"Currently, the differences between products are becoming smaller and smaller, and homogeneity is quite obvious. In this situation, unity means 'selling different things,'” said Li Jia, General Manager of Beijing United Petrochemical Company. “We have been continuously striving for innovation and differentiation in terms of chemistry.” Compared to Great Wall Lubricants, which boosted its brand image through the 2008 Olympic Games and the Shenzhou spacecraft, and Kunlun Lubricants, which sponsored an Antarctic expedition team, Unified Lubricants clearly positions itself in automotive lubricants. Through sponsorships of teams like BMW Formula and the Dakar Rally, it has expanded its influence in the high-end automotive lubricant market. Focused on automotive lubrication, Unified has gained the trust of major brands such as Volkswagen, Porsche, Mercedes-Benz, Volvo, BMW, MAN, Renault, Denso, Scania, Cummins, Dongfeng, and Cincinnati Machinery. Domestically, it has established strong partnerships with FAW, Dongfeng, Weichai, Xichai, and Shangchai, enhancing its presence in the original equipment market. Differentiation is not only about difference but also about meeting consumer needs. Many lubricant brands on the market use 4L packaging, but to better serve customers, Unified introduced 5L, 6L, and 9L options, catering to a wider range of usage scenarios. When it comes to unification, many consumers remember memorable ads. Advertising plays a crucial role in reinforcing brand recognition. While other brands also invest heavily in advertising, Unified has managed to stand out. As Li Jia explained, "This reflects our unified and differentiated marketing strategy. Although Great Wall and Kunlun may lag behind PetroChina and Sinopec in terms of roadside advertisements, our brand’s popularity is far ahead of competitors due to continuous innovation." The brand is now well-known among consumers, and Unified has taken a successful step forward. But how can it truly connect with consumers? Currently, Unified has built a wide and efficient distribution network. As Li Jia put it, "We're bringing the brand down to earth so that consumers know, 'the original Unified is here.'" Unified's goal is to establish 2,000 oil chain maintenance centers within two years, offering car lubricant replacement services. So far, they have already set up over 600 standard retail stores. In 2006, they planned to invest tens of millions of yuan to expand to 2,000 stores, providing direct service to end consumers. Li Jia once compared advertisements to love letters and the internet to dating. Today, Unified's online platform is creating a better environment for consumers—like a more thoughtful dating site where both sides can connect more effectively. While strengthening sales, Unified is also focusing on internal management. Walking through the company's offices, you often see QCC (Quality Circles) slogans. According to reports, the company actively organizes quality management activities. Employees spontaneously form dozens of groups, each working to identify issues in their daily tasks and improve efficiency. These efforts have led to significant progress in reducing waste, improving productivity, and lowering costs, while also boosting employee engagement.

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