After Sinopec built the largest convenience store in China, it started selling vegetables again. In fact, this is not the first time Sinopec has entered an unfamiliar market.
Whether it is buying 11 production lines to produce masks or joining the coffee market with the previously launched Easy Coffee, the "cross-border crazy" Sinopec uses online vegetable sales to enter fresh food e-commerce in one fell swoop.
While the industry giants are fighting to death, Sinopec is silently using the super product strategy to occupy market share.
As the saying goes, “In this era, you may be beaten to the ground without even knowing who your opponent is.”
Sinopec started selling vegetables on February 15 this year, chanting the slogan of "don’t get out of the car, no meals, one-click delivery to the trunk" to directly hit the pain points of consumers. Not only that, Sinopec has also opened 340 gas stations, “Reassuring. For the service of selling vegetables, a vegetable gift package weighing 14 kg can meet the needs of a family of three for about 3 days, and the price is not high.
Not only that, consumers who want to buy must only place an order through the App, and there are more options for fast delivery, which effectively improves the user experience.
For the super product strategy, it is especially important to think from the user’s point of view, to directly address the user’s pain points, and to solve the problems for them. Sinopec not only sells vegetables, but also launches public welfare activities. As long as the product quality is excellent, agricultural products and food can be sold. Under the circumstance of ensuring the quality of the product and food safety, it is purchased and sold to consumers at a cheap price, bringing them benefits.
Seeing this, everyone may think that Sinopec should "cover the sky with one hand". However, the competition in the fresh food market is more intense than expected, and fresh food e-commerce has ushered in a super player-Meituan.
As the saying goes, food is the most important thing for the people. This year, due to special circumstances, many consumers at home have a climax in their demand for fresh produce. Offline stores have ceased operations, and home delivery of fruits and vegetables has become the best choice for consumers.
Although the entry of Meituan has had some impact on Sinopec, due to the unique advantages of the company and the special scene of the gas station, it has formed a dislocation competition with other fresh food e-commerce companies. Sinopec quickly stabilized the market.
In the gas station scenario, all consumers who come to the station for refueling are potential users in the fresh food field. Sinopec has brought into full play the "gas station" + personal consumption" model.
Sinopec, which entered the fresh food market in one fell swoop, is deeply loved by consumers through the combination of online and offline models. From the perspective of its corporate development, we will find that Sinopec’s super product strategy is very simple, that is, how to bring consumers When it comes to convenience, companies do what they do.
From the perspective of enterprise development, Sinopec’s cross-border pace has never stopped, and even its “old business” has been iterating, transforming the gas station and turning the gas station into a comprehensive integration of refueling, rest station, catering, shopping and car maintenance. Sex service places make gas stations more than just refueling...
In 2008, Sinopec officially launched the Yijie convenience store brand. Thanks to the special scenes of gas stations, Yijie convenience store has also become the largest convenience store in China. It is based on these advantages that Sinopec's cross-border road can be varied. Whether it is selling coffee or vegetables, the “gas station + personal consumption” model has become a characteristic of Sinopec.
More importantly, no matter which industry Sinopec crosses into, it can set off a huge wave in the industry. This may be the confidence that the successful super product strategy brings to the company.