Is the eyewear industry profitable or cheap_
Is the eyewear industry profitable or cheap?
Over the years, the media has been reporting news about the profiteering of the eyewear industry.
The author feels helpless and sad.
The media lacks an in-depth and comprehensive understanding of the industry, one-sided reports,
Many consumers mistakenly believe that glasses are profiteering, and from the perspective of practitioners, there is a certain one-sidedness in this kind of report.
In the process of reporting, it may only be revealed and analyzed from the perspective of consumers, so they only understand the cost of glasses themselves, but do not know the specific composition of glasses cost and other factors.
The following is just the author's humble opinion, the benevolent see the benevolent and the wise see the wise, if the officials feel unreasonable,
Just laugh it off.
One of the things that consumers often think and often say is:
Wearing glasses is a huge profit! Is that really the case? Is this correct? If it were possible to go back ten years ago,
Because just like the black-hearted businessmen who are now exposed, it is very common to get in and out of the low
So at that time, there were many people in the industry who made money.
And are today's consumers really so "ignorant" to make huge profits in the industry? Haven't prices changed now? price index change,
Doesn't the gross profit have to go up? Let's look at the profit margins of other consumer industries:
The beef noodles in the breakfast shop are 18 yuan a bowl
The cost is less than 6 yuan, a steak is 80 yuan, and the actual material cost is 20 yuan.
The average gross profit in the restaurant industry is about 75%, and the consumption cycle is almost 7 days.
Fifteen years ago, it cost about 150 yuan to make a tooth, which was about the same price as a pair of glasses.
Now a tooth costs more than 3,000 yuan, but the average price of glasses in general optical stores is still 200-500 yuan.
Do you know the cost of products for teeth? His gross profit is close to 90%.
From the above analysis, we can know that as long as there is a technical industry, the gross profit must be maintained at more than 70% in order to make money.
"The eyewear industry is a "profiteering" industry" This view has been deeply rooted in the concept of consumers.
And when I learned that a pair of ordinary glasses frames that cost hundreds of dollars might cost only a few dozen yuan at the factory price,
Perhaps no one has paid attention to the characteristics of the industrial chain itself
The term "windfall profits" simply compares the ex-factory price with the final retail price
And all kinds of costs are not taken into account, because in addition to the cost of the product, there is equipment,
Technical renovation, rent, personnel costs, electricity costs...... Calculate all expenses,
The cost of sales of a pair of glasses is constantly increasing, and there is not so much room for profit, how can it survive? And most media reports almost confuse the basic concepts of costs and benefits.
Equate the ex-factory price of some product components such as frames and lenses with the cost
Equating the selling price of the final finished glasses with the profit, and comparing the low-cost price of low-end products with the high retail price, these calculation methods and thinking levels are too superficial
Misinterpreting the profit of a product or service.
When determining the cost of a product or service, it is not enough to focus solely on the price of the raw materials it inputs.
More attention should be paid to the intangible costs such as the technology, brand and supporting services adopted.
After all, in the process of optometry technology research and development and glasses brand creation,
Eyewear companies have paid a huge cost in the past.
Therefore, the author believes that consumers should not ignore the cost that those companies have paid for it while enjoying the technology and brand of productization.
At the same time, due to their functionality, glasses are myopic or shaded.
The number of consumers who can change their glasses a year is already very fast.
A strange place is, why is the unit price of 150 teeth fifteen years ago now 3,000 yuan? And glasses have not increased because of rising prices? Why are there two different situations in the same industry with a long consumption cycle? In fact, this is a problem with the identification of self-worth in the glasses industry.
Dentists consider them to be skilled in their work
And our eyewear industry has despised its own technical value! The root of the "huge profits" in the glasses industry lies in the "free optometry and free processing"
The value of optometry technology is hidden! Under standard technical conditions, the refraction time is between half an hour and one hour,
Complex cases take about two hours.
In general, the preliminary estimate is that the cost of optometry is about 50-100 yuan.
The processing cost is about 25-30 yuan.
Since optometry and optometry are highly complex technical work, domestic optical stores generally use free optometry and free processing to attract customers.
Its value is hidden.
So the affirmation of self-worth is the key! Affirming one's own technical value is like a dentist affirming oneself,
Sigh that glasses are optometrists with professional optometry skills, obviously they are all from technical backgrounds, why is the difference in treatment so big? In fact, the affirmation of self-worth is the key.
The difference between us and dentists and even other professions is only in the recognition of self-worth.
Nowadays, there are more and more optical stores, and the only way to survive is how to use the popularity and functionality of products to improve performance.
After all, the eyewear industry has stood still for so many years, think about your dentures and your optical shop,
Think about it! Profiteering or cheapness
It depends on a thought! (Note:
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Glasses brand opticians.