A product priced at 49,000 won, which was once popular on home shopping, suddenly had its broadcasts suspended. Consumers express their disappointment, saying, "It was affordable and functioned well; why did it disappear so suddenly?"
However, the Korean Optometrists Association argued that "home shopping broadcasts exaggerated only the price and infringed on the business rights of offline optometry shops" and requested the suspension of broadcasts. As a result, major home shopping channels like GS Shop and CJ OnStyle have reportedly stopped broadcasting, and it is said that Lotte Home Shopping and Hyundai Home Shopping also agreed not to air related programs.
◇ The optometrists’ association: "Home shopping only emphasizes 'price', infringing on the autonomy of optometry shops"
Progressive multifocal lenses are primarily sought after by consumers around their 40s, when presbyopia begins. They offer excellent functionality by solving long-distance, mid-distance, and near-distance vision issues with a single lens, but the price range is typically wide, from 100,000 to 2 million won, with higher-priced lenses having the advantage of less distortion.
However, a private brand (PB) lens product recently launched by Davichi Optical became widely popular when supplied through home shopping at a price of 49,000 won. As of last year, this product sold a cumulative 67,000 units. For consumers, it was an opportunity to purchase lenses with necessary features at a reasonable price.
However, the optometrists' association claimed that the home shopping broadcasts disregarded the expertise of optometrists, focusing solely on 'price'. Furthermore, they raised issues by stating that the PB products could be misunderstood as high-end imported lenses. In fact, during consultations at optometry shops, consumers sometimes respond with, "If it's 40,000 won on home shopping, why is it priced higher?"
Davichi Optical immediately countered the alternative committee's demand to suspend home shopping, stating that it infringes on "consumer choice." They argue that if consumers require progressive multifocal lenses at a low price, it is the provider's role to supply products tailored to those needs.
They also explained that they had lowered prices through distribution and technological innovation, not by compromising on quality. Among the progressive multifocal lenses sold for 49,000 won by Davichi Optical, the SM Zero and CM Zero are PB products from Somo Vision and Hanmi Swiss Optical, respectively, which utilize proven technologies.
◇ Experts: "Consumer choice must be guaranteed... the opportunity belongs to consumers, and the choice belongs to consumers"
Experts pointed out that the alternative committee's decision to halt home shopping broadcasts excessively infringes upon "consumer choice."
Lee Eun-hee, a professor in the Department of Consumer Studies at Inha University, stated, "The association's request to suspend the broadcasts infringes upon consumers' diverse purchasing choices," adding, "Some might want high-end products, while others might prioritize value for money; blocking that choice is problematic."
From the consumer's perspective, what is important is to reduce 'information asymmetry.'
Kim Joo-young, a professor at Sogang University in the Department of Business Administration, remarked, "It is a legitimate strategy for retailers to reduce distribution expenses and sell products more cheaply," adding, "Rather than blocking the distribution of PB products, accurately comparing the characteristics and efficacy of products is a more productive response."
There were also suggestions that if the alternative committee moves towards disseminating information about high-priced lenses, it could become a differentiation strategy.
Kwak Geum-joo, a professor in the Department of Consumer Studies at Seoul National University, emphasized that "demanding the suspension of the 49,000 won lenses leads consumers to distrust that ordinary optometry shops are profiting excessively" and added, "If the optometrists' association steps up to explain the differences between high-priced and low-priced lenses and provide differentiation, it could actually create competitiveness."