With the start of production and research base in East China, Handi Lubricant, which aims to become the leader of the whole lubricating oil industry chain, is striding a new milestone. In three short years, what is the secret of Handi? Standing on the historical turning point of the great change in the lubricating oil industry, how will the Handi be kept up?

Mr. Chen Jueming, General Manager and Deputy General Manager Mr. Ma Xuedong and Mr. Liu Hechao were three senior leaders of Handi lubricant technology (China) Co., Ltd.,. They received an interview with Sinolub to decrypt the Handi brand password and listen to the sound of Handi brand.

Sinolub：It is understood that the new base is one of the strategic plans of Handi Lubricant 2018, and will become the production center and technical engine of Handi Lubricant after completion. Based on what kind of judgement, Handi decided to start the construction of the new base?

Liu Hechao: Deputy General Manager: Objectively, with the upgrading of the lubricating oil industry, our company judges that the lubricating oil market will reshuffle again. The small enterprises with no innovation ability will quickly withdraw from the market, and the industry share will be concentrated to the enterprises with strong brand. Subjectively, as a main supplier of base oil, Handi Group has a certain market share and good market reputation, and has started the construction of its Phase III base oil equipment. After the completion in 2019, it will provide high-quality Phase III base oil resources for the domestic market.

In this context, Handi Group believes that the objective conditions and subjective conditions for further extending the industrial chain to the lower reaches of the lube oil market are all available. Therefore, we have decided to invest in the construction of the East China production and development base, hoping to rely on the advantages of the upstream base oil and enter lubrication oil market under the big trend of shuffling of this industry, seizing market share especially high-end products’market share.

Sinolub：Environmental protection, energy saving and low emission are the common themes of the world's engine lubricant industry. As a founding unit and a member of the expert group of "China standard development and innovation alliance of engine lubricating oil", how does Handi lubricant evaluate the impact of green lubrication on the industry? In practice, how will the standards of the alliance take into account the requirements of energy conservation and emission reduction and the interests of the lubricants industry?

Ma Xuedong: Deputy General Manager: for a long time, the standards represented by API in the United States are faced with many practical problems, such as the failure to adapt to the requirements of the road conditions, maintenance habits of the Chinese engine, and the differences between European emission standards and the API level in China. So, we have founded the Alliance of Chinese standard for engine lubricating oil (hereinafter referred to as "alliance"). As domestic emission standards continue to tighten, the quality standard of domestic lubricating oil has been "overtaking", small enterprises that rely on old vehicles, indulge in price war and are reluctant to give up their old "cheese" will face life and death.

In view of the technical basis, the Alliance, when formulating standards, focuses on improving the existing basis, as far as possible instead of pulling down old standards, while down compatible with the transition period of the old engine. At the same time, the Alliance is very concerned about the cost, and does not insist on the "one size fits all" of the lubricant industry. It also takes automobile design into consideration. This is also an important reason for the Alliance's to recruit members such as main automobile manufacturers in China.

For example, the engines living up to China VI Emission Standard need to install the exhaust particle filter, and the ash produced in the oil after combustion may clog the filter, causing the exhaust emission difficult. There are two simple options: one is lubricating oil companies reduce the ash level of lubricating oil, and the other is car manufactures adopt higher level filters. From the results of the study, the upgrading of filters is undoubtedly the most cost-effective choice. Therefore, in the standard formulation, the ash limit in the lubricating oil will not be particularly harsh.

Sinolub：Since entering the lubricating oil market in 2015, Handi Lubricant has rapidly entered the club of 100 million yuan sales revenue in a short time, and has made outstanding achievements in the lubricating oil industry. In your opinion, what is the secret of the success of Handi lubricant? Facing the achievements you have already made, how will Handi move forward in the future?

Chen Jueming: General Manager: it is still too early to talk about "success" and the way the Han are still running. Of course, it is very proud to be able to enter the "billion dollar club" in a short time. There are two reasons for this.

1.The strong strength of the Handi fully guaranteed the quality of the oil in the Handi system, provided a strong guarantee for the cooperation and development of our partners in sales channels, and guaranteed our consumer have a good user experience, which coincided with the spirit of the craftsman.

2.The Internet advocated "only fast is unbreakable". Similarly, we also learned from this point, thus Handi made a nationwide layout in a short time.

3.I became GM for a lube oil company on March 1st, no doubt that I am a green hand in the lubricating oil industry, and I had been working in IT and the Internet industry for many years, and this was a big leap and transboundary. But for many years, I have never been away from marketing and management, and I think the lube oil industry is more traditional than the Internet or the IT industry. This should be my advantage - not to be confined to the traditional thinking in the industry and to dig into Handi with a multi - industry perspective. At the same time, born in a military family, I always advocate "partner culture", partners from both internal and external, we are one team, with respect, mutual support, and common interest, facing the competition of the market.

Sinolub：Last year, Zhang Fengyi represent Handi Lubricant as a brand spokesperson with a campaign of "not growing old man". After the campaign of the first year of the brand, what kind of publicity activities will be launched in the near future for Handi Lubricant in Chinese market?

Chen Jueming: General Manager: Although we did not take an extensive advertising campaign, Mr. Zhang Fengyi's endorsement has promoted the recognition of Handi brand awareness in consumers. The year of 2018 is the third anniversary of our brand, we choose to return to the original point, starting with the empty cup mentality, the introduction of "born uncommon, ingenuity, pure" theme propaganda, in order to further explain to consumers, Handi Lubricating oil from "China fourth barrels of oil" - Handi Group, at the same time with the technology of pure HYDROPURE hydrogen technology as the technology Drive the source of quality assurance and establish the brand positioning of "good lubrication made by Handi ".

Since the beginning of the establishment, the lube oil of Handi aimed "national high end lubricating oil" as our mission, determined to become "the first brand of Chinese national lubricating oil". In the short three years, the market has changed, but the initial heart of Handi team is unchanged. A brand cannot be built within one day, so we still need to keep accumulating and enterprising, "there is friction, there is lubrication" my team and I will sink, constantly focusing on products, channels, customers, to be enterprising in spirit, to meet the bright future of Handi lubricants!

New generation, new opportunity, relying on the strong foundation of "fourth barrels of oil" of Handi Group, in the lube oil market, Handi entered the billion yuan club in the short period of 2 years, and grew into "supernova" in the lubricating oil industry, which can not be separated from the ingenuity of the staff of Handi to "inherit the quality and win the world".  The ambition is unswerving.

With the foundation of East China production base, which produces 500 thousand tons of finished lube oil, Handi will further strengthen our bran, adhere to the principle of "quality based", accelerate product upgrading, do not forget the initial heart, keep in mind our mission, in the historical turning point of the great change in the lubricating oil industry, lead the first step forward, lead to the new beginning of the lubricating oil industry. Lead the lubricating oil industry forward!