According to data released by the National Bureau of Statistics, China's GDP growth rate has started to decline since 2012, and the Chinese economy has entered a period of moderate to high growth and a relatively stable “new normal†period. As a barometer of economic development, the lubricants market has entered a period of low growth under the “new normalâ€. According to Xu Jian, Director of Lubricating Oil Marketing at Sinopec Great Wall, it is estimated that the national grease consumption in 2014 will be about 7.6 million tons, which is the same as in 2013.
The “new normal†of the lubricant industry has been accompanied by changes in related industries. On the other hand, consumption of high-quality, cost-effective lubricating grease products has decreased. Demand has been reduced but there are still promises. Lubricating oil companies will invest their energy in R&D and production of high-quality products. Creating a brand with strong appeal is the top priority under the changing national situation and industry development trends.
Continuing the excellent performance of 2013, Great Wall Lubricants made steady progress, and proceeded from the current stage of economic development, boldly and decisively through model innovations in the areas of brands, markets, products, services, etc., to speed up the “interconnection and interconnection†of various sections. "To promote the coordinated development of the lubrication industry under the "new normal" and actively build a healthy and sustainable development of the lubrication industry.
Actively subverting services and users' interconnection
At present, the demand structure of the lubricants industry is complex and diverse. In addition to more stringent requirements for products and technologies, services have also become a public concern. In this situation, Great Wall Lubricants responded quickly, took the lead in feedback, and started a new round of service upgrades at the beginning of 2014. The users only need one phone call. Great Wall Lubricants technicians will interact with them and provide them with in-depth service. Targeted products and services have opened up communication barriers between customers and products, truly transformed the process of providing products and providing lubrication solutions, and created a pioneering service for the lubricant industry. The service targets cover large industrial users, focus on small and medium-sized enterprises, and general consumers. This not only improves the customer structure of Great Wall Lubricants, but also creates new ideas for profitability and sales growth.
Interconnecting and assembling products and markets
With the increase in the number of Chinese automobiles, the demand for vehicle oil in the country has also grown at a rapid rate, and the gentrification trend of vehicle oil has become increasingly apparent. Great Wall Lubricating Oil caters to the market trend and penetrates products and markets.
In the automotive oil sector, especially in the OEM market, Great Wall Lubricants has established a partnership with 90% of China's mainstream car makers, accounting for more than 65% of its share of truckloads and service oils; , Has also been with the world's top racing lubricants brand Italy PAKELO achieve cooperation, become the brand's distributor in China. In the future, the exchange and cooperation between high-end racing oil technology will also promote the development of China's racing lubrication technology. At the same time, in the market segment, Great Wall Lubricants also owns two major brands of Lubricants for Lubricants, “Jinjixing†and “Zunlongâ€, as well as taxi special oil brand “Da Shi Da†launched this year. On the other hand, Jialan's "Exhaust Cleaner" and "Xishi" windows and other net products were welcomed by the market. Great Wall Lubricant is making great strides, strengthening its influence and penetration in all areas of the market, and jointly improving the product layout of the Great Wall brand. The strategic depth provides a healthy blueprint for the healthy development of the lubricant industry.
Connected with the People's Lively Brand and Strategy
The network service has also opened another door for lubricant users to recognize the traditional enterprises of this enterprise, Weibo, Wechat operations, forum promotion and multi-level interactions with social media as a platform, which will make the information of enterprises and products more interactive. Communication with consumers in the way of infectiousness, the quality of aerospace lubrication and the image of a full-scale lubrication specialist seem to be more closely linked with consumers' lives.
Undoubtedly, under the situation of the “new normal†of the Chinese economy, the lubricant industry relied on its own advantages and strategic planning to create a brand-new idea that was consistent with its own and suitable for the development of the industry. This kind of "interconnection and interconnection" development eco-environment, to realize the coordinated development of the industry brand and the upstream and downstream of the industrial chain, will also create a new idea in the lube industry where both opportunities and challenges coexist.
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