Petrochemical PE sales strategy, you know?
Petrochemical PE sales strategy, do you know?
As a plastic person, how can you not understand the sales system of plastics, regulation and distribution system, terminal sales strategy? Understand the upstream mechanism, grasp the initiative in the market. Introduction to the sales system At present, PE sales in China are mainly concentrated in the four major petrochemical groups of Sinopec, petrochina, local joint ventures and coal chemical enterprises. Among them, Sinopec and CNPC adopt a unified marketing policy, unified management by the headquarters, each region completes the sales plan, the product will be unified pricing by the region, avoiding the vicious bidding of the original internal branch, and stabilizing the regional market. In addition, unified marketing is more conducive to enhancing the competitiveness of Chinese petrochemical enterprises, so that Sinopec and petrochina jointly control the Chinese petrochemical market, and then further avoid the risk caused by the change of international crude oil, stabilize the raw material prices in the Chinese market and even the Asian market, making the trend of the petrochemical market more rational.
The production of PE coal chemical enterprises are mainly concentrated in North China and northwest China, some coal chemical enterprises to screen auction sales mode, the rest of the coal chemical enterprises and joint ventures and local enterprises are mainly independent sales, joint ventures and local enterprises are dispersed distribution, the international petrochemical giants in the Chinese market to form a rival situation. The following describes the sales methods and specific processes of a joint venture:
First of all, the polyolefin sales office will formulate an annual sales plan according to the company's plan, and after obtaining the approval of the company's leaders, the weekly node plan will be formulated according to the actual production situation. Then by the price committee pricing, notify the customer forecast demand intention volume, and then by the plan balance will determine the actual customer weight, sales manager and then notify the customer to do payment and determine the flow of goods, and finally the customer volume and flow into their internal system for approval and settlement. This process needs to be reviewed by the director of business, the director of planning and finance, after the review is passed, the product price is printed, and the flow of approval sheet is arranged by the comprehensive planning department. The plan decision is made by automobile, sea and train shipping according to the actual loading of vehicles. Finally, invoice is issued through financial settlement, and then the quantity and price are verified and the invoice is mailed.
Analysis of control and distribution system
Leading enterprises represented by Sinopec and petrochina almost monopolize China's petrochemical market by unified marketing policy. In terms of pricing strategy, Sinopec and CNPC adopt a national unified pricing strategy at the same time, in order to avoid traders from comparing with each other and causing dissatisfaction. In different market segments, the same products are priced according to their importance in the form of the final product and differential pricing is adopted.The following is the regional distribution of petrochemical enterprises: Sinopec's sales regions are mainly distributed in North, East, South and Central China, with a production capacity of 4.07 million tons/year, ranking first, accounting for 25.7%. The sales regions of petrochina are mainly distributed in North China, East China, South China, Northeast, Southwest and Northwest, with a production capacity of 5.158 million tons/year, accounting for 32.5%. In recent years, coal chemical enterprises have developed rapidly, and most of them are concentrated in North China and northwest China, with an annual production capacity of 2.67 million tons, accounting for 16.8%. Other places and joint ventures are mainly concentrated in North China, East China and Northeast China, with a production capacity of 2.43 million tons/year, accounting for nearly 20%. In the allocation of resources, each enterprise according to the local balance of production and sales as appropriate allocation, taking the northeast region as an example, due to the local manufacturers more overcapacity, product oversupply, the enterprise transferred the excess supply to other regions to promote sales to alleviate storage pressure. However, in terms of the geographical location of the manufacturers, China petroleum production enterprises and coal chemical enterprises are far away from the target market, the logistics cost is higher, and Sinopec and local joint ventures production equipment is more built in the consumer market, the logistics cost is lower, making its products more competitive.
Analysis of terminal sales strategy Pricing mechanism Sinopec and petrochina are aiming at direct sales, mainly spot sales, and are relatively close to the market in price. When the market fluctuates greatly, they often adopt the means to promote sales, and when the market is more stable, they mostly adopt pricing sales. Among them, Sinopec and petrochina self-regard as large traders, more flexible in the use of price means, such as Sinopec for 3A customers per ton cashback 20-40 yuan, and CPC often introduced large prices, etc., the two groups also receive 3 months of acceptance interest-free services. The local and joint venture enterprises in the price to follow the main, the main use of listing, pricing, and weekly price guarantee and other sales methods, in addition to the distribution service is part of the joint venture capital characteristics and advantages. Some coal chemical enterprises mainly use the sales model of online auction, and use the online marketing platform to closely integrate the upstream and downstream industries of enterprises, that is, to integrate raw material suppliers, product distributors, etc., and implement online transaction and management. Effectively speed up the flow of information, reduce the intermediate circulation links, shorten the supply cycle, reduce operating costs, improve the efficiency of operation and economic benefits.
The above is the common sales method of Sinopec, although the Sinopec PE sales system is relatively perfect, but the petrochemical enterprises need to be improved in terms of product characteristics, the research and development ability of Sinopec enterprises is insufficient, the products are mostly concentrated in the general material level, and the performance of high-end special materials is insufficient, resulting in a large degree of import dependence. At present, the product characteristics of China's Sinopec are slightly better than those of CNPC and local joint ventures. In terms of customer differentiation, Sinopec and CNPC mainly direct sell to downstream factories, followed by first-level petrochemical agents; Local joint ventures and coal chemical enterprises mainly sell on commission, retail and online auction.