In July, the sky was clear in summer and it was a good time for the summer. The unified hydraulic king CH-4 was launched in Qingdao. It conforms to innovation needs and leads the industry to upgrade. The new hydraulic king expects to bring heavy trucks and buses to its superior quality. The end user of the driver does not have the same excellent experience. The China Truck Network reporter recently had the privilege of interviewing the Deputy General Manager of the Shell Unified Strategy and Marketing Assistant. In the interview, Mr. Yu repeatedly talked about “rooted in the local marketâ€, “a solid understanding of consumer demand†and “a simple, serious attitudeâ€. The concept of pragmatic branding is consistent. In the in-depth discussion, we have also had the privilege of seeing the secret of Shell's unification for 20 years. Pragmatic innovation as the preferred brand for Chinese consumers Pragmatism is the reason why Shell has won the favor of the market for many years. Innovation has ensured the further development of Shell at the level of macro-strategy. The emergence of the hydraulic king CH-4 is a typical example of Shell's unified pragmatic innovation. From the previous period, we have hired professional research team oil users to carry out comprehensive investigations, effectively understand user needs, and have witnessed the "road test project" test product launched before the product launch, and then witnessed the user of the "new oil pressure million kilometers challenge". Severe conditions oil performance. Through repeated investigations and discussions, tests and experiments time after time, Shell unanimously practises pragmatic and innovative ideas in every detail. “We have a basic and clear concept that we hope we can use real, practical, practical technology, understand our customers, understand their consumption, become familiar with their characteristics, know their problems, and then use real solutions to address their needs. For example, CH-4, we spent half a year, knowing the end users on the road, conducting product tests on different road conditions, and continuously researching and refining this new hydraulic pressure king CH-4. We believe that we can use this concept to We are closer to our customers and develop the actual products they need according to their needs.†When talking about new products, he always explained the concept of Shell's unified product development. Regarding the market expectation for Shell's unified products, Mr. Yan expressed in a firm and strong tone: “Our goal is to provide reliable and practical products to our customers. Starting from this concept, we have a more ambitious vision that we hope our brand can Become the first choice for Chinese consumers." Lubricating power walks unified features joint venture road Newton once said: If I look farther than others, it is because I stand on the shoulders of giants. The use of this phrase to explain Shell's unified joint venture may be the time. Shell gave unification of international product standards and strategic vision, and unified in the ever-rising prices, still adhere to a pragmatic attitude, rooted in the Chinese market, and effectively meet the common needs of consumers. The phenomenon that the common foreign brands of Chinese joint ventures gradually dilute or absorb their own brands has not been repeated in the unity. Over the past 20 years, Shell has worked hard to explore new products and development roads in its industry practice, and has taken a unique joint venture path with its own lubrication power. He always said: "Consumers have the misconception that they are divided in import brands, joint venture brands and local brands. This is a misunderstanding. It should be said that brands, as long as they are built well, whether imported, joint venture or local, It can be good." He always cited examples of his own growth in Hong Kong. He said that Hong Kong products were not favored by consumers in the 1970s. Hong Kong people felt that made in Hongkong was not good. Then they went to buy made in USA and made in UK. However, Hong Kong gradually transformed itself and continuously improved its product quality. So now Hong Kong manufacturing has become a popular brand. “This relationship with lubricants is not very direct, but for the consumer's psychology, product quality is very important and consistent in the development of the brand. I think we as a part of the Chinese brand, do a good job of product quality and make it Stabilizing and seriously treating our consumers is the most important thing.I hope that our Shell Unity will be able to do a good job with a number of manufacturers that have the same concept as ours.Whether it is a joint venture brand, a Chinese brand, or even an imported brand, Really providing consumers with good products, our brand strength will come back.†So it seems that the joint venture has provided guarantee for the international standard quality of unified products, and the listing of the hydraulic king CH-4 further shows the unity. "The power of lubrication." “First, the brand is not divided into import, local or joint ventures, but it is necessary to consider whether we have done a good job of the brand and whether the quality can accept the challenges of customers. Better to understand customers, approach customers and serve customers, this is our unity. The power of the Lubricating Oil Brand.†Mr. Yu once again explained his understanding of the joint venture. “We don’t engage in gimmicks, insisting on real things for Chinese consumers, and bring genuine products to consumers. At the same time, we also hope that through our pragmatic attitude, we will influence consumers and make our products become smart consumer choices. †Shell and unified alliance alliance, Shell has a management concept, can provide management experience guidance, unified closer to Chinese customers, understand customer needs, can provide a full range of product solutions. Such joint ventures show complementary advantages and complement each other. And shifting the focus of attention and attention from the grand subject matter of the joint venture to the product, it has to be said that this is Shell's unified genius. When everyone is still tangled in what to do when changing from a Chinese company to a joint-venture company's own brand, unified “not forgetting the initial heartâ€, sticking to the Chinese market, and taking the product as the core, it has already put on “joint venture†shoes. Go your own way. Hand in hand and win together to create a sustainable development path Shell united from a fast-growing and expanding company to a long-term sustainable development road. The management model also began to innovate on the mature old road to adapt to the company's more macro strategic level and broader market level. The distributor is a unified business partner of Shell, and the healthy and continuous growth of distributor business is the secret to success of the company. In the Phoenix Plan for 2015, the development of dealership capability is an important module, and the Jadeite project has detailed planning from the dealer channel construction to the entire dealership system's growth and business plan, and is a “dealer's capability development†module. The core pillar. He always said: "Distributors are our business partners, and they are the basis for us to win the market. Dealers are very important in the communication and contact between us and our customers. It is our wish to cooperate with dealers for win-win cooperation." Dealer capabilities are closely related to product brand development. “Last year we emphasized a plan called Jade Project because building a brand requires our business partners to do it together, so we hope that through the Jade Project, dealers can provide services in distribution and channels. In addition, the development and development of terminal capabilities, because when consumers go to retail outlets, if the brand does not do a good job, consumers lack awareness, there is no concept for the brand on the shelves, this is very much for the brand Poor influence, so we hope to improve the ability of distributors to develop terminals and provide our brands and our services and products to our customers properly. This is one of the methods for our mutual benefit." . Recently, Shell's unification of online universities for distributors is also helping dealers to expand their capabilities and qualities. He always said: "The biggest change in dealerships is actually through the sales module of the network system, some sales training, as well as some sales of reference materials to help dealers to promote sales to greater development. Terminal, I think this is the most effective and the most real. This can also really help dealers to slowly and steadily increase their business." It is not difficult to see from Shell's unified Jade project that it is a win-win situation with dealers. It is the ultimate goal of Shell's unified management of the distribution system. Excellent quality, Xinnu Rushan. Twenty years of unification has been full of flowers, applause has also experienced doubts and challenges, but it is consistent, and insists on a pragmatic attitude to strive to provide consumers with a good product. Shell unity is also about to usher in the glorious moment of its 20th anniversary. It is believed that with this 20 years of accumulated experience, the unified development of Shell will be more stable and smooth in the future. Larotinib (Vitrakvi / Larotrectinib) is the first oral tyrosine kinase inhibitor approved for the treatment of NTRK gene fusion solid tumors. It is suitable for all types of solid tumors, regardless of their original location. 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Shell unified strategy and marketing deputy general manager