May 23, 2011
China has been a WTO transition period, foreign trade and distribution of optical depth tend to be China optical market, which will not only create a strong service sector of the impact glasses and challenges By then, there will be more and better products and services to compete. Therefore, to enhance consumer awareness of the screening, out of impeding the development of the poor quality of optical shops, excellent optical shop to accelerate the development of strengthening the competitiveness of the foreign glasses is not completely thorough understanding of the Chinese market before the good glasses timely standardize business market, strengthen manufacturing and operating industries glasses foundation, and can still compete better foreign glasses, calmly deal with international competition.
Glasses optical shop was dominated by consumption, when consumers consumption and fashion spectacles consumer awareness of health has improved, consumers on the quality of screening awareness glasses, but also in a very backward state, this strange market model, virtually encouraged disorderly competition in the consumer market glasses, non-standard operations and other mechanisms, but also from the international eyewear market, with product brands dominating, consumer quality reputation in the market mechanism. So, to standardize, improve optical retail business, need to exploit their errors from the optical retail drawbacks, the drawbacks of the retail optical industry to explore the negative impact.
Our glasses in a city in the interview that after consumers. Currently, many consumers need to solve the problem raised is: to enhance the ability of consumers to identify strengths and weaknesses glasses, product performance and quality level of subject lines and positioning products, consumer awareness of the glasses measured by the price.
from nearly a hundred glasses of this consumer survey that 85% of the optical quality of the consumer in identifying the performance glasses Sidongfeidong (sensory level alone); 96% of consumers do not recognize glasses Optical quality; 90% of consumers do not know what brand of lens worn and the frame . To this end, 40% of the consumers are at a loss of cognitive ambiguity of the state who do nothing. That as long as service, price, usage level is almost on the line; 60% of consumers believe that ignorance can only rely on the high price of large shops or stores to buy, The measure of after purchase price of the product quality standards and whether Value for money, but also no way of knowing.
Cornering topic here insert one o lock, after this interview through a reasonable solution: in fact, many business operators from the spectacle of the view that consumers compare the optical quality of awareness of ignorance, and it could be arbitrarily changed to the Actually No! However, the latter end is the bean root! Glasses to provide raw materials to industry, from production, circulation, and then to sell this part, each part of the reason proudly tough, shrinking profits and market confusion, evil, etc. to the competition, one should trace its roots to the distribution sector is the main consumer of the service concept. We can together with marketing and consumer point of view of the true reason for this virtual.
Statement
consumer awareness of the current situation with numerous glasses of consumers agree that the so-called because of eyewear brand, quality, grade, etc., causing the price difference is all that the word has its own table. When buying glasses array of services to be taught the word is ambiguous, such as: the quality difference is causing the price difference, our restaurant services than other optical shops, restaurant brand, the quality unmatched by other stores throughout the … … other explanation, the no useful introduction depth information on product quality and performance of identification and eye care knowledge. After confuse consumers bought the product, As to what was good to buy products? Compared with other glasses What are the benefits? Pumping is a visit to the basic answer: In fact, the real thing can handle it? No one can say clearly, including the purchase of people wearing glasses for many years, asked him if Fortunately, what with the glasses? And price match it? What is the market price of the same product ? – No one knows!
More similar phenomenon is found in other glasses, buy glasses shop and bought his own glasses and no difference, cheap nfl jerseys strong>, the price difference of nearly hundred dollars. Those who sign the same, no difference in the quality of the glasses the size of the glasses in various parts of the store price is different from top to bottom. For example, a consumer last year, some stores in the street to buy flowers and a brand glasses, the original price nearly 500 yuan, hit Qizhe 350 yuan, for street and find the same brand of glasses discounted price only 210, blink 140 yuan post extremely boring to stay pharyngeal consumers, consumers do not understand is why the glasses make a difference similar to 140 with licensing dollars? Another student, Wenzhou, glasses in optical shop frequented by a few days later, with the right lens damage went to the new lenses, but the new audit from the appearance of the lens are very poor quality, wear after feeling very uncomfortable. Wenzhou students that the new lens is very consistent with the original lens, and the same price and the Original Price. The student does not match that price and quality, and the owner of barge, the owner heard: In fact, reasonable price and quality in the end? Quality standard interpretation is true? Performance consistent? The yardstick to measure? Optical shops do not tell the students, Wenzhou students anything about their true and false excuse, only confused helpless default (according to the students to speak, that was not wearing glasses.) Again, reading glasses price and quality standards, that is, without a pattern, but no one can know its quality merits. Aging lens up and down from 10 yuan, 15 yuan, 20 yuan, 30 yuan, 50 yuan, 80 yuan, 120 yuan, 180 yuan, 230 yuan … …. Asked glasses quality and price measure, the old answer is essentially the same, for fear of poor quality to buy several / Deputy, walking with a pair of, read with the other deputy, anyway low prices are high, are free to the purchase of several pairs.
Above examples too numerous to mention!
When consumers glasses of quality, price, etc. to question, turned back to the shop in counseling, while stores with Quality is not the same, those with the brand, low price of the product is counterfeit, not credible, no guarantee … …. Consumers ultimately Mo Gaoqing only non-truth, and bought the lens is not the brand-name frames sleepwalk! The process of using the benefits of what the eye did not get to know more! Ah Q spirit had to comfort himself, The author is currently no experience can explain the consumers.
Can not be seen above, consumer awareness of the shallowness of the optical screening, it seems very beneficial for the retail distribution of optical links, however, business operators who fail to realize glasses, because the consumer awareness too low, the optical industry more thoroughly condone the chaos situation!
Heard pros and cons of screening to enhance consumer < br />
consumption though they confused many consumers rely on the old shops or stores to buy, but the market was mixed and disorderly competition latter end bring disaster to glasses of operations, to the development of national basic industries glasses have a negative impact. Therefore, the optical products business will be marked price, brand, lens / frame at the same time, should increase the promotion of professional indicators glasses, with quality materials, performance, degree of use and wear on the eyes after the play the role of publicity. And to clear the data and practical examples to explain the quality or brand of glasses which the special nature.
Glasses to deepen consumer quality, performance, standards and other aspects of the screening knowledge , the Society and its advantages to avoid the spectacle congregation and confuse the phenomenon of consumer awareness, standardize the positioning pattern of glasses, and further prevent illegal worry about the market chaos of molecular glasses business steady, orderly development.
Price of hard-fought benefits and disadvantages – bring disaster to the foundation: the glasses market hundreds of gongs, the boast of its charm, small shops selling low cost, high cost store is high / low and sell will not work. Consumers anything about the truth of the screening quality glasses. Glasses price of the City???. Product quality of the material, gold content, the use of such features and product branding is no depth to educate consumers to make some lens / frame brand reputation has been overwhelmed by optical shops. When shopping for consumers across the river by feeling the stones, so that Yang Yang mirror frame led by the nose, so that China optical quality and price criteria into chaos. Therefore, to enhance consumer recognition awareness that allows consumers to quality, performance, service qualitative Lunjia, glasses business operators have also categorically not always in mutual accusations, blame, denounce the price war among the helpless.
Screening shallow – are equal arbitrary charge
consumer lens / frame rate the quality of cognitive confusion of ignorance, awareness of brand awareness was low, driven by the interests of making a number of stores will openly glasses shoddy, low charge to sell high. This competition means despicable desires sooner or later will disturb the credibility of glasses retail level, contributing to the quality of its vulgar, low optical products in the market Wang Qi, weakened the market for high quality brand of power and influence. The evil is bound to cause chaos glasses retail competition vicious cycle. Raise consumer awareness of glasses, glasses consumers clarity of the quality of screening, it is difficult to navigate the criminal conduct of operations, but will not affect the regular dealership real brand market space. Similarly, comprehensive screening of products to enhance consumer awareness to consumers subject to market regulation, out of poor management, those who do not know the line, the operator of substitution did not confuse consumers the opportunity speculation. Manufacturers will have to worry that mixing fish and dragon fight the optical industry, business operators need to worry,
Wrong side business spending – hinder development
97% of consumers have know name of glasses, 96% of consumers do not know how to distinguish the quality of glasses, 90% of consumers do not know what brand of lens wear and frames. The above data is not difficult to dialysis out, China consumption of optical bias errors, which do not differ from the international eyewear market, the errors did not allow manufacturers in the country started with the quality of the power, even over glasses of China into the international market, the domestic market will be glasses quite a mess but not straight physique based on the international market, a serious impediment to lag the optical industry , plans to be busy early Qiao Xing glasses in the temporary relief operators. Changes in optical shops marketing ideas, the focus in order to create brand awareness for the marketing-led strategy, brand name promotional concept development in between. So powerful that can gradually regulate the market, make quality standards, technology, glasses these real things, real authority market. Only the strong can develop production Xing, glasses should be the basis of the maximum improvement industry, driving retail, let the Chinese Yang-glasses into the chest to go abroad, so that consumers sensible discrimination, to understand the value of using the product embodiment is the optical industry the key.
Differentiation profit point – very uneven distribution of profits system. Exterior is coated with Take advantage of that speculation has really drilled the operator of the glasses, Therefore, the owner how to get rid of glasses, not standardized, cloudy competitive market difficulties? Shift the burden of operations and abandon the Business operators to get rid of market distress, not just individual elements and disadvantages, the disadvantages can expect to stay long-term solution to address the business aspects of the disadvantages of households own area, the greatest degree of increase consumer awareness of the quality of screening, to a certain extent, to avoid optical retail Industry turbidity bear phenomenon.
Moreover, if the products so that manufacturers will lead the field of optical distribution, optical shops, or agents the right to operate only the right glasses ex-factory manufacturers to improve cooperation with the optical shop to optical shop to return the number of products sold N-point optical shop profits. ThisConclusion