First Anniversary of the Strategic Cooperation between PetroChina and SAIC Motor, and Launch of the Kunlun Chexiangjia Dual-Brand Lubricant

In golden autumn October, osmanthus fragrance fills the air. On October 9, China National Petroleum Corporation (hereinafter referred to as "PetroChina") and SAIC Motor Corporation Limited (hereinafter referred to as "SAIC Motor") held a press conference in Dujiangyan City, Sichuan Province, marking the first anniversary of their "With you along the way, enjoy car life" cooperation and the launch of the Kunlun Chexiangjia dual-brand lubricant. Relying on the solid foundation of their earlier business cooperation and their rich experience and resources in their respective fields, the two sides released the jointly branded "Kunlun Tianrun" and "Chexiangjia" lubricants, jointly building a "People · Car · Life" ecosystem and achieving integration from brand alliance to outlets, products and services.
Lan Qingsong, Vice President of SAIC Motor Corporation Limited; Zhang Yusong, Secretary of the CPC Dujiangyan Municipal Committee, and Yuan Ming, Vice Mayor of Dujiangyan; Liao Guoqin, Deputy General Manager of PetroChina's Marketing Company; Fu Bin, General Manager of PetroChina's Sichuan Marketing Company; Sun Shuhao, Deputy General Manager of PetroChina's lubricant company; Xia Jun, Chairman and CEO of Chexiangjia; Xu Qiuhua, General Manager of SAIC Maxus Automotive Co., Ltd.; Shen Xuan, General Manager of the Minjiang Branch of PetroChina's Sichuan Marketing; and Wang Dexin, Deputy General Manager of SAIC Maxus Automotive Co., Ltd., attended the press conference.
Kunlun Lubricants enters the automotive aftermarket
Building the "People · Car · Life" ecosystem
As the largest domestic supplier of oil and gas and of base oils, PetroChina ranks third on the Fortune Global 500 list and possesses unique resource advantages and leading oil and gas exploration and development technology. Since 2005, PetroChina has carried out lubricant cooperation with SAIC Motor to develop matching lubricant products, and its Kunlun Lubricants has also become the supplier of factory-fill oil and service oil for several SAIC Motor enterprises.
With the arrival of the "stock era" in the domestic auto market, the automotive aftermarket has become the core focus of the auto industry and a key area for its transformation and upgrading. In 2016, PetroChina and SAIC Motor continued to deepen cooperation on the basis of their existing integration, relying on PetroChina's retail network of more than 20,000 service stations across the country and the advantages of the "People · Car · Life" ecosystem built at those service stations, extending the scope of the cooperation to more dimensions such as new car sales, vehicle accessory products and automotive aftermarket services.
A relevant person in charge at PetroChina said that signing the strategic cooperation agreement with SAIC Motor marked the first step in PetroChina's full entry into China's automotive after-sales service market. The nationwide vehicle repair and maintenance service network established through the cooperation, with high service standards and high-quality auto parts supply, will safeguard car owners in their pursuit of a high-quality automotive life.
The Kunlun Tianrun & Chexiangjia dual-brand strategy
Delivering services across the full vehicle life cycle
Joining strong forces and pursuing win-win cooperation is an important means for enterprises to enhance their market competitiveness. At this press conference, Kunlun Tianrun, endorsed by PetroChina Kunlun Lubricants, and Chexiangjia, endorsed by SAIC Motor, launched a dual-brand strategy that will provide customers with services covering the entire vehicle life cycle, from car purchase through repair and maintenance to used-car transactions.
As an important element of the dual-brand strategy, a relevant person in charge of PetroChina's lubricant company announced at the press conference that, on the basis of product R&D strength and target customer needs, jointly branded "Kunlun Tianrun" and "Chexiangjia" lubricants would be introduced to the automotive after-sales service market. Among them, Kunlun Tianrun Chexiangjia Premium KR9-T is a bespoke product developed for luxury models; its wear indicators for engine exhaust and intake camshafts and cylinder liners are superior to the American API standard, and it has obtained OEM certification from automakers such as Porsche.
In addition, the two sides will further deepen cooperation in community services, product development, joint marketing, shared outlets and promotion using their respective resources, providing "e-station to your door" repair and maintenance services and the "Run Wusheng" total lubrication solution, so as to build a high-quality, trustworthy private car maintenance service system for the automotive after-sales market.
Coordinated marketing
Three generous gifts
In recent years, a number of enterprises with internet thinking have rushed to stake their claims in the automotive aftermarket, but their development has not been encouraging. Unlike these enterprises, PetroChina is committed to providing customers with quality services and products at favorable prices, and uses internet thinking, offline channels and online resources to give customers a satisfying consumption experience.
With the dual-brand strategy launched this time, participating customers can enjoy three generous gifts, bringing more value-for-money benefits to their car-owning lives. First, at Chexiangjia stores, customized discount packages that include the jointly branded lubricant will be offered, letting customers enjoy a high-quality automotive life; second, a SAIC-PetroChina co-branded card will be promoted nationwide, giving access to the discount benefits of both brands; and third, a discount channel will be opened on the Chexiangjia mobile app, where users who book services at Kaka Chexiangjia stores through the app can enjoy additional discounts. In addition, PetroChina and SAIC Motor have jointly launched a new "three-in-one" car-care model, combining new car sales, car-care services and membership services.
It should be said that this is a model of cross-brand cooperation and plays an important role in the leapfrog development of both sides. PetroChina and SAIC Motor have also agreed, in a spirit of open innovation and win-win cooperation, to continue deepening cooperation channels and expanding cooperation areas, and, through the combination of "efficient online operations" and "high-quality offline services", to improve the consumer experience and achieve an all-round upgrade of brand, service and marketing, bringing one-stop service truly within users' reach. At the same time, they are taking the lead in extending the value of the automotive industry chain from upstream to downstream through their own innovative transformation, helping SAIC Motor build a more complete and sustainable "People · Car · Life" ecosystem.