Becoming a Dominant Northeast Tiger in the Market: An Interview with the Sales Director of Daqing Yinhang Petrochemical Co., Ltd.
Release Date:
2011-05-19
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Abstract
Editor’s Note: On April 23, 2011, the “National Auto Parts Fair and National Auto Parts Procurement Fair”—the most influential event in China’s auto parts industry—was grandly inaugurated at the Shenyang International Exhibition Center. Daqing Yinhang Petrochemical Co., Ltd. made a high‑profile appearance at the fair with its flagship line of cutting‑edge lubricants, drawing widespread attention.
As China’s most visited and most influential Lubricating oil Industry online media, China Lubricating oil Information Network( www.sinolub.com ) A robust editorial and production team was dispatched to provide professional media support for the exhibition, delivering comprehensive publicity and coverage. At the event, we also conducted an on-site interview with Mr. Zhang Hao, Sales Director of Daqing Yinhang Petrochemical Co., Ltd.
High-quality raw materials Building a high-end brand Lubricating oil product
Daqing Pilotage Petrochemical Co., Ltd. was established in 2005, based in Daqing—the world-renowned petrochemical hub—and has consistently pursued a brand strategy to build “China’s premium lubricants.” After five years of development, the company now boasts an integrated portfolio encompassing lubricants, Lubricating grease A modern industrial park integrating the production, R&D, and storage‑transportation of antifreeze and brake fluid, with production technologies that rank among the best in China. This exhibition marks Yinhang’s first comprehensive, systematic showcase of its full product lineup, spanning automotive oils, motorcycle oils, and… Construction machinery , a full range of industrial oils is available. In this regard, Zhang Hao, Sales Director at Yinhang, stated that the company operates under the guiding principle of “Implementing a brand strategy to build a century‑long legacy,” selecting the world’s most advanced product formulations and raw materials, thereby establishing Yinhang as a benchmark brand leading the advancement of China’s high‑end lubricants. Consequently, they have consistently focused on delivering products that truly meet the standards of premium quality. From… Base oil From base oils to additives, they all use the highest‑quality, most advanced materials available. Zhang Hao offered a vivid analogy: “Blending lubricants is like cooking—making a meal that’s visually appealing, aromatic, and flavorful requires not just skill, but also top‑notch ingredients. Only by selecting premium raw materials can you produce truly high‑quality products that meet international standards.”
Zhang Hao told a reporter from the China Lubricant Information Network that Yinhang’s commitment to building “China’s premium lubricants” is not merely a slogan—it is a concrete effort to deliver high‑quality products and services to its customers. Yinhang’s strengths are primarily reflected in several key areas:
First, Yinhang Petrochemical is located in the Daqing Oilfield, China’s largest oil-producing region. The paraffinic crude oil from Daqing boasts a high viscosity index, low sulfur content, and low residual carbon—meaning it contains minimal asphaltene and gum—and, after undergoing isomerization dewaxing and triple‑stage hydroprocessing, is widely regarded as one of the finest lubricant base oils available today, with a reliably secure supply of raw materials. In the face of fierce competition in the premium‑oil segment, Yinhang has eschewed superficial marketing in favor of steadfast quality, bolstering its technological edge so that users can truly experience what sets its products apart—demonstrating genuine responsibility to society and to drivers alike. Above all, Yinhang aims to “use the finest raw materials to create China’s best high‑end products.”
Secondly, a strategic cooperation agreement has been reached with Harbin Institute of Technology, resulting in the establishment of a Research and Development Center for Friction and Lubrication Technologies. Together, they are co‑developing high‑end products to gain a leading position in China’s premium‑product market. Since its founding, HIT has consistently served the aerospace and national defense sectors and holds a domestic leadership position in friction and lubrication technologies. Yinhang has adopted HIT’s latest scientific breakthrough—the Automatic Metal Wear Restoration and Protection Technology. The lubricant contains active ingredients derived from organic boron and organic rare earths (B–Ce–Eu) that adsorb onto and penetrate engine metal surfaces, gradually forming a robust protective film that resists shear, withstands extreme pressure, endures high temperatures, reduces friction, and offers a degree of self‑repair, thereby extending engine life.
Third, the company collaborates with renowned international additive manufacturers. Since 2005, Yinhang has consistently partnered with Fortune 500‑listed additive firms. Currently, its partner is Afton Chemical, one of the world’s four leading additive companies, which boasts cutting‑edge technologies and formulations on a global scale. According to Zhang Hao, only by selecting the finest additives and base oils can a product truly be of the highest quality—truly a responsible, customer‑focused offering.
Meticulous cultivation Strengthen the service system construction.
In just five years since its establishment, Yinhang has achieved annual sales of over 10,000 tons. Behind this performance lies not only the technical support of its R&D team but also the dedicated efforts of an outstanding sales force.
Zhang Hao revealed to a reporter from the China Lubricant Information Network that Yinhang has enjoyed exceptionally strong sales performance over the past two years, with last year’s volume exceeding 10,000 tons. When the new plant was built in 2008, annual sales stood at only 3,000 to 4,000 tons; in just over two years, sales have multiplied several times over. This success stems not only from unwavering commitment to high quality but also from the robust development of its sales and service team. In building its distribution channels, Yinhang has adopted a highly streamlined approach—unlike most brands, it directly penetrates county‑level markets, enabling closer engagement with end users. Given the relatively small size of these county‑level markets, this strategy demands an even stronger sales and service force, pushing management to the front lines. “While others sell products,” Zhang Hao explained, “we primarily sell services, providing customers with comprehensive support—including holistic market‑development strategies, operational guidance, profit‑management advice, and recommendations for sustainable profit growth.”
Competition in the 21st century is, above all, a battle for talent. Yinhang places great emphasis on building a world-class service team to highlight its competitive edge. Since 2008, the company has pursued vigorous growth, establishing a new manufacturing facility and assembling a team of expert consultants—ensuring not only superior products but also effective marketing strategies and a comprehensive support system. On the technical front, the addition of Mr. Huang Guoliang, a distinguished professor at the China Petroleum & Chemical Corporation Research Institute and a leading lubricant‑technology specialist, has given Yinhang an added boost; the advisory team he assembled has played a pivotal role in guiding the company’s development and product innovation. In terms of sales, the marketing force numbers over 100 professionals, each fully capable of taking charge independently, with deep, hands‑on expertise in engine performance, lubricants, business operations, financial management, digital marketing, and personnel training. As Zhang Hao puts it succinctly: “We cultivate our craft with meticulous care, staying true to our mission and doing our work with utmost dedication.”
Deeply rooted in Northeast China Developing the international petroleum market
As the market for Yinhang lubricants continues to expand and sales grow rapidly, Yinhang plans to establish a network of fast‑service, chain‑operated oil‑change stations across counties throughout Northeast China, helping its customers quickly resolve their oil‑change needs. According to Zhang Hao, this initiative aims to build regional brand strength through a city‑level franchise model, enabling drivers to truly experience the value of Yinhang’s products and services at these service centers. “This kind of branding delivers tangible results that drivers can see and feel, because both our services and products are concrete, visible, and readily accessible,” he added. Within this year, Yinhang will first set up oil‑change stations in Daqing and several county‑level cities; after a trial run, once the model proves successful, it will be rolled out nationwide. “Our goal is to emulate Zhang Xueliang—becoming a dominant ‘Northeast Tiger’ in the market,” said Zhang Hao. “We will boldly take on leading international brands, deepen our presence in key agency regions across Northeast China, and ensure that each distributor ranks among the top three in local sales of premium products.”
In addition to aggressively expanding the Northeast Chinese market, Yinhang is focusing on developing markets in neighboring countries. At present, the company has established specialized border‑trade sales teams at Heihe—on the Russian border—and at Dandong and Hunchun, which face North Korea. According to reports, sales of Yinhang’s lubricants to Russia and North Korea have already increased severalfold. Its “Bingchi” product line, particularly well‑received in Russia for its outstanding low‑temperature performance and cold‑start capabilities, has earned high praise from local drivers. Zhang Hao stated that this year, Yinhang aims to establish a dedicated trade channel at each of these three border crossings, exporting China’s highest‑quality lubricants to these markets.
Looking ahead, the rapid growth of the automotive industry and robust expansion in car consumption will undoubtedly usher in an unprecedented boom for the automotive aftermarket. To embrace this new era of consumer demand, Yinhang will, with its superior product quality and comprehensive service system, join forces with our valued partners to collaboratively craft a magnificent vision for tomorrow—writing a legacy that transcends generations.
Reposted from China Lubricant Information Network: http://www.sinolub.com/article/2011/0519/article_48422.html
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