在眼鏡行業暴利逐漸被公(gong)眾們所(suo)(suo)認知的(de)情(qing)況(kuang)下,一(yi)些(xie)正在往互(hu)聯網(wang)轉(zhuan)型的(de)眼(yan)(yan)(yan)鏡(jing)(jing)企(qi)業正在努力做到(dao)簡化(hua)生產和銷(xiao)售的(de)流程,免去一(yi)些(xie)不(bu)必要的(de)環節,使價格(ge)低、品(pin)質高的(de)眼(yan)(yan)(yan)鏡(jing)(jing)快(kuai)速送到(dao)消費者手(shou)中成為可能。其實,電商早(zao)就已經進入了眼(yan)(yan)(yan)鏡(jing)(jing)行業,然而在長達十多年的(de)時間里,眼(yan)(yan)(yan)鏡(jing)(jing)行業任然只處(chu)于互(hu)聯網(wang)熱潮(chao)所(suo)(suo)能波及到(dao)的(de)邊緣產業。在越來越多的(de)眼(yan)(yan)(yan)鏡(jing)(jing)企(qi)業積極探(tan)索互(hu)聯網(wang)化(hua)轉(zhuan)型的(de)同時,到(dao)底應當如何判斷傳統企(qi)業的(de)互(hu)聯網(wang)化(hua)轉(zhuan)型是否成功?
一、眼鏡行業為什么需要互聯網?
互聯網對于傳(chuan)統眼(yan)鏡零(ling)售(shou)(shou)企(qi)業最大的影響(xiang),來(lai)源(yuan)于產品價(jia)格(ge)的透明。壓低產品利潤,提(ti)供性價(jia)比(bi)更高(gao)的產品,這些做法才是真(zhen)正觸動實體零(ling)售(shou)(shou)企(qi)業神經(jing)的關鍵點(dian)。眼(yan)鏡并非暴利,其高(gao)昂(ang)的價(jia)格(ge)很大一部分來(lai)自于門(men)面房租和專(zhuan)業驗光師的薪資成本(ben)。而目(mu)前(qian)只關注產品銷(xiao)(xiao)售(shou)(shou)本(ben)身的大多數電(dian)商(shang),恰恰省卻了(le)這兩(liang)筆大額開(kai)銷(xiao)(xiao),所以,他們低廉的售(shou)(shou)價(jia),往(wang)往(wang)使得一些傳(chuan)統眼(yan)鏡零(ling)售(shou)(shou)企(qi)業叫苦不迭。
互聯(lian)網(wang)之(zhi)于眼(yan)(yan)鏡,對于不(bu)同立(li)場的人(ren)群來說,隱藏著不(bu)同的含義。消費(fei)(fei)者認為(wei)(wei),互聯(lian)網(wang)的公開透明,能(neng)夠(gou)打破傳(chuan)統零(ling)售(shou)(shou)行業(ye)的暴利堅冰,讓(rang)他(ta)們以公道的價(jia)格買到心儀的產品;零(ling)售(shou)(shou)商卻認為(wei)(wei),眼(yan)(yan)鏡并非(fei)是(shi)快(kuai)速消費(fei)(fei)品,通過互聯(lian)網(wang)的眼(yan)(yan)鏡銷售(shou)(shou)模式,缺失(shi)了規(gui)則(ze)性,淡化了眼(yan)(yan)鏡所需(xu)依(yi)靠的專業(ye)性,實際上大(da)大(da)損害了消費(fei)(fei)者的利益;而電(dian)商,則(ze)把互聯(lian)網(wang)當做了革新傳(chuan)統眼(yan)(yan)鏡零(ling)售(shou)(shou)格局(ju)的重(zhong)要(yao)一(yi)環。
二、為什么采用O2O模式而不是走傳統電商路線?
眾所(suo)(suo)周(zhou)知,眼(yan)(yan)鏡(jing)是一(yi)個同(tong)時具(ju)備醫用價值和(he)裝飾價值的(de)(de)特殊商品,所(suo)(suo)以驗配(pei)和(he)試(shi)戴(dai)(dai)是購買(mai)眼(yan)(yan)鏡(jing)的(de)(de)關鍵要素。但由于互聯(lian)網暫時無法解決在線驗光的(de)(de)難題,而國(guo)內傳統眼(yan)(yan)鏡(jing)店(dian)又基本不會給予消費者正規(gui)晚上的(de)(de)驗光數(shu)據留存;再加(jia)上通過(guo)互聯(lian)網選擇的(de)(de)眼(yan)(yan)鏡(jing)無法試(shi)戴(dai)(dai),使得消費者對產(chan)品款式本身和(he)佩戴(dai)(dai)舒適效(xiao)果心(xin)存疑(yi)惑,所(suo)(suo)以眼(yan)(yan)鏡(jing)行業中份額最大的(de)(de)配(pei)鏡(jing)市場在網絡中一(yi)直發(fa)展得不溫不火。
O2O電商模式在中國眼鏡市場已經開始流行。這是一種線下體驗,線上購買的模式,不同企業對O2O的運作模式和理解也不同。在眼鏡市場里,一種典型的O2O模式是讓消費者在網上用一個較便宜的價錢去購買心儀的眼鏡后,再到實體店由專業的視光師進行驗光、配鏡加工。另一種的O2O模式可以是網際網路巨頭與傳統零售商的合作,例如大眾點評和寶島眼鏡的簽署合(he)作協議。O2O電商還是在(zai)初步(bu)發展的階(jie)段,還存在(zai)很多變數,不(bu)過這會是眼鏡行業銷售(shou)渠道發展的大趨勢。
當大家認為眼鏡行業水很深“暴利”的時候,恰恰說明眼鏡行業有著巨大的發展機遇。據國家教育部、衛計委最新調查表明:我國小學生近視率超過25%,初中生近視率達到70%,高中生近視率達到85%,全國現有近視人口接近4億,且每年以8%的速度增長,已居世界第一位。而中國眼鏡消費行業市場供需前景預測深度研究報告顯示,我國有8億需要屈光矯正的龐大消費群體,眼鏡成了人們的生活必需品,它不僅是近視人群的“專利”,也是時尚必需品。同時,隱形眼鏡、太陽鏡、3D眼鏡、美瞳等功能性眼鏡以每年6%的同比增長率領漲光學眼鏡零售市場,正因如此,眼鏡行(xing)業被認為(wei)是消(xiao)費升級最有潛力的行(xing)業。
發揮互聯網便捷,高效,易傳播的特性,使用虛擬試戴技術,將適合的款式直接推薦給顧客,顧客猶豫的話還可以分享給朋友,聽取大家的意見,讓顧客在網絡上做出初步的購買決策,選定幾個款式后帶著一定的購買傾向到店有針對性的進行鏡架試戴,然后在店鋪進行驗光,配鏡,調整新眼鏡等線下實體店才能做的項目。最后進行支付,完成整個購買行為的閉環。
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2021年網(wang)(wang)站數據庫共(gong)收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)245家,其中小品(pin)(pin)(pin)牌(pai)網(wang)(wang)店(dian)(dian)(dian)(dian)的(de)網(wang)(wang)店(dian)(dian)(dian)(dian)占總比最(zui)多(duo)(duo),達到(dao)108家,其次為(wei)(wei)品(pin)(pin)(pin)牌(pai)旗艦(jian)(jian)店(dian)(dian)(dian)(dian),收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)62家,京(jing)東旗艦(jian)(jian)店(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)39家,京(jing)東自(zi)營店(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)34家,品(pin)(pin)(pin)牌(pai)特許店(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)15家,唯品(pin)(pin)(pin)會店(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)7家,拼多(duo)(duo)多(duo)(duo)店(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)3家,蘇寧自(zi)營店(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)2家,蘇寧旗艦(jian)(jian)店(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)2家,京(jing)東特許店(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)2家。
小編認為,眼鏡(jing)(jing)的O2O是(shi)(shi)一(yi)個大有可(ke)為的領(ling)域(yu),但需(xu)要不(bu)(bu)(bu)同(tong)行(xing)業的人(ren)(ren)(ren)進行(xing)協(xie)作,并(bing)不(bu)(bu)(bu)是(shi)(shi)一(yi)家就(jiu)可(ke)以搞定的領(ling)域(yu)。其(qi)實就(jiu)算(suan)不(bu)(bu)(bu)接觸互聯(lian)(lian)網,傳統(tong)眼鏡(jing)(jing)店認認真真搞好(hao)自(zi)己的驗光,搞好(hao)自(zi)己的配鏡(jing)(jing),不(bu)(bu)(bu)忽悠,我(wo)相信也不(bu)(bu)(bu)會(hui)缺少回頭客。互聯(lian)(lian)網是(shi)(shi)方法,是(shi)(shi)途(tu)徑,是(shi)(shi)手段,互聯(lian)(lian)網不(bu)(bu)(bu)會(hui)消滅實體產業,只會(hui)讓傳統(tong)產業變得更好(hao),讓用戶更滿意。要說目前最大的瓶(ping)頸,我(wo)認為是(shi)(shi)人(ren)(ren)(ren)才,懂互聯(lian)(lian)網的人(ren)(ren)(ren)不(bu)(bu)(bu)理解傳統(tong)產業的規律,眼鏡(jing)(jing)行(xing)業的人(ren)(ren)(ren)不(bu)(bu)(bu)清(qing)楚互聯(lian)(lian)網的特性,跨界的人(ren)(ren)(ren)才非常稀缺。