Because of the influence of the long-standing "government-oriented" thinking, there are still a lot of business in China's business sector is related to the economy of the million points. Although the eyeglasses industry belongs to the industry of complete market economy, but if you don't figure out the approval conditions, blindly invest money to rent a store and decoration, and finally the relevant documents are not approved also people cause unnecessary losses. For many business people, on the one hand, they want to evade taxes, on the other hand, they are afraid of not having documents to be verified by the relevant departments. Therefore, it is difficult for some bosses who have not applied for the relevant documents to do business wholeheartedly. Because once the policy changes, they will worry that the documents will not be approved. Therefore, before opening a store, it is a must to consult with the relevant approval authorities in the local area first.
According to the information provided by the people concerned, the application for eyeglasses training is the same as that of a general self-employed person, and there is no need for prior approval. It is sufficient to provide a copy of one's identity card, a single-inch photo, proof of use of residence and fill in the appropriate forms. Usually include the following procedures: 1, industrial and commercial license; 2, tax registration; 3, to the Quality Supervision Bureau for the production license; 4, such as the sale of contact lenses need to go to the Food and Drug Administration for a medical device license; 5, must be equipped with optometry, dispensing certificates of optometry, dispensing staff; 6, to handle these formalities are generally less than 5,000 yuan. Although the specific requirements may vary from place to place, the procedures are basically similar.
What needs to be especially reminded is that the production license of eyeglasses products is now gradually becoming the focus of the audit. January 8, 2004, the National Production Licensing Office outside the release of the "production license for optical products implementation rules" and the inspection unit of the notice. The production license system for eyeglasses began to be implemented nationwide. According to the relevant regulations, all enterprises producing and selling eyeglasses products must obtain the production license, otherwise they are not allowed to produce and sell eyeglasses products. The scope of licensing includes 12 licensing units such as spectacle lenses, spectacle frames, presbyopia, sunglasses, eye protection spectacles and dispensing glasses. For the optical store, its production facilities, inspection equipment, professional staff and other 25 47 paragraphs will be assessed one by one. Only to meet the standards to pass the audit and receive a production license. The new optical store must also obtain a license to operate. At the same time, the optical store to receive the license is also subject to supervision and audit, every five years for a license. On the one hand, the opticians want to evade tax, but on the other hand, they are afraid of being verified by the relevant departments without documents. Therefore, it is difficult for some bosses who have not applied for the relevant documents to do business wholeheartedly. Because once the policy changes, they will worry that the documents will not be approved. Therefore, before opening a store, it is a must to consult with the relevant approval authorities in the local area first.
According to the information provided by the people concerned, the application for eyeglasses training is the same as that of a general self-employed person, and there is no need for prior approval. It is sufficient to provide a copy of one's identity card, a single-inch photo, proof of use of residence and fill in the appropriate forms. Usually include the following procedures: 1, industrial and commercial license; 2, tax registration; 3, to the Quality Supervision Bureau for the production license; 4, such as the sale of contact lenses need to go to the Food and Drug Administration for a medical device license; 5, must be equipped with optometry, dispensing certificates of optometry, dispensing staff; 6, to handle these formalities are generally less than 5,000 yuan. Although the specific requirements may vary from place to place, the procedures are basically similar.
What needs to be especially reminded is that the production license of eyeglasses products is now gradually becoming the focus of the audit. January 8, 2004, the National Production Licensing Office outside the release of the "production license for optical products implementation rules" and the inspection unit of the notice. The production license system for eyeglasses began to be implemented nationwide. According to the relevant regulations, all enterprises producing and selling eyeglasses products must obtain the production license, otherwise they are not allowed to produce and sell eyeglasses products. The scope of licensing includes 12 licensing units such as spectacle lenses, spectacle frames, presbyopia, sunglasses, eye protection glasses, and dispensing glasses. For the optical store, its production facilities, inspection equipment, professional staff and other 25 47 paragraphs will be assessed one by one. Only to meet the standards to pass the audit and receive a production license. The new optical store must also obtain a license to operate. At the same time, the optical store to receive the license is also subject to supervision and audit, every five years to renew the license.
Two, sufficient funds
Due to the changes in the market environment, the grade of the optical store is now increasingly demanding, the size of the tiger opened more and more large, many small-scale optical stores either be squeezed out of the mainstream business district, run to the outskirts of the city development, or simply out of the optical retail market. At the same time, the entry of foreign glasses and the pace of expansion of the domestic optical giants also disguised as the threshold of the optical store. Now the situation is that even if you open a 100 square meters or so of optical store, the investment is more than 30-50 million yuan. Moreover, the cycle of cost recovery is getting longer and longer due to the increasing competition. So if you don't have sufficient capital, it will easily lead to difficulties in operation, and you will usually save a lot of operating expenses that you shouldn't save, and even lower the salary level of your staff and reduce the quality of your products. Eventually the result of a vicious circle.
According to the current market situation, the investors of optical stores had better own the main source of cash for investment. If most of the way to take to the bank loan or to relatives and friends to borrow money is not desirable, and those glasses chain franchise advertisements claiming a small investment, the whole support, rapid cost recovery, there is too much water, some of the actual operation of the investment is much larger than the number of advertisements advertised in the first place, and the profit is not much, so no matter what kind of optical store, even if you look at the market, you must also have sufficient Funds to do the turnover, so as not to cause a difficult situation.
Three, the industry status survey
Detailed investigation of the status of the industry is a necessary step before the store. Some investors tend to walk around, some are in other optical store to do things, look at their own stay in that optical store to make money on the idea of opening their own store. In fact, in the current market competition has been white-hot situation, the preliminary market research must be detailed and in-depth, at least should include consumers, the overall profitability of the local retail stores, the production and sales of optical products itself, the market competition pattern and other aspects.
Undoubtedly, the consumer is at the center of the preliminary market research, because all marketing is centered on the consumer. Therefore, it is necessary to segment the consumer's consumption status, such as consumer consumption price differences, the consumption psychology of different consumer groups, consumption of popular styles and other aspects. Through a comprehensive understanding of consumers, in order to accurately market positioning.
And the overall profitability of each retail store is also a factor that must be considered. If you suddenly enter an industry that is in an overall downturn in a certain place or period of time, the investment risk will be very high. For example, it is not a wise choice to invest in the catering industry shortly after SARS, or to invest in color TV production during the period of surplus color TVs. Although the eyeglasses industry as a whole is in a rising period, but also facing a reshuffle of the situation, so more can not believe that some media "profiteering" one-sided words, but through different ways to investigate in detail. Moreover, in different regions, the profitability of optical retail stores and business risks are different, such as the south and north, coastal and inland, big cities and small cities there are obvious differences.
In addition, the production, sales, quality, logistics, inventory, purchase channels, etc. of the optical products themselves must be understood before opening a store, especially for those who are not familiar with the inside of the optical industry, but also to investigate in detail. On this basis, in order to further understand the current local competitive landscape, in order to find a good entry point. For example, there are places where the influence of foreign-funded eyeglasses is very large, there are places where the regional chain stores or the old one is unique, and some places are half-price optical stores or couples of opticians are prevalent.
Four, the future trend analysis
As the market is always changing, so for any operator, the future trend of the analysis of the problem can not be avoided. Because only in-depth analysis to grasp the initiative of the market. However, some people "do a day monk hit a day clock", some people choose to follow the wind way, some people are in-depth analysis to make accurate predictions. Of course, the analysis of future trends is not an easy task, but it is not without rules. If we go back and examine the curve of change in many industries, we will find that many previous predictions and judgments have become reality.
The eyewear retail industry is in a period of adjustment, and the signs of the big fish eating the small fish are very obvious. Those who have no scale and no characteristics of the optical store will be gradually marginalized; the price war initiated by the affordable optical store will also make the original profit margins of many optical stores further shrink; some of the original optical training in the top locations due to the difficulty of high rent had to choose to move; consumers are becoming more and more picky, and a lot of miscellaneous brands of glasses will be more and more difficult to sell; the strong entry of foreign eyeglasses to intensify the competition; the implementation of the production license access system for the optical industry and so on. Production license access system and so on. There are many changes such as these, each aspect of the changes will lead to market consumption pattern tilt and change, if you fail to capture those small changes in time, not only is it difficult to seize the business opportunities, perhaps it will also lead to investment in the direction of the opposite of the bad results.
So, the opening of the optical store must be aimed at the market trend, in the choice of location, decoration, products and services, etc. are timely follow-up. At the same time, pay attention to the local specifics, especially to grasp the time period of change, because some macro-environmental changes in the local area is not necessarily fast apparent, if the step too fast will inevitably fall into the quagmire.
Five, the right site
For the optical store site, it can be said that there are different opinions. However, it is an indisputable fact that the location must be positioned according to the target customer group. In recent years, some eyeglasses stores have been forced to transfer due to high rents, some choose to relocate, but after the relocation of the rent down, the customer flow is also a significant drop. If you choose the core business district in the city, in order to attract more customers, but also to avoid high rents, you can consider opening the store in the second or third floor or even higher floors. In this way, the business area is much larger, but the rent is saved a lot. And then the saved rent more for advertising and improving service quality. This kind of eclectic store location choice has been practiced in many cities in recent years. For example, Ningbo, Zhejiang Province, Baokang Optical Supermarket is located in the city's busiest Tianyi Square business district, the neighborhood has a very large flow of people, but the ground floor of the storefront rent is almost equivalent to the fourth floor of the ten times, so the investor chose the store site on the fourth floor, and with a lot of advertising to make up for the disadvantage, so that when the popularity of the rise, advertising costs can be reduced, the advantage of rent began to show.
It should be noted that some investors are eager to open a store, looking for a long time after the lack of a suitable front will find a good location. They subconsciously always recognize that there is a flow of people as a guarantee that the problem will not be too big, this hasty approach is very undesirable, because glasses are not fast moving consumer goods, many customers do not have a strong sense of consumption habits. Some places have a large flow of people mainly shopping for clothes and shoes, for some optical stores, the advantage of this flow of people is not enough to make up for the high rent expenditure. In one city, an optical store opened by three people is to consider the flow of people alone and lead to failure. The store is located in a large flow of people near the department store shopping mall, upstairs is an area of about 500 square meters of KFC, next to the well-known clothing stores, the peak of the doorway more than 100 people per minute, but less than a year after the store had to be transferred, and finally the total **** loss of nearly four hundred thousand yuan.
Comprehensively speaking, the location of the optical store should be combined with the market positioning, choose to travel relatively convenient, there is growth potential, the rent should not be ridiculously high place for the best. If there is no suitable location in the old city, you can also consider opening in the new city business district, while choosing the need to have patience and give full consideration to the proportionality of the relationship between the cost of rent and customer traffic.
Six, learn the lessons of failure
This is an easy to be ignored, because many people who open a store subconsciously avoid this seemingly inauspicious idea. But those who open optical store failure cases sometimes even more than the success of the case is more meaningful, many times, success is not easy to replicate, but the reasons for failure are strikingly similar. Drawing on the lessons learned from those failures to open a store, some win with a superb offense, while others win with a tough defense. Obviously, cutting down on turnovers is exactly the kind of effective way to use defense to get success.
In fact, business is often a part of the business is not dealt with properly, the whole plate is lost, the success of the store is very often based on less mistakes on the basis of. This investment failure due to some aspects of negligence is not a few cases. According to an industry insider, an eyeglasses company to take more than 10,000 high-tech employees from the beginning of 2000 has been five times to invest in eyeglasses store, are ended in failure. The reason, either the lack of practical experience, or rent is too high, or site selection is not appropriate, or partnership conflicts, or lost in the hosting of others. In short, the reasons for each failure are different, but all left a painful lesson.
So, understand and analyze those who failed to operate the reasons for failure, so as to bypass these easy to burst the "time bomb", but also to open a store is an effective guarantee of success.
Seven, clear market positioning
Often, in the early stage of industry development, consumer demand is not high, competition is not fierce, high profits, many people open optical store may only need courage and luck to have a good harvest, so the market positioning does not seem so important. However, once the market gradually enter the mature stage, the threshold will be higher and higher, the opportunity to speculate is less and less, this time without accurate judgment and adequate preparation is difficult to obtain success.
So, after making good preparations in all aspects, the optical store must look for new growth space, so as to establish a clear market positioning. Because in the market has been basically saturated, if you still repeat the previous marketing model, not only is it difficult to attract more consumers, but also pay a higher marketing costs, the final result will be difficult to satisfy, especially for the ordinary optical store investors, what projects are on, no focus on the practice is not desirable, you must find a practical segmentation of the market focus on the attack.
Generally speaking, the market positioning of the optical store mainly includes the product consumption level, the difference between the consumer groups, the store site selection, decoration layout, promotion strategy, management ideas and many other aspects. The market positioning of the optical store is a comprehensive project, must be integrated into an organic whole in order to play the best benefit. For example, you want to do luxury eyeglasses basically must be in the most prosperous commercial area, do the student group as close as possible to the Higher Education Park, do the white-collar class is best to close to the office building dense place. At the same time, your decoration layout, promotional methods, product price, etc. to cater to the store's target consumer groups of consumer psychology, and your management must also be around these market characteristics of the service, to ensure that the entire operational process smooth.
Eight, excellent management execution
The first few, the domestic marketing community operating strong regulator marketing planning, but now began to increasingly emphasize the issue of execution. Glasses industry is also generally faced with the lack of implementation of the confusion, because the glasses retail training basically belongs to the size of the private sector is not very large, a lot of decision-making is often the boss touches the head to shoot the board, so a considerable part of the management of the retail store on the implementation of the implementation appears to be very confusing. Some eyeglasses training initially market positioning and marketing planning to do quite well, but in the late implementation of either can not be carried out according to plan, or can not consistently adhere to, and in the market competition, a lot of details of the implementation of the strength of the final success or failure is often determined.
In addition, the eyeglasses industry, due to historical reasons, the phenomenon of masters with apprentices is relatively common, and some stores have a large number of patriarchs, resulting in a lot of strict management system is difficult to put into practice. If you dismiss some seniors, it is difficult to recruit the right talent, many optical stores are in a dilemma. Some optical store owners in the long-term operation of the hands-on, already feel overwhelmed, the urgent need for strong implementation of management personnel, but it is difficult to recruit at once, internal training can not solve the pressing problem. It can be said that these problems of poor implementation of management are plagued by many optical retail enterprises.
For the above problems in the execution of the optical industry, the new optical store is best to start to identify a good strong team, and develop a good match with the actual rules and regulations, do not take one step at a time, from this point of view, there is practical experience in the management of the new optical store must be, otherwise, even with good positioning and planning, and ultimately will be subjected to the execution of this piece of the short board.
Nine, cost control
It is undeniable that the domestic optical industry in the development of the early profits are indeed very high, so most of the optical stores are opened in the local or the prime location of the business district. However, with the increasing competition in the industry, the decline in the profitability of optical retail stores has become an undeniable fact. On the other hand, there are always other emerging industries or traditional fast-consuming industries that invariably raise the price of rent. For example, in recent years, cell phone stores are stationed in the core of the city in large numbers. Moreover, the rent is only part of the cost, in all aspects of the squeeze, the comprehensive cost of many optical stores have been pressured bosses can not breathe.
"Gross profit is very high, the net profit is almost zero", this is an eyeglasses store owner talked about the current business situation when the helpless words. Indeed, in the current competitive environment, the cost control of the optical store has become one of the key factors in the success or failure of the operation, in general, rent, glasses and staff salaries and other operating costs each accounted for about 30% of the cost of the optical store expenses, of which the rent is hard and difficult to regulate, the high rent so that many optical stores in fact, the landlord is working for the landlord, so it is very important to open a store when you choose a reasonable price of the front, otherwise invest money in the renovation of the rent is very high, and the rent is very high, and it is very important to choose a reasonable price. So it is very important to choose a reasonable price for the storefront when opening a store, otherwise, the rent will become a hard injury after investing money for decoration. In the past two years, many affordable eyeglasses supermarkets have chosen to open stores on the second and third floors of the same top locations, which is an effective way to avoid high rents.
In addition to the rent, the optical store's staff spending is also the focus of regulation, there are many optical store staff too much, the work efficiency is not high, the more prominent problem is the idle time is too long, some of the optical store clerk a day to receive customers less than an hour, usually basically is to kill time, the status quo of this business greatly consumed the profits of the optical store to be resolved.
For example, an optical store area of less than 500 square meters, the staff of up to 40 to 50 people, monthly single staff salary expenditure will be 70,000 to 80,000 yuan.
The cost of goods for the optical store, the price of a significant drop in space has been little, so the center of gravity of the regulation should be placed on the quality and inventory above. Because of the many styles of eyeglasses products, if there is no control of logistics, even if you can make money will become a product inventory.
Ten, master the operational process within the training
As investors and operators of optical stores, after making the above preparations, must also understand the internal process of the optical store in detail, to do the bottom of the heart, so as to do as well as possible in the details.