In the face of the impact of online e-commerce, how should the glasses industry respond With the development of the netw
In the face of the impact of online e-commerce, how should the glasses industry respond With the development of the network economy, the predatory business mode of glasses e-commerce "cutting green seedlings" has made the already difficult glasses industry more difficult, not only squeezing market share, but also seriously eroding the customer unit price and price trust of physical stores. In the face of the industry crisis of online e-commerce, the struggle of any single physical store is futile, and the eyewear physical store can only be undefeated under the coordination and guidance of the optical chamber of commerce and industry associations.
Due to the particularity of the glasses themselves, different from clothing, shoes and hats, daily necessities,
The business model of glasses e-commerce has many congenital deficiencies and dead ends: 1. Contact lenses. Although the commodity characteristics of contact lenses are the most suitable for online operation, contact lenses belong to Class III medical devices and are included in the supervision of the "Medical Device Business License", although the "big pharmacies" that are the main body of online sales of contact lenses have handled the medical device business license, but it is based on the conditions of their physical stores (companies), which does not include the license for online sales of contact lenses, and the regulatory system for online sales of medical devices has not been introduced so far, so online sales of contact lenses have always been illegal.
In recent years, the China Optical Association has been promoting the ban on online sales of contact lenses, and has made great progress.
(Recommended reading: If you want to buy regular Johnson & Johnson contact lenses, you need to look for four conditions: 2. Eyeglasses. Due to the cancellation of the glasses fitting production license, there is indeed no legal obstacle to the placement of eyeglasses by glasses e-commerce, but the business model of e-commerce "air" fitting has certain risks to the safety of consumers' vision health, and the prescription glasses are "customized goods", and many merchants are not protected by Taobao's "barrier-free return" clause, not to mention that the glasses e-commerce company with low-price competition as the forerunner can say that most of the "brand" frames and "high-end" lenses sold by it are counterfeit and shoddy products. The Optical Association should contact and cooperate with the industry and commerce and consumer protection departments and the news media to jointly "purify" the online market and effectively protect the visual health and consumer rights and interests of consumers [if necessary, the inside story of "Internet glasses" can be put on CCTV 3.15 party or "Weekly Quality Report" to be exposed].
3. The business model of glasses e-commerce is actually a kind of "parasitic" behavior of "two ends outside", using the "free optometry" and low "processing fee" and free "after-sales" that are common in the glasses industry. In this regard, physical stores can completely adopt measures such as "charging optometry", increasing processing fees for incoming films, and "charging services for foreign glasses" to "draw salaries from the bottom of the kettle", but the single-store action of "doing its own thing" is useless and must be effective through coordinated action of the whole industry.
Therefore, local optical industry associations should take the lead in formulating the "guide price" of optometry fees, processing fees and repair costs in their own regions (basic optometry data can be free of charge, to meet the needs of old customers and the actual operation of optical stores, all optometry fees can be fully deducted from the price of in-store prescription glasses, that is, the refraction of customers in our store is still free); Optometric fees, repair fees and increased processing fees can not only resist the parasitic exploitation of physical stores by glasses e-commerce, but also effectively improve the social status and professional honor of glasses practitioners, and in turn promote practitioners to actively improve their technical level and professionalism.
Franchise contact lenses.