"From a single domestic market to both home and abroad market as a whole operation; from oil retailers are gradually to the gas station integrated services platform operators change; from selling goods to sell services, selling brand, selling data transformation."
Market the severe reality already familiar.
Just after Chinese New Year of the monkey, the selling enterprise main leadership, business manager of chongqing, communication, discussion, collision, explore the realistic problems in front. "How to overcome the market 'winter'?" Joint-stock company vice President, sales general manager and party secretary jing-hui tian question.
Since the "twelfth five-year", resource supply acceleration period with petrol and diesel consumption structure transition, puts forward new test for sales ability; Industry reform period and refined, the rise of new period superposition of competition ability put forward new test; The age of the Internet consumption characteristics of transition with car dealership industry rapid development, the business model innovation put forward a new test. Three test than a serious, than a tough nut. Advantage in the market, however, the challenges in the market, promote the development of the focus of the market. "Only to promote sales business transformation and upgrading, achieve new breakthrough on strategic, can successfully overcome the cold winter, spring of sales is." Qiankun jing-hui tian throws his sleeve.
How to turn? Strategy, from a single domestic market to both home and abroad market as a whole operation; From oil retailers are gradually to the gas station integrated services platform operators change; From selling goods to sell services, selling brand, selling data transformation. This is a difficult process, but as long as the direction is right, is not afraid of road far. , of course, the sales business transformation and upgrading, and the steady development, focus on incremental quality, stock of exploration, innovation and development, the road of connotation development. Concrete can be summarized as: the market expansion to do "addition" - through effective web development and external cooperation, achieve sales and sales structure to improve, improve the capacity increase profitability; Cost control in the field of "subtraction" -- through the whole potentialities and increasing benefit, reducing operating costs, to implement low cost development, promote competition ability; Business model to do "multiplication", "Internet +" through network platform building and reconstruction of the formats, and promote innovation in the field of geometric growth, achieve "integration" development; "Division", strengthen risk control, in accordance with the companies, compliance management, resolutely put an end to violation operation, safety accidents and other abnormalities, guarantee the healthy development. Jing-hui tian speech and the brow dignified gradually into pride and self-confidence.
Network development, for example, to break the single point of single station, in product sales as the main way of investment evaluation, explore the multidimensional and networking, diversified evaluation model, using science the system barrier to investment valuation method of break, aimed at the gas station location of integrated services platform operators, and strengthen market, innovation, open and lean thinking, four gas station operation mode innovation, continue to excavate potential of stock assets, using the Internet to promote sales business transformation and upgrading of the ascent of the whole value.
For example, to explore the development of new business, business scope, and value-added services, can turn into a gas station at any time and all kinds of new products, new services platform, jumper and integration of the comprehensive utilization of the land of gas station, assets, personnel, income and efficiency.
Again, for example, around to meet customer demand, set up from the product, service, experience, value-added, such as a full range of differentiation strategy, in the form of customers like, they think the value of products and services, and interact with them in their familiar way, improve customer loyalty.
Product sales in test, of course, much more than the above 3 items, beyond the "winter" of sales, of course is far from simple. Reporter in the interview, however, has some sales company method and train of thought and determination. And that, under the new normal, should be the most important.
Optimization of "great logistics" is the development trend
Northwest Liu Shoude sales company general manager
"The Internet, the Internet of things, the rise of the logistics network technology, for refined oil logistics enterprise provides a new concept of operation, technical support and development opportunities. Logistics enterprises must comply to break through limitations of the original system mechanism, to find a new direction for the future."
Regional sales enterprise in essence is standing on the global level sales companies, warehousing and transportation as the core business of logistics enterprises. As a connecting pin smelting enterprises upstream and downstream of the intermediate links, through the innovation of the supply chain management and the process optimization, implementation from refinery to market the best distribution, both comprehensive control logistics cost, improve sales enterprise overall development key link in quality, and high quality service chain pin enterprise important process, shaping a good image.
At present, the grim situation of low oil prices, sales enterprise only rely on innovation drive, to a breakthrough in raising the efficiency benefit, regional sales enterprise is no exception. The Internet, the rise of the Internet of things, such as logistics network technology, for refined oil logistics enterprise provides a new concept of operation, technical support and development opportunities. Logistics enterprises must comply to break through limitations of the original system mechanism, to adapt to the new normal, new environment, new changes, to find a new direction for future development.
In northwest sales company, for example, in recent years, by many measures, is realized in transportation cost six notches, but facing new development environment and opportunities, we still want to insist on a good innovation the development tool, positive innovation construction comprehensive operational command center, to create "intelligent logistics". To promote the "replenishment system", the management and the primary and secondary logistics inventory overall optimization, freight borne by northwest sales company uniform distribution, efforts to achieve regional company specialized logistics organizations, province company specialized product sales; Maximize highway reasonable distribution coverage radius, enhance a direct proportion, realize the highway distribution optimization. Promoting interregional distribution, break administrative division limit, to carry on neighboring provinces provinces border station terminal nearby distribution, further optimize border market distribution mode.
A series of refined oil logistics distribution mode of innovation, substance is total deployment around group work, combined with sales company to quality efficiency "chess" total way of thinking, to actively explore, to overcome the logistics involved in unit more scattered logistics resources, and coordinate object, information island, low operation efficiency, many disadvantages. In the future, fuel oil, lubricating oil and other products include logistics, covering the whole country, the whole industry chain of the real meaning of "great logistics" system will be fully formed. This is not only sales enterprises to actively cope with low oil prices formats, realize the effect of the development of the important trends, but also promote group company to maximize the overall benefit, focus on building a world-class comprehensive international energy companies.
Dig market value to improve the quality of sales
Sichuan FuBin sales company general manager
"Don't be afraid to strong-arm reaction, to take on responsibilities, efforts to increase market share. Improving the quality of product sales, the secret lies in the value evaluation, the core is to strengthen the terminal retail, power lies in perfecting the operating mechanism."
Sichuan province has complete production, refining, sales and storage industry layout, is an important and efficient strategy China petroleum market. Therefore, under the current severe oil market cold winter, sichuan sales must have the courage to strong-arm reaction, "to take on responsibilities, efforts to improve market share, strive to improve the quality of development, mass synergy for group company, reshape the image to make due contributions.
Sichuan sales a lot of marketing practice, I feel:
Improving the quality of product sales, the secret lies in the value evaluation. We will improve the multi-dimensional, the value of the total factor contribution analysis model, extending the value contribution analysis from the province of the company to the secondary companies, extends to the district station, library, elaboration to the clients, associated with the category. According to value contribution to the evaluation result, optimize the distribution of elements, the capital, resources, policy toward the efficient market, efficient customer, tilt, efficient varieties, fully tap each oil gun, each liter of a space, strive to maximize resource allocation efficiency, artificial configuration efficiency optimal, the best product structure benefit.
Improving the quality of product sales, the core is to strengthen the terminal retail. We need a good "whole process diagnosis and optimization" 2.0 upgrade edition, by station to carry out the whole process, the total factor optimization, get the optimization point, points, increasing benefit, arouse the enthusiasm of everyone, realize the maximization of the operating efficiency of every gas station. To the inspection rate and single station station was put into operation by the month number index, vigorously promote unloading oil gun assignments and self-serve, focus on improving customer satisfaction and loyalty. Adhere to card as media, open and lock the vast retail market.
Improving the quality of product sales, power lies in perfecting the operating mechanism. Sales ultimately depend on people, we will rely on two platform support and customer service management, play a "province - secondary company - at the grass-roots level managers" three-stage dynamic effect, guided by the incentive mechanism, deepen the innovation system mechanism, fully release the province - level 2 companies - gas stations at all levels enthusiasm, fully release marketing, FeiYou, personnel and so on various professional line of initiative, create a "target direction, solidarity" "winter" atmosphere.
Yunnan LanJianBin sales company general manager
"In the current low prices under the new situation, to focus on group clients' full product line, the whole industry chain and the whole life cycle 'as the core, the implementation of the oil card not embellish combination marketing, extend the service chain, through the whole industry chain cooperation, will be selling enterprise implement comprehensive and effect of the" blue ocean "."
Faced with falling oil prices and oil market gradually opening, especially in the Internet for the time has come for a drive of consumer sovereignty, refined oil products market share for the mounting. "Much starker choices-and graver consequences-in" sales business transformation will be the important period of development, overall oil card of integrated marketing, and promoting the value of gas resource, to develop diversified, forge a nationwide marketing network as the main body of the gas station, the station into a "people, cars, life" is a comprehensive service platform, comprehensive and effective sales business, become a development trend.
Yunnan sales as area sales enterprises, in the era of "Internet +" business model, breaking the previous efforts to a single department, whose individual marketing elements of the traditional mode of operation, adhere to the customer as the center, to the gas station as the carrier, integrate the internal and external resources, oil card not embellish unified marketing organizations, wholesale increase share posterior, retail and benefit customers, internal professional collaboration, upper and lower linkage, external diameter reunification, customer perception, achieve economies of scale in the interaction between quantity and price have risen steadily.
Reform is led out of the low oil prices winter
Herry, general manager of liaoning sales company
"Depending on the business structure adjustment and network layout optimization, the mechanism innovation" troika ", strives for the survival by the services, and promote development by innovation, increasing the benefits with management."
Macro economic growth is slowing, refined oil market into the winter, in the face of new normal low oil prices, sales enterprise only active as concept, deepen the reform and innovation, to be effective transformation of the mode of development, inspire new momentum and vitality. Relying on the business structure adjustment and network layout optimization, the mechanism innovation "troika", liaoning sales have confidence completely bottomed out and spend winter, realize the development of new leap.
In the face of the current situation of the low frequent oil crisis, the competitors price, we do not go with the flow, but adjust the business structure, improving the quality of marketing operation. Expand the gasoline sales, especially strengthen for the promotion of 98 # gasoline, shift to high value-added; Raise the proportion of pure link gun sales, giving full play to the advantages of oil card than his integration and on-site service advantage, enhance comprehensive price must be; Innovation of oil products business, to accelerate the construction of large data of thinking of "Internet +, extending convenience function, optimize the purchase link, improve customer experience, seeking new profit growth point.
In recent years, liaoning sales market share is declining, preemption and consolidate market share become the urgent matter. Strengthen the network development, scientific and reasonable layout of site, to regain lost market share; Revitalize the idle assets, shut down the part of the tank farm land is subject to government purchases, and replacement of gas station construction land; Clean up toxic assets, the long-term construction projects a station a policy to accelerate, strive for early completion, early operation and early see earnings; For early closure of gas station by station for market reason analysis, the study "thaw" countermeasure, was put into operation as soon as possible.
Consolidated sales in liaoning large plate and a lot of people, is a problem, is also a advantage, the key lies in whether effective activation. Aimed at a comprehensive plan to the inspection for the management, the concept of "work more and less pain less" into effect, can let the staffs look forward, to behave. Distribution of compensation to a line of tilt, encourage people who want to director, director, achieving it to the gas station business, make the library station will be a part of the selling enterprise most highly efficient; Adjust the incentive policy, improve the compensation change ratio, let people experience "salary is make their own"; To promote institutional reform and speed up the "lean" two levels of authority, enrich the line power at the grass-roots level.
Strives for the survival by the services, and promote development by innovation, increasing the benefits with management. In the face of this situation complex, liaoning sales of the most fundamental is to take the initiative to adapt to the new normal economic development, seize the external opportunities, activate the internal potential, and release the new integration advantages, strengthen the responsibility and bear spirit, dare to wade rapids, dare to face tough, will you, realize the spanning development.
"Gas station + Internet" promote the transformation and upgrading
Hebei Du Lixue sales company general manager
"' + 'Internet sales at gas stations, has brought revolutionary changes in the marketing and management mode, implement shift from oil sales to the whole life cycle of car service, from the traditional business model to full gas channel resources integration transformation, transformation from the entity marketing to big data."
Around the implementation of group work deployment, hebei sales company wisdom gas station construction has made some exploration and practice, has achieved initial success. So, how to implement the strategy of "Internet + marketing", further open Internet thinking, get on the Internet wings, promote transformation and upgrading of enterprises, and realize the scientific development and sustainable development?
In crude oil prices are low, the market competitive situation, "gas station + Internet sales, has brought revolutionary changes in the marketing and the management pattern, provides new products and services to consumer channels, in order to promote competitive advantage, provides modern means to increase profitability, and become the sales enterprises in the low oil price situation, the network marketing can be the key to success.
"Gas station + Internet sales, on the basis of traditional gas station sales system and network, with the help of big data, cloud computing, networking, Internet, mobile Internet technology means such as pay, build to" people, cars, life "as the connotation of integrated service station; With different industry cooperation, cross-border alliance for channels, build win-win business ecosystem; Realize transition from product sales to the whole life cycle of car service, from the traditional business model to full gas channels and transformation of resources integration from the entity marketing into big data transformation.
"Gas station + Internet marketing", to carry out the overall marketing, promotion of distribution channels, development of witchford mall distribution system, build small entrepreneurial platform for our employees. With the aid of witchford mall, employees can be used as an agent of goods for sale. According to the characteristics of online mall user will witchford mall can agent products, focus on the family daily necessities and the characteristics of creative goods, increases the chances of FeiYou sales transaction.
Future is the development of the Internet of things and the fusion of car networking to build professional information maintenance and innovation team, to accelerate the development of information system, the database of customer resources into "Internet +" the customer as soon as possible, to achieve big marketing data. Break the information island, the realization of the internal information system and external connectivity, with the aid of system functions, a variety of cross-border cooperation, set up co-operation platform. Expansion card function and integral swaps, electronic coupon business development to the oil card not embellish integration sales each link, promote preferential mutually promote different products, promote the joint sales, quality, and the efficiency.
Innovation operation plateful all live
Tak cheung lau, general manager of shandong sales company
Mechanism of "separation of ownership and managerial authority, a variable, plateful live. The birth of the leasing management mode, make sales enterprise not only in significant changes in the system and mechanism with renewed vigor, but also for the group company has provided valuable experience, realize the whole effect released huge internal force."
At present, as the supply side and thorough going efforts to promote structural adjustment, the oil market supply and demand also began a major transformation, market competition is more intense. Strives for the survival in the reform, seeking development through innovation, innovation service station management model, build a new engine, enterprise development to sales companies cope with low oil prices winter, realize the healthy development has important practical significance.
In this regard, shandong sales in gas station operation management innovation mode has made the beneficial attempt. By adopting internal consensus contract management new mode of gas station, not only realizes the enterprise lightweight, and effectively activate the staff's work enthusiasm and inefficient development vigor, make it to become the enterprise and growth.
Since the beginning of this year, from group company to sales company is vigorously promoting joint venture cooperation. Gas stations to entrust management operation pattern, is the major strategic deployment of effective implementation, are also required to achieve a Shared win-win cooperation of both sides.