Exhaust Purification Fluid Sells Like Hotcakes at Huiyuan Gas Station

Diesel exhaust purification fluid, commonly known as urea aqueous solution, has entered a new stage of market requirements for vehicle urea solution products since the full implementation of the China IV emission standards and the promulgation and implementation of the national standard for diesel engine nitrogen oxide reducing agent – urea aqueous solution (AUS32). Vehicle urea solution can reduce NOx emissions from diesel vehicle exhaust and is an essential product for diesel vehicles to meet China IV and higher emission standards; it conforms to the country’s increasingly strict environmental requirements, and market demand is large with broad prospects. Diesel exhaust purification fluid consumption accounts for about 5% of diesel consumption; as the China IV emission standards for diesel vehicles are fully rolled out, sales of diesel exhaust purification fluid at Huiyuan Gas Station have shown a “skyrocketing” blowout growth. What is their unique secret for growth?
Using the growth weapon — an exhaust purification fluid skid-mounted station
The exhaust purification fluid dispenser at Huiyuan Gas Station is the first Kunlun Star diesel exhaust purification fluid unit of PetroChina; construction began on February 28, 2016 and commissioning was completed on March 24. The benefits brought by operating the diesel exhaust purification fluid dispenser:
First, it is convenient for customers: the dispenser fills the tank directly by pumping, reducing the labor of drivers having to fill it themselves;
Second, it saves time and improves throughput. Previously drivers first refueled, then bought purification fluid, and then filled it at the gas station, so vehicles stayed a long time at the station and congestion was easily caused; after the dispenser began operating, refueling and fluid filling are done at the same time, making it convenient and quick and improving vehicle throughput;
Third, the lower price raises the station visit rate and drives fuel and convenience store sales: packaged products cost 55 yuan per drum and bulk products 36.6 yuan, 18.4 yuan less per drum; fourth, the labor intensity of gas station staff is clearly reduced, as manual handling of packaged exhaust purification fluid drums is reduced.
Strongly communicating the environmental selling point
With the strong support of the new equipment, the morale of the attendants kept rising. Whenever diesel customers came to the station asking about exhaust purification fluid, the attendants proactively guided vehicles to the bulk purification skid-mounted equipment and told customers about the price advantage and the convenience of filling. Over time, diesel customers adapted to the new product, and word spread from one to ten and from ten to a hundred; the number of customers specifically coming to fill bulk purification fluid kept growing. Since diesel exhaust purification fluid needs to be replenished promptly during use, attracting customers into the station to fill the affordable bulk product through the skid-mounted station also drove sales of the packaged product.
Spreading from one point to the whole area: bulk and packaged products soaring together
Diesel exhaust purification fluid needs to be replenished promptly during use; by attracting customers into the station to fill the affordable bulk product through the skid-mounted station, Huiyuan Gas Station also drove sales of the packaged product. By the end of 2017, Huiyuan Station had sold 289 tons of Kunlun Star bulk exhaust purification fluid for the year, an increase of 156 tons, or 117%, over the 133 tons sold the previous year; alongside the growth in bulk sales, packaged diesel exhaust purification fluid sales reached 7,704 drums, an increase of 4,197 drums, or 119%, over the 3,507 drums sold the previous year; non-oil revenue reached 1.35 million yuan. Through the complementary sales of the bulk and packaged products, growth in exhaust purification fluid sales was clear.
Building gas stations into stations for people and vehicles, achieving complementary advantages
Recently some gas stations have installed skid-mounted equipment, but station managers worry that selling bulk exhaust purification fluid will cause inventory backlogs of the packaged product and so do not put the skid-mounted equipment into use, leaving this growth weapon idle like a hero with no battlefield. Judging from Huiyuan Gas Station’s experience in exhaust purification fluid sales, putting the exhaust purification fluid skid-mounted equipment into use did not affect packaged product sales, because quality service plus superior products meet customers’ greatest needs.
The Kunlun Lubricant branch has issued various promotion and incentive policies encouraging gas station staff to sell Kunlun exhaust purification fluid products and has also accelerated the pace of honoring those policies.
Here we hope the leaders of gas stations will act actively, build gas stations into stations for people and vehicles, speed up the commissioning of exhaust purification fluid skid-mounted stations so that this growth weapon can display its full power rather than being underused and unappreciated! We hope gas station leaders will seize market opportunities, achieve complementary advantages and rapidly increase the sales of exhaust purification fluid products!