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Editor's note: On August 29, 2012, the China (Guangzhou) International City Bus and Parts Exhibition was grandly opened at Guangzhou China Import and Export Commodity Fair Pazhou Exhibition Hall. As the largest bus brand exhibition in South China, the three-day exhibition attracted the attention of many industry users and distributors. Mr. Peng Guoqing, Deputy Manager of Sales Department of Guangxi Nanning Yuchai Lubricants Co., Ltd. was interviewed by the reporter and talked about the development of Yuchai lubricants in the public transportation and passenger transportation fields and the marketing strategy.
Solid foundations
As a subsidiary of the Yuchai Group, a leading company in the domestic internal combustion engine industry, Yuchai Lubricant was established in 1995 and is the first high-end lubricant brand successfully built by an engine company in China. At the beginning of its establishment, the development of Yuchai Lubricant was positioned as “Jade Diesel Engine Yuchaiâ€, and the products were relatively simple. It was only used by the Yuchai Group’s engines to take out insurance services; today, it is based on “relying on Yuchai and getting out of Yuchai†for development. Goal, Yuchai Lubricant's sales of high-end diesel engine oil have occupied half of the domestic market, and its product spectrum has become increasingly rich, becoming a benchmark in the high-end industry.
At this exhibition, the well-designed booth of Yuchai Lubricant Co., Ltd. was dominated by blue-and-white color, stable and generous, and the family products were unveiled in deluxe. The “Yuchai Lubricants, Machines are healthier†logo was particularly striking, attracting many exhibitors and professionals. The attention of the audience. According to the introduction of Peng, Yuchai Lubricating Oil Company mainly produces high-end automotive lubricants, industrial oils, and automotive maintenance products. The leading products include the YC series of general-purpose internal combustion engine oils, high-grade passenger car oils, tiger oils, and motorcycles. Car oil series, high clean anti-wear hydraulic oil, heavy-duty vehicle gear oil, grease, and advanced antifreeze, brake fluid series.
As an excellent brand of high-end lubricating oil, pure gold-like product quality and advanced cutting-edge technology are the magic weapon that Yuchai's lubricating oil is not inconvenient in the fierce market expansion. It is the key for enterprises to win competition and establish brand. All along, Yuchai Lubricant Company attaches great importance to independent innovation, relying on the powerful R&D platform of Yuchai Group to ensure product quality. Yuchai Lubricant Company and Yuchai Engineering Research Institute of the “National Accredited Laboratory†have established the “Friction and Lubrication Research Instituteâ€, a professional research and development organization for lubricants, and it is the first company in the industry to achieve simultaneous R&D of lubricants and engines. Not only that, Yuchai Lubricant Company has also cooperated with the international first-class Southwest Research Institute of the United States. Following the changes in market demand, the products have been continuously improved. Currently, there are corresponding lubricating oil products from State I to Country V.
Green traffic Lubrication assistance
In recent years, Yuchai Lubricant Company has emerged in the field of bus passenger transportation and has repeatedly won the title of “outstanding supplier†for major bus companies in the country. Talking about market development, Peng introduced: “In recent years, Yuchai Lubricant has cooperated with many large-scale public transport companies in the country, such as Beijing Bus, Tianjin Bus, Shanghai Bus, Xiamen Bus, Hangzhou Bus, and Wenzhou Bus. Wait.
"As China's urbanization process accelerates, the capacity of the passenger car market expands rapidly, and the demand for lubricants is also getting higher and higher." Based on the judgment of the passenger transportation industry's prospects, Peng Zong accordingly put forward the priorities for future enterprise development. "We The R&D investment in bus oil will be increased, especially for high-end passenger vehicles, which will increase the competitiveness of products and accelerate the pace of market expansion.â€
Expanding production capacity
Yuchai Lubricant Company has now formed a distribution pattern of “four regions and three basesâ€. Lubricant business is distributed in four regions: Nanning City, Beihai City, Chongqing City and Dalian City. There are three production bases in the North Sea, Chongqing, and Dalian. . After the third phase of the Beihai project is put into production, the production capacity of the Beihai production base will be increased from the current 65,000 tons to 120,000 tons, becoming the first-class lubricant blending production plant in Asia. It is worth mentioning that in the third phase of the Beihai project, Yuchai Lubricant Company introduced automatic reconciliation equipment and filling production lines from the United States and Italy to ensure product quality, increase production efficiency, further expand production capacity, and quickly meet market demands.
Yuchai Lubricants Products Show
It is reported that in recent years, Yuchai Lubricant Company has relied on the powerful strength of Yuchai Group, and has made numerous achievements in market development. Its product sales maintain an annual growth rate of more than 20%, and it has more than 100 first-tier distributors and more than 3,000 products throughout the country. The secondary distribution network also shared Yuchai Group's "95098" customer service hotline and more than 2,700 Yuchai Service Station resources. It used the sales front-end system jointly developed by the company and well-known IT companies in China to realize real-time understanding of distributors' sales in the country. "The company has established a dedicated technical marketing team. On the one hand, it has increased support for end customers, provided free technical support for OEMs, bus customers and repair shops, and carried out activities such as technical marketing and experience marketing; on the other hand, The training of dealers is greatly enhanced and dealers' skills and service levels are improved to meet the needs of customers to the greatest extent. According to Peng, the current sales network of Yuchai Lubricant Company is mainly south of the Yangtze River, and the northern market is relatively weak. At present, it has established production bases in Chongqing and Dalian, and has intensified efforts to expand the northern market.
The development of each brand is just like the growth of people. After Yuchai Lubricants accumulated more than 10 years, what is the most precious wealth accumulated? For questions from journalists, Peng replied firmly: “We have always regarded quality as the source of life for our company and attached great importance to product R&D. This laid a solid foundation for the opening of our business in the future.†The Chinese lubricants market is becoming global One of the most open and most competitive markets, we believe that Yuchai Lubricant Company will lead the national brand gradually to the high-end field with its strong R&D strength, perfect sales network layout, and flexible market strain.