Optical stores have joined to break through, and the new model of glasses O2O has gradually become an outlet
Optical stores have joined to break through, and the new model of glasses O2O has gradually become an outlet
For all eyewear retailers,
Joining is not only a choice, but also a science.
Saying goes:
Men are afraid of entering the wrong industry, women are afraid of marrying the wrong man, joining is like looking for the right person,
Choose the right husband and noble wife Rong Fei Huang Tengda, and choose the wrong one is to marry a chicken with a chicken and a dog with a dog,
Busy all his life to earn food.
Under the general trend of rapid integration of the Internet and physical stores, for many small stores or entrepreneurs with insufficient strength,
Choosing to join the breakout stand on the platform of the strong and borrow a boat to go to sea is undoubtedly one of the best choices.
But in the face of gangs of glasses, how should small and medium-sized optical stores choose the martial arts sect that suits them? For small and medium-sized optical stores or entrepreneurs who decide to join,
Joining is not only a choice, but also a science, because who chooses to join directly determines the future development of the franchisee.
As the saying goes, men are afraid of entering the wrong line, women are afraid of marrying the wrong man, joining is like finding the right person,
chose the right husband and noble wife Rong Fei Huang Tengda, and the wrong choice was to marry a chicken and a dog and a dog.
Busy all his life to earn food.
Since May 2016, the glasses franchise business has seen explosive growth.
The company wanted to write a related article to report, but in fact, the author felt that it might be more meaningful and valuable to analyze the internal reasons.
1. What do franchisees choose? From the perspective of franchisees,
The reasons why franchisees choose to join mainly lie in four aspects:
The future operation is inseparable from Guang Open Source
Be diligent and throttle.
From the analysis of the throttling level, the investment cost analysis of the franchise, in the fierce market competition,
The future operation of optical stores must be inseparable from careful calculations, such as business area,
Rent for decoration, goods, personnel, inventory, equipment, training, etc.
From the perspective of open source, it is necessary to open source, from the Internet drainage, Baidu,
Tmall JD, Volkswagen, Meituan, Weibo, WeChat, Forum,
The infiltration of the air and earth network such as community colleges and universities, and the ground forces from the original waiting for the rabbit to take the initiative and a series of planning and marketing,
Get quick access to the richness of your featured products within a few kilometers around,
Transparent business environment such as cost-effective advantages, services and technology.
If the above two core elements are not analyzed clearly, it will be difficult for future operators.
In addition, due to the limited purchase volume of small and medium-sized optical stores and new entrepreneurs,
Insufficient resource integration ability not only makes it difficult to obtain preferential purchase prices from suppliers,
And it is also difficult to organize some competitive and differentiated brands and products
Therefore, the use of franchise to solve the problem of source organization and purchase cost advantage,
Undoubtedly a better solution.
And many franchise chain enterprises have the ability to do this.
The second is to join into the training and learning system.
The market situation is changing rapidly, and market competition is the competition of information and learning ability.
Whether an optical store can continue to develop and expand rapidly depends on its person in charge of grasping the market and the learning and comprehension ability of the store team.
Since eyewear retail involves a wide variety of information and knowledge, such as technical know-how, product knowledge, and management skills,
Small and medium-sized optical stores and entrepreneurs do not have such training and education teams
Most of the opportunities available in the market are sanda learning opportunities with different purposes
Therefore, it is very important to choose the training and education system of the franchise object.
The third is to join and share the brand feast.
Of course, for many small shops or entrepreneurs, there is another important reason why they choose to join the development.
That is to share the brand influence of franchisees in the hearts of consumers.
Because the brand influence has a significant role in promoting the business of the franchisee.
However, the brand influence of the franchise object should be viewed in two ways.
The first is the brand influence of the industry, and the second is the brand influence in the consumer group.
Therefore, the biggest help for franchisees is the brand influence of franchisees in the minds of local consumers.
rather than industry brand influence.
Due to the fact that many glasses chain brands currently have a large regionality,
For example, brand A has a very high brand influence in the A market, but it may not have a high brand influence in a different place hundreds of miles away.
Because there is a retail brand of glasses in B that is dominated by B, if the small store in B wants to join brand A,
It is also necessary to understand the brand promotion desire and brand promotion ability of brand A in place B
Otherwise, the so-called brand influence is at most a signboard.
Fourth, join to achieve better development.
Of course, in addition to solving the purchase cost of the product and learning and brand problems,
The most realistic desire of small and medium-sized stores and entrepreneurs to join is to achieve better development
To achieve this purpose, the key issue is to examine whether the franchisee has a strong store drainage ability.
Only the increase in customer flow can promote the improvement of store performance and achieve the rapid development of stores.
Therefore, Article 4 for many small shops or entrepreneurs who want to join the development,
It is the top priority of whether the husband and wife can fly Huang Tengda after joining.
Second, where is the trend of glasses retail in 2016, the total sales of optical stores in the country will decline by about 10%-15% as a whole,
Online, on the other hand, continues to grow.
This contrast of decline and increase has not only caused unprecedented pressure on retail stores,
It also made physical stores clearly understand the importance of online.
Although since the second half of 2015, hospital optometry centers have become one of the hot spots in the entire industry,
However, no matter what the model, it cannot get out of the general trend of offline and online going hand in hand.
Therefore, O2O is an inevitable outlet for the future development of glasses retail.
Online brands with strong online influence and rich O2O experience have become valuable resources for franchise selection.
And it is one of the rare online brands that join online.
3. Why did the franchise suddenly break out? From May 2016,
The franchise business suddenly showed rapid growth, and even the small payment responsible for its franchise department was a little surprised by this.
Ask me why? In fact, the rapid growth of the franchise business is inevitable in accident.
First, many optical stores have realized the importance of online and have a realistic need to find online brand cooperation; Second, after 10 years of precipitation and persistence,
It has not only built a complete commodity system and established a more mature operation team
At the same time, it has accumulated rich experience in O2O operation, and it is also an excellent online brand that has adhered to O2O development for 10 years.
And the author has secretly conducted a telephone survey on some franchisees,
Some franchisees not only attract up to 50% of online traffic, but this is where the power of online drainage lies.
It can be said that the sudden outbreak of franchise business is the inevitable result of the general trend of industry development and 10 years of accumulation.
It indicates that the O2O outlet for glasses retail is gradually forming.
Friends who are interested in joining,