(Source: CCTV Finance)
This is also the 13 price adjustment of oil this year, and the second increase since June 29th. At that time, Chage reminded everyone at the end of the article that the oil price trend will fluctuate and rise in July. The international oil price linked to the domestic refined oil price has been at the "floor price" of 40 US dollars/barrel, but there is still an upward trend. As of the ninth working day of price adjustment on July 9, London Brent crude oil futures closed at $43.29/barrel, and June light crude oil futures closed at $40.90/barrel.
It is true that before the next round of price adjustment window comes on July 24, the probability of a slight increase in international oil prices is quite high. Apart from this factor, cars frequently use air conditioners in summer, and the domestic market just needs to increase. The cost burden of future car owners is bound to be greater. Just as the domestic oil price is slowly rising, it is found that Sinopec Yi Jie is eyeing the car sales business. Soon you will see a new car just listed next to the gas station, and maybe even "buy a car and send a 5,000 yuan oil card".
On June 30th, China Petrochemical officially released information that Sinopec Yi Jie is cooperating with social automobile enterprises and dealer groups in automobile sales and investment promotion, including but not limited to automobile sales cooperation, automobile advertising cooperation, venue resources cooperation and member rights cooperation. The outside world interprets this as a signal that Sinopec has officially cut into the automobile sales market.
However, do you think that Sinopec has never sold cars before? In fact, the sales volume of Yi Jie in 2065,438+09 was 6,000 vehicles, which is equivalent to the annual sales volume of a single brand in a small city. No wonder this year, when the oil price is low, Sinopec launched a high-profile new car sales business in Yi Jie convenience store.
In fact, selling cars at gas stations has an advantage that 4S shops and auto shows don't have, that is, it is naturally close to automobile consumption groups, which is particularly important for the promotion and sales of luxury brands and Zhong Da models; In the past, the customer groups who bought more and bought less through the internet all the year round seemed to be separated by a layer of yarn. Now, it's great. A lot of people with cars are refueling next to your new car. If you can't pull the owner to see it, you can't pull the sales, which is the problem of the new car.
But many people question the actual effect of gas station scene marketing. Although Yi Jie is naturally suitable for consumers, it is the ultimate goal of every car owner who comes to the gas station to refuel. Even if he is interested in a new car, he may go to the 4S shop to learn about it and test it. From this point of view, Yi Jie seems to be more suitable for exhibitions, and there seems to be a long way to go to guide car owners to buy cars at gas stations and change traditional consumption preferences.
However, there are still many ways to sell cars in Yi Jie, such as venue leasing, distribution and consignment, online and offline drainage, and cooperation with car manufacturers in the form of car group purchase, which can be described as "full coverage" of potential customers. What you may have overlooked is that in 20 18, Yi Jie was the largest chain convenience brand in China, with more than 27,000 stores nationwide. So such a huge sales network is much wasted.
Having said that, it is precisely because there are so many shops in Yi Jie that cars were not sold in the peak period of the automobile sales market before 20 18. Now that the overall sales volume is declining, everyone is shouting that cars are difficult to sell before entering the market with high profile. This is more or less helpless. Is it really the fault caused by low oil prices in the first half of this year?
Judging from the report card of the first quarter of 2020 released by China Petrochemical, it is indeed the long-term "floor oil" that has held back. Its revenue in the first quarter was 555.5 billion yuan, and its net profit loss was 65.438+0.978 billion yuan, while its profit in the same period was 2065.438+0.476 billion yuan. Among them, the refining business, which accounts for the largest proportion, has an operating loss of 25.8 billion yuan. In its report, it said that the main factor affecting performance was the loss of high-priced crude oil inventories due to the sharp drop in oil prices, and the epidemic situation directly affected the consumption of oil products and chemical products.
It is not only Sinopec, but also the "three barrels of oil" in the first quarter of this year. China Petroleum's revenue in the first quarter was 509.098 billion yuan, down 14.4% year-on-year, while its net profit loss was1623 billion yuan, down 258.4% year-on-year. CNOOC, on the other hand, was even better, with revenue of 4157.9 million yuan in the first quarter, down 6.3% year-on-year. Since the beginning of this year, international oil prices have fallen by more than 60%. Although the oil price rose at a low level in mid-July, compared with the high oil prices of 20 18 and 20 19, it is definitely not so interesting to make profits by selling oil, not to mention the sluggish demand caused by the epidemic. It will take a long time to get back to normal completely.
It can be seen that "three barrels of oil" have been tightening their belts for a long time, and gradually understand that they can't concentrate on refining and sales. Recently, a series of actions seem to announce that they are transforming: CNOOC explores offshore wind power generation, and PetroChina promotes renewable resources such as solar energy, wind energy and bioenergy; In addition to selling cars mentioned in the article, Sinopec also sells masks and "non-contact fresh retail". In addition, it started selling coffee and tea last year, and seems to want to take advantage of Yi Jie's extensive layout to cut into the new retail market.
It is true that Tea Brother has been tracking the trend of domestic oil prices this year and found that the biggest contradiction is that even at the level of "floor price", car owners still think that oil prices are too high. Now Sinopec is cutting into new car sales, and it is good to sell 5000- 1 10,000 yuan. Or do all the cars bought in Yi Jie have the status of VVVIP owners, and the gas price of vouchers will be discounted again? After all, the car owners in Yi Jie are loyal fans of Sinopec, and buying a car and refueling all revolve around your home.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.