In 2012, at the supplier conference of Dongfeng Cummins Engine Co., Ltd., Shell won the title of Dongfeng Cummins Annual Supplier. Since Shell's unified cooperation with Dongfeng Cummins in 2004, after eight years of mutual cooperation, both parties have established an inalienable partnership in terms of products, channels, and services. This time, Shell won the title of Dongfeng Cummins's annual supplier, not only signifying Dongfeng Cummins's recognition of Shell's unified leading service, but also representing the joint efforts of both parties to push the strategic partnership of many years to a new height. Qiu Xiaojin, general manager of Shell's unified OEM sales, expressed great hopes for the future cooperation and development of the two parties: “The combination of Shell Unification and Dongfeng Cummins will open up a brand-new cooperation situation for both parties. It can be predicted that in the future we will definitely go hand in hand for mutual benefit and mutual benefit. , and common development will make the existing win-win situation even more."

Tailor-made high-quality products cast brand trust

Dongfeng Cummins has a share of more than 10% of the domestic engine assembly market, especially in heavy-duty and electronically-controlled engines. As a leading enterprise in China's engine market, its standard for supporting lubricating oil products is also relatively high. The CES corporate standard within Cummins is an assessment criterion for supplier product quality.

Shell's unification of high-quality products tailored to the working conditions and performance of Cummins engines is the foundation for mutual trust. In terms of base oil, Shell unified more than 90% of its base oils from Europe and Asia-Pacific regions and well-known oil refining companies, while additives came from such well-known international additive companies as Lubrizol, Chevron, Romance, and Infineon. In addition, in terms of formulation technology, Shell's unified custom formulation technology not only passes the CES corporate standard of Dongfeng Cummins, but also has a higher physical and chemical index than the national standard. At the same time, in the production process, a full range of production processes from the OEM team from the formulation confirmation, reconciliation equipment, measuring instruments, the introduction of base oil, temperature rise, reconciliation time and a series of production processes in strict accordance with the Shell standard operating instructions.

Flexibility, speed, and leadership in building "strategic cooperation"

In cooperation with Dongfeng Cummins, based on the insights into the needs of Dongfeng Cummins and its end customers, Shell's unified OEM team learned that the provision of high-quality products is only the first step in cooperation and it is necessary to achieve a true strategic partnership. Need to participate in the entire commercial chain from production to sales, not only to be responsible for the product, but also need to make full use of Shell's own rich and effective lubricant industry product promotion experience to provide services. From this concept, Shell Unified OEM will further decompose the task of servicing Dongfeng Cummins to the task of serving millions of Cummins engine terminal customers. As a business partner, it participates in the sales and promotion work of Dongfeng Cummins, providing market support and Technical Support.

In the specific implementation, Shell unifiedly provided Dongfeng Cummins with market consulting services, channel network layout, retail terminal promotion, and final consumer incentive activities to help promote its products. At the same time, Shell Unified OEM also jointly conducted product training and marketing training for the core team of Dongfeng Cummins with its technical department, and built a solid foundation for product promotion from the inside. In terms of service efficiency, Shell has unified guarantees to receive orders in 24 hours, complete shipments in 48 hours, and support services through the nation's logistics network. Through the implementation of these series of services, Shell's unified OEM has basically achieved the transformation from a production OEM to a service-oriented OEM. At the same time, it has won strategic cooperation opportunities by defeating competitors through flexible and efficient leadership services.

Strong cooperation, mutual benefit and win-win situation create a good situation

Shell Uniform is one of the largest professional lube oil manufacturers in China. Its market share in diesel oil occupies a leading position in the market, and Dongfeng Cummins is a leading company that occupies more than 10% of the domestic engine assembly market. The combination of these two is not merely It is so simple to sell figures.

Shell's unified professional and rich experience in the promotion of lubricants will help Dongfeng Cummins's channel layout, terminal sales, internal product promotion and team capabilities. The leading brand effect of Dongfeng Cummins will create a unified Shell brand. Good market reputation, thereby further expanding market share. Such strong alliances will lead to a mutually beneficial and win-win situation in the future.

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