Internet retail optical industry in the largest body of “Ray-Ban” on October 22 at the completion of three new board listed. This owns fashion eyewear brand “sound meter” glasses retailer, to demonstrate: exactly what kind of attitude you want, entered a competition for Internet + offline industry. Previously, consumers can buy online at quite old style glasses, “expensive and ugly” is the general evaluation, but the choices are limited, difficult for consumers to “vote with their feet.” Behind this phenomenon is the traditional optical industry to reap huge profits have no desire to change and innovation in the hard reality. In the rapidly growing popularity of the Internet era, Ray-Ban fashion and low-priced products, plus online experience, trying to traditional optical industry have cut a cake. In 2016, this stylish eyewear retailer did not open physical stores, but through the Lynx,ray ban clubmaster sale, Jingdong and other third-party electronic business platform to end users sell glasses: It is common practice in the general electricity supplier. However, further than the average electricity supplier is prevalent in the Ray-Ban will retail clothing retailer own-brand model first introduced the traditional optical retail industry. Fast fashion brand Zara is an example of Ray-Ban. The core of this model is that retailers not only mastered the sales channels, but also mastered the product design, all aspects of manufacturing and inventory management; channels to reach consumers based on retailers to collect and predict consumer behavior, and with close to the fashion products to meet the changing needs, to build a “sales set production” supply chain. Fashion is “fragile”, Le Pen will be shortened to three days the shortest design cycle and compression cycle to produce glasses 3-6 weeks, as is the fashion concepts into products rapidly. However, in this process, fashion is not only magic, the Internet intervention to save transaction costs.
As a major third-party sales channels Internet business platform, it is in the early stages of development under a lot of Ray-Ban line cost savings. Property line without considering the huge expenses and personnel costs shop, which offers the potential to significantly reduce the Ray-Ban Price: 150-250 yuan lower than the price of the main product of the traditional channels Product 5-7 percent. With its own brand retailers and Internet channel mode, which was founded in 2009 eyewear retailer in 2016, it has grown into the largest online sales channel players: Le Pen in the first half sales of more than 240,000 glasses, and ranked sales II Taiwan glasses, the online channel is only about 94,000. Other data also proved this position online glasses retailer: Ray-Ban 2015 repeat purchase rate of more than 2 percent, higher than the average of 6% of the data glasses retail; in addition, as of July 2016, Le Pen the number of users over 1.25 million, more than five million visits per month. However, Ray-Ban, the rapidly expanding online market is to get yourself in the optical retail industry a firm foothold in the traditional “base”, but not the highest base stick strategy, and gradually penetrate to the next line, use the online brand get big returns the line, this is a manifestation of Ray-Ban greater value. This started from the Internet retailer said the glasses will begin in 2016 set up a “first-tier cities superiority Circle” line at the store. The use of online reputation obtained, line the store will help Le Pen from more accustomed to online consumer customers pocket and pulled out the bill – with the store, Ray-Ban glasses and optometry in other sectors “as provide consumers with a more complete experience. ” Prior to this, Le Pen American example Warby Parker has successfully expanded from the line to the next line: first line opened at retail stores since 2013, Warby Parker in the United States has set up more than 30 store in New York, San Francisco and Chicago are shops. For this eyewear products, “People want to be able to touch and feel the real product.” Warby Parker’s experience shows that the line store will effectively drive sales and thus profits. This may require more attention Ray-Ban place: in 2014 the company’s revenue more than 33 million, but the loss of more than 5 million; profitability in 2015, compared with more than 75 million of revenue, profit 180,000 it is a small number. Went down the line from the line, this also means that Le Pen will face more intense challenges – not only from within but also from outside. Internally, management and online store operations of the line there are many variations, in addition to the location and property, staff recruitment and training is not easy. And externally, to the line the past several years the island glasses, Lenscrafters and other companies eyeing the valuable material will not easily give up market share. With operational experience on the Internet, Le Pen sought to march under the store more profitable lines. ? However, full competition in this industry in the Internet + offline, the Ray-Ban’s how well the company’s investment in people gives Metrics: They asked Ray-Ban 2016 revenues of not less than 150 million yuan, the line store under overall operating cash flow is not negative. Prior to this, the consumer upgrade market optimistic about China’s venture capital institutions have been “voting with money”: 2015, Le Pen received $ 7 million A round of financing capital and IDG Capital, a joint venture of the king; in 2016, and re-CITIC stone B round of financing Asian business capital. China’s rapidly growing market size of glasses Ray Ban glasses that electricity providers create opportunities. Market research firm Euromonitor data show that China’s rapid growth in the optical market in 2015, the size of this market reached about 67.9 billion yuan.