Domestic brands fight four rounds of counterattack fighter oil market


Editor's note: The competition in the market for lube oil has become more and more subtle since last year's domestic motor oil blew the clarion call of the Jedi fight back, and this year's F1 event was held in Shanghai. In the large market with more than one million motor vehicles in Chengdu, everything may run counter to the famous oil ad slogan “More Lubrication, Less Friction”. Looking closer, four rounds of competition are taking place in the Chengdu lubricants market. The first round: The competition for imported domestically-made engine oil and domestically-made engine oil can be described as the “contradictory” of the most prominent and intensifying current competition in the lube market. Imported motor oil has long accounted for the largest share of profits in the lube market, while domestic motor oil, while occupying a relatively large market share, is lagging far behind a large share of market profits. Since last year, the three major domestic brands including Great Wall, Kunlun and Uni-President have begun to snatch up imported oil. From several markets where lubricants are sold in Chengdu, such as Guangfu Auto Parts City, Hongpailou Commercial Circle, Shamao Street, and even some supermarket counters, domestic oil can be seen breaking through the “foreign forces” and the “small Dutch forces” "The sharp point of sharpness" is a gratifying gesture. However, it is worth mentioning that currently, most domestic auto brands are foreign brands, and domestic independent brands are rare. On this basis, most foreign auto brands and overseas oil brands have cooperation with terminal alliances. Ways, such as a certain brand of car in the user's manual on the user's manual to specify which brand of engine oil should be used, and in this terminal service domestic motor oil is still lacking. The second round: domestically produced domestically-made motor oils, although belonging to ethnic products, "this is the same root, what are the catastrophes?" Although in the overall situation, Qi Qi and foreign brands compete for the market, but after the domestic motor oil is slightly outcropped, the domestic engine oil is inevitably undergoing “inner class struggle”, especially in the Great Wall, Kunlun, and unification. Between big brands. In November last year, these three brands also bid for CCTV gold advertising time, marking the beginning of a new round of oil competition. The major operating oil markets in Chengdu can also be seen, the Great Wall, Kunlun, and the unification of the three brands of shelves are also very unanimously consistent, when businesses recommend domestic motor oil, it is always the same three brands. We can clearly see that the Great Wall, the Kunlun, and the Unification not only have picked up the national flag against foreign brands, but they have consistently resisted foreign enemies. The current goal is very consistent, and they all want to become "No.1" of local lubricants. “Great Wall” stated that in 2004, it will formally launch an offense to the high-end market, and at the same time join hands with gas stations and auto parts cities. “Unification” will set up 2,000 terminal service stations nationwide this year, and will fully switch to the production of high-grade lubricants; Kunlun will set up six major marketing centers nationwide, and advertising campaigns will be overwhelming. The third round: Imports and imports of imported motor oil have been laughing in China for nearly a decade of "Jiangshan", calmly and securely won the "Silver II". Since last year, “the people” had to be the masters of their own affairs, the foreign bosses began to feel a little restless. What they did not expect was that the power of the “people” was really big. However, if this person does not get along, he is often inconsistent. The foreign bosses have encountered not only the strong resistance of the “people”, but also the new generation of foreign “devils” who are robbing their rice bowls and their peers. The brothers' "shopping." It is just a few strange foreign brands that come to the market in Chengdu, such as South Korea's LG, Jimis, SK, and Entung. Not only that, LG's oil pricing is much lower than the average foreign brands, and has initially constructed a unified lubricant sales system; Shell's large number of advertisements have recently appeared frequently in front of people. Fourth round: High-, medium- and low-market Today's lubricants market competition extends beyond the competition of high, medium and low grades, in addition to the competition of brands in products of comparable quality. High-end market brands such as Shell and Caltex have always been representatives of high-end products, but their low-end products are infiltrating the low-end market. For instance, Shell's Red Heineken has been accepted by taxis. It fully shows that foreign brands that have long occupied the high-end market have also opened their minds to actively respond to the "high-end brands, medium-end profits, and low-end markets" under fierce competition. The mid-range market seems to have been neglected, but with the rise of domestic engine oil, this market has also been supplemented; while the low-end market, although the profit is low, but the application of a wide range, such as the vast number of taxis, so such as Huiyuan The low-priced and red Heineken can also be applied to dual-fuel oil applications.

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