In 2014, the terms "Internet" and "e-commerce" had long moved beyond being cutting-edge concepts. They were now seen as established industries, much like manufacturing and finance. Yet, despite this shift, people still focused heavily on these two words, viewing them as powerful forces capable of transforming traditional sectors—especially the eyewear industry. This sector, though often overlooked, has its own unique e-commerce history that's worth exploring.
The origins of eyewear e-commerce can be traced back to the early days of internet adoption, though its growth was initially slow. A quick look at the timeline reveals that Aishi.com, considered the first domestic e-commerce platform for glasses, was launched in 2004—just one year after Taobao. By 2005, it was already selling over 2,000 units per day, a figure that even many other e-commerce sites couldn’t match.
Despite this early start, the eyewear e-commerce industry developed at a relatively slow pace. Unlike the rapid expansion of fashion e-commerce following Vanke’s success, the eyewear space remained stagnant for years. It wasn't until 2013 that the market began to show some signs of life. At that time, only a handful of companies stood out: Glasses Network, Yishiwang, Jingke.com, and 4inlook. Most others struggled to gain visibility.
By 2014, however, things started to change. The industry saw an influx of new players, many of whom adopted a more specialized approach. Companies like LOHO and TAPOLE emerged, focusing on specific segments such as eyeglass frames or contact lenses. Their business models closely resembled those of Warby Parker, but whether they could succeed in the Chinese market remained to be seen.
What about the older players? Why did Glasses Network remain the dominant name in the industry?
To understand this, we can look at Baidu Index data from late 2014. During November and December, Glasses Network consistently led the search rankings, with its index reaching over 9,000 on Singles’ Day (November 11), far surpassing its competitors like EasyView, Adidas, Heoya, and 4inlook.
An industry expert shared insights on why Glasses Network maintained its lead. He explained that the optical industry, while having gone digital, is still very traditional. Contact lens manufacturers, for instance, control pricing and keep it transparent, making it hard for e-commerce platforms to compete on price alone. Instead, they must focus on quality and user experience.
Additionally, Glasses Network had a massive user base, with tens of millions of registered users. Other platforms couldn’t match this scale, which gave Glasses Network a significant advantage in terms of resources and product recommendations.
This situation reflects what’s known as the Matthew effect—the rich get richer, and the poor get poorer. In the online world, it often leads to market consolidation, with one or two major players dominating the space.
In conclusion, 2014 marked a turning point for eyewear e-commerce, bringing it into the public and investor spotlight. While this is a positive development, the industry faces challenges, particularly from latecomers who rely on imitation rather than innovation. As the market evolves, it will be interesting to see how long Glasses Network can maintain its dominance and how the industry will continue to develop.
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