Core Insights - The automotive aftermarket is at a new turning point, where reliance on price competition or short-term tactics is no longer sufficient for sustained growth of stores [1] Group 1: Business Strategy - Mobil 1 Car Care is focusing on long-term certainty for franchisees amidst intense market competition, emphasizing professional development and ecosystem upgrades for all stores [2][3] - The "Star Alliance Plan" launched in June 2025 aims to enhance brand, marketing, and operational capabilities, showing early positive results within months of implementation [2][3] Group 2: Brand and Marketing - Mobil 1 Car Care is enhancing brand recognition and trust through professional store image and technician training, while also implementing a tailored digital marketing strategy to strengthen user connections and repeat purchases [3][9] - The brand's commitment to professional service is reflected in its "Service Declaration," promising transparent pricing, sincere communication, and professional service [7][9] Group 3: Product Development - Mobil 1 Car Care has expanded its product offerings, including a new line of high-quality products tailored for selected stores, enhancing the product matrix to meet diverse consumer needs [4][6] - The company has developed a comprehensive product line for new energy vehicles, covering essential maintenance needs for mainstream models [10][11] Group 4: Training and Standards - The company prioritizes technician training, offering over 3000 minutes of specialized courses and hosting national skill competitions to standardize service quality [4][11] - Mobil 1 Car Care is actively involved in establishing industry standards for electric vehicle maintenance, aiming to fill the gap in professional care for new energy vehicles [10][11] Group 5: Market Positioning - Over 70% of Mobil 1 Car Care's selected stores outperformed industry averages in the first half of the year, with a consumer satisfaction rate of 98%, solidifying its position in the industry [9][12] - The brand's strategic focus on both traditional and new energy vehicle maintenance reflects a long-term vision that balances current market demands with future growth opportunities [11][12]

Core Viewpoint - The article highlights the five-year anniversary of the Mobil 1 automotive maintenance brand, emphasizing its transformation and commitment to high-quality development in the automotive aftermarket in China [1][12]. Company Development - Mobil 1 automotive maintenance brand was launched in July 2020, aiming to drive the advancement of the automotive aftermarket in China [1]. - As of Q1 this year, the number of Mobil 1 service stores has exceeded 1,300, covering 251 cities, with over half of the vehicles serviced being mid-to-high-end models priced above 200,000 yuan [3][4]. - The company has initiated the "Star Alliance Plan" to enhance brand strength, marketing capabilities, and operational efficiency, alongside a new energy strategy [3][6]. Market Dynamics - The automotive aftermarket has seen a significant increase in private car ownership, with approximately 100 million more vehicles, leading to market expansion but also intensified competition [4][9]. - The competition is not only based on price but also on service quality, technological innovation, and brand influence [4]. Strategic Initiatives - The "Star Alliance Plan" focuses on evolving three core competencies: brand strength, marketing capabilities, and operational support, with a particular emphasis on enhancing operational capabilities [6][8]. - A digital system has been developed to analyze store operations and identify improvement opportunities, helping to standardize management while maintaining local store characteristics [6][7]. New Energy Market - The rise of the new energy vehicle (NEV) market has prompted Mobil 1 to launch a new energy strategy, introducing products specifically for electric vehicles, including lubricants and coolants [9][10]. - The company has established a partnership with the China Automotive Maintenance Industry Association to create standards for electric vehicle oil and fluid services, aiming to standardize the NEV aftermarket [10]. Industry Context - The high-quality development of the automotive aftermarket is a systematic initiative in China, supported by government guidelines aimed at fostering a healthy industry ecosystem [12]. - Mobil 1's commitment to building a collaborative and sustainable automotive maintenance ecosystem aligns with national goals to transition from scale expansion to quality coexistence in the automotive aftermarket [12].