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eayyowxr · Wysłany: Nie 13:11, 20 Mar 2011 Temat postu: China's optical industry worry

While China's output of
glasses spectacles of the world's total output accounted for 70%, but profits only 15% of the world about the glasses market. Our glasses are basically concentrated in low value-added business products manufacturing in the world, in the eyewear industry in the industrial chain division of the end, only get a modest production values. 80 years from the date of the last century, the Chinese optical industry has boomed and qualitative change, full of vitality. 2006, China's optical industry output value reached 200 billion yuan, the export of nearly 20 billion mark. At present, China accounts for optical output of 70% of world production. In addition, the glasses in the domestic consumption, the total capacity of the Chinese optical industry market has reached 40 billion yuan. In recent years, China's optical industry is to maintain a high growth rate of 17%. The vigorous development of China's optical industry beckons: China has not only become the world's leading eyewear-producing countries, but also the potential to become the world's largest consumer spectacles in the world. However, although the production of glasses spectacles of the world's total output accounted for 70%, but profits only 15% of the world about the glasses market. The reason is that China's optical business is essentially concentrated in the manufacturing of low value-added products in the world, in the eyewear industry in the industrial chain division of the end, only get a modest production values. China only glasses big manufacturing country, not the glasses a manufacturing power. In the rapid development of the industry behind the numbers, China's optical industry worries there can not be ignored. A product is not high quality, brand-building lag recent years, the prosperity of the optical industry in China Description: China is a truly However,[link widoczny dla zalogowanych], my producers are showing the optical production, backward technology, lack of status of design capacity. This led directly to high-quality optical products in China, quality is low. At present, China glasses manufacturer little independent R & D institutions. Production and processing, the vast majority of enterprises still rely only on imports of foreign machinery and equipment and the introduction of advanced production technology related; style design, a large number of enterprises due to only do OEM for foreign companies glasses, does not have the relevant design capacity. Lack of advanced production technology and design capability, China's optical industry is difficult to form a core competitiveness of the big brands. According to strategic brand management expert Kevin Lane Keller (KevinLaneKeller) brand theory, if you want to enhance consumer brand awareness, brand building to achieve the purpose, we need to strengthen consumer brand recognition and memory capacity, but to the memory of the consumer to form a strong brand recall (brand association), it must create a unique and strong product features and service characteristics. China's optical industry is the lack of such products and services, originality, dragging down countless glasses manufacturers of brand building. Stephen King said: Any successful brand requires a unique connotation of support. There is no meaning of the brand, just as there is no personality, like, not competitive. Lack of distinctive brands, thereby increasing the burden on the consumer brand recognition. Brand personality can not be highlighted in the case of companies even sell more products, but also the purpose of brand building can not be reached. Addition, the domestic manufacturers have long glasses immediate attention only to the lack of long-term strategic vision, but also led to the delayed construction of China's eyewear brand. China's optical industry has become a veritable Chinese manufacturers, whether or glasses glasses sales distribution companies exist in brand-building lag issues. Production areas in the glasses, because a large number of enterprises are mainly OEM products and exported abroad, brand building is also not on the agenda, and those who do often have domestic sales of anywhere from a few glasses factory, as many as a dozen brand. Many brands are devoted to different areas of the market, respectively, or the same market, different stores, distributors and retailers in order to avoid a price war, manufacturers achieve maximum benefits. For example: In Beijing, the Ming glasses retail stores,[link widoczny dla zalogowanych], only one frame, in 2006 the brand as much as 69 agents. With so many eyewear brand presents the situation of cohabitation, which, while not lacking in the country with a higher number of well-known brand, but its true sense of the distance remaining between the well-known brands. Circulation in the sale of spectacles, glasses, large and small businesses is endless. According to statistics, China now has a certain amount of optometry shop more than twenty thousand, and so many brands there are few geographical constraints break the national brands, most well-known brands also limited to specific regions of the well-known, such as lean Chengdu, Beijing, the Ming, Shanghai, Wu Liang was. Present, more than 60% of glasses export, and occupied 80% of the world's low-end market share. Although China has the world's manufacturing base glasses,[link widoczny dla zalogowanych], but the lack of own brand, the Chinese optical industry had to suffer others to do the wedding dress, lost a huge amount of sales profits. China,[link widoczny dla zalogowanych], as more foreign brands of To the brand's high-value foreign companies have all been seized. According to industry pundits say, the processing of the Chinese optical industry profits roughly 10% allocated to a pair of glasses does not exceed 10 yuan. However, sales of these glasses was able to reach more than 500% margin. Remove the cost of sales, sales are mostly over 100% profit margin. According to another survey conducted by Essilor, France, China's optical market consumption is about 120 million, the output value of only 150 million yuan; the total consumption of the United States is 120 million or so, the output value is up to 150 billion U.S. dollars. Second, the costs continue to rise, the pressure to upgrade optical channels are labor-intensive light manufacturing, and its development depends on a lot of labor input. China's reliance on cheap labor costs, a long historical period, as the world's optical processing plant. Chinese people earned only inexpensive processing costs, glasses processing industry average profit margin is only maintained at about 10%. However, with rising labor costs in recent years, the domestic energy and raw materials prices continue to rise, making the optical manufacturing industry to maintain our low-cost lead by a serious threat and challenges. Since 2005, manufacturers of glasses in varying degrees, suffered a The production of factors of production companies are experiencing the pains brought about by rising prices. Meanwhile, the original low-cost,该如何启动青少年多焦点镜片的市场, low-cost mode of operation from the international market is facing a number of anti-dumping investigations, the increasingly difficult living conditions, among domestic manufacturers compete with lower prices and disorderly competition, making the export trade only to earn profit, manufacturing enterprises are facing less and less profit situation. In addition, the withstand the pressure of RMB appreciation, many glasses for export enterprises is miserable. Faced with increasingly severe Processing enterprises in China glasses only 10% of the profits in the original basis of the trend still continues to decline. Narrowing profit margins, making Shenzhen, Dongguan, Zhejiang, glasses and some small manufacturers out of business. In the rising costs of manufacturing in the context of the Chinese optical retail boom has not. Optical retail once incurred The optical industry is a relatively low barriers to entry, high competition industry, there can be no room for the whole industry profits. People understand the Although the basis of the value of their glasses is relatively low, but the business of supporting services to provide them the additional value generated may have far exceeded its cost of materials. Generally speaking, glasses retail costs mainly from rent, fees,[link widoczny dla zalogowanych], materials, three. Each of these three accounted for 30% of the cost, it is the retail glasses Traditional retail formats often use glasses Wang Pu Wang Street, the shop mode, optical shops are mostly located in the city downtown area, schools and hospitals and other places where the population, the high rents make a lot of optical shops actually work for the landlord. In addition, the optical retail in the service industry, need to provide professional optometry and the corresponding service. The provision of these services require more expensive equipment and professional staff, the cost will not be belittled. In the case of poor performance, many optical shops often make ends meet. Looking at China's optical industry, both at the front end of manufacturing enterprises, or at the end of the retail business, are stricken from the weight of all costs. The survival of China's optical industry if it can not sustain the cost advantage, and brand building have not been able to follow up when a large-scale, glasses enterprises also growing for quite some time of exploration. Where to go? This is probably the Chinese enterprises have to seriously think about the glasses problem.