Looking back at the 2012 lubricants industry, the macroeconomic slowdown stabilized, and the demand for lubricants was in a downturn. The supply and demand pattern of the base oil in the industry was broken down. At the same time, the customer's demand went up to high-grade and personalized development. All these phenomena showed that the lubricant companies had come to the development. In the new “crossroads†in China, the rapid growth of the economy has brought about a diminishing development dividend for the lubricant industry, and it has even disappeared. How to seize the opportunity and take advantage of the situation in the context of industrial restructuring and transformation and upgrading is not only a corporate issue, but also a choice facing the industry.
According to data released by the Statistics Bureau, from January to November 2012, the national output of lubricant oil was 7.729 million tons, which was an increase of 0.43% over the same period of last year. Although the whole year's data has not yet been released, it is expected that the year-on-year increase of the total amount will be much lower than the forecast at the beginning of the year, which is almost the same as the previous year. According to industry experts, lube oil production does not equal consumption. Analyzing the demand for lubricants in 2012, the lack of strong season and the slack season have become the main theme of the oil market. From January to March, the year started smoothly. From April to July, all the way down, although there was a slight increase from August to November, The planned "peak season" has still not been achieved.
Xu Jian, Marketing Director of Great Wall Lubricating Oil , said in an interview: “It is estimated that the actual consumption of lubricants in China was about 7.1 million tons in 2012, which was basically the same as in the previous year.†The reporter asked about the same problem in Kunlun, Meifu, etc. Brand marketers, their feelings are about the same. According to their estimation, the vehicle oil market in 2012 had a slight increase, but industrial lubricants were slightly affected by the related industries, and the overall demand did not change much from the previous year.
In the future, the competition in the lubricants industry will gradually abandon the low-end price competition, and then become the competition of products and brands. The customer's demand will gradually shift to customization and refinement, and it will bring new challenges to the lubricant companies in terms of technical service capabilities. Enterprises must focus on customer needs, extensive cooperation with the automotive industry, industrial customers, will help lubricant companies to further enhance their service capabilities, and better meet the customer's customized needs. In 2012, Great Wall Lubricants signed strategic cooperation agreements with Changan Automobile, Nanfang Cement, and China Coal Group to provide customers with customized solutions for lubricants and to use them in demand response, product development, and service follow-up. Provide a full range of lubrication services.
At the product level, "fine competition" requires companies to make adjustments to the original extensive product line. Enterprises can combine their own market characteristics, and use the product as the axis, the application as the axis, and the customer type as the axis. Repack and combine.
In the face of unpredictable fluctuations in the international economic recovery, international lubricants manufacturers such as Shell and Meifu have also seen the trend of “fine competition†and are gradually completing their localization strategies in research, manufacturing, and services. Shell invested 100 million U.S. dollars to build the seventh lube oil plant in China; ExxonMobil Tianjin Lubricant Blending Plant expanded its production capacity; and Meifu 1 achieved local oil bottling. All these give domestic lubricant companies great competitive pressure.
However, due to the existence of Great Wall and Kunlun, international lubricating oil manufacturers have lost their absolute dominance in the high-end market. Great Wall Lubricants have successfully been applied to major projects such as the Shenqiu launch and Tiangong 1 docking and Xuelong polar expeditions. , so that the brand and product quality enjoys popular support. Many domestic lubricant companies, especially the Great Wall and Kunlun, have never stopped the pace of technological innovation. Great Wall Lubricants launched a new series of high-end automotive oil products in 2011. In 2012, it reinstalled a series of high-end grease products, which not only adapted to the trend of high-end market, but also demonstrated the technology of China's lubricant brands. Innovative strength.
Experts in the industry pointed out that with the accelerated transformation of the domestic economic structure and the development of the automotive industry, the specialization and segmentation of lubricants have become more evident, placing higher demands on the operating models, channel capabilities, and management and control processes of lubricant brands. . Under the increasingly fierce market competition, specialization, short channels and product line-oriented management models in lubricants construction will become one of the cores of “fine competitionâ€, which will help abandon the traditional level distribution. The drawbacks brought about are more conducive to inspiring the value and potential of the channel system.
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