New China Optician “大明眼镜” celebrates their 100th year anniversary come 2025.
Origin of New China Optician
The first New China Optician (NCO) “大明眼镜” branch in Singapore was founded by Senior Fang in 1925, who came from Shanghai, China.
Although the first NCO store did not survive the second world war (1939 – 45), the business was later revived thanks to Senior Fang’s connection with the Shaw Brothers.
After World War II, the Shaw Brothers acquired the Capitol Building (later renamed Shaw Building) and provided Senior Fang with store space to restart his business. Eventually, the business was passed down to his son, Fang Pao Nien (Mr. Fang).
NCO thrived due to its prime location and the connections of Senior Fang’s other son, Professor Fang, who pursued a successful career in healthcare, rising to a prominent role at Singapore General Hospital.
Professor Fang introduced many high-profile clients to NCO, including Singapore’s first two presidents, Yusof Ishak and Benjamin Sheares. These VIP customers appreciated the convenience of the store, as they could park their cars directly outside.
Mr. Fang’s Fateful Meeting with Uncle Tony
Uncle Tony, the current owner of NCO, began his career in optometry at the age of 16 in 1965, apprenticing under Mr. Lee, who owned a spectacle shop in Sabah, Malaysia.
In 1971, Uncle Tony returned to Singapore and took a sales role with Ning Kwong Optical (NWO). During this time, he met Mr. Fang, as NCO was one of NWO’s customers.
Between 1971 and 2004, Uncle Tony moved between different companies, started his own business, faced financial challenges that led to its closure, and eventually joined another firm. Throughout these years, he and Mr. Fang remained in touch, forming a close friendship over time.
In 2004, during a visit to Mr. Fang’s store, Uncle Tony noticed a “closing sales” banner at the storefront. He soon discovered that Mr. Fang’s vision had deteriorated, preventing him from continuing to run NCO.
In response, Uncle Tony offered to buy the business and continue operating it as NCO. Mr. Fang agreed, and the business was transferred to Uncle Tony.
Uncle Tony takes over New China Optician
Upon taking over New China Optician in 2004, Uncle Tony relocated the store to Level B1 of Peninsula Shopping Centre.
Although the early years were challenging, the business eventually gained momentum, thanks to its existing customer base. To drive further growth, Uncle Tony shifted the strategy to focus on offering middle-to-lower-end spectacles, as many of the older, high-spending customers were gradually passing away.
The business also expanded its offerings by promoting bespoke and customized spectacles, which attracted premium customers, including Joanne Peh and Michelle Chong.
In 2014, NCO moved to a more favorable location on Level 1 of the same building, positioning the store for continued success.
New China Optician in 2024
Currently, New China Optician is managed by Uncle Tony and his family. As Uncle Tony ages, he is preparing to pass the business on to his son, Gao Ming.
Like many young people, Gao Ming was unsure of his career path after graduating from secondary school. With the optical industry appearing promising and his family owning a successful spectacle store, he decided to pursue a diploma and later a degree in Optometry.
Since earning his degree, Gao Ming has been working at the shop since 2021, learning the business from his father. It took him 18 months to fully integrate into the role, during which he not only mastered the daily operations of an optometry retail store but also gained valuable insights into how the business has been managed under Uncle Tony’s leadership.
Additionally, Gao Ming has traveled to China several times to attend major optical industry events, such as The China International Optics Fair, where he expanded his knowledge of the field and sourced suppliers for the business.
He has already established connections with several contacts during the industry events, and is now bringing in new frames from mainland China.
Vintage Frames and Personalized Service
With a history dating back to 1925, New China Optician (NCO) has accumulated a unique collection of vintage frames that are no longer in production. These rare frames have become highly sought after by collectors and customers who prefer a retro aesthetic for their spectacles.
One of the key reasons NCO has thrived for nearly a century is its strong focus on personalized service. The staff are skilled in building lasting relationships with customers, who often feel more like friends than clients. Many regulars visit the store not just for eyewear, but also to engage in friendly conversation, reflecting NCO’s community-centered approach to business.
Outlook for the Optometry Industry
Gao Ming has conducted thorough market research on the future of the optometry industry. His findings show that myopia is on the rise globally. A recent study estimates that around 30% of the world’s population is currently myopic, and by 2050, nearly 50%—approximately 5 billion people—will be affected. The highest rates of myopia are found in East and Southeast Asia, with countries like South Korea, Taiwan, Singapore, China, and Japan reporting prevalence rates of 80% to 90%. Even in the USA, myopia rates have surged to 42%, nearly doubling in the past three decades (Myopia Institute).
With this growing trend, the demand for prescription eyewear will continue to rise, ensuring that spectacles remain a vital product in the future.
Business Challenges for New China Optician
Over the last three years, Gao Ming has observed that most of New China Optician’s regular customers are loyal to the business because of Uncle Tony’s longstanding relationships. New customers have primarily been generated through word-of-mouth referrals, which raises concerns for Gao Ming as he contemplates how to retain these loyal customers once Uncle Tony retires.
The two main challenges NCO faces are:
- Finding effective ways to attract new customers to sustain business growth.
- The gradual decline in regular customers due to aging, and the uncertainty of whether their children will continue to purchase from NCO.
Utilizing Digital Marketing Moving Foward
Recognizing that Uncle Tony’s exceptional sales skills and customer loyalty are not easily scalable, Gao Ming has turned to digital marketing to reach a broader audience. He took a course on using TikTok for marketing and launched an account for NCO. TikTok’s ability to reach non-followers appealed to him, and he successfully attracted a few new clients through this platform.
However, consistently creating content for TikTok has been mentally draining for Gao Ming, especially since he can only focus on it after business hours, as his time during the day is consumed by running the store.
To address this, NCO is now looking to hire staff to manage daily retail operations, freeing up Gao Ming to focus on business management, diversifying services, and exploring new marketing channels.
If you’re passionate about the optical industry and considering work opportunities or a career change, get in touch with NCO!
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