the Ji'nan times
"should I go away quietly, or should I be brave to stay..." In July 29th, when the voice of Aaron Kwok came out of the window, Peng Jun, the boss of a private gas station in Shanghe County town, was sitting in his office. Is he continuing to insist on the price war that has been going on for two months, or is he going to quit?
30 days, through the ten road mountain road intersection, Zhongsheng oil gas station staff for the owner of the car. In recent years, the "Putian system" Zhongsheng oil has expanded rapidly in Shandong. Reporter Guo Yao photo
the industry laughs, the national "oil war" to see Shandong, Shandong "oil war" to see Ji'nan, Ji'nan "oil war" to see Shanghe. And the three generation of Peng Jun, the founding of the gas station base, is at the core of this storm. Around three Sinopec gas stations, turn down the lower price, the margin is more than 2 yuan per liter, the huge gap in the middle is depleted, and Peng Jun does not know how long his thin family can persist...
"encirclement and suppression" private gas station price reduction has been the largest reduction of
from May this year to now, the unprecedented "oil war" has lasted for two months. Shanghe, Ji'nan, is also well-known in the "oil war" in the industry - in the previous period, a petrochemical gas station here, No. 92 gasoline straight down 2.3 yuan / liter, the biggest decline in sales promotion in the domestic main gas station.
Shandong is the most concentrated area in the national refinery. It is also the third largest oil refining center in the world, second only to the United States Houston and the Tokyo Bay of Japan. The national "oil war" of Shandong is not a false word. The data show that in Ji'nan, the retail price of No. 92 gasoline last month is only 4.5 yuan / liter, and the retail price of the remote gas station has dropped to below 4 yuan. It is nearly 2 yuan lower than the guidance price stipulated by the NDRC, and the Shandong "oil war" is not a deficiency in Ji'nan. But how did Peng do not understand how his Shanghe county was the core of the "oil war", and his gas station seemed to be at the core of the storm.
Peng Jun had a hard hit with a nearby Sinopec gas station. When the Sinopec gas station dropped 2.3 yuan / liter, he dropped 2.5 yuan per liter, the biggest drop in the country, and the number 92 gasoline sold by 3.88 yuan / liter, which was a loss selling price. Today, Peng can not afford to lose, and no longer to follow, his No. 92 gasoline is now only less than 2 yuan, the decline is smaller than the Sinopec, is to keep the operation, but the sales are also basically lost.
"by the end of May and early June, the number 92 gasoline had indeed dropped by two yuan and three, but this was approved by the Shandong provincial company." The head of Sinopec gas station in Xu Shang street, Shanghe County, confirmed its huge decline. At present, the sale decline has stopped. However, not far from the north side, the Sinopec gas station near Hongye group is still down 2 yuan, and the Sinopec gas station near Shanghe No. 2 Middle East is down by 1.5 yuan.
"this is a typical focus." Peng Jun said that the three petrol stations in Sinopec had reduced prices in turn. As a nearby private gas station, they had to follow suit and have a bigger margin, otherwise there would be no business. "Three, which is the enemy?" with the price of 2.5 yuan per liter per liter of Peng Jun, 5200 yuan per ton, the maximum retail price of 7880 yuan / ton, it seems to sell a ton of 2680 yuan profit, but after the price of 2.5 yuan per liter, it is equivalent to a ton of 3500 yuan, to sell one ton for more than 800 yuan. According to this calculation, Sinopec's largest drop is also a state of losing money, a ton of compensation four hundred or five hundred yuan, this conclusion has also been recognized by many private gas stations.
Peng Jun said he is now playing a defensive battle with his family's bottom line, which is endurance. In the meantime, many people with management backgrounds urged him to quit and rent gas stations to them, but they were all refused.
the former profit rich capital "harvest" Putian department control the national super 40% private gas stations
although the private gas station boss, such as Peng Jun, is still insisting, even not to sell or rent the gas station, but in reality, many gas stations have been "harvested". In Ji'nan, the Ningqiang, which is mainly engaged in the construction and transformation of the gas station, revealed that "Putian department, which is famous for the start of the private hospital, has bought or leased private gas stations in recent years by its strong capital strength, and the bid is very high, sometimes even 'two barrels of oil' are not competing rivals".
this language is not a false word, such as Zhongsheng oil, belonging to Beijing Li Gen group, its founder is Fujian Putian people, in 2014 in Ji'nan set up Shandong branch, a large number of leases, the purchase of private gas stations unified operation, at present only in Ji'nan has 10 gas stations, Shandong has 24. Compared with Ji'nan's local oil companies, the speed of the expansion is "fast" - 14 years of operation, and 6 gas stations and 3 filling stations. "
" now the price war is very fierce, the profit margin has been reduced, in the previous years can not be such, 'two barrels of oil' little promotion, private gas station even if there are promotions, it is very small, two or three cents per lift is good. " Mr. Nguyen, the head of the operation of Zhongsheng petroleum Shandong branch, said that a gas station with a better position in the year was a hundred million yuan in a year and a few million net profits.
public figures show that since 2014, international oil prices have fallen off the cliff, falling from $140 a barrel to about $50 a barrel, once more than $30 a barrel, declining international oil prices and a huge margin between the highest price of domestic refined oil stipulated by the NDRC and the promotion of promotion. Very few, gas stations make a lot of money, and selling a ton of oil to earn two thousand or three thousand yuan is normal. Public figures show that in 2016, China's oil refining industry had the highest profit growth rate, reaching 120%, with a total profit of 170 billion 360 million yuan, creating a new record in history.
Mr. Ruan said that Zhongsheng oil came to Shandong to open up the market. First of all, because of the fierce competition here, there are more than 10 thousand gas stations, the largest in the country. There are more than 700 Ji'nan, and more than 1000 in Beijing. Previously, because of the good profit margins, many gas stations did not want to sell, so the price was very high. The gas station in good lots, the transfer fee was over 100 million yuan.
can not be bought, all 10 of them are rented in Ji'nan. The rent for a good lot is 2 million yuan a year, and almost three million and a half million. Mr. Ruan said that after renting, they not only sell oil, but also decorate and expand, providing value-added services, such as car washing and car repair. Public figures show that the Putian department controls more than 40% of the private gas stations nationwide, and the proportion of Fujian, Guangdong and other provinces is even higher.
the capital competition behind the battle to meet the spring
in fact, in Ji'nan, the acquisition and rental gas stations in Ji'nan are far more than the Putian department, "two barrels of oil", and CNOOC, Shell, refinery and other manufacturers. "We all have the acquisition and leasing tasks. If we fail, we will be deducted from the bonus." A pioneer in the work of Shell said that foreign companies such as SK, LG, Shuo Mou Oil Co., kad and so on, have also entered the Shandong market through mergers and acquisitions, new construction and other ways.
Lu Hua, who runs a private gas station in the southwest of Ji'nan City, has often been invited to participate in the project description in recent years. "Jingbo petrochemical and HSBC petrochemicals participate most. They want to expand the possession of the terminal market by virtue of their oil source advantages. Once the number of gas stations reaches a certain degree, they do not need to be seen again." "Two barrels of oil" has worn their face. They asked our private gas stations to join them, using a unified brand, a unified management mode and a unified oil source.
in the past, Shandong refinery has eaten a lot of losses due to the lack of channel terminals in gas stations. In recent years, it has increased the rental and acquisition of gas stations. Among them, Jingbo has about more than 40 gas stations around Binzhou, and the scale of Wantong Petrochemical has been larger than 100. This year, the purchase of GS's 9 gas stations in China has fully completed the prospectus of Hunan Hun Shun oil day, which is also said to be about 1 billion 265 million yuan to collect funds, of which 693 million yuan is planned for the purchase of gas station reserves. "
" everyone knows that the end of the world, the situation is now "no one's time", after all, the amount of gas station in possession is relatively small. Lu Hui, an analyst at Zhuo Chuang information, said that Shandong's total of more than 10000 gas stations, 10%, "two barrels of oil" more than 5000, the rest of the private and CNOOC, Shell, only to occupy more gas stations, the future can have the right to speak.
in fact, the competition for gas stations is so intense that it is already a scarce resource. Shandong issued a plan since 2005, requiring a gas station to carry out total volume control, the average annual growth of no more than 2%, and the average annual growth of no more than 3% in each city. This means that it is difficult to approve gas stations in other areas except for the construction of a few gas stations in the new development zone. Oil station. In 2016, Shandong carried out special rectification, and even stopped approving new gas stations, resulting in more intense competition for stock.
"don't look at my gas station because of the general price war, but there are procedures, the government approved the regular station, many people covet." Peng Jun said he believed that whoever could survive the oil war would be able to welcome the spring. After all, the purpose of price war is to control the market and to sell high prices in the future.