Can the eyewear industry fight its way out_
Can the eyewear industry fight its way out?
When people encounter difficulties, they often use the courage and determination to "fight their way out" to break through.
In the case of a weak market, the glasses industry, from factories to wholesalers to retail stores and even to e-commerce, has unwittingly resorted to the method of "fighting a bloody road".
But can the eyewear industry fight its way out? I guess whether it's a factory or a wholesaler
Whether it is a physical store or an e-commerce company, no one may have a chance of winning.
Factory bargaining to kill the future of the Chinese market is really changing rapidly, a few days ago in-depth understanding of glasses information,
Only then did I know that the market often changes more than we personally expected.
The plastic lens 1.56 has been killed to less than 6 pieces, and 1.60 has been killed to 12 or 13 pieces.
MR-7 and MR-8 have been killed to more than 20 pieces, and even the 1.74 that has been high above has been killed to more than 90 pieces.
It can be said that since 2016, lens factories have collectively entered a brutal struggle to bargain for quantity.
After a comprehensive in-depth understanding, it was found that in addition to killing the meager profits of the factory, the bargaining of the factory killed the future development.
But it is difficult to fight a bloody path for long-term development.
The reason is very simple, a pair of lenses is sold to retail stores for 6 yuan, and retail stores still sell for 100 yuan.
A pair of lenses is sold for 10 yuan to retail stores, and retail stores still sell for 100 yuan.
The difference of 4 yuan is almost negligible for the profit of a retail store
But for the factory, the difference of 4 yuan is not only the profit of the factory,
It is also the basic guarantee for the long-term development of the factory's scientific research investment and brand building.
Unfortunately, the factory killed profits and the future, and did not promote the proportional growth of retail terminal sales.
In a short period of time, although relying on low prices to grab some customers, it is not just an increase in inventory and risk.
However, profits have fallen sharply with the increase in volume.
Although the sales volume of the factory that kills the price is very strong, the gross profit brought by the increase in sales,
Far from compensating for the sharp decline in profits caused by the sharp drop in prices.
And the factory that does not drop the price is facing the pain of declining sales, relatively speaking,
The latter's declining sales volume and reduced profits were much better than the former's.
Therefore, whether it is a supplier or a wholesaler, bargaining cannot kill the blood road in the future.
The real breakthrough direction lies in the fact that the problem of terminal volume cannot be solved.
All efforts will come to naught.
It has always been a common view that e-commerce bargaining kills the value of low online prices.
For a long time, whether it is glasses or other industries, e-commerce has followed two different development ideas
One is the development model of kidnapping capital at a low price, and the other is the idea of seeking steady development of profits.
With the perfection and maturity of Internet thinking, this low-level business idea of seeking scale has gradually lost its core value as an enterprise - profit.
E-commerce that has killed value will become more and more difficult to obtain the heart of capital.
The sales volume that cannot be killed by retail bargaining and the sharp decline in the unit price of customers are the common reality of optical stores at present.
In the event of market weakness and drastic changes in market trends,
The people in charge of the retail store invariably thought of the same way to deal with it - fight their way out
Unfortunately, the price has come down, and the sales volume of the store has not increased proportionally with the decline in prices.
However, costs continued to grow despite declining profits and sales volumes.
The price bargain can't kill the sales, and the entire industry has fallen into a total loss dilemma.
Bargaining is to find death, not to bargain is to wait for death.
The problem with glasses is where the entire industry from manufacturing to retail is in a lose-lose dilemma,
What's the problem? From the current situation
The key to the problems of the eyewear industry is in addition to the following aspects:
One is inefficiency,
A 100-square-meter optical store sells an average of 5 or 6 pairs of glasses per day for 5 or 6 people.
Rent, staff salaries, and expenses are all in it, and this inefficient and high-cost business mode seriously suppresses terminal demand, which is the root cause.
The second is duplicate investment.
Whether it is a retail terminal or a manufacturing plant, there is a serious problem of duplicate investment.
Taking the lenses in Danyang, Jiangsu Province as an example, if the new factory of Mingyue, the new factory of Hongchen, the new factory of Shibo and the new factory of Quanzhen are all put into production,
Equivalent to Danyang's lens production increased by 50% on the current basis
However, it is difficult to quickly scale up the sales of terminals.
And the duplication of investment in retail is even more serious, even in the current situation of the overall situation is not good.
There are still many people who join the army of opening stores, and the more stores are opened, the sales are getting less and less.
In the end, you will lose more.
And the blind investment in retail also increases the risk of suppliers.
According to the person in charge of a supplier, he went to a place on a business trip in May only to find that 3 customers could not be found.
Not only could the arrears not be recovered, but the goods that were distributed were also gone.
From the perspective of the two key problems existing in the industry, if you can't break through from the front,
Blindly walking around, it is estimated that everyone will get more and more tired, and in the end it will not solve any problems.
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