Why are glasses so expensive_ Is it a misunderstanding or hype_ The cost of the glasses industry is revealed!

Why are glasses so expensive? Is it a misunderstanding or hype? The cost of the glasses industry is revealed!

The eyewear industry is listed as a profiteering industry in China.

It's been a long time coming, and it's been a long time to see the disclosure of the operation of the eyewear industry on TV.

The view of the media is clear, that the eyewear industry is currently in a chaotic price,

And it's profiteering.

The ex-factory price of a pair of glasses with a market price of 200 yuan is only 10-20 yuan.

This sounds staggering, but what is the reason for this? Summarize a few reasons for your reference!1. The cost of goods is from the perspective of the cost of glasses.

There is indeed a big gap between the ex-factory price of a pair of glasses and the retail price at the terminal retail store

The main reason for saying that glasses are profitable is the wrong costing method:

Equate the ex-factory cost of glasses with all costs.

A pair of glasses frames with a factory price of 20 yuan, the first-level agent may have to quote 35~50 yuan when it is handed over to the second-level agent,

When the secondary agent sends it to the suppliers and suppliers around the country, it may quote 50~80 yuan

The goods must complete the entire distribution process before they reach the terminal retail store.

Every time an optical store sells a pair of glasses, its profits are distributed to the manufacturer.

Agents at all levels can calculate their other operating costs.

Therefore, directly compare the ex-factory price of glasses with its final retail price in the market for cost accounting.

This does not objectively explain the cost of goods in an optical store.

Someone may propose to cut off this food chain and let the manufacturer face the optical store directly.

However, agents are also a product of the development of the market economy.

It is a manifestation of the social division of labor.

Blind dismemberment at present is not conducive to the harmonious development of the economy and society.

It will also reduce the operation links of the industry and make the entire operation process more opaque to a certain extent.

2. The operating cost glasses industry is not a real estate industry, and the cost can be announced.

Take a representative optical store in a city as an example:

Rent:

8000/month

Depreciation of equipment with a business area of 60 square meters:

A total of 200,000 yuan was invested in the initial stage of optometry machine, edging machine, light meter, focimeter, pupil distance meter, projector, and optical disc

This investment is based on basic satisfaction.

If all the imported equipment is used, a complete set of equipment for an optical store needs at least 500,000 yuan.

There is a depreciation rate of equipment, which is generally depreciated for 5 years, and the monthly depreciation of 500,000 yuan is 8,400 yuan.

The investment of 200,000 yuan is depreciated 3,400 yuan per month.

Cost of goods:

About 20% of low-end goods, 40%~50% of brand-name goods,

About 30% of general goods.

Since domestic optical stores mainly sell ordinary glasses, in addition to some high-spending people may wear brand-name glasses,

The average person spends 80~300 yuan on glasses, so the average glasses are about 25%.

Staff Salary:

Generally, the income of technicians and sales personnel engaged in the glasses industry is low.

The average monthly salary is 800~1500 yuan.

Like the few large chain stores I know, the salary of employees (including management personnel) is only about 1150/ month.

And it is generally wrapped but not eaten.

Based on the calculation that an optical store employs 4 employees, the salary needs to be 5000/month (the store manager is 200~300 yuan higher than the average employee).

Operating Expenses:

Mainly water and electricity bills.

The electricity cost of the optical store is relatively high, calculated at 66 yuan / square meter, and the monthly electricity cost of a 60-square-meter store is 3960 yuan (business hours are calculated according to 14 hours,

Including air conditioning, equipment electricity, lighting and advertising lighting, etc.).

In addition, the total cost of water, electricity and other equipment maintenance is 200 yuan/month.

Taxes payable:

Local tax and national tax account for 8%~15% of sales revenue.

About 2,000 yuan per month.

Renovation depreciation:

The decoration cost of a professional optical store needs to be at least 100,000 yuan,

The luxury point requires more than 300,000 yuan.

It is also calculated according to 5 years of depreciation, with a monthly depreciation of 5,000 yuan.

Our monthly sales:

29,000~32,000 yuan, the average price of a pair of glasses is 240 yuan.

The monthly sales volume is about 68 pairs.

Conclusion:

The total cost of the optical store is 30,360 yuan/month, and the profit is only 200~300 yuan.

How can such earnings be called a profiteering industry.

The costs have been clear at a glance, and to a certain extent, the glasses industry is just an ordinary and dismal business that barely makes ends meet.

Many small optical stores that have just opened are struggling, and they are basically in a state of loss in the past few years.

A few hundred yuan for a pair of spectacle frames is indeed a huge profit, but how many pairs can a store sell in a month? Buying less is definitely a loss of money.

Nowadays, the economy is in a depression, and few people are more than one person, let alone someone who does not change their glasses as long as they are not broken.

3. The difference between the glasses industry and other chain retail industries The glasses industry is a half-medical and half-commercial industry.

The biggest difference from other chain retail stores such as clothing, shoes and hats, and accessories is professionalism and technology.

All store assistants are recruited as soon as possible, and they do not only need to have sales experience to be hired immediately.

After professional training courses such as professional optometry training, optometry and glasses training, and glasses basic knowledge training, it is necessary to carry out professional training courses

Only those who pass the assessment can take up their posts.

If it's machining, there are even more skills to be learned.

Generally, the training period for new trainees is 2-3 months.

These personnel training, national optometrists set the grade assessment costs, instrument quality inspection, etc.

The annual quality inspection fee of an ordinary optical store is not less than 1,666 yuan

The quality inspection fee of the larger optical stores is as high as tens of thousands of yuan.

4. The difference between the consumer market of glasses products and other chain retail industries is that the consumption of glasses products is not as strong as the consumer demand of other chain retail industries such as women's clothing and bags.

At least at present, there is no very large market demand in the Chinese market.

Some people don't even wear glasses at all, and people who wear glasses,

Replacing a pair a year is already a very active consumer, and the vast majority of consumers still have a pair of glasses that can be worn for 3-4 years without replacement.

In recent years, the situation of sunglasses will be better than that of optical myopia.

However, the Chinese people's demand for the fashion decoration function of sunglasses still needs to be cultivated.

Therefore, the low total market demand is also an important factor that causes the operation of optical stores to require a certain degree of profit margin.

In fact, from the above analysis, it is not difficult to see that in the face of such fierce market competition,

The eyewear industry is just an industry with high gross profit and low purity margin.

In fact, the reason why the cost of glasses products is so high is because of the price increase in each link and the expensive operating costs of physical stores.

And if you avoid this large block of fees, and really bring the price down,

It not only benefits consumers but also ensures the profits of enterprises.

Why not do such a thing? This article is from Huanen Industry, slightly deleted, if you need to delete it, please contact Kaity@

Glasses.