In the era of great changes in the automotive industry, how do lubricant brands grasp the pulse of The Times
February 04, 2024
In the era of great changes in the automotive industry, how do lubricant brands grasp the pulse of The Times Lubricating oil for all walks of life of industrial machinery has a vital role, it affects the safety of machinery, performance, life and other aspects, whether for aerospace, ships, or automobiles, lubricating oil is to ensure its long-term stable work basis. 1. The new environment brings new challenges At present, the global automobile market has ushered in a period of great change, and environmental regulations are increasingly stringent; Smart electrification trend is strong; With the awakening of consumerism, mid-range and high-end cars are in high demand. These policy and environmental changes have presented new challenges to the lubricant industry, but also brought new opportunities. The Country VI (b) standard was fully implemented nationwide on July 1 this year. Compared with Country VI (a), the maximum limits for the quality and quantity of particulate matter and the emission of pollutants are significantly reduced. At the same time, small engines with turbocharged technology and gasoline particulate traps (GPF) are widely used to meet higher tailpipe emission requirements and lower fuel consumption regulations. The overall performance of lubricating oil, especially the performance of low viscosity lubricating oil products, therefore ushered in a higher challenge. Secondly, the share of middle and high-end models in China is increasing year by year, which continues to promote the growth of demand for high-specification lubricating oil. According to the data of the Association, in the first half of this year, the retail share of models above 400,000 yuan increased from 2.5% last year to 3.3%, and the share of models between 300,000 and 400,000 yuan rose from 8.3% to 10.9%. Another set of data shows that the market penetration rate of electric vehicles in the first half of this year was 28%, which means that the market penetration rate of fuel vehicles is still as high as 72%. On one side is the still large and increasingly high-end market for fuel vehicles, and on the other side is more stringent emissions regulations. For the above two trends, is there a high specification lubricant product that meets the requirements of the latest technical policy and is suitable for different models to help owners solve the problems in driving and maintenance?
2. Brand communication in the new era: channel integration, embracing cross-border marketing and digitalization Of course, in addition to excellent products and technology, brand communication is also important. In the current digital age, advanced marketing and communication methods can undoubtedly further amplify the voice of the brand and play a leverage role.
Breaking the traditional member service operation mode in the past, through the support of big data, it can provide consumers with club information and brand activities at any time, and enjoy personalized exclusive member benefits. Integrated channels, the layout extends from lubricant products to vehicle maintenance services full link brand strategy. On the one hand, the establishment of official authorized sales channels in major e-commerce platforms, on the other hand, to create professional car maintenance services, "through the full integration of online and offline, to achieve immersive, point-to-point, end-to-end brand communication, continuous interaction with consumers in multiple scenarios, to provide personalized high-quality products and services." 3. The longer term industrial chain under the trend of electrification is in the field of "carbon neutral" and "scenery electricity" Although fuel vehicles are still the mainstream of the market, in the face of the current trend of electrification, the transformation of power forms is only a part of "electrification", and the long-term industry chain can also be actively explored in the field of "wind and electricity". For example, the oil of the fan has been changed by the wind power oil change engineering vehicle. In the face of a period of great change, only continuous breakthrough technology, insight into industry trends, to "walk on two legs", while continuing to make progress in the fuel vehicle, hybrid vehicle market, leading technological breakthroughs; While launching corresponding products and services for the electric vehicle market, grasp the pulse of The Times. Emission standards and engine technology iteration are the two major factors affecting the future of lubricant technology research and development breakthroughs. Lower ash content, lower viscosity, and stronger performance are the development direction of future technical formulations.
