How the eyewear industry can use O2O to transform itself

How the eyewear industry can use O2O to transform itself

 

O2O for the eyewear industry,

 

It is both a spoiler and a facilitator.

 

The emerging glasses O2O industry has been particularly active recently, with LOHO and Glasses successively announcing the completion of Series B and Series A financing.

 

Different from the extension and expansion of the traditional glasses industry in the upstream and downstream of the business,

 

and other low-frequency fields such as O2O crazy burning money for traffic glasses need to change traditional channels to gain the favor of capital.

 

In addition to the sales model of traditional offline stores, the traditional channel reform At the beginning of the rise of glasses e-commerce,

 

A number of traditional star enterprises such as Daming Glasses and Baodao Glasses have chosen to cooperate with group buying and platform e-commerce to reach the Internet

 

This method is still the main way for traditional eyewear companies to embrace the Internet.

 

However, whether it is a group purchase coupon or a discount coupon, the process of consumer glasses still has to return to offline stores.

 

Online platforms only play a role in drainage.

 

In the view of Li Changli, the founder of glasses, the traditional glasses industry has the disadvantages of old model, many links, expensive rent, expensive decoration and low efficiency.

 

With the rise of e-commerce platforms, there are more and more players selling glasses through the Internet.

 

However, due to the lack of important optometry and glasses, most of them have been reduced to e-commerce of eyeglass accessories such as sunglasses and colored contact lenses.

 

The development of the Internet, especially the O2O online and offline integration model brought by the mobile Internet, is becoming the mainstream.

 

It is understood that consumers can inquire about stores and make appointments for glasses through the online mall.

 

Eyewear has been favored by consumers and capital by exploring new channels by providing door-to-door optometry services.

 

Different from the door-to-door opticians service, LOHO has its own design and production resources.

 

Through self-built platforms and self-operated stores, O2O closed loop is realized.

 

Burning money can also make money, and the eyewear industry has always been regarded as a huge profit.

 

According to glasses retail practitioners, the glasses sold by glasses chain enterprises are from the glasses factory to the shelves.

 

At least 3-6 links such as traders, brands, and agents must be passed

 

Each step will double the price of glasses.

 

In addition, the rising rent and labor costs are also eyewear companies with offline stores as the main model.

 

The reason why the price had to be raised.

 

For the above problems, glasses O2O companies have obvious advantages.

 

According to the above-mentioned person, compared with traditional glasses companies, glasses O2O companies,

 

In terms of investment and manpower, it can save about 80% of the cost.

 

According to the analysis of Beijing Business Research Institute, the O2O industry cannot avoid burning money in the market expansion stage.

 

It's just that it's more implicit in the field of glasses.

 

Even though the price of glasses purchased by consumers on the glasses O2O platform is relatively low,

 

However, there are still a lot of profits, which is also the reason why glasses O2O companies are frequently favored by capital.

 

It is understood that the current physical stores of glasses have covered Hangzhou, Shanghai, Beijing, Guangzhou, Shenzhen, Xi'an and other places.

 

However, the store of glasses did not choose to open a busy road, but in an office building,

 

Benefit users through the reduction of store rents and operating expenses.

 

At the same time, use online appointments, offline experience, optometry and glasses to complete sales.

 

For glasses O2O enterprises, the cost is mainly produced in production and brand promotion.

 

The rise of the concept of marketing Internet with O2O revolution and the promotion of capital,

 

It has made traditional eyewear companies feel the pressure.

 

Wang Zhimin, chairman of Xingchuang Vision, once said frankly that if offline enterprises do not have Internet thinking,

 

There is no future.

 

A few days ago, Wanda Group, Baidu and Tencent jointly funded the establishment of Feifan E-commerce.

 

Announced the signing of cooperation with a number of traditional retail brands such as Mark Huafei, Peacebird Men's Wear, and Ayazhi Fashion

 

Baodao Glasses is among them as a representative of the eyewear industry.

 

The rise of the Internet and the concept of O2O has changed the original model of the eyewear retail industry.

 

Wang Junqing, director of the cooperation center of the general research group of e-commerce of Peking University, said,

 

The advantage of O2O companies is that they can grasp and track consumer behavior through Internet data analysis.

 

Traditional eyewear companies should try to learn and rely on Internet tools to explore the added value of glasses products and more user needs.

 

The traditional glasses companies that "touch the net" in the form of group deduction coupons and discount coupons only give consumers more concessions.

 

However, it cannot meet the deepening service demands of consumers.

 

Recent glasses O2O financing at a glance In September, LOHO received $20 million in Series B financing, in September, glasses received tens of millions of yuan in Series A financing, and in June, Yinmi Glasses completed $7 million in Series A financing

 

Glasses.