Gentrification in the oil industry products has become a common trend in the face of domestic brands pressing harder and harder, the International Shell lubricants brands, showing their ability to control mature brand.

    As the earlier opening of the commodity market, China's oil industry early on by Shell, Mobil, Castrol lubricants brand and other world's major high-end market occupied a favorable position. But in recent years, the Great Wall Lubricating Oil by Sinopec, CNPC Kunlun Lubricant as a leader of the "national team" a huge number of private enterprises and high-end brands on the market pressing harder and harder.

    Large-scale television advertising partners in the competition, promotion, marketing and other coverage of the attack, in China the number one supplier of Shell International Lubricating Oil, but throughout the fight to maintain its holding high-profile, media comment on Shell's market strategy "rather loss of market is not falling prices, lost profits rather lose share of the brand strategy. "

    "We hope that our target is the brand-oriented, value-oriented consumers." Shell lubricants in China and Hong Kong, Shen Jian, general manager of accepting a "successful marketing," a press interview that Shell's pricing strategy, sales strategy, and channel strategy by the development needs of the target population.

    Three types of consumer groups

    Motor oil is Shell BtoC market a product line of important. Shen Jian told the "successful marketing," a reporter, Shell motor oil by the personal spending habits of consumers is divided into three categories:

    The first category is the "expert" consumer groups: they proficient in cars, will yourself to choose the right lubricant for cars; second category is "famous brand" consumers: living environment in China is still at an early stage in automotive applications, Consumers there are some difficulties in their own oil change, so the car part of the Chinese consumers have a certain understanding, will often use a fixed location to the fixed brands of lubricants; third type of motor oil consumers to the brand recognizable not high, but will rely on experts, a friend recommended to choose the brand lubricants.

    "Tend to buy the cheapest oil consumers, not our target group." Shen Jian said. Maintenance requirements for different consumers, Shell is establish and improve the corresponding service system. Remains the main channel of the traditional oil change and maintenance 4S, 3S shop, the continuous development of independent service channels, Shell customers, from the quick repair shop to the conservation center "flagship store", the channel continued to deepen.

    Foster consumer

    Oil is highly involved in consumer products, most consumers believe that the maintenance of essential oil on the car, but on the other hand, oil products, its own characteristics also determine it difficult for consumers to evaluate product quality through the use of,

    Early 2010, Shell commissioned an independent market research company survey conducted in China, 64% of consumers concerned about the oil, oil products, know a good car can give a better protection. But how to brand from the market, a large number of oil products in the label to make a choice, the general lack of knowledge. How do products become "visual", so that consumers understand the technical value? Shell made a variety of experiential marketing attempt.

    In 2010, Shell in addition to partner with 60 years of marketing activities jointly organized by the Ferrari racing, but also building the Internet word of mouth position, "Shell Helix love card zone", as the majority of Shell motor oil and car people interaction communication network platform, Shell engineers are regularly online to answer users questions, and organize offline activities.

    Near the end of the year, held in Beijing, Shell Lubricants Shell Global Technology Exhibition. Exhibition on display a whole body transparent, with a real car into a 1:1 ratio of "crystal car" model. The internal structure of the car viewer can glance and see clearly how the Shell Lubricants to play various parts in the engine clean and protection.