Analysis of Three Challenges Faced by Chinese Eyewear Industry III
Challenge III: Eyewear enterprises have not their own domestic marketing network and their development is enslaved
to distribution channel.
The enterprises focus on overseas market but are blank with domestic market. Under such circumstance, eyewear
enterprises have no their own access at all. Some of them place their products on the hypermarket, but high admission
fee, various management cost and additional charge make their products in a dilemma, either too high price or no profit.
Since external channel can not be utilized, what about self-built channel? Self-built channel have high requirements on eyewear enterprises in terms of persons, finance and products. For long time export-sales enterprises mainly depend on processing trade without building specialized management platform or marketing team for
domestic marketing. This makes many eyewear enterprises discouraged. In this channel-as-king era, no access means no market, accordingly, no possibility of existence.
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