Treasure Island Optical Department Store bought a pair of non-flash 3D glasses. Hu Rui said that this pair of glasses ca

Treasure Island Optical Department Store bought a pair of non-flash 3D glasses. Hu Rui said that this pair of glasses can not only watch 3D TV, but also bring your own 3D glasses to the cinema, which is the trend of watching movies in the future. He is pleased with the fact that the price is very affordable, the price of the previously popular shutter 3D glasses is high, and the price of a few pairs of glasses can buy a 2D TV, but the pair of non-flashing 3D glasses that Hu Rui bought, The price is only about 20% of the shutter type.

This is a blue ocean of science and technology opened up by Baodao Glasses in the traditional market environment, and it is also a new attempt to get close to consumers. From Taiwan to the mainland, from the mainland to the world; From decentralized operation to direct sales, from spotless to fashionable, trendy, and healthy...... this eyewear seller, who has entered the mainland from Taiwan since 1997, is constantly adjusting the imaging distance between itself and the market.

As of September 2011, Baodao Eyewear has 1,027 directly-operated chain stores in mainland China and about 430 branches in Taiwan. The founder of Baodao Glasses is Wang Guozhou, the father of Wang Zhimin, the current chairman of Baodao Glasses Co., Ltd. In 1979, Wang Guozhou opened an optical store in Taiwan with 4 clerks, and then cooperated with others to establish "Baodao Glasses Company" in 1981 to create a professional chain operation of glasses.

Baodao Glasses has grown from small to large in Taiwan to more than 320 chain stores, and Wang Guozhou has spent 20 years. In the originally narrow Taiwanese market, these more than 320 optical stores are dotted, and it is almost difficult to find room for market expansion, so entering the mainland market has become a natural choice for Baodao.

20 years of operation, whether in group management, store management, or even personnel training, Wang Zhimin has accumulated valuable experience. However, the existence of the inherent model cannot solve the difference between the two sides of the strait, which also adds an invisible obstacle to the expansion of the mainland market of Baodao Glasses.

"The continent is too big! This is Wang Zhimin's personal experience when he first arrived in the mainland, "In the mainland, the chain stores are scattered in various cities, and it takes several hours to fly back and forth, and it is difficult for me to understand their operation. Although there are more than 300 stores in Taiwan, the problem can be solved quickly by car, and it only takes 5 hours to get there, which is unimaginable in the mainland.

In order to find a breakthrough, Wang Zhimin decided to open an optical store in Wuhan, Tianjin, and Xiamen, that is, a pilot in Central, North, and South China. In 1999, the number of mainland chain stores of Baodao Glasses reached 10. The problems are endless.

Due to the distance between several cities, the market environment is very different, each chain store has its own management system, each store has its own statistical standards for procurement, sales, inventory and other data, the same expenses are included in travel expenses, some are included in transportation expenses, accounting subjects are set up in a variety of ways to summarize the data of each store, and the reference value of decision-making is greatly reduced.

Even such "misplaced" data will not be available until 45 days later, and the chain stores are undoubtedly in a state of "warlord separation". Each store purchases independently, and the price of the same supplier selling the same product to the two stores in Tianjin and Xiamen may be very different. At the same time, some products are out of stock in Xiamen and cannot be replenished, while the same products are backlogged in Wuhan and the sales opportunities are seriously missed, and the advantages of chain operation cannot be brought into play.

This feeling of loss of control reached its peak in 2001. When the number of chain stores increased to 28, Wang Zhimin often felt that his "meridians and blood were blocked, and people seemed to have become blind and deaf and lost their senses", and he could only "pat his head indiscriminately" when making decisions, and the chain stores also followed suit with "indiscriminate buying and selling".

After several years of exploration, Wang Zhimin realized that the regional differences in the mainland market are very large, "basically 80% of the management model has been formed, but the other 20% can never break through, we must rely on these 20% of the changes to adapt to the changing market environment, and continue to learn." In 2002, Baodao Glasses opened a new chain store in the Northeast market.

"Opening a store is a happy one, but it is also the beginning of pain", due to the existence of a series of problems before, these stores not only failed to improve the company's scale effect, but became the "market hardest hit area" of Baodao Glasses. In order to have the ability to plan a game of chess in the country, Wang Zhimin decided to introduce an ERP system, but this project requires an investment of 2.5 million yuan.

This immediately attracted the resolute opposition of many shareholders to the introduction of an advanced information management system. Since then, the chain stores on the island have also ended the situation of individual combat, and the purchase list is automatically generated by the headquarters according to the actual inventory of each chain store, so there is no need to worry about being "picked up" by suppliers.

In Taiwan, all employees of Baodao Glasses belong to the headquarters, while in the mainland, it is divided into headquarters, provincial headquarters, and municipal headquarters, and the personnel power is delegated step by step, compared with the strong image of the Taiwan headquarters in management, the positioning of the mainland headquarters is more flexible. However, a spacious management platform does not mean that everyone can play freely on it, and the growth of the enterprise requires that the entrepreneur must change from an invincible general to a marshal with fierce generals.

"The eyewear industry is a very professional industry, and the professionalism of the employees comes first, followed by marketing skills and warm service. Wang Zhimin said that as early as the beginning of the mainland, Baodao Glasses has considered the supply of talents, and they have long cooperated with Tianjin Medical University to absorb optometry professionals.

Baodao Eyewear spends about 15% of its annual revenue on business training for employees, while the average training cost in the industry is only about 10%. Each new employee needs to undergo 6 months of off-the-job training, during which they need to be repeatedly trained in the store, which makes the glasses dispensing process of Baodao Eyewear very professional and standard.