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Handi Lubricant: Domestic High-End Lube Brand

Key words:Handi Lubricant, HYDROPURE, Lube        source:Media Report        Release time:2016-10-26        分类: Subsidiary news

Handi Group, the well-known Fourth Oil Company in China attended the 17th China International Lubricants and Technology Exhibition with two of its subsidiaries, the Handi Sunshine and Handi Lubricant, making a brilliant show of its strong capability as a domestic high-end lube brand to the industry, supported by its full industry chain and unique channel value chain.

Technology Leadership and Product Innovation


Handi Lubricant exhibited its HydroEnergy series gasoline engine oils, Hydro Dragon series diesel engine oils and OAT coolants. Technology leadership has always been Hindi’s primer target. It is known that Handi has grasped advanced frontier technologies. All Handi products are produced with its self-developed HYDROPURE technology and the HDP+ synergistic factors, which is a unique application of HYDROPURE in lubricant blending. Thanks to these advanced technologies, Handi lubricants’ performance in detergency and dispersancy, anti-oxidation and low temperature fluidity are significantly improved, which in turn prolong the life of engines notably. Handi products have gained recognition and appraisal from consumers since they are launched.

Display of Handi Lubricant Products

Handi Lubricant never stops pursuing technology leadership and product innovation. Handi has fully upgraded its SN grade gasoline engine oils this year. The upgraded Hydro Energy X7 SN grade oils adopt the unique synthetic technology of "Mo4-PNP" (the fourth generation of organic and sulfur, phosphor and molybdenum free PNP technology - Protection, Noise-Reduction, and Power). This Mo4-PNP technology improves oil performance in attrition-and-noise-reduction, anti-oxidation and sludge and carbon inhibition, thus enhancing power of engines in longer terms. With dual protection of borides film and molybdenum film, the Hydro Energy X9 full-synthetic oil offers excellent oil performance beyond expectation. The Hydro Energy X6 series products with synthetic technology are launched as well. Mr. Wang Xuguang, General Manager of Handi Lubricant, said that “The new SN grade oils are more than simple formula upgrading. They are completely new blood in the domestic high-end lubricant industry. It’s a small step of Handi, but a big step of national lubricant brand.”

Brand Premium Shared with Channel


Handi Lubricant adheres to its sustainable development path featuring good channel value chain and user experience. Based on such a value and leveraging Group upstream base oil resources, Handi has developed its channel layout throughout China from all aspects, including channel marketing, branding, supply chain building and service experience, etc.Handi Lubricant adheres to its sustainable development path featuring good channel value chain and user experience. Based on such a value and leveraging Group upstream base oil resources, Handi has developed its channel layout throughout China from all aspects, including channel marketing, branding, supply chain building and service experience, etc.

Customers in Handi Booth 

Mr. Xi Ningning, Sales General Manager of Handi Lubricant introduced the development plan of Handi in three years. According to Mr. Xi, Handi would share with channel the channel premium, brand premium and capital premium brought by brand growth. Such value is highly appreciated and supported by distributors. In only one year’s short time, Handi has developed more than 100 loyal and profitable distributors across China. “We are not constrained by models or so-called concepts. We do actual work. We serve distributors and help them develop.” said Mr. Xi.

Mr. Xi with journalist form Lubricant Information

Now, most of China’s lubricant distributors are facing a dilemma. If you choose do distribute big brands, the market is organized and the price is very transparent. Though the big brands offer certain support, the total profit is limited. If you choose to distribute small brands, you may get rich profits. But there is little support from small brands. The product quality is not stable and the market is chaotic. “Handi is one of the few brands that combine advantages of both big brands and small brands.” said Mr. Xi, “Our channel value is widely supported by distributors. They are willing to develop with Handi and share the growth returns.”Mr. Xi also introduced the criteria for Handi to choose distributors: firstly, distributors must have shared vision and value with Handi and be willing to grow together with Handi; secondly, distributors must have wide networking to penetrate into more markets; thirdly, distributors must have qualified sales team with necessary experience; fourthly, distributors must have logistics capability to cover enough end-users/workshops; last but not least, distributors must have certain capital strength.

Meanwhile, Handi has developed a distributor exit mechanism. Strict entrance mechanism plus flexible management forge a distributor team with fighting capability, which is the solid foundation of Handi’s cover-all-China strategy. Mr. Xi said that Handi’s target is to cover 80% of China in 2016, i.e., Handi products will be found in 80% of a-level cities in China. Guided y this strategy, Handi will try its best to support channel development. Mr. Xi welcomes friend from all walks of life to join Handi and create a bright domestic lubricant market together.

Build a Leading High-End Domestic Lubricant Brand Which Is Also Famous in International Market

China is the most promising lubricant market in the world. With the demand expanding year by year, the state control on energy efficiency and emission reduction is becoming stricter, which inevitably affects the development of lubricant industry. In the interview, Mr. Wang shared with us his understanding of future lubricant market. He believes that higher grade and cleaner oil is the trend. Handi Lubricant is taking proactive actions to in this evolution. Handi joins the China Engine Oils Standard Development & Innovation Alliance, CAMRA-ARPC (China Automotive Maintenance And Repair Trade Association Auto Repair Parts Committee), National Committee of Automotive Maintenance and Repair Standardization, and the first pilot enterprises for producing components with the same quality. Handi cooperates closely with industry giants like Honeywell and Mobil and top 4 international additives companies to consolidate foundation for future development. 

 Mr. Wang introduces future development of Handi

2016 is the second year for Handi Lubricant. Though affected by many internal and external factors, the lubricant industry is kind of gloomy with weak demand, Mr. Wang believes that such recession is temporary and very local. With macro economy adjustment and restructuring, in particular the steady growth of passenger car ownership, the lubricant industry must have a bright future. In such a macro environment, only brands that really understand consumers’ demand and that can coach and lead business partners to growth should to shoulder can survive. Handi puts channel value chain and consumer experience at first at the very beginning and all of its strategies are designed to serve channel and consumers. Mr. Wang believes that as long as Handi adheres to its mission and value, Handi are blessed with huge opportunities in this round of market evolution. 

Young as Handi, with strong industry background, passion for frontier technology and product innovation and unique channel value chain, it has already made tangible achievements in channel layout, branding, supply chain building, user experience and efficient and effective team building and has gained its share in the high-end lubricant market.

“In the future, we will continue to strive for our vision, to build stronger lubricant industry chain and more valuable high-end brand, to promote domestic lubricant industry evolution and build China’s independent engine oils standard system with stakeholders from all industries, and to contribute in the reshuffle of China’s automotive after-sales market. We are a brand that understands consumers’ demand. We are confident that Handi will be a model of China’s local lubricant brand and finally go to world.” said Mr. Wang.


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