In 2012, China's lubricants market has become an arena for lucrative oil companies at home and abroad. How to win the championship in the increasingly fierce market competition has become an important issue facing major brands. The increase in the difficulty of competition in the lubricants market has prompted the current major lubricant manufacturers to seize the beach terminals and strive for market share. As the most well-known national brand in China, Kunlun Lubricant is winning the market through a differentiated strategy and continues to lead the industry in 2012.
"Main brand + product series" strategic force market segment
Advancing into new areas, developing new products and seizing new markets are the distinctive features of Kunlun lubricants for many years of development. As early as 2005, Kunlun Lubricants realized brand integration and product segmentation on market conditions and its own development characteristics. It has unified more than a dozen of its original brands into the "Kunlun" brand and named it "Tian". Today, Kunlun Lubricant Products (Lipids, Agents) already contains 28 major categories and more than 700 brands, covering almost all models of low, medium and high-end commercial vehicles, environmental models, passenger cars, freight cars, motorcycles, etc. Satisfy the diverse needs of different consumers of lubricants.
According to statistics, in 2011, the output of lubricating oil was 8,265,500 tons. The market has shown an increasingly saturated development trend. Coupled with the introduction of the country’s macroeconomic policies and related laws and regulations, and consumers’ love for eco-friendly models and economic models, they have further proved that: Chemical and subdivision products will become new profit growth points for lubricant companies. As an outstanding representative of national brands, Kunlun Lubricant actively promotes market segmentation strategies in response to market trends and consumers' consumer demand. At present, Kunlun Tianyuan, as a high-end brand of automotive lubricants, can fully meet the lubrication needs of China's top cars and gears and other important components, even to meet the lubrication requirements of vehicles such as trucks, racing cars, and military vehicles, in the high-end market. Has won the favor of consumers. Tianrun products, which belong to the middle-to-high end cars, are currently the main force on the market. They are mainly aimed at the majority of passenger vehicles and have extremely extensive market coverage. For environmental protection and energy-saving fuel engines, Kunlun has also introduced Tianhao series of products to meet the lubrication needs of high-grade, environmentally friendly fuel vehicles such as high-end gas sedans and ethanol gasoline engines. Tianjiao, Tianwei and Tianhong products are constantly upgraded according to market demand. In addition, Kunlun Lubricants has also been through the practice and feedback from the terminal, launched the Tianzhu series motorcycle lubricant products, and further enriched the product line.
The “People, Vehicles, and Oils†concept leads the industry
As the development of the lubricating oil industry becomes more mature, consumers are more concerned with the choice of lubricating oils for brand awareness and recognition of brand value. The consumption characteristics of consumers seeking new products, seeking special products, and diversifying products in the new era have also increased the difficulty of lubricant manufacturers' sales. Therefore, how to win the terminal through differentiated brand appeal and market strategy has become the core of the current lube market competition.
As a leading company in China's national lubricants industry, Kunlun Lubricants was the first to realize the importance of a differentiation strategy. With strong scientific and technological strength and rich products as a solid foundation, Kunlun Lubricants differentiates itself from competing products and puts forward the concept of “caringâ€. After years of development experience, Kunlun Lubricants has summed up the advanced development ideas of “people, vehicles, and oilâ€, which makes Kunlun lubricants Lubricants have always been in the leading position in the industry during the development of more than 10 years.
Kunlun Lubricants' “caring†brand value seeks to achieve the balance and interoperability among “people, vehicles, and oilâ€. It not only provides the best protection for cars with high-quality products, but also improves the service system and public welfare. Practices provide the greatest care for employees, dealer partners, and consumers. In addition, Kunlun Lubricants "caring" concept also contains rich cultural connotations such as honesty, quality service, caring for the environment, pursuing professional quality, and creating a harmonious society. The brand value of “car-loving, caring for people†not only shows the advanced brand management thinking of Kunlun Lubricants as a national brand, but also shows that Chinese national brands are becoming more and more mature in competition with international brands, and gradually occupy a dominant position.
At present, Kunlun Lubricants has differentiated itself in the industry with its differentiated market strategy, and has won the trust of many automobile and equipment OEMs such as FAW Group, CNHTC Group, Shanghai Volkswagen, Dongfeng Automobile, and BMW. Mercedes-Benz, Volkswagen, Volvo, GM and other owners praise. In the future, Kunlun Lubricants will continue to work hard to deepen the differentiation strategy, adhere to the development concept of “people, vehicles, and oilâ€, achieve breakthrough in the fierce market competition, and win the victory in the competition for grabbing the market share of China’s lubricant oil. .
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