According to data from third-party independent research, Shell has consistently maintained the status of the world's largest lubricant producer and supplier in the past 10 years, and is also ranked first in international energy companies in China. Shell's Jinba diesel engine oil ranks first in the global diesel engine oil market, and its market share is also the first. China has become the world's second largest market for Shell lubricants.
For the Shell Lubricants business, the importance of the Chinese market is self-evident. So, for the Chinese market and China's card passenger car users, what has been done to Shell Lubricants Lubricants, and what achievements have been made? On August 9, 2011, Shell Yang Lufan, the marketing director of Lubricants for vehicles in China and Hong Kong, accepted the report. Interview.
Technology leadership is the strongest competitive weapon
Yang Fan said that compared with 2010, Shell Lubricants achieved double-digit growth in the Chinese market in 2011, which stems from Shell's biggest advantage - technology leadership. As an international lubricants brand, Shell's goal is still to maintain the market leadership, and to maintain this leading position is also the core of technology.
According to reports, the core technology content of Shell Rimula lubricants is "kinetic energy protection", and can be dynamically adjusted in both physical and chemical properties, so that the engine is always in an excellent state, protection performance is not affected by any harsh conditions, give full play to ability. The practical benefits brought by this system are that the automobile engine can perform well in the three major aspects of effective resistance to acid corrosion, sediment resistance, and abrasion resistance. Therefore, it can meet the continuous upgrading and development of road transportation industry and automobile engine technology.
"Shell invests 100 million U.S. dollars each year, and more than 300 scientists are focusing on the research and development of lubricants. Among them, 100 scientists are experts in automotive lubricants. Recently, Shell's technical service center in Zhuhai, China will also be opened. This technology center It was established to better provide comprehensive lubricant solutions to China's automotive, power, industrial and other industries. Technology leadership is our winning weapon." Yang Fan said that the profit of the post-auto market in developed countries accounts for approximately the entire automotive market profit At 60%, while China's current level is still slightly below 15%, there is still much room for development in the future.
Users will pay more attention to overall operating costs
Previously, the reporter had conducted a survey on the Beijing diesel engine oil market. The results showed that many drivers of heavy trucks chose Shell lubricants, which accounted for the highest proportion in the survey samples. However, during the investigation, some drivers also stated that it is not appropriate to use imported lubricants because of cost considerations. In 2011, the commercial vehicle market was not good. Drivers were more sensitive to costs and prices. How can Shell appeal to this potential user?
“Shell Lubricant's advanced technology can effectively protect the engine and prolong the oil change cycle and become the driver's first choice. We can help the truck driver to save costs overall and achieve a good fuel economy, so Shell Cassiop will become the driver of the truck. Value selection.†Yang Fan confidently said: “Although the operating costs of truck drivers have changed, but our products can continue to protect the stable operation of the engine, but can help reduce the overall operating costs.â€
"If you use Shell Rimula to drive a chain of "lubricant products, you can achieve up to 5% fuel savings." Yang Fan said that with the rise in oil prices and inflation, truck drivers will gradually change the procurement of lubricants in the face of cost pressures. Habits, more emphasis on cost and value.
Has built 5000 "Baima's home" sales outlets
Studies have shown that the correlation coefficient between car sales and lubricant consumption is as high as 0.984, and the development of the lubricant market generally lags behind the auto market by about two years. In 2009, compared to the global lubricants market, which fell 12% to 13% overall, China's lubricant consumption was approximately 6.35 million tons, an increase of 3.3% over the same period of the previous year, of which vehicle oil consumption accounted for approximately 45.5%. It is estimated that by 2015, the average annual growth rate of vehicle oil will be about 13%.
For Shell, on the one hand, through technology leadership to ensure that the dominant position in the Chinese market; on the other hand, through the increase in channel construction efforts to open up the market. "Shell is very much focused on the construction of sales outlets. At present, the diesel engine brand Rimula has built 5000 sales outlets for 'Baima's homes' and tens of thousands of Rimula lubricants sales networks in the country. This will become even larger in the next few years. Yang Fan said.
Since lubricants mainly rely on distribution, support for distributors is also an important competitive element. In this regard, Liao Chuhang, sales director of lubricants for Shell Automotive South West said: “We are in a relationship of mutual win and cooperation and growth with distributors. We are not simply a relationship between suppliers and buyers. We will do a lot of detailed scientific planning and Management work to help dealers to open up the market.â€
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