The glasses boss will take you to explore the way out of the glasses industry

The glasses boss will take you to explore the way out of the glasses industry

 

At present, the Internet has become a sea in front of all traditional business enterprises.

 

In the eyes of good swimmers, it is a blue ocean, endless, magnificent,

 

It is full of infinite temptation and imagination; In the eyes of bad swimmers

 

It was a Red Sea with rough waves and swirling undercurrents, which was terrifying.

 

In the face of the new era of consumption created by the Internet, how should the glasses industry find a way out and develop rapidly? The following are some of the best writers in the field of e-commerce, retail, supply and consulting in the eyewear industry.

 

Share new views on industry development and discuss the general trend of industry development.

 

1. The impact of the Internet on the entire industry Liu Haiyong (General Manager of Nanjing Shike Glasses):

 

First of all, from the perspective of industry development,

 

The Internet has greatly shortened the supply chain, making the distance from the manufacturer to the consumer shorter.

 

The reflection is that the channel is flat, and the communication is fast, fast and convenient.

 

Significant efficiency gains.

 

Secondly, from the consumer level:

 

After the channel is flat and the information is fully transparent,

 

The increasing rationality and maturity of consumers leads to rapid decision-making, and the operational focus of each business is prominent.

 

As a result, the efficiency of the entire industry has been improved.

 

Li Changli Glasses General Manager Li Changli (Hangzhou Glasses General Manager):

 

The Internet will affect the entire industry in many ways,

 

First, price transparency makes it easier for consumers to compare prices; the second is to divide the passenger flow of traditional glasses; It turns out that customers can only wear glasses offline,

 

Now it can also be matched online; Third, in the future, the influence of e-commerce on consumer shopping will become more and more penetrating; Fourth, if there is no e-commerce in traditional optical stores

 

It means that there is no chance of competition.

 

Liu Ying (General Manager of Shandong Jiang Yukun Glasses):

 

Facilitation of purchase channels.

 

With the development of various online sales channels, the price competition of eyewear products is becoming more and more fierce.

 

Impacted the sales of some well-known fast-moving products, resulting in a rapid decline in their prices.

 

It is mainly manifested in sunglasses, contact lenses and other products.

 

2. What is the key to doing a good job in glasses e-commerce? Liu Haiyong (General Manager of Nanjing Shike Glasses):

 

In general, it's still a team; When it comes to specific competencies, it includes,

 

Professional ability (promotion, operation, brand), decision-making mechanism (flat decision-making mechanism), system (information transparency).

 

Li Changli (General Manager of Hangzhou Glasses):

 

First of all, it is necessary to have a deep understanding of the operation mode of e-commerce and have a team that is familiar with e-commerce; secondly, there must be good products with super cost performance; The third is that the focus of each stage of work must be grasped.

 

Because e-commerce changes relatively quickly; The latter is the professional foundation that cannot be ignored.

 

3. What are the disadvantages of glasses e-commerce compared with traditional stores? Liu Haiyong (General Manager of Nanjing Shike Glasses):

 

It can't be completely separated,

 

It should be interpenetrating, but as far as the original intention of the problem is concerned, the advantages of e-commerce lie in efficiency and scale.

 

The shortcomings lie in refinement and bargaining power.

 

Li Changli (General Manager of Hangzhou Glasses):

 

The future of the Internet is the trend,

 

Sales and brand synchronous development, huge development space; The disadvantage is that there is no optometry service,

 

There is a lack of face-to-face communication and a lack of temperature in product try-on.

 

Fourth, in the face of the in-depth development of the Internet,

 

What is the trend of eyewear e-commerce in the future? What kind of impact and change will it bring to the industry as a whole? Liu Haiyong, General Manager of Shike Glasses Liu Haiyong (General Manager of Nanjing Shike Glasses):

 

Glasses e-commerce is currently mainly selling goods through the Internet.

 

In the future, the Internet will be used to penetrate into the service level, and it is difficult to say how much change it will bring.

 

Anything is possible! Li Changli (General Manager of Hangzhou Glasses):

 

Glasses e-commerce must also develop in the direction of the 020 model

 

Towards a common link between online and offline.

 

The concentration of the industry will increase, the stronger the stronger, and the enterprises without the Internet will be eliminated.

 

In the future, 020 enterprises are the mainstream, and other stragglers will evolve the pattern of glasses retail enterprises.

 

There aren't that many bosses either.

 

5. Is there still a chance for physical optical stores to enter the glasses e-commerce? If there is,

 

Where is the opportunity? Liu Haiyong (General Manager of Nanjing Shike Glasses):

 

At present, the glasses e-commerce is still in the stage of selling goods

 

The big criterion for evaluating the e-commerce level is also the sales scale, but I feel that this evaluation should be problematic.

 

Enter the glasses e-commerce to do your own existing business "+ Internet" or "Internet +",

 

It doesn't have to be seen separately from the physical store.

 

So there must be an opportunity, starting from your own business, the e-commerce model is not just a way to sell goods.

 

Li Changli (General Manager of Hangzhou Glasses):

 

Opportunities are always there,

 

But this opportunity, whether you have a challenge or not, success is the key.

 

In the early years, domestic optical store companies have touched the Internet, and how many have succeeded? Because now into e-commerce,

 

The threshold is relatively high, the investment is relatively large, and talents are needed, and the opportunities for general enterprises are slim.

 

Joining an Internet company is also a path.

 

6. What is the impact of the Internet on eyewear retail? Hu Liguo, General Manager of Zhewen GlassesHu Liguo (General Manager of Chengdu Zhewen Glasses):

 

Although the Internet has brought many challenges to glasses chain enterprises,

 

At the same time, it also brings many positive factors such as search, group buying, reviews, payment, reservations, and personal information inquiries.

 

All of these conveniences can be used.

 

And the proportion is gradually increasing.

 

Chen Xiongwei (General Manager of Fuzhou Mingshi Glasses Company):

 

The impact of the Internet on glasses chain enterprises is very obvious.

 

This was mainly due to a precipitous decline in sales in eyewear stores (especially in the sales of sunglasses and contact lenses)

 

The second is the sharp decline in the traffic of optical stores, and the third is the unprecedented decline in the profit margins of physical stores (the total profit of the decline is as high as 10% of the total retail sales in the country).

 

7. How can physical optical stores "touch the net" at a low cost and effectively? Liu Haiyong (General Manager of Nanjing Shike Glasses):

 

For example,

 

A sunglasses manufacturer came up with a product and positioned it as an Internet person.

 

From product design, pricing, and promotion copywriting, they are all designed around Internet channels

 

Marketing through WeChat is touching the Internet, and the cost is not high.

 

Physical optical stores, through the WeChat "service account", to achieve standard goods ordering and customer service,

 

It's also touching the net.

 

Li Changli (General Manager of Hangzhou Glasses):

 

At present, joining is a way in the future; But it must be analyzed,

 

Because now pseudo (there is no visibility on the Internet, there is no trading on it,

 

There is no traffic, there is no professional department, and you should be careful if you are mainly fooled) There are more investment promotions of Internet companies.

 

Investing without seeing clearly can make things worse for you.

 

Now the traditional glasses industry is becoming more and more difficult to do, whether it is from the general trend of Internet development,

 

Or from the perspective of user needs and user habits, optical stores should get involved in the wave of the Internet.

 

Traditional enterprises must make changes in this Internet torrent.

 

In order not to be eliminated, how can the store be Internetized? This is a question that we must explore and face.

 

Optical stores join brand optical stores.