In October 2003, it was the first time for Chinese lubricants brands to wrestle and compete.
After the Great Wall Lubricants continuously opened model stores and car care centers, Uniform Petrochemicals has not been idle. Its multi-functional marketing center has already started operations after the “11′′; after the United States and Iraq war on Uniform Petrochemicals made great advertisements in CCTV, it will After the unification of the brand “Star,†Great Wall Lubricants released the news that it provided lubrication for China’s first manned space flight and the Great Wall brand entered the space with “Shenzhou Vâ€.
â– Lubricating oil market faces triple defects
Some industry insiders commented that the domestic lubricants market is in an embarrassing situation of blind consumption, counterfeiting of images, and decentralized market share.
More and more new cars are listed overseas in the same period, and the demand for lubricants is also getting higher and higher. However, national standards and users' understanding of lubricants are not in sync with the international market. Mazda 6 requires the quality level of lubricating oil to be SL grade, but the national standard still stays in SF; private car owners are no longer full-time drivers of the year, not only lack of common sense of car maintenance, more people just drive, regardless of maintenance, engine cover Never opened, let alone change the tires, select the oil.
There are many brands of lubricants on the market, and there are more products with similar names and packaging. A new package comes out for a month and there are counterfeits on the market. Sometimes imitations are more like prototypes than prototypes—“unity†can become “masters†and “Great Wall†can also become “New Great Wallâ€. Meet this kind of "brother twins", that is, acquaintances have to stay for a while.
Market share is low. According to the “Lubrication Horizons†survey results, in 2002, the market sales volume of Lubricants for Internal Combustion Engines issued by Lubricating Oil Company ranked second in the industry, but the market share was only 4%, and the fifth place occupied the market. The rate is only 2%. This figure is a joke for the lubricant industry with 4,500 lubricant blending plants. No matter how many meters, you can only eat porridge and can not eat fried rice with eggs.
â– Unity: Contradictions and paralysis can be transformed
General Li Jia, general manager of Lubricants, said that since the contradictions can be transformed into one another, such a flaw can be transformed into an opportunity for the development of the company. If Uniform can use this opportunity to become the first brand of China's lubricants, it can not only establish its position in the lubricant industry, but also stabilize product prices and gain the industry's first voice.
It is understood that the unified lubricating oil was proposed in early 2003 as the slogan of "China's first brand of lubricants." After one year of basic work, it has gained benefits in product quality, dealer network, establishment of service platform, increase of production capacity, and increase of popularity.
Since 2002, Uniform Lubricants has started to use the same raw materials and additives as Mobil and Shell. They have successively passed the authority recognition of Mercedes, BMW, Porsche and other automakers. By the end of 2002, Unipec had 1,300 first-tier dealers. , Second-tier distributors 13,000, initially established a two-tier dealer network nationwide. Remote parties such as Shigatse in Tibet and Sanya in Hainan have unified petrochemical dealers. The establishment and implementation of ERP systems helped Unisoft Petrochemicals thoroughly solve information transfer within the company. The bottleneck, the realization of data sharing, and streamlining the channels for improving work efficiency, are not visible to those who have orders but cannot complete production; as of the end of September 2003, they have had 300,000 tons of small packages and 100,000 tons of bulk lubricants. Capacity. It is expected that 200,000 tons of production and sales will be realized in 2003 and 350,000 tons in 2004, becoming the leader in the industry. According to reports, in the entire production process of lubricants, the three processes of oil transfer, reconciliation and testing take time. Uniform investment of 240,000 yuan to purchase equipment from Canada for pour point testing, which took 8 hours from the original process to 8 minutes; from the United States to purchase harmonic pulse technology, the time to reconcile 1,000 tons of oil was shortened from the original 18 hours To 9 hours.
â– Great Wall: Do not speak out when the runner-up
Compared with unified ambitions, the idea of ​​the Great Wall is relatively low-key - to achieve "sit two for one" in three to five years.
Song Yunchang, deputy manager of Sinopec Lubricants Company, told reporters that the promotion of the second runner-up within three to five years, as soon as possible to break the embarrassing situation of domestic high-end lubricants market monopolized by foreign brands is the goal of the Great Wall people struggle. According to reports, Great Wall Lubricants' ranking in the high-end market has risen from seventh from five years ago to third place last year. In 2003, sales volume increased by 40% compared with the same period of last year.
According to market experts, the positioning of the Great Wall in the second place is to start a pragmatic performance. In today's market, the status of a competitor is just as important as its status, and sometimes even more important. In each person's mind, brands and brands are classified and corresponding steps are established. Use competitors to build their own ladders in the hearts of consumers. Behind the positioning of the Great Wall, there must be a master point of market operation.
Take the US car rental industry as an example. In the car rental industry, Hertz is at the highest level, Ives is on the second floor, and U.S. car rental companies are on the third floor. Avis (Avis) proposed that "Ives is second in the car rental industry. Why do you still find us? Because we work harder" slogan. Avis's comparative positioning made him profitable after losing for 13 consecutive years. In the first year, he made a profit of 1.2 million yuan, the second year was 2.6 million yuan, and the third year was 5 million yuan.
It is worth noting that Ives's profit is not because they work harder, but because they associate themselves with Hertz, who is ranked first, rather than directly with them.
The work done by the Great Wall today is exactly the same as that of Ives.
â– Lubricating industry shuffles next year
Although the size of the Chinese lubricants market has reached 22 billion yuan, 85% of the high-end market share has been dominated by many foreign brands, domestic brands only occupy a low-end market with little profit. Seizing high-end is an imminent crisis for domestic manufacturers. In resolving this “burning eyebrow crisisâ€, Uniform and the Great Wall have taken different approaches.
Uniform Petrochemical executives stated that the unified plan will cancel the production plan of low-grade products in 2004, and will comprehensively shift to the production of lubricating oil above SG to build a brand image of high-grade lubricants. According to statistics, between January and June 2003, sales of lubricants with a uniform SG level or above accounted for 40% of all products of the company, compared with only 14% in the same period of last year; sales of lubricants with SF and below fell from 23% in the same period of last year. To 15%.
The head of the Great Wall Lubricants Marketing Department stated that the professional SPECIALTY, SPEEDY, SMILE, and SATISFACTION's 4S service tenet will help the Great Wall Lubricant's brand image become deeply rooted. Great Wall Lubricant Automotive Service Center will rely on high-quality corporate management talents and technical talents to provide professional automotive maintenance and repair, decorative beauty and cleaning, vehicle rescue services and consulting, automobile tourism and clubs, etc. in the form of chain operations. service.
According to industry sources, with the establishment of rational consumption and brand names, the high-end lubricant market will be reshuffled next year, and many domestic small-scale reconciliation companies will face the danger of “outsideâ€. According to statistics from relevant state agencies, the number of cars in 2002 has exceeded 21 million. According to industry estimates, the number of cars in China will reach 50 million in the next five years, and the number of car ownership will grow at such a rapid rate. Scale, service model, strength and level put forward higher requirements.
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