Great Wall Company's implementation of its brand-name innovation strategy drove the dramatic increase in the economic efficiency of the company. In the domestic lubricant market, the company achieved sales of 250,000 tons in 1998, and sold 300,000 tons in 1999. In 2000, it faced ups and downs in international and domestic oil prices. Under the predicament, it still maintains production and sales of 250,000 tons and realizes profits of more than 4 million yuan. High-grade lubricating oil is the first in the domestic lubricating oil brand. In 1997, the value of asset increase and maintenance was 123%. In 1998, it was 150%. In 1999, it was 121%. In three years, the total profit was 140 million yuan. The growth of economic benefits ensured the state-owned The asset's maintenance and value-added, three years invested 2.1 billion yuan of its own funds to strengthen the company's infrastructure and technological transformation, and formed a huge advantage in the production and operation of enterprises.

The comprehensive strength of the company has been greatly improved, which has made the staff's enthusiasm for work, a serious and lively management atmosphere, and a strong corporate culture. Lubricant product quality is more stable, packaging is more innovative, brand gold content is higher, praised by experts and welcomed by the market, has given the Great Wall brand name updated connotation; the company has grown to become the largest cross-regional production and marketing group, with strong resistance Risk capabilities and extensive social influence have become advanced modern industrial enterprises. The fruitful results of the practice verified the correctness and effectiveness of Great Wall's brand-name innovation strategic decision.

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