Sinopec will cross the border again, and will open pubs to sell wine

Sinopec will cross the border again, and will open pubs to sell wine. Although Yi Jie Zhen Pub is called a pub, its essence is a liquor chain store. The reporter was informed that Yi Jie Zhen Tavern operates a variety of brands, including well-known liquor, domestic and foreign wine, beer and foreign wine. Sinopec will once again cross the border and will open a pub to sell wine. Sinopec once again crosses the border, and will open a pub to sell wine. 1

Sinopec, which is "cross-border addiction", will cross the border again, and this time it will open a specialty store at a gas station to sell wine.

On May 28th, Sinopec unveiled its liquor store "Yi Jie Zhentavern" at Qiutao Road Gas Station in Hangzhou, Zhejiang Province, relying on Yi Jie convenience store in the gas station. At the same time, Sinopec Yi Jie announced that it will use 27,8 convenience stores nationwide to open "Yi Jie Zhen Tavern" according to local conditions.

since its establishment eight years ago, Yi Jie has become a dark horse in the convenience store industry, relying on the channel advantages of Sinopec. But the establishment of liquor franchise stores is a bigger step than before. Can consumers get used to this shopping method? Can wine and oil be safely stored? These are the problems that Yi Jie Zhen Tavern has to face.

The liquor store of oil tycoons

Before the establishment of liquor franchise stores, Sinopec had a good time playing cross-border, made bottled water, functional drinks, and opened coffee shops ... and every time it became a hot topic through the huge contrast with its main business. This time, the question in the society is even bigger: can oil sellers really sell good wine?

In fact, Sinopec Yi Jie has a lot of experience in selling wine and has tasted the sweetness.

As early as 28, the producers and importers of French Duke of France wine cooperated with Sinopec Henan Petroleum Branch and sold them in the gas station convenience store of Henan Sinopec.

in 21, Sinopec signed a strategic cooperation agreement with Kweichow Moutai to sell Moutai exclusively in more than 15, Sinopec gas stations nationwide. At the same time, the Great Wall wine counter also entered the Sinopec gas station, and these Great Wall dry red wines were also marked with the logos and LOGO of Sinopec and Yi Jie.

In the following years, there were more and more wine brands cooperating with Sinopec Yi Jie, and there were more and more varieties of wine on the shelves of convenience stores in Yi Jie. This also allows Sinopec to see new business opportunities. It is no longer satisfied with just helping others to drink, but running directly off the runway.

In 214, Sinopec Yi Jie and Maotai * * * jointly invested to establish Guizhou Laimao Liquor Co., Ltd., with Yi Jie as the second largest shareholder holding 3% of the shares. After six years of cooperation, Laimao has gradually grown into a single product with sales of 1 billion. According to public data, in 22, Lai Mao will achieve 5 million sales in 57 cities and 1 million sales in 22 cities through the channel of Sinopec Yi Jie. In 218 alone, the sales amount of Lai Mao's terminal in Yi Jie accounted for 69% of the total sales.

The deep cooperation with Maotai has enabled Sinopec to once again see the rich dividends in the liquor market and the "easy-to-use" liquor selling channel of Yi Jie convenience store. Subsequently, Sinopec and LU ZHOU LAO JIAO CO.,LTD jointly launched the liquor brand, hoping to replicate the success of Laimao.

Generally speaking, the profit rate of wine is about 1%, that of Maotai is about 3%, and that of wine is about 15%. However, in comparison, the profit rate of refined oil is only 6%. The fact that wine is more valuable than oil may be one of the reasons why Sinopec has been fond of selling wine in recent years.

Selling alcohol is a good business

Since Yi Jie convenience store itself is a good retail channel for alcohol, why should we set up a "Yi Jie Zhen Pub" dedicated to selling alcohol now?

An insider accepted an interview with Huaxia Wine News, saying that the establishment of "Yi Jie Zhen Pub" is equivalent to centralizing the drinks originally collected by the terminal to the headquarters for unified planning, and there is huge room for realizing the flow. As a traffic platform, Sinopec Yi Jie has a large number of closed fixed customers, so its channel advantages are obvious.

A report in Southern Metropolis Daily also mentioned that some second-line drinks products in the second, third and fourth-line brands or first-line brands, under the condition of insufficient brand influence, have inherent high exposure in Yi Jie convenience store of Sinopec, which not only provides more traffic for products, but also makes it easier for products to complete transactions because of their high cost performance.

Let's take a look at how much money Huazhi Liquor Store, a liquor seller listed on the A-share market, has made in the past two years. Last year, the net profit of Huazhi Liquor was 675 million yuan, an increase of 81.3%. In the first quarter of this year, the net profit of Huazhi Liquor was 249 million yuan, up 3.39% year-on-year. The income and profit of Huazhi Liquor Company have soared since last year, mainly from several aspects: more outlets have been set up and more fine wines have been sold.

The most profitable business of Huazhi Liquor Company comes from acting as an agent for Mao (Taiwan) Wu (grain liquor) and other high-grade liquors, especially Maotai, which is the "shoulder handle" of Huazhi Liquor Company's revenue. And Yi Jie knows all about the cooperation experience with Maotai, and there are also many outlets. For Biaohua Liquor Store, it is feasible to open a liquor store.

Some analysts believe that "Yi Jie Zhen Pub" may become a channel for low-priced stock wine. After all, in the gas station scene, the wine is not a shopping bag but the trunk of the car. In addition, car owners have the habit of filling up their tanks before holidays, and when they refuel, they will stop by "Yi Jie Zhen Pub" to purchase holiday wine, which is also in line with consumption habits.

In addition, the general performance of convenience stores in Yi Jie in revenue in recent years may also be a motivation for Sinopec to set up "Yi Jie Zhen Tavern", hoping for a second growth point.

according to public data, in 218, the average annual revenue of a convenience store in Yi Jie was about 2.2 million yuan, while in 217, the annual revenue of a single store in familymart was about 3.68 million yuan. The gap between Yi Jie and 7-Eleven, Rosen and other head convenience stores is even greater.

in 22, the average floor efficiency value of the top 2% domestic convenience stores will reach 76 yuan/m2/day, and that of Yi Jie will be 63 yuan/m2/day. In the case of a certain gap with peers, how to increase profits and achieve overtaking in some corners is particularly important.

A survey article in China Youth Daily shows that although drinks only account for about 1% of the sales of convenience stores in gas stations, they are an important profit growth point. Therefore, increasing the sales scale of high-profit liquor can significantly increase profits and effectively improve the income of a single store.

Although it is still in the testing stage, we can already see Sinopec's ambition of "Yi Jie Zhen Pub". According to the project plan, Sinopec Yi Jie will complete more than 2 "Yi Jie Zhen Taverns" by the end of August this year, and has prepared a series of opening promotion activities.

selling wine should also talk about the basic law

Yi Jie has rich experience in operating single products. Before that, Yi Jie contributed a lot to the marketing of Laimao wine. However, as far as the operation of vertical liquor franchise stores is concerned, there are still challenges.

First, different requirements for passenger flow make supply chain management difficult.

Setting up shelves in convenience stores in Yi Jie and opening "Yi Jie Zhen Pub" to sell wine are completely different in cost, and the requirements for passenger flow and customer unit price are also completely different.

because of its large area, the gas station is not close to the core area of life, and it is far away from crowded commercial places. However, the social and entertainment properties of alcohol itself are destined to be sold better in places with large crowds. Moreover, gas stations selling alcohol are basically "insulated" from users who don't drive.

According to the past experience, gas stations rely more on giving coupons and redemption of points to sell liquor. On this basis, gas stations need shopping guides to sell liquor, and the liquor sales generated in different gas stations and convenience stores are very different.

in addition, consumers will only pay for the sales of drinks at gas stations unless they are exclusively operated or the price is slightly lower than other channels. This is also Yi Jie's own experience in selling wine in the past. "Yi Jie Zhen Pub" has a large number of liquors. Are there separate discounts for all of them? This is also where users need to be persuaded.

"Yi Jie Zhen Tavern" has greatly increased its SKU, which requires a higher supply chain than before. Compared with other mature liquor chain enterprises, whether "Yi Jie Zhen Tavern" can keep up with the management ability in the supply chain determines the end-user experience and the cost of a single store.

Second, the contradiction of channels and the safety of wine and oil.

In terms of liquor sales system, liquor culture varies from place to place, so the focus of liquor products sold is different. The gas station convenience stores with vertical management system are also prone to conflict with local liquor sales channels. In the past, most convenience stores in Yi Jie sold "joint brands".

How many "Yi Jie Zhen Pub" and liquor companies have launched their own brands, and whether the different drinking habits of local consumers will affect the sales of their own brands also needs to be questioned. Of course, according to foreign experience, some wines only appear in the self-operated channels of gas stations, but they are also marketing points. Articles such as "Limited Sales, Five Best Napa Valley Wines in Gas Stations" often appear in local magazines in California, USA.

Finally, and the most basic problem, the combination of alcohol and oil often means danger. Although the relevant security departments have not stipulated that gas stations can't open liquor franchise stores at present, they only require them to stay away from refueling equipment, but the "Yi Jie Zhen Pub" still faces security uncertainty in storing a large amount of alcohol. Sinopec will open a pub to sell wine once again. 2

Recently, the first flagship store of "Yi Jie Zhentavern" in China was unveiled at Qiutao Road Gas Station in Hangzhou, Zhejiang. At the unveiling ceremony, Sinopec Yi Jie announced that it would use 27,8 convenience stores nationwide to open "Yi Jie Zhen Tavern" according to local conditions. It is reported that according to the actual situation of each gas station, the location of the pub will be flexibly adjusted.

what is Sinopec's intention?

"This pub is not another pub"

Although Yi Jie Zhen pub is called a pub, it is different from other pubs such as Helens, but its essence is a liquor chain store.

The micro-wine reporter learned that Yi Jie Zhen Tavern operates a variety of brands, including well-known liquor, domestic and foreign wine, beer and foreign wine. In addition, its goal is to build a consumption platform integrating commodity display, wine tasting and cultural communication. According to the relevant person in charge of Sinopec Yi Jie, the core concept of Yi Jie Zhen Tavern lies in quality, price and product variety.

In addition, the reporter of micro-wine also learned that Yi Jie Zhen Tavern will operate fine wines in all price bands, introduce commemorative wines and rare wines, and increase the categories of goods on sale.

It is worth noting that the micro-wine reporter learned from the staff of Yi Jie Zhen Tavern that according to the project plan, Sinopec Yi Jie will build more than 2 Yi Jie Zhen Taverns by the end of August this year.

laying 2+ stores in three months is amazing. The micro-wine reporter noticed that on the opening day of the first Yi Jie Zhen pub, which was also the official launch of the first "Wine Festival" in Sinopec Yi Jie, Sinopec Yi Jie announced that it would carry out the promotion activities of wine products in 1+ cities across the country, simultaneously with tens of thousands of Yi Jie convenience stores and the "Come on Yi Jie" APP platform, so as to realize the linkage between online and offline and 1, stores in one hundred cities.

why does Sinopec open a liquor chain?

The reason why Sinopec laid out the liquor chain should start with "Yi Jie".

It is reported that Yi Jie is a service brand of Sinopec for non-oil products business. With 27,8 convenience stores nationwide, it has developed into the largest chain convenience store network in China. According to the development idea of "brand+capital+goods+service", we have made great efforts to build our own brands such as Zhuomaquan, Changbai Mountain Tian Quan, Laimao, Gulu Paper and Guoqi Tianxiang. In the "China Brand Value Evaluation Information" released on May 9, 221, the brand value of Sinopec Yi Jie reached 18.461 billion yuan, and the brand value increased rapidly for four consecutive years.

It is not difficult to see that the nationwide network of 27,8 convenience stores is the basis for Yi Jie to open liquor chain stores.

In addition, when the reporter of Weijiu interviewed the staff in Yi Jie, he learned that the sales revenue of Sinopec's non-oil business only accounts for 3% of the total revenue, while the reference ratio in Europe and other countries is 3%-4%, which has huge room for growth. As one of the carrier platforms of non-oil business income, Yi Jie convenience store has maintained a high growth rate all the year round with the blessing of digitalization.

It is understood that convenience stores in Yi Jie have included liquor sales before, and liquor brands on sale include Maotai, LU ZHOU LAO JIAO CO.,LTD, Laimao and Sanxuanxuan. Although there is no specific wine sales data, relying on huge traffic resources, it is estimated that its performance is considerable.

To sum up, the micro-wine reporter speculated that there were two reasons why Sinopec opened the liquor chain:

First, it focused on the huge development space of non-oil business and sought new growth poles;

Second, relying on the huge convenience store network and its existing experience in liquor sales.

what is the prospect of Sinopec entering the liquor chain?

As the foundation of Sinopec's entry into the liquor chain, Yi Jie has worked hard in the liquor industry for a long time. According to the micro-wine reporter, as early as 214, Yi Jie Brand and Maotai * * * jointly invested in the establishment of Guizhou Laimao Liquor Industry Co., Ltd. According to the enterprise investigation, Yi Jie currently holds 32% of the shares of Laimao Company.

according to industry analysts, the reason why Lai Mao has become another billion-dollar item under Maotai is highly related to the convenience store resources in Yi Jie. According to statistics, in 218 alone, the sales amount of Lai Mao's terminal pos in Yi Jie reached 69% of the total sales, which is undoubtedly a sample case of industry channel construction. Undeniably, Sinopec Yi Jie's market layout in Laimao has indeed promoted the overall development pattern of key regions.

In December, 22, Sinopec Henan Company started strategic cooperation with Henan Hanliangwang Wine Industry. It is reported that Hanliangwang Liquor has specially customized a product for Sinopec, named Yuke Royal Liquid. This product will become the exclusive product of Henan Sinopec system.

In addition, last year, Yi Jie and LU ZHOU LAO JIAO CO.,LTD * * * jointly launched the "Three-person Hyun" series of liquor. As an Internet liquor brand, its popularity is not low.

All this has gradually strengthened Yi Jie's determination to set up liquor chains.

However, regarding the future development of Yi Jie Zhen Tavern, the micro-wine reporter holds a wait-and-see attitude.

First of all, the competition of liquor chain is fierce in recent two years. According to the annual reports of several circulation enterprises, by the end of 221, the overweight chain format has become an important part of its strategy. Among them, the number of customers in retail outlets of Huazhi Liquor Store has reached more than 3,, and 273 chain stores have been added. In 1919, there were 2,137 liquor chain stores; Wine Convenience has added 22 stores nationwide.

secondly, supply chain construction needs time to settle down. Judging from the concept of "guaranteeing quality and price" in Yi Jie Zhen Pub, its requirements for the supply chain are not low. As we all know, a mature supply chain system takes time and energy to build. Compared with other mature liquor chain enterprises, Yi Jie Zhen Pub must spend more effort on the supply chain.

Finally, consumers are no longer