In the global market of glasses, the Chinese market has always been an indispensable part: it is not only the world's largest consumer market for glasses, but also a manufacturing powerhouse for the optical industry. It also owns the so-called “spectacles production base†market in Danyang, Wenzhou and Xiamen. .
However, like other manufacturing industries, the Chinese optical industry is facing the same problem: "big but not strong." “From a global perspective, the spectacles market is still characterized by 'brand is king'.†As industry insiders in the “deeply ploughing†eyewear industry, Wang Zhimin, chairman of Taiwan’s Taiwan Eyewear Company, said in an exclusive interview with reporters recently, “So The Chinese market is in urgent need of creating its own professional brand."
“Cannot be a 'brand' and a 'brand'.†Hu Jinming, a senior brand expert, analyzed the reporter. “You can't use the 'brand' and the 'brand'. On the one hand, you need to identify the market positioning; on the other hand, in the development of the brand strategy Never avoid eager for quick success."
To create a fashion concept in Wang Zhimin's view, the global glasses market is divided into "five factions": Northern Europe and Germany, this school is beautiful lines, and strive to be concise; Italy, to sell the brand and LOGO for the appeal, that is, fashion features, and "100 Among the fashion brands of glasses, there are 90 in Italy"; France is represented by romantic colors; Japanese is known by its "materials, such as high-end materials processing such as titanium alloys"; Los Angeles, USA, highlighting individual sports styles. It is represented by the three brands of Oakley, Oliver Peoples, and Linda Farrow.
“Unfortunately, China has not formed itself in the optical market,†said Wang Zhimin. “There are neither branded glasses with cultural and historical features, nor brands that represent fashion elements and are widely recognized by the market.â€
Wang Zhimin believes that, from the perspective of industry classification, glasses should be classified as a fashion industry, “There is nothing wrong with creating a fashion concept in the Chinese optical marketâ€.
It is understood that, in addition to continuing to use some of the well-known eyewear brands in Europe and America through relevant channels, the current cooperation between Baodao Glasses and “Design Upstart†Jiang Youbai is about to launch the “KDX Look†fashion brand representative of Chinese culture. The strategic position of "KDX to see things" is the "Chinese viewpoint in the dual world." “Wang Zhimin said, “In short, it is in the optical market that allows consumers to see the power of Chinese brands and build China’s cultural heritage.†â€
At present, the "KDX see things" brand has three series of glasses: Wenwu Shuangquan, Red Mansion Dream and Shixian Li Bai. "A brand cannot cover all consumer groups from 5 to 100 years old, so we built our new brand." Wang Zhimin said, "Next, we will market these products and introduce some related "Microfilm." Wang Zhimin said, "From the point of view of the name and model, we all strive to integrate the concept of Chinese culture into the design of glasses."
"Combining with the fashion industry has provided a reference for other Chinese eyewear brands." In this regard, Hu Jinming believes that "in the era of 'faster consumption', if we do not have our own concepts and brands, it will be easily forgotten by consumers." Demand However, Wang Zhimin is still full of optimistic expectations for the future. "After all, China is a big country with a large demand for glasses. It is not difficult for many consumers to find people who agree with 'KDX to see things'," he said.
Data show that as early as 2004, China's optical industry has 16 billion yuan in output value, and even "glasses = profits" is not the same as the statement. In 2009, a figure said that 300 million people across the country wear glasses. According to the update every three years, the total annual sales of glasses will reach 100 million pairs. Calculated according to the unit price of 160 yuan, plus the consumption of sunglasses, the total retail value of optical glasses is about 20 billion yuan. At the same time, it will still grow at a rate of 10% to 15% in the future.
However, in Wang Zhimin's plan, "KDX seeing things" is only one step in the "four-step" plan. “Zhimin said, “Our 'first step' is the initial stage. From 1997 to 2001, we opened 28 stores in 4 years; the second stage is the stage of expanding and exploring new models, and looking for cooperation with the stores.†Looking for the development characteristics of each city; the third stage is the brand stage, in addition to the agency of low, medium and high-end brands, is to create a 'fashion' brand concept. â€
"The last stage is internationalization." Wang Zhimin looked forward to, "This stage is expected to start from 2016, and to expand the brand awareness of Baodao glasses and its global scope."
This information is from China 樟木箱交易网:/, Tel.
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