In the face of the price of casual talk, many people wonder, how much is the cost of this pair of glasses that spent thousands of yuan? How much money is earned by the merchants? Where cheap eyeglasses near me?
When the reporter asked the purchase price of glasses, Lv Qiang said, "50 yuan of titanium alloy frame, the purchase price is 40 yuan." But for the purchase price of lenses, he only said that the higher the purchase price, the more expensive it is sold.
Mingyue Glasses, as the "first share of China's lenses", has disclosed in the prospectus that in 2020, the cost of each lens is 6.77 yuan, and the cost of each pair of mirrors is 60.33 yuan. Small lenses also bring high profits, in 2022, the moon glasses lens business gross profit margin of 60.04%.
Doctor Glasses is a leading chain enterprise specializing in eyewear retail in China, which also has enviable gross profit margin. It has disclosed the price data in 2016, when the purchase price of the frame was 89.06 yuan, while the sales price of the same period reached 506.88 yuan; The purchase price of each lens is only 28.82 yuan, and the price of the same period is 281.75 yuan, which is nearly 10 times the cost.
When you look at this data, the words "profiteering" may come to mind. But if you look at the net profit of Doctor Glasses, you will find that compared with upstream suppliers, the life of eyewear retailers is not so good.
According to the financial report, the sales expenses of Doctor's glasses remain high. Among them, wages, social security and rent, property and utilities account for the majority.
This is also the pressure faced by many optical stores. Each store needs to be equipped with sales staff and optometrists, in order to increase the frequency of purchase, but also need to be located in a relatively prosperous area, the rent is naturally high.
Lu Qiang's colleague also told reporters, "We sell cheap, because the wholesale channel." Ordinary glasses stores may only supply three or five pairs of glasses a day, and if they don't sell them more expensive, they won't be able to sustain themselves."
Under a series of costs, glasses stores also lead to higher prices on frames and lenses in order to maintain operations and ensure profits, and the final result is that consumers pay.
How to tear off the glasses industry "profiteering" label?
In the face of reckless pricing of glasses stores, in the view of Jiang Han, a senior researcher at Pangu Think Tank, consumers want to avoid being "pit", first of all, they must choose a regular optical shop for glasses, and check the store's qualification certificate and credibility and other relevant information.
"Second, when choosing lenses, you can choose the right brand and quality level according to your needs, and don't blindly pursue high prices or imported products." Jiang Han mentioned, "Finally, before buying, you can understand the market price and relevant knowledge of glasses in advance, so as to better judge whether the price of the merchant is reasonable."
However, it is obviously not enough to rely on consumers' own attention to identify and prevent. How to make the price of glasses relatively standardized and transparent, tear off the "profitmaking" label in the eyes of outsiders, in Jiang Han's view, can also be solved by strengthening supervision, regulating market order and other measures.
Previously, for the "profitmaking" of the glasses industry, there have been insiders who have spoken out, on the one hand, because the industry giants have high pricing power, on the other hand, it is the inefficiency brought about by the industry chain being too long.
In the face of price increases at various levels and high sales costs, in the view of the industry, breaking the giant's grip on the supply chain, shortening the transaction link, and providing consumers with cost-effective products is the future of the development of the domestic glasses industry.
