Recently, by the China enterprise confederation, the state-owned assets supervision and administration commission, the ministry hosted the 23rd national enterprise management modernization innovation competition ended, a total of 243 innovation awards, including 30 won the first prize. These innovations involved in all major areas of business administration, reflects the various enterprises in the economic transformation under the new normal mentality, reflected everything connected age on the latest trends in enterprise management. Starting today, we open "Internet + drive enterprise management innovation" column, these award-winning enterprise innovation concept, focus on advanced experience, and consideration.
Air conditioning, sofas, music, coffee, free WIFI... It is hard to imagine a gas station at a gas station at the sight of an airport lounge.
This is the smart gas station that the China oil and hebei sales corporation (hereinafter referred to as hebei sales) is building. The company based on the modern Internet technology, with the aid of big data, cloud computing, networking, Internet, mobile payment, such as the Internet technology, the traditional gas station comprehensive upgrade hardware and software and business model reconstruction, forge a station "people, cars, life" as the goal of new type of integrated services. These measures have led hebei to gradually take the initiative in the increasingly competitive gas stations.
There is a lot of "user thinking" here
According to the data, there are currently nearly 100,000 gas stations in the country. However, most of the gas station management idea still stays in the pure oil level, promotion methods are mostly limited to the price war, the marketing concept is relatively backward.
"The traditional gas station model has obvious structural shortcomings." Theory of Chinese oil hebei sales company general manager du, previously, hebei sales problems "sanduo" less also, inefficient stand more, less efficient station, low sales stand more and high sales stand less, more and less urban station remote station. With comprehensive Internet era, the intelligent management concept is rapidly popularization, thinking, thanks to the Internet, in order to "intelligent and modern fusion" to promote the development of refined oil retail business to speed up the transformation into a gas station.
The 136th gas station in shijiazhuang, hebei, is the first intelligent gas station in China. Refueling card business on the site, and only scans the customer id, dealt with after the success, customer information will be directly uploaded to the provincial company information system, eliminating the submission id photocopy, and many other complex link; The station has set up a smart cloud POS terminal, which integrates up to 99 payment programs, supporting bank entity CARDS, virtual CARDS, commercial prepaid CARDS, and other forms of payment. Station every employee's shoulder wear a nameplate, strikingly printed above a qr code, and code number concern hebei sales WeChat public, can be the first time that oil prices, the latest promotional information such as...
"" Internet thinking" is actually a kind of "users' thinking, around the personalized needs of customers and integrate existing resources, provide better service experience." Du Lixue says, such as hebei sales station license plate capture system has been added, after extracting the day stops vehicle information daily class, and with zero tube system data, to analyze the fixed customer refueling cycle and flow consumption ratio and so on, guide gas station accurately in the customer maintenance work.
In construction of wisdom in the process of gas station, hebei sales are working to guide the marketing management personnel set up the new marketing idea, and based on this concept to explore integrated marketing model, provided by the gas station at present "oil, card, non, embellish, gas, electricity" and other products sales operations, fusion, to provide customers with one-stop service. Through a series of comprehensive measures, hebei sales success has changed the past "is given priority to with my" marketing model, and gradually build up "to the guest of honour" of the new age of the Internet marketing mode, won the quality customer shopping experience.
Here is the "life station" for "oil and gas".
In the online experience area of baoding 94 in hebei province, the reporter saw that many customers are doing business on the self-service equipment. In this area, all sorts of function of self-service equipment in a row, the user can handle Courier transceiver business in the buffet, withdrawal, ETC payment and purchase, fill gas such as card business. This is essentially a combination of the online and offline community life integrated service centers.
Du Lixue told reporters that the so-called offline, that is, to the gas station and entity shop as the center, set up offline consumption area, fast food service, develop the high quality of oil business; On the so-called line, the website (promotion shop) is the center, providing the customer with the omni-directional product information display, the promotion customer's product perception degree.
"In terms of marketing strategy, and gas station as refined oil sales terminals, before always spend more effort in making all kinds of oil products sales strategy. This come on the way to pay money, hand although simple, but it is hard to help the gas station with customers to establish a stable relations of users. Today, hebei sales changed the business strategy, efforts to forge a 'people to the gas station, car, life' post, from the only service to the service at the same time shift, and car sales mode of formation of the oil not simultaneously. At the same time, relying on Internet technology, the construction of online mall, development WeChat public platform and mobile APP platform, through online sales platform, providing customers with three-dimensional sales channel." Du doctrine.
Not only that, but in this framework, hebei sales also strive to improve the quality of differentiated service according to the different consumption characteristics of different regions and customers. For example, baoding 94 is located in the community business district, so the station is positioned as a "healthy living station" to meet the needs of high-end customers. Highway road Xu Shui Hong Kong and Macao expressway west 3 station will be located in Beijing beijing-shijiazhuang Xu Shui service area, the main consumer groups for drive pass by the customer, so the site positioning is "flat relief station", convenience stores also convenient to provide a variety of travel services is given priority to; Baoding 7 station is located in baoding into Beijing's roads, traffic is bigger, in and out of the baoding area tourism customer is more, so the site positioning is "stand in hometown beauty", the main management produced in hebei around the local products; Weather east 112 gas stations around in shopping malls, clubs, hotels, consumers more for business people, so the site positioning is "business type gas station", the project mainly for import commodities, famous tea gift box, wine, high-end dairy products and characteristic products, high-quality household goods, etc.
Online, hebei sales independently developed the "witchford mall", this is a set of PC, WeChat and mobile APP for the integration of online electric business platform, gas station users and member through its order. In 2016, hebei sold its WeChat marketing business, with 8, 000 employees, all of which are customer managers, who really implemented the marketing.
Here is the "product + consultation" service
"I used to come to the gas station, how to get to the gas, and then I'd go, and now I'd like to stay a little longer." "I didn't expect the gas station to change so much. ...... The reporter saw many of these messages on the message board at baoding 94.
Just a few minutes later, the reporter realized the message to the mood, after a reporter wants to go to the next site interview, easy to ask the waiter how to get the most convenient. The server immediately came to the station to enter a destination, and the optimal line appeared immediately. The waiter also told the reporter that if you go out again next time, you can choose the best route through the Chinese oil APP, and you can plan the location of the shopping in the middle of the journey.
In fact, this also is intelligent gas marketing idea is an important breakthrough, which change the way the past simple to provide oil services, extended service connotation, with "product + consulting" integration services, through to the information bridge between businesses and consumers, suppliers, being a good customer "pipeline".
In wisdom in gas station, for example, in addition to the customers can enjoy the refueling, shopping, entertainment and other services, such as car hairdressing, inspection, insurance agent, maintenance and other practical projects to choose from. Such as baoding 82 station coordination with Great Wall (12.130, 0.03, 0.25%), 4 s shops, wuzhou steam joint to carry out the "trinity" sanlian marketing method, namely: buy the first car, plus the first tank, do maintenance in a line for the first time, with different industry alliance unit joint, joint promotion, joint service, makes the whole life cycle of automobile type service for the customer.
Outside the smart gas station, there is a lot of customer service. Because the intelligence system has the same roads or regional stations into line, the formation of surface, by station, station passenger affinity service will follow, all vehicles are available within the territory of hebei enjoy "even, even the card, the attachment, even" the standardization of service, for customers to save money, save, save time, save trouble, worry.
Statistics show, hebei sales make the wisdom of the height of the gas station won the market recognition, product sales increase of 30% on average, convenience stores, double FeiYou products business, some sites even quadrupled. And, more importantly, the practice of the gas station, hebei sales wisdom not only become a successful exploration to upgrade product operation mode for China's oil to meet the needs of the age of the Internet, to realize the sustainable development of quality, efficiency and target explore a path for the copy.