Deeply engaged in the high-end glasses industry for 18 years, the founder of Puyi Glasses accepted an exclusive intervie

Deeply engaged in the high-end glasses industry for 18 years, the founder of Puyi Glasses accepted an exclusive interview with "Gorgeous Journal".

In the process of communicating with Mr. Jeffery Yau, the founder of Puyi Eyewear and the CEO of Puyi Group, "high-end service" became one of the most frequent words. In 2001, the Hong Kong-based eyewear retail brand was positioned in the high-end industry, which was founded in Hong Kong for commercial reasons, but also had his own original intention, "Our family is in the watch business, but I am particularly interested in eyewear, and I myself am highly myopic, so I felt that it was difficult to find high-quality glasses in Hong Kong. Above: Mr. Qiu Zijie, Founder of Puyi Eyewear and CEO of Puyi GroupChina is one of the world's most potential eyewear consumers. According to the research report of the World Health Organization, the myopia population in China has exceeded 600 million, accounting for nearly half of the Chinese population. At the same time, as a kind of fashion accessory, glasses, as a product that combines function and decoration, the demand for consumption upgrading is also highlighted. Puyi Group collects top brands from all over the world, and displays the world's top quality eyewear styles and top services to customers. In the WF Central store, which opened in 2017, we saw that the store not only presented a variety of high-end eyewear products, but also introduced high-tech devices to provide customers with a better optometry and eye care service experience. In addition to luxury brands such as Gucci, Dior, and Alexander McQueen, you can also see high-end eyewear brands such as MYKITA for PUYI and Linda Farrow, as well as more youthful fashion brands such as The Owner and Gentle Monster. The optometry room is equipped with the first ZEISS 3D positioning glasses system (ZEISS VISUFIT 1000) in Chinese mainland, which can collect 180掳 flat data of the face through 9 high-definition cameras. "Gorgeous Chronicles" and Mr. Jeffery Yau, Chief Executive Officer of Puyi Group More details of this exchange are as follows: Q&A with Mr. Qiu Zijie, CEO of Puyi Group, talks about brand managementGorgeous Zhi: What was the opportunity to establish Puyi Eyewear? What are the characteristics of positioning? Qiu Zijie: At first, I tried to sell glasses in a watch store, but then I found that these were two completely different businesses, and in 2001 I opened the first Puyi optical store. The first customers included customers from former watch shops, Hong Kong celebrities, and eyeglass collectors, but most of them were customers who had high requirements for glasses. From the very beginning, Puyi glasses has been positioned to make high-end glasses, and has paid great attention to quality, service, environment and location. Instead of picking up from wholesalers like other optical stores, we work directly with the brand's headquarters to find the best glasses from all over the world and sell them in the store. In terms of service, we spend a lot of time and energy on training staff, and every staff member in the store must be very familiar with the brands and styles of eyewear in the store, so as to provide customers with a comprehensive buying experience. Above: WF Central Gorgeous Chronicles: How do you choose eyewear brands and products each season? At present, Puyi Glasses has a total of 75 brands, including 15 exclusive brands. When choosing eyewear products, we pay more attention to whether the brand can do a good job. For example, GENTLE MONSTER, although it has invested a lot in marketing and brand image management, its products themselves are also very good, good-looking and easy to wear, which is the most important reason for us to cooperate with it. It can be said that every pair of glasses in the store has been hand-picked by the buyers. Even for brands that are already cooperating, if the product is not good enough, it will not be selected to be sold in stores. Hua Lizhi: You mentioned the high-end service of Puyi Eyewear many times, what does this mean for Puyi Eyewear? To provide the best service to every customer is the unswerving purpose and commitment of Puyi Glasses. Puyi glasses is positioned in the high-end market, so Puyi glasses' requirements for themselves are not only to have an eye to select good glasses products, but also to have first-class services to cooperate. Unlike the low-price market, high-end customers demand something that suits them and a good shopping experience, and the price is secondary. That's why Puyi Eyewear is committed to providing first-class service to its customers, so as to build a reputation and retain customers. Puyi Eyewear firmly believes that there is unlimited development potential and space in the high-end eyewear market, so we are very concerned about every bit inside and outside the store in the process of operation. Customized pre-sales optometry services and first-class after-sales maintenance services are provided to show respect for each customer. Hua Lizhi: What are the plans for online and offline channels? Kevin Chiu: Currently, we have 80 stores in 20 cities in Greater China. However, we have not pursued the number of stores to be opened, but we hope that each store can meet certain requirements and standards. Whether it is the decoration of the store, or the customer service, to the quality of each glass, consumers can be satisfied. In terms of offline experience, we are also constantly improving and improving our store services. At Puyi Optical Shop, customers can not only carry out personalized services such as optometry and glasses, but we will also help customers check their eye health and teach them how to protect their eyes according to their own conditions. Online, we have also been building an online shopping platform for the past few years. However, glasses shopping is very focused on offline experience, from optometry to try-on, it is inseparable from the support of offline stores. So I think the future of the eyewear industry will definitely be an O2O experience, where customers can choose glasses online and experience and try them on offline.Hua Lizhi: In 2017, the group launched its own original eyewear brand, PUYI PROJECT, what was the opportunity to launch its own brand? Qiu Zijie: After opening an optical store for so many years, we have enough understanding of the needs of consumers and what kind of style and quality products high-end consumers want. Some luxury brands even invite us to their headquarters to provide them with more insights into Chinese consumers and advice on eyewear products. Therefore, based on our years of experience in the eyewear industry and our understanding of consumer needs, we have partnered with Mari Vision, a Japanese professional eyewear manufacturer that pays attention to detail and quality, to launch the PUYI PROJECT series. Every style in this collection has been modified many, many times, and the feedback from the end consumer has been excellent. In fact, it is really not difficult to launch its own brand from today's supply chain environment, but to truly meet the requirements of customers for "comfortable" and "good-looking", it also benefits from the dedicated research of the Puyi Glasses team on the glasses themselves. Above: PUYI PROJECT: In addition to the cooperation with Zeiss Optics, what other cross-border cooperation has Puyi Eyewear carried out in terms of fashion brand products? In addition to this cooperation with Zeiss Optics, Puyi Eyewear has also cooperated with Japanese handmade eyewear brand Frency & Mercury (now renamed EQUE.M), German temple eyewear brand MYKITA, Japanese famous clothing brand ISSEY MIYAKE (Issey Miyake), British fashion eyewear brand LINDA FARROW, etc. Hua Lizhi: What is the future development direction of Puyi glasses? Will we continue to focus on retailers, or will we open up the industry chain? Qiu Zijie: At present, Puyi Glasses is operating well in Chinese mainland, and we have never disclosed relevant financial data, but it can be said that our revenue has maintained double-digit growth. Puyi Eyewear has been, is and will continue to be a consumer-led way of development. As our customers become more demanding, we will continue to improve the quality of our services and the quality of our glasses. In the future, we will also deploy overseas, so that China's high-end eyewear brands can go abroad. At the same time, we will cooperate with more brands through mergers and acquisitions or equity participation, and introduce more and better brands to Puyi Eyewear. For example, last year, it became the owner of the Taiwanese eyewear chain "2020 EYEhaus", which brought more brand agency rights to Puyi Group. Talking about user experience: how do you think about young consumers' favor for fast fashion glasses brands? How will Puyi Eyewear attract more young consumers? Qiu Zijie: It is understandable that young people will chase trends and pay more attention to fashion sense. At the same time, the spending power is relatively low. For Puyi Glasses, positioning high-end and pursuing quality and service does not mean giving up young consumers. I think glasses are a necessity, and many young people have a certain pursuit of the quality of glasses and lenses. In the future, with the improvement of the consumption power of the younger generation, they will also put forward higher demands for product quality and brand services. At the same time, many mature customers will bring their children to Puyi glasses for consumption, so we have no shortage of young consumers. In terms of style, we also cooperate with many fashion eyewear brands that young people like, such as Puyi Eyewear is the designated agent of GENTLE MONSTER in Chinese mainland, Hong Kong Special Administrative Region, Macau Special Administrative Region and Taiwan. Hua Lizhi: How to serve customers with different needs? Qiu Zijie: Although Puyi eyewear is positioned as high-end eyewear, it does not mean that we only sell very expensive glasses. According to the needs of different customers, the group has set up different retail lines. In addition to PUYI OPTICAL (Puyi Glasses), the group also has a more popular and fashionable GLASSTIQUE; Positioning fashionable, casual, innovative and avant-garde 010 glasses; There are also women's eyewear concept store REFLECTIONS, men's eyewear store POINT DE VUE, and so on. The positioning and image of these stores are different, but the concept and values behind them are the same, and the focus is still on service and eyewear quality. Above: 010 storeAbove: REFLECTIONS storeHualizhi: According to the Chinese new generation of men's fashion consumption insight report released by Hualizhi, 16.9% of male users said that glasses/sunglasses were the most frequently purchased fashion items in the past year. What are the differences in men's eyewear needs? Qiu Zijie: The needs of male and female users are very different. As far as glasses are concerned, male users may have higher requirements for glasses, and the demand will be greater, not only for the quality of glasses, but also for the matching degree of glasses and clothing. This requires us to introduce more diverse styles and provide more professional advice. As far as the current eyewear market is concerned, the space for the men's high-end glasses market is very broad. That's why we opened POINT DE VUE stores to serve men who need glasses. Above: POINT DE VUE Gorgeous Ambition: How to improve the technological content of glasses? Qiu Zijie: For example, in cooperation with Zeiss Optics, Puyi Eyewear is the first in the world to launch Zeiss Zhirui series lenses, and has 6 months of priority listing rights (including Chinese mainland, Hong Kong and Taiwan). The newly launched ZEISS Zhirui lenses use the "age optimization" concept proposed by ZEISS innovation, taking into account the differences in pupil size of consumers of different ages, and make corresponding optimization designs to meet the changes in the pupils of people aged 20-60 and above.At the same time, ZEISS Zhirui lenses also use the concept of "intelligent dynamic optics" to optimize the design for the lifestyle in the mobile Internet era, in order to meet the needs of consumers of different ages who frequently change directions and distances for "intelligent dynamic vision". Q&A with Dr. Matthias Metz, CEO of ZEISS Group's Consumer Optics Business: Why did you decide to cooperate with the Puyi brand? What are the thoughts behind it. How did the two sides get married? Matthias Metz: The cooperation between ZEISS and Puyi Eyewear took a year of negotiations, and finally decided to make Puyi Eyewear the first in the world to launch ZEISS Zhirui series lenses, with 6 months of priority listing rights (including Chinese mainland, Hong Kong and Taiwan). There are two reasons why we chose to work with Puyi: On the one hand, ZEISS and Puyi Eyewear share the same philosophy, and we have always paid close attention to the specific needs of each consumer, carefully selecting the right style for each customer and customizing the eyewear. Puyi Eyewear stores have advanced optometry and eye care equipment to provide customers with personalized service, and this "customer-oriented" value is also very important to Zeiss. On the other hand, China is a fast-growing market and Chinese consumers are becoming more and more concerned about vision protection, which is why we chose Greater China as the first place to launch our ZEISS ZEISS Sharp lenses. Hua Lizhi: Which other fashion brands has ZEISS worked with? What factors are considered when choosing a brand to work with? Matthias Metz: We've had very successful collaborations with brands in the past. For example, in 2017, ZEISS teamed up with Mercedes-Benz to carry out a cross-border cooperation on driving safety and released ZEISS driving lenses. When it comes to collaboration between brands, we have a few things that matter most. The first is whether the values of the two brands are suitable, and the second is whether the technical cooperation between the two parties can create professional products to lead the market. The third is whether the products can meet the needs of emerging consumers, such as meeting the new lifestyles of young people. In addition to brand collaborations, we also collaborate with universities and research institutes in China to conduct more research and innovation. Hua Lizhi: What is the current position of the Chinese market in the global development strategy of the ZEISS Group? Matthias Metz: China is an important market for ZEISS, not only for the consumer side, but also for production and research. On the consumer side, ZEISS's sales in China have continued to increase, accounting for more than 20% of the Group's sales share. From the production and R&D side, ZEISS has set up a R&D center in China, which also shows the confidence and determination of the management to develop the Chinese market. Last year, the "ZEISS New Vision Project" was announced in Guangzhou, which aims to provide the ZEISS Group with the world's largest manufacturing base for high-refractive index, high-end customized functional optometric products and high-end ophthalmic appliances. At present, the topic of "myopia" has received more and more attention in China. At present, ZEISS invests about 10% of its total revenue in R&D, and invests heavily in product research and development for young people in an effort to slow down the progression of myopia. In the future, ZEISS will also increase its investment in innovation and R&D in the Chinese market, and pay more attention to providing consumers with high-quality vision care services to protect their vision health. In the Puyi eyewear store in WF Central, we experienced a ZEISS 3D positioning glasses system. When the lights are turned on and the machine with 9 high-definition ZEISS cameras scans our faces up and down in a semi-encircling manner, we may feel the resonance between Puyi and ZEISS in terms of brand values, high-tech professional products, and customized services. Article source: Luxe.COhttps://luxe.co/post/100838