Wang Zhimin of Baodao Glasses_ Many optical stores only sell glasses and do not pay attention to professionalism_Dialogu

Wang Zhimin of Baodao Glasses: Many optical stores only sell glasses and do not pay attention to professionalism

Dialogue with retail people (9)

Lianshang News: On August 15, Wang Zhimin, chairman of Baodao Glasses, was a guest on the "Dialogue with Retailers" column jointly organized by Toutiao Financial Channel and Lianshang.com, focusing on the development of the glasses industry and the shortcomings of the glasses industry. At present, among the enterprises whose main business is glasses retail in China, there are relatively few listed companies, and Baodao glasses have not been listed so far. Wang Zhimin said that compared with listing, more attention is paid to the building of internal strength of enterprises. Considering the foundation to be more solid before listing, this is responsible for the company and the market. Regarding the problems faced by the glasses industry at this stage, Wang Zhimin believes that there are six main points, one is that the industry standards are not uniform, and the standard of optometry and glasses of different glasses companies is much different; Second, the attention to professionalism is not enough, many optical stores only think about how to sell glasses, which is very irresponsible to consumers; Third, there is no optometrist access assessment system, resulting in anyone can work for consumer optometry; fourth, the scarcity of professional talents; Fifth, there are some unscrupulous businesses that take advantage of consumers' ignorance of eye health knowledge and fitting technology to deceive consumers, such as deceiving parents to buy expensive "myopia treatment" packages; Sixth, the industry lacks consumer education, and many myopia patients or eye disease patients do not have the awareness of eye health protection. For the company's new retail transformation, Wang Zhimin said that the business model is changing very fast, and the most difficult thing in the transformation is to realize what state you are in and what kind of model you are suitable for, which requires continuous exploration and trial and error. "It took us a lot of time to finally figure out where we were and what was right for us, and we're now focused on community and social." The following is a transcript of the micro interview: "Lianshang.com": Baodao glasses have not been listed so far, and it seems that there are relatively few listed companies in China's main business for glasses retail. What do you think about going public? Do you plan to launch Takajima Glasses in the future? Wang Zhimin: Compared with listing, we pay more attention to the building of internal strength of the enterprise, and in recent years, our development towards digitalization and specialization is a practice to build the enterprise into a stronger one. Therefore, considering that the foundation is more solid before listing, this is a responsibility for the company and the market. Lianshang.com: With the development of the Internet, many retail companies have begun to seek online and offline integration, and even pay more attention to online. What are the changes or initiatives in this regard? Wang Zhimin: We have done a lot of experiments and explorations, and we have done almost all the online and offline integrated gameplay. For example, based on a large number of consumer research, we have online and offline operations for community and social networking to continuously improve consumers' awareness of our brand, products and services; We are also empowering KOLs and consumers, developing the S2b2C model, constantly expanding the boundaries of the enterprise, and attracting more people to do sales for the enterprise; Realize the intelligence of stores and online e-commerce platforms, and achieve accurate matching of consumer IDs and commodity SKUs, so as to do targeted marketing and meet consumer needs; At the marketing level, from the previous single advertising to multi-dimensional entrance, multi-touch, multi-scene traffic three-dimensional accumulation and growth, what is fashionable at the moment, we try to do something, online double micro shake, Xiaohongshu, mini program, Toutiao, Zhihu, community, live broadcast, we are all trying, in order to reach the consumer groups of different platforms through different content, and convert the public domain traffic on each platform into the final private domain traffic of the enterprise, that is, the honeycomb traffic we say; We also attach great importance to OXO, the resources of an enterprise are limited, but you share resources with many different enterprises to create a traffic pool, and the resources are unlimited, which is a powerful combination in the traffic era. On the consumer experience side, we have built an optometry big data cloud platform, which has created intelligent service scenarios from online appointments, intelligent collection of eye data, AI interpretation, remote health consultation, and digital operation to push to personal eye health records, which has greatly improved the consumer experience. It also provides consumers with the most intuitive experiential services through offline health screening campuses, communities, forums, and roadshows. Lianshang.com: What do you think is the biggest obstacle or difficulty encountered in the process of new retail transformation? Wang Zhimin: The biggest difficulty is the exploration of business models. Baodao Glasses is not only transforming into new retail, but also transforming eye health services, and in the process of combining the two, we found that the economy of the service type is a little better if it is high cognition, and it is particularly miserable if it is low cognition. Because the category of service and low cognition is particularly difficult to promote, and now the technical means are particularly difficult, the past 18 months have tried a lot of new play, only to find that we are in a state of service and low cognition, because most Chinese do not pay attention to their vision health. Now there are a lot of ways to play new retail, the business model changes very fast, the most difficult thing in this process is to recognize what state you are in, and what kind of model you are suitable for, which requires continuous exploration and trial and error, we spent a lot of time to finally explore our own state and suitable model, we are now focusing on community and social. Lianshang.com: The market concentration of China's glasses industry is relatively low, and the development potential is relatively large. Have you ever wanted to become a leader in the industry? What kind of company do you want to be? Wang Zhimin: Here I want to be very immodest to say that among the glasses retail enterprises, Baodao Glasses is already the industry leader. You can see from the sales volume of Double 11 every year that Baodao glasses is the top 1 in the industry every year, and there is a big distance between it and the second place. Whether it is from the perspective of the volume of 1,200 offline stores, or sales performance, professionalism, influence and popularity, Baodao Glasses is already the industry leader.We want to become a company that not only dispenses and sells glasses, but also provides eye health services for the people, that is, to transform and upgrade Baodao glasses into an eye health screening center, and we have indeed done this in recent years. Foreign glasses, optometry industry started earlier than us, in fact, as long as you have observed the glasses industry in some developed countries, you will find that their glasses industry is the optometry medical industry, in addition to optometry glasses also undertake the function of screening eye diseases, prescribing, and even treatment, this is the development trend of the industry, but Chinese companies have not yet entered this stage, just selling glasses, which can not meet the needs of consumers for eye health, Baodao glasses is to be the first Chinese enterprises to enter this stage of the enterprise. Lianshang.com: What do you think are the shortcomings/problems of China's glasses industry? How to fix it? Wang Zhimin: There are too many questions. The first is that the industry standards are not uniform, and the standard difference of optometry and glasses of different glasses companies is very large; The second is that there is not enough attention to professionalism, and many optical stores only think about how to sell glasses, which is very irresponsible to consumers; The third is the lack of institutional level, China does not have an optometrist access assessment system, resulting in anyone can work for consumer optometry, and the level of fitting is naturally uneven; The fourth is the scarcity of professional talents, on the one hand, the profession of optometry started late, there are not many schools that have set up this major, and the number of graduates each year is very limited, on the other hand, because there is no access system, the level of fitting in the industry is uneven, resulting in the group of optometrists in the industry opticians do not get the professional respect and pride they deserve, so excellent graduates will not choose to work in the optical store; The fifth is that there are some unscrupulous businesses that take advantage of consumers' ignorance of eye health knowledge and fitting technology to deceive consumers, such as deceiving parents to buy expensive "myopia treatment" packages, saying how many days can make children myopic off. But myopia is irreversible and cannot be cured at all! This is common sense, but many people don't understand it, so they are deceived. These unscrupulous merchants have ruined the reputation of the entire industry. The sixth is the lack of education of consumers in the industry, many myopia patients, or eye disease patients, do not have the awareness of eye health protection, with glasses is very casual, and it is easy to be deceived, for example, some consumers will go to the stalls, small shops, and even buy very cheap glasses and even contact lenses from micro-businesses, these shoddy products are very bad for eye health, especially contact lenses, it belongs to the category of medical devices, businesses can not sell if they do not have a medical device business license, and those micro-businesses will be sentenced if they are caught. Solving these problems requires the joint efforts of many parties: the state must have a relevant industry access system, that is, the optometrist system, and vigorously cultivate professional optometry talents; The industry should play a conscious role, to realize that there is only a dead end if there is no change, the head of the capable enterprises can jointly carry out transformation and upgrading, consumer education, establish industry standards, Baodao glasses in the last month, through the way of asking Mao not easy to speak, released the "fresh vision law", that is, "a comprehensive understanding of your eyes, choose the real fit, love eye care is very important", these three rules are summarized after long-term observation of industry development and consumer demand, advocate eye health screening for consumers, Recommending suitable products according to consumers' eye health and appearance characteristics, and providing consumers with eye care products, I think peers can deploy their business in this area to meet consumer needs; Of course, the help of the mass media is also needed here to convey the correct concept of optometry. Lianshang.com: The media has reported on the optometric chaos in the glasses industry, and the prescription of optometry in many optical stores is different. What do you think of this phenomenon? Wang Zhimin: That's what I said above, there are many factors that lead to uneven levels of the industry. The most important thing to solve this problem is the construction of the system at the national level, if there is an optometrist access system, optometrists are all certified after higher education and strict assessment, and the level is high enough, this kind of chaos will naturally be less. However, optometry is actually similar to a doctor's visit, even if it is the same high-level doctor, there will always be subtle differences in the final diagnosis. In the process of optometry, in addition to relying on the objective refraction of the machine, there is also a subjective judgment made through the communication between the optometrist and the customer, and the purpose of this subjective judgment is to give the most suitable prescription based on the customer's daily eye habits. The combination of the two is the final prescription given by the optometrist, since there is subjectivity, there must be a difference, as long as this difference is not too outrageous, it is normal. Lianshang.com: What impact will the development of new technologies have on consumers' glasses experience in the future? Wang Zhimin: There will be a great subversion of consumers' glasses experience, just like we have now introduced various high-tech screening equipment, customers are very amazed after the experience: I didn't expect that the optical store not only dispenses glasses, but also can do this high-tech examination. In the past, when consumers entered the optical store, they pointed at an eye chart, even if it was optometry, but later there was an automated computer refractor, which was not so primitive.Now, the computer refractor is already a very basic equipment, for the optometry glasses, Baodao glasses according to foreign advanced optometry theory and clinical experience, the original "visual power 1 + 7" optometry method, it can not only check the power of both eyes, but also check the adjustment ability of your eyes, the ability to gather these visual functions, the purpose is to comprehensively evaluate your visual function, give the best prescription for glasses, rather than only the prescription is enough, this is a subversion of the consumer experience; Later, we introduced the "New Three Pieces of Optical Stores", which completely covered the screening of the entire eyeball, which could not only check the risk of eye diseases, but also assess the risk of chronic cardiovascular diseases throughout the body, as well as the fitting evaluation of contact lenses, which were not available in optical stores before, and consumers did not know that the original optical store still had such a function, which was a subversion of consumer cognition; In the process of eye health screening, we apply the latest AI technology to evaluate the abnormality of retinal photos through AI big data. In addition, we will also use AR technology to allow consumers to choose the glasses that best suit their face shape through AR try-on.