Looking guest glasses Peng Yongze: Why does it look good business to close the shop?

On the nodes of the year, different entrepreneurs look back on the 2014. In a vote for the days of the cat ranking beat badly, Wang guest glasses founder and CEO Peng Yongze but sigh, thanks to 2013 early off Taobao and day Cat sunglasses category ranked TOP3 brand shop.

 


, the closed Amoy brand shop "British Widi Asia (Nvdaya)", 2013 in Taobao and the cat's sunglasses category of the limelight: only operating for more than a year, June or July peak-day deal peaks reached 10,000, of which the driving sunglasses in the whole network sales row first, 2013 Taobao a total of more than 400,000, accumulated 500,000 users, gross margin of nearly 50%.


 

Why does the
look good? We rely on the explosion of the money up, the product of a push out immediately someone imitated, our price from 149 to 109 to 99, but also with followers to sell 49. Our production cost is the lowest 30 yuan, sell 49 will lose money. Peng Yongze judged that 2014 years would be tough if you didn't close the shop.


 


CEO Peng Yongze


 


 


sure enough, 2014 the entire Internet sunglasses market Kill a red: The price war is more and more fierce, raw materials are more and more expensive. In addition, the same Taobao through-train keyword, 2012 Click once as long as one or two cents, now has been fired to 10 dollars. "2012 and 2013 there are people who are making money, and 2014 are basically losing money." Peng Yongze summed up the 2014, and thought the most right thing was to close the shop in time and walk on the new road.


 


in the small market to sell the mark in the low price to live miserably


 


Peng Yongze told billion power network, China sunglasses a year only less than 10 billion of the transaction volume, but there are dozens of major brands exist, the basic distribution online channel.


 


Although the market is not big, selling sunglasses online, some shops are daily desolate, but the end of the reckoning may still be able to make money. But on the Internet, orders received a busy death, and finally lost. Where is the root cause?


 


Peng Yongze points out that online consumers also recognize the added value of a "brand", with sunglasses that cost more than 20 dollars to sell to hundreds of to thousands. But go to the line, no one is willing to pay for the value-added brand, sunglasses standard production threshold is very low, price competition is extremely fierce, a few dollars of sunglasses everywhere.


 


such a competitive environment, even some large brands of agents on the Internet also often low-cost sales, such as Ray in the U.S. market share of sunglasses accounted for 10% to 20%, but in the Chinese market accounted for only 1%~2%. In the case of real fakes difficult to control and identify, there are large brands of agents with parallel imports of 67 percent dumping. "Large brands to the agents of the purchase price is generally 40 percent, agents with four parallel imports to 67 percent sold, or a lot of people rob single." "Peng Yongze revealed.


 


so, in a low-end and narrow market inside, even if squeezed the head finally also eat not enough. "Today you sell 80 percent, people who are not afraid to die sell 50 percent." A pair of UV-proof sunglasses, and then how the cost price to more than 20, some people sell more than 10. Gross margin is very low and no big sales, Amoy brand No.1 a year's sales less than a billion, even if Ray and Tyrannosaurus such large brands in China a year's sales are only 1 billion. "Peng Yongze told billion Power network, 2014 sunglasses Internet brand is basically in the state of anxiety."


 


1/5 of the price of the line to sell sunglasses with mirror


 


is precisely because of this, the visitor in 2013 to turn off Taobao sunglasses TOP3 shop, 2014 from selling sunglasses standard products to sell optometry sunglasses and myopia mirror. "It takes 7-10 days for consumers to get their sunglasses online, and it's basically more than 1000 of the customer order." We now through the way of the internet to consumers with sunglasses, consumers after a single quick next day can get the goods, slightly slower two or three days later can also get the goods, and the price is not to the one-fifth of the line shop. "Peng Yongze told billion Power network, the traditional offline shop cost is the bulk of the shop rent, optometry equipment and staff wages, while the online distribution mirror can save some of the cost.


 


It is understood that the traditional line shop each with a cost of tens of thousands of different optometry machine, the line can be completed glasses display, simulation test wear and trading, the only thing that can't be done is optometry. For the customer after the transformation, online distribution of light mirrors must first be addressed to the user optometry problem. Billion power network from the cat flagship store customer service to understand that the current needs of users to the line of optometry data feedback to customer service can be orders.


 


Cat flagship store jigsaw puzzle


 


 


to this, Peng Yongze explained that at present, the customer has not yet been decorated line optometry point. Starting in March this year, visitors can have two ways to achieve optometry.


 


first is the consumer near optometry, looking at the Shanghai's University, Shopping Mall, cinemas, transport hubs and other youth-intensive areas set 500 points, the national one or two-line cities are expected to set up a total of 5,000 points throughout the year. These points are different from the complex glasses shop, but similar to the bank's ATM, only need to place an optometry machine in the downtown. "Our terminal equipment was developed in collaboration with Japanese research institutions, with tens of millions of terminals dedicated to tens of millions of." Peng Yongze said that the mobile terminal not only has the optometry function, but also comes with the AR technology to recommend the frame and the style according to the human face for the consumer, as well as carries the data collection and so on function.


 


in a first-tier city, consumers can choose the second way is direct appointment optometrist Home Optometry. "Users who do not want to go out for optometry can call the optometrist at home for optometry, but they need to pay a fee for this," he said. "Peng Yongze said.


 


In addition, Peng Yongze revealed that the visitors are also trying to directly solve the problem of optometry through the Internet. "We are now working with MIT to develop a small hardware, cost control between a dollar to two U.S. dollars, the user installed on the phone can be directly from the optometry, the product has come out, but the current technology is still in proofreading and improvement, in underdeveloped countries such as Africa and some remote rural areas, Or in the absence of glasses shops and hospitals can also be an alternative option to temporarily resolve the problem of offline optometry. ”


 


In addition to the mirror, the visitor now retains a subset of the standard products, such as ski sunglasses. "Frame of the material we use plate, plate is hand-made materials, purchase 100 and 1000 pieces only a few dollars, the worst of the cost of 60 dollars, coupled with the cheapest Polaroid polarizing lenses also want 20 dollars a pair, pricing will generally exceed 100 yuan, this time users will choose brand sellers, low price play not move. Peng Yongze said, the standard sunglasses and optometry sunglasses sales accounted for almost half as much as the optometry point had not been arranged.


 


is a water and electricity platform


 


2014, in addition to the product to go in a new direction, looking at the online channels have also changed-the focus shifted to the official website. Because, the customer also has another game to go down.


 


"We have a total of more than 500,000 users, of which more than 200,000 users under the order, the internal conversion rate reached about 50%, customer unit price of 180 yuan." "Peng Yongze said, as long as the resolution of optometry problem, the internet selling mirrors will subvert the line 100 billion of the market, if the line has 5,000 points of optometry, why not sell other brands?"


 


that is to say, looking at the future of the guests to do a mirror platform, glasses shops and brand operators can be directly in sight of the platform open shop. "We have an optometry terminal arranged under the line, there is a large data acquisition and analysis capabilities, but also for the conditions of the lens processing, glasses shops and brand operators as long as the client to enter the platform and the mirror rack into the warehouse, looking at the user to get the optometry data can be sharpened lenses, and then install the frame Express to the user. "Peng Yongze said, looking at the mirror industry to do hydropower coal platform, merchants as long as the product and marketing can be."


 


Visitor's official website screenshot combination


 


 


in order to seize the initiative, customers have with the cat local life channel began to cooperate. In Peng Yongze's plan, starting from 2015, the visitor is growing from a own brand to a O2O platform of glasses, the most important thing is to change the traditional channel of glasses in order to survive.


 


In addition, according to Peng Yongze, 2015, Taobao and the Sky cat's standard sunglasses growth will be limited, and the proportion of mirrors will continue to grow from 10%~20% to 30%~40%, standard glasses and matching mirrors will add up to 20 billion or 30 billion of the sales market. In 2016, the mirror industry will usher in the first round of fission. "Want to play the water and electricity platform of the mirror, terminal optometry equipment input to tens of millions of, the backstage storage investment also must tens of millions, software development also need money." In the future, the competition of the market is the competition between the big head, the small player wants to play with the mirror platform is not to play. The entire industry will see O2O players in the war by 2016. ”