Kunlun Lubricant: Innovation Builds a Brand

In an age when products tend toward homogenization, innovation is the source of an enterprise's development and its way of survival. From its establishment at the end of 2000 to today, Kunlun Lubricant, having lived through 14 years of market trials, has grown rapidly from an industry follower into a domestic leader. But Kunlun Lubricant did not stand still; instead it remained vigilant in times of peace and, relying on technological and service innovation, took the initiative to do battle in the market, successfully lifting itself into the high-end market and keeping pace with well-known international brands.
Innovative technology leads the market
As the automobile industry develops rapidly, the demand for lubricants also grows steadily. Facing obstruction by well-known international brands and the pursuit of private enterprises, Kunlun Lubricant would undoubtedly have to endure hardship if it wanted a share of the pie.
Approach determines the way out; strategy determines the future. In order to stand out from a narrow gap, the clear-headed and resolute decision-makers of the Lubricant Company, on the basis of market research and data analysis, finally made a historic decision: to march into the high-end lubricant market and launch 'Kunlun Tianrun'. They also required that the high-end market must have high-end concepts, that a new product is not just a changed package or a different drum type, that it must not be new wine in an old bottle, and that a new product must have new quality.
In line with this positioning, Kunlun Lubricant upgraded the whole Kunlun Tianrun line, the first task being to innovate the technology and raise each indicator, sounding the prelude to contending for the high-end market. For example, it adopted phosphorus-retaining technology and chose additives from which phosphorus evaporates less easily; through the synergy of organic molybdenum and ZDDP it resolved the contradiction between the limit value for phosphorus content and anti-wear and friction-reducing performance, greatly lowering the coefficient of friction, better protecting and extending the service life of exhaust after-treatment devices and achieving an energy-saving and environmentally friendly effect.
'Kunlun Tianrun', developed with innovative technology, has become a representative of national brands through its high quality; this is a piece of good fortune for the automobile industry.' Jiang Gongmin, chairman of the Henan Provincial Automobile Industry Association, believes that Kunlun Lubricant's course in the high-end petrol engine oil field has all along been a very hard one, and that the launch of 'Kunlun Tianrun' filled a gap.
Innovative concepts serve customers
It is said that details determine success or failure, and this is not at all wrong. In this time when markets are won with service, Kunlun Lubricant Company not only provides quality lubricant products but also keeps customers and end users in mind, handling every detail well. In particular, in matters that are urgent to customers it provides solutions with heart and does its utmost to help customers reach their goals, and it has therefore won customers' recognition.
At the end of 2014, at the 2014 annual supplier summary and commendation meeting held at the headquarters of Shanghai GM, the Genuine Parts Department of Shanghai GM presented Kunlun Lubricant with an 'Outstanding Service Satisfaction Award'. At the same time, Dongfeng Motor Corporation also presented Kunlun Lubricant with an 'Outstanding Supplier' award.
Zhang Qingwei, deputy head of the Market Development Division of PetroChina Lubricant Company, said of this: 'We received these awards not because our brand is famous but because we provide customers with stable product quality and fast logistics service.'
Take JAC Motors as an example. On December 9, 2014, JAC Motors was going to Mohe to carry out a severe cold region test on the new CJ4 model and needed 0W grade lubricant for factory fill. On December 5, after receiving the news, Kunlun Lubricant immediately organized technical staff of the R&D Center to discuss the area, model and engine for JAC Motors' test; after the plan was determined, production was organized overnight and a vehicle was then dispatched to deliver the oil to JAC Motors, ensuring that they could fill the vehicles in time on the 9th and set off for Mohe.
Indeed, over the past 14 years Kunlun Lubricant has not let the slogan of 'improving product quality and service quality' become a mere formality, but has insisted on putting customers at the centre and taking the market as its guide, promoting the 'butler-style' service concept, namely 'establish a contact card, provide professional service 24 hours a day and let the customer have peace of mind'.
Today Kunlun Lubricant has entered its 15th year. In accordance with the enterprise's plans and goals, Kunlun Lubricant will as always maintain a conscientious attitude and the habit of keeping a low profile, providing all customers with high-quality, high-efficiency technology and service.