"New Era, New Starting Point, New Journey": Kunlun Lubricant Presses the "Fast Forward" Button on High-Quality Development

On December 18-19, the "First Kunlun Lubricant Marketing Managers Forum" was successfully held. Taking the Lubricant Company's 20th anniversary as an opportunity and themed "New Era, New Starting Point, New Journey", the forum focused on the spirit of the group company's marketing work conference. Lubricant Company leaders, marketing managers, partners, contestants in the marketing planning creativity competition and experts and scholars from China University of Petroleum and the China Petroleum Management Institute attended the forum.
Xiao Hongwei, Party Secretary and General Manager of the company, attended the meeting and stressed: it is necessary to grasp the direction and the overall situation; to further strengthen theoretical learning ability and comprehensively raise the level of learning; to firmly grasp the concept of customer first and efficiency first; to further move from selling products to selling technology, services and brands, and to deeply understand the three positioning pillars of "technology, service and brand"; to move from extensive marketing to precision marketing and improve and upgrade the "3369" development strategy; and, taking the brand's "three new propositions" as the foothold, to strive to build a world-class digital and intelligent high-tech enterprise with the best brand and the best returns and, together with partners, to embark on a new journey of high-quality development.
1. Changing concepts and thoroughly implementing the spirit of the group
Sun Shuhao, Deputy General Manager of the Lubricant Company, conveyed the spirit of the keynote speech by Dai Houliang, Chairman and Secretary of the Party Leadership Group of the group company, at the group company's marketing work conference:
The group company is at a key stage of promoting high-quality development and building a world-class enterprise. It is necessary to base ourselves on the era background of the "two overall situations", fully understand the profound changes in the domestic and international market environment, accurately assess the new patterns and new characteristics of market competition, accurately understand the new trends and new requirements of marketing, be clearly aware of our own prominent contradictions and problems, and focus on observing the general trend, planning the overall situation, doing practical work and ensuring implementation.
It is necessary to effectively enhance the sense of responsibility and urgency in marketing work, stand at a strategic and overall height, adhere to the marketing guideline of "market-oriented, customer first; production determined by sales, sales promoted by production; integrated coordination, win-win competition and cooperation", emancipate the mind and change concepts, further clarify direction, increase awareness, transform methods and strengthen capabilities, focus on shoring up weaknesses and strengthening weak areas, and continuously open up new prospects for marketing work.
2. Clash of ideas: competition on the field inspires innovative vitality
In the marketing planning creativity competition that followed, contestant representatives from 16 secondary units and business divisions from Guangzhou, Wuhan, Nanjing, Dalian, Lanzhou, Xiamen, Daqing, Chengdu, Xi'an, Shanghai, Jinan, Beijing and Xinjiang, and from the grease and liquid division and the special oil division, presented their creative marketing plans.
Focusing on topics such as enhancing innovative marketing capability, building digital marketing platforms and opening up innovative channels, and combining them with the practical problems Kunlun Lubricant faces in marketing, the marketing managers analysed new trends, new directions and new developments in the industry from different dimensions such as technology, service and industrial chain, shared new technologies, new ideas and new experience and put forward targeted solutions, offering new development ideas for enhancing the precision marketing capability of branch companies and stimulating employees' innovative ability.
Photo | Representative of the Lanzhou Branch speaking
Photo | Representative of the Daqing Branch speaking
After intense competition, 6 marketing managers won awards in the competition, gaining unanimous recognition from the judges with their innovative marketing thinking, precise marketing plans and complete marketing chains.
In addition, through recommendations from branch companies and online voting, the forum selected Kunlun Lubricant's "Top Ten Marketing Managers", who have interpreted the spirit of "responsibility, teamwork and dedication" through concrete actions.
3. Offering suggestions: sharing views to promote development together
To promote the company's high-quality development, the marketing managers sub-forum held on the 19th invited heads and business backbones of offices, departments, business divisions and project departments to share experience and views along the five product lines of vehicle oil, industrial oil, special oil, key accounts and grease and liquid, and held in-depth discussions on the direction and methods of the next stage of work.
Everyone agreed that new technologies, new business forms and new business models are constantly emerging, making China's rapidly changing lubricant market a competition arena for major global brands. Amid the great changes of the digital era, Kunlun Lubricant's brand innovation spirit and the empowerment of terminals by its excellent products are the winning conditions. Kunlun people must always put products with high quality, high added value and high customer experience first - that is the eternal theme of brand development and also the surest way to open up the market.
4. Win-win cooperation: advancing hand in hand to create glory again
Partners are a key link in driving marketing work. Kunlun Lubricant's partners have witnessed its growth, recognised the Lubricant Company's brand development philosophy and advanced hand in hand with Kunlun Lubricant, giving full support in innovative and replicable areas such as customer development and market maintenance, sales team building, marketing models and customer service, making outstanding contributions to cultivating and expanding channel customers and to channel planning, channel building and channel upgrading for the Lubricant Company, and helping to consolidate Kunlun Lubricant's market foundation and sustainable development.
The forum selected Kunlun Lubricant's "Top Ten Partners". Kunlun Lubricant looks forward to advancing hand in hand with all partners for mutual benefit and win-win results, jointly boosting China's lubricant industry and promoting the development of Made in China.
The forum built a platform and bridge of consulting services, learning and exchange and joint development for PetroChina lubricant sellers, operators and professional technical personnel. It was a beneficial attempt to promote the application of new technologies and new experience and to enhance marketing capability, providing a solid guarantee for promoting the high-quality development of energy product sales in the new era. Through this training exercise, marketing managers will keep the market and customers in their hearts and achieve organic integration with partners.
At present, China is in the great process of transforming from Made in China to Created in China, from Chinese speed to Chinese quality and from Chinese products to Chinese brands. Keeping the current situation in view, Kunlun Lubricant insists on independent innovation and is building a world-class digital and intelligent high-tech enterprise with the best brand and the best returns, showcasing the style of Made in China to the world and helping realise the "Chinese Dream" of national rejuvenation.