Sinopec began selling coffee, really! Can you drink?
Editor’s note: This article is from WeChat public account “Shili Village” (ID: shilipxl ), the author Tianya lives in Shili Village.
This Starbucks, Rui Xing also has a small partner.
Recently, Sinopec’s sale of coffee has attracted many media outlets. The coffee giant, the number one coffee in the store, and the news that the coffee market has led to cross-border slogans are overwhelming.
Easy Coffee
On September 3, Sinopec Yijie Convenience Store launched its new brand “Yijie Coffee” in Suzhou, which is supported by technology, product development, raw material supply and training.
A total of 15 series of 15 products have been released so far: 92# (black and white hand) 4, 95# (easy Jiete) 4, 98# (classic coffee) 7 models.
The price is also reasonable, ranging from 12-28 yuan, and now is the new activity period, of which black coffee and Rohan Pu’er two as long as 8.8 yuan.
At the same time, in order to encourage users to pull new, invite a new user, the new user can directly get a free coffee coupon (equivalent to the new user’s first free), and the inviter can get 8 yuan without threshold. Set up coupons.
Selling coffee is not the first time
Of course, Sinopec Yijie is not the first to sell coffee, nor is it the first time to try to sell coffee. In 18 years, it has joined hands with Ruixing Coffee to try to sell coffee in the form of a shop in Hangzhou.
As one of the two barrels of oil, PetroChina’s Kunlun hospitality convenience store has already developed its own chain of coffee brands – hospitality coffee, but the response is generally not too much attention.
If it weren’t for the recent competition between the two brands, such as Ruixing, in the coffee and tea fields, it might not cause much concern for two barrels of oil to enter coffee and tea.
In foreign countries, British BP oil, Thai oil, and Dutch Shell oil have also sold coffee at gas stations. In July 2019, BP also officially launched the Wild Bean at the BP gas station in the northern part of Tangshan Road, Hebei Province, and delivered it to the car.
Thailand Oil CompanyMost of the coffee brand “Café Amazon” is at the gas station, including last year and Omanco Oil Company in Oman and entered the Middle East.
Easy to Easy Coffee
More than 30,000 gas stations, nearly 30,000 stores, spread across 31 provinces across the country, and are full of imagination for any retail format. Since the introduction of EasyJet, everyone’s praise and expectations are not unreasonable.
1, brand influence
For many small brands, you may need to spend money to advertise. Even if Rui Xing and Xicha spent so much money, I invited so many popular traffic stars. But in many parts of the country, there are still people who don’t know.
With the name of the world’s top 500 and the ubiquitous Sinopec gas station, at least the cost of brand education and publicity has been saved.
2, covering the whole country, tens of thousands of outlets
Many media believe that the challenge of EasyJet is closely related to its more than 27,000 convenience stores in China.
After all, in the statistics of the Chinese convenience store TOP100 in 2018, it exceeded the sum of the number 12 and the 4th convenience stores.
If so many convenience store sites are like refueling, sell coffee at the same time. Undoubtedly, it will be China’s largest coffee chain brand, and it is also China’s largest coffee-to-shop, self-raising and delivery service outlets.
According to the plan announced by Ruixing, Ruixing will build 2,500 new coffee shops in 2019, bringing the total to 4,500, more than the current Starbucks more than 3,000 stores. But this is not a fraction of the convenience store, and EasyJet has already covered the whole country.
3, the flow of people is stable
Refueling is completely a high-frequency behavior. A car owner counts down on average for at least 12 times.
In the electric car and power-on (home, community, power transmission) business is not fully popular, it is necessary to come to the station to refuel, which also ensures the steady flow of passenger stations throughout the year.
The relevant data shows that Sinopec gas station has a daily inbound passenger flow of over 20 million passengers. If the conversion rate is high enough, the development of non-oil business is full of expectations.
4, huge membership data
As early as the end of May 2014, Sinopec’s cumulative card issuance has exceeded 118 million, with more than 810 million refueling card users, but also has 80 million WeChat fans.
With such a large and stable user scale, the massive data of card users’ customer group distribution, consumption habits and capabilities will have natural and huge advantages in serving customers and precision marketing.
5, user match
Coffee is currently in the minds of most people, the concept of drinks actually accounts for a small part, compared to carbonated, juice and other beverages in the price has no competitive advantage.
Coffee is more of a kind of identity, consumption concept, and product that enhances decompression. To a certain extent, it also determines the identity and income of coffee users.
As a majority of users of car owners, they mainly have capable wages, white-collar workers, etc., regardless of their income and consumption philosophy. And compared to Starbucks, Ruixing and other brand prices, the price of Easy Jie 12-28 yuan is still reasonable.
Core Challenge
1, the consumption scenario is wrong
Although Sinopec has a large sales network and stable customers, this does not mean that coffee is the best choice for non-oil business. Having a user doesn’t mean you have a business,The core is still finding the right choice for you.
Go to Starbucks for coffee. According to the common saying, the third space is not coffee. Because Starbucks is good, Ruisheng is also good, more is to provide you with a place for business and friends exchange.
And at the gas station, the main purpose of most people is to refuel quickly. Good luck, you don’t need to queue up for fuel for 4 or 5 minutes. Can freshly ground coffee be done so quickly?
If the queue is encountered, the driver can’t get off the bus, and the waiter still needs to get the coffee to the car. The efficiency is obviously not high. Moreover, most of the domestic gas stations are unable to satisfy the car parked in the gas station, and then the owner slowly enjoys a cup of coffee.
In the case of business and friends exchange, you will not be able to go to the gas station to drink coffee. If Starbucks has no location, the gas station is definitely not the second choice.
So enjoy the freshly ground coffee on the spot. In most cases, it will only be possible to stay on the highway to rest.
But it is observed that the hot sale of gas stations is always instant noodles such as instant noodles, water and smoke. Red Bull and Dongpeng are affordable,