With its customer-centered approach, Sinopec has focused on product and service innovation; improved product quality and service value; and established its proprietary product and service brand system to meet customer needs and expectations for a better life.

In May 2021, Sinopec showcased its six major business segments at the China Independent Brand Fair

Brand building

In line with the brand slogan "Cleaner Energy, Better Life", Sinopec has created highquality products and services; and established a highly identifiable brand system for its products and services. With a brand value of US$26.4 billion, Sinopec ranked 58th among the Brand Finance's Top 500 Global Brands by Brand Value in 2021.

Non-oil businesses

Sinopec has diversified its business by going into automobile service, advertising, catering and coffee, registering a year-on-year growth of 26% in its new businesses for 2021. Specifically, we moved faster to develop the automobile service business, bringing the total of number of service outlets to 8,993. We worked with automakers and dealerships to set up auto sales stores to meet demand for new cars and replacements. We accelerated the introduction of renowned brands and regional fast food brands--12 new international brand restaurants with a total of 62 outlets; and 236 new regional brand restaurants with a total of 1,341 outlets. Moreover, we established Easy Joy Coffee, adding 37 Easy Joy cafes through 2021, with 48 cafes in operation. In 2021, we logged 35.36 billion yuan in operating revenue for our non-oil businesses, up 4.5 percent year-on-year, and 4.06 billion yuan in operating profit, up 8.5 percent from a year earlier.

Product quality

In our effort to deliver high-quality oil products, we focused on quality risk control in the selling process, and established a whole-process quality management system covering "procurement, storage, transportation and sales". Besides, we completed the following tasks: establishing an internal control index system for oil outsourcing to prevent quality risk; improving the supplier management system to cement a "firewall" for procurement; establishing a complete laboratory network, building a professional management and inspection team, and improving the quality inspection system; implementing the whole lifecycle management of oil products to ensure quality control of all segments; and implementing IT-based quality development, and creating an intelligent quality control mode to provide customers with safe products.

For chemical sales, we continued to follow the concept of "quality first", and focused on integrity, service and responsibility for a top quality-oriented cultural environment. In line with the philosophy of "top products with high quality", we improved our quality management system by making the quality of all products and services a part of quality management responsibilities for all levels and jobs. We engaged in our business operations in accordance with law and in good faith, and further combined production, marketing, research and application, to resolve product quality problems faced by our customers.

Customer service

Based on improved content and pre-sales, during-sales and after-sales customer service, we have established multi-level customer communication channels featuring intelligent robots, 95388 SMS, email, WeChat accounts, CRM platforms and petrochemical E-trade platform, supplemented by our unified customer service center and 95388-0 manual telephone service. We have also upgraded our intelligent customer service function, and promoted and applied it for sales of lubricating oil and chemical; EPEC.com and fintech platforms, with intelligent online automatic responses representing 45% of the total consultations. Through customer visits; customer service centers; online services; customer complaint handling and feedback; customer satisfaction surveys and other approaches, we have communicated more with customers, learned about their needs and met their requirements. Besides, we have improved our customer information authentication and information protection system to ensure customer privacy and information security.

Meanwhile, our "one-click fueling" function was promoted nationwide to deliver contactless services such as fueling, payment, billing and shopping. In addition, our custom-made "shihua youni", a Sinopec app for petrochemical services, provides our customers with online services such as ordering, pick-up appointment, and online inquiry, improving the customer experience. ​​​