As China's lubricant market shows great business opportunities, in 2009, the domestic lubricant consumption was about 6.35 million tons, with a year-on-year increase of 3.3%. Compared with the overall decline of 12% ~ 13% in the global lubricant market, the potential of China's lubricant market is remarkable, attracting many imported brands to increase investment in the Chinese market.
In order to understand the current competitive situation in the domestic lubricating oil market and consumers' cognition of lubricating oil products, the industry carried out a lubricating oil customer satisfaction survey in the spring of 2010. The survey results show that the customer satisfaction of Kunlun and Great Wall lubricants has exceeded that of imported brands.
The price of a barrel of lubricating oil is insignificant compared with the price of a car. However, the lubricating oil needs to be replaced every 5000 ~ 7000 kilometers. As a consumer product, the demand for lubricating oil is very large. According to our recent investigation, compared with the rapid growth of automobile ownership in China, the domestic lubricating oil purifier market still has great growth potential. At the same time, there are many irregularities in the domestic lubricating oil market, and consumers' understanding of lubricating oil needs to be improved.
There are many brands, good and bad
No one can tell how many lubricant brands there are in China. Some senior experts in the industry say that there are more than 1500 lubricant manufacturers alone, some say more than 2000, and some enterprises produce multiple brands of lubricants. From this point of view, there are many brands in the lubricating oil market, and it is very difficult to make statistics. With so many brands crowding into this market, it is inevitable that there will be a mixture of good and bad people.
Kunlun, great wall, Mobil and other influential brands in the domestic lubricant market. With their own advantages, Kunlun and Great Wall Lubricant brands are active and enterprising, and their market share continues to increase, accounting for most of the market share. In 2009, Kunlun lubricating oil sold 1.8 million tons and achieved a sales revenue of 13 billion yuan, with a market share of 36%, and the market share of Great Wall lubricating oil was as high as 30%.
Some small and medium-sized brands are also growing through efforts. Since its establishment in 1992, Compton lubricant has achieved profits and maintained rapid growth every year. The sales volume increased by more than 40% in 2009, which is far higher than the industry average. At the beginning of its establishment, the sales volume of unified lubricating oil was insignificant. Through unremitting efforts, the sales revenue in 2009 exceeded 3 billion yuan.
Imported lubricating oil brands still have high recognition in the domestic market. Therefore, imported brands have become the target of "Shanzhai" of some small enterprises. In April this year, the author visited Qingdao auto supplies exhibition and found that many lubricating oil enterprises played a marginal role at the exhibition site. Some enterprises made articles on the name, some trademarks were designed almost similar to famous brands, and some enterprise salespeople counterfeited subordinate enterprises of famous brands when introducing them to visitors. They don't want to work hard to build their own brand. They just want to fish in troubled waters in the huge market.
Complex lubricant sales channels
The huge business opportunities in the lubricating oil market attract many enterprises, and the construction of sales channels is also diverse. From the perspective of suppliers, the lubricating oil purifier market is divided into OEM and post market. The OEM market is relatively simple. Enterprises with OEM qualification not only supply the lubricating oil required by automobile manufacturers, but also use the brand of lubricating oil to serve consumers in their 4S stores all over the country. This market is mainly controlled by domestic brands such as Kunlun and great wall and imported lubricating oil brands.
Lubricant market needs authoritative voice
At the beginning of 2010, the industry carried out the customer satisfaction survey of lubricating oil for the first time. The purpose is to understand the customer satisfaction of lubricating oil market, analyze the impact of products, services and other factors on the satisfaction results, analyze the strengths and weaknesses of major lubricating oil brands, help consumers correctly understand lubricating oil, and provide suggestions for lubricating oil enterprises to explore the market.
With the help of the 2010 spring top 100 tour and the central tour, the industry carried out satisfaction surveys in 32 prefecture level and county-level cities with strong automobile consumption capacity in China. A total of 2000 questionnaires were distributed and 1920 were recovered. After calculation, it was found that the clonbach coefficient (a statistical model developed by American researchers to determine the measurement error) α= 0.913, indicating that this survey is very effective.
The mature model developed by Professor Claes Fornell and the partial least squares (PLS) calculation method are used for the investigation and analysis of lubricating oil customer satisfaction in 2010