China Petroleum Lubricant Company won the second prize for management modern innovation

In January 2013, the winner list of the 19th National Enterprise Management Modernization Innovation Achievements was fully announced. The “ Crown Lubricants Brand Establishment and Construction” submitted by China Petroleum Lubricant Company stands out from all 441 participating achievements. He won the second prize. China National Petroleum Lubricant Company is also the only oil company that has won the award in all participating achievements. This is the first time that the company has won the national management award since the establishment of the company. The award is not only an important recognition of the establishment and construction of the independent brand of CNPC, but also promotes the further development of its Kunlun lubricant brand construction.

12 bears sword fruit, Kunlun brand emerges

From the past nothing to the glorious achievements of today, the road to brand building of CNPC has gone through 12 years. In the past 12 years, through continuous integration and development, China Lubricating Oil Company has gradually achieved continuous growth in total sales volume, continuous improvement in product structure, continuous improvement in production support capabilities, continuous enhancement of market control capabilities, and continuous improvement in economic efficiency. And eventually cast the "Kunlun" excellent quality and brand strength.

Today, with the unveiling of the 19th National Enterprise Management Modernization Innovation Achievement Award, the brand building achievements of CNPC Lubricant Company have once again received the authoritative recognition. The organizer stated: “The evaluation of the modernization and innovation achievements of enterprise management in the country is highly authoritative. The management innovation achievements of the award-winning enterprises have not only created significant economic, social, and ecological benefits, but also improved the overall management level and market competition of enterprises. Ability, and provided successful experience for other companies, providing real-life examples for conducting corporate management scientific research and teaching.”

It is understood that China Petroleum Lubricant Company won the award for this selection event with its important innovative achievements in the creation of its own brand. CNPC Lubricant Company is the first domestic company to put forward the strategy of “winning the brand”, and is also the first time to put forward the concept of brand building in all directions. It also relies on the overall strategic framework of “five-unification and one-concentration” and the new 4C marketing theory. The brand concept of rational lubrication, the brand's mission vision as the core guide, and all-round brand building. The establishment and construction of the Kunlun brand is considered to be the first complete brand strategy practice in China's lubricant industry. The remarkable results of this practice have not only made CNPC Lubricants stand out in the industry, but also have milestone significance for the development of the entire industry.

Kunlun's brand building and multi-sword cooperation create core competitiveness

As the leading company in the local lubricants industry, China National Petroleum Lubricant Corporation adheres to the “brand mission” as its development vision, through brand strategy and design, brand communication, brand marketing, scientific research support, production logistics protection, market management and rights protection, etc. In terms of strategic measures, Kunlun builds its core competitiveness.

Since 2001, under the framework of the “five-unification and one-in-one” overall strategy formulated by CNPC for its lubricant business, the project “Creation and Construction of Kunlun Lubricant Brand” has been planned and implemented by CNPC Lubricant Company. Great results. In the past ten years, under the overall project planning guidelines, CNPC's lubricant brands have achieved perfect sublimation. The Kunlun brand has grown from scratch and from weak to strong; the lubricants business has gone from resource suppliers to brand managers, and then Two major changes from brand followers to brand leaders have achieved great-leap-forward development. By 2011, the brand awareness of Kunlun Lubricants was as high as 91.1%, ranked first among lubricant brands, and the total sales volume was close to 2 million tons. It has become the most competitive locality that can compete with foreign brands such as Meifu and Shell. Brand.

The establishment of the Kunlun Lubricants brand opened the curtain for brand competition in the Chinese lubricants industry and drove the adjustment of the Chinese lube industry. The continuous integration and promotion of Kunlun brand has changed the pattern of brand competition in China's lubricant industry, led the brand development of the national lubricant industry, and promoted the entire industry to a path of healthy and sustainable development.

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Carrying development mission, Kunlun brand building continued research

After years of development, the Kunlun brand has become a household name. The rapid development of its brand and the rapid increase in its market competitiveness represent the strong strength of China's lubricant companies. In the future, Kunlun Lubricants will continue to innovate and improve the “Creation and Construction of Kunlun Lubricant Brands” project, which will use brand building as a fundamental strategy to fully enhance Kunlun's brand awareness and market competitiveness.

It is difficult for the Kunlun brand to achieve success today, but it is even more difficult to build the Kunlun brand into a “leading domestic and internationally-renowned” brand. The key is to be able to continue to improve. To this end, the Lubricating Oil Company continued to improve and innovate in brand framework, brand image design, technical service system and theoretical enhancement, gradually optimized the original 13 sub-brands, and established a relatively complete technical service knowledge system. The five major characteristics of lubricant marketing and marketing new 4C concept.

The establishment and construction of the Kunlun brand has become a major achievement in the marketing of China's lubricants industry, but it still has a long way to go in terms of brand building and development in the future. As Liao Guoqin, general manager of China National Petroleum Corporation, stated that the establishment and development of a lubricants company has reached the scale of today, the process is not an overnight one. It is a tough battle that begins with the brand strategy, and it is also a victory over management. With a protracted and innovative battle, CNPC will continue to spare no effort in the continued development of the Kunlun brand.

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