Sinopec remains committed to advancing its brand leadership strategy with the goal of becoming a distinguished brand. The Company has pioneered a brand building framework built around concept-driven leadership, systematic design, structured management, methodical execution, and value-based implementation, creating personalized and human-centered brand experiences. It has also strengthened quality management across its workforce, operations, processes, and entire product lifecycle. These efforts have helped Sinopec strengthen its brand value and build lasting brand equity, reinforcing its position as a distinguished brand.

Building a Distinguished Brand

Sinopec has launched a three-year brand leadership initiative covering 20 key tasks across 5 major areas, aiming to steadily increase brand value and maintain its leadership in brand building among central SOEs by 2025. In 2024, as part of its global brand communication strategy, the Company released a series of brand story videos themed "Rarely Seen, Always Within Reach", featuring its signature "S" emblem. These videos spotlight Sinopec's commitment to social responsibility, innovation, and clean energy, offering the public a closer look at its values and operations.

In May 2024, Sinopec participated in the China Brand Day event at the Shanghai World Expo Exhibition and Convention Center under the theme "Cleaner Energy, Better Life".

Delivering Comprehensive Energy Services

Sinopec has made every effort to deliver comprehensive energy services across oil, gas, hydrogen, electricity, and supporting services. While retaining its leadership in traditional energy sectors, the Company has accelerated its strategic deployment and leadership in emerging fields, advancing its goal of becoming a provider of comprehensive energy services across oil, gas, hydrogen, electricity, and supporting services. It has also actively implemented the development strategy of "oil as the foundation, gas as the focus, hydrogen as the direction, electricity as the trend, and services as the future", upgrading conventional gas stations into comprehensive energy service stations positioned along urban arterials, fueling continued economic and social development.

Oil and gas services

Sinopec has focused on enhancing the overall value of its industry chain, maintaining an integrated and coordinated approach to operations and management with emphasis on its core oil and gas business. Building on its refining–marketing integration and value chain strengths and unlocking further potential through value chain optimization, the Company has streamlined logistics and reduced costs through coordinated resource allocation and centralized procurement, boosting value creation across the entire chain. It has also accelerated the rollout of its national natural gas network, expanded its share in the domestic LNG vehicle market, and made steady progress in diesel substitution. In addition, Sinopec has independently developed X-Power 98 gasoline, which offers significantly improved acceleration, power, engine cleanliness, and combustion efficiency compared to standard gasoline. With its unique light green color and anti-counterfeiting features, it stands as a premium fuel that exemplifies Sinopec's high-tech strength.

Charging and hydrogen energy services

Acknowledging the rapid transition to new energy, Sinopec has leveraged the strengths of its network of comprehensive energy service stations to grow its presence in emerging energy sectors such as hydrogen and electric charging. The Company has made strategic arrangements for the deployment of charging networks both within and beyond existing service stations, launched the "Sinopec Recharge" brand, and established the "One Nationwide Network", a unified national charging platform that integrates both directly operated and partner-operated stations. It has also accelerated efforts to become China's leading charging service provider and preferred direct sales platform, intensifying efforts to promote the development of comprehensive energy service stations that combine PV power generation, fueling, and charging services. In the hydrogen industry, Sinopec has steadily advanced its goal to build itself into China's leading hydrogen energy company. It has implemented a comprehensive hydrogen energy strategy, actively participating in the full value chain covering production, storage, transportation, and utilization, and vigorously expanding hydrogen applications across a wide range of scenarios.

Building a high-value "People, Cars, and Lifestyle" ecosystem

Sinopec has accelerated the development of an all-scenario marketing ecosystem by expanding its service offerings and enhancing the quality and value of its Easy Joy private-label brands. In close response to the platform-based and scenario-driven trends shaping the digital economy, the Company has continued to upgrade its platform functions and service models, aiming to build a high-value "People, Cars, and Lifestyle" ecosystem. The "Easy Joy Refueling" app, as Sinopec's integrated energy service platform, has grown into the largest intelligent online platform in China for refined oil products, offering users a full suite of services, including cardless payment, one-click refueling, gas filling, hydrogen refueling, EV charging, and fuel delivery, as well as new retail services such as one-click-to-car, one-click-to-store, and one-click-to-home. Moreover, the Company has promoted a new instant retail model under the Easy Joy brand with all-out efforts, building a comprehensive one-stop Home Lifestyle service experience to create 15-minute community life circles. It has also been developing an integrated Car Ecosystem platform that expands the automotive service chain—from routine servicing to full maintenance—while introducing value-added services such as coffee and dining. In addition, the "Easy Joy Car Maintenance" brand has been launched using a hybrid business model of physical outlets and digital platform, aiming to build an end-to-end system covering automotive services and products. The system includes a four-tier service network: self-service car wash stations, compact car care shops, standard automotive service stores, and large-scale maintenance and bodywork centers.

In 2024, Sinopec accelerated its implementation of the "Six Major Service Upgrades" initiative, with the goal of building an all-in-one Easy Joy brand that integrates energy services with value-added offerings, connects online and offline channels, and serves both Car Ecosystem and Home Lifestyle scenarios. These efforts reflect Sinopec's commitment to fostering a more open, collaborative, and mutually beneficial "People, Cars, and Lifestyle" ecosystem. By the end of 2024, the Company had established more than 10,000 car wash and detailing outlets, delivered over 150 million car washes annually, operated more than 1,000 comprehensive automotive service stores, and launched 80 Easy Joy AutoMarts. Easy Joy Coffee had grown to over 520 outlets, while more than 120 internationally recognized fast food brands had been introduced in Easy Joy's service outlets. Across its network, Sinopec deployed over 53,000 digital advertising screens and sold more than 8 million car maintenance service membership cards. The "Easy Joy Car Maintenance" platform attracted over 48.5 million registered users, with over 9 million monthly active users, making it the largest automobile service platform in China.

Product Quality

Sinopec has remained committed to a quality-first development strategy, leveraging its quality management system as an effective means to continually strengthen its foundation and mitigate major quality risks. The Company has also published the enterprise standard Effectiveness Assessment of Quality Management System and issued the Guiding Opinions on Improving the Effectiveness of Sinopec's Quality Management System, ensuring continued improvements in the quality of its products, engineering projects, and services.

Customer Service

Sinopec has actively promoted awareness of its product features, anti-counterfeiting measures, and official purchasing channels to help consumers better understand its products and services. With a focus on timely and accurate communication, the Company has stepped up its positive messaging around product quality and related topics, ensuring that consumers receive reliable and efficient information on its products and services. The collection and use of consumer data are also strictly controlled, with measures such as data masking, confidentiality agreements for relevant staff, and regular information security training sessions to prevent information breaches.

In addition, Sinopec has continued to enhance its customer service across all stages—before, during, and after sales. To ensure smooth and effective communication, the Company has established a multi-tiered, multi-channel service system anchored by its centralized service center and the 95388 hotline, and is supported by intelligent chatbots, the 95388 SMS service, email, its official account on Weixin, the Petrochemical e-Trade platform (chememall.com), and the EPEC platform (epec.com). This setup enables Sinopec to respond promptly and effectively to consumer inquiries throughout their purchasing experiences. In 2024, Sinopec upgraded the technical features and functions of its customer relationship management platform, enhancing five service areas: customer care, sales, marketing, data, and system integration. The nationwide centralized customer service center fully implemented a complaint work order system, using OA-based reminders and follow-ups to resolve consumer issues more efficiently. As a result, the center achieved an overall customer service satisfaction rate of 98.7%. The introduction of a centralized intelligent customer service platform further improved response times by 70%, and maintained a 98% accuracy rate in intelligent Q&A interactions.