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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.

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Recently, Ray-Ban eyewear company launched a new service: a good healthy glasses. According to reports, the service through an online platform for virtual try on, scene recommendation, etc., to provide users with an online selection of the most suitable for their own brand of glasses platform, provide consumers with a convenient yet another field. Recalling already on the line before Ray-Ban eyewear business, we can find “good health glasses” Ray Ban glasses companies following the introduction of “healthy home”, “Southwest safe Internet Hospital” and other services, in O2O field another new attempt. This attempt exactly what meaning, what impact they will have Ray-Ban glasses and medical industry to bring the Internet? In today’s popular mobile Internet, O2O industry has many reaching maturity. Whether the travel industry drops and Uber, or take away the beauty industry groups, Baidu takeaway hungry and what about, or micro-channel payment Alipay and payment industry, has formed a monopoly or oligopoly in their respective fields of O2O. ray ban sunglasses discount, saleIn such a status, O2O industry seems to fall from heaven to hell, investment frenzy subsided, many entrepreneurs brands began to fall. But as a product of the “Internet +” under the trend, O2O still optimistic about the prospects for actually. This requires enterprises to identify the user just need, yet in a field of giants, to O2O convenience to impress consumers to foot the bill. Ray-Ban eyewear company based mobile health, targeting has not been perfect for a mobile medical O2O field – glasses. After the on-line business performance from the point of view of Ray-Ban glasses ready in “good health glasses,” this new business full: At the product level, using a large frame and lens quality brand, through direct mining enterprises to ensure quality at the same time price advantage; at the user experience level, on the one hand to set up the scene recommendation, so the selection of functional glasses become a thing no threshold, on the other hand, the virtual function also lets try to buy glasses online more intuitive style. This series of actions are aimed at the user pain points, so that the business of sustainable development possible. Thus, the Ray-Ban glasses glasses company to carry out a good healthy business is definitely not just for fun, but in the big health brand strategy a move. Ray-Ban glasses O2O new company to carry out business, we can see Ray-Ban glasses ambitions in the Internet the medical field, the first expansion of such new areas such as glasses in a wide range of health, as Ray-Ban glasses big brand concept to provide a more healthy much stronger business support; followed by the new “glasses good health” business and before the launch of “healthy Air” and other business, the “on the Ray-Ban glasses” this action becomes “light” in order to improve the Ray-Ban glasses the company app open rates and user stickiness. From the above it can be seen as a good healthy glasses Ray-Ban glasses company opened a new dimension in the field of O2O, O2O hope that through the Internet channel, the real convenience of consumers, let consumers in major health areas, with mobile Internet at more traditional industries can not provide convenience. Apart from this, Ray-Ban glasses had also been in various fields made a major health layouts, such as “online health consultation” aimed at Internet Medical core functions, the establishment of a full-time team of doctors to answer user professional issues; “Live Healthy” by Air Dongfeng, to meet the user’s daily health needs through professional anchor; “overseas physical” flagship high-end consumer groups, the combination of tourism and medical and so on. Ray-Ban glasses undertaken through different channels in different areas of the business, not confined to the purely “medical” level, but extended to the “great health” range. Multi-dimensional layout, make Ray-Ban glasses “big health” brand concept at the operational level have strong enough support. Ray-Ban glasses as mobile Internet medical leading brands, in order to solve the original mobile Internet health users frequency of use is low, insufficient user stickiness problem constantly in new areas to expand and to try, based on the original business on the continuously derived from the surrounding business together to create “big health” of the ecosystem. Overall, the Ray-Ban glasses through the “glasses good health,” “Live healthy” and other major health services to meet the health, sub-health problems users encounter in their daily lives; “online health advice,” “overseas medical “” Doctor live “and other services to complement the traditional medical industry. Thus, based on daily use and professional guidance of two levels of service, Ray-Ban glasses enhance the user experience and user frequency of use, and ultimately achieve a win-win brand and the user. Ray-Ban glasses the on-line health eyeglasses business, further complete the layout of the brand in major health areas, deepen Ray-Ban eyewear company Health Industry ecological processes, but also provides a new direction for the development of mobile Internet industry. Establishment of ecological or age of the Internet industry, a brand wants to sustainable development of the correct way.