The subversion of glasses O2O starts from breaking the rules of the industry

The subversion of glasses O2O starts from breaking the rules of the industry

A glasses experience to see the survival status of traditional optical stores, glasses,

What seems like a very ordinary thing has actually become a necessity in our daily life.

According to statistics, there are 300 million myopia groups in the country, and the demand for glasses is actually very huge.

Although glasses are not as high as cosmetics, tobacco and alcohol, the repeat purchase rate is so high.

But without glasses, many people may even have a serious impact on their normal work and life.

Glasses bring light to people,

But at the same time, people also have a big misunderstanding about the eyewear industry:

For example, thinking that the glasses industry is profitable,

The gross profit margin of the unit price of the product is high.

It is true that the gross profit margin of the traditional glasses industry is relatively high, but at the same time, it is also necessary to see that traditional glasses stores are mostly located in prosperous areas.

Rent, decoration, staff costs and gross profit are actually compared to beauty, education, real estate and other industries.

That's a big deal.

Because consumers don't understand the industry, because of the one-sided reports of some media,

Because there are indeed some non-standard problems in the glasses industry, profiteering has become a big misunderstanding of consumers about this industry.

From the author's own experience, myopia is more than 400 degrees, and glasses are often replaced due to appearance, wearing comfort, lens wear, etc.

I used to think that this industry was more profitable.

Take last year's glasses experience, because of playing basketball at noon,

The author's glasses are broken and I don't have a new pair of glasses right away.

I couldn't do any work in the afternoon.

can only go to a well-known glasses chain store near the company to dispense glasses,

But after choosing for a long time, most of the prices are not suitable, and the cheap glasses cost five or six hundred.

Even seven or eight hundred, and the slightly better ones are thousands.

For the author's kind of glasses that are often damaged and need to be replaced, it seems a bit wasteful to have a pair of high-end glasses.

The acceptable price is between 300-400, which is cheaper.

Judging by the situation of this well-known chain, there are no glasses that I like in terms of value for money.

Later, according to a colleague, there may be some affordable optical stores for students near some universities and colleges.

The price is relatively reasonable.

So I hurriedly took a car to a university farther away, and I really found a cheap optical store.

A pair of glasses down a little more than 300 looks good, very satisfying,

Compared to the price of a pair of lenses left in the previous store,

I was deeply touched.

Later, after some analysis of the prices of these two stores, the author feels that there should be little difference between the prices of the two stores from the upstream.

The reason why the price of the final sale varies a lot is also due to the cost.

The first store is located near the company, not only office buildings and shopping centers,

It is also a concentration of large communities, with a large flow of people and a high level of consumption.

The cost of rent, store decoration and employee wages is high, and the pricing of glasses is naturally high.

In addition, the repeat purchase rate and customer traffic of the glasses themselves are not high

If the gross profit margin of eyewear decreases, it will be difficult to survive.

The second store is located near the university, the rent of the store is lower, and there is no need for more luxurious decoration.

The students' own spending power is also low and low cost has contributed to the emergence of affordable optical stores.

The spending power of students is also only available in the market of affordable glasses.

In the final analysis, it is still the cost of traditional glasses.

Traditional glasses chain stores, good service, but high prices, low prices in affordable glasses stores,

However, it is difficult to ensure the quality of service, and the opening conditions are relatively special, and it is difficult to develop and grow.

The traditional glasses industry still has a long way to go to take the low-price route.

Glasses O2O will completely change the misunderstanding of profiteering in the glasses industry, although traditional optical stores still have a certain living space.

The development of some large chain optical brands is also relatively stable, but they want to let more consumers understand this industry.

To get rid of misunderstandings and develop in a higher direction, there is only transformation and upgrading.

Seek innovative models.

Do the various problems of traditional optical stores really make it difficult for the glasses industry to get rid of the misunderstanding of profiteering and move towards the route of parity? Judging from the current situation,

It may be difficult for traditional industries to get through, and you can take the e-commerce route.

Solve problems through the Internet platform.

The traditional glasses industry is non-standardized, with low information concentration, low repeat purchase rate, and high gross profit margin.

The processing of glasses and frames is inseparable from offline support.

A simple B2C mall may be difficult to solve problems such as optometry and interpupillary distance.

Only by taking the O2O route, combining glasses B2C with O2O, and opening an offline experience store with glasses and optometry,

Select the frame lens online, complete the purchase, and then process and ship it offline.

In order to subvert some of the problems existing in the traditional glasses industry.

Everything needs to be divided into two to see, non-standard, high gross profit, high store cost, low repeat purchase rate,

From the perspective of O2O, issues such as relying on consumer aesthetics may be an opportunity for development.

If the traditional eyewear industry can be changed through the combination of B2C and O2O,

It will greatly promote the second outbreak of demand in this industry and even activate the development of some traditional offline optical stores.

At present, the O2O model has just started, and the fields of clothing, food ordering and other fields have been tried and achieved small results.

The eyewear industry also needs to pick up the pace.

There are many processes in the eyewear industry, such as optometry and processing, which are difficult to move online.

However, the selection and purchase of glasses are as suitable for the e-commerce model as other fields.

This is actually the phase with O2O.

Standardize the glasses industry through O2O, reduce store costs, and increase repeat purchase rates.

In the case of falling prices, improve gross profit margin, which is the goal of glasses O2O,

It is also the direction of current exploration.

There are two main modes of glasses O2O, one is the brand that turns offline to online,

Most of them are concentrated in Danyang, Taizhou and other places such as Daming and other brands, and their models are mainly based on Taobao stores.

Its main business is also offline and O2O.

The second is to develop online first, and then turn to offline, mainly online.

The combination of online and offline such as glasses, this model is highly compatible with O2O,

It is also optimistic about the author.

The third is purely based on Internet sales, and the O2O phase is between the first two.

The problem of optometry is not easy to solve.

This time, we will mainly analyze the O2O online glasses dispensing mode of glasses and discuss what kind of changes this model has bringed.

Glasses official website (A5 webmaster network with picture) Glasses (https://www./) is currently headquartered in Hangzhou,

It has opened 10 stores in Shanghai, Hangzhou, Shenzhen, Guangzhou, Nanjing, Beijing, Ningbo, Jinhua and other first- and second-tier cities

The number of stores is also expanding.

Li Changli, the founder of glasses, was born in Taizhou, where the traditional glasses industry is more developed.

At the age of 16, he began to sell glasses in the minds of Zhejiang businessmen and the market atmosphere of the local glasses industry.

After moving through a variety of industries, Lee Chang-li finally regained his eyewear business and started eyewear in 2005.

Although there are offline optical stores, the physical stores are very different from them.

The main battlefield is online, and its official website mall looks no different from other B2C malls.

But the pattern is worth studying.

Offline optometry and glasses try-on experience, online selection and purchase is the foundation of its survival.

Although the offline experience store also sells glasses, it is more to provide consumers with services such as optometry and interpupillary distance measurement.

Finally complete the purchase, whether offline or online, everything will give the right to choose to the majority of customers.

Although the experience stores are also set up in the bustling area of the city, the decoration is also very luxurious.

But unlike traditional optical stores, which are located on the first floor near the roadside and commercial centers

Most of the experience stores are set up in office buildings, and the rent is greatly reduced.

Lower costs mean lower unit prices for glasses.

In the online shopping mall of glasses, the price of a pair of glasses is mostly 299, 399,

It is very affordable, compared with a pair of glasses of the same grade in a traditional optical store, it saves about the price of a pair of lenses.

This is where consumers are attracted and the traditional eyewear model is subverted.

Consumers only need to go to the experience store near them to get glasses and optometry and get the data sheet.

You can go home and pick up your favorite lenses and frames.

It avoids the embarrassment of the clerk watching the introduction when choosing in a traditional optical store.

Even in brick-and-mortar stores, glasses are presented in a supermarket-like way.

Random selection and no clerk to interfere, but once the service is needed,

The staff will come to the customer to provide guidance and provide professional and detailed services.

This model not only reduces the cost of stores in the glasses industry,

The successful reduction of the unit price of glasses has also formed a kind of standardization,

Dramatically increases the repeat purchase rate of glasses.

In the past, consumers may think that the size of each pair of glasses is different.

Founder Li Changli said that but glasses also have national standards, temple length,

There are sizes in the width and height of the frames, and consumers only need to choose the size that suits them.

Therefore, there are also standards to follow for the development of glasses O2O.

In terms of repeat purchase rate, Li Changli said that the O2O model allows consumers to choose freely through the mall.

The reduction in prices has further increased the frequency of glasses consumption.

The gross profit margin may not be as good as that of traditional optical stores, but small profits and quick sales are big advantages.

In addition to the reduction of prices, consumers feel that they have now saved the price of a lens through online glasses.

It is also quite distinctive in upstream supply control and internal service improvement.

Choose professional suppliers, eliminate comprehensive suppliers, and strictly supervise quality from the upstream.

Factory quality inspection, quality inspection, consumer quality inspection, three procedures to ensure the quality of glasses.

In terms of service, we also insist on corporate culture training to let employees have a stronger sense of responsibility.

Improve pre-sales and after-sales services.

The O2O model of online glasses will be the key for the glasses industry to get rid of the profiteering hat.

You don't need to pay for lenses but you can enjoy a higher quality of service.

We are groping forward on this O2O road, and there will be more eyewear brands to bring more innovation.