Guangdong Dongguan University Students: Basement Creates Its Own Clothing Brand

Enter the "Da Ren commune" studio, reporters did not think that this is just a basement of Yuan Xitao's home, where a message is sent to the phone to the window, Yuan Xitao reminded reporters: Here's only two cell phone signal oh.

6 years ago, Yuan Xitao and Chen Honghui were reading sophomore at Shilong middle school in Dongguan. They were young and rebellious. They decided to create "Da Ren commune".

Brand.

The four words of "Da Ren commune" meant only that young people should strive to be different from them at that time. They bought dozens of white T-shirts from the Internet, printed four words on the chest, and used the telephone area code of Dongguan to represent Dongguan.

Yuan Xitao and Chen Honghui's parents strongly opposed their approach and worried about learning.

Perhaps Yuan Xitao and Chen Honghui did not even think of themselves. After graduating from university in 2011, they also had dealings with their clothes and rearranged the clothing brand of "Da Ren commune".

"Tattoo people's commune" is currently the main T-shirt, shirt and other men's clothing, has been sold to all parts of the country.

This spring and summer, the "Da Ren commune" launched 20 T-shirts in one breath, and every one of the ideas was designed by Yuan Xitao and Chen Honghui.

For Yuan Xitao and Chen Honghui, their dreams are big and small. They look forward to moving out of their parents' basement, having their own independent studios, and looking forward to their own brand "the man's commune".

"Just like a" hook "above the left chest, the order will be flying everywhere.

The basement creates its own.

This year, it began to make profits. Dozens of styles were launched every year, and more than 2000 clothes were sold in spring and summer this year.

The studio of "Da Ren commune" is located in the basement of Yuan Xitao's house.

The basement, which is about 20 square meters, is stacked with shelves, which are full of "Da Ren commune".

In addition, there are cardboard, ruler and pencil for design. A white table is their worktable, and the two computers on the wall are them.

and

The "heart".

After graduating from Yuan Xitao and Chen Honghui in 2011, Yuan Xitao turned the basement into an all-weather studio, with its narrow space covered with movie posters and cardboard.

Yuan Xitao's job is to take care of the "Da Ren commune" brand. Chen Honghui works in an advertising company in the city, and the basement at night is the platform for the two partners to exchange their experience.

This year, for example.

They first make their own plans and then discuss them on the workbench.

When you tell others that there are two university graduates who are the masters of a clothing brand, they founded their own brands during the school year, and now they are making profits. Dozens of styles are launched every year, and more than 2000 garments are sold in spring and summer this year.

But 6 years ago, they were still young and rebellious in their father's eyes.

In 2006, Yuan Xitao and Chen Honghui had their own SLR cameras. They took several photos to show off the passion of the young people and put their own POSE in their photos.

Soon, they announced to their parents that we should make our own clothes, and we should create our own brand.

In fact, all this comes from the simple reason why they should not crash shirts.

When they were in grade two, they were tired of the uniform uniform. They thought young personality should be publicized. At that time, they, like most young people, first thought of distinguishing themselves and others from their clothes.

Their first rebellious "amazing work" now looks like a joke about "family". The white T-shirt is printed with four black words or scarlet letters on the chest.

This simple 2006 T-shirt is "native" without "creativity", but the two young people have been busy for a long time.

They first bought dozens of white ready-made clothes on the Internet, then bought the oil seal, and then cut out the words "zero seven land nine". Finally, they tried to replace the different proportions of the oil print and dry them.

Every detail of them excited them.

Readers who have browsed their NetEase blog will also find that they have taken a photo for this "zero seven Lu". They not only put themselves in the mirror, but also invited their male and female friends to be models.

They even put "zero Lu Lu" in the clothing store of their friends to hang up and sell, and successfully sell more than ten pieces, which is a symbol of success for two high school students.

If it was not an illusion, then it was a fascination with local elements. Yuan Xitao and Chen Honghui immediately made a T-shirt with a stone dragon totem. The pattern was a gorilla with muscular muscles holding the barbell high above the top of the head. HOMETOWN (home) surround the pattern above, and the bottom is the hot and spicy declaration of love for the countryside: "l love my home and l love my hometown, I I"

I love home and love the country, and I believe that one day it will change everything.

This "weight lifting totem" T-shirt begins with the "DAKYAM" brand logo, which is the Cantonese pronunciation of "Da Ren".

At home, it was the main style of "Da Ren commune" at the beginning.

Shilong, once known as "the place where the first bell bottoms in mainland China rose in the late 70s", was crowded with fashionable costumes for decades ago.

The two young people had a special affection for their hometown, which explained the unconsciousness of the local elements adulterated in the early style of the "Da Ren commune".

In 2008, when the college entrance examination was coming, Yuan Xitao and Chen Honghui were also involved in the tense preparation test. Their parents thought their impulsive creation would stop.

Yuan Xitao and Chen Honghui briefly left the basement in the year of preparing for exams, and their NetEase blogs rarely updated their photos.

After the 2008 college entrance examination, two people entered the City College of Dongguan University of Technology at the same time. One of them studied marketing, one read human resources management, and the eight pole of clothing design failed.

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But the innermost impulse to create them was a disappointment to their majors. Chen Honghui regretted preparing for the examination and neglecting the inner choices. The two of them preferred to learn fashion design because university life reactivated their "Da Ren commune".

The two people often go to the basement of Yuan Xitao's home when they are on holiday, and are still quietly discussing the design of a T-shirt.

One day, they told their parents to return to the battlefield of costume design.

Local brands inject international elements

"Young people in Dongguan prefer to spend a lot of money on brands in Japan and Korea, but do not want to know that they are mostly" Made in China "or" made in Dongguan ".

Soon, Yuan Xitao and Chen Honghui launched the 2008 T-shirt.

Then there was a great change in the style of 2009 and 2010. The design was no longer mixed with local elements, but went straight to the topic of T-shirt.

There is a qualitative leap from pattern to fabric.

After the two T-shirts of local elements, the "Da Ren commune" abandoning the local elements.

We can interpret it as the design idea of two big boys, and can also be interpreted as a better world outside.

In fact, this is mainly due to the cruel choice of the market.

They launched the 2009 and 2010 T-shirts, which filled almost all the spare time of the two boys, but the response was flat. On the e-commerce platform such as Taobao, T-shirts sales steadily increased, but the balance of payments could not be achieved.

A few years ago, the Shilong Town Government organized the university students to imitate the market. Yuan Xitao and Chen Honghui took a T-shirt to attend. A local aunt visited their stalls and asked the price.

"79 yuan."

Chen Honghui answered.

"79 yuan and three pieces?" asked the aunt.

When Chen Honghui explained $79, aunt did not go back.

Although this incident did not arouse the anger of two people, it really made them reflect on it: do Dongguan locals love local brands?

"People in Dongguan are very surprised to find that supermarkets in Guangzhou and Hongkong seem to be more advanced in shopping at supermarkets. Young people here prefer to spend heavily on brands in Japan and Korea, but they do not want to know that they are mostly" Made in China "or" made in Dongguan ".

This is the reflection of his two cultures as a native of Dongguan.

From the mailing directions of more than 2000 clothes sold in spring and summer this year, the customer orders from Dongguan accounted for only 10%, and there were not many repeat customers.

Many factors have made Yuan Xitao and Chen Honghui realize that brands should be bigger and stronger. They should not only take the way of local elements, but also need to absorb nutrition from famous brands all over the country and even the world.

So far, only the cartoon weightlifting orangutan has been left in the T-shirt of the "Dongguan people's commune".

In previous years, the "DAKYAM" LOGO was always placed in the prominent position of the clothes.

In this year's discussion, they changed the direction of design. "DAKYAM" only left the abbreviated "DYM" and sewed in the less prominent position of sleeves.

Chen Honghui's explanation is that this change is based on the practice of many brands at home and abroad, so that consumers can feel the texture and image of clothes instead of simply brand.

However, they also admit that the brand effect of "DAKYAM" is not yet mature. As a brand giant like Nike, it only needs to play a "hook" above the left chest of the clothes, so that new products can be launched every year, and it will arouse consumers' enthusiasm.

Therefore, at the time when the brand is not yet mature, the "Da Ren commune" can only continue to seek new and innovative ideas on the T-shirt pattern to attract consumers' attention, and strive for improvement in the production of clothes so as to get the recognition of consumers.

Selling online for the first time

I hope to move away from my parents' basement one day and have my own studio, my own clothing store, until finally become a famous brand.

Since the beginning of the year, DAKYAM has been on the commercial websites of all kinds of fashion brands and independent creative products, and they also own their own Taobao shop.

On those well-known online shopping platforms, DAKYAM was introduced like this: "a well-known domestic brand from Dongguan."

According to Yuan Xitao, since they were seen and co operated by commercial websites, sales have suddenly opened up: they can sell more than 80 T-shirts on a single month alone, and their Taobao stores can sell five or six copies a day.

Because small batch production keeps fresh, the DAKYAM on the Internet has become a hot feature.

"Da Ren commune" should continue its brand. All clothes must go through.

Purchase, design, cut, dye, sew, and control the quality.

In recent spring and summer T-shirts, Yuan Xitao and Chen Honghui bought cloth from the fabric market in Haizhuqu District, Guangzhou. Through repeated attempts, they realized that cloth should not only be color and fashion, but also be gentle from inside to outside.

The quality of T-shirts in 2012 was further improved compared to the clothes they produced over the years.

Sewing is a process of exquisite quality. Yuan Xitao and Chen Honghui used to make large factories for processing.

The benefits of large scale foundry are low cost, but poor quality.

The amount of T-shirts in the "Da Ren commune" is small, and there may be only a few dozen of them. The butt joints are sometimes mistaken. The people in the factory do not sew and do anything to plug the defective products into the finished products, which results in several complaints from consumers.

Later, Yuan Xitao and Chen Honghui found a small local garment factory.

When they contacted the sister, she exclaimed with surprise: "the garment industry is becoming more and more depressed. I can't believe that your two young people are going to throw themselves into the fashion design and create their own brand."

With more and more contacts, sister Ching was moved by their perseverance, and taught them two skills, such as the difference between the quality of the workmanship, the thickness of the cloth, and the size of each inch of the hem, so as to decide the details of the quality of the clothes.

The persistence of Yuan Xitao and Chen Honghui is also reflected in their demands.

In April 2011, Yuan Xitao was 3 months away from graduation. He reported evening school at Shilong clothing school and studied the clothing pattern course for a year. He was sure that this was the most concentrated course he learned.

After graduation, Chen Honghui worked in an advertising company. He drove from Shilong to Dongcheng every day, and had a monthly salary of 2000 yuan. His friend laughed at him for not getting enough pay for the car. He thought the work was a step forward for the future design and development of "Da Ren commune".

This year, Chen Honghui also reported evening school at Shilong clothing school, not only studying pattern, but also learning design, computer graphics and other courses.

They are selling t-shirts this year. It is estimated that there will be a profit of 200 thousand yuan at the end of the year. This will be the first time they have received more than the sum to achieve profits.

This year they also processed clothes for a garment factory in Guangzhou.

Yuan Xitao and Chen Honghui expressed the hope that one day they would move away from their parents' basement and own their own studios, their own clothing stores, until finally they became famous brands.