24
Fuels & Lubes International Quarter Three 2015
feedback, Helix is their
first choice, regardless of
price and other market
considerations.
“Shell has been in
China for 121 years and
our professional sales
organisation covers more
than 200 cities,” said
Shen. “Our outstanding
lubricant products include
Helix in the automotive
industry, Rimula, a heavy-
duty engine oil (HDEO)
and gear-box lubricants
and hydraulic oils in the
industrial sectors.”
REACHING OUT TO THE
INDUSTRIAL SECTOR
The Shell lubricant
portfolio also extends
to the industrial sector.
Shell Omala is a range of
industrial gear oils that
provide longer oil life and
reduced maintenance
costs, he said. This oil
helped solve problems
for Huaneng Power
International Inc., one of
China’s five biggest power
producers, said Shen.
Huaneng Power used
to experience frequent
shutdowns and poor
oil-drain intervals. Omala
helped extend oil-drain
intervals at the plant
from one to three years
and saved Huaneng USD
278,860 annually.
Another example is
Tianjin Haowu Benz, a
haulier with a fleet of 100
Mercedes-Benz Actros.
Shell technical experts
helped improve the
efficiency of the fleet’s
operation and reduce
maintenance costs.
“Our driveline products
successfully extended the
vehicle’s oil-drain interval
without compromising
自主选择润滑油品牌，而不愿
意依赖4S店，”沈坚说，“这也
是为什么我们以创新品牌营销
策略，进行壳牌极净超凡喜力
在中国的首发，这让喜力成为
最受中国用户喜爱的润滑油品
牌。根据用户反馈，不管价格
和其他市场因素，喜力是他们
的首选。”
“壳牌已服务中国市场121
年，我们的专业销售团队覆盖
200多个城市，”沈坚说，“我
们的优质润滑油产品包括用于
汽车工业的喜力、重载机油劲
霸， 以及齿轮油和液压油等工
业用油。”
进军工业领域
壳牌润滑油产品组合也服务工
业领域。他说，壳牌可耐压系
列工业齿轮油使用寿命长，还
能降低维护费用。而且，可
耐压还为国内五大电力集团之
一——华能国际电力股份有限
公司提供了解决方案。
华能电力曾经频繁停车维
护，且齿轮油更换周期短。可
耐压帮助该公司将换油周期从
一年延长到三年，节省了每年
278,860美元的费用。
天津浩物朗驰汽车贸易有
限公司是另一个例子，该公司
拥有一支由100辆梅赛德斯奔
驰阿克托斯卡车组成的运输车
队。壳牌技术专家帮助该车队
提高运营效率，同时降低维护
成本。
沈坚说：“我们动力传动系
统产品帮助这些车辆延长换油
周期而不影响引擎保护，成
功地降低维护成本和油耗。最
终，天津浩物反馈壳牌产品为
其节约了每年40,322美元的
费用。”
机遇与挑战同在
原油价格下跌导致基础油价格
降低，加剧中低端润滑油市场
的价格竞争。然而，中国政府
力促节能减排，为高端润滑油
创造了市场。壳牌抓住时机，
迎接挑战，以期在未来中国润
滑油市场，特别是高端润滑油
市场获得长足进步。
engine protection, and led
to lower maintenance cost
and fuel consumption,”
said Shen. “Eventually,
Tianjin Haowu Benz has
reported total annual
savings of USD 40,322, due
to Shell products.”
CHALLENGES COME WITH
OPPORTUNITIES
Declining crude oil prices
have resulted in lower
base oil prices, which has
resulted in fierce price
competition in the low
to mid-range products.
Nevertheless, the Chinese
government’s emphasis
on energy conservation
and emissions reduction
has created a market
for premium lubricants.
Shell plans to seize the
opportunities and rise to
the challenges as it strives
to further entrench itself
in the Chinese lubricant
market, especially in the
high-end segment.
Clockwise starting from top left: Holding tanks that store base oil, additives and finished products;
Simultaneous Metering Blender (SMB) to measure and blend right component of base oils and
additives; the finished product manifold, where the finished products are re-directed to holding
tanks or filling lines; and finally the four-litre filling line at Shell's new Tianjin lube blending plant.
