With the deepening of market reform, the competition in China's refined oil retail market is becoming increasingly fierce, customer demand dominates the source of corporate profits, and corporate competition has entered the "customer competition era". Almost homogeneous oil service has been unable to meet the diversified needs of consumers, who can understand the needs, research needs, meet the needs, who can win in the fierce competition.

China has entered the automobile society in 2012. In the face of the attractive cake of "automobile aftermarket", how to provide customers with better automobile service has become a topic in front of oil sales enterprises. -Attractive Cake The number of cars in China has exceeded 100 million, and the car aftermarket cake is attractive. Oil sales enterprises should seize the opportunity to take advantage of chain advantages and resource advantages to occupy a place in the "automotive aftermarket. In the past 10 years, China's automobile market has developed rapidly. According to statistics from the Trade Research Center, China's car ownership was 0.134 billion in June 2013, up 1.3 percent from the previous month and 17.9 percent year-on-year. In 2002, my country's automobile production and sales were only 3 million, and the national civilian automobile ownership was only 20 million. In June this year, the first China Automobile Market Development Summit Forum was held in Chongqing. Wang Xia, chairman of the Automobile Industry Committee of the China Council for the Promotion of International Trade, said that my country's automobile production and sales are expected to exceed 20 million in 2013. In fact, the Chinese Academy of Social Sciences stated in the ''Blue Book of Automobile Society' just released this year that based on the indicator of 200 cars per 1,000 households, China has officially entered the automobile society in 2012, and the growth rate of private cars is amazing., With an annual growth rate of more than 20%, the title of "automobile power" is well-deserved. However, compared with the huge number of cars and the blowout growth rate, the development of China's auto service market is slow, there are scattered, chaotic, small, poor and so on. The rapid growth of car ownership will inevitably bring about the great development of the auto service industry. The evolution of gas stations is an evolutionary history that continues to meet customer convenience needs. In the early days, gas stations only focused on oil management. In 1912, the Louisiana Oil Company of the United States provided toilets at gas stations and provided customers with humanized services such as ice water, thus entering the era of convenient service at gas stations. Now, gas stations have another name in the United States-"car service area".

In foreign countries, it is not new for oil sales companies to set foot in the automotive aftermarket. The more successful models include Japan's TBA sales model and South Korea's SK model. TBA business refers to the tire (tire), battery (battery), auto parts (autoparts) and other sales and vehicle maintenance business. At present, in Japan's car supplies market structure, gas stations occupy 18% of the market share, and each gas station has one or several automatic CNC car washers. SK Group is the South Korea's largest refined oil retailer. In 1993, it established its auto service brand-SpeedMate. Its main business is auto maintenance and ERS (emergency rescue trailer), and it also engages in auto-related services such as auto supplies sales. Facing the downward trend of oil product profits, domestic refined oil sales companies put a lot of resources and energy on non-oil products, and strive to promote oil product sales with non-oil product sales to achieve the goal of "oil non-mutual promotion. Gas station convenience stores are aimed at "personnel needs", which is a retail format that mainly meets customers' emergency and convenience needs. However, people and cars are an inseparable whole, and this form of business is not strong enough to develop "vehicle demand" and does not pay enough attention to the demand generated by vehicles. At present, China's oil sales enterprises have some misunderstandings about the service function of gas stations, equating convenience store business with non-oil business, ignoring the more needs of customers. Facing the "automotive aftermarket" with auto service as the main content, the oil sales industry with huge network resources and customer resources should do something. In the short term, this market can be used to effectively carry out marketing activities, provide value-added services for customers to a large extent, enhance customer loyalty and satisfaction, and expand market share. From a long-term perspective, we should seize the opportunity, maximize our strengths and avoid weaknesses, make use of chain advantages and resource advantages, work hard on scale and standardization, and strive to occupy a place in the "automotive aftermarket.

· Breakthrough

The automotive aftermarket is huge and complex, and oil sales companies should take the car wash business as a breakthrough to lay out the automotive aftermarket. The automotive aftermarket is huge and complex, involving automotive maintenance and modification, automotive electronics, automotive beauty and decoration, and vehicle insurance. Oil sales companies lack professional and technical personnel and experience, so they can start with car wash services. Car wash service investment is small, strong correlation, can promote oil sales, is conducive to the cultivation of loyal customers. Car washing is the second largest vehicle demand after oil, with high frequency and relative stability. In the process of waiting for the car wash, customers will derive additional needs such as shopping, newspaper reading, fast food, etc., which is of great significance to the Yi Jie convenience store, which is committed to building a "car life post station. At present, there are more than 100 million private cars in our country. According to the calculation that each car is washed once a week, an average of 14 million cars need to be cleaned every day. According to the calculation of each car wash fee of 15~30 yuan, the average daily turnover is 0.21 billion ~ 0.42 billion yuan, and the development prospect is attractive.

The significance of developing the auto service business, which is mainly based on the car wash business, is also differentiated and non-imitative. The improvement of oil quality and the increasing homogenization of gas station services are important factors leading to the average profit margin of refined oil products. The convenience and satisfaction of customers are important factors that determine their patronage, which has become the consensus of domestic and foreign counterparts. The time to complete a refueling operation is short, the service is single, and the communication time between employees and customers is less. However, a simple car washing business includes a number of business processes such as body exterior cleaning, wheel hub tire cleaning, inner and outer glass cleaning, foot pad cleaning, carpet vacuuming, engine cleaning, etc. It takes a long time and contains a lot of business opportunities. In the process of car washing, gas stations can provide customers with more meticulous and humanized services, and can be familiar with customers' oil brands, car beauty and decoration preferences, which not only provides a market for convenience store auto clothing products, but also accumulates experience for entering higher-level car beauty and auto repair businesses in the future.

· Strategy

Oil sales enterprises should be cautious layout, selective car wash business. In the early stage of development, it can enter the market through cooperation and entrusted operation to build its own brand. A water gun, a few rags, four or five employees, this is a simple car wash shop. Due to less investment, easy operation, low access threshold, at present, China's car wash shop everywhere, mixed.

Many car washes do not install circulating water and water-saving equipment, and water consumption is extremely high; some do not have perfect oil separation, precipitation, and sewage facilities, and car wash wastewater is directly discharged into the municipal pipe network. High water consumption, disorderly discharge of pollutants, and car washing have seriously disrupted the market order. With the strengthening of the city's management of crude car wash service points, the car wash business at gas stations has been a rare opportunity for development. Oil sales enterprises should make use of chain advantages and resource advantages to build car wash brands. In developed countries in Europe and the United States, car wash service and convenience stores are the two major businesses of gas stations. Shell even canceled the oil sales business of some gas stations with low oil sales in Germany and directly transformed them into "car service centers", which achieved good business results. Oil sales enterprises should comprehensively consider the consumption ability and consumption demand of different customer groups according to the different characteristics of high-speed, national and provincial roads, urban areas and county markets, do a good job in customer research, carry out overall planning, and carry out car washing business selectively according to the economic development level, the proportion of public and private vehicles, the sales ratio of gasoline and diesel, and the situation of competitors. The advantages of gas station network can not only make up for the small number, high price and small coverage of large automobile 4S stores, but also overcome the shortcomings of a large number of small and medium-sized auto service stores, such as uneven quality, difficult to distinguish between true and false accessories, and spontaneous blind development. Gas stations are high-risk business places. In order to ensure the operation safety of gas stations, sales enterprises should strictly implement relevant safety systems, learn from the business experience of SK Group and other enterprises, pay close attention to the formulation of rules and regulations for the automobile aftermarket, and build chain aircraft carriers by taking advantage of the network.

In the early stage of development, oil sales companies can enter the market through cooperation, entrusted operation, etc., and carefully select partners to achieve strong alliances; in the later stage, they should adhere to independent operation, give full play to brand advantages and management advantages, and avoid fraud by partners. Bring adverse effects. In addition, sales companies should also cultivate a high-quality, standardized management of the auto service team, improve service levels, and build their own brands.