Due to the long-term influence of "official standard", there are still many economic-related things in China's commercial field. Although the glasses industry belongs to a completely market economy industry, if the approval conditions are not clear, people will blindly invest money to rent stores and decorate them, and finally the relevant documents will not be approved, which will also cause unnecessary losses. For many business people, on the one hand, they want to evade taxes, on the other hand, they are afraid of being checked by relevant departments without documents. Therefore, it is difficult for some bosses who have not handled 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, you must consult the relevant local examination and approval authorities.
According to the information provided by relevant people, the application for glasses training, like ordinary self-employed, does not require pre-approval. Just provide a copy of my ID card, one-inch photo, proof of residence and use and fill in the corresponding form. Usually includes the following procedures: 1, business license; 2. Tax registration; 3. Apply to the Quality Supervision Bureau for a production license; 4. If you sell contact lenses, you need to go to the Food and Drug Administration to apply for a medical device business license; 5, must be equipped with optometry, optometry personnel, optometry personnel related certificates; 6. The use of these programs is generally less than 5000 yuan. Although the specific requirements may vary from place to place, the procedures are basically the same.
What needs special reminder is that the production license of glasses products is gradually becoming the focus of audit. On October 8, 2004, the National Production License Office issued the Detailed Rules for the Implementation of the Glasses Production License and the Notice of the Inspection Unit. We began to implement the glasses production license system throughout the country. According to relevant regulations, all enterprises that produce and sell glasses products must obtain production licenses, otherwise they may not produce and sell glasses products. The scope of issuance includes: 12 license applicants such as spectacle lenses, spectacle frames, reading glasses, sunglasses, eye protection glasses and fitting glasses. For the optical shop, its production facilities, inspection equipment, professionals and other 25 items and 47 items are assessed one by one. Only when the standards are met can the production license be obtained through examination. The newly opened optical shop must also obtain a license before it can open. At the same time, the optical shop must accept supervision and audit after receiving the license, and renew it every five years. On the one hand, scholars want to evade taxes, on the other hand, they are afraid that they will be checked by relevant departments without documents. Therefore, it is difficult for some bosses who have not handled 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, you must consult the relevant local examination and approval authorities.
According to the information provided by relevant people, the application for glasses training, like ordinary self-employed, does not require pre-approval. Just provide a copy of my ID card, one-inch photo, proof of residence and use and fill in the corresponding form. Usually includes the following procedures: 1, business license; 2. Tax registration; 3. Apply to the Quality Supervision Bureau for a production license; 4. If you sell contact lenses, you need to go to the Food and Drug Administration to apply for a medical device business license; 5, must be equipped with optometry, optometry personnel, optometry personnel related certificates; 6. The use of these programs is generally less than 5000 yuan. Although the specific requirements may vary from place to place, the procedures are basically the same.
What needs special reminder is that the production license of glasses products is gradually becoming the focus of audit. On October 8, 2004, the National Production License Office issued the Detailed Rules for the Implementation of the Glasses Production License and the Notice of the Inspection Unit. We began to implement the glasses production license system throughout the country. According to relevant regulations, all enterprises that produce and sell glasses products must obtain production licenses, otherwise they may not produce and sell glasses products. The scope of issuance includes: 12 license applicants such as spectacle lenses, spectacle frames, reading glasses, sunglasses, eye protection glasses and fitting glasses. For the optical shop, its production facilities, inspection equipment, professionals and other 25 items and 47 items are assessed one by one. Only when the standards are met can the production license be obtained through examination. The newly opened optical shop must also obtain a license before it can open. At the same time, the optical shop must accept supervision and audit after receiving the license, and renew it every five years.
Second, sufficient funds.
Due to the change of market environment, the grade requirements of optical shops are increasing day by day, and the scale is also expanding. Many small-scale optical shops are either pushed out of the mainstream business circle and developed in the suburbs of the city, or simply quit the optical retail market. At the same time, the entry of foreign glasses and the expansion of domestic glasses giants have also raised the threshold for opening optical shops in disguise. The current situation is that even if an optical shop with an area of 100 square meter is opened, the investment will be more than 300,000-500,000 yuan. Moreover, due to the increasingly fierce competition, the cycle of cost recovery is getting longer and longer. Therefore, if there is not enough funds, it will easily lead to operational difficulties, which will usually save a lot of unnecessary operating expenses and even reduce the salary level and product quality of employees. Eventually form a vicious circle.
According to the current market situation, it is best for investors in optical shops to have their own main cash sources for investment. It is not advisable for most of them to borrow money from banks or relatives and friends. However, the statements of small investment, full support and quick cost recovery in the glasses advertisements of franchise chains are too moisture. Some actual investment is far greater than the original advertising figures, but the profits are not much. Therefore, no matter what kind of optical shop you open, even if it is aimed at the market, you must have sufficient capital turnover to avoid riding a tiger.
Third, the industry status survey
A detailed investigation of the current situation of the industry is a necessary step before opening a store. Some investors often wander around, while others work in other optical shops. Looking at the optical shop where they stayed to make money, they came up with the idea of opening their own shop. In fact, in the current fierce market competition, the previous market survey must be detailed and in-depth, including at least the overall profitability of consumers and local retail stores, the production and sales of glasses products themselves, and the market competition pattern.
There is no doubt that consumers are at the core of the pre-sales survey, because all marketing is centered around consumers. Therefore, it is necessary to subdivide the consumption situation of consumers, such as the difference in consumer prices, the consumption psychology of different consumer groups, and the popular style of consumption. Through a comprehensive understanding of consumers, we can accurately locate the market.
The overall profitability of each retail store is also a factor that must be considered. If you suddenly enter a certain place or an industry that is generally depressed in a certain period, the investment risk will be great. For example, it is not wise to invest in the catering industry just after SARS and invest in color TV production during the period of excess color TV. Although the glasses industry as a whole is on the rise, it is also facing a reshuffle, so it is even more difficult to believe the one-sided words of "profiteering" in some media, but to conduct a detailed investigation through different channels. Moreover, in different regions, the profitability and business risks of optical retail stores are inherently different, and the south and the north, the coastal areas and the mainland, big cities and small cities are obviously different.
In addition, the production, sales, quality, logistics, inventory and purchase channels of glasses products themselves must be clearly understood before opening a store, especially for those who are not familiar with the inside story of the glasses industry. On this basis, we can further understand the current local competition pattern and find a good starting point. For example, some local foreign glasses have great influence, some local regional chain stores or time-honored brands are unique, and some local half-price optical shops or couples optical shops are more popular.
Fourth, the future trend analysis
Because the market is always changing, it is an unavoidable problem for any operator to analyze the future trend. Because only in-depth analysis can grasp the initiative of the market. However, some people "knock the bell every day", some people choose to follow the trend, and some people make accurate predictions through in-depth analysis. Of course, the analysis of future trends is not an easy task, but it is not without chapters. If we look back at the change curves of many industries, we will find that many previous predictions and judgments have come true.
The glasses retail industry is in a period of adjustment, and the signs of big fish eat small fish are very obvious. Those optical shops that have neither scale nor characteristics will gradually be marginalized; The price war provoked by cheap optical shops will further shrink the original profit margin of many optical shops; Some glasses training originally located in the top lots had to be relocated because it was difficult to keep up with the high rent; Consumers are becoming more and more picky, and many brand-name glasses will become more and more difficult to sell; The strong entry of foreign glasses has intensified competition; The glasses industry implements the production license access system and so on. There are many such changes, each of which will lead to the tilt and change of the market consumption pattern. If those small changes are not caught in time, it will not only be difficult to seize business opportunities, but also lead to the opposite consequences of investment.
Therefore, to open an optical shop, we must follow the market trend in site selection, decoration, products and services. At the same time, we should pay attention to the local specific situation, especially grasp the time period of change, because some macro-environmental changes may not appear soon in the local area, and if we step too fast, we will inevitably fall into a quagmire.
5. Suitable store location
There are different opinions about the location of optical shops. However, it is an indisputable fact that the website must be positioned according to its target customer base. In recent years, some optical shops were forced to transfer because the rent was too high, and some chose to move, but after the move, the rent dropped and the passenger flow dropped significantly. If you choose to be in the core business district of the city, in order to attract more customers and avoid high rent, you can consider opening the store on the second, third or even higher floors. In this way, the business area is much larger, but the rent is much saved. Then, the rent saved will be used for advertising and improving service quality. This eclectic store location method has been implemented in many cities in recent years. For example, Baokang Glasses Supermarket in Ningbo, Zhejiang Province is located in Tianyi Square, the most prosperous business district in the city. There is a lot of people nearby, but the rent of the facade on the ground floor is almost ten times that of the fourth floor. Therefore, investors chose the location of the store on the fourth floor, with a large number of advertisements to make up for the disadvantages. After the popularity is improved, the advertising fee can be reduced and the advantage of rent begins to appear.
It should be noted that some investors are eager to open stores, looking for a long time, just looking for a good location, there is no suitable facade. Subconsciously, they always know that people with traffic guarantees will not have too big a problem. This hasty practice is not desirable, because glasses are not fast-moving consumer goods, and many customers do not have strong perceptual consumption habits. In some places, the large flow of people is mainly because there are many people buying clothes and shoes. For some optical shops, this flow advantage is not enough to make up for the high rent. An optical shop opened by three people in a city closed down just considering the flow of people. The store is located near a department store with a large flow of people. There is a KFC with an area of about 500 square meters upstairs, and there is a well-known clothing store next to it. During the rush hour, the number of people passing by the door per minute exceeds 100, but it will be transferred less than one year after opening the store. In the end, the total loss was nearly 400,000 yuan.
Generally speaking, the location of optical shops should be combined with market positioning, and it is best to choose a place with relatively convenient travel and growth potential, and the rent should not be unreasonably high. If there is no suitable location in the old city, you can also consider opening it in the new business district of the city. At the same time, you need to be patient and fully consider the proportional relationship between rental cost and passenger flow.
Sixth, learn from failure.
This is a problem that is easily overlooked, because many people who open stores subconsciously avoid this seemingly unlucky idea. However, those cases that failed to open an optical shop are sometimes even more instructive than successful cases. Many times, success is not easy to replicate, but the reasons for failure are strikingly similar. Learn from the experience and lessons of those who failed to open a shop, some won by overtaking and some by tough defense. Obviously, reducing mistakes is an effective way to succeed with defense.
In fact, business operation is often a failure of improper handling of a link, and the success of opening a store is often based on making fewer mistakes. There are many cases of investment failure due to negligence in some aspects. According to an insider, an employee of an optical company who took more than 10,000 high-tech jobs has invested in opening an optical shop five times since 2000, all of which ended in failure. The reason is either lack of actual combat experience, high rent, improper location, constant conflict in partnership operation, or inability to ask others to trust. In short, the reasons for each failure are different, but they all leave a painful lesson.
Therefore, it is also an effective guarantee for the success of opening a store to understand and analyze the reasons for the failure of those business losers, so as to bypass these explosive "time bombs".
Seven, clear market positioning
Usually in the early stage of industry development, consumers' requirements are not high, competition is not fierce and profits are high. Many people who open optical shops may only need courage and luck to get good results, so market positioning seems less important. But once the market gradually enters the mature stage, the threshold will be higher and higher, and the opportunities for speculation will be less and less. At this time, it is difficult to succeed without accurate judgment and adequate preparation.
Therefore, after doing all the preparatory work, optical shops must find new growth space, so as to establish a clear market positioning. Because if the market is basically saturated, if we still repeat the previous marketing model, it will not only be difficult to attract more consumers' attention, but also pay higher marketing costs, and the final result will not be satisfactory, especially for ordinary investors in optical shops, it is even more undesirable to concentrate on everything, so we must identify the feasible market segments and focus on them.
Generally speaking, the market positioning of optical shops mainly includes product consumption grade, consumer group differences, store location, decoration layout, promotion strategy, business ideas and many other aspects. The market positioning of optical shops is an interlocking comprehensive project, and all kinds of factors must be integrated into an organic whole to bring the best benefits into play. For example, if you want to make luxury glasses, you should basically be in the most prosperous business district, and the student groups should be as close as possible to the higher education park, white-collar workers, and it is best to be close to densely populated office buildings. At the same time, your decoration layout, promotion methods, product prices, etc. You should cater to the consumption psychology of the target consumers in the store, and your management must also serve these market characteristics to ensure the smooth progress of the whole process.
Eight, excellent management execution
In the past few years, the domestic marketing industry has implemented a strong regulatory marketing plan, but now it has begun to emphasize the issue of execution more and more. The glasses industry is also generally faced with the confusion of insufficient execution. Because glasses retail training is basically a small private enterprise, many decisions are often made by the boss, so the management and implementation of a considerable number of retail stores are very chaotic. Some glasses training has done a good job in market positioning and marketing planning at the beginning, but in the later stage, it can't be carried out as planned, or it is consistent. In the market competition, the implementation of many details often determines the final success or failure.
In addition, due to historical reasons, it is very common for teachers in the optical industry to take apprentices. Some shops are elders, and many strict management systems are difficult to implement. If some elders are dismissed and it is difficult to recruit suitable talents, many optical shops are in a dilemma. Some optical shop owners are hands-on in their long-term operation and feel overwhelmed. They urgently need management talents with strong execution, but it is difficult to recruit them at once, and internal training can't solve the urgent need. It can be said that these problems of poor management execution plague many glasses retail enterprises.
In view of the execution problems existing in the above-mentioned optical shops, it is best for the newly-opened optical shops to find a strong team from the beginning and formulate relevant rules and regulations in line with reality. One step at a time is forbidden. From this point of view, management talents with practical experience are necessary for newly opened optical shops, otherwise, even with good positioning and planning, they will eventually be subject to the shortcomings of execution.
Nine. cost control
Undeniably, the profit of the domestic optical industry in the early stage of development is really high, so most optical shops are located in the prime location of the local or business district. However, with the increasing competition in the industry, it has become an undeniable fact that the profit rate of optical retail stores has declined. On the other hand, there will always be other emerging industries or traditional fast-moving industries that raise the rent price invisibly. For example, in recent years, a large number of mobile phone stores have entered the core area of the city. Moreover, the rent is only part of the cost. Under the pressure of various aspects, the comprehensive cost of many optical shops makes the boss overwhelmed.
"The gross profit is very high and the net profit is close to zero", which is the helpless words of an optical shop owner when talking about the current operating conditions. Indeed, in the current competitive environment, the cost control of optical shops has become one of the key factors for the success or failure of operation. Generally speaking, the operating costs such as rent, glasses purchase and staff salaries each account for about 30% of the cost of optical shops, of which rent is a hard cost and difficult to control. The high rent makes many optical shops actually work for landlords, so it is very important to choose a reasonable facade when opening a shop, otherwise the rent will become difficult to handle after renovation. In the past two years, many cheap glasses supermarkets have chosen to open stores on the second and third floors, which is also the top location, which is an effective way to avoid high rents.
In addition to rent, the personnel expenses of optical shops are also the focus of supervision. Many optical shops have too many employees and their work efficiency is not high. The outstanding problem is that the idle time is too long. Some optical shop assistants receive customers for less than an hour a day, which is basically killing time. This kind of business situation has greatly consumed the profits of optical shops and needs to be solved urgently.
For example, an optical shop has an area of less than 500 square meters, with 40 to 50 employees and a monthly salary of 70,000 to 80,000 for a single employee.
As far as the commodity cost of optical shops is concerned, there is little room for a sharp drop in prices, so the focus of regulation should be on quality and inventory. Because there are many styles of glasses products, if the logistics control is not good, even if you can make money, it will become product inventory.
Ten, master the operation process in the training.
As an investor and operator of an optical shop, after making the above preparations, you must also know the internal process of the optical shop in detail, so as to know fairly well and do the details as well as possible.