SK Lubricants, a subsidiary of SK Innovation, has once again won the hearts of the Chinese consumers. The company has received the Most Welcomed Brand Award at The 3^rd China Automotive After Sales Channel and Parts Supply Chain Union Top Awards Ceremony in 2020 hosted by AC Motors in Shanghai on August 4^th.

AC Motors, which hosted the awards ceremony, is an authoritative advisory firm that exerts influence in the motor after sales market by announcing the ‘Top 100 Chinese Automotive After Sales Market every year and holding the ‘Automotive After Sales Market Development Forum’ in conjunction with officials from leading franchise companies.

At the awards ceremony, SK Lubricants won the ‘Most Welcomed Brand Award’ for its excellent quality, and has again raised its brand recognition and value. In particular, the award is all the more meaningful because SK Lubricants was the only lubricant company out of the 14 parts companies that won the award.

▲ The 3^rd China Automotive After Sales Channel and Parts Supply Chain Union Top Awards Ceremony hosted by AC Motors in Shanghai held on August 4^th 2020

SK Lubricants has been gaining attention in China market through its live broadcasts to interactively connect with the consumers. In May, July and August, the company ran live broadcasts on WeChat⁽¹⁾ and TikTok⁽²⁾, the two widely-used SNS platforms in China, to communicate with the consumers and introduce them the SK ZIC products. In addition, through the live broadcasts, SK Lubricants also showed the ‘introduction of technologies and products related to transmission oil’ and ‘introduction to ZIC X9 and X5 special products and technologies’, which successfully created quite a sensation among Chinese consumers.

(1) WeChat : A mobile messenger app that supports various languages including Chinese, English, and Korean. It’s China’s most widely used messenger with over 500 million monthly users in China alone.

(2) TikTok : An app used to produce and share short video clips of about 15 seconds in length. It is one of the most popular SNS applications in the world, with over 1 billion downloads last year in China alone.

In the live-streaming session for dealerships and repair shops across China on July 9^th, SK Lubricants introduced the classification, maintenance/repair knowledge of car transmissions, technology trends, and explained the SK ZIC transmission oil products that suited these trends. The broadcast this day recorded 5,070 viewers despite the fact that the broadcast was not targeted to the consumers.

▲The live-streaming by SK Lubricants on July 9^th, for dealerships and workshops across China

Also on August 18^th, SK Lubricants held a live-streaming introducing the ZIC X9 and X5 Special products, providing in-depth information to Chinese consumers and dealership/workshop staff members. President of SK Lubricants China Sung Jaeduk joined the session to introduced the technology and the excellence of SK Lubricant products. The session recorded 5,463 viewers, a 8% increase in the cumulative number of viewers compared to July’s. 

▲ (Bottom right photo, third from the left) Sung Jaeduk, President of SK Lubricant China, joined the live-streaming by SK Lubricants on August 19^th for dealerships and workshops across China

(3) 5A: Aware, Appeal, Ask, Act, and Advocate – the five stages of purchasing in the era of the 4th industrial revolution, established by Phillip Kotler, the father of marketing.

SK Lubricants will continue to promote the excellence of its technology and products with Chinese consumers through the interactive communication such as live-streaming, and will further strengthen its grounds in the Chinese market.