Is It Right To Cut Into Male Fashion Consumption? Can You Make It?

One day in September 2014, Liang Gefei suddenly received a call from the United States. The man at the end said to him:

"Let's start our business.

"

The man on the phone was Chen Xi, the brother of Liang Ge Fei, who was a regional hedge fund at a Wall Street fund of 2 billion, and was in charge of Asian regional trading, while Liang Gefei was operating in a famous Japanese car company in Guangzhou.

Liang received the phone first feeling is that this guy must have a fever.

"He was very high salary at that time, so I seriously asked him why you want this thing. He said he had an insecurity. He made it too easy for the hedge fund to make money. He thought it should not be like this because he made more money than his father in second years, which made him feel a little middle-aged, and felt that he would not pursue and want to do something himself."

"Midlife crisis? How old is he?"

"We are all 87."

"..."

Chen Xi and Chen Xi, who graduated from the Mathematics Department of University of Manchester, and IT male Ben Ng, who graduated from the computer department of New York University, were surprised at the beginning. They soon accepted the proposal.

In April this year, Chen Xi resigned and returned home. Four people came to Hangzhou to start a project called "Chuai Yi".

Chen Xi was appointed CEO and Liang Gefei was in charge of Marketing.

"On the one hand, because I, Chen Xi, Xiao Bao are all graduated from Zhongshan University (China University), I used to be a radio station, and I know each other very well. On the other hand, we chatted for a long time and felt that this thing is reliable.

Chui Yi aims at such a group of middle-class men who want to wear better, but usually do not have time and patience to pick and compare themselves, or to be confused about their own style of clothes (commonly known as "straight men").

After landing the website, the user will finish some simple style test questions. According to these data and user profile data, the website will match a physique.

Then, the stylist will contact the users through WeChat to further understand user preferences and needs, and select a box of clothing for users.

According to Liang Gefei, each box of clothes has 8~12 pieces, probably 2~3 sets of matching, basically choose some high-end brands, from Levis to Burberry, will also use some independent designer brand, a box of clothes worth about 4000 yuan.

The user will pay a deposit of 500 yuan first, and then try it on at home after receiving the clothes box.

The whole postage is borne by the clothes.

Up to the tiger sniffing interview, there were 15 drooping teams, of whom 4 were of physical type and one was male.

In addition, there are 2 full-time buyers of Chui Yi, and the clothes are selected from more than 100 brands by these buyers, and more than 30 more brands are co operating.

In terms of inventory, Liang Gefei said that the pressure was not large, because men's loyalty to the brand was relatively high, and the brands were relatively concentrated. They have now built enough stocks to run to ten thousand users, and will continue to increase until the algorithm is more precise and then reduce according to the data.

The profits of Chui clothing mainly come from the price difference of clothes, but Liang Gefei said that at this stage, they do not want price to become their main competitive advantage. "We hope to make consumers feel a little bit sweet on price, but we will never compare with discount electric providers."

First of all, we do not have the ability to do this. Second, we believe that our consumers are not the most sensitive group of people.

In terms of promotion, they rely mainly on WeChat public accounts and the word of mouth of seed users. At the same time, they will also find some KOL like male fashion topics such as Du Shaofei to spread.

When asked about the risks faced by the mode of "first try and pay later," Liang Gefei said that at present, the quality of customers is relatively high, and they are all invited through the seeds of users. There has never been a case of no payment after the delivery of the clothes boxes. Sometimes, even if the clothes are damaged, customers will take the initiative to explain them.

If the future users of clothing drop to a certain scale, is the risk still controllable? Tiger sniffing needs to ask a question mark.

According to the data provided by Tiger clothing to the tiger, 3 months after the official launch, more than 5000 users were accumulated, and the customer purchase rate was 70%, and the customer price was above 1000.

Chui is not planning to make APP products because

The frequency is low, so it is better to spend the cost to develop a APP than the WeChat public address and M page to cover the mobile terminal scenario.

The pattern of hanging clothes looks very similar to that of Trunk Club in the tiger's sniffing. If you click on the website of Trunk Club, you will find that the design of the website is surprisingly similar.

The O2O, which provides personalized services for men to buy clothes in Chicago in the same way, received $1100 million in 2011, followed by a good running data. Brian Spaly, founder of New York Times, said in an interview with the New York Times that revenue was $100 million in 2014 and has already made profits.

In July 2014, Nordstrom, an old fashion department store, bought Trunk Club for about $350 million.

Recently, Trunk Club, which only focused on men's wear, began offering women's clothing.

In this regard, Chui Yi said: "Trunk Club is indeed the originator of this model. They have done a good job of" department store selection "through online fashion consultant, but what they hope to do differently from them is that we want to introduce data to make this matter more scalable, and improve the accuracy and scope of product push through data and manual methods.

Although it seems to be similar in experience, data and manpower are different.

Clothing, footwear and hats are ranked the same as digital appliances, according to a survey conducted by Gome, a household appliance retail chain, for 1~6 months of online shopping.

According to survey company Kayu statistics, in 2015 1~3 months, the scale of men's cleansing milk market was about 1 billion 500 million yuan, an increase of 17% over 2 years ago.

In another survey, about 70% of the 1500 Chinese men aged 20~49 years old were not satisfied with their skin.

Men's fashion consumption is expected to expand further.

There were some male business communities in the market before, but there were no outstanding ones. Ray thought there were three main reasons:

1, category selection errors, such as men's socks, customer unit price is too low.

2, the extension from one commodity to another is too limited.

Jingdong's comprehensive e-commerce extension is very broad.

3, supply chain problems

So, getting the clothing of angel wheel will spend two main aspects in the future. First, expand the team to enhance the user experience of the product, including the data team and the rationale team, and the two is the upgrading of the supply chain.

that

Members are not the drooping garments from the Internet or clothing industry. Are they successful in cutting into the Chinese male fashion consumption field?

It may be hard to answer now, but capital has been affirmed first. This month, Chui Yi received an angel investment from Qing Liu capital. The exact amount was not disclosed.

Since June, looking for financing of the clothes are relatively smooth, but Liang Gefei also said in the interview, in the process of finding money, you can feel very clearly that this link of the capital is really not as good as before. "Maybe some investors before the project are willing to try, but now are willing to try the project is now less and less."

Then why is capital in the cold winter?

Ray, an investment manager at Qing Liu capital, interviewed by Tiger sniffer, said: "we are more concerned about two categories of projects. The first category concerns projects that have a fundamental promotion to the value chain. The second one is to meet the needs of the new generation of people, including clothing, food, shelter, entertainment and all aspects of demand.

Besides, we also have a very important point in dropping clothes, that is, their founding team.

Seeing the trend of consumption escalation and male self consciousness, Qing River began to pay attention to the male fashion consumption field last year. They think that although the plates consumed by men are not as big as women, they can not be ignored, and from the current market competition, this area is still blank.

The "Trunk Club" mode has been verified in the United States, and it is relatively easy for benchmarking to be done in China.

The population consumed by the clothing is about three hundred billion to four hundred billion yuan, and it will definitely increase in the future.