Recently, Sinopec Lubricants Company held two Sinopec Lubricating Oil Brand Promotion Conferences in Australia and clearly put forward a new strategy for Sinopec lubricants to enter the Australian market. The new strategy addresses the developed market environment of the Australian mining and logistics industry and proposes a market expansion plan for the development of the industry's customer development and sales network. This shows that China's lubricating oil brand officially began to compete with international brands in the developed country market.
It is understood that since the implementation of the internationalization strategy in 2004, Great Wall Lubricants has used Sinopec, the English name of Sinopec Group, as its unified brand in the international market and has achieved great market breakthroughs. The current business scope has covered Southeast Asia, the Middle East, and Oceania. More than 40 countries and regions, such as automotive, machinery, power, metallurgy, mining, construction, shipping and other industries. Against the backdrop of the unstable global economic recovery, exports of products in the first quarter of this year increased by 101%.
Affected by the economic crisis, the international lubricants market demand has shrunk. As international companies generally stunned, they have to reduce their business scope to cope with the loss. SINOPEC Lubricant Company has fallen against the trend and has grown steadily, becoming a unique product in the international lubricants market. Bright color. Song Yunchang, general manager of Sinopec Lubricants Co., Ltd., stated that professionalism and internationalization are the business direction and goals of Sinopec Lubricants, and that the launch of the Australian market is an important step for the company to enter the international market.
It is understood that Sinopec Lubricant Company's confidence in the Australian market comes from an earlier market test. In May 2009, the company and the Australian ILD Company began to establish cooperation with mining oil as the entry point. In a short period of one year, it has successfully entered the Australian mining system and provided lubricant products for more than a dozen companies. The proportion of high-grade oil has reached 82%, and as the brand's influence has deepened, the market share in the mining oil sector is rapidly expanding. At the same time, Sinopec Lubricants also actively developed the automotive oil market, began the construction of a distribution system, and conducted a comprehensive layout of the Australian lubricants market.
According to the person in charge of the International Marketing Department of Sinopec Lubricants, Sinopec Lubricants plans to cover cities such as Sydney, Melbourne and Perth in Australia this year. In 2011, it will cover all major cities. As Sinopec lubricants began production in Singapore three years ago, it will provide support for the expansion of the Australian market in product supply and logistics protection.
Industry analysts pointed out: “Australia is a developed country. It has a unique position in the global economic system. It is the gateway to the West and is adjacent to Asia. Occupying the Australian market is of great significance to Chinese companies.†However, with Southeast Asia and other regions Different markets, Australia does not have too much restrictions on the import of lubricants, high degree of openness, competition is very fierce, so to gain a firm foothold in Australia, not only have the hard power of technology, products, channels, but also need the brand, service and other soft power support.
In 2009, Sinopec advanced to the top 10 of the Fortune 500 and SINOPEC's international influence increased. This provided a good brand support for the international expansion of its lubricants business, and the development of Sinopec's overseas business also contributed to the lube business. Overseas markets provide strong support. On the other hand, Sinopec Great Wall Lubricants has been serving China's space industry for more than 50 years. Its products are known as "aerospace quality" and are one of the strongest companies in the global lube market. Both hard and soft strength, no doubt, this provides a very broad development prospects for the lubricants business.
The full entry into the mature Australian market is just an important springboard for Sinopec Lubricants' implementation of its internationalization strategy. We have reason to believe that after the experience in this highly internationalized market, the globalization of Sinopec Lubricants Corporation The road will become more solid and powerful.
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