Shell Unification Sha Yunfei Sticks to Strategic Innovation to Become the Lubricant Manufacturer with the Most Understanding of Chinese Trucks

“No one knows the Chinese better than the Chinese. We insist on the user as the center and do the lubricants manufacturers that know most about Chinese trucks.” Sha Yunfei, deputy general manager of Shell's unified strategic market and product quality department, accepts the Chinese truck network. The reporter said in an interview.

On March 12, 2015, the China Truck Network reporter was fortunate to have interviewed Sha Yunfei, deputy general manager of the Shell Unified Strategic Market and Product Quality Department, for the commercial vehicle market focus issues such as 315 anti-counterfeiting, national emission upgrade, and smog coping strategies. , Sha has repeatedly stressed that "rooted in the local market," "deep understanding of user needs," "adhere to strategic innovation, manufacturing environmentally friendly products." In an in-depth interview, we also learned how Shell Unification has gained the trust of consumers and how to ensure Shell's leading position in lubricant companies.

Innovative products deepen the domestic market

For the “rooted local” words, how to understand the oil companies, Sha said: “From product design to product packaging, we have fully considered and integrated China's geography, humanities and other elements in it.

In terms of product design, we consider that China has a vast area, and it provides users with a unified temperature and pressure model that is more adaptable to temperature, more widely integrated in the market, and more economical to use. This product ensures that the vehicle is not afraid of any harsh road conditions, and the hydraulic pressure is always maintained. Even under heavy continuous engine load conditions, heavy-duty vehicles can maintain the lasting stability of the oil pressure, comfortably deal with the viscosity drop of the engine caused by heavy high-temperature engine, do not have to worry about oil pressure gauge alarm. Excellent performance in piston cleaning, high temperature deposition, especially low temperature fluidity and sludge control performance.

Shell Yunfeifei, Deputy General Manager of Shell Unified Strategic Market and Product Quality Department
Shell Yunfeifei, Deputy General Manager of Shell Unified Strategic Market and Product Quality Department

In terms of product packaging, we recognize the characteristics of dispersed users, large groups, and varying degrees of awareness of things, and introduced highly-identified product packaging. Different series use different designs, the packaging of the same color represents the same series of products, the same series of products are distinguished by different color labels. Use the simplest and most effective method to adapt to a variety of user habits. ”

When asked about 315 dozens of vacation holidays, Shell will unify the actions to ensure the immediate interests of each unified user of Shell, Sha total said: "Shell unified is very concerned about the protection of the legitimate rights and interests of consumers, unified in the Shell, is 315 every day, Every year, we have a special budget for counterfeiting. According to the characteristics of the Chinese market, we will cooperate with the industry and commerce departments and the public security department to investigate and perseverely crack down on counterfeiting and sales companies and individuals."

Innovative means to understand user needs

Seizing users is always the ultimate goal of a company. The competitive philosophy that Shell has consistently adhered to over the past 20 years has been to “be the native brand that knows the best truck drivers in China”.

Sha total pointed out: To really grasp the user must be in-depth to understand the user. We have a basic and clear idea that we can use real, practical and practical technology to understand our customers, understand their consumption, become familiar with their characteristics, know their problems, and then use real solutions to meet their needs.

Shell Unified Lubricants Showroom
Shell Unified Lubricants Showroom

In this regard, we have been working hard for more than 20 years. Almost every day we are studying the user's expectations for oil, where they are buying, who they are willing to listen to, and what Chinese consumers want. We hope to narrow the distance between truck drivers and us through our own efforts, and establish a bond between products and users, hoping to provide them with superior products that are more than imaginable through interactive interaction with users.

We have launched a series of activities such as road test projects, truck driver research, opening new media to collect user feedback, opening up media zones to collect forum feedback, and Wechat interactive dealerships. For different user groups, the use of car conditions, the country's four emissions upgrades, environmental protection requirements and other social and economic factors, comprehensive consideration of oil pressure, sludge, carbon deposition and other factors continue to improve our product portfolio.

Follow the policy to improve product structure

Faced with the impact of comprehensive factors such as emission upgrades, smog control, and heavy-duty changes in commercial vehicles on the commercial vehicle market, Shell has been keeping abreast of changes in the environment of the society and the market, taking into account the heavy oil viscosity of the engine. The characteristics of anti-tear performance are high, and the national EGR post-processing system is also sensitive to sulfur elements. The product has been improved for the National IV model and the hydraulic king series has been upgraded. The lubricating oil can not only ensure the lubricating viscosity under high temperature and high load conditions, but also effectively reduce engine carbon deposition.

Shell unveils its star product "Hydraulic King"
Shell unveils its star product "Hydraulic King"

Finally, Sha also hoped to remind the majority of truck drivers through us: Although there are theoretically some technologies that can make vehicles travel long kilometers without replacement of lubricants, he himself advises driver friends to follow the product replacement cycle given by lubricant manufacturers. Replace the oil. Due to the difference in lubrication conditions of various parts such as the valve and the crankshaft during the operation of the engine, and the differences in the conditions of use of each driver's individual vehicle, the use of certain technologies that emphasize the long oil change intervals does not necessarily ensure that the engine is always in its entire life cycle. Being in the best working condition, the risk of failure will increase.

2015 is full of opportunities and challenges for lubricant companies. No matter whether the continuous improvement of environmental protection regulations or the upgrading of the engine poses new challenges to the product, it is undoubtedly a test for Shell's unity. In the face of a complex and ever-changing market environment, Shell Uniform has made preparations for both the strategic deployment of the market and product quality assurance. 2015 Let us witness the outstanding performance of Shell's uniform!

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