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In recent years, China's auto industry has been advancing with enthusiasm, and related industries have also taken a ride. According to authoritative data, the total consumption of lubricants in the country has exceeded 4.4 million tons in 2002, and the sales amounted to 22 billion yuan. It is predicted that by the year 2005 alone, the consumption of cars will reach 9 billion yuan. As cars have gradually become popular consumer goods, lubricants are shifting from industrial goods to everyday consumer goods, and even started to be placed on shelves of large supermarkets.
The constant increase in demand for lubricants in the use of automobiles by ordinary consumers has led to an increase in the competition of petrochemical manufacturers. It is understood that there are as many as 4,500 domestic lubricants manufacturers, and almost all of them are medium and low-end products. Of the 4,405,400 tons of lubricants with sales of 22 billion yuan in 2002, the high-end market share accounted for only 20%, while the profits accounted for 80% of the total, of which more than 65% of high-end products were fully used by Mobil, Shell, and Egypt. Sony, BP and other foreign brands take away. Domestic brands accounted for 4/5 of the pie, but they only received 1/5 of the profits. Therefore, reversing the passive situation of high-end lubricants has become a top priority for Chinese petrochemical companies.
With the increasing effect of China’s accession to the WTO, the real competitive pressure from international brands has become stronger and stronger: the “Yanyou†brand is constantly expanding. In addition to old brands such as Mobil, Shell, Esso and BP, some New brands have also started to land on the Chinese market one after another. Korean brands such as SK and LG are rapidly expanding their market share. According to analysis by experts in the industry, 2004 can be called the “China's first year of lubricants†in the true sense. By then, the domestic market will usher in a large-scale brand dispute, especially on the lucrative cake in the automotive lubricant market. Already occupying half of the country, multinational brands such as Mobil and Shell will encounter blockages from domestic brands such as the Great Wall and Kunlun.
As a direct company of the world's top 500 Sinopec, Sinopec Great Wall knows that weak product technology is a long-standing obstacle for local brands. In order to stand shoulder-to-shoulder with foreign brands on the technical level, Great Wall spent two years developing and improving its own The high-end product line. At present, the Great Wall high-end lubricants have all been certified by the world's leading authority, the American Petroleum Institute (API), the highest level of SL, and their quality is completely comparable to that of the “Oil Oilâ€. At the same time, Great Wall also owns the only domestic most advanced authoritative own oil product testing center in China, and the test result is equivalent to the national standard certification.
Not only in the technology and products, the Great Wall has achieved an early opportunity, but at the same time it has a deep "skills" in marketing. As many as 28,000 gas stations in provinces and cities have a huge terminal marketing network, and they are dedicated to the use of well-known brands of car-specific vehicle oils, together with gas stations and auto parts cities, to establish a "trusted" consumption model. All of them allow Great Wall's marketing strength to increase. Great progress. At present, relying on Sinopec's Great Wall is undergoing a strategic transformation of the entire enterprise, from the lubricant production enterprises to brand service-oriented enterprises, and strive to integrate the terminal level organically into the automobile service value chain, and ultimately provide consumers with comprehensive automotive maintenance services. Great Wall Lubricant's share in the domestic lubricants market has increased more than threefold in the past few years, of which high-grade lubricants have reached more than 50% of the total domestic similar products, and special varieties and innovative varieties have higher market share. Great Wall Precision Lubricant is also used in "Shenzhou V".
The Great Wall has now reached the time of "breaking the customs." In this regard, Song Yunchang, chief of the Great Wall of Sinopec, once stated that the Great Wall is a world-class team that has already obtained "entrance tickets" and that the real "World Cup" has only just begun. Li Liangyao, deputy general manager of Sinopec Lubricants Company, said: “The current competition faced by the Great Wall is mainly from the competition of foreign brands for high-end markets. The competitors are mainly international brands. Competition is pressure, but we are not afraid. Only such The competitive environment enabled us to turn pressure into power and promote the brand to truly go into marketization and internationalization. It is learned that at the numerous professional competitions such as the "Shanghai F1 Race" that will be held successively next year, the Great Wall will intentionally make a full appearance and formally launch it. Impact on the high-end lubricant market.