Eyewear industry transition

Eyewear industry transition

 

When a pair of affordable glasses of tens of yuan are "popular",

 

When the number of optical shops on the streets of Changxing increased from a few to dozens today

 

When the eyewear industry is becoming more and more transparent...... Brother Jin knew it clearly in his heart

 

Business is not as good as it was a decade ago.

 

As the owner of Kangming optical store, he is also one of the early people in Changxing to open an optical store.

 

What the golden brother is thinking about now is how to break through from this "battle for hegemony".

 

In the past, the golden brother was from Wenzhou, so he upheld the shrewd and hard-working characteristics of most Wenzhou people.

 

In 1990, Wenzhou's glasses industry continued to heat up, and many Wenzhou people began to look for markets in the surrounding areas.

 

The golden brother in his early 20s also came to Changxing with enthusiasm.

 

At that time, the liberation road in Changxing was not so wide, and the plane trees on both sides were not as tall as they are now.

 

But Brother Jin chose the shop on the side of the road at a glance and decisively rented the storefront.

 

Hang up the sign of Cumming glasses.

 

For a long time after that, Kangming Optical Store became the best choice for Changxing people to dispense glasses.

 

"At that time, there were not many optical stores in Changxing, so business was relatively easy."

 

Recalling the scenery at that time, Brother Huang was very satisfied.

 

At that time, although the unit price of glasses was relatively low, the sales volume was large, and dozens of pairs could be sold in a day.

 

The monthly sales are quite large.

 

Although Brother Jin can't remember the specific data, it is undeniable that

 

The huge profits of the glasses industry have indeed made this Wenzhou person make a lot of money in Changxing.

 

In 1996, Kangming Optical Store expanded from more than 40 square meters to more than 100 square meters.

 

"2000 was a good time for the market, and we occupied a large market share in Changxing.

 

Sales are also very good. ”

 

It is the bullish market all the way that makes Golden Brother more confident in becoming bigger and stronger in this industry.

 

In 2002, he simply bought the originally rented storefront.

 

Today's fight for the cake Kangming glasses business is booming, attracting many people to follow the pace of the golden brother.

 

Li Haifang, the owner of Xueliang Glasses Store, who is involved in the industry, is one of them.

 

Li Haifang is an ophthalmologist who cares about eye care.

 

In 2003, Xueliang Glasses Store located in Jinling Middle Road opened, with relatively affordable prices and accurate positioning of the main student group.

 

Make it stand firm in the Changxing market all of a sudden.

 

"In fact, the main group of glasses in Changxing is still students, and this group is concerned about the price and quality of glasses."

 

Li Haifang said frankly that glasses are a kind of "just need", which is necessary for people with myopia.

 

Especially for the student body, because they are still in the growth stage,

 

Vision is constantly changing, so you need to change your glasses more often.

 

There is a great demand for eyewear.

 

It is precisely because of the strong market that in addition to Xueliang glasses, there are many people who squeeze into this glasses industry.

 

Feihu glasses, glasses affordable supermarket, lean glasses...... A series of brands have sprung up,

 

It is distributed in the streets and alleys of Changxing County.

 

"I don't know what the situation is, but all of a sudden I feel that Changxing is full of optical stores."

 

At this time, Golden Brother obviously felt that some customers were being diverted.

 

"Although many regular customers believe in our quality, they will still choose our store.

 

But we still have some loss of the student body. ”

 

In addition, many affordable optical stores continue to emerge, and consumers seem to realize that the price of glasses is not exactly as high as imagined.

 

Choosing affordable glasses is also a good option.

 

Many people also equate "glasses" with "huge profits".

 

"In fact, the cost of glasses is not as low as everyone thinks, and there is indeed no shortage of cheap lenses and frames on the market.

 

But it is true that different materials have different effects. ”

 

Brother Huang believes that every penny is worth the price, and this truth will never change.

 

At the same time, Li Haifang also pointed out that the cost of optical stores is not only raw materials.

 

At the same time, it also includes labor, site, equipment, etc., and the profits obtained as a result are within a reasonable range.

 

Seeking breakthroughs Peer competition is becoming increasingly fierce, and consumer demand is constantly improving.

 

It also makes opticians have to think about how to tap their potential and maintain their market share.

 

"What we insist on is technology, the same pair of glasses, good or bad optometry,

 

Whether the finished product is comfortable or not depends on the skill of the staff. ”

 

Among the more than 10 employees of Cumming Optical Store, there are two optometrists who hold national second-level technicians.

 

Many others are high-end optometrists.

 

Because of his professionalism, he was able to earn trust and had many repeat customers.

 

Kangming optical stores rarely discount, the membership discount is 9.2% off, many people will think that this price is very high,

 

But Brother Huang said that he will stick to this point in the future.

 

"Technology is fundamental, and that's the key to opticia.

 

But we will focus on cost savings and young people as the way we go. ”

 

Teenagers are the main group of people in Changxing's optical industry, and Xueliang Glasses has always adhered to this.

 

In 2011, the store was recognized as a Chinese youth myopia prevention education and counseling station.

 

Since then, I have become more connected with teenagers.

 

"We often go to schools regularly to carry out vision tests, and we have a myopia prevention and control program."

 

Every weekend, many parents will bring their children with pseudomyopia to physical therapy.

 

Li Haifang said that about half of the children with mild myopia,

 

Vision can be improved to 1.0 with treatment.

 

Testing the O2O model There are more and more optical stores, but there are still people who continue to break into the market.

 

Eyewear intends to occupy a position in the market through a new O2O business model.

 

On the fifth floor of Yaohan, glasses can be called "mavericks".

 

In the open counter, each style has only one pair of glasses,

 

There is no stock and no machining center.

 

"This is equivalent to a physical experience store, which is sold through a combination of online e-commerce platforms and physical eyewear stores."

 

Wang Jiacheng, the store manager, said that customers can first choose glasses online.

 

Then come to the physical store to enjoy the fitting and optometry service, you can also come to the free optometry first, and then order online.

 

Compared with traditional optical stores, glasses can further save personnel costs and equipment costs.

 

At the same time, there is no need to worry about inventory.

 

After solving the cost, another main way for glasses is to sell the whole glass.

 

Prices are more transparent.

 

Frames and frames are sold as a whole, with prices ranging from 199~599 yuan.

 

Consumers can determine the price before making a complete selection.

 

The competition in the optical industry is becoming increasingly fierce, and many stores in Changxing are closed.

 

There are also many stores that "stick to it".

 

Every optical store wants to be able to occupy more market share.

 

Survive strongly.

 

Who will win will take time and the market to test.

 

To grasp the demand is to seize the business opportunity With the development of society, the myopic population tends to be younger.

 

And the number is constantly increasing.

 

This also means that the optical market still has very strong potential.

 

But there is a market, it does not mean that the business is good, when more and more people share this piece of cake,

 

Stabilizing one's position and occupying market share is the key.

 

Only when a store truly considers consumers can it maintain a good relationship with customers.

 

Today, the price of the glasses industry is becoming more and more transparent, and consumers have higher and higher requirements for glasses.

 

Whether it is the price or the product, you can know it through the Internet.

 

In this case, quality is the foundation of management.

 

Any consumer wants to be of guaranteed quality for what they buy.

 

The same is true with glasses, which are of good quality and comfortable to wear in order to be accepted and recognized by the public.

 

The price of a pair of glasses can range from 100 yuan to 1,000 yuan, and the difference between them cannot be explained.

 

This requires optical stores to start from professionalism and from the perspective of consumers.

 

Provide them with appropriate advice.

 

Some people are concerned about the price, and for this part of the population, opticians need to meet their price expectations under the condition of meeting their price expectations.

 

On the contrary, if you just blindly promote high-priced products,

 

It will attract consumer disgust.

 

Some people care about brands and are willing to pay a high price for a pair of branded glasses.

 

For this part of the people, the price is not the main influencing factor, what the optical store needs is to control the quality of the brand.

 

Let consumers really feel value for money.