|
Deepen co-operations to develop win-win business
opportunities
"The SNP Gas Card is not only convenient to pump
gas, but also allows me to earn points, which I can then use
to redeem gifts and participate in lotteries. It really is
to my benefit," said Mr. Li, a taxi driver, who could not
help but praise the SNP Gas Card. As a card holder, Mr. Li
is automatically a member of Sincere Appreciation Program
– entitling him to the value-added services provided by the
Sincere Appreciation Program and allowing him to enjoy the
gifts redeemed for the points he accumulates.
 |
| Mr. Peter Norton's Speech |
On December 7, Sinopec held a ceremony to launch its Sincere
Appreciation Program nationwide for its gas card system. This
is a key step for Sinopec who began the gas card system in
March. The Sincere Appreciation Value-Added Services Program
is Sinopec's first ever customer loyalty program. Registered
Gas Card holders in 19 of China's provinces including Tianjin,
Shandong, Henan, Guangdong, Shen Zhen, Hubei, Zhejiang, Hebei,
Shanxi, Anhui, Hunan, Guizhou, Yunnan, Guangxi, Hainan, Jiangsu
and Fujian can redeem their accumulated points for a wide
range of gifts and services.
 |
| The Press Conference -Banqueting Hall
, Beijing Hotel |
| |
 |
| Ribbon Cutting Ceremony |
| |
 |
| Mr. Zou Zhi Ming and Mr. Peter Norton |
Refined Oil Products: Three Strategies to Make a
First-Class Brand
In order to provide more convenient services with better quality,
Sinopec began implementing three strategies in 2000 with regards
to the retail sales of refined oil products.
The first strategy is to construct a retail network. By buying
already established gas stations and constructing new gas
stations themselves, Sinopec has successfully constructed
a retail network of 27,000 gas stations covering all of China.
With this retail network, Sinopec has the most gas stations
covering the largest span of area and selling the largest
quantity of gas in the retail market.
The second strategy is to improve management and service.
Sinopec has made substantial efforts to ensure its gas stations
not only look better and feel better but also provide their
customers with better service. Sinopec created and implemented
its Code of Gas Station Management to enforce a standard-level
of management and service in each gas station. A gas station
"star" ranking system assigning a certain number of "stars"
to gas stations according to the quality of their service,
has been promoted nationwide. So far, more than 1,200 gas
stations have been named five-star gas station, the highest
level of recognition by Sinopec for excellence in customer
service. In 2004, Sinopec carried out a nationwide 100-Day
Gas Station Contest to encourage better customer service.
As a result, gas stations took on a serious initiative to
ensure cleanliness and quality friendly customer service.
The third strategy is to improve management and service through
IT technology. Sinopec spent three years to complete their
gas card system. Now, more than 13,000 gas stations in 19
provinces pumping over 1,000 tons of gas annually have been
connected to the gas card system.
Currently Sinopec has more 7 million Gas Card users. To better
serve these customers, Sinopec introduced a new retail sales
service strategy – the Sincere Appreciation Value-Added Service
Program. Based on Sinopec's gas card system, the Sincere Appreciation
program provides value-added services to gas card customers.
The rollout of the Sincere Appreciation program represents
not only a breakthrough in Sinopec's marketing concept, but
also a significant improvement in customer service on Sinopec's
part.
Three Benefits of the Sincere Appreciation Program
The Sincere Appreciation program provides customers with three
key benefits. Firstly, customers can redeem earned points
for gifts and services. Secondly, customers can participate
in monthly and special occasion lotteries. And lastly, customers
can tak advantage of the value-added services such as discounts
on hotel, travel and other goods and services.
The Sincere Appreciation Program is also a more convenient
and practical means of payment.
The Sincere Appreciation Program allows Sinopec Gas Card holders
to fill-up faster and easier at the pump, be rewarded for
the points they accumulate, and allow customers to better
manage their gasoline expenses. By using the Gas Card at the
pump, customers save time and hassle waiting for their change.
Registered Gas Card holders can redeem earned points for gifts
and participate in regular lotteries.
The Sinopec Gas Card is about as easy to use as it gets. After
depositing money into the Gas Card, customers can pump gas
in 13,000 gas stations nationwide by using one card.
A main feature of the Gas Card is its ability to assist corporations
in monitoring the gas usage of every car in the company fleet.
The rules of the Sincere Appreciation Program are simple:
registered Gas Card customers accumulate one point for every
liter of gas they pump at Sinopec stations. Customers can
redeem their points for gifts a number of levels. Over the
past three months, over 10,000 Gas Card holders have redeemed
points for gifts such as digital video cameras, mobile phones,
and useful family decorations and office supplies. When determining
the selection of gifts, Sinopec took into consideration its
wide range of customers – thus creating a wide range of gifts
to satisfy their tastes. Based on points accumulated, customers
are classified into four levels, each level enjoying different
services: Standard, Silver, Gold and Diamond. Currently the
Sincere Appreciation Program has 120,000 Diamond customers,
240,000 Gold customers and 960,000 Silver customers.
In December 2005, the Sincere Appreciation Program will give
away 20,000 F1 Racing year-end gift packages, each including
a F1 T-shirt worth RMB 480, eLong VIP card and various coupons.
Gas Card holders who earn 200 points or more after December
7, can redeem 200 points for a year-end gift pack, first come,
first serve.
In addition to gifts redemption, the Sincere Appreciation
Program holds regular lotteries. Gas Card holders can redeem
points for lottery tickets. Lottery prizes include computers
and mobile phones.
Though gift redemption and lotteries are fun and exciting,
the core of the Sincere Appreciation Program is really to
provide customers with a complete set of rich, quality automobile-related
value-added services. In 2005, Sinopec worked with a well-respected
insurance company to provide transportation insurance for
Gas Card holders. Meanwhile, Gas Card holders enjoyed shopping
discounts in over 1,000 shops and were given special discounts
on Michelin and Motorola products.
Ensuring Gas Card holders a convenient means of checking point
balances, redeeming gifts, and participating in lotteries,
there are three ways for Gas Card holders to contact the Sincere
Appreciation Program: the first is through the national customer
service hotline: 95105888/95105988;
the second is through the Sincere Appreciation website: www.saclub.com.cn;
and the third is through an SMS platform. China Mobile, China
Unicom and PAS mobile handset users can send a short message
JF to 916070 to check their point balance.
The Sincere Appreciation to Focus on Creating an "Easy
Vehicle Life," for Gas Card Holders In The Future
In 2006, the Sincere Appreciation Program will focus on creating
an "Easy Vehicle Life," for Gas Card holders. Customers will
enjoy a complete set of services such as insurance, maintenance
and roadside assistance. As modern life moves at a faster
pace than ever before, pumping gas, vehicle insurance, vehicle
maintenance and roadside assistance are important but can
sometimes be troublesome. The Sincere Appreciation Program
will help gas card holders solve these problems by rewarding
customers for pumping gas, offering discounts on insurance
and offering quality roadside assistance. The Sincere Appreciation
Program will act as a comprehensive service platform on which
partners and special partners will work together to serve
vehicle owners.
Also in 2006, the Sincere Appreciation Program will provide
customers with a richer variety of gifts ranging from family
decoration products, to outdoor gear, car accessories to electrical
appliances and office supplies. In addition to more gifts,
the Sincere Appreciation Program will increase chances for
customers to win and participate in lotteries.
In an interview, a Sinopec employee said, "the Sincere Appreciation
Program is not a short-term promotion – it is a long-term
interactive platform between Sinopec and its customers. Our
goal is to provide customers with quality services so as to
improve customers' trust in Sinopec."
|
