Ge Jindong: Taking the Initiative to Expand the Market

Ge Jindong is currently manager of the Shanxi area of the Industrial Oil Department of the North China Branch. Since the founding of the Lubricant Company he has fought on the front line of sales, living through the changes in the market environment. Facing one market development problem after another, he looked for ways and measures, gradually adapted to and grew to love the work, improved his personal capabilities, met the high demands the sales post makes on personal qualities, and gradually grew into a sales manager shouldering more important work.
In order to accurately grasp the characteristics of industrial oil in Shanxi, he led the sales staff, under the requirements and arrangements of the company, to complete research on the Shanxi market and produce reports including the 'Shanxi Market Plan', 'Shanxi Industry Research Report', 'Report on the Coal and Steel Industries of Shanxi' and 'Characteristics of the Shanxi Market and Sales Strategy'. This gave him an in-depth understanding of the Shanxi market and of the oil use and characteristics of Shanxi's leading enterprises; he drew up a development plan, implemented it step by step and actively followed through. Today all 11 administrative regions of Shanxi have Kunlun distributors, covering coal, steel, chemicals, cement, machining and metallurgy, with 110 controllable end-user enterprises. The company has entered the five major coal enterprises that lead the Shanxi industry, squeezing the market of competing products. As Kunlun's market share rises year by year and Kunlun products are basically used by key enterprises in every industry, Shanxi has been built into a ten-thousand-ton market in North China, realizing the company's strategic vision of 'holding one of the three shares of the world'.
Governing the market well is also being responsible for a brand's development and is key to distributors' loyalty to the brand. In the fight against counterfeit goods he has repeatedly cooperated with local industry and commerce and quality inspection departments to investigate and deal with fakes: he assisted the Huozhou Administration for Industry and Commerce in investigating counterfeit Kunlun industrial oil products used by the Huozhou Chemical Company, assisted the Changzhi quality inspection department in investigating counterfeit products sold by local distributors, reported several counterfeit storage sites, and worked with anti-counterfeiting companies to shut down a large batch of fake goods, boosting distributors' confidence and safeguarding market order.
In managing distribution channels, he first lays out channels reasonably and removes overlapping distributors, and he is also very prudent in developing distributors, preventing several channels from developing the same end-user enterprise. In enterprise bidding, we led the entire bidding process and arranged for distributors to bid in an orderly manner.
Taiyuan Iron and Steel Stainless Steel is a company-level VIC (very important customer). After many visits and specific guidance by company leaders, it became a well-known domestic enterprise successfully developed by the company. Since business began in 2013, he has frequently gone deep into TISCO's management departments and branch plants, built good personal relations with managers at all levels, and learned about oil use at the equipment of each TISCO branch. On that basis he produced the 'Plan for Promoting Kunlun Lubricant Products at TISCO Group' and submitted it to company leaders, winning praise; building on the plan, he negotiated with TISCO's management department and reached a substantive trial agreement on replacing foreign brands, and pushed forward its implementation. At present the replacement of fire-resistant hydraulic oil and Mobil products has been carried out smoothly and has entered TISCO's procurement procedure. He also took part in TISCO's 2015 tender for domestic oil products, doing a great deal of price research beforehand to establish the prices at which competing products had previously been used at TISCO, so as to bid in a targeted way, and won a share of the domestic oil portion. At present the TISCO project has replaced 34 tons of imported oil products and 88.4 tons of domestic competing products.