Cambridge University Students Start New T-Shirt New Mode From Tool To Mall

Unlike a custom product or a star store on a treasure, the T club mode is like this: you provide creativity, it helps you customize, and is responsible for production, operation and distribution. At the same time, you can freely set prices to ensure zero inventory.

Founded in August 2015, Guo Dayu, founder of this year, is 30 years old. Jinjiang, Fujian, went abroad at the age of 14. She studied in Philippines for 7 years. Later, she studied in University of Illinois and University of Cambridge.

Before founding T society, Guo Dayu was a IDG capital investment manager. He saw many similar projects and found two trends, so he decided to start his own business.

The trend is: first, users' sense of participation in product formation will stimulate their desire to buy; second, young users are more self appealing and emotional appeals, and goods have the opportunity to become carriers and then spread out.

Guo Dayu chose to take the T-shirt and the clothes as the carrier.

In his view, on the one hand, clothing is the most frequent demand in customized products, and the pmission is relatively high. On the other hand, a large number of traditional clothing brands are in stock.

Overcapacity, so garment factories, printing factories are willing to try this new model.

Company customers verify supply chain, small V cut in, expand circle of friends

T's customized mode includes ordering, gift giving and crowd raising.

That is to say, you can choose to make the order directly.

And choose to distribute to one or more destinations, and also choose to complete the design and pricing. After the subscription is reached, the T society will distribute it to each seller.

This is based on the needs of different categories of users.

T users are divided into three categories, namely, the company, thousands of fans, "small V", and the active and charismatic ordinary people in the circle of friends.

Today, their contribution is 70%, 20% and 10% respectively in the more than 50 thousand orders accumulated by T.

This is related to the early operation strategy of T Society: it is verified by company users whether its supply chain is feasible and guaranteed to retain; it focuses on expanding thousands of fans' opinion leaders to T society to launch public funding and attract fans to participate; and finally attracts ordinary users who have no design ability and no fans.

At the beginning, T society, through introduction, circle of friends and word of mouth, attracted some start-up companies and fund companies to order shirts for customers in T society.

The orders are designed by the user, with a single body of 50~100 T-shirts and a T-shirt priced at 30~50 yuan.

This price is not much different from that of Taobao Custom T-Shirt shop, but the two difference is that Taobao shopkeepers are only middlemen. Considering the cost of compression, the quality of T-shirts is uneven. Behind the T club, there are 7 garment factories and 3 printing factories which are the world's foundry manufacturers. This ensures the quality of T shirts.

To run through production and supply chain, T's inherent advantage lies in its founder team.

Guo Dayu's hometown, Jinjiang, Fujian, is the brand city of Chinese shoes and clothing, while co founder Huang Jinlong is the hometown of Guo Dayu, whose family has been engaged in shoes and clothing industry for more than 20 years.

"Run the garment factories and cloth cities in Shandong, Zhejiang, Guangdong, Fujian and other places, and later found that they are still good at home, but of course, those who know are much easier, and the key is trust."

When choosing suppliers in the initial stage, his standard is also very simple and crude: what clothes have been made for any brand.

But after fixing the supply chain, the key to the platform is still "pull new".

T's practice is to start with small opinion leaders with thousands of fans.

"The public interest organizations, the gay community, the duet hands, the Halley locomotives club, the star fans community, these active groups are our concern."

Guo Dayu introduced, "I will set a cost price, and then they will be free to set the price. After all the chips are successful, they will return to the middle price difference."

To this end, T has taken a video of nearly 200 people to express its spiritual connotation: self expression.

The reason is that "these opinion leaders feel compel, they are not willing to cooperate with others unless they recognize your style."

In December 5, 2015, the T social service number "creative T club" was launched, with a single reading volume of over 20 thousand. Then, every Saturday, it would engage in cross-border activities on its WeChat public address. Now, the founder of AirMotion AURA Bibi Ho (He Wenbin), the creative video team 1LIN1, and 8000 fans know V V, all of them have launched the public funding in the T society, and the originator can send creative pages to fans.

"The 3 T-shirts introduced by 1LIN1 are sold in more than 50 to 3 to 4 days. According to the reading volume, the conversion rate is 5%."

Guo Dayu said.

Next, the T society plans to attract friends circle to build up a database of materials, reduce the design threshold, and arouse their interest.

From tools to shopping malls, T is not just making clothes.

T club has no App, only a relatively simple official website and service number.

The main function of the official website is to upload creative materials, design T-shirts and sweater, and then send a crowd raising page through WeChat and other platforms. Fans can purchase on the service number, and 20 pieces of the chips are successful, and the products can be received 7 days after the public chips are completed.

Guo Dayu did not approve of a "subscription" or custom App mode because the design was difficult and the cost of obtaining the user was too high.

"For example, a App gets the user cost of 10 yuan, but the conversion rate is 1%, the user needs to spend 1000 yuan."

From this point of view, the T club is just a tool, and the promoters will share directly after the crowd raising. There is no need to display it on the home page. In the Guo Dayu plan, after having a large number of users, the T society will push the next step, and push the corresponding products to users according to the browsing data, and finally the mall.

"At the beginning, there was not much content in the mall, so drainage would be very difficult.

Only with the help of small V and the circle of friends, can the commercial city be raised.

As a tool, T has another important task: building material library.

At present, if the user does not have the design ability, it can only help the T designers to achieve creativity through docking with the illustrator.

Guo Dayu plans to expand more categories, such as cell phone shells, umbrellas, cloth bags and so on.

"Let users realize creativity on a physical carrier. Any user can turn design into product, and spread it through crowd raising mode."

Guo Dayu emphasized.

His team of 18 people, has completed 5 million yuan angel investment, investors are IDG capital and Feng Shui capital.