Online and offline linkage of the eyewear industry

Online and offline linkage of the eyewear industry

 

Reduce product categories, delineate target groups to do refined services, and intensively cultivate target cities.

 

Do fine not do big thought on the product, not on the decoration,

 

This is how eyewear evolved.

 

Browse several well-known eyewear chain stores in Hangzhou, most of which are on both sides of the street.

 

Hundreds of square meters of luxury storefronts

 

The products on display are numerous:

 

Sunglasses, reading glasses, myopia glasses, contact lenses...... Everything but the kitchen sink.

 

But Lee Chang-ri did the opposite, driving the glasses that had been sold online for 8 years into the shopping mall.

 

There are not many products that only sell myopia glasses, "sunglasses also mean to hang a few pairs,

 

is not the focus of sales" physical store decoration compared to several major glasses chain brands,

 

It can only be said to be plain.

 

The reason why Li Changli has such an offline layout,

 

The reason is that he made a judgment about the future of retail:

 

There will inevitably be a move towards e-commerce and one-stop shopping malls.

 

How to connect the two formats, they are trying.

 

Offline layout Li Changli sold as early as 8848, and later established an official website.

 

After that, he entered Taobao to open a store.

 

This veteran glasses e-commerce company is in a public opinion that the traditional retail industry will be impacted by e-commerce.

 

In recent years, it has begun to lay out offline

 

There are currently 10 stores opened:

 

4 in Hangzhou,

 

1 each in Beijing, Shanghai, Guangzhou, Shenzhen, Nanjing and Ningbo, with more in the pipeline.

 

"The future of retail will change, e-commerce, shopping malls will become the mainstream of the retail industry.

 

Li Changli's judgment was based on:

 

The online shopping and shopping mall experience will outweigh that of a street-level store.

 

Online shopping can provide more shopping information, rich product categories, and more diversified display methods of product information.

 

The intensification of competition and the intervention of platforms have also guaranteed the after-sales service of online shopping.

 

"A shopping mall with a shopping environment far beyond a street-side store will be like a black hole.

 

Attract all the people within a radius of 2-3 kilometers to eat, drink, park and taste here, and the service center is readily available.

 

Street stores cannot provide similar shopping environment and services, and it is difficult to protect rights if there is an after-sales problem.

 

There is simply no way to compete with the shopping mall. ”

 

It is also an offline store, but glasses are different from other glasses stores that pursue luxury and style.

 

The store has an area of only a few tens of square meters, 3 to 4 employees,

 

Hundreds of styles only sell myopia glasses, and the decoration pursues simplicity and warmth; And most of the optical stores,

 

In particular, brand eyewear stores with a certain reputation are often hundreds of square meters of business area

 

Glasses products ranging from tens of yuan to thousands of yuan are followed, followed by a large number of sales employees.

 

It is reported that the annual turnover of physical optical stores is generally about 100 to 1.5 million yuan.

 

"Therefore, we should not blindly do luxury, but increase the output value per square meter."

 

Li Changli counted several advantages of optical stores not pursuing luxury style:

 

Low decoration cost, low inventory cost, low personnel expense, low training cost.

 

"There are thousands of frames and lenses, and the professionalism of the staff can't keep up.

 

And our employees only need to study myopia lenses.

 

We also don't make high-end glasses, and the customer base is set in small white-collar workers.

 

In this way, the service can be refined. ”

 

"Glasses are a special commodity, a commodity that is just needed, but not a fast-moving consumer product.

 

How many customers do you come to an optical store a day to place an order? Such a product

 

It's enough to open a store of dozens of square meters, why do you need an area of hundreds of square meters? Li Changli follows this idea to operate offline stores.

 

"The cost of the retail industry is composed of three elements: people, objects and fields to ensure quality.

 

It is impossible to reduce the cost of products, so it is inevitable to reduce the cost of personnel and space. ”

 

Since its birth, continuous innovation glasses has pursued innovation in sales model and service.

 

On May 10, 2005, glasses pioneered online glasses, and in 2006, the service of uploading photos and simulating try-on was launched on the official website.

 

However, limited to consumer photography technology, the service is not very effective.

 

At the same time, in order to promote the standardization of online optics, they are also the first in the industry to recommend consumers to go to an eye hospital for medical optometry.

 

How to reduce the price and improve the cost performance of the product? Their approach is to sell the product to the customer is appropriate,

 

And not expensive.

 

"85% of domestic myopia lens users are below 600 degrees, and 1.61 aspherical lenses are sufficient; Users with more than 600 degrees,

 

We recommend upgrading to 1.67 lenses. ”

 

Lee Chang-ri does not advocate selling expensive lenses to customers.

 

Although recommending the right lens seems to sacrifice part of the profit,

 

However, it provides the possibility for the glasses to launch a whole-mirror sales model in 2012.

 

The so-called whole lens sales are packaged and sold with lenses and frames.

 

It is no longer priced separately as a product; Other optical stores still price glasses and lenses separately.

 

Pick the frame first, then the lenses.

 

"The advantage of whole-mirror sales is that the prices and product information provided to consumers are clear at a glance.

 

Avoid wasting time on consumers going back and forth on choices. ”

 

Another basis for the sale of whole glasses is that 70% of the products of glasses are private labels.

 

The top three eyewear manufacturers in China are responsible for processing.

 

Unlike other optical stores, where most of the products are sourced from multiple brands,

 

Different brands of lenses have different prices, resulting in different frames and lens combinations.

 

After entering the offline, the first thing to do with glasses is to have the same price as online and offline.

 

"Users learn about product information and prices online, and if they come to contact the product in an offline physical store,

 

If you have a perceptual understanding of the product and the price is consistent, customer satisfaction will increase. ”

 

Li Changli said that serving customers in as many regions as possible is why physical eyewear stores are set up in major cities.

 

70% of the sales of online-to-offline linkage glasses are completed through online stores.

 

Offline brick-and-mortar stores accounted for 30%.

 

"In the future, the proportion of sales in offline stores will increase with the increase in the number of stores.

 

The future of retail, brand image, product information online,

 

But the customer experience is in shopping malls, especially in the personalized, customized goods like eyewear. ”

 

The network layout is illustrated and textual, so that as many consumers as possible can understand the product and brand,

 

It quickly established an initial impression of the brand.

 

Deepening trust in the product also requires the help of the store, "In the store we can do better service than online." ”

 

How to import users from the network to offline is a link that Li Changli is optimizing.

 

Glasses for the city that has been deployed to lock the area of network marketing,

 

Buying keywords on online advertising platforms such as Baidu and Taobao can only be seen by consumers in designated regions.

 

Locking the geographical network marketing, so that the limited promotion cost of glasses is more realistic.

 

At the same time, it has also carried out in-depth cooperation with Dianping.com, and let consumers in cities who have been deployed understand glasses through group buying, property grabbing, hard advertising and other forms.

 

"Let them go to the online store to learn about the product, the brand and the concept.

 

Then guide them to go to the offline store to feel the service, and accept our products and concepts in the service. ”

 

"What the customer takes away, do it with heart, and what the customer can't take away,

 

Spend less on snacks. ”

 

Li Changli leaned to the product as much as possible in terms of cost, which made the glasses "not big" but developed very steadily.

 

Although the annual sales do not exceed 100 million yuan, it does not need financing to support the cost of entering the offline market.

 

At the same time, Li Changli believes that:

 

It is easier for offline brands to go online,

 

The basic supply chain module of the brand is relatively complete, and only the front-end of the network needs to be done.

 

It is more difficult to go online and offline, there is no talent reserve, and the standards of chain stores need to be explored by themselves.

 

It is also necessary to solve problems such as supply chain, investment promotion, store site selection, and decoration

 

It's more difficult.

 

"Online and offline are two different sales channels, but they need to be linked.

 

Supporting each other, not just independent of each other. ”

 

This article is reprinted from "Zheshang" magazine:

 

http://www.zjsr.com/detail-78963.shtml。