In the face of the continuing low temperature in the commercial vehicle market, different styles of companies have different strategies. What Jiangsu Long Hao Technology Co., Ltd. (hereafter referred to as "Dragon") chooses is an active response. It is the character of this company that it is difficult to overcome difficulties and break through.
Long Hao Technology participates in the exhibition
Find your own pond
When Longyin Technology was founded, isn't it a difficult situation to face?
Founded in 2003, the product was officially released in 2004. At that time, there were already more than 4,000 lubricant brands on the market, including large-scale state-owned enterprises such as the Great Wall and Kunlun, as well as multinational giants such as Shell , Mobil , Castrol and Total.
How do you grow up in the waters of many big fishes? Since the beginning of the game, Longquan has been precisely positioned to divide its own pond.
At that time, the dominant market for passenger car lubricants was joint venture brands and imported brands, while trucks were mostly self-owned brands. Based on such market analysis, considering the product selection characteristics of different types of car companies, Long Hao decided to do it first. Lubricant for trucks. "This decision provides a very favorable market breakthrough for the company's later development," said Chen Xiaoxing, director of marketing at Longxi.
After selecting the right position, Long Hao firmly believes that only the quality of the product can be properly obtained, and the customer's trust and market recognition can be truly obtained. Since its inception, Longxi has always adhered to the principle of quality as the basis, selected first-rate suppliers of imported base oils and additives, and introduced internationally advanced production equipment and filling lines to ensure that every barrel of oil produced can be produced. To achieve the advanced level of the industry.
With precise positioning and no loss of international big-name product quality, Long Hao has developed into a leading brand of domestic private lubricant companies in a fierce industry competition environment. Now it has Jianghuai, Yutong, Dongfeng, FAW, More than 60 long-term strategic cooperation customers including Zoomlion, Shanghai Diesel and other well-known auto, engineering and engine manufacturers.
Spotlights and Oil Saving Competition
Chen Xiaoxing stated that the reason why Long Hao chose to sponsor the 8th China International Truck Fuel Contest (hereinafter referred to as the “oil-saving competitionâ€) was because the purpose of the oil-saving competition was very consistent with Long Hao’s product concept of “energy-saving and environmental-friendly emission reductionâ€.
After all, the lubricant industry, like the automotive industry, faces long-term issues of energy conservation and environmental protection. In contrast, the cost of improving fuel economy through lubricant formulation technology is much lower than other ways of improving fuel consumption. In the oil-saving competitions where companies exhibited their achievements in exchanges and oil-saving R&D, the dragons with a very high exposure rate were also very eye-catching.
The products participating in the fuel-saving competition included Longpan “Heamagari†and “Four Seasons†series diesel engine oil products.
“Hello pressure†is a hydraulic oil-reinforced diesel engine oil. It adopts a unique magnetic oil film technology. The oil film strengthens and permanently adsorbs the friction surface. Under low-temperature start-up, high-temperature operation and heavy load conditions, it can effectively increase oil pressure and maintain oil pressure. Stable to prevent abnormal engine wear and ensure long lasting engine power. Hi pressure products are specially added with oil pressure booster to help increase oil pressure instantly and increase power quickly, which can effectively save fuel energy consumed in engine parts and transmission systems, thereby greatly improving fuel economy.
"The Four Seasons Pass" is a general-purpose engine oil product owned by Longxi. It has excellent high and low temperature performance, can make the engine start smoothly at low temperatures; in the high temperature environment, to maintain the oil pressure lasting stability; four seasons without the need to change the viscosity, change the oil cycle longer.
“The two oils from Hi-pressure and Four Seasons have been recognized and respected by commercial vehicle drivers since their introduction. This time through the quality verification of the oil-saving contest, we believe that we will get more consumer recognition and achieve new product sales. A round of growth.†Chen Xiaoxing is very optimistic about this.
Innovate DNA into blood
The common low-price competition phenomenon of domestic self-owned brands also exists in the lubricant industry. Long Hao feels a lot of pressure, but it is not free to reduce prices. "Because Long Yao's core competitiveness is not a low price, but in order to solve the actual consumer problems as the product, technology and mode of innovation," Chen Xiaoxing said.
In the 12-year development process, Long Ye has been focusing on the automotive industry and has been continuously innovating on production processes, products, and marketing models. It has achieved phased innovations in lubricants, greases, new materials, nano-synthetic technologies, and energy conservation and environmental protection. It is the continuous innovation drive that makes Longxi change from a lubricant manufacturer to an independent research and development brand involved in multiple fields.
Take automotive urea as an example: Due to the requirements of a cooperative car company, Long Hao discovered a huge market space for urea solutions for vehicles in the future. He started researching and developing automotive urea solutions since 2006, and successfully developed products in 2008. The official establishment of Jiangsu Kelansu Automotive Environmental Protection Technology Co., Ltd. In 2014, after the country officially identified the implementation time of the National IV emission standards, the company turned losses into profits, ushered in the spring of explosive sales growth, and became synonymous with domestic vehicle urea.
In 2015, Longxu mainly focused on energy conservation, environmental protection, and emission reduction. It has successively introduced energy-saving lubricants that use ECO synthesis technology to improve fuel economy, and low ash engine oils that improve the compatibility of exhaust gas aftertreatment systems. Oil mileage "gift-saving" long-range diesel engine oil series; DOC/POC cleaning fluid to solve POC plugging problem; SCR nozzle blocking problem of anti-crystallization urea, SCR nozzle scale remover and 3ECARE VOC to manage vehicle interior VOC Formaldehyde net...
If quality is the essence of Longxi's life, then innovation is the core driver of Longxi's sustainable development. Long Yao's corporate culture is "responsibility, innovation, and challenges", and the DNA of innovation has long been integrated into everyone's blood.
See the opportunity in the contrarian
Private enterprises are accustomed to self-reliance. It seems that they are born with genes that are "tolerant to cold", and it is easier to find the shadow of spring in the winter.
“In the past two years, the commercial vehicle market has been declining, and it definitely has an impact on Long Hao. This has both negative and positive effects,†said Chen Xiaoxing.
In terms of sales of diesel engine oil, sales of diesel engine oil in the first half of this year did slow down compared to the previous growth rate. However, in terms of sales structure of diesel engine, sales of high-end diesel engine oil products with grades above CH-4 have increased substantially. The sales structure of oil products has been greatly optimized. At the same time, the sluggish commercial vehicle market environment has also spawned the development and listing of a variety of new products, promoting new marketing models and exploring new markets.
Especially in terms of marketing, for the commercial vehicle maintenance market, the Dragonfly All Seasons Chain Rapid Oil Change Center project has initially completed the layout of East China, Northwest China, South China, North China and Southwest China, with over 300 franchise stores; The maintenance of Dragons Supreme Conservation Co., Ltd. is also in rapid development, with nearly 400 partners.
Cooperate with e-commerce platforms such as Alibaba and Jingdong to launch O2O services and Tmall customized products. Jointly launched Tmall and Tueniu Travel Network to launch the “Crossing the Flaming Mountain—China-made Lubricant Quality Limit Challenge†event... Continued in the Internet Forces, the online and offline linkage dragons have made a great achievement.
In the oil e-commerce analysis report released by China Lubricants Information Network in mid-September, Longxi Technology once again ranked top in e-commerce top-selling brands in August. Innovating and transforming and actively integrating the “Internet+†thinking, so that as a latecomer to the industry, Long Hao, in the field of e-commerce and domestic and foreign famous brands stand on the same starting line.
Accurate positioning, quality-oriented, energy-saving and environmental protection, innovation-driven, and embracing the Internet have all been enough to allow Long Hao to compete for the front row on the road to spring.
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