In 2014, the terms "Internet" and "e-commerce" were no longer considered futuristic. They had become established industries, much like manufacturing and finance. Yet, despite this, the focus remained on these two concepts, which were now seen as powerful forces capable of transforming traditional sectors—including the eyewear industry. This was one of the areas being reshaped.
The early days of internet-based commerce in eyewear developed slowly, but if you trace the history of online glasses sales, it's fascinating. According to information disclosed by a target company, the first domestic e-commerce platform for eyewear, Aishi.com (acquired by Eyewear Network in 2013), was launched in 2004—just one year after Taobao. By that time, daily sales reached 2,000 units, a number that still stands out among many other e-commerce platforms.
However, even with this early start, the eyewear e-commerce industry grew at a slow pace. Unlike the rapid expansion seen in the clothing sector after Vanke’s success, the eyewear industry didn’t see a surge until around 2013. Four years after AiTV was founded in 2008, competitors began to emerge, but the market remained relatively quiet. Only a few names stood out: Glasses Network, Yishiwang, Jingke.com, and 4inlook. Most others faded into obscurity.
By 2014, the industry started to gain more attention. New players like LOHO and TAPOLE emerged, focusing on niche markets such as eyeglass frames or contact lenses. Their business models were similar, often inspired by Warby Parker. But whether these models would resonate with Chinese consumers remained to be seen.
What about the older, more traditional eyewear e-commerce companies? Why has Glasses Network remained the dominant player?
To understand this, let’s look at the Baidu Index data from November to December 2014. The five major traditional eyewear e-commerce sites—Glasses Network, EasyView, Adidas, Heoya, and 4inlook—showed a clear disparity. On Singles’ Day (November 11), Glasses Network’s search index soared past 9,000, while the others lagged far behind. This suggests that, even in 2014, Glasses Network still held a commanding position.
Why is this the case? I spoke with an industry expert who explained that the optical industry has long been digitalized, but it remains highly traditional. For example, contact lens manufacturers control the market, and pricing is very transparent. E-commerce companies struggle to compete through price wars, as the battle is more about quality and platform advantages.
He added, “Glasses Network has tens of millions of registered users, far exceeding other eyewear e-commerce platforms. This user base gives them better access to resources and allows them to recommend products that sell well.â€
This is likely the Matthew effect—where the rich get richer. It aligns with how the internet industry typically evolves, with one or two big players eventually dominating the market.
In conclusion, 2014 marked a turning point for eyewear e-commerce, bringing it into the spotlight of both the public and investors. While this is positive for the industry, many latecomers are copying rather than innovating. This raises questions about the future of the market and how long Glasses Network can maintain its dominance.
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