China has developed rapidly. In the past decade, we have achieved very good results. We have achieved outstanding growth targets every year. We are also confident that we will complete the next five-year plan for the Lubricants Business of Shell (China) Co., Ltd. Shen Jian, general manager of the mainland and Hong Kong, said.
Shell (China) Co., Ltd. Lubricant Business General Manager, Mainland China and Hong Kong
As the first Chinese person to serve as general manager of Shell (China) Ltd. Lubricant Business in mainland China and Hong Kong, Shen Jian said that in the past ten years, he has enjoyed a lot in the growth of Shell, and he is also very much in common with Shell. The process of growth. Shell's 10-year history
Increasing Shell’s share of the Chinese lubricants market from No. 2 to No. 1 is the first challenge facing Shen Jian when she takes over from her current position. To achieve this challenge, he only spent 2 years. Moreover, since then, Shell has not placed China's top ranking position in the lubricants market with others. The growth of Shell in the Chinese market also affected Shell's global market structure. In 2008, Shell China's turnover surpassed Germany, becoming the second largest market in the Shell global market after the United States. When it comes to the achievement of this achievement, Shen Jian did not attribute credit to himself and the sales team he led, but instead attributed it to Shell's technology and support from partners.
In terms of technology, Shell established an R&D center in Shanghai in 2014. This is Shell's third exclusive R&D center for lubricants. The R&D center not only undertakes R&D support in China and Asia Pacific, but also with Houston and Germany in the United States. Together with the R&D center in Hamburg, it forms an important part of Shell's global R&D system. In addition, Shell has a total of five lube oil plants and one of the world's largest grease plants in China. These production facilities ensure that Shell can fully meet the needs of the Chinese market.
As the crystallization of Shell's R&D technology in recent years, Shell PurePlus technology is undoubtedly the most interesting. It is able to convert natural gas into a transparent base oil, giving the lubricant a better performance in terms of thermal stability, oxidation resistance and resistance to volatility. "Shell was able to achieve excellent market performance because of Shell's ability to do it," and Shen Jian evaluated Shell's R&D capabilities including PurePlus.
Shen Jian believes that the development of Shell in a sense is also due to the rising market trend. Over the past decade, the Chinese auto industry has grown rapidly. This is one of the most important markets for Shell Lubricants. The flourishing development of the industry provides Shell with a very good market soil. This allows Shell to focus more on how to achieve Your own goal.
The spirit of "winning"
Two days after Shen Jian’s interview, the Ferrari Race Day was held in Shanghai. As an important partner, Shell also performed a rich presentation in this activity. “We have a dedicated technical team that maintains very close cooperation with the Ferrari team,†Shen Jian said. “Where is Ferrari's game, where is Shell?â€
Shen Jian said that Ferrari represents a spirit that is “winning.†Whether or not Ferrari wins the competition, everyone will not change their understanding of Ferrari’s concept. This spirit represented by Ferrari is their most Valued - because Shell also advocates a "win" concept and win-win with partners.
The role that Shell will play is to help the Ferrari team achieve better results in the F1 field, and for Shell, the stringent requirements of the F1 match also help them to better develop new products. In fact, many of Shell's high-end products are first applied to the F1 stadium and then into the market. Having survived the rigorous test of the F1 event, it is enough to prove that Shell's products can be promoted for commercial use.
For a lubricant company, OEM is a very important market. Shell's partners have been in many industries such as automobiles, machinery, steel, construction and so on. In the automotive field, Shell and BMW, Shanghai GM, Nissan, Geely, Great Wall, and Changan have maintained close cooperation; in the industrial field, Shell and Komatsu, XCMG, Fast, Baosteel and other companies have also established very good cooperation. Partnerships. In cooperation with these companies, Shell has always been committed to launch tailor-made products based on the needs of its partners.
It can be found that the partners selected by Shell all play a leading role in their respective industries. It is this cooperation with excellent partners that helps Shell become more professional and in-depth in each area.
Shell's definition of a partner is not limited to commercial partners. At the same time, this concept also includes end consumers of Shell products. This means that Shell's win-win concept will also be conveyed to the front-line consumers. For automotive customers, for example, Shell Lubricant wants to help the engine stay at its peak when it leaves the factory. This will allow drivers to get up and “feel betterâ€, Shen Jian said.
Dealing with the unknown future
"In the next five years, the automotive industry may undergo tremendous changes. Changes in the energy structure are just one of the areas where there is ample room for development in the driverless, Internet technology applications in the car, etc. There are more travel solutions.†When talking about the impact of new energy technologies on energy structure, Shen Jian believes that this issue can be viewed in a broader context.
Focusing on the field of power energy, Shen Jian put forward a point of view. In the next 5-10 years, the internal combustion engine technology is still the mainstream technology of the automotive industry. The reason for making such a judgment is because the current battery energy storage technology still has a big bottleneck. In his view, this is one of the most severe challenges currently encountered in the large-scale development of the new energy vehicle industry.
Therefore, in the next 5-10 years, apart from exploring in the field of cleaner energy. Shell is more concerned with the more efficient and more economical and social benefits of existing dynamic forms. In the case of PurePlus technology, in 2013, Shell's ultra-soft Heineken brand incorporating PurePlus technology was held in Beijing in a global launch ceremony, which also highlighted the importance of China in the global market of Shell.
Better anti-oxidation, more wear-resistant, more stable, and cleaner. When summarizing the value of the technological transformation brought by the PurePlus technology to the lubricant products, Shen Jian concluded that helping the engine to prolong its life and maintain a high energy efficiency is The goal pursued by Shell Lubricants. “Creating products that can make partners and consumers happy together will allow consumers to feel a little cool in using our products.†Shen Jian commented on Shell's desire to make customers feel.
Challenges are everywhere
On April 1 of this year, automotive and non-road mobile machinery also ushered in a critical period for the upgrade of a new round of emission standards. In some provinces and cities, the national five standards for automobiles have taken the lead and non-road mobile machinery has also been upgraded to the national standard. How to help the engine maintain better performance and ensure that the product's power transmission is more efficient is an important issue for lubricant companies.
At this point, Shell has always been at the forefront of the industry.
In April of this year, Shell released the Project M concept car, which consumes only 2.64 liters of fuel per 100 kilometers. Shell launched this product to encourage people to think about how to maximize personal mobility while minimizing energy consumption, and to help people travel in cities that are increasingly congested around the world. Bringing its own ideas into the research and development of vehicle products shows that Shell's vision is not only to become an outstanding supplier, but also to hope that they can integrate into the industry chain more deeply.
A more important issue is the change in the market. Industry is an area that Shell is very concerned about. The overall manufacturing industry is in a downturn and some industries no longer have the ability to grow at high speed. Moreover, due to the excessively vigorous irrational development in the previous period, the amount of industrial products held in the market was high. The shift from the sales market to the aftermarket has become a necessity. On June 8, Shell issued a new special lubricant for the after-market of construction machinery. Its goal is very clear to the post-market of construction machinery. The cooperation contract partners held in the same period of this conference are not from a certain OEM manufacturer. , but from a construction machinery agent is the best evidence.
However, this does not mean that the cooperation between Shell and OEMs will be reduced. Shell always adheres to cooperation with the top companies in the industry and “wins with the winners.†Shen Jian said that although some industries have met certain difficulties, but The cooperation of leading companies must bring better prospects for Shell and its partners.
In addition, Shen Jian affirmed that in the coming 5-10 years, traditional energy is still the mainstream technology in the automotive and industrial fields. However, this point of view does not mean that he does not recognize the development of new energy technologies. On the contrary, he is also very concerned about the application of new energy technologies. Including the new energy forms such as hybrid and electric energy drives, they all have a deeper understanding. He also said that with the maturity of these technologies, Shell will continue to develop these areas.
Shell has successively implemented two five-year plans, and we are confident that we can continue to maintain our future breakthroughs at our own pace, Shen Jian said.
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