In the case that the optical industry profits are gradually recognized by the public, some optical companies that are transforming to the Internet are striving to simplify the production and sales process, eliminating unnecessary links and making low-priced, high-quality glasses. It is possible to send it to consumers quickly. In fact, as early as 2005, e-commerce has entered the optical industry. However, for more than a decade, the optical industry is still only in the marginal industry that the Internet boom can spread. While more and more glasses companies are actively exploring the transformation of the Internet, how should we judge whether the Internet transformation of traditional enterprises is successful?
First, why does the optical industry need the Internet?
The biggest impact of the Internet on traditional optical retailers comes from the transparency of product prices. Depressing product profits and providing more cost-effective products are the key points that really touch the nerves of physical retailers. Glasses are not profiteering, and a large part of their high price comes from the cost of the facade rent and the professional optometrist's salary. At present, most of the e-commerce companies that focus on product sales alone have saved these two large expenses. Therefore, their low price often makes some traditional glasses retailers complain.
The Internet is about glasses, and different meanings are hidden for people of different positions. Consumers believe that the openness and transparency of the Internet can break the huge profits of the traditional retail industry and allow them to buy their favorite products at a fair price. Retailers believe that glasses are not fast-moving consumer goods, and the glasses sales model through the Internet is missing. The regularity, which dilutes the professionalism that glasses need to rely on, actually hurts the interests of consumers; while e-commerce, the Internet has become an important part of the innovation of traditional glasses retailing.
Second, why use the O2O model instead of the traditional e-commerce route?
As we all know, glasses are a special product with both medical value and decorative value, so fitting and fitting is a key element in purchasing glasses. However, because the Internet can not solve the problem of online optometry for the time being, the traditional optical shops in China will not give consumers regular optometry data for the night; plus the glasses selected through the Internet cannot be tried on, making consumers feel the product style itself. There is doubt in wearing comfort, so the market with the largest share of the optical industry has been growing tepid in the network.
The O2O e-commerce model has become popular in the Chinese optical market. This is an offline experience, an online purchase model, and different companies have different modes of operation and understanding of O2O. In the glasses market, a typical O2O model allows consumers to purchase their favorite glasses on the Internet at a cheaper price, and then go to the store to perform optometry and optician processing by a professional optometrist. Another O2O model can be the cooperation between Internet giants and traditional retailers. O2O e-commerce is still in the initial stage of development, there are still many variables, but this will be a major trend in the development of sales channels in the optical industry.
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