Qi Lu Wan Bao Wang·2025-05-10 11:41Core Viewpoint - The opening of the new convenience store by Sinopec in Rizhao University City marks a significant step in the company's transformation into a comprehensive energy service provider, focusing on campus scenarios and integrating digital operations to meet the diverse needs of consumers [9]. Group 1: Store Operations and Offerings - The new store, located in Rizhao University City, is strategically positioned near several universities, targeting students and local residents with a product matrix of nearly 600 items, including food, beverages, and daily necessities [3]. - The store features Sinopec's proprietary brands and has introduced a "Sinopec Food Circle" to cater to student preferences, offering self-developed snacks and light meals through a digital operation model [3][9]. - Various promotional activities, such as in-store gifts and discounts, were launched on the opening day, generating a consumer frenzy [5]. Group 2: Customer Experience and Engagement - Students expressed satisfaction with the convenience of home delivery services, highlighting the store's role in enhancing campus life [5]. - The store incorporates elements of campus culture, including a social space and a popular photo wall, evolving into a social landmark for students [7]. Group 3: Company Strategy and Future Plans - The Rizhao University store is the first of its kind in Shandong to focus on the university market and integrate fresh coffee services, indicating a new direction for Sinopec's convenience store operations [9]. - Sinopec plans to continue innovating by merging convenience services with energy solutions, aiming to create an integrated platform that meets diverse consumer needs and supports regional economic development [9]. - Established in 2008, Sinopec's Easy Joy has expanded to 28,000 convenience stores and nearly 10,000 car service locations, serving over 300 million users, with a brand value projected to reach 21.745 billion yuan in 2024 [9].