中国润滑油市场现状分析与展望(上)

China's Lubricating Oil Market:Current Situation and Prospects (first half)

中国润滑油基础油的生产能力主要集中在中国石化和中国石油两大集团。截至1999年底,两大集团润滑油基础油生产能力约为419.8万吨/年,共生产润滑油248万吨;外国石油公司在华润滑油总生产能力为80万吨/年,产量为50万吨左右。润滑油的市场供需态势呈现以下特点:一是全国各大区块润滑油生产和消费能力分布很不均衡,西北地区消费量较小,产量却最大;西南地区产量很小,供不应求的态势也最突出;华东地区是最大的地区润滑油消费市场。二是全国供需不平衡,缺口较大。从市场结构来看,1999年中国石化和中国石油的市场占有率为70％左右,但仍以中档油为主,外国石油公司占高档油市场份额的80％。外国石油公司已经密切关注中档油市场,开展了“下攻中档油”的策略。国内主要品牌也不示弱,纷纷采取“上攻高档油”的策略。但是国内品牌过多、过杂,不利于与外国品牌的竞争。为此,国内企业一定要进一步明确市场定位,以积极的营销策略参与竞争。

China's production capacity of lube-base oil rests largely in the hands of two giants: PetroChina and Sinopec. By the end of 1999, the two groups' production capacity of lube-base oil was about 4.198 million tons per annum, and they actually produced 2.48 million tons. Foreign petroleum companies' total lubricating oil production capacity in China is about 800,000 tons per year while the actual yield is about 500,000 tons. Supply and demand conditions in the lubricating oil market present the following features: I. Distribution of lube production and consumption capacity is imbalanced in large regions of the country. The Northwestern region has the largest output, but its consumption is relatively low; on the other hand, demand markedly exceeds supply in the Southwestern region, where output is small. East China is the largest regional consumer market for lubricating oil. II. Supply and demand is imbalanced nationwide by a large margin. As for the market structure, in 1999 PetroChina and Sinopec had about 70 per cent of the market share, but their products were mainly in the mid-grade range. Foreign petroleum companies occupied 80 per cent of the market for high-grade lube. They have paid close attention to the market for mid-grade lubricating oil and have adopted the strategy of 'cutting into the sales of mid-grade lubricating oil'. Major domestic producers, unwilling to be outdone, have all adopted the strategy of 'cutting into the sales of high-grade lubricating oil'. But there are not enough well known domestic brands to compete against the foreign brands. Therefore, domestic enterprises must further accurately position themselves in the market and take part in the competition with active marketing policies.