Transform lubricant industry with user thinking

In the past year, represented by finance, FMCG and other industries, the user-centered thinking began to subvert the previous product and marketing ideas, bringing new wind to the traditional industries.

Let the reporter did not expect that the lubricant industry is also seeking change because of the influence of "Internet thinking". Yesterday, the world's leading lubricant brand Elf Lubricants solemnly launched a new series of steam engine oil "Oufeng" new products at the annual meeting of partners in Xi 'an. It broke the convention once again, took the lead in the forefront of the market, and positioned the "Oufeng" new products to meet customers' feelings.

In lubricants, a user-centric shift is also under way. The quality of ELF lubricants has been highly recognized by users for a long time. Take the Chinese market as an example. In the past few years, the characteristics of lubricating oil customers have changed: people pay more and more attention to the comfort of the product, rather than the rigid standards such as price and brand. For some young users, comfortable products behind the corresponding is a casual, free attitude to life.

In line with this change of thinking, ELF launched five product series this time, from the user's perspective, reflecting different, highly distinctive user experience, the past people recognize the "standard products" into temperature, characteristics of personalized products. In order to meet the needs of different markets and different vehicles, ELF has launched five series of products, including Eurowind 900, Eurowind 700, EuroWIND 500, EuroWIND 400 and EuroWIND 300. Different from other competitive products, "Oufeng" pays more attention to user experience and driving experience, and takes customers as the center.

Unlike other competitive brands, ELF no longer tirelessly announces the absolute superiority of its products and technology, on the basis of guaranteeing the quality of products as always, today, ELF pays more attention to the feelings of consumers.

"Elf has always been the best choice for top racers," said Zhu Hanqiang, general manager of ElF Lubricants China, in an interview with reporters. "In the racing industry, choosing Elf is a reflection of taste and fashion. Therefore, we now need to bring this king's experience to ordinary consumers, so that consumers enjoy high taste, fashion and relaxed life. Now the pressure of city life is very great, the pace of life is very fast, what we can do is to reduce the annoyance of users. If you choose the new ErF series, you don't need to spend energy on car maintenance, but put more energy on work and life. We promise to give customers a relaxed lifestyle and a comfortable life attitude. Therefore, the positioning of European style new products is' taste European style fashion and ease.

Nowadays, the changes of consumer groups make many traditional enterprises and industry practitioners have to rethink their product positioning and marketing strategies. Moving away from price wars, and moving away from purely performance-based measures, should be the direction of change for many traditional companies. In this respect, Elph may provide a case study worth thinking about.