What eyewear brand sells cabbage prices, but has an annual income of more than 200 million US dollars_ This article is f

What eyewear brand sells cabbage prices, but has an annual income of more than 200 million US dollars? This article is from WeChat If you need to delete it, please contact kaity@yichao.cnWarby Park, which can be called a legend of American retail! Rely on selling "cabbage price" glasses to compete with the American monopoly bosses! The annual sales per square meter of physical stores are 30 million US dollars, even surpassing Tiffany and Best Buy! In 5 years after its establishment, it was valued at $1.2 billion and successfully entered the unicorn club.

In 2010, the four founders of Warby Parker were students at the Wharton School. (The 4 founders of Warby Parker) Dave, one of the founders of Warby Parker, accidentally lost his $500 glasses on a plane. He complained bitterly.

What he couldn't figure out was that this pair of glasses, with a little bit of metal and two small plastic resin sheets, was even more expensive than his iPhone. So, he went to do some research, and the results surprised him. It turned out that the American eyewear was monopolized by a Luxottica company, and many of the eyewear brands in the market were owned by his family, and the results of this survey made Dave see the business opportunities.

At that time, online eyewear sales accounted for only 1%, but as long as you find a suitable way to sell, there is also a large online market.

Dave shared the idea with three other classmates: Dave Gilboa, Andy Hunt, and Jeff Raider, and they hit it off and decided to jump in.

The next night, they finalized their plans to start a business at a local bar. However, the rest of the MBA program was skeptical of their plan.

"A lot of people say to us, 'You can never convince people to buy glasses online,'" Gilboa said. This skepticism led them to the idea of sending consumers five pairs of glasses at a time, allowing them to try them on at home for free, and finally keeping only their favorite glasses.

The idea regained confidence for the four of them, Gilboa said: "Once again, we felt very confident in ourselves, and we were confident that the idea would work. And just like that, Warby Parker began to take shape. GQ Magazine then contacted Blumenthal and wrote a story about Warby Parker.

However, at this time, Warby Parker has one more problem: they are not live yet. Several of the founders were pursuing MBAs in addition to entrepreneurship at the time. Busy work and studies make it impossible for them to launch their websites in a short period of time.

"We were very optimistic and thought we could get the site online before the article was published," Blumenthal said. He thought GQ's March issue would really come out in March. But when they learned that the March issue would be published on February 15, the co-founders realized they had to adjust the timing of their website's launch. On February 15, 2010, WarbyParker.com was officially launched.

Within 48 hours of going live, they received a large number of orders, with many consumers asking to try on Warby Parker's glasses at home for $95 per order. Apparently GQ's article was a good boost, with the magazine referring to Warby Parker as "the Netflix of eyewear."

In 2010, Warby Parker was launched as an "anti-Luxottica monopoly" and entered the market with $95 glasses. That's a "cabbage price" for Luxottica, which averages $500, and because of its cost-effective products, Warby Parker achieved its sales target for the whole year in just three months.

Free try-on service, establish a good reputation, but some people are beginning to wonder, what should I do if it is not suitable to buy back? After all, you can't try it on online like you can in a physical store. To this end, WarbyParker has developed a high-tech technology 鈥?virtual try-on. Customers can enter an avatar through the computer camera and bring the glasses to their avatar to experience the wearing effect.

If you're still not sure, there's a way to do it, and Warby Parker has launched a free try-on service. Customers can choose their 5 favorite pairs of glasses online and have them delivered to their homes. After the user tries it on, he or she chooses the one or several pairs he likes, and the rest can be mailed back.

The postage included in the middle does not have to be borne by the visitor either. In this way, not only do we solve our customers' concerns, but we also build trust with them. Unique offline brick-and-mortar store to enhance customer experienceAt first, Warby Parker was just selling glasses online, but one day a customer called and said they wanted to come to the store to try them on.

However, Warby Parker doesn't have a physical store, but it doesn't want to disappoint customers. The founder said to the customer, okay, but you're going to come to my house and try it. So, he's spreading all kinds of glasses on the table, so that he can choose them out in case customers come.

He didn't expect that there would really be customers, and he found that by communicating with customers face-to-face, he can better understand the pain points and preferences of users. This gave the co-founders another boost of confidence, and they decided to open a few brick-and-mortar stores, and they were going to do an event called Warby Parker Class Trip, where they turned the school bus into a mobile store to promote it in 15 cities.

In each city, we visited neighborhoods within the city, and we got data that gave us an idea of where to open a brick-and-mortar store. In April 2013, Warby Parker opened their first brick-and-mortar store at SOHO in New York. Today, it has more than 50 brick-and-mortar stores across the United States.

Surprisingly, Warby Parker sells an average of 200,000 yuan per square meter per year, even surpassing Tiffany and Best Buy......! It seems that the unique style is eye-catching.

However, after the customer entered, there was a special surprise. It's not just eyewear with a story, but also things that have nothing to do with glasses 鈥?like vintage game consoles and photo booths with stickers.

(Recommended reading: What are the tips for eyeglass display) These all add life to the optical store, making buying glasses a fun thing and customers are more willing to stay in the store.

Physical stores can complement online platforms, and products purchased online can be debugged, replaced or returned in physical stores, and customers can also try them on offline and buy them online. The salesperson can also call up his online purchase history every time he receives a customer, and then serve them.

Founder Blumenthal said: "I don't think retail is dead. What died was a mediocre retail experience. Selling glasses, marketing can also be done very slippery marketing is the only way for a brand, after all, the aroma of wine is also afraid of deep alleys.

When Warby Parker was in the early stage of promotion, he bought a yellow school bus and converted it into an experience car, and traveled around various cities in the United States. The yellow color of the body is very eye-catching, and passers-by can't help but go over to take a few looks. Seeing that it turned out to be a seller of glasses, the curiosity of passers-by became even stronger.

I went up and tried it, "Hey, it's pretty good," and I had the desire to buy, and finally I saw that the price was so cheap, so I had this purchase. Of course, Warby Parker also does marketing in the form of public welfare. For every pair of glasses sold by Warby Parker, they donate a portion of their proceeds to charity, including VisionSring, which aims to make it easier for people in developing countries to take care of their eye health and buy glasses at a low price.

Such public welfare activities enhance the brand image, leave a deep impression on consumers, and increase sales. In addition, Warby Parker uses social media for marketing. Warby Parker will create a 1-2 minute short video and upload it to You Tube to answer customers' questions and form a good interaction with customers.

They even find ways to create buzz on social media. Not afraid of new enterprises, not afraid of enterprises not famous, afraid of enterprises not innovating! Warby Parker, which has been established for 5 years, has become a unicorn in the industry with innovation in positioning, product and marketing! The world is always making progress in the process of pushing through the old and bringing forth the new Those old enterprises that do not want to make progress and stick to the rules