Glasses retail to open up the Internet interface

As the founder and heir of the largest optical retail company in China, this father and son have experienced the ups and downs of the Chinese optical market in the past 20 years. Right now, the double wave of e-commerce and mobile Internet is disrupting the levees of all traditional retail companies. In 2012, the kind of model that used to expand the store to “take over the mountain as the king” in the past has come to an end.
Father King Kingdom is a very open person. "You told him that you must have evidence." In October 2013, Wang Zhimin printed a batch of microblogging, WeChat, and various articles that traditional enterprises had to be killed out for fathers to see and do “brainwashing” work.
The era of glasses 1.0 is over, what is the era of 2.0 or 3.0? Coincidentally, the "O2O" shape happens to look a bit like glasses. For some industry observers, glasses that require a series of offline services like optometry are one of the industries most vulnerable to subversion. Wang Zhimin does not think so. He believes that the Internet's invasion of the optical industry has been under the city, this is a brutal racing game, people who fall will be spiked. At the internal concluding meeting, he proposed that within two years, the Chinese business environment will undergo a revolutionary change, "not a change but a revolutionary change." His thoughts and attempts to integrate online and offline are typical examples of the transformation of traditional industries. In the following, we will leave more space for him to show his thinking.
Fear drives the revolution. It is not too late for Wang Zhimin to touch the net. He is an IT controller. He has also been a COO of e-commerce companies in the US for some time. He feels that e-commerce in the United States is different from China’s. Its initial consumer groups are white-collar workers and have money. People started, and China started from children. Just like Ma Yun said, when 80s are still in schools, e-commerce companies need to dig a pit in front of them and wait until they have money, and they will automatically jump in.
In 1997, I happened to be in Australia. There was a time when the MBA had just finished reading. There were three or four months to wait for my wife to have children. When I had nothing to do, I surfed the Internet every day and put all the IT companies in the world in total. Thousands of pages, all printed out, read in two or three months, bought a lot of books, but also finished learning, basically engaged in IT in the past few months to learn, after completing the year 2000 years mainland, Taiwan Island glasses 1997 He entered the mainland on the year, but did not do anything from 1997 to 2001. After I came, he asked me what you thought you should do. At that time, there were more than 30 stores on the mainland. I think if you press this kind of market in mainland China, you really want to be a relatively large-scale chain. The first one is lacking. The management platform, which must be established on the ERP, later agreed.
At that time, we had a turnover of more than 30 million yuan, and spent 3.5 million yuan to build a SAP ERP system. At that time, only China's state-owned enterprises and foreign companies were all on EER. This project made SAP very excited. It took about a full year from 2001. In 2006, as long as there SAP ads will be brought on the island glasses. Because of this, I'm familiar with almost all the excellent CIOs (Chief Information Officers) in the country and those who do IT.
By 2010, I saw that Taobao was already very big. Although it was still not affecting our traditional industries at the time, I felt that this was definitely a trend. Therefore, it was still necessary to learn, so I was in Beijing and Shanghai at that time. A department was set up to learn e-commerce, Beijing's team made frames and sunglasses, and Shanghai made contact lenses.
In 2012, Wang Zhimin merged the e-commerce teams in Beijing and Shanghai. Later, he hesitated to use "Baodao glasses" brand in the Tmall shop, if the "Treasure Island glasses", brand dealers discounted price reduction and the like will be limited, hamstring, if not, and no visibility. When he was entangled, Tmall proposed an O2O strategy in September 2013. Wang Zhimin told his "Our opportunity has come," and this year, he felt an unprecedented fear.
At that time, for the concept of O2O, we felt that we could buy coupons. We began to visit all Internet companies in October 2013 and then formally participated in the Tmall from November to December. We started cooperation with the public comment network in December. In these few months, our understanding with O2O was completely different from that of three or four months ago.
O2O is now in its infancy. It is only selling coupons on the Internet. Our industry is very special. There are two types of business in the traditional field. One is selling goods, and the other is selling experience. Cutting hair is a pure selling experience. of. Just as we both have, on the one hand there are physical objects, and on the other hand, we have experience. We happen to be caught in the middle. Therefore, we learn both sides while learning e-commerce. The actual selling part is based on the Tmall platform. The price is king, and the price has reached the blood stream.
But how to do this part of the experience, Tmall overall platform I think do not have to do really deep O2O. Because many of its infrastructure are not well-structured, we have worked very well with him. We registered in September and spent a full 45 days to get through the system. The headquarters also dispatched 6 teams to the 36 divisions across the country, and conducted intensive training for over 10,000 employees on O2O.
We are very excited to participate in the Tmall Twins 11 event this time. The transaction volume on the first day was actually not true, because the first day's trading volume was pulled in through a lot of advertisements, but the activity did a whole month and found that we enjoyed a treatment that we never had before. Those who spend on the first day will consume it within about two days, and 50% or 60 percent of them will write a comment on it after the consumption, because our comments are very good, so it will promote a whole month's sales amount. Very high. More than half of Tmall's first round is not a treasurer's customer. This proves that in the future, the layout of the traditional retail industry must be improved, your brand strength is strong enough, and the service must be done solidly before it can continue. Winning consumer praise, your O2O strategy makes sense.
However, after the double 11 eleventh, I had never been so afraid of speaking internally in December. I saw a lot of people injured in the Singles Festival. For example, in 2012, Seagull Watch sold 7 million watches and was very happy. Last year, it had 40 million goods sold, and then sold only 8 million. The first year's harvest would cause a very crazy forecast and cause an inventory backlog. In our museum of glasses, I was second in the double 11th day. One day's deal was more than 10,000 yuan, but there was also a chain of more than 300 stores and 13 of them. After I knew this data, the first feeling was very happy. The second feeling was very scary because the Internet's rules of the game were winners.
In the previous street, the output value of eyeglasses was 10 million. The boss took away 5-6 million, the 2nd took 3 million, and the 2nd old had 2 million to take. On the Internet, the boss took 95%, the second oldest old three points left 5%, then how to live? So that's why internet companies are going to die.
Now the whole momentum of O2O has come out. I think the world has changed. This business environment is different from what we used to be. We will now die if we do not change with it. Because of fear, I have to work harder now. During that time, I was crazy about making up classes. I didn't understand it terribly.
At this node, I am very pessimistic and very excited. My pessimism is that China has now entered a state of economic adjustment. This is a fact that I cannot change. In the past, I made a special offer and the guests would come. This year, I will make a special offer. The guests may still not come. In the past, it was a boiled frog who had problems with the company. If it is found that it is not correct, it must change quickly.
The reason for the excitement is that I now see the whole thing very clearly. We have to have half a year's time to quickly and intensively adjust our processes, rush to invest in the direction of the investment, and quickly and intensively open up the interface with WeChat. , Interface with JD.com, interface with all Internet. When we got through and operated for a while, by the end of 2015, we could be the highest-level optical company in the whole of China. When it was invincible, it didn't matter. Because so far I have seen our competitors have not yet responded, but this time is still very difficult.
Contacts are ubiquitous Some retailers believe that Tmall may not be the best O2O platform, and it cannot be the only one, because Tmall is a platform that is not friendly to retailers, forcing retailers to do OEM, or engage their own brands. , and the value of the future brand business is difficult to enlarge on Tmall. There are two kinds of retail, one is brand retailing, and the other is department store retailing. Department store retailers like Baodao and Watson are most likely to be destroyed by Tmall because they are selling other people's brands. As long as the price sold on the Internet is cheaper than retail stores, after-sales tasks will be very heavy.
According to Wang Zhimin, fragmentation and scene-based consumer behavior will become very popular in the future, and it is the best strategy to connect well with the “full contact point.” What he calls “full contact point” means that it can completely cover consumers. Each contact point. Based on this, Baodao glasses are trying to dock with as many ports as possible to understand each platform's own characteristics and user characteristics.
There is a problem with the Tmall platform. One strike will cover the whole country. The public comment network is localized. That means my activities in Wuhan may not be the same as the activities in Shanghai. Localization is not currently the strength of Tmall. Of course, some of Tmall's sub-platforms want to develop these things, but it is still not as deep as the public comment network. Therefore, we are also linking up with the public comment network. By April, the system will be completely docked. There will be a lot of localization activities to start. For example, we will get all the resumes of the optometrists. Our optometrists are fixed in a shop, but not later, where future customers will make an appointment and where you will go. We have more than 1200 stores, and there are more than 600 non-us system treasure island stores on the market. Through this function, I will tell consumers that we have 20 companies in this city. You will sign in, and I will give you accordingly. The number of points. In addition, we will also dock with the brand business, you come to sign, the brand will send you lenses or other products.
As we enter the second phase of O2O, we will do a little deeper. The real strategy is all-weather, full-contact. In other words, the previous traditional retail is probably like this. The whole industry chain, the factory design may be in Shenzhen, and the headquarters in Shanghai. The employees in the store are the only points of contact with the consumers. They are distributed in different cities. But the future store is just a point. The mobile phone is here. The iPad is there. All the touch points will be connected in a line. Consumers can come in contact no matter which point they come in. The future consumers will not take the time to come to your store. It is he who needs you. You must go to him.
In the next two to five years, more than half of retail companies will collapse. If your IT strength is not strong enough, you don't know how to redesign your processes, you don't dare to invest in the latest IT infrastructure, and if you dare to redesign a way to interact with consumers, then your company will be very easy. Let others knock it out.
In the face of the revolutionary changes that may occur in the future, you must understand, must dare to cast, must regroup all your assets, and in the new business segment in the future, consider rearranging your assets, resources, personnel, and IT. Such as all the elements, re-design process, re-thinking, really from the perspective of consumer convenience to study. In the past, the only thing that made consumers feel convenient was that I was in a place convenient to you. For example, I was at your doorstep and in front of the company. But the future is so convenient. It's not that I'm driving near you, but all you can. The contact point that you think of me must be perfect.
Baodao is trying to reconstruct the Call Center. The former Call Center is a telephone. Now it is WeChat, QQ, and contacts. Even strangers cannot ignore it. In other words, all information channels are contact points. When a customer complains with his friend, the merchant must find a way to know this quickly and then quickly eliminate the complaint. After all the contact points are fully operational, there must be a Call Center at the back and a big data platform behind the Call Center so as to better analyze the needs of consumers. This is the new generation of Call Center.
Now everyone is talking about some topics that are not actually O2O. In the future, all companies are O+O. Online capabilities and offline capabilities must be available at the same time. This requires a very powerful consumer interaction function. If you want to contact you, you must be able to contact him and construct a touch point that completely covers the consumer. Momo has already reached a million users. You will not open up its interface with it. Of course, you have to open it. How to get in touch with consumers is the key. As far as technology is concerned, I think that the technical difficulties will all be over after this year. Tmall will open up the technology link, and the public comment network O2O itself will be relatively complete. WeChat will also open up the technical link, so after the year is down, O2O's technology The link will be fully open. When these are all completed, the competition will return to the brand value, or will return to the consumer's reputation for your brand, no longer a matter of visibility. Only reputation issues.
I chatted with a boss that day. His company has just opened WeChat to pay. According to his hypothesis, if the monthly income from WeChat is 40 million yuan, even if the return rate is 10%, he can still get 36 million. So where is the scary place for retail companies in the future? In the same physical shopping mall, my guests are fewer and fewer, and others are all guests. why? Because the real competition does not happen in the visible shopping center, but in the invisible source. Consumers do not choose to come to your shop because decisions are already done online. The traditional retail choices, open to a place with the most people, will know that it will certainly attract people. But if it is in such a mighty information on the Internet, you put it on Tmall, it seems that the traffic is very big, but How does this traffic let you find you?
China's past 35 years of age is a heavy Internet user, but a very terrible thing happened last year. You will find that the proportion of people over the age of 40 who have mobile Internet and mobile shopping is soaring. If your industry mainly serves people over the age of 40, you are not affected by the Internet in the PC era, so there is no feeling, but when the era of mobile Internet comes, when many people over the age of 40 are shopping online, When your mainstream customer base is shifting consumer habits, you don't end up following you. Soon in 2014 or 2015, the number of mobile consumers will exceed half of the Chinese population. The decisive battle will be two years in the future. Whoever starts up well, who will put the contact point with the consumer first, and dare not say you You will win, but at least you will be more likely to face the future.
Passing through the intersection of death on Chaozhou Road, Putuo District, Shanghai, in a large yard, two small buildings with gray facades were built adjacent to each other. The Star Vision Inspection Center and e-commerce team each have one. In two buildings with similar appearances, two teams with different styles were stationed. The testing center was filled with various kinds of precision instruments. No hair was visible on the floor. No one walked around and shouted. The e-Commerce Department put a cartoon on the wall. The house was filled with banners. The gunpowder was full of vigor and vitality. The temporary increase of 60 people on the day of the double 11 made the space, which was not spacious, more crowded. This is Wang Zhimin's so-called 1.0 team and 2.0 team, of course, there is a mysterious 3.0 team. The reason why the e-commerce department is placed in an independent place is because they have different working habits. "A group of children loves how to make trouble and put him in the normal department." said Wang Zhimin.
In the 1.0 era of the retail industry, the strategy is very simple. It is the Army's thinking. It needs a hill and a hill. But the new economy and new business model is a three-dimensional thinking. There are navy, two guns, and an aircraft carrier. The pattern of the net and the army has been reorganized. If you rely on the Army only to lose, it would be no use to lay down the hill. Because it is bald mountain, your source is completely blocked.
In reorganizing resources, we must first solve people's problems. I now have a 1.0 team, this is the root of our business, and 2.0, similar to the e-commerce Air Force, 3.0 team, integrated 1.0 +2.0 Super Transformers. I am still thinking about how to get through, and I continue to intimidate 1.0 people. You will not be transformed. You will not work tomorrow. I send these new things to them all day long. A few days ago I started an executive management meeting. I talked for a long time and they still asked me what was the closed loop. I am very glad that they have the courage to ask questions. I didn't know it before. If I didn't know it, I would like to understand. Let me simply give an example: Do you know what Tencent and Ali are they doing? They establish their own closed payment platforms. When consumers generate shopping needs, they can quickly meet the needs of consumers and then receive the services and objects in a satisfactory manner. The entire process can be tracked, recorded, fed back, and analyzed. Called closed loop. Closed-loop trading is to ensure that transactions are generated in their own cycles, and all links can be traced if they go through.
In fact, different teams have different values, 1.0 is good for customer service, 2.0 is selling voucher, and 1.0 is going to be good, so that customers are all good, and 3.0 is doing the future. To develop to 3.0, no 1.0 can't be played, but if you let 1.0 do 3.0, he is in pain and I'm in pain.
Our 3.0 team is very fun. The team was called Noah's Ark. There were eight people across the department, a support department, and several company executives. In October 2013, I had an idea and sent it to the company's WeChat group. Suddenly there were seven or eight people. They watched with excitement and could not sleep at night. I chatted with them and felt that these people have the potential for neurosis. You must have this enthusiasm. If you don't have enthusiasm, you don't have any interest in doing things. Several of these people are returnees. The returnees have an advantage. You tell him a concept. When he does not find any data in the country, he will search abroad. The information is complete when he searches for information. Such a group of people is now helping me to find something on the cutting edge. . I was thinking a while back. What name should the working group call? I also thought of some very funny names, such as Noah's Ark, because I was saving the industry. When people from all over the world were drowned, we still had a small number of people living.
Assuming that we really entered the 3.0 era, how would the optical industry behave? Wang Zhimin felt that the combination of reality and reality must go through the “death intersection” before it can be redeemed.
Why is it called death cross? This is a big problem facing the traditional industries. In the past, the Chinese market was like this, the market was growing, and the market expenses were also growing. But there was a distance between the two, and the growth was much faster. No growth was parallel, now China. What problems encountered? Prices have allowed e-commerce to continue, but costs are still increasing. When the two intersect each other, it is the intersection of the retailer's death. For example, the glasses industry, which was originally a medical practice, must be very careful, but many people sell clothes with contact lenses on Tmall. This is because of price pressures, and they hope to reduce market costs. However, contact lenses will become so. Become an invisible bomb, the hidden danger is very large.
Now that you have O2O this baby, the gameplay is not the same, that is, you can choose the point is not the same, you also do not need so many physical stores. Your store’s previous goal was to open up to 10,000, and now two thousand are enough. Two thousand companies are equipped with a very strong network layout. The performance may not be lost to 10,000, and it is not necessary to rely on low prices. Hit the market. Our commodities are basically divided into two types, one is a standard type of simple goods, and the other is called a functionally complicated one. In the future, offline can only take the most accurate road, which cannot be replaced by standard goods. Buying standard goods online is a bargain. The service of functionally complex goods requires a lot of professionalism. This requires us to go deeper in the professional field and must distinguish the goods.
The combination of virtual and actual needs to test how you interact. Only in a purely virtual network is it impossible to go between the virtual and the actual. The biggest thing is called brand power and consumer trust. The confidence index of stores to consumers is still very high. . We talked about people's problems before. In fact, the technology is relatively simple. You dare to spend money and get it done in three months. It's hard to change people. How can you make the employees of more than a thousand stores serve the same happy attitude to a group-purchased consumer and a pure-line consumer? O2O's offline basic skills must be done well before the success of the docking, or else one to drive away ten. If the service attitude of the employee does not meet the group purchase, then no one can save you. Therefore, the difficulty of O2O is not in the technical aspects, but in the interaction between marketing and customers. This is another death crossing.
For the 3.0 era, there is much room for imagination. Do you think that optometry must be in the store? Actually not necessarily. About two months ago I had dinner with a foreigner. This person in the world's optical industry is veteran level, I told him that you think the phone optometry possible? He said that it must be possible, that is, the future of APP can be optometry. Which kind of person can be optometry, is between 25 and 35 years old, of course, this optometry is not yet mature, but today's immature does not mean immature after one year, immature after one year does not mean immature after five years, So this trend shows that the entire industry chain is likely to be overturned in the future. Another possibility is mobile optometry. We now have twenty such vehicles, and the consumer has set the time to determine which building he is in. Assume that ten people in this building today have to be optometry. After the car is opened, the light is tested, including what packages the company has today. Tell him all, the style makes you pick. There is also a mode where the optometrist is placed in your office like a photo sticker machine. You pay $100 to help you optometry.
Now that everyone has thought of the Internet as too mythical, the methods of optometry that I just talked about are actually not related to the Internet at all. When each link of the entire industry chain has been reorganized and put into a module that serves consumers as a train of thought, qualitative changes have taken place from quantitative changes. The industry of glasses has been developing for hundreds of years. Now some of my ideas may seem too advanced, but the future of technology will be even more terrible.
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