Kunlun Tianrun Launch Conferences Held Nationwide, Storming the High-End Passenger-Car Oil Market

At present, China's automotive lubricant market is a contest of many contenders: both the foreign brands that have long held most of the market and the rising domestic brands are going full throttle to seize the largest market share, especially in the high-end lubricant segment. In April this year, Kunlun Lubricants officially relaunched its Tianrun series vehicle oil with upgraded packaging, and held grand new product launch conferences in the northeast, southwest, northwest, central-south and east China regions, making a major push into the high-end passenger-car oil market with product R&D innovation and heavy investment in marketing.
Kunlun Tianrun upgraded products
Super anti-wear and energy saving, tailor-made for Chinese drivers
In China, vehicle conditions, road conditions and the atmospheric environment all differ greatly from those abroad. Drawing on their long-term understanding of domestic consumers and their in-depth study of domestic vehicle and driving conditions, some long-established domestic petrochemical enterprises produce lubricant products that often have the advantage of better suiting China's specific national conditions and adapt better to China's “soil and water.”
Kunlun Tianrun — “Undaunted by Wear, Silent in Lubrication”
Cars that would be scrapped after two or three years abroad are driven in China for seven or eight years or more, and poor vehicle conditions demand more advanced lubricant formulations. At the same time, the current traffic situation in China places higher demands on a lubricant's start-up and anti-wear properties. The Tianrun series that Kunlun Lubricants upgraded and launched this time is tailor-made for Chinese urban drivers and can easily handle the engine wear caused by “consumption-type driving,” performing especially well in driving environments such as urban traffic congestion, frequent starting and stopping, and short-distance trips. Kunlun Tianrun achieves a perfect combination of a detergency formulation and anti-wear technology; its high-temperature detergency and cam wear are better than API standards, and the products cover the main levels of API SJ to SN quality grades, providing powerful anti-wear protection from economical cars and high-end passenger vehicles to luxury cars, ensuring efficient operation on all kinds of complex roads.
Stepping up marketing to achieve steady market development
Lubricant companies today have begun moving their marketing centers downward, prompting each company to intensify its deep cultivation of the market and its contest for channel resources. At the same time, lubricant companies' distribution channels are facing an overall transformation, which objectively requires manufacturers to shift the channel focus from regional networks to sales terminals and customer terminals. Terminal marketing has become an important part of how lubricant companies gain market competitiveness.
Scene of the Kunlun Tianrun upgraded new product launch
Kunlun Lubricants invested substantial manpower and material resources in marketing the fully upgraded Tianrun series. In terms of promotion scope, Kunlun rolled out the campaign in major market regions including the northeast, southwest, northwest, central-south and east China, covering 12 representative cities — Tangshan, Zhengzhou, Jinnan, Wuhan, Qingdao, Jinan, Yinchuan, Chengdu, Suzhou, Kunming, Shenzhen and Guizhou — to achieve nationwide channel coverage by linking points into a whole. In addition, in its marketing promotion of Kunlun Tianrun, Kunlun also provided strong terminal policy support in areas such as advertising support, routine promotions, conference promotions and single-store investment plans. In the just-concluded nationwide promotion, Kunlun distributors prepared promotional gifts such as Skoda cars, Dongfeng Xiaokang vans and Apple electronic products for the attending terminals, fuelling a boom in on-site ordering. On-site order volumes in all regions reached gratifying results, especially for high-grade SM and SN oils. The successful holding of these launch conferences laid a solid foundation for the steady nationwide development of Kunlun Tianrun high-end passenger-car oil.
Attending terminals learn about Tianrun products in detail at the launch conference
Marketing and public welfare go hand in hand: the first Kunlun new rural culture fund is launched
As a national lubricant brand, Kunlun has not only the corporate responsibility of producing high-quality lubricants but also the social responsibility of actively engaging in public welfare. Since its founding, Kunlun has consistently practiced its public-welfare philosophy, supporting activities such as the National Top Ten Heroic Drivers and Formula Student China, and has gained unanimous recognition within the industry and society.
Launch of the Kunlun Lubricants New Rural Culture Development Fund (Jinan)
The nationwide promotion of the new Kunlun Tianrun continued Kunlun's public-welfare philosophy: during the Jinan launch conference, Jinan distributor Kunlun Hongrun Economic and Trade Co., Ltd. took the lead in officially launching the “Kunlun Lubricants New Rural Culture Development Fund” and held an unveiling ceremony for the first “Kunlun Lubricants New Rural Culture Station.” From the day the fund was established, local distributors donate one yuan for every bucket of Kunlun new Tianrun KR7 or higher-grade product sold to support new rural cultural development in the Jinan area, with an initial plan to build 15 to 20 “Kunlun Lubricants New Rural Culture Stations” in the Jinan area within three years.
The nationwide promotion of the upgraded Kunlun Tianrun products kicked off the battle between domestic lubricant enterprises and foreign brands in the high-end automotive oil market. The recognition of the new Tianrun products by terminals at the launch conferences confirmed the strong fit between Tianrun's “anti-wear” characteristics and the market's focus on oil quality. In the future, Kunlun Lubricants will continue to follow industry development trends, rely on the technical advantages of its two R&D centers in Dalian and Lanzhou, and proceed from market and user needs to continuously innovate and upgrade its products and offer car owners more high-quality lubricants to choose from.