Segmenting the Market: Kunlun Wins the Retail End Through Differentiation

With competition in the lubricant industry fiercer than ever, lubricant makers are striving to find the best way to win consumers over. While other companies are still searching, Kunlun Lubricants starts from the perspective of caring for consumers, segmenting the market to match consumers' diverse needs and building a differentiated product portfolio, a move that has been recognized by consumers.
Kunlun Lubricants now has 13 sub-brands, including Tianyuan, Tianrun, Tiange, Tiangong and Tianhong, matching different products to different vehicles so that each vehicle receives more effective care. For the ethanol fuel being promoted in 10 provinces and regions of China, for example, it developed the Tianlai series: its low-phosphorus formulation, low volatility and excellent high-temperature lubricity and detergency/dispersancy reduce emissions, meet environmental requirements and keep engine components clean. For construction machinery, which carries heavy loads and suffers severe wear, the company launched the Kunlun Tiangong series of lubricants suited to high-turbocharged, heavy-duty construction machinery working under harsh conditions, providing all-round protection.
True to its philosophy of caring, Kunlun has opened up a path of customizing products for each vehicle, which not only sets it apart from other brands but has also driven substantial gains in market share and brand influence in the mere eight years since its founding. Kunlun has become a leader in China's lubricant industry.