How to break through native lubricants brand?

Keywords: lubricants brand lubricating oil petrol car auto

As China's rapid development of automobile industry, China has become the world's third largest oil-consuming countries. Authoritative data show that in 2005, the national oil consumption has exceeded 500 million tons, sales total more than $ 250 million Yuan, will this year exceeded 3 million Yuan. 　　 According to forecasts, in 2006 only car conservation consumption will reach 1 billion yuan, the lubricating oil from industrial to daily consumer goods, civil and even on the supermarket shelves. This huge cake attracted nearly all well-known international brands of lubricating oil, lubricating oil in a few short years has become the domestic petrochemical enterprises are robbing top business, especially since 1992 our lubricant market gradually liberalized, Mobil, shell, Esso, BP, Castrol, foreign brands with its international brand's advantage in the twinkling of all Chinese lubricant market, the domestic oil market formation strong impact.

Now, the domestic brands have occupied 80% market share but only 20% of the profits, reversing the automotive lubricants market of passive situation has become a business imperative. When the great wall, Kunlun represented local brands try to account for market, work hard, but also with the breakthrough of domestic brands overall.

Brand breakthrough: starting from the center point of the market

90 years ago, the oil has always been the by-product of China Petrochemical Corporation, in their strategic layout are irrelevant. There, a greater emphasis on domestic oil is for professional drivers, repair of sales that as long as the goods to the shop, other are not important.

However, as the private market in recent years China's development, non-professional drivers have gradually become the subject of oil consumption, this is China's auto products market a major change. They pay more attention to your car's maintenance and preservation, eager to learn about the various auto supplies, but they are not professional driver's professional experience and knowledge. Like the lubricating oil these high added value products, for them it is impossible to determine, the base is a non-rational consumption, therefore, on the "brand" awareness often become the most important determining factor.

Foreign oil brand often ingenious use of Chinese consumers this blind consumer psychology, by virtue of his "foreign" and "international company" this coat, will itself as the most specialized lubricants brand, get the trust of consumers. At the same time, because this kind of psychological for Chong, many customers will also be called upon to imports of high grade oil, because in their eyes, domestic oil products only in the low-end products.

It can be said that the Chinese brand disadvantage is the lubricant business, one of the greatest disadvantages. PetroChina, Sinopec, monopoly enterprises although history is long, but because of the long-neglected brand building and brand management, until today, the "great wall" and "Kunlun" eyes in the vast majority of people still image blur.

Therefore, the oil companies must pay attention to this stage of market consumption main structure changes, if you do not pay attention to this change, not paying attention to the shaping of their own brand personality and prominent, in the current market phase consumers numerous "purchase", named in the sales terminal personnel cannot boot and change consumers ' awareness, not recommended to take the initiative.

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