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After completing the layout of the gas station business, PetroChina and Sinopec’s two giants “discovered†a new profit growth point – the automotive lubricant market. At this time, an undisclosed private enterprise has quietly entered the market and accounted for Have the opportunity. In this completely open market, is the final result of the three-point division of domestic companies?
The strange phenomenon of the lubricant industry
For more than a month, the more reporters interviewed the practices and ideas of several important players in this market and learned more and more about the market, the more they felt the odds of the industry.
First of all, you will never get an accurate answer on the statistics of industry growth. According to the National Bureau of Statistics, the country consumed 4,405,400 tons of lubricating oil in 2002, an increase of 10.56% over the previous year. However, Song Yunchang, deputy general manager of Great Wall Lubricant Company, which is part of Sinopec, did not say the same thing: “In general, One half of GDP growth in a country is petroleum products, and the growth of lubricants accounts for about half of this figure. In this way, the growth rate of the Chinese lubricants market is also about 2%.†I agree with this view, but he and Song Yunchang stated that their growth rate is two figures. And Li Chi, general manager of Unipec, has thrown up eye-popping data: “This market is now naturally growing at more than 50% each year, so my requirement is to increase 100% annually.†Who among them said closer? What about the truth? The only fact we can support is the fact that more than 4,000 small lube oil plants across the country are still alive, and several top companies have indicated that their growth rates are advancing toward the triple digits.
Another difficult mystery is formula. Just like Coke, the formulation of lubricating oil, this formula should have been the abstention of each family, but on the one hand, everyone is saying that their R&D investment is huge, with hundreds of formulas, and on the other Do not recognize the problem of product homogeneity in this market. The difference between products of the same grade is subtle. There are also people in the industry who say, "All the world famous brand base oils are available on the market. There are also several additive suppliers. They provide all customers with the best data on the timing and quantity of their products, so we can also reconcile them. No difference with Shell Heineken or Mobil No. 1 lubricant.†Of course this cannot be the case, but because the users of the lubricant can't taste the difference between each recipe like Coke, it also makes any manufacturer It is also impossible to rely on technology to travel all over the world. Every market must be shot with live ammunition.
Not long ago, the Great Wall proposed that Sinopec should establish a brand family like “P&G†at the announcement of the establishment of the marketing center. It's a good analogy to put lube and shampoo together, but then we see the third strange thing. The same is the practice of fighting in the ocean, shampoo is a domestic brand to win a place by the terminal, the oil market is a foreign brand to engage in the terminal promotion of "bad head", the result we all follow the buy auto repair factory oil change master, let Their words are becoming less and less credible. The kind of generous advertising campaigns of P & G has not been adopted by Shell and other international giants. Instead, it is the unification of this private enterprise that dares to take the first risk.
Different markets, different styles of play, some people are playing brands in order to lay the foundation for the more important main forces to sweep the road. Some people play brands but fight for survival and profits.
Great Wall: Sleeping lion in Kunlun is waking up
An industry source said that for the oil giants Shell and Mobil, the oil is certainly not their most important business in China, but due to China's policy restrictions in the oil and petrochemical industry, China Petrochemical and Sinopec are used in gas stations and other projects. Naturally monopolized, and only the lube industry is completely open, so these oil companies do government public relations on other projects, on the other hand, they have assigned lube oil to the task of establishing a company's brand image in China. In turn, PetroChina and Sinopec have not put their business focus on lubricants because they are busy with more profitable gas stations and other projects.
Against this background, we have seen the domestic lubricants represented by Sinopec and China National Petroleum Corporation as the representatives of the Yandang terminal technology. However, they are in a situation where the brand is weak and insensible to the market.
A person who had jumped from Sinopec to a foreign lubricants company told reporters that he was not leaving because he was making less money or not having a future, but because the system was too restrictive, giving customers a barrel of oil to go to nine departments. It is also impossible to stamp off one month. This efficiency is not at all competitive with anyone. A deputy general manager also admitted that in the past, even if he himself was on the scene, he could not determine any similar minor issues. I believe that the same thing happened in PetroChina 2000 years ago, otherwise its lubricant business would not be reduced to a loss of 1.2 billion yuan.
Now that these two sleeping lions are waking up one after another, they find that the planned economy and the policy monopoly are not useful in the lubricant market. Therefore, the mode of operation of the company must also change. Then they took the lubricant out of the system to establish an independent cycle. Although the drawbacks of its state-owned system still exist within the body of the new company, the signals of thorough reforms in the mind have been transmitted through the central nervous system to various ends.
PetroChina has begun to fully integrate its lubricants business three years ago. It is grouped into the China Petroleum Lubricants Branch, which has unified management of production, research, and marketing. Liao Guoqin, a woman with rich heroism and idealistic sentiments, will take its bold and ambitious efforts. Subversive reforms and an iron-clad cost-cutting strategy have given the industry an eye-popping look at CNPC's lubricants business.
In contrast, Sinopec’s movements are milder, but Song Yunchang’s personal charisma will definitely not lose to Liao Guoqin. People who know him think he is a man with ideas, methods, and practical spirit. Unlike Liao, Song was a moderate reformer. He told reporters that there is now a silent storm in the Great Wall Lubricant Company. There is no great leap forward in institutional changes and personnel turmoil. What should everyone do? However, the changes in the marketing and distribution system are proceeding in a step-by-step manner. He believes that this is the least costly one—the reforms can still guarantee that companies will grow at a double-digit rate each year, and the change is obvious. Things like barrel oil can be done in a matter of minutes.
Whether PetroChina or Sinopec, the most important thing that was discovered after awakening was the problem of the brand. 80% of the most lucrative high-end lubricants market is in the hands of foreign oil. Compared with the brand strength, it is inconsistent to put forward the focus to enhance the image and launch high-end brands.
PetroChina’s approach is to launch a brand new Kunlun brand and concentrate all ammunition on the new high-end players. Because the previous brands were too many and too complex, they were basically local brands and couldn't pick up a facade. In this way, Kunlun is faced with a situation that starts from scratch. There is neither the burden left by the old brand nor any basis.
Although Kunlun has gradually become profitable in three years and its sales volume has been converted from RMB 2.2 billion to RMB 4.4 billion, it is difficult to connect the new Kunlun brand with the strong image of CNPC. This is still a major problem for Liao Guoqin.
Based on the brand, Sinopec is more fortunate than PetroChina because its flagship brand, Great Wall, has been one of the most well-known national lubricant brands for many years. Using Kunlun as a guide, after weighing the pros and cons, Sinopec recently decided to push the Great Wall from the mid-end to the high end, instead of establishing a new high-end brand, while retaining the existing local brands and inserting them into the low-end market. But this may be harder than hitting a new brand, because in any consumer goods market, we still rarely see such successful cases.
The second headache that Sinopec discovered shortly after waking up was that an unnamed privately-held lubricants company, Unipec, had rapidly grown up drinking its own milk and began to snatch food with its own children. Then decided to wean it - no more to sell the base oil.
Unity: Pheasants can also become Phoenix
However, Li Jia, general manager of United Petrochemicals, secretly smiled at the reporter and said: "I can still buy Sinopec's base oil." Among these, we can see the loopholes in the state-owned system.
This Beijing-flavored young man who used to make Flamingo Salad Oil bottle, inadvertently found that in the expansion business, the lubricant oil industry was a rapidly growing industry, and he jumped to a private small-scale factory that had annual sales of only 6 million yuan. General manager. He told the owner of the company, Huo Zhenxiang, “There are 4,500 lubricant companies in the country. The top five market share is less than 5%. This is a good opportunity. If we use the food method to operate lubricants, it is certain. It can be made bigger.†Haugh listened in. He decisively withdrew the former family members of the company and handed over sufficient power to Li Jia.
What is somewhat puzzling is that although Li Jia is almost alone in the unified petrochemical, he has no shares in the company so far. Li Jia is a very realistic person. He said that in fact he does not want to be condemned by the imaginary option stocks to unify the boat. The basis of cooperation is that two people can talk about it, as long as they get a good salary every month, and their own The idea can also be adequately understood and supported. Huo Zhenxiang's method of retaining Li Jia is very simple, that is, his own inaction in the enterprise. For example, last year, Li Jia believed that the channel was basically well established and the time for advertising was mature. So when it came up with the 70 million yuan advertising budget for CCTV bidding to be discussed at a senior level, the opposition voice was very strong, but Huo Zhenxiang supported him. Not only that. An additional 10 million yuan was added to him: "It is unpredictable for CCTV to show signs of placards. It is more practical."
Gao Xuemei, director of Flowserve China Beijing Office, has been very smart about the evaluation of unity. Li Jia is indeed a very clever person. He combined Chairman Mao's guerrilla warfare theory with the philosophy of modern enterprise competition, and allowed the company to walk on the edge of the gaps and rules of the policy. It did not sacrifice to the opponent. Any handle.
From the earliest on the packaging to make a fuss, to use the beautiful bottle of colorful flowers and pictures to speak the corresponding Xiali or Jetta car printed on the packaging, to the refrigerator to pack the highest grade unified classic to promote the terminal; from the earliest extensive production Management to launch ERP, SAP to achieve the system automatically according to the order of the best formula within 24 hours of shipment; from the only sales in the surrounding areas of Beijing to the country has 1300 first-tier distributors, 13,000 second-tier distributors of the largest network, unified Always changes when the opponent just wakes up, and there is always a different card from others. However, Li Jia is not an expert who will only use marketing techniques. He has fully utilized his personal wisdom and flexible mechanism to regain the market's time to cultivate solid competitiveness and make his company more formal. And dance with those international top 500 companies, he is based on fast delivery and wide channels. It is because of the availability of goods stores, he dared to put in CCTV advertising, and other people's input-output ratio for him to worry about is a joke in his eyes, because they did not count their intangible value brought about by the unified brand. Inside the door of the toilet in the unified office building, the reporter saw a stamped note that reads the breakdown of the tasks of the sales department in various parts of the country in September. It says that the unified goal for this year is 12 billion yuan. Li Jia said that it can be completed and posted. It is there for everyone to think about this matter.
Although even if Sinopec's base oil is not available, the unity can be supplied from Shell, Mobil, or BP. However, with the rapid expansion of the scale, the unity has gradually felt the scarcity of resources. The oil companies supported by oil giants are on the basis of The competitive advantage gained in the oil price will gradually appear, and this is the means by which big companies will sooner or later use to clean the lube market. There are only 5,000 lube oil plants in the world, and there are more than 4,000 in China. The situation will soon be completely changed, so the unity must be financed. Li Jia said that he is talking about a financing plan involving hundreds of millions of dollars, and he hopes to use the money to involve the upstream refinery in the form of lease or equity participation.
Now the Great Wall is sticking to the Beijing market and trying its best to keep the Kunlun and the unite out of the city gate. Kunlun is ambitious and wants to be the first in China. It is busy building networks in other, blank areas. It is not yet time to compete with the Great Wall. However, even though he knew his humble origin, he dared not rush into the Beijing market with the Great Wall under the shell. Currently, he only advertised the air and did not follow the ground. Li Jia said that it is now selling in the minds of Beijing's consumers and let them all know that It is China's best oil that is sold in a unified manner. With a ideological basis, it is possible to defeat the future battle. When does it hit Beijing? It will be very exciting by then.