E-commerce of Sinopec

Sinopec's E-commerce attempts, facing many challenges, but also face strong outside the challenge

"Sell oil lang" Sinopec's e-commerce attempt, is quietly accelerated.

December 26, 2012, Sinopec's E-commerce shopping site easy Czech network officially on the line of Jiangxi Province, this is the two days before the Hebei area on the line, easy Czech network launched this month, the second provincial and municipal zones. At present, the Yi Jie network provinces and cities have reached 10, more provinces and cities will be opened successively.

Since the beginning of 2012 Yi Jie online line Beijing area, Sinopec built E-commerce website has begun to take shape. Sinopec appears unusually low-key in the noisy world of electric-business battles. What does Sinopec intend to do with the distribution of electricity?

Online Easy

January 1, 2012, Sinopec launched a network of Business-to-consumer shopping platform easy Czech. With other E-commerce site publicity, promotion compared to the unusually quiet, Sinopec, only part of the petrochemical refueling card customers know the existence of this network shopping platform.

EasyJet network uses the Sinopec petrol station convenience store's "easy Czech" brand, the site of a dazzling array of goods on display, and the general business site is no different. The first to launch the "lead" is the Beijing area. Goods in Beijing's easy-Czech convenience store were moved to the Internet for sale. In addition to refueling card recharge, there are automotive supplies, health food, alcoholic beverages and other commodity services. Here can buy Maotai (600519, stock bar) wine, the latest Apple mobile phone Iphone5.

After the pilot, Sinopec's electric dealers tried to start to move quickly. In the subsequent opening of various provinces and cities, Sinopec also seeks to find breakthroughs in local characteristics, such as the Shanghai Zone has home textiles, steam clothing, Shandong area has pictures, kites, clay figurines in Jiangsu. But basically, compared with the general web shopping platform is nothing extraordinary.

December 12, Sinopec Guangdong Oil Company once again exerting force, launched a tailored for the oil customers need to build a comprehensive service platform for the purchase of oil and for the owners of Non-oil demand to build a comprehensive consumer network to buy platform, will be under the jurisdiction of Guangdong oil more than 2000 refueling card outlets, More than 1900 easy to Czech convenience stores and more than 100 direct sales wholesale business hall products and services moved to the Internet.

This platform can realize the self-service recharge of refueling card, the consumption record inquiry, the product direct sale and the wholesale business on-line transaction as well as the Business Network inquiry function. So that the traditional physical sales channels of Guangdong to further extend to the field of electronic commerce. Shahufi, general manager of Sinopec Guangdong Oil Company, declared: "The online transaction amount of two platforms is expected to exceed 10 billion yuan by the end of next year." ”

After the division breakthrough, Sinopec's E-commerce platform has begun to take shape. But there is no clear argument as to how the future will evolve. Sinopec insiders close to the top told reporters: "Within the company, on E-commerce is a people do not want to talk about the sensitive topic." Strategically speaking, using the Internet to bring convenience to product sales is a big trend. But for the oil-focused Sinopec, e-commerce how to do is not clear, high-level on this issue have differences of opinion. ”

Harmless？

Enter the electronic commerce, to Sinopec such traditional enterprise speaking, really has many challenges. How does the market open up? How to solve the technical problem? How to form their own core competitiveness? Sinopec faces outside suspicion.

At present, the electricity merchant website is the universal loss, the only electricity that becomes the scale profit is only taobao one platform type enterprise. According to the data, 2012 China's web site has nearly 1000, but the revenue can reach tens of millions of dollars only hundreds of, and these sites 60%~70% traffic is falling.

Xie, the IT commentator and former Yahoo China general manager, said: "In theory, Sinopec does not have much chance." Although Sinopec has plenty of money, it is unlikely that any movement would be made. The key problem is that Sinopec does not have the core competitiveness of E-commerce, spell service, spell prices have no future. ”

In the easy to the net, all kinds of merchandise discount discount margin is not big. Slightly some of the characteristics of the account can be realized with the fuel card binding, at the same time can be in the easy online to refuel card to achieve recharge, but online recharge also has no price concessions.

However, this service is only to provide refueling card online recharge, refueling card and easy to Czech online accounts can not achieve the General fund balance.

Sinopec Sales company employees told reporters: "With refueling card shopping cards and unit card two kinds of situation." A single user card in a personal card, that is, a card corresponding to an ID card, can be in the easy online and convenience store shopping, but need to the gas station from the point of identification, on-site deduction, a card corresponding to a number of identity card multiple user cards, can not in the easy Czech network and convenience store shopping.

"There is also a unit card, that is, the unit in the name of the refueling card, can only be used for refueling, is neither in the easy to shopping, nor in the convenience of the petrochemical gas station store consumption." I personally think that this can be blocked public money consumption of the hidden channel, customers want to take the unit card to buy Maotai, Apple Mobile and other valuables is not workable. "said the staff of Sinopec Sales company.

Another and general shopping site is different, customers in the easy online shopping, can choose Sinopec Gas station in the easy Czech convenience store as a line from the point. In the Shanghai area, Sinopec opened the easy to Czech network since the point has been 18, at the end of 2012 may have increased to 60.

Han Xuegong, a professor at the Institute of Petroleum Cadre Management, sees that the logistics cost of Sinopec is a big advantage compared with the general E-commerce website. As the sales companies in various regions of PetroChina have their own logistics distribution centers, relying on this to do the centralized distribution of electrical products, will be able to effectively reduce the cost of circulation.

But in Xie's view, these are harmless tricks. "E-commerce has been put into the current situation, only a new strategy, innovation can have the opportunity, especially for Sinopec such large enterprises, relying on some conventional operation will not have any future, nothing good to do." ”

Non-oil layout

"From the current operation of Easy Czech network, E-commerce layout is more for the development of Non-oil business." In the traditional selling of oil, try a variety of operations. The ease of the convenience store moved to the Internet, play online and offline combination of advantages to promote the development of retail business. "People close to the top of Sinopec told reporters.

The so-called non-oil business, mainly refers to providing customers with fuel, gas and other goods or services. Since 2003, Sinopec many provincial and municipal sales companies began to try to develop non-oil business, but has not formed a scale.

2007, Sinopec invested 1.5 billion yuan to start the image renovation project of the gas station. In this transformation, the gas station is no longer defined as refueling site, but a collection refueling, Half-way rest, catering, shopping, vehicle maintenance in one integrated service network.

2008, Sinopec officially launched the "easy Czech" convenience store Non-oil brands, the establishment of a unified operating model and business processes, Sinopec Non-oil Business officially launched.

Data show that Sinopec Non-oil business 2008 years only 1.1 billion yuan, in 2011 revenue has reached 8.26 billion yuan. It is expected that by the end of 2012, Sinopec's non-oil business income will be expected to break through the 10 billion yuan mark. On this scale, Sinopec is enough to be among the top ten retail chain channels in the country.

"Sinopec is not a pure oil company, but an integrated energy company." Sinopec's E-commerce, many years ago, before the main is the company's internal material procurement. Now start to do ordinary goods, is a normal development, are around the non-oil business to make a fuss. Han Xuegong said.

Public data show that by the end of 2011, more than 19,000 of Sinopec's more than 30,000 petrol stations have opened easy-access convenience stores. Earlier sources said that Sinopec 2015 Non-oil business revenue target is 50 billion yuan, 4-year growth of 400%.

At present, Sinopec to explore the development of E-commerce with the help of marketing network platform is an important support for the development of non oil business. A large number of offline Super retail chain, coupled with a certain size of easy to buy the network platform, Sinopec's non-oil business will be expected to achieve faster development.

"Sinopec's e-commerce needs to have an accurate positioning." The use of the Internet platform, you can comprehensively utilize the resources available. But if Sinopec is going to do e-commerce on a large scale, it cannot be seen. "Xie points out.