China is a big country of myopia, but also a big consumer of glasses in the world, glasses prices have naturally become a hot topic of public discussion. So, is the eyewear industry really profitable? Why on the street, casually pairs of glasses, as little as four or five hundred, as much as one or two thousand? How can I avoid "jumping into the pit"?
Today, we will take a look at the "past and present life" of the glasses industry (in advance, the glasses we are talking about today refer to myopic glasses. Sunglasses, reading glasses, flat glasses, custom lenses, not in the discussion):
1. Where glasses are cheapest
Speaking of glasses, we can't get around one place, Jiangsu Danyang. In a place known as the "World Spectacle Capital", Danyang's annual lens production accounts for 75% of the country's output and 50% of the world's total. Danyang is a place with the whole industry chain of glasses, where glasses are definitely the cheapest, normal material glasses, ranging from 50 to 100 yuan per pair. Except, of course, for high-end materials and special lenses. Moreover, we can't run there for a pair of glasses.
2. The main links of the glasses industry chain
At present, the eyewear industry chain is mainly divided into 5 links: raw materials, equipment, lenses, frames, and store sales.
Today, we from the lens, frame, store sales three links to give everyone a pickpocket, raw materials, equipment belongs to the production end, relatively stable, we will not pickpocket first.
First, the lens
At present, the main material of myopia lenses on the market is resin, also known as resin sheets. The factory price of the lens is mainly determined by the refractive index of the lens and the film layer plated on the lens.
The refractive index of the lens is related to the thin thickness of the lens, the higher the refractive index, the thinner the central origin of the lens, which is suitable for people with a number of heights. Conversely, the lower the refractive index, the thicker the central origin of the lens, which is suitable for people with low degrees. Of course, the refractive index is not the higher the match, the better, but to match according to the corresponding data and degrees.
The refractive index of the lens is mainly divided into 1.56, 1.61, 1.67, 1.74. The wholesale price of each refractive index is: 1.56-10 yuan / pair, 1.61-12 yuan / pair, 1.67-18 yuan / pair, 1.74-55 yuan / pair.
The membrane layer on the lens, the concept is endless, there are anti-fatigue, there is anti-blue light, there is anti-fogging and so on. At present, the more sold on the market are anti-blue light lenses. These various concepts are actually just a film layer attached to the lens, which belongs to the collection of added value and IQ tax. This mainly depends on the needs of the individual's heart, there is no addition to these concepts, and it does not affect the use of lenses. It is a special reminder that it is not recommended for teenagers and children under the age of 18 to wear anti-blue light lenses.
2. Frame
The frame materials on the market are mainly divided into: TR plastic frame, metal frame, semi-titanium, pure titanium and so on. The wholesale price of each material frame is: TR frame - 20 yuan / pair, metal frame - 35 yuan / pair, semi-titanium frame - 70 yuan / pair, pure titanium frame - 110 yuan / pair.
The choice of frame is considered from the aspects of wearing comfort and aesthetics. Adolescents and children, it is recommended to choose TR plastic frame, light, light pressure on the bridge of the nose, does not affect the development of the nasal bone. Adults and business people, generally choose semi-titanium, pure titanium, metal is more, on the one hand is a problem of aesthetics, on the other hand is the brand concept and business needs.
3. Store sales
Let's assume that an optical store in a second- or third-tier city can sell 1,000 pairs of myopic glasses in a year, (glasses are low-frequency consumer goods, and the store sells 3 pairs per day, which is a normal level) is converted according to 400 yuan / pair, and the cost is shared.
First, store rent, property, utility bills, 5-200,000 / year, take the average, 100,000 / year. 1,000 pairs a year, the store rent cost is shared in the cost of sales, and each pair of glasses needs to sell for 100 yuan.
Second, store decoration: containers plus soft and hard decoration of about 150,000, normal 3 years of renovation, annual depreciation rate of 50,000 / year. 1,000 pairs a year, the store renovation fee is apportioned to the cost of sales, and each pair of glasses needs to sell for 50 yuan.
Third, optometrist and sales 3, annual salary of 50,000 / person, 3 people a total of 150,000 / year. 1,000 pairs a year, share the sales cost of personnel, and each pair of glasses needs to sell for 150 yuan.
Fourth, the refraction processing instrument is about 100,000, plus maintenance costs, the normal service life is 3 years, and the loss is 35,000 / year. 1,000 pairs a year, the depreciation cost of equipment is shared, and each pair of glasses needs to be sold for 35 yuan.
Fifth, the frame lens is calculated according to the cost of the most ordinary gear of 30 yuan.
Items 1 to 4, the cost of contact with glasses, totaled 335 yuan. Only the fifth item is the direct cost of the frame and lens, 30 yuan. The invisible cost is 335 yuan + the direct cost is 30 yuan = 365 yuan, which constitutes the total cost of each pair of glasses.
That is to say, a pair of glasses with a "so-called cost of only 30 yuan", if the sales price is 300 yuan, the gross profit margin looks close to 1000%, as if it is more profitable than selling white powder, but in fact, the store is losing money. Only if the sales price is above 365, it can be profitable. Because the invisible cost is 335 yuan / pair, accounting for 90% of the total cost, the store sales seem to have a frighteningly high gross profit margin, in fact, they are all for employees, upstream suppliers and landlords, working.
Through the above analysis, a casual pair of glasses on the street, four or five hundred yuan, for us personally, is indeed expensive, but from the perspective of the store, it is a conscience price. "Horizontally looking at the peaks on the side of the ridge, the distance and proximity are different", the positions on the "profiteering" problem of the glasses industry are different, and the conclusions are diametrically opposite.
For our ordinary consumers, as long as they are clear about their own needs, they are not blown away by those fancy concepts, and they are not superstitious about the so-called big brands. Combined with their own vision, choose the matching lenses and frames, you will be able to avoid jumping into the "pit".
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