Rapid development of China's automobile industry Lubricant industry usher in development opportunities

In recent years, the rapid development of China's auto industry has brought tremendous opportunities for the development of lubricants and related industries. According to statistics, the apparent consumption of lubricants in China reached 10.813 million tons in 2011, an increase of 13.1% year-on-year. It is worth noting that, in the face of new market opportunities, lubricants will continue to move toward high-end, and data show that although high-grade lubricants currently account for only 20% of the market share of lubricants, their profits account for 80%.

How to further build high-end brands and meet the high quality demands of the market has become a problem for many lubricant companies to consider.

Behind the high-end brands include advanced technology, strict quality inspection standards and good technical services, as well as a large amount of capital investment and meticulous marketing strategies. In the market environment where the homogeneity of the core products of China's lubricants market is becoming more and more serious, the competition in the domestic lubricants market has gradually entered the era of brand competition from the era of product competition, and the establishment of high-end, strong brands is the survival of companies in the competition. The basis of development.

The author recently interviewed LULUDA Lubricating Oil (Wuxi) Co., Ltd. A deep impression was that in the lube market, the target consumer has a more prominent feature of “heavy brand light price”, and the domestic lubricant industry used to be a high-end market in the past. The emphasis is insufficient. From the aspects of the brand appeal of lubricants and the corresponding upgrading and upgrading of products, most companies lack a strategy that specifically targets the high-end market. Luluda Lubricant (Wuxi) Co., Ltd. officials believe that in order to seek breakthroughs in the high-end market, we must strengthen research and development capabilities and improve product quality. Luluda’s rapid development in recent years is due to its idea of ​​building high-end brands. In 2007, Luluda signed a cooperation agreement with professional institutes for research, production, and research. Under the technical support of the scientific research department, a number of invention patents have been industrialized. At the same time, the company has set up a nationwide dealer network, and its products have evolved from a single steam engine oil to a full range of lubricant oil products such as gasoline engine oil, industrial oil, grease, and specialty oil, and have established testing centers successively. , marketing center, brand promotion center.

It is not difficult to see that to build a high-end brand of lubricants, on the one hand to have a true product core value, and this can not be separated from continuous innovation of technology. At present, the industrial oil market accounts for more than 40% of the total amount of the entire lubricants market. With the ever-improving industrial modernization and technical equipment, higher requirements have been put forward for the specialization of oil quality, high performance, and environmental adaptability. Industrial oils The gear oil, electrical insulation oil, and rubber-filled oil have grown rapidly, and other oils have grown steadily. This has given rise to a new round of innovations and changes in lubricant production technology. On the other hand, product differentiation competition and brand promotion strategy should also be the direction that companies try hard. In various special oil products, energy-saving, environmentally friendly oil products, and special oils, there have been relatively successful cases. Currently affected by the concept of low-carbon energy-saving and environmental protection, lubricants, especially automotive lubricating oil users, are paying more and more attention to the quality of oil products. They have raised the requirements of high performance and long oil change intervals. Lubricating oil products have been upgraded and replaced with an important one. The aspect is to target the user's individual needs.

China Lubricating Oil Association's investigation and analysis may be very revealing. In developed countries, there are only 10 brands of lubricants, while the number of lubricants in our country exceeds 1,000, and the number of manufacturers is as many as 4,000 or more, and most of them are small manufacturers taking the low end. In the market trend of increasing the quality of lubricating oil products to high-end, it is bound to require lubricant oil production enterprises to increase R&D investment and produce higher-quality products. In this process, those companies with weak market awareness, limited investment, and low-end lines will eventually be eliminated.