China has the largest number of eyewear manufacturers and the most complete eyewear products in the world. Indeed there are about 6 000 eyewear manufacturers in China. The main production areas are located in Wenzhou and Taizhou (Zhejiang Province), Shenzhen and Dongguan (Guangdong Province), Danyang (Jiangsu Province), Xiamen (Fujian Province), and Yujiang (Jiangxi Province). China Optical Industry manufactures a wide array of optical frames, swimming goggles, safety glasses, ski goggles, etc…
China Eyewear Market
Nowadays glasses are viewed more as an accessory of fashion, which motivates, consumers, to buy multiple items at once, to exchange at their will, and to trade up to more fashionable or better quality options. A large part Chinese population has myopia, in particular among young people.
China has been gripped by a consequent rise in myopia, today up to 90% of the Chinese population is short-sighted while 60 years ago, this number only accounted for up to 10 to 20% of the global population. The rate of myopia in adolescents and students continues to increase partly because of important hours of classes in schools as well as the excessive use of electronic devices, such as computers, tablets, and smartphones.
This constantly growing myopic population supports the stable growth of consumer demand for glasses. Sunglasses have also recorded a noticeable growth of healthy and stable value in recent years, particularly supported by demand for regular consumption of the rate of myopia increasing in China.
About a quarter of the Chinese population rounding up to approximately 300 million Chinese citizens wear glasses. The Chinese market eyewear sells more than 50 million pairs annually.
China Eyewear market: Key players
Ray-Ban is an Italian-American brand of luxury sunglasses and eyeglasses created in 1936 by the American company Bausch & Lomb. The brand is known for its Wayfarer and Aviator lines of sunglasses. Ray-Ban, the global leader in eyewear has opened the first premium eyewear online store (rayban.tmall.com) on Taobao Mall, the business-to-consumer (B2C) platform within Taobao, China’s largest online retailer.
Ray-Ban’s E-store serves as a key avenue for the brand to launch exclusive premium collections and offer Chinese consumers a wide selection of original and iconic styles. The Ray-Ban online store is a platform for Chinese consumers to preview and purchase new product launches, available in China exclusively through the Ray-Ban Taobao Mall Store, The online store also offers Ray-Ban’s Asian Fit and Asian Design styles, which are tailored to better suit Asian facial characteristics and tastes.
Ray-Ban, one of the world’s most popular eyewear brands, announced today that the all-round musician Jackson Wang is appointed as the brand’s global ambassador. Ray-Ban has recently launched a global new brand campaign, #ProudToBelong, a celebration of human moments that connects us to find our sense of belonging through emotions that we relate to: Vulnerability & Empathy, Passion & Joy, Confidence & Pride. Among these feelings, passion is one of the strongest and Jackson Wang is the perfect embodiment of such passion. The proof is in his journey from being a successful athlete to musician.
Christian Dior commonly known as Dior, is a French luxury fashion house controlled and chaired by French businessman Bernard Arnault, who also heads LVMH, the world’s largest luxury group. The company was founded in 1946 by French fashion designer Christian Dior. Founded in 1946 by French designer Christian Dior, Dior is one of the most famous fashion luxury brands in the world. Since its founding at Avenue Montaigne in Paris, Dior has always been synonymous with magnificence and elegance.
Tmall, owned by Alibaba Group, now offers more than 3,000 beauty brands and the proportion of well-known brands the platform supports to launch their online stores. The big-name brands which have official stores on Tmall rose to 84% in 2018 and have been constantly increasing ever since. According to Alibaba, Over 3 million women buy at least five fashion and beauty items on Tmall every year. Moreover, because of the COVID-19 pandemic, luxury and fashion brands are paying even more attention to Chinese e-commerce platforms. Just after launching the brand-new Bobby handbag collection, Dior in China had new, strategic moves.
Luxury brands, have started using WeChat Mini programs in order to insert themselves into China’s digital market. For Chinese Valentine’s Day (Qixi Festival, 2016), Dior launched a WeChat mini program to sell its limited edition Lady Dior China valentine bag. Chinese customers were able to choose the decorative embroidery patterns, as a result the bag was sold out within a few hours on the first day of the WeChat Mini marketing campaign.
Chanel is a French company producing haute couture, as well as ready-to-wear, accessories, perfumes and various luxury products. It has its origins in the fashion house that Coco Chanel created in 1910. The China market entry of Chanel started in the end of the 1990s. “香奈儿” is the Chinese brand name of the company. In 1999, the brand opened their first shop in Beijing, since 2013 the brand has been increasing the number of stores located in China due to the demand of Chinese luxury consumers. The brand also has a flagship store in Shanghai, inside the Peninsula hotel (2009).
Chanel decided to enter the chinese market in the 1990’s when the Chinese economy was booming. Whenever an important economic growth occurs, the consumers will benefit from it and start to desire high-end products, a proportion of them will become luxury consumers. Ever since this era, the Chinese luxury market has constantly been increasing every year.
Chanel is developing on the Chinese digital market, they now have their official Chinese website. The brand also made a deal with the e-commerce platform T-mall allowing Chanel to selling their items through them (2019). This allows Chinese consumers to buy the brand’s items on websites. Most of the time, Chinese consumers go through the luxury brand website to see what they want to buy and then go to real stores to purchase.
Prada is one of the most iconic brands in fashion history. The designers behind the brand have continually tried to be innovative while maintaining their classic and refined style.
Italian luxury house Prada is finally getting in the same boat that many of its concurrents who have joined the Chinese market months or even years prior, by launching flagship stores on two Chinese e-commerce platforms: Secoo and JD (2019).
PRADA 520 MATHEMATICS OF LOVE campaign explores love in the context of this post-pandemic era, defining love as both universal and specific, timeless yet also connected to the current moment. Starring Prada’s brand ambassador Cai Xunkun, who previously starred in the brand’s Human Code project, the campaign consists of a series of short videos on Weibo, WeChat Channel, and Douyin. To increase the campaign’s social engagement, the brand designed a “Prada filter” that allows users to personalize posters with the Prada logo. This helped boost views of the campaign hashtag “Embracing New Norm” to an impressive 410 million.
Oakley is an eyewear brand created by Jim Jannard in 1975 and operated by the Italian company Luxottica Group Milan. Oakley China has its first dedicated store, in Xinjiekou’s Deji Plaza, Nanjing, the Nanjing store is the first Oakley-only store in China, and it not only glasses focused. The Nanjing store follows the opening in Shanghai of a major store for the group, being half Oakley and half Ray-Ban.
One Obsession” is the name of one of Oakley’s campaigns (2015), which encouraged people to join the brand’s global network of athlete ambassadors in pursuing their obsessions and living out their passions.
Using the hashtag “#LiveYours,” the social movement encouraged fans to join the more than 450 Oakley athletes in sharing and celebrating their favorite places around the world – ranging from a mountain peak to a secret surf spot. The brand then proceeds to reward the #LiveYours participants and those living out their obsession with surprise experiences and access to athletes who serve as inspiration.
Spanning 22 countries, the multi-channel campaign included digital, social, advertising, outdoor, retail activations, live events, and an enhanced digital experience on the brand’s website. A film was also released on Oakley’s website and all social and digital channels, that features both professional and non-professional athletes.
Is a South Korean sunglasses and optical glasses brand founded by Hankook Kim in Seoul in 2011. Global fashion eyewear brand Gentle Monster is expecting a bigger presence in the Chinese market by opening more stores and seeking various partnerships.
The Korean sunglasses company Gentle Monster announced in 2019 the opening of their new Shanghai store via WeChat, the WeChat post took the role of an exhibition curator, using multimedia to explain the inspiration behind every detail. The theme of their Shanghai store was “The Mobitucture,” which is the speculative space in which humans live during the 13th month. The idea of 13 months was created with French animator and artist Ugo Bienvenu, the concept explored human society at a post-apocalypse time, named 13 months.
At the end of the post, users had the opportunity to purchase the featured oversized and low bridge fit sunglasses at attractive prices (between $200 to $500) via the company’s Mini Program. As expected, the post attracted more than 13,000 page views and around 43 people recommended it. The post also included Chinese actress Wu Jinyan, in a gif format, exploring the interior of the newly opened store.
Bolon Eyewear, the number one brand in China, offers high quality optical and sunglasses with a wide range of products to suit every personality. Bolon is one of the world’s largest spectacles manufacturers and China’s best-known sunglasses brand, the Bolon brand is positioned as a premium lifestyle brand.
Leading Chinese eyewear brand Bolon chose US actress Anne Hathaway to become its brand ambassador in China, Southeast Asia, and several other territories. She appeared in a campaign in 2016, which included TV advertising and the internet. A video and pictures were shot in Los Angeles, featuring the brand tagline “My Style, My Bolon”. More recently, Bolon worked with Gal Gadot for a photoshoot series.
The brand collaborate with numerous Chinese Kols and pop stars as well. Campaigns that brings thousands of views and comments each times.
Gucci (also known as Maison Gucci) is an Italian company specializing in ready-to-wear and luxury leather goods, founded in Florence in 1921 by Guccio Gucci. The House of Gucci began as a trunk maker and has become an icon of Italian craftsmanship and glamour. Still renowned for its leather goods, such as the iconic Gucci loafers, and canvas bags, the brand offers ready-to-wear collections for men and women with timeless sensuality.
Gucci joined China’s social media luxury market relatively late compared to other luxury brands, but now Gucci sets social media aesthetic standards. The brand has been able to connect with Chinese consumers in a way no other luxury brand has been able to achieve.
Gucci seems to understand better than most luxury brands that social media is not a marketing tool but an extension of the brand. Gucci also seems to design its fashion for social sharing. What’s most interesting is that Gucci’s dominant performance is a global phenomenon.
Gogoboi (Ye Si, 叶嗣) partnered with Gucci to launch his 2017 Holiday Collection on his official WeChat account. This is the first time Gucci offered exclusive online sales via a third-party platform, specifically through a WeChat mini program with a KOL in China. The outcome was worth it as within 5 days, all of the promoted items were sold out.
The Burberry brand dates back to 1856 and rose to fame when Thomas Burberry invented the waterproof gabardine fabric used in outerwear. Burberry’s trench coats became incredibly popular during World War I. The Burberry eyewear brand was born a century and a half later, in 2006. The company has flagship stores and franchises around the world.
2010 : Burberry bought out its first Chinese franchise partner for a £70 million deal, allowing the brand to have greater control over its presence in China. Burberry has over 57 stores in 31 cities in mainland China, including eight in Beijing, nine in Shanghai and three in Hangzhou.
Burberry in China has accumulated about 1.51 million followers on Weibo, and the number of followers on Tmall sales platform has now reached 2.16 million and is still increasing. Back in 2018 Burberry launched its Wechat Mini program on Wechat for Chinese valentine’s day (Qixi), the mini-program campaign took the form of a game. The campaign encouraged fans to play the game with their partners. After completing the game, theywere able to access Burberry’s latest collection, which included two Qixi bags sold exclusively in China.
Louis Vuitton, commonly referred to as LV, is a French fashion house founded in 1854 by Louis Vuitton, it is a French multinational apparels and accessories company headquartered in Paris, France. They are known for manufacturing luxury bags, leather goods, shoes, watches, jewelry, accessories, sunglasses. Louis Vuitton is one of the world’s leading international fashion houses. The brand sells its products through standalone boutiques, lease departments in high-end department stores, and through the e-commerce section of its website.
In June 2019, Louis Vuitton’s digital marketing innovation in China took another step, becoming the first luxury brand in mainland China to invite fashion bloggers to take over the brand’s official WeChat public account and the first luxury brand to open a Xiaohongshu account. Louis Vuitton’s Xiaohongshu account aimed at improving visibility by raising topics and discussion on newly released products and the promotion on Xiaohongshu is mainly targeting young Chinese consumers.
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