In 2010, the ups and downs of China's petroleum and petrochemical products, and the entire lubricant industry appeared to be relatively calm. In 2010, the lubricant industry complied with industrial adjustment, and most companies have made corresponding measures in product positioning, in line with the national III, national IV emissions Standard mid-to-high-end products have become major adjustment targets for medium- and large-sized enterprises. The branding lines of various companies have further manifested. The regional strategies and differentiation strategies of private oil companies have been further consolidated and upgraded, and the branding lines and market strategies of supporting companies have also been strengthened. More clear, behind this sound and rational, pregnant with new industry changes.

Part I Challenges and Opportunities for Lubricating Oil Industry

I. The development situation of the lubricant industry still faces complex variability
Due to the increase in oil prices, energy conservation and emission reduction, and demand-pulling factors, many factors are expected to be resonant. Most petroleum and chemical industry products are expected to increase in volume and price, and the operating rate of enterprises has increased significantly, and the industry has entered a booming channel. Domestic refined oil prices may be adjusted, and the petrochemical industry climate index is expected to rise. In terms of subdivided varieties, the demand for diesel oil has increased, the relationship between supply and demand may be tight, and the supply of gasoline is slightly loose.
With the rise in the price of crude oil, the introduction and implementation of relevant regulations and measures such as energy-saving emission reduction and power-reduction, and the operating and operating costs of the lubricant-related supporting industries will also increase substantially, showing “dynamic changes”. In the past three months, the related costs have shown an overall upward trend, prices have risen in different ranges, and some of the costs have risen significantly. All of the above factors will have a greater impact on the lube industry. In the short term, the price level of some products will remain high, and there is still room for improvement.
Although the lubricant industry will enter the upward trend in the fourth quarter of 2010, it is still necessary to be aware of the complex and volatile situation facing the industry. There are still many uncertainties and destabilizing factors in domestic and foreign markets. The severity of the impact of the international financial crisis and the tortuous nature of the global economic recovery cannot be underestimated. These factors will all constitute constraints on the development of related industries. The domestic petrochemical industry is facing a strategic opportunity to closely grasp the international industrial transfer, and it is in the transition period from the petrochemical big country to the petrochemical power.
Industry enterprises should continue to implement the relevant requirements of the “Planning and Revitalization of the Petrochemical Industry Plan”, closely track and analyze the situation, focus on improving the quality and efficiency of industrial development, enhance the industry's international competitiveness and sustainable development capabilities, and further enhance the competitiveness of the industry. .


Second, strong consumption, good prospects for the lube industry
In 2010, the national macro-policy has transformed the growth of domestic demand from policy-driven to market-driven. In response to the crisis, many policies implemented by the Chinese government to stimulate consumption have had a significant effect. Driven by consumer hotspots such as automobiles, home appliances, furniture, and tourism, investment growth momentum will be implemented to replace the market, and consumption growth will remain strong.
Auto Industry Production and sales of autos from January to October 2010 reached 14,628,800 and 14,777,700, respectively, which were 832,800 units and 1,032,200 units higher than last year. There should not be much problem in automobile production and sales exceeding 17 million vehicles in 2010. Although relevant energy and pollution regulations will set many restrictions on the automobile industry, it is difficult for the auto market to be cooled down with the rigid consumption of the Chinese auto market. The Chinese market is still the hottest market in the world, and a series of economic models introduced by major automobile manufacturers in the Chinese market will also provide Chinese consumers with more consumer opportunities. The auto market will become the second largest consumer market after the housing market. The auto market sales in 2011 will also increase substantially, and this rigid market will also bring huge development space to the lubricant industry.
National domestic demand policies are to a large extent used in national urban infrastructure construction and infrastructure construction, which will greatly ease the impact of the economic crisis on the domestic market and expand domestic demand, which will, to a large extent, promote the rapid development of domestic infrastructure enterprises. Development, and in this process, will drive a large number of related industries such as construction machinery manufacturing, transportation, construction and other related industries, and this demand will provide a huge consumer market for the lubricant industry.
Although the related costs of the lubricant industry have great influence on its operations, the huge consumption in the Chinese market will also provide more opportunities for the development of the lubricant industry. This is also a rare opportunity encountered by the lubricant industry in recent years!


Part II Change in China's Lubricating Oil Market

How many brands are there in the Chinese lubricants market? So far, no one agency has been able to provide accurate statistics. The current lube oil market can be divided into three categories: foreign investment, state-owned, and private-owned according to the nature of the company. According to the brand, it can be divided into four categories: import, national size, foreign devil, and domestic. According to quality standards, it can be divided into two categories: national standard and non-standard. .
Today, we will not divide the brands according to the above types. In combination with the current market situation and future industry development trends, the Chinese lubricants market should form four forces, and each has its own merits and checks and balances.
First Forces: Mobil and Shell led the international brand camp
In the Chinese market for many years of marketing, with the influence and competitiveness of the brand preferred Mobil and Shell.
At present, the imports of domestic high-end car brands, heavy-duty transport vehicles, and engineering equipment are basically from European and American developed countries. The strong alliance between these companies makes the high-end market for Chinese lubricants almost monopolized by international brands. At present, the influence and competitive position of Meifu and Shell in the Chinese market are still not strong enough to be shaken.
There are also some brands in the international camp such as Castrol, Esso, Total, SK, BP, Flowserve, Caltex, Elf, ConocoPhillips, Petronas and other brands, some of which also do in some special areas. Yes, with its own professional development team and service team, some brands may have already withdrawn from the Chinese market. Overall, the second- and third-tier brands in international brands have not formed much influence in the Chinese market, and they are actually in the Chinese market. The operation did not establish a commendable and impressive performance. Whether such forces form new forces in the later market competition still needs to wait and see.
The second force: Kunlun and the Great Wall led the Guozi camp
Great Wall, Kunlun, the national brand name, is also the most competitive brand in the Chinese market.
Before PetroChina launched the Kunlun brand, CNPC tried to launch the “Torch” brand. However, due to institutional reasons, various lubricant companies responded to the surface but they did not actually take action. In 2004, nine brands were consolidated and the brand was unified as a jewel-kunlun. Although many people in the industry have different opinions, the integration of Kunlun is a successful step in the branding process of PetroChina. Before there was no integration, PetroChina had a total of nine lubricant brands and had achieved certain popularity in the Chinese market, such as Feitian, Seven Star, Daqing, and Tianshan, all of which had obtained a certain area or type of oil product. Big success. However, due to the decentralization of power, there is no unified brand image, and there is no unified research and development and management. This has led to the fact that the nine brands have not formed a strong joint force and the market development has stagnated. This kind of integration has indeed increased the competitiveness of the brand and the overall strategy.
In the actual market development, Great Wall gradually formed a unique brand culture and focused on the global business development strategy, accelerated the development of overseas markets, and launched "SINOPEC" lubricants as a brand for international market development, focusing on shaping China's petrochemical lubricants. "Technology, high quality, international" brand image. Its series of products have also passed the technical certification of world-famous manufacturers such as DaimlerChrysler, Volkswagen, Mercedes-Benz, Volvo, MAN, etc., becoming the first choice for large-scale group companies such as China FAW, Second Automobile Group, Shanghai GM, Shanghai Volkswagen, Chery and Baosteel. Special oil products. In 2008, the company established a strategic cooperation relationship with Dongfeng Nissan and COSCO Group and officially became a Beijing-based engine oil supplier.
The sales channels of PetroChina and Sinopec are not only part of the marketized distribution network, but also a considerable number of related units that are inextricably linked to PetroChina and Sinopec. In the actual operation of the social market, the market price is transparent, the channel model is too complicated, the regional protection is not enough, the middle and low-end products are too concentrated, and the market is selling goods and counterfeit goods. The profit of channel participants is not high, and it is also the weakness of their development. Although the two companies have the most competitive resource advantages, their markets are still faced with a dilemma of high-end tightness and the existing market being eroded by private camps. To establish a national brand and take the internationalization route, the development of the national brand name is still far-reaching.
Sinopec and PetroChina’s market research institutions are still ahead of and ahead of domestic research, and they are worthy of recognition and praise. Many research reports are very valuable and practical, but why they are not performing well in the actual market operations are fundamentally determined by the state-owned enterprises' systems or operating mechanisms. However, any company's innovation and growth will take time. With the continuous advancement of the later period, its development prospects are predictable.
The third group of forces: Yuchai, Weichai, the host plant lubricant brands camp
Yuchai, as the largest internal-combustion engine manufacturer in China, has completed sales of RMB 30 billion in two months ahead of schedule in 2010 from a sales scale of RMB 12.1 billion in 2005.
Yuchai Lubricating Oil is a leading company in its automotive chemical business segment. Yuchai Lubricating Oil is also the only domestic lubricating oil brand created by the OEM. Yuchai currently operates two production bases in Beihai and Chongqing. In 2010, the Dalian production base has started construction, with a total investment of 170 million yuan and an area of ​​43,000 square meters. Yuchai is also expected to set up production bases in East China and other regions to increase lubricant production capacity. By 2015, sales will reach 150,000 tons.
From the perspective of the above momentum of development, it is not difficult to see that Yuchai is gradually moving from supporting products to branding and scale, and its development goals have not only stayed at the top of the supporting market. Although the industry's evaluation of Yuchai's operation is different, we can imagine that based on the current development trend, Yuchai's group business will continue to increase, and the market share of Yuchai Lubricants will also be a number that can be overlooked. If Yuchai implements the OEM brand of lubricating oil and socialized brands in the main engine and the dual-brands are in parallel, it is likely to develop into a new “jumbo” for the lubricant industry.
Yuchai has more scale and influence in the development of OEM brands in the industry, and the self-built brand representative of the production base. His successful experience will affect many OEM brands. In the past few years, Weichai has continuously introduced new products in the market, and its lubricants business has also been constantly adjusted; there are Dongfeng, China National Heavy Duty Truck, Shaanxi Automobile and other OEM brands, with the continuous extension of the industry chain, its lubricant brand It is also possible to scale and brand one after another.
The OEM brand will grow rapidly in the next few years. Its market competitiveness will be as strong as that of the Great Wall and Kunlun. The formation of this stock will play a decisive role in the industry's pattern change.
The fourth force: local brands such as Qingdao Compton, Nanjing Longxi, Xi'an Jiarun, Wuxi Lulu, etc.
The status quo of China's private oil companies in the market competition is based on the "double of oil", the left station of "importing tigers", and the right of "shanzhai lions". Although the survival and market conditions of private oil companies are very serious, they are privately-owned oil companies. It is still the most viable and dynamic contender in the Chinese lubricants market.
The market is always an opportunity for interested people, enterprising individuals, and true market competitors. In the ongoing market competition, Chinese private oil companies continue to break through the bottleneck and seek and build their own development path. In 2010, China's private oil companies should have many gains. Many private oil companies have carried out innovations in their operations, strategic adjustments, and different attempts. From a variety of perspectives, private oil companies have room for development. Great room for improvement.
In the past, many private oil companies were loyal to the national market. Now, compared with previous years, the management of private oil companies has become more rational and steady. The big brands have realized the strategy of flat channels, and Chinese private brands have begun to abandon the imitation and started to implement regional intensive farming strategies. This strategy actually has a lot of checks and balances. Flattening is a model in which big brands rely on consumers to drive channels. However, the profits of operating segments are continuously declining, and the channel authority is constantly being compressed. Many channel participants do not want to be “porters”; intensive farming can just attack their weaknesses and strict. Regional protection, working in a limited market, with the formation of the core market. The ability of Chinese private oil companies to operate in regional markets is still very competitive. Local princes, if they continue to deepen such policies in the next few years, will win the initiative in the local market, and at the same time, they will also give oil and gas production "It is very scary to make more "bunkhouses," easy to defend and hard to attack, and to erode for a long time.
The external environment of China's private oil companies is also developing in a favorable direction. For the formation of economies of scale privately-owned oil companies, the room for further growth is still widening. With the continuous implementation of the National III and National IV emission standards, lubricating oil is undergoing a transition from a low-end to a mid-to-high end, and it will also create opportunities for the leading private lubricant companies. The biggest advantage of "Oil Duo" is that it owns low-priced Group I base oil, making its low-end lubricants the lowest price in its class. At the same time, the "petroleum" to control the supply of base oil has kept domestic private lubricant companies at a competitive disadvantage.
The "Petroleum Heroes" Group II and III base oil production accounts for only 10% of their total base oil output, which makes their low-cost, resource-consuming practices unsustainable. The only option for the future is to import Type II and III base oil resources from abroad for the production of high-grade lubricants. The production of Group II and Group III base oils of their own type will require a longer period of time for "petroleum", and at the same time, the sales of "petroleum" in the markets of CH-4, SJ and above are far less than those of private enterprises. The price does not have a competitive advantage. With the advent of China III and China IV, the demand for base oils of Group II and III will increase greatly, and their advantages will be less obvious.


Part Three Analysis of Sales Trend of China's Lubricating Oil Market in 2011

2011 will be a promising year for China's lubricants market. From the perspective of relevant developments, the overall sales performance of the industry will also have a substantial increase. Although the entire industry still has many unstable factors, its overall environment for market development is still It is true that how to adapt to new market changes and break through the development bottlenecks will also be our new focus.
First, steady growth in domestic market sales
With the promotion of the country’s macroeconomic policies, the introduction of relevant national emission standards, the rapid development of the automotive industry and machinery and equipment manufacturing, the overall sales trend of lubricants is strong.
1, the momentum of sales of high-end products is particularly strong
The National III and National IV emission standards have allowed the automotive industry to fully upgrade.
IV. The competition among major automobile manufacturers in eco-friendly models and economic models will be fierce. At the same time, the development and marketing of related products in the lubricating oil industry will also enter the “peak period”, and the entrants to this series of oil products will be unprecedentedly fierce. Judging from the overall development trend, the sales of SJ and CH-4 grades and above will be greatly improved.
2. Low-grade product sales trends begin to adjust
Low-end products may also account for a large proportion of the sales of some companies, but overall the sales of product lines and sales strategies in low-end products will be greatly adjusted, and the sales of low-grade products will gradually decrease over time.
Due to policy adjustments in some areas, channel operator business adjustments, new product promotion strategies, changes in channel models, etc., all will affect the market of low-end products. After all, the success in this market does not mean that the market in the later period Has advantages.
3. Differentiated products will become new growth points for some companies
The introduction of the country's macroeconomic policies and related laws and regulations has greatly stimulated the vigorous development of infrastructure construction. The products of construction machinery-specific oil will be more refined, and local brands will increase this series of products in regional market competition. And differentiated products such as taxi special oil, coal mine special oil, oil field special oil, etc., which will represent different types of products, will continue to emerge in an endless stream. According to the development of each company, differentiated products will become part of new private oil companies. The growth point.
4, high-quality marketing plan will boost performance
Lubricant industry is a late starting industry in marketing planning, and it is also lacking in many companies. However, overall, the overall planning ability is still rising. With the overall improvement in the level of marketing in the industry in recent years, lubricating oil marketing problems will be eased. Each manufacturer will design a more practical operating value based on its own positioning. The planning case that really promotes the development of its own channels will be promoted. A part of the market and the rapid development of enterprises. This point will also be an aspect worth paying attention to in the coming years, and it will also impose higher requirements on the company's human resources and operations.
Second, the domestic market lubricant brand competition will be more intense
1. Advantage brands become the highlight of the market
Some advantageous OEM brands and private brands have become more and more mature in recent years. They have gradually become a strong brand in certain fields or localities, and have also become bright spots in the 2011 lubricant market, such as the OEM brand Yuchai. , Antifreeze brand Bluestar, brake fluid and supporting brand Lake, special oil brand Kason, oilfield brand Jiarun and so on.
2. The products are becoming more and more abundant, the brands are increasing, and the market competition is more intense
China Lubricants has never lacked a brand, but it lacks a real brand. In 2011, major manufacturers will continue to strengthen their own brand building, while the competition for conventional products will become more intense. There will not be too much increase in the scale-based companies that re-brand, and OEM brands will change greatly in the next few years. With the development of the industry, the OEM brand will not be a suppressed brand, with its professional marketing level. With the promotion of the model, these brands will also develop rapidly. At the same time, the repositioning of some of the cottage enterprises will increase the number of brands behind and increase the number of products.
3. The proportion of foreign brands in the motor oil market has increased significantly
With the rapid growth of the automobile manufacturing industry, especially the rapid growth of domestic cars, the sales of gasoline engine oil will be stimulated to increase in 2011, but due to factors such as the concept of brand consumption of Chinese consumers and the maintenance period, foreign investment The proportion of brands in the gasoline engine oil market will increase compared to 2010.
4. International brands occupy the high-end market
At present, China's high-end lubricants market is still dominated by strong foreign brands, domestic brands are gradually moving from the mid-end to the high-end.
Third, the lube oil market in 2011 worth attention
2010 is a relatively quiet year, and the internal changes in the industry are still relatively large. In 2011, the Chinese lubricants market deserves our attention as well as the following points.
1. Under the right of foreign investment approval, will it affect the lubricant?
The introduction of the Foreign Investment Policy No. 914 of Development and Reform of Foreign Investment (2010), and the decentralization of the State’s foreign investment approval authority.
It will encourage foreign investment to a certain extent in high-end manufacturing, high-tech industries, modern service industries, new energy sources, energy conservation and environmental protection industries, and promote the use of foreign investment in new technologies, new processes, new materials, and new equipment to transform and upgrade traditional industries. Whether this policy will affect the lubricant industry is hard to say.
Whether there will be new entrants in China's lubricants market is worthy of attention.
2. Influence of the operation mode of international brands on the domestic lubricants market
At present, domestic lubricants brands lack the ability to compete with international giants in terms of design, marketing, and rapid response capabilities. The Shanzhai era is an era of high-speed imitation of China's lubricants. However, over time, domestic lubricants brands may no longer imitate their designs in new market competition, but will have breakthroughs in marketing and rapid response and other operational innovation capabilities. . A new round of brand promotion will improve the way of domestic lubricant brands, accelerate the transformation of domestic oil companies into brand operations, and increase market competitiveness.
The overall ability of the domestic lubricant brands to upgrade this point is worth the wait.
3. The new round of market competition will promote which enterprises become dark horses in the industry
China's lubricants market has never lacked a brave person. It has been almost five years since the joint venture was formed in 2006. Will new market competition form a new market pattern and how many companies will stand out in this competition?
Let the market compete even harder! Hopefully we can see the new industry dark horse!
Where there are people there are rivers and lakes, not to mention market competition. Or you may have a sword, or you may have a bit of peace. China's lucrative oil market has become increasingly fierce!



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