Zeiss visualizes lifelong eye care services in China
From lens products to a set of solutions that cater to people of different ages and scenarios, Zeiss Vision, part of Zeiss Group — a global pioneer in the optics and optoelectronics fields, is solidifying the concept of “lifelong eye care” around consumer demands.
During the 22nd China (Shanghai) International Optics Fair held from Monday to Wednesday, Zeiss Vision introduced the new brand concept “Nobody Sees Like You”, its comprehensively upgraded products and services, and set up multiple interactive areas under the theme of “creating the world, expanding vision and initiating careers”.
At its main booth, Zeiss Vision designed four zones featuring innovation, quality, precision and sustainable development. The innovation zone showcased the company’s cutting-edge technologies; visitors could experience lenses, telescopes and other products at the quality zone; the precision exhibition area displayed Zeiss’s microscopy and industrial quality solutions; and the sustainable development zone showcased its practices in social responsibility, industry empowerment and lowcarbon production.
In addition, Zeiss Vision created multiple experiential spaces, allowing visitors to explore the lifelong eye care journey from eye examination to frame and lens for various scenarios such as driving, learning, office work, outdoor activities and myopia prevention.
Sven Hermann, member of Zeiss Group’s executive board and head of Zeiss consumer markets, said at the fair that with heritage and expertise in optics and ophthalmology, as well as a network of trusted business partners, Zeiss has been a driver of innovation, progress and market development.
“Consumers are at the heart of everything we do. We pioneer new solutions for the best possible eye and vision care and set new industry standards in engineering and manufacturing. With our passion for excellence, we create value for our customers and, through them, for many millions of consumers around the world,” Hermann said.
“And we know that local relevance is key. We’ve seen some significant trends shaping the eye care landscape in this dynamic country. Aging population, myopia progression, digital lifestyle and changing consumer demands — we present answers and solutions for all the demands we see in the Chinese market,” he added.
Being consumer-centric
Zeiss Vision will present its answer to “high-quality visual experiences” under the guidance of the brand’s new concept.
It believes that “seeing” is not just an action but a personalized experience. When visual information enters the eye, it generates different sensations due to each person’s experiences, personalities and physiological conditions. Therefore, ensuring individual visual experiences and resonating with consumers are ongoing topics of research for Zeiss Vision.
Jesper Wiegandt, global chief marketing officer of Zeiss, said the company has conducted a global consumer study with more than 40,000 interviews across 20 countries, including China, to understand people’s lives, eye habits, interests, motivations for purchases and more.
The release of the new brand concept “Nobody Sees Like You” signifies that Zeiss Vision’s exploration has achieved significant progress. In the future, starting from meeting consumer needs, Zeiss Vision will deepen communication with consumers, helping everyone better express their needs. Zeiss Vision’s research and manufacturing capabilities are the guarantee for transforming consumer needs into high-quality solutions.
Upgrading goods, services
Zeiss Vision will refine the concept of “lifelong eye care”, which is shown in its products layout.
Its products not only include highly accurate examination equipment, frames and lenses, but extend to care scenarios, such as steam eye masks and lens wipers.
Behind the comfortable visual experience is Zeiss Vision’s firm pursuit of high-quality services. These include scientific eye care guidance, professional product recommendations, precise examination processes, professional glasses adjustments and allaround after-sales services.
Digitalization is also an important tool for Zeiss Vision to enhance services, ranging from promotion of eye care knowledge, store appointments, examinations and product selection, to frame collection and after-sales support. For example, before purchase, consumers can find authorized stores and make appointments with opticians in advance on the Zeiss WeChat official account. After purchase, consumers can obtain after-sales services through electronic warranty cards that protect their rights.
Empowering partners
Zeiss Vision aims to break traditional growth paths and bring new quality productive forces to the industry’s high-quality development through product expansion, service enhancement and upgraded brand concepts.
On the one hand, Zeiss Vision taps into research and development resources through the extension of product layout, providing fertile ground for innovation in China.
On the other hand, relying on digitalization, intelligence and sustainability, Zeiss Vision works hard with its partners to upgrade services and professional capabilities. Its new brand concept will also strengthen the service capabilities of partners. Through deeper interactions with consumers, Zeiss Vision can help research institutions, optical stores, opticians and other partners understand consumers’ eye care needs, providing more tailored services and solutions for them.
“We are driving change in our industry by exploring and implementing new business opportunities. From lens ranges for modern life, digital platforms and apps, to significant investments in new ways of delivering eye care,” Hermann said.
Peng Wei, head of Zeiss Vision China, said the company’s investment in the country has increased year-on-year, and that many of its high-end products are manufactured domestically.
“We hope to establish a highend optical ecosystem in Guangzhou, becoming a highland and a technological hub in the industry. We aim to set bench marks in manufacturing, production and efficiency, leading the industry’s high-quality development,” Peng added.
“Consumers are at the heart of everything we do.”
Sven Hermann, member of Zeiss Group’s executive board and head of Zeiss consumer markets