"Lubricating oil brands embark on the road of refined competition"
This concept refers to the development of lubricating oil industry. With the upgrading of the industrial structure of the country and the industry itself, the competition among lubrication industries will focus on three dimensions: product, brand and market. At the product level, we seek diversified, refined and customized solutions to meet the needs of the market and users. At the brand level, how to find a position that conforms to its own development characteristics and stand out from many competitors; At the market level, the problems focus on channel construction, after-sales service, planning and deepening of local and international strategies, and breaking through rival barriers.
It can be said that 20 13 is the first year of refined competition in the lubricant industry, and it is also a preview year to open a more intense competition prospect for 20 14. Counting 20 13 may bring brand-new thinking materials for the lubricant industry to deal with 20 14.
Product improvement
As the largest developing country in the world, although the proportion of the three major industries is unbalanced, their total amount is still huge, which also puts forward multiple requirements for the lubricant industry. A notable example is that with the rapid increase of car ownership, the size of the automobile aftermarket has also expanded, and the demand for automobile oil has gradually increased.
It is an important standard to test the strength of a lubricating oil enterprise how to launch products that meet the market characteristics and user needs according to the complex and diverse automobile market. Take Great Wall Lubricating Oil as an example. In the automobile oil OEM market, Great Wall has established cooperative relations with 90% mainstream automobile enterprises, including foreign brands, with a market share of 65%. In terms of high-grade automotive lubricants, the lubricant brand represented by Great Wall has also occupied a place.
Not only that, with the increase of the number of cars in the city, under the strong siege of smog weather, exhaust gas purification has become the primary problem, and Great Wall Lubricant has been launched? THE TEMPLE OF JIALAN? Exhaust gas purification liquid? THE TEMPLE OF JIALAN? The birth of the Great Wall can be said to be a positive response to the demand for environmental quality improvement.
From deep cultivation of automobile oil market to smog control? THE TEMPLE OF JIALAN? In terms of products, Great Wall adapts to local conditions in product research and development. Mature product strategy should take market demand as the starting point, and a keen sense of market smell is an important prerequisite for realizing local conditions. For other lubricating brands, whether expanding in China or entering the international market, we should take this into account.
Brand dark war
In the fierce competition and rapidly changing market, brand is the focus of enterprises to go against the wind, and it is also a magic weapon for enterprises to continuously improve their product premium ability. In recent years, Great Wall Lubricant has been promoting its brand on CCTV and other high-end media platforms, and publicizing its advantages and achievements in the field of aerospace oil. Self-owned brands represented by Dong Hao Lubricants gradually pay attention to building brand influence, and choose high-end media such as CCTV to put brand advertisements.
Released at the World Brand Lab? Top 500 most valuable brands? In fact, Great Wall Lubricants won the championship for 8 consecutive years, ranking first in the lubricant industry. /kloc-since 0/0, Great Wall Lubricating Oil has always adhered to the development process? Brand power up? And then what? Product strength is upward? The two directions have gradually formed a brand power with aerospace quality as DNA.
It is not difficult to find that the Great Wall enjoys a high reputation in the market and ranks among the best in the industry. Space quality? Our brand labels are inseparable. As a proof of brand strength, the aerospace project, which is famous for helping to gather top technology, shows the great wall's foresight in brand marketing. At the same time, Great Wall also knows that only when the brand keeps going up can it generate greater market support, thus consolidating and enhancing the image of the industry.
market segmentation
Market is the ultimate touchstone to test the product and brand refinement strategy. To analyze this touchstone, we can start with how a brand responds to the internal and external markets.
The internal market, that is, the domestic market, has always been the key growth point of international lubricant manufacturers. In the global economic downturn, international lubricant manufacturers such as Shell and Mobil have not shrunk their existing network scale, but have accelerated the pace of entering the market, with a tilted strategic focus, and are gradually completing localization strategies in scientific research, manufacturing and service. For example, the commissioning of Shell's new factory in Zhuhai is a notable example.
However, due to the existence of the Great Wall and Kunlun Mountain, international lubricant manufacturers have lost their absolute dominance in the high-end market. The results of 20 13 annual customer satisfaction survey show that Great Wall Lubrication ranks first in overall service satisfaction, ahead of other competitive brands, and the service capability of localization and network integration system has been verified. In terms of product performance, Great Wall Lubricating Oil's product performance satisfaction exceeds the industry benchmark, occupying the top three with Shell and Mobil, and its product performance is at the same level as that of international brands.
The position and function in the international market is an important label to measure the strength of a brand. In today's economic globalization, the lubricating oil industry will inevitably integrate into the big stage of international development and truly build a world map belonging to lubricating oil brands. This requires the emergence of world-class lubricating oil brands.
What if? Refined competition? Is the key word of 20 13 lubricant market, then? Excellent user experience? It will be the outline of 20 14 lubricant market. The latter can be regarded as a deep extension of the former. With the increasing characteristics of lubricating oil consumer products, user experience will become more and more important. Excellent user experience comes not only from product quality, but also from after-sales supporting services.
Who can say who has mastered the user? Appetite? Who can become a brand in the market? As a link to communicate with customers, excellent product and service experience will be the new direction for major lubricant brands of 20 14 to explore the market, and it will also be the only way for branding.