“Now, the differences in the products themselves are getting smaller and smaller, and the homogeneity phenomenon is obvious. In this case, unity is to 'sell different things.'†said Li Jia, general manager of Beijing United Petrochemical Company, “in pursuit of innovation and differences. In terms of chemistry, unity has been making continuous efforts."
Compared to Great Wall Lubricants, which promoted the brand through the 2008 Olympic Games and Shenzhou Spacecraft, Kunlun Lubricants sponsored the Antarctic expedition team. The Uni-President is very clearly positioning its products in Lubricants for Vehicles. At the same time, Lubricating Oil, through the sponsorship of BMW Formula, Dakar Rally Team, participated in international auto races to expand its influence in the high-end automotive lubricant market. Focused on the belief and actions of automotive lubricants, the unified lubricants were approved by many customers including Volkswagen, Porsche, Mercedes-Benz, Volvo, BMW, Mark, Mann, Renault, Dennison, Scania, Cummins, Dongfeng and Cincinnati Machinery. In the country, it has achieved good cooperation with FAW, Dongfeng, Weichai, Xichai, Shangchai, and other manufacturers, and has increased the promotion of the original supporting market.
Differentiation is reflected in the difference, but also from the needs of consumers. At present, many brands of lubricants on the market are packaged in 4L. In order to meet the actual needs of customers, UMC launched 5L, 6L and 9L packaging.
When it comes to unification, many ordinary consumers can recall those memorable advertisements. Advertising can make the unity benefit a lot and allow ordinary consumers to firmly remember the "unified" lubricant brand. Although other brands of lubricants are equally keen on advertising, they have lost their "opportunity," and the results have been very different. Talking about advertisements, Li Jia said: “This is also a manifestation of the concept of unified and differentiated marketing. Compared with the Great Wall and Kunlun, it is behind PetroChina and Sinopec’s gas stations. Advertising on road signs has an advantage over us. Innovation makes 'unified' in the brand. The popularity is far ahead of the opponent."
The brand is widely known by consumers and the unity has taken a successful step. However, how can we make the unity really approach consumers? At present, Lubricant has already had a sound and extensive coverage of channels and networks. In the words of Li Jia, the unity “returns from heaven to earth†to let consumers know that “the original unity is hereâ€.
The unified goal is to build 2000 oil chain maintenance centers within two years and provide customers with automotive lubricant replacement services. At present, they have built more than 600 standard retail stores for lubricants. They plan to invest tens of millions of yuan in 2006 to build 2,000 standard retail stores for lubricants, and provide direct services to consumers. .
Li Jia used to visually compare advertisements to love letters and the Internet to dating. At present, the unified lubricants network is to make uniform lubricants and consumers have a better environment and more thoughtful dating sites.
While strengthening sales, the “bottom-up†management within Unipec is also being carried out intensively. Walking in the unified group office building, you often see the QCC (Quality Management Circle) slogan. According to reports, the unified group is carrying out quality management activities. The group's internal employees form a dozen or so groups spontaneously. Each group is called a quality management circle. Each group actively seeks out problems in its work, and aims to increase efficiency as a solution to the problem. The unified company carried out quality management circle activities, mobilized the enthusiasm of employees, and made great progress in reducing waste, improving work efficiency, and reducing costs.
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