Yankuang Coal Chemical Co., Ltd. goes against the market

wallpapers Industry 2020-12-09

in the industry surplus pattern, coal resources into electricity and chemical industry, is the general choice of coal enterprises in recent years, but followed by fanatical investment led to the downstream product surplus, especially in the coal chemical industry. This makes the coal chemical industry not only does not lift the plight of coal enterprises, but becomes a new burden of coal enterprises.

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in the trend of "every coal must be chemical", the coal chemical market competition is intense, the price fluctuation is intense. Enterprises must build a new marketing model and create new product advantages. " Miao Zhiyuan, general manager of Yankuang coal chemical supply and marketing company, said in an interview with the reporter of economic guide newspaper recently that Yankuang Coal Chemical Co., Ltd. realized the growth against the market by changing the strain and innovating marketing. In the first half of the year, the accumulated sales volume of products reached 1.7522 million tons, and the market share reached about 10%.

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frenzied investment has brought about overcapacity.

to the coal chemical market, Miao Zhiyuan described that the price is low and the cold is pressing, and he has to fight for survival. At the 2015 international coal chemical industry forum held a few days ago, PetroChina (8.48, - 0.02, - 0.24%) and Li Shousheng, President of the Federation of chemical industries, said frankly that the coal chemical industry has potential excess risks under the blind investment fever. Taking coal to olefins as an example, according to incomplete statistics of Sinopec (4.84, - 0.01, - 0.21%) Federation, there are 53 coal to olefin projects that have been carried out or planned, with a total capacity of about 33 million tons. If all the projects are completed, the production of coal to olefins will far exceed the domestic market demand. At the same time,

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phenomenon of coal chemical products homogenization is serious. At present, most of the coal chemical projects focus on coal to methanol, coal to olefin, coal to ethylene glycol and other products. Taking coal to olefin as an example, the homogenization of ethylene and propylene post-processing projects is very serious. Most polyethylene and polypropylene are concentrated in a few common material brands, and the number of high-end brands and special brands is small. Li Shousheng believes that if we do not use high-end and differentiated technologies as soon as possible, our products will soon face a chaotic situation of "overcapacity" and "vicious competition".

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according to incomplete statistics, there are 53 coal to olefin projects with a total capacity of about 33 million tons, 7 coal to oil projects with a total capacity of 13.9 million tons, 19 coal to ethylene glycol projects with a total capacity of about 4.7 million tons, and 18 coal to natural gas projects with a total capacity of about 74 billion cubic meters.

Li Shousheng said that if all these projects are completed, about 429 million tons of coal will be consumed, and the production of coal to olefins will far exceed the domestic market demand. Especially in the current situation of international crude oil price falling sharply, coal to liquid and coal to natural gas will face severe challenges in terms of technical maturity and economic benefits.

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give full play to the advantages of integrated marketing scale.

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are facing the coal chemical market with prominent contradiction between supply and demand. Yankuang coal chemical tries to solve the market dilemma through marketing mode innovation.

"positioning business model in creating" integrated marketing ", giving full play to the advantages of scale, combing the elements of warehousing, logistics, market information and other elements involved in the marketing chain, using Internet plus thinking to clarify and identify the correlation effects between them, and integrate the integration into marketing and extension project. Miao Zhiyuan explained that by integrating resources, they brought the coal chemical products of the group headquarters, Xinjiang Neng Hua, Yulin Neng Hua, Erdos (6.70, - 0.15, - 2.19%) Rongxin chemical and Guizhou Kaiyang company into the unified marketing platform to realize cross regional platform resource linkage.

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on this basis, they explored the online and offline, point-to-point trading mode, and explored the marketing selling points of Yankuang products. According to the characteristics of bulk material sales, Yankuang coal chemical actively prepared to build regional marketing centers in East China and North Shandong, promoted the progress of merger and acquisition of China Petroleum and chemical trading network, and built a remote e-commerce marketing platform for Yankuang coal chemical industry. With regard to the changes brought about by the implementation of the "information" marketing strategy and the three-dimensional market network system with complementary advantages in the fierce market competition, song Shudong, deputy general manager of the company, said for example that before the Spring Festival this year, the production inventory remained high. According to big data analysis, they predicted that there would be a round of rising market, and then implemented the strategic inventory plan. During the shipment after the festival, methanol, acetic acid, ethyl acetate, butyl acetate and other products increased by 400 yuan / ton, 276 yuan / ton, 123.8 yuan / ton and 373.5 yuan / ton respectively, which directly created 10.95 million yuan efficiency for the production enterprises. In April this year, they took advantage of the shutdown and maintenance of Xinjiang Coal Chemical Industry Co., Ltd. to actively stock 23000 tons of urea and 14000 tons of methanol before the system was shut down, and sold them during the shutdown and maintenance period, with an efficiency of 4.35 million yuan.

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can't control the market, but we have gained the market discourse power in each region by building a heavyweight e-commerce platform, using big data and Internet thinking to make overall plans for capital and finance to generate profits. " Song Shudong said.

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in Miao Zhiyuan's view, with the preliminary formation of the top-level design of the 13th five year plan of coal chemical industry, the development path of the industry is clearer, which is a good overall. As a coal chemical enterprise, it must rely on technological innovation, transformation and upgrading, improve its core competitiveness, and actively explore and innovate in the marketing mode, so as to stand on the market environment of diversified competition.


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