On March 15, Sinopec Chuanwei Chemical held the launch ceremony for putting its direct-sold products online on Sinopec PetroTrade, the group’s official industrial e-commerce platform. As one of the six pilot enterprises in the first batch authorized by Sinopec to launch direct-sold goods on PetroTrade, Chuanwei officially activated the online sales service for self-operated products. Yan Hong, Executive Director and Party Secretary of Chuanwei Chemical, announced the official launch, while Yang Yutong, General Manager of the company, presided over the ceremony.
Zhang Chaojun, Deputy General Manager of Sinopec Information and Digital Management Department, Wang Lidong, Deputy General Manager of Sinopec Chemical Business Department, Li Suoshan, Deputy General Manager of Sinopec Chemical Sales Company, Li Tao, Deputy General Manager of Sinopec InfoOcean, together with key client representatives attended the launch event.
In his opening speech, Yan Hong noted that building a professional, first-class and user-friendly PetroTrade platform serves as a key initiative for Sinopec to implement the national Internet Plus strategy. It also helps deepen the customer-centric philosophy, optimize client experience and satisfaction, and fuels Chuanwei’s integrated reform of research, production, marketing and end-user services to boost overall competitiveness.
Yan delivered three major development orientations for the platform operation. First, Chuanwei will summarize operational experience continuously, strengthen demand docking with clients and iterate platform functions steadily, building the project into a demonstration project to implement Sinopec’s overall deployment and standardize direct-product sales. Second, leveraging three core transaction models including contractual trading, spot mall trading and bidding trading, the company will dig into marketing data to identify client preferences precisely. It will integrate customer-oriented values into corporate regulations and daily operations, building the platform into a bonding project to connect and empower clients and create maximum commercial value. Third, Chuanwei will further deepen the integration reform of R&D, production, marketing and application, capturing market changes, optimizing resource allocation and responding to client demands rapidly, so as to build the platform into a upgrade project to elevate overall marketing capabilities and support high-quality industrial development via premium sales services.
On the launch day, representatives from four corporate clients completed online procurement of VAE emulsion and methyl acetate. Within half an hour, four orders including customer pickup and logistics delivery were fully fulfilled, marking the official launch of Chuanwei’s direct-sold product business on PetroTrade.
As Sinopec’s unified internal e-commerce platform, PetroTrade covers all refining and chemical products excluding refined oil products, including centralized sales, enterprise direct sales, lubricants, fuel oil and catalysts. It acts as an integrated digital hub for brand promotion, sales channel expansion and one-stop industrial services by interconnecting multiple internal business systems.
As one of Sinopec’s first batch of pilot enterprises for direct-sold product access, Chuanwei kicked off preliminary preparation in September 2020. The team sorted out and reviewed every detail of 21 business workflows and functional modules related to online product launch, and verified more than 2,000 massive datasets of all direct-sold products one by one to guarantee data accuracy.
Meanwhile, Chuanwei set up six dedicated working groups, namely the leading group, business working group, payment management group, logistics team, ERP team and key user team, with clear division of responsibilities. Account managers, e-commerce specialists and master data administrators coordinated efficiently to push forward digital transformation.
Since March 2026, the company has intensified staff training and centralized simulation tests. A total of 37 employees covering account managers, product managers, sales executives, planning supervisors, logistics and financial personnel received systematic training. The trainees mastered approval procedures for annual, monthly and sporadic sales plans, product listing and delisting operations, as well as three mainstream trading modes, so as to formulate targeted digital marketing strategies.
To help downstream clients adapt to the new digital platform, Chuanwei rolled out dual supporting mechanisms: an account-manager-led client training mechanism and a regular customer feedback mechanism. The company ensures timely problem disposal and barrier-free operation for all business partners.
Up to now, over 100 long-term direct-sales clients of Chuanwei have completed platform account registration, achieving a 100% registration rate of core business clients.
