Since Shell has no right to import refined oil products in China, it has set up many joint ventures in China to take charge of local retail business, and the oil products sold by Shell's gas stations in China are also purchased at home. The oil products sold by Shell gas stations in different regions also come from different refineries, usually local refineries.
Take Shaanxi as an example. Shell established Yanchang Shell Company with Shaanxi Yanchang Oil Company here. Shell gas stations here are generally marked as Yanchang and Shell, and the oil products sold are also provided by Yanchang Petroleum.
Some foreign friends may not know about Yanchang Petroleum, which was founded in 1905 and headquartered in Yan 'an, Shaanxi. It is the fourth barrel of oil after PetroChina, Sinopec and CNOOC. The first three are all Chinese characters. Yanchang Petroleum belongs to a local enterprise in Shaanxi Province. The first oil well on land in China is to extend oil production)
Yanchang Shell was founded in June 5438+February 2008. At that time, the retail market of refined oil was basically controlled by two giants, PetroChina and Sinopec, and it was difficult to get a slice of the extension of Shell. It says here that private gas stations are too complicated! In fact, the extension of Shell's development also began with the lease and acquisition of private radio stations)
However, the expansion shell did, and it was very successful. (The number one in the world is really not blown out. It is said that Shell's various management standards add up to more than 40,000 pages. )
Look at Shell's transport fleet. They are all running.
Through his own understanding and cognition, Bian Xiao summed up the following points to talk about how to expand the shell. Some of these things are really worth learning.
The first is the formula gasoline promoted by Shell.
Although all of Shell's oil products come from domestic refineries, after purchase, Shell will add its own unique additives, which are said to have the functions of removing carbon deposits and cleaning engines. No one can say how effective it will be, but it is a big selling point.
Second, the service is good.
This feeling is quite obvious to everyone. When I went to two gas stations before, I felt I owed them, so I ignored you.
But going to Shell is obviously different. Good attitude, and you can clean the glass for free. So they all spend the same money, why should we look at other people's faces?
I feel that Shell's attitude in recent years is much better than before. Do you think so?
Third, the quantity is enough. Let's start drawing the key points.
In fact, all oil products are of similar quality and meet the national standards. In the current environment of controlling smog with an iron fist, no one dares to make a fuss about quality. Both PetroChina and Sinopec have their own refineries in Shaanxi, but the refining capacity can't meet the local market, and they will purchase some overdue oil, so you may go to PetroChina and Sinopec to add overdue oil. Others said it might be Shandong Petroleum. Do you know any friends? )
But why do many people think Shell Oil is flame-resistant? Yes, it's the weight.
All tankers have measurement errors, but they are all qualified as long as they meet the national standard of 2 ‰. With the market position of the two giants, even if I give you 2‰ less, you have no temper.
But Shell is different. Because it has different management concepts and is a novice, he can't. Especially in the early stage, in order to seize the market quickly, it may even give you more. So one positive and one negative, the gap comes out. Don't underestimate this one thousandth. What is the cumulative effect?
Fourth, about the price.
At present, the supply of refined oil market still exceeds demand, so every gas station will hold some preferential promotions from time to time.
At present, due to the pricing mechanism of domestic refined oil, the price difference between wholesale and retail can reach more than one yuan or even higher. Therefore, gas stations can still make money even if they offer a discount of one yuan a liter.
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