Chinese version Home try-on: Successful "try on" mode

Abstract: A pair of glasses frame money, 5 pairs of glasses delivered to customers to try to wear, 5 days after leaving their favorite, the rest of the other side of the door to reclaim and give a pair of lenses. It sounds very exaggerated, in fact, the domestic manufacturers of the vertical electric glasses network recently

A pair of glasses frame money, 5 pairs of glasses delivered to customers to try to wear, 5 days after leaving their favorite, the rest of the other side of the door to recover and give a pair of lenses. It sounds exaggerated, in fact, is the vertical electric manufacturers in the domestic glasses industry "can get glasses network" recently pushed a new service: "At home, try to wear, 5 favorite". This website hopes through this service, solves the problem which the Chinese user network glasses brings cannot try to wear, the optometry and so on, the network mirror service promotion spreads.

Successful "Try on" mode

"Can get Glasses network" is the largest online glasses mall, according to its 2013 merger of the network when the relevant data released, its glasses network sales have been six consecutive years the first nationwide, the market share of conservative estimates more than 65%. And this launch of the trial wear service, in the domestic is also the first, is called the glasses industry in the service mode breakthrough. However, it is worth considering whether the "try on" sales model can be done in China.

First of all, this door-to-door test wear, and then return to the door to accept returns, it seems that the operating costs seem too high, if the long-term to do so, the electronic business site can afford? Second, consumers may be very picky, if 5 pairs of glasses are not satisfied with the return, the service is done, this is the operating risk; Moreover, there is the question of integrity, the customer if five glasses are ignorant how to do?

The main reason for the choice of the optical network is that the business model has been proven to be established in the United States. Optical network can be the reference object is the United States optical industry, vertical electric dealer Warbyparker. Warbyparker was established in 2011, with a two-year market capitalisation of $100 million trillion, undermining the long-term monopoly of American glasses sales. By working directly with the manufacturer on the network, Warbyparker first quickly grabbed the market with a 95 dollar traditional retail price of 1/5, which usually cost 300 dollars for the most common glasses in the United States, and a little better for more than 600 dollars; meanwhile, Warby Parker's innovative business model, "Home try-on", which was used for free trial and satisfied payment, has also been successful. "Home try-on" is to let consumers in Warby Parker pick 5 glasses, can be free to try to wear 5 days, satisfied with the payment, other unsatisfactory by the factory door-to-door recovery. For customers, this is 0 of the risk of commitment, can greatly increase the consumer's goodwill and trust of the site. And during the trial wear, people will inevitably to their own social circle advice, then virtually to Warby Parker did a word of mouth promotion. At the end of 2013, Warby Parker, who was not bad money, received a $60 million C round of financing, a testament to the extent of the investment community's optimism.

The next problem, though, is that although the "home Test" service is not whimsical, it is a practical business logic to learn from success. However, the U.S. business environment, after all, unlike China, Orange-born Huainan is Orange, was born in Huaibei, and will not encounter "acclimatized"?

Change the network with the mirror

Lok Tao Network CEO Bi Sheng a few years ago in the online spit slot foreign electric business model encountered the embarrassing outcome of Chinese consumption: When you look at the same thing two sites are sometimes, some domestic consumers will choose to pay the goods, two are ordered, which first to want, the rest of the one back. Bi Sheng revealed that "a large number of such users", one year sold 1 million pairs of shoes, "there are 100,000 people who do it." And a kind of user is to buy shoes to go back to wear one months, in the warranty period is not appropriate to wear to return; These all let the website encounter not small loss. Can the network of glasses get into similar trouble?

To deal with the credibility of the problem, in fact, the best way is to provide more sophisticated services, the maximum impress users, as far as possible to enhance the trading success rate, reduce its return options let them mention return to all embarrassed.

Can get glasses network is to do so, whether the success of the market test: First "home Test" service is for the framework of the user to introduce glasses. Compared with contact lenses, frame glasses in the network is much more difficult to sell. Because frame glasses is not a very standard product, consumers need to choose according to their face, temperament and preferences, often have to run a lot of stores, very troublesome, but if you can pick and try on the Internet, it is more convenient. At least the market has such a real demand. Second, the "Home Test" service added a mirror procedure, but also will provide a free pair of lenses, not only to meet the requirements of consumers also apply concessions, can greatly promote the success rate of transactions. In addition, the glasses network will be "home test" service with its earlier "clone glasses" service combined, unclear degree of users can wear comfortable old glasses to send back, the network will be able to measure the glasses and copy the brightness of the glasses.

From the selection to the match, consumers can get the whole door-to-door service, as long as the immediate sense of its convenience and practical, people will soon accept this way of the mirror. At present, China's online shopping industry has been very developed, the public's ability to accept new things are also quite strong, while the Internet Word-of-mouth effect is very obvious, all kinds of factors may stimulate the popularity of the new model of online mirror. It's not hard to imagine, just as Warbyparker let Americans change from running stores to surfing the internet with glasses, Chinese people will soon get used to the problem of solving glasses on the internet, and the traditional marketing system and channels of the glasses industry have to cater to such changes. From the current situation of China's e-commerce development can be seen, the internet marketing reputation, the characteristics of heavy service is clear, consumers have more "sovereignty", and who can support consumer sovereignty, who will be able to grasp the voice of an industry.

According to statistics, about 300 million people in China wear glasses, updated every 3 years, the market demand for each year up to 100 million pairs. But at present, China's glasses industry is a "don't say, unknown," the profiteering industry, there is such a jingle: "20 yuan mirror frame, 200 yuan to sell you are talking about human feelings, 300 yuan to sell you are talking about friendship, 400 yuan to sell you are speaking market." "Visible market confusion, objectively speaking, in this context, the glasses can be used to test this open and transparent method, or can let consumers feel at ease, the formation of good interaction and Word-of-mouth." As long as the rich frame style, far below the line price, convenient and fast service, coupled with the "Purchase and integration" of the shopping process, with the custom tailored according to the domestic user's mirror mode, not only may make "hometry-on" in China over the integrity trap, and there is hope in the future to assume the responsibility of the industry pioneer.

Moreover, to the glasses industry's high profit degree, also can cover many good faith to bring the cost loss.

Finally, it is worth mentioning that warbyparker in the United States to play through profiteering, breaking the industry unspoken rules, relying on the Chinese manufacturers of glasses. Global high-end glasses brand's largest production base is China's Shenzhen Heng Gang, the annual total output of more than 100 million, the output value of more than 10 billion yuan, 95% of products exported to the world more than 120 countries and regions. Other Guangdong Dongguan, Fujian Xiamen, Jiangsu Danyang and other fields, also have a huge production base of glasses. There is such a rich "inside", "hometry-on" mode if it can not be successfully replicated, it can only be said that the local glasses vertical electric quotient is too incompetent and not to consumers.