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Suning's e-commerce platform has recently expanded its product offerings by integrating a glasses business, which is currently managed by third-party optical shops. Customers can now easily place orders for eyeglass frames, lenses, and accessories through online customer service on Suning’s site. All they need to do is provide accurate vision test data, and the selected products will be processed according to their preferences—lenses will be ground, installed, and adjusted before being shipped directly by courier companies.
According to an official from Suning’s Tesco Department Store, the optical industry requires strong professional expertise, especially in offline eye exams. As a platform-based e-commerce company, Suning benefits from its brand reputation, large customer base, and secure payment system. Many of its members are highly educated individuals who often have a need for glasses, making this a natural fit for the platform.
Industry data shows that China’s optical market reached a retail value of 90 billion yuan in 2013, with projections suggesting it could surpass 100 billion yuan in 2014. The sector is growing rapidly, driven by increasing demand for vision correction products. Additionally, the eyewear industry offers high profit margins, with frame sales achieving up to 70% gross margin—far exceeding that of typical retail goods.
Experts believe that Suning’s expansion into the optical sector helps diversify its product range, enhancing user engagement and loyalty. By bringing in numerous optical operators, the platform not only improves its product depth but also boosts overall profitability, supporting long-term growth and competitive advantage in the e-commerce space. This move aligns well with Suning’s strategy to expand into more specialized markets and strengthen its position as a one-stop shopping destination.