Ray-Ban embraces Meituan-Dianping to accelerate the digital process with O2O On December 9, Luxottica and more than 30 o

Ray-Ban embraces Meituan-Dianping to accelerate the digital process with O2O On December 9, Luxottica and more than 30 of its high-quality eyewear brands joined the Meituan-Dianping 123 shopping party The eyewear category appeared as an important channel for the first time in the shopping festival. Image source network, it is understood that Luxottica ranks No.1 in the glasses industry, and has more than 30 high-quality glasses brands such as Ray-Ban, Vogue, COACH, Oakley, EMPOIO, ARMANI, and Burberry.

The participation in the O2O Shopping Festival is intended to explore the effective digital drainage model of the brand and realize the complementary advantages of online and offline. All of Luxottica's brands participated in the event and authorized JOOJ to do the entire digital promotion.

As early as June 2015, Luxottica authorized JOOJ to conduct O2O testing for 10 stores of its Vogue brand, according to Luxottica. In August, Luxottica and JOOJ conducted a second round of testing for 180 stores in four cities under its Rayban brand. This participation in the 123 Shopping Festival is the third round of O2O testing conducted by Luxottica. In order to expand the scale, JOOJ led Dianping to create a glasses category at the 123 Shopping Festival, launched a 1 yuan to 50 yuan campaign, and sold a number of high-quality glasses packages.

The test event covered nearly 30 cities and 1,000 stores. It is reported that JOOJ is an Internet data service platform founded by Xing Kechun (Fred), which serves major vision health companies such as Luxottica, Johnson & Johnson, and Essilor with the vision health industry as the entry point, and provides digital services for brands in China.

In September, JOOJ signed a strategic cooperation agreement with Dianping, committed to jointly creating O2O service value in the eyewear category. According to the analysis of industry insiders, although the development of O2O has generated a lot of bubbles and pseudo-demand, it is a right way for traditional brands to accelerate the digital process with the help of O2O.

In particular, the glasses industry needs to go offline to optometry, adjustment, and try-on, these services cannot be realized online, and it is difficult for e-commerce to break through in the past, and O2O just meets the needs of the glasses industry. The high-end eyewear brand group promoted the eyewear industry to appear in the shopping festival as an important channel for the first time, which will accelerate the e-commerce and digitalization of the eyewear industry.

Ray-Ban.