Kunlun Lubricants Steps Up Brand Internationalization

In recent years, while confronting fierce competition in the domestic lubricant market and continuously raising its market share, domestic lubricant brands represented by Kunlun have made bold strides into the international market, widening the road to brand internationalization.
In developing the Central Asian market, China National Petroleum Corporation (Kunlun) Lubricant Company initially entered local markets mainly by bundling exports of trucks and construction machinery and through overseas oilfield drilling projects. Seizing the opportunity of the Beijing Olympic Games, in August 2008 the company launched Kunlun Lubricants Olympic promotional campaigns in Almaty, Astana and other cities, fully combining brand promotion with sales and market research. This markedly raised Kunlun Lubricants' local profile and increased product sales by 347% year on year.
Relying on superior quality and increasingly mature market operations, Kunlun Lubricants continues to expand its international footprint. A company executive said: "CNPC boasts the two most advanced lubricant research centres in China and controls 60% of the country's high-quality base oil resources, on which we have developed a series of new, internationally advanced lubricant products with independent intellectual property rights. Strong technical strength and reliable product quality give Kunlun Lubricants the capability to enter the international high-end market.