Song Ning: From Optometrist To Glasses Dealer

Song Ning

Oriental glasses

Native place: Guangzhou

Birth: 1959

Constellation: Scorpio

Hobbies: sports and reading

Vision: a messenger of light and beauty

Huang Hua pear table and chair, chicken wings wooden bookcase, famous master ink...

Walking into the office with a clear and bright and full of Chinese style, the first feeling for you is that the host here must be a person who has a pursuit of the quality of life.

Song Ning, chairman of Guangzhou Oriental glasses chain enterprise, is also the founder of the first chain store in China. He injected his passion for life and taste of life into this happiness.

Song Ning said he was a typical Scorpio, not mediocre and mediocre, and liked to seek new changes, and the setback would only stimulate his greater energy.

All this has also made the leading position of Oriental glasses today.

Concept of happiness

According to Song Ning, the standard of happiness is whether there is a goal in life and whether everything is meaningful.

To do everything is meaningful to family members, society and enterprises. We should establish such a concept of happiness instead of narrow material needs.

"I think every spectacle I do now is very meaningful. The fashion concept put forward is very meaningful, and every shop is also meaningful."

The money is very light. All the money is invested in the enterprise. It is used to upgrade equipment and provide paid training for employees.

Sense of worth

If you want to earn two money and word of mouth, you must choose the latter.

Although they like Prada, Burberry and other first-line brands, they are not blindly pursuing, because these brands are recognized by the society because they are durable and not deformed.

Sometimes buying brand names is also an encouragement and reward for yourself.

Journalist observation

Professional people do professional things.

Song Ning was a very talkative person. In the interview, he passed away in two hours.

Every time he talks about the profits, he will be filled with indignation and hope that the media can return the industry to justice.

He believes that because of the tradition of charity and the fact that he is a Christian, he can hardly be regarded as a businessman.

In my opinion, whether or not to make profits is obviously not so important in this era. The key is whether the money spent is worth it.

As far as professional knowledge is concerned, Song Ning is now the highest level optometrist in China, and can refer to any professional skills.

It is surprising that he can keep pace with the latest technology development in the overall situation.

Professional people do professional things, I think, in this regard, his attention to the brand's professional technology will not be bad, and this is the guarantee of word of mouth.

In addition, he gave two years' charitable act to give spectacles to students from poor families in Guangzhou. He is now a member of the CPPCC Committee in Guangzhou. He can add more credit.

Resign from the sea and "Metamorphosis"

Born from a doctor's family, he has an indissoluble bond with his glasses.

Song Ning's grandparents and grandparents are the number one Western medicine in Guangzhou. Grandpa Song Juren was a private doctor of Sun Zhongshan. He also followed Sun Zhongshan in the revolution of 1911.

The glorious history of our ancestors made Song Ning yearn for this profession from childhood.

However, during the middle school period, just because of the influence of the cultural revolution, he failed to read books well and safely. Finally, he had to go back to the second place, and gave up medicine and chose optical examination.

After graduation, Song Ning was assigned to SOUTHERN BUILDING as an optometrist.

6 years of working life gave him a deeper understanding of glasses.

"At that time, better glasses and optometry equipment were available only in department stores. Working practice gave me a workout and accumulated valuable experience."

In the meantime, sunning met the opportunity to change his life, and he spent two years purchasing glasses and clothing.

"This gives me a broader view, jumping out of the strict engineering thinking of optometrists, and learning to look at problems flexibly.

Moreover, procurement resources are also being established at this time.

In 1988, Song Ning, who felt trapped in the state-owned enterprises, resigned and went to sea. He used the borrowed 50 thousand yuan in Dongshan's next fruit shop called Orient, which was born.

"At that time, there were only 6 optical shops in Guangzhou. It took 6 months for guests to get a pair of glasses, and 3.5 yuan for a pair of frames."

Because most of the start-up capital is invested in more advanced equipment and commodities, the reputation of Dongfang glasses has been established.

With the trust of suppliers, in the second year, Dongfang glasses opened second semicolons.

"Chain selling is brand".

Until 1998, Song Ning opened 33 stores on the 10th anniversary day of Dongfang glasses.

Up to now, there are 66 stores in Dongfang glasses.

Why do we have such foresight to open the first chain store in China? Song Ning said that when working in SOUTHERN BUILDING, the management will be sent abroad to learn advanced management experience, and the rules and regulations will be created after returning.

He found that business management models abroad were completely different from those learned in previous textbooks, so they applied practice in their own work.

Naturally, Song Ning became an early explorer and practitioner of the chain operation mode in China, and opened the first chain of glasses in China.

"Chain enterprises must be built on the basis of their reputation, after-sale and technological confidence. The chain is actually a brand."

Song Ning thinks that the eyewear industry must have used it to know that the rate of return of Oriental glasses is as high as 80%.

As a member of the Academy, strict professional technology has become the top priority of song Ning's reputation.

"I asked my optometrist to treat customers with a therapeutic attitude. The service should be professional, so that the customer's degree will not be deepened in 35 years."

At the same time, the product recommendation is professional and targeted, guiding customers to choose the right ones only.

"After sales, the replacement of screws, mirrors and other parts of Oriental glasses and cleaning and regular optometry led the free service trend."

Looking back, Song Ning has achieved many first in the industry: the first chain, the first to introduce soft contact lenses, the first ISO certification in the eyeglasses industry, and the first to introduce small oval shaped glasses.

Inject "fashion" into glasses

There is also a first, and must mention, Song Ning confidently told reporters that he is the concept of glasses fashion into the first person in China.

In addition to health, fashion beauty is another important track for the operation of "Oriental eyeglasses express".

Song Ning believes that glasses are highly functional and should be supported by "health".

Glasses should be accompanied by a person for 16 hours a day. How to achieve comfortable use of spectacles for a long time without causing migraine and so on? All these require professional skills.

In order to match a pair of glasses that are more in line with user health needs, Song Ning introduced that the Oriental glasses first pulled the optometry distance to the international standard of 6 meters, and also had more than 30 optometry procedures.

However, as China is in line with the international practice, song Ning is puzzled that people in foreign countries are very beautiful in wearing glasses. Why do Chinese people look so smart when they wear glasses? This has led to his exploration of the concept of "fashion" in glasses.

"We found that spectacles should not only help you see the world, but also strive to make the world see you better."

Song Ning said that in the last 10 years, he summed up the idea of putting fashion concepts into glasses.

Glasses, like clothes, should also be beautiful. This is a symbol of identity, which can embody a person's self-confidence and beauty.

"We advocate that a person should have 5 pairs of glasses to meet different needs of leisure, business, tourism, sports and learning."

"Profiteering industry" is a serious misreading.

However, as the eyeglasses industry profiteering began to sweep around, it also brought Song Ning a lot of trouble.

"When we exchange business cards on some occasions, we will mention the two words of" profiteering "in the eyeglasses industry.

Scorpio is most vulnerable to other people's provocation, Song Ning said that a recent foreign entertainment executives said, he was indignant to refute: "a pair of luxury brand glasses more than 2000 yuan, you can show you three years to see the world, but drew criticism.

By contrast, people are very tolerant of the same price but can only buy a shirt with a first-line brand, and this shirt may lie in the closet for most of the three years.

Song Ning believes that the spectacle industry profiteering is a big joke.

Like all commodities, glasses are equally high and low.

First tier international brands imported from abroad sell brand awareness and reputation.

And the ordinary brand is definitely a penny and a piece of goods. Time is the best medicine for testing.

"The cost of spectacles can be very high or low.

4 yuan can also be made of a metal frame, but it may not be deformed in a week.

It can be said that the quality of our products is quite different from that of some merchants who claim to eliminate the profiteering profits of the industry.

Because the industry still lacks standard and standard, instead of creating a huge profit, these bad businesses create a market price and a sales price to mislead consumers, thereby earning high profits.

"I am also very worried about being the president of the Guangzhou eyewear industry association.

Affected by this, on the one hand, if people buy Shanzhai products without professional optometry, the degree of myopia will only deepen; on the other hand, it will also increase the loss of skilled personnel in the industry.

Song Ning told reporters that the entire Chinese glasses industry's cake is also 20 billion yuan a year, which is not as good as the consumption and consumption of a district in Guangzhou.

The average gross profit margin of optical shops is only about 50 thousand yuan, which determines that the income level of optometrists and professional skills do not match.

"In Hongkong, an optometrist pays more than 30 thousand yuan a month."

Redevelopment and momentum

Referring to profiteering, Song Ning thought it was wrong. If he were to make money, he would not be able to open community stores or student shops.

Despite selling a pair of brand-name glasses in Tianhe City, it can be worth more than a dozen pairs of glasses sold in the community, but song Ning still insists on giving preferential treatment to the neighbourhood.

"We have launched a $99 spectacle set, with a real value of 199 yuan.

Unexpectedly, even if the money was bought and sold, more than 60 stores sold only 1000 pairs a month.

However, 1000 customers were rewarding, and he thought it was worth it.

It is understood that in early 2000, the pformation of Guangzhou's old city, the East glasses chain once closed more than 20 stores.

In order to resettlement workers, Song Ning opened more than 10 stores in a hurry, but all of them ended in failure, resulting in great damage, so that the Oriental glasses had only been breathing for five or six years.

In the past five or six years, Song Ning's job is to re organize his chain store system.

"When people talk about the East, they say it is expensive. Actually, otherwise, we also have two hundred or three hundred glasses."

Song Ning introduced that in order to cater for the needs of different customers, more than 60 chain stores in the company have different positions in different locations, including flagship stores, famous brand stores, fashion shops, community stores and student shops.

Middle and high grade is Song Ning's overall positioning of Oriental glasses, and the service community is also unwilling to give up.

Now, after regrouping, Song Ning said that he hopes to rejoin the expansion drive this year and open another 20 stores.