Why is it difficult for lubricant dealers to do it now?

I used to be engaged in product planning and marketing in Changan Automobile, and later I was lucky enough to enter the lubricant industry as its regional manager in Shandong Province. My major is marketing, and I have always been interested in the direction of market research. During my time in the market, I often heard from the managers of various dealers and repair shops that the situation was not as good as in previous years. However, if you carefully study the market in China and even the world, you will find that the market demand for lubricating oil is increasing every year, and the demand is very large.

Below I elaborate my views from the following aspects, and I also hope that the predecessors in the lubricant industry will criticize and correct me:

The demand for lubricants is huge.

1. Newly purchased vehicles every year.

In China and the world market, a large number of cars, RVs, heavy trucks, buses, school buses, heavy trucks, pickup trucks, vans and other vehicles enter the hands of riders from 4S shops, manufacturers and second-hand markets every hour, every day, every week and every month, and travel all over the country. These new cars have undoubtedly increased the new demand for lubricating oil. Although the economic situation is not good, it will not affect the demand for car purchase, even if it has an impact, it is only a small part.

2. Newly built vehicles every year

The last interview was about how many cars entered the market every minute, and now it is about how many new cars are parked in the manufacturer's garage every minute. There are about 96 well-known automobile manufacturers in China, of which about 45 have bus production lines. Take light transportation (bread, pickup truck, car, etc.). ) for example. The capacity of each line is calculated in minutes. Every car needs lubricating oil as long as it is on the production line. All car companies in China produce at least several hundred thousand cars per hour. Think about the daily demand for lubricating oil.

3. Old vehicles that run every year or vehicles that have passed the running-in period.

Every day, new cars enter the market, so there are also old cars moving. The number of these old cars already on the market is also more than the sum of new cars and cars parked in the factory garage (excluding tanks, ships, planes, agricultural machinery, bicycles, air conditioners, refrigerators, etc.). ). These running vehicles are in great demand, just like fixed assets.

4. Every minute counts for manufacturing equipment.

Our clothes, drinks, biscuits, cups, etc. All kinds of mechanical equipment are needed to produce. How many such devices do you think there are in this country? How many running equipment are there in your living area? It can be said that where there is gear contact, lubricating oil is needed.

5. Other things that need lubrication due to friction.

The actual market demand is great, why do you suffer the dealers?

What we studied above is market capacity. What we want to say now is "such a huge market demand is not well reflected by dealers, and the situation is not as good as in previous years." Here, I only analyze it through my current understanding. Of course, there are some behind-the-scenes factors, monopoly and government actions make it difficult for dealers to do it. I don't know, so I won't analyze it here. I hope authoritative experts and experienced people in the lubricant industry can give us a lesson and solve our doubts.

1, the market area actually controlled by dealers is small and homogeneous.

For the whole country and even the whole world, the daily market demand is great, but the actual share (affected by your living area, activity area and border) is much smaller. Maybe you are assigned to a county, a village, a city or several repair shops. At this time, the huge market demand becomes the restrictive market demand for you. I often see this situation in long-distance stations in several counties: there are agents of four or five famous brands such as Mobil, Kunlun, Great Wall and Uni-President near the station in one county. Just like two people cooking and four or five people eating, how much rice can you take (no one admits that he is small when he is hungry).

2, the psychological needs of end customers

Many people buy new cars every year. When buying a car, they consider how to reduce the cost of buying a car. After buying a car, they consider how to reduce the use cost and maintenance cost. Car owners want their cars to have long life, good maintenance, less maintenance and individuality. But for the sake of cost and convenience, we have to change the oil every 3000 kilometers, and now we run 5000 kilometers; I used to run 5000 kilometers, but now I run 7500- 10000 kilometers (3000-5000 kilometers in Japan and 7500 kilometers in Germany). No matter the new or old car owners, this driving mode will have an impact on the oil change cycle, but we also see a new market demand point: oil with less oil change and long lubrication life. For lubricants that are generally only 5,000 kilometers, the owner ran 7,500 kilometers. On the surface, he saved money on oil change, but in fact, the mechanical wear is more serious. The oil change money saved today may be the repair cost in the future.

3, the operation of the mechanical equipment oil change is not timely.

Of course, everyone's attitude towards production equipment is not as good as his own car, although some companies specifically stipulate that oil should be changed regularly and overhauled regularly. But it is not clear to what extent it is actually serious. Some business leaders prefer to do other things with the saved oil money.

4, the impact of counterfeit products

In the process of running the market, an agent once told me that "our products are all wholesale from XX wholesale market, where there are many famous brands and affordable prices". I don't doubt the authenticity of their products here, but I guess they will never know where the products in the wholesale market come from. What's more, real brand-name products use better production raw materials, even the wholesale price in the wholesale market will not be very cheap. For dealers selling genuine products, the price shock of counterfeit product agents is more dominant. For car owners and users, under the same brand, whoever has a low price will buy it.

5. Name of manufacturer; Internal exclusive supply; XX automobile special oil

An agent once told me that "some lubricants are not very good in quality, but because automobile manufacturers or 4S shops have a certain relationship with them, they tell car buyers what brand of lubricants to use"; Another dealer told me, "I have been to this brand of lubricating oil factory, which is not very good, with poor production quality and high purchase price." Although XX diesel engine is very special, it is not good. Car owners don't understand it and are trapped by "special". In fact, they don't understand the harm. " These products, which are designated by manufacturers or leave a unique impression on customers, have low profits, but they have to be made.

Author: Song Yufei

E-mail:15830432785 @163.com.