As the world's second largest consumer of lubricants, the fluctuations in the lubrication industry affect the nerves of the world's lubrication industry. 2013 has passed, and in the past year, the lubricating oil industry has experienced ups and downs but is also not wavering. Inventorying, it is not difficult to find that, in the face of increasingly fierce domestic and international competition, Chinese lubricant brands are gradually on the road to refined competition. The concept of refined competition was first proposed by Great Wall Lubricants, and then widely recognized by the industry.
Lubricant brand embarks on the road of refined competition
This concept means that with the development of the industrial structure of the country and the industry, the development of the lubricant industry will focus on the three dimensions of product, brand and market. At the product level, it is guided by innovative technologies, and it is also necessary to seek diversified, refined and customized solutions to better meet the needs of the market and users; at the brand level, how to find a positioning that meets its own development characteristics and compete in a market with a lot of competitors China stands out; at the market level, the problems are concentrated in channel construction, after-sales service, planning and deepening of local and international strategies, and breaking through opponent barriers.
It can be said that 2013 is the first year of refined competition in the lubricant industry, and it is also the year of rehearsal and rehearsal that opened the picture of more intense competition in 2014. Taking inventory of 2013 may bring new thinking materials to the lubricant industry's response to 2014.
● Product refinement
As a developing country in the world, although the proportion of China's three major industries is unbalanced, their respective totals are still huge, which also puts forward multiple requirements for the lubricant industry. A notable example is that with the rapid increase in China's car ownership, the aftermarket size of automobiles has also expanded, and the demand for automobile oil has also gradually increased.
How to launch products that meet market characteristics and user needs according to China's complex and diverse automotive market is an important criterion for testing the strength of a lubricant company. Taking Great Wall lubricants as an example, in the automotive oil OEM market, Great Wall has established cooperative relationships with 90% of mainstream automobile companies in China, including foreign brands, and its market share has reached 65%. In terms of automotive lubricants, The Chinese lubricant brand represented by Great Wall also has a place.
Not only that, with the increase in the number of urban cars, under the strong siege of haze weather, exhaust purification became the first problem, Great Wall Lubricants took advantage of the launch of Jialan exhaust gas purification liquid, the birth of Jialan can be said to Positive response to China's demands for environmental quality improvement.
From deep-cultivated vehicle oil market to Jialan products that respond to smog, Great Wall has adapted its measures to local conditions in the field of product development. A mature product strategy should be based on market demand, and a keen sense of the market is an important prerequisite to achieve local conditions. For other lubrication brands, whether it is expanding locally or entering the international market, this must be taken into account.