Great Wall Lubricants successfully replaced "Yangyou" Jiangling Automobiles changed to "Chinese food"

In July, Sinopec Jiangxi Petroleum began formal supply of after-sales service oil to the Jiangling Motors Group. It is expected that the supply of Gold Premier Zunlong oil will exceed 1,500 tons during the year.

Jiangling Motors Corporation is a key enterprise in China's auto industry and a national auto vehicle export base company. It produces and sells about 300,000 vehicles annually. Its installed oil has been using Mobil lubricants.

How to make Jiangling Motors change its "home-made meal" and use Great Wall Lubricant to replace "Yanyou" Jiangxi Petroleum has gone through a four-step process of high-level public relations, direct-supply agency, technical support, and emotional marketing.

High-level public relations direction

At the beginning of 2009, when Su Shulin’s general manager came to Jiangxi Petroleum to inspect the work, he led the relevant units and department leaders to visit Wang Xigao, chairman of Jiangling Group, and the two sides agreed to cooperate in chemical products, oil supply, and lubricants business. On this trip, Su always asked Jiangxi companies to vigorously develop Jiangling-related businesses and strive to replace “Yanyou” with Great Wall lubricants.

Jiangxi Petroleum has set up a leading group for the development of Jiangling OEM oil-made alternative projects, formulating development plans, dividing the daily management, production and sales linkage, technical services, and marketing planning responsibilities, setting work schedules, and ensuring that the development work is intense and orderly. get on. Mr. Chen Liguo’s general manager has communicated with Jiangling’s chief personage several times, which has helped to consolidate the mutual trust between the management of the two parties.

Direct supply agent to improve efficiency

The development of OEM customers is a long-term and difficult system project, involving many departments and personnel, and there are many trials and certification projects that need to be carried out, especially for customers like Jiangling who are accustomed to “youyang” and want them to adapt to the new “taste”. Need a lot of public relations and technical service exchanges.

At that time, Jiangxi Petroleum had no OEM customer development experience, no relevant professional and technical team, and no serious shortage of lubricant service power, and there was no basis for cooperation with Jiangling Group's business. It takes a long time to establish a cooperative relationship.

How to improve the development efficiency? Jiangxi Petroleum decided to adopt a direct supply agency development model. With the solid foundation of Jiangling Group's relationship, Nanchang Dehong Industrial Co., Ltd. with experience in OEM customers has become a direct supply agent.

With the help of Dehong, Jiangxi Oil has communicated smoothly with Jiangling Group and the project is progressing smoothly. During the prolonged gantry test, Dehong used a wide range of business relationships in Jiangling, prompting multiple tests to be conducted simultaneously, shortening the test period and playing a role in accelerating the entire replacement process.

Technical support is timely and effective

The alternative argument for lubricants must be supported by strong technical forces. Great Wall Lubricant Company has participated in continuous technical research. Investigation of equipment and demand, improvement of alternative oil solutions, 1200-hour bench test and 1200-hour durability test, etc. Jiangxi PetroChina always maintains close contact with users, agents and experts of lubricants branch companies to ensure information. Four-way synchronization sharing, synchronization tracking, invited experts from the lubricants branch to visit the site from time to time, always pay attention to changes in each parameter and indicator.

During the rig test, Jiangling requested particularly stringent oil test results. Jiangxi Petroleum has repeatedly invited professional engineers from Beijing, Wuhan, Maoming and other lubricant companies to conduct point-to-point technical exchanges to ensure that all physical and chemical indicators meet the requirements. With strong technical support, both parties initiated the approval of Great Wall Lubricating Oil's production raw material approval program for Jiangling and Great Wall Lubricant's full parameter report in advance and their origin determination. In December 2009, the Great Wall Gold Premier CI-4 15W-40 diesel engine oil was used as Jiangling engine running oil and began to be used as loading oil in April 2010.

Trust service to gain trust

Jiangling staff said: “Great Wall Lubricants’ technicians can endure hardship and provide good service. In bench tests and road test tests, they moved the test oil from one box to one box and moved to the bench test 3 km away from the factory gate. Room, never let us start.”

During the development of the OEM market, Jiangxi Petroleum has established a three-dimensional three-dimensional service network from high-level, functional departments to business personnel; Jiangling Product R&D technical personnel are invited to inspect the lubricant production site to demonstrate the strong research and development capabilities of the Lubricant Branch Company. Advanced production management. The full communication and exchanges between the technicians of the two parties laid the foundation for further cooperation.

Thoughtful service and quick response have won the trust and support of Jiangling Group. On April 1, 2010, Jiangxi Petroleum was formally included in the Jiangling Group Lubricant Procurement Supplier Directory. The two parties signed a series of cooperation agreements including Great Wall Lubricant Supply, Demand, and Quality, which is 8 months shorter than the domestic average for the development of the OEM market.

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