Company's E-commerce Center Achieves Positive Results in Exploring Online Marketing

In order to open up online sales of lubricants, in 2014, with the approval of the joint stock company, the company established the 'PetroChina Company Limited Beijing Lubricant E-commerce Center' (the E-commerce Center for short). In operation the E-commerce Center is managed under the Beijing Kunlun Lubricant Plant, and in business it draws guidance from the company's Market Development Division. After nearly a year of effort, the E-commerce Center has actively opened up online sales channels, explored the integration of online and offline business, and made bold innovations in automotive oil sales, achieving positive results.
First, strengthening WeChat marketing to attract customer groups. The E-commerce Center established an official WeChat service account named after Kunlun Lubricant, aiming to use WeChat, the most influential and widest-reaching new media platform in China today, to enhance communication and interaction with consumers and intensify promotion of the Kunlun brand. At present the E-commerce Center has essentially completed the basic framework of the menu bar in the official WeChat account, linking the service account to the Kunlun Lubricant official website so that more of Kunlun's followers can learn about Kunlun Lubricant's real-time news directly through WeChat. At the same time, the E-commerce Center has made its weekly multi-image-and-text push part of its daily work, striving to make the information pushed in each issue regular, meaningful and attractive.
Kunlun Lubricant's official WeChat service account
Second, actively carrying out the special employee promotion program 'I am a Kunlun person, I love Kunlun oil'. With strong support from the leaders of the Beijing Plant, the E-commerce Center reached agreement with auto repair businesses that have cooperated with the Beijing Plant for years to launch an internal employee promotion program within the plant. Without affecting the company's price system, it passes on the maximum actual profit to employees and provides them with a reliable oil change service provider. The E-commerce Center also held an activity at the Beijing Plant called 'Travel safely during Spring Festival, safeguard employees' cars', the content of which was: free comprehensive vehicle inspection for Kunlun employees' private cars; and all inspected vehicles received a 500,000-yuan self-driving accident insurance policy for the Spring Festival period plus one free nationwide road rescue. These activities were popular with employees and produced positive promotional results. So far 39 people have purchased Kunlun oil change packages and become loyal fans of Kunlun New Tianrun.
Explaining vehicle care matters
Inspecting a vehicle engine
Third, in actively developing and building new sales and service channels, the E-commerce Center has kept a close eye on the door-to-door oil change and maintenance services that emerged in 2014. With coordination and support from the company's Market Development Division and the Beijing Plant, it established online and offline cooperation with Bopai, currently a fairly influential specialist door-to-door oil change company. With one phone call, users can enjoy Kunlun oil change service, solving the problem that the development of traditional oil change service providers is limited by geography. At present, domestic door-to-door oil change and maintenance companies are still at the stage of cultivating the market and exploring marketing models, which offers many points of convergence with the E-commerce Center, itself still growing. This cooperation with Bopai will achieve new breakthroughs in convenient oil changes, door-to-door service and exploring the organic combination of online and offline business.
Fourth, continuing to use online platforms such as JD.com to promote online sales of automotive oil and automotive by-products. In 2014, online marketing sold a total of 24.4 tons of various lubricant fluid products and generated sales revenue of 325,000 yuan, and the company completed the qualification review for operating a Tmall flagship store and joined the Industrial and Commercial Bank of China's 'Rong e-Gou' online sales platform.
In 2015 the E-commerce Center will break new ground in online sales, new media operations and integrated sales and service, giving full play to brand advantages, continuously innovating in online marketing and exploring new channels for sales growth.
(Reported by Wang Jiangyue, Beijing Kunlun Lubricant Plant)?