The National Petroleum and Chemical Industry Quality Work Conference recently held in Xi’an set a clear working goal: to foster 94 Chinese brand-name products across 18 industries, with the aim of creating 3 to 5 globally recognized brands that have significant influence in the international market. According to Zhou Zhuye, the association’s secretary general, as of last year, over 60 products from the entire industry had already been awarded the title of "China Famous Brand Products." However, this achievement still lags behind the rapid development of the petrochemical sector.
To address this gap, the association launched the "Eleventh Five-Year Plan" for brand development in the petrochemical industry. Over the past five years, more and more Chinese brands have emerged, with over 10 products being shortlisted each year for the national brand evaluation. The focus of future brand development will be on safety, environmental protection, energy conservation, and the substitution of imported products.
Zhou Zhuye emphasized that implementing a strong brand strategy has driven technological innovation and accelerated industry growth. It has also enhanced brand awareness, product quality, market share, and export volumes. For example, in the soda ash industry, there are now 8 Chinese brand-name products. In 2002, China exported 1.14 million tons of soda ash, which increased to 1.68 million tons by last year.
Another success story is diammonium phosphate. In 1998, China imported 5.495 million tons, meeting 85% of its annual demand. By 2004, domestic production had captured 60% of the market, with exports steadily rising. In the paint industry, brand development has spurred industrial restructuring, leading to improved company concentration. In 2005, eight companies with Chinese brand recognition accounted for nearly half of the total output of architectural coatings in China for three consecutive years.
In the lubricant sector, Sinopec and China Petroleum both integrated their lubricant brands in 2004. According to the latest global ranking of the top 15 lubricants, Sinopec's Great Wall Lubricant ranked fifth, following Shell, Exxon Mobil, BP, and Castrol. These achievements highlight the growing strength and international recognition of Chinese brands in the petrochemical industry.
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