meifu in ranking “2004 China's most influential brand yearâ€. "The list of domestic brands first.
At the end of 2004, Uni-President and Haier and P&G were jointly rated as one of the "Top 10 Companies Affecting China's Marketing Process." The sales team was also named one of the "Top 25 Chinese Marketing Teams." However, Unipec did not stop development in this regard. They expanded the production capacity of the Wuxi plant, built a factory in Xi’an and expanded it in Beijing...
Li Jia, general manager of Lubricants Corporation, told reporters that in 2004, the total sales volume of more than 2.15 billion yuan has become China's first brand of automotive lubricants market sales; the unified goal in 2005 is to achieve about 60% market growth, This means that unified market sales this year will reach 3.2 billion yuan.
"Kunlun" is ambitious and has accumulated energy to aspire to high end. The Kunlun Lubricant, which originated from China National Petroleum, is famous for its strength. It is understood that China Petroleum & Lubricating Oil Corporation's sales revenue in 2004 exceeded 6 billion yuan, and its profit exceeded 100 million yuan. All of this is considered to be the result of rich financial investment in lubricants. According to Liao Guoqin, general manager of China National Petroleum Corporation, said: "In 2004, our advertising investment was 124 million yuan."
However, industry analysts believe that the “Kunlun†brand under CNPC Lubricants is a “newborn†born in recent years, and the “Flying Skyâ€, “Seven Starsâ€, “Daqingâ€, etc. that were originally scattered in various branch companies. The old lubricating oil brand has not been integrated, which to a certain extent has affected the market competitiveness of China's oil lubricating oil. It is understood that after the Spring Festival in 2005, the brand integration action of China National Petroleum Corporation has been fully accelerated, and the original old brand name will no longer appear on the product packaging; at the same time, the integration of the lubricating oil marketing system is also in full swing. As China's largest oil giant, CNPC is trying its best to build the "Kunlun" brand, which cannot be ignored.
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