On December 5, 2014, the 2014 (3rd) China Brand Leaders Summit was held in Beijing. Leaders from various industries jointly interpreted brand policy trends, exchanged successful brand experiences, and studied ways to win brands. At the same time, the 2014 C-BPI Industry First Brand Award Ceremony was also held in the same period. The first brand in each industry was officially announced, and Great Wall Lubricants was the first brand in the lubricants industry. Since the first implementation of the C-BPI assessment in 2011, Great Wall Lubricants has won the No. 1 ranking in the lubricants industry for the fourth consecutive year.
The “China Brand Leaders Summit†is the only annual national brand event held under the guidance of the Ministry of Industry and Information Technology. It is an annual top event for the Chinese brand community. The successful experience of the first brand in the Chinese market is shared here. At the summit, executives from Great Wall Lubricants, Michelin, Galanz and others also participated in the “Follow the way to meet the challenges of the times†focus forum, share the new marketing environment, and how brands can innovate to achieve brand value enhancement.
When talking about consumption changes and brand communication countermeasures, Yan Lianjie, party secretary and deputy general manager of Sinopec Lubricants Company, said that at present, the market has changed from a product-centralization to a consumer-centric one, and consumers and brands no longer exist. "Absolute loyalty". Great Wall Lubricant adheres to the brand value of aerospace-grade lubrication quality, and at the same time adapts to changes in the consumer environment and consumer demand, and maintains healthy and healthy development of the brand through innovative enhancement of product and service capabilities.
As the only partner of China’s space industry, Great Wall Lubricants has gradually formed a unique label for aerospace-grade lubrication quality in the service of China’s space industry for more than 50 years. This is also the core characteristics of Great Wall Lubricants separated from other brands, and has been developing during many years. The aerospace strategy continuously promotes the promotion of corporate brand power. Civilization of aerospace lubrication technology is also the principle of Great Wall Lubricant's consistent R&D production. In this regard, high-quality products that respond to market demands, such as “Jinjixing†steam engine oil and “Zunlong†Chai oil series products, are effectively solved. Lubrication problems in the road conditions and vehicle conditions in China. At present, Great Wall Lubricants has occupied 65% of the market share in the OEM field and has become the choice of 90% of mainstream car companies at home and abroad. In addition, Targeted and even customized products are targeted at the special needs of market segments. The “Taxi†taxi oil brand launched on the market this year has been well received by the market.
In terms of services, Great Wall Lubricants has been adhering to the “spring breeze service†model. In this year’s assessment of the customer service scores of Chinese and foreign lubrication brands, Great Wall Lubricants has been ranked first in terms of shell and Mobil. At the beginning of this year, Great Wall Lubricants has launched a new round of service upgrades, focusing on the special needs of consumers, including the lubrication needs that the market has not yet met, providing targeted and customized lubrication solutions. Both the large industrial users and the users of small and medium-sized enterprises and individual consumers can solve the problem of lubrication through a telephone. This is also described by consumers and the Great Wall Lubricating Oil as “a key distanceâ€.
Experts in the industry believe that Great Wall Lubricant's experience is also the experience of most successful brands. Great Wall Lubricants, regardless of brands, products or services, adhere to customer demand-oriented, seek diversification, refinement, customization of consumer demand solutions, so they can often be compromised in the evaluation of the fee, become the industry's first Brand."
C-BPI is the first evaluation system implemented by Chnbrand, a subsidiary of the China Enterprise Brand Research Center under the Ministry of Industry and Information Technology, and the first in China to measure the competitiveness of corporate brands from the consumer perspective.