Glasses at home The Wangke model subverts the traditional eyewear industry with high gross margins
Glasses at home The Wangke model subverts the traditional eyewear industry with high gross margins
In the eyes of many,
Wearing glasses is a bit of a hassle:
First of all, you have to find an optical store that you can trust
Choose the right frame and lens for your eye test.
After paying for it, you can't take it right away, because the lenses are made-to-order.
After two or three days, you have to come back to the store to pick up the finished product...... And now
The Internet offers you a second possibility:
at home or in a café
Go online and choose your favorite frame optometrist to visit the optometrist or fill out the optometry prescription online.
Three days later, a pair of glasses will be delivered to you.
On June 6, Ma Fu, CEO of Wangke Glasses, a leading O2O glasses platform in China, brought a subversive consumption experience to Changsha consumers.
Including Hangzhou glasses in the O2O test water has also achieved good results.
In the traditional concept of Mafu, the founder of Wangke Glasses, glasses is a high-margin industry.
The selling price of five or six hundred yuan is still high, but the industry insiders secretly complained, saying, "The glasses industry just looks very profitable,
But the cost pressure is very high."
So where do consumers spend their money on a pair of glasses? In addition to the cost of glasses design and manufacturing,
Store rent, decoration, expensive and low-utilization computer optometry processing equipment, and labor are all hard costs that traditional brick-and-mortar stores cannot cut.
Taobao has stimulated traditional department stores, and mobile apps have stirred up the urban transportation industry.
In fact, the seemingly unimaginable Internet O2O model has begun a subversive infiltration of the glasses industry.
Wangke Glasses has built its own O2O glasses platform, adopting the model of direct supply from brands and factories.
Cutting out the trader link and integrating the traditional eyewear production supply chain has enabled Wangke to provide consumers with high-quality, fashionable and low-cost eyewear.
In addition, the detailed information of the user's eyes and face data collected based on the optometry process also gives Wangke the courage to be more bold and innovative.
See U Optometry Box Generation In order to solve the user's optometry problem,
Wangke has developed the See U generation, which allows the prescription of glasses to be electronically placed on the machine.
The data is stored in the background system, so that the optical store does not need to buy optometry equipment repeatedly.
You can directly call the background data.
Not only that, Wangke is cooperating with the Massachusetts Institute of Technology to develop the second generation of See U.
Facial data such as power of both eyes, astigmatism, interpupillary distance, axis position and even face shape can be collected and stored directly and remotely with a mobile phone.
At present, the laboratory products have been successfully developed.
According to Mafu, the See U optometry box will be unveiled in Changsha in August and September this year.
At that time, hundreds of points will be distributed in densely populated places such as universities, libraries, cinemas, subway stations, and department stores.
In order to supplement the offline experience points, Wangke supports door-to-door service and directly makes an appointment with an optometrist to use a smart handheld optometry device for door-to-door inspection.
The fixed point and the flowing point have formed a relatively complete offline system for Wangke glasses.
Back to the glasses themselves.
The flexible Internet opticians have given consumers more surprises.
At present, the products on sale online are divided into two categories: famous glasses and independent brands.
Mafu said, "The Ray-Ban glasses we are selling are directly supplied by the brand.
Not only can you get a 50% discount or even lower, but you can also get uncommon foreign styles. ”
"In China, glasses are still low-frequency functional products, while abroad,
Glasses have become a fashion decoration for high-frequency consumption, so what Wangke wants to do is 'the second glasses of the Chinese'.
Glasses should also be subdivided according to different scenarios of work, life, study, and socialization. ”
Wangke's self-designed glasses are made of Italian high-end plates and TAC polaroid lenses.
Frame styles are also available by partner Italian designers.
Wangke Glasses launched the "five pairs of try-on" service, in order to ensure that a pair of glasses finally arrived in the hands of customers is satisfied.
Wangke provides a series of guarantees in the after-sales process.
Based on the user's facial data, Wangke can recommend suitable glasses to the user.
Five pairs of try-ons, the implementation of free shipping back and forth free service, can allow users to choose carefully without worries.
Even if you are not satisfied with the purchase and wear, you can return or exchange the product within 30 days.
Mafu's decision is not unreasonable, "Full trust is the way for consumers to build goodwill and loyalty to the brand.
And this trust is common abroad. ”
In Mafu's vision, the emergence of Wangke may be able to redirect and optimize the sales terminals of the traditional eyewear industry.
Wangke's advantages in Internet marketing and the industrial space of cloud database are also worth looking forward to.
However, how to meet the user's demand for accurate refraction and image enhancement? How to implement after-sales and maintenance services? How to roll out offline points and cover more effective people are all issues that Wangke needs to consider.
However, what can make this post-80s entrepreneur breathe a sigh of relief is that
One year after the operation of the Wangke project, it took only one week for Mafu to finalize the A round of investment of Qifu Capital.
It has become a brand worth 200 million.
Spectacle refraction.