This year is the second year of China’s accession to the WTO. This is a crucial year for Chinese and foreign retailers. The overseas giants represented by Wal-Mart and Carrefour are step by step and aggressive, while the main forces represented by Lianhua and Hualian have repeatedly attacked. Recently, it was reported that these Chinese and foreign retailers have frequently contacted the oil industry and have their eyes locked at gas stations.
Relevant information shows that at present, there are more than 80,000 petrol stations in China, of which Sinopec and PetroChina account for about 50%, the rest are locally owned, and a small number are owned by foreign investors. Sinopec and PetroChina have a high share and control in their respective jurisdictions. According to the latest statistics, in terms of the density of gas stations, China has 5.7 gas stations per 100 kilometers, ranking among the top in the world; in terms of providing services for vehicles, China has an average of 300 vehicles per gas station, of which Guangzhou is It has reached 2,000 cars and Beijing has reached 1,500 cars. According to the current retail format, a gas station is essentially a convenience store. In the face of such a potential market space, how can retailers remain unmoved!
The rain is coming over the building. Analysis of industry experts pointed out that a commercial battle between Chinese and foreign retail giants competing in gas stations will be staged in China.
Car service area
In China, whether you are driving in the city or in the countryside, you have built a professional place to add fuel to your car, which is what we often call a gas station. Although these gas stations are of different affiliations, sizes and sizes, the service functions are simple and consistent, allowing your car to drink oil. Admittedly, the car was full, but the driver was unable to supplement any provision. This has always been a frustration for Chinese drivers.
Nowadays, motorists in Europe, America and other countries have already bid farewell to this helplessness. According to relevant information, around the 1970s, the name of the “gas station†in the United States was replaced by the name “automobile service areaâ€. The change in the name essentially means that new services have emerged. Come here, the car can add a variety of oils, like gasoline, diesel, oil, etc., can also be used for maintenance, such as pumping, changing tires, for beauty and so on. Motorists can also buy the goods they need, such as cigarettes, razors, pajamas, sleeping bags, etc., and they can also take a break, drink coffee, eat fast food, and send e-mails.
Yin Qiang, a senior economist of Sinopec Sales Company, believes that the concept of this gas station has been elevated abroad as a driver's service place. This is due to the fact that the retail business of oil products has been declining year by year, and the profit rate has fallen; on the other hand, it has seen drivers have With diversified needs, there is ample room for value-added services. According to a survey conducted by the foreign automobile industry, at present, of the profits of the entire industry, automobile production and sales account for 20%, automobile spare parts account for 20%, and the remaining 60% are automotive services.
Due to the existing management system and management methods, domestic non-oil services have long been constrained. Usually, a gas station requires seven or eight licenses, which means that it is under the jurisdiction of seven or eight departments. This department has a set of evaluation criteria for you, and that organization has a set of assessment methods to check you out, divide the blocks, and do everything in your own way. Under such circumstances, if other service items are to be added at gas stations, regardless of the agreement of the Administration for Industry and Commerce, it will be very difficult for other departments to pass. Open convenience stores can still be considered, specifically to sell cigarettes, refrigerators, ovens, it is difficult to pass the review.
Entering the 1990s, with the promotion of the market economy, the regulation of non-oil services became loose. In the highways of Hebei, Shandong, Jiangsu, Hunan, Jiangxi, and Guangdong provinces, those newly built gas stations are equipped with other oil products besides refueling cars. They also have small auto parts and are sold daily. Department store. In recent years, many large gas stations have also changed quietly, adding some convenience items to drivers.
The change of gas stations to automobile service areas is an objective requirement of the market. In the past, the management of gas stations was small and unreasonable. The starting point of management is simply to manage rather than serve consumers. According to the latest news, the National Competent Authority and other relevant departments are investigating and researching, and some regulations and regulations that restrict non-oil service are being revised. It is expected that new policies will be introduced this year.
Beijing Shenxian first
In February this year, the Beijing Business Council held a working conference on circulation. In view of the overall strategy for the economic development of the capital, the overall goal for the development of the circulation industry in 2003 was established. In this overall goal, the development strategy of “holding hands at gas stations and expanding convenience stores†is clearly proposed. As the government department in charge, the gas station made a new interpretation, which is the first time in the country.
According to senior officials of the city’s business committee, expanding a variety of formats, including convenience stores, is an important part of creating a framework for the circulation of international metropolises, forming a reasonable layout for the future capital business. As for the development strategy of the lock-up gas station, it is also an objective reality to effectively use resources in all aspects of society and achieve a win-win situation with the oil industry.
According to the latest statistics, as of 2002, there were more than 800 gas stations in Beijing, of which Sinopec and PetroChina accounted for more than 80%. At the end of last year, the capital created a new gas station brand—“Yijiejieâ€. Some media claimed that it is a 5-star hotel. It is close to overseas car-convenience stores in terms of service and is favored by the car owners in Beijing. At present, this brand of gas stations has expanded rapidly in the capital and has reached more than 30 seats.
Beijing is the top pick and Shanghai is close behind. It is reported that this year Shanghai is embarking on the optimization, adjustment, relocation, reconstruction, and the construction of a number of gas stations. The new station is equivalent to a 3-star starting grade. According to the plan, there will be about 30 new gas stations on the expressway and outer ring line, 10 new gas stations in the area between the inner and outer rings, and 20-25 new gas stations in the outer ring area. In addition, there are 5-10 seats on the banks of the Huangpu River, 15 on rail transit lines, and 10 on the Central Line. The city has finalized that, in line with the requirements of fire safety and road clearing, the gas station along the highway will increase its comprehensive service functions, with car wash points, quick repair stations, beauty shops, supermarkets, restaurants and hotels.
Operating a new retail format is a test for domestic gas stations. Yin Qiang pointed out that in this regard, we can learn from brand grafting. This practice is very common abroad. United States Chevron Oil Corporation and McDonald's strong combination, the driver to stop after the refueling without having to get off to buy Hamburg, is very convenient. It is reported that the two major oil companies are considering directly introducing some of the more mature business models, with the alliance of well-known Chinese and foreign companies, and their distribution centers to operate.
Recently, an international authoritative investigation company was commissioned to conduct a special study on the profit model of China Gas Station Convenience Store. In the disclosed special study report, it was concluded that the convenience stores operating gas stations may lose money in the first three years, remain basically the same for the next two years, and profit after five years.
The conclusion of such a data does not allow Chinese and foreign retailers to have the slightest enthusiasm to enter the gas station. According to senior industry sources, retail giants including Wal-Mart and Hualian have coordinated with Sinopec and CNPC in accordance with their own expansion strategy. They also negotiated with local companies. Everyone wants to cut the last gas station “cakeâ€. A Chinese company with overseas background, it is also the client of the investigation company mentioned above, will be able to get the pilot right of Sinopec cooperation in a certain area in the south.
Sources said that Chinese and foreign advertising companies are also eager to try and negotiate with the two major oil companies in order to obtain advertising agency rights at gas stations.