Last fall, Cao Siyu turned an activity page in the circle of friends, the title is "cotton-free shirt, buy one get two, three 300 yuan", the promotion of the shirt is his entrepreneurial menswear brand - "U-shirt" launched The style, one he wants to imitate the explosion of Xiaomi.

This is a story about how to make a man look good and die.

Before the story begins, let's introduce the three protagonists.

Cao Siyu: At the age of 6, I boarded the Tiananmen catwalk. When the father said, "You have to dare to learn clothing, I will interrupt your legs." I chose engineering majors honestly, read industrial engineering, and graduated into a car company for 5 years. Public relations. As a man, he feels that it is too difficult for Chinese men to buy cheap and good-looking shirts. Overseas sweeping is far from being able to hydrolyze thirst. As a result, he resigned and started his career.

Liu Qiyuan: A boy who can go shopping from noon to go to war. Parents "design" he should go to the United States to study abroad, enter Wall Street, become a high-shoulder rich! The result is that the junior began his determination to transform the design, from scratch to learn painting, to study at Malangoni College in Italy, Became one of the 15 students in the current menswear class and received an internship opportunity to ErmenegildoZegna (Denia).

Zhu Kairong: He is a tailor, and he will also be an electrician, programmer, car repairer, woodworking... In the 1990s, he began to smash Shanghai. After he designed a jumpsuit, he was once popular in Shanghai, and his daily processing fee could be more than 2,000 yuan. Today, he is an external teacher, senior version of the teacher, brand partner of Donghua University Adult Education College... He said that he no longer minds people calling his tailor, because the real masters are all started from the craftsmen.

The beginning of the story, we have to start from May 1, 2014, that day is the day when Cao Siyu resigned.

Failed explosion

Last fall, Cao Siyu turned an activity page in the circle of friends, the title is "cotton-free shirt, buy one get two, three 300 yuan", the promotion of the shirt is his entrepreneurial menswear brand - "U-shirt" launched The style, one he wants to imitate the explosion of Xiaomi.

"There was a little magic of Xiaomi, pursuing 'explosion models', 'single product breakthroughs', and later found that clothing is not the case at all," he said.

Prior to May 1, 2014, Cao Siyu was the public relations officer of a foreign car company with an enviable position and salary. After five years in the public relations circle, he began to feel that he had entered the bottleneck period, and even foreseen the work and life of the next ten or twenty years. The life of holding a million-year salary and traveling once or twice a year is obviously After the 80s, he was scared. "I still want to break through a bit." Sitting in an office full of fabrics, Cao Siyu told reporters.

The experience of the young catwalk, coupled with the unsuccessful regrets of the college entrance examination for fashion design, when standing on the fork in the transformation of life, Cao Siyu decisively chose the road to the clothing industry.

“At the end of 2013, the media reported a lot about the inventory problem of the apparel industry. My university major is related to the supply chain, so I have always admired the ZARA model. After all, it is very difficult for the clothing industry to achieve zero inventory.” Cao Siyu said that he I want to make a men's shirt that can be quickly refurbished. It is not only good-looking, but also comfortable.

Aware of this problem, optimizing the supply chain has become the first problem for Cao Siyu's entrepreneurial solution. It is precisely because of his optimization of the supply chain that “Ussu” can occupy an unparalleled time advantage in the future. Not under the table.

How to do clothing, no designer and version? Cao Siyu found Liu Qiyuan, who had just returned from Italy, as a designer, and chose Zhu Kairong, who has been serving the Japanese men's shirt brand FLEX for 14 years, as a model, and he chose these two. The reason for the position is simple and rude, but it is not unreasonable - "The designer is to make you look good, so I found a young designer with European experience; the version is to make you comfortable, must Find an experienced tailor."

Although there is no entrepreneurial experience, Cao Siyu’s plan for the brand is to customize the shirt and take the “fast fashion + fast customization” route; but also because there is no entrepreneurial experience, after the difficulty is magnified, he chooses to build the explosion method step by step. . “In the beginning, I felt that I had to do both the supply chain and the products, communication, IT, and users. How can I burn a 30 million to do it? I want to make something explosion first, and then roll the ball a little more. Go ahead."

Cao Siyu

“Like Vanke, I made two basic models, blue and white, and found the best factory and fabric manufacturer.” The garment factory pays attention to the order quantity, the same design with the same color, at least 600 pieces, even if Only two basic models, blue and white, Cao Siyu must face at least 1200 stocks.

On November 19th, 2014, when he took these two shirts to see the CEO of Tiger Fighting Sports, Cheng Hang, the other party asked him directly why he did not directly do the complete zero inventory and rapid renovation mode.

Cheng Hang told him that there is not only one person in any entrepreneurial project in China. The most fear is that there is now a person who has the same thoughts as you are chatting with investors. The difference is that he went directly to customize this article. Road, then there is nothing wrong with you.

"I thought he didn't understand me and left."

Three months later, the reality gave him a loud slap. The increase in style has directly led to a continuous backlog of inventory.

At the end of 2014, Cao Siyu finally decided to turn around and return to the original entrepreneurial concept. The price was to turn the 3,500 shirts that had been planned to be exploded into inventory, and everything went back to the original point.

Breaking the custom custom shirt

In September 2015, the customized page of “Ussu” was launched.

In the six months before this, Cao Siyu and Zhu Kairong ran 9 cities, face-to-face contact with 412 customers, tailored for them, the rework rate from the initial 10 single rework rate of 50%, to the subsequent 300 single rework rate of 5% "When the final rework rate reached 2%, we began to think that this thing can be done." Cao Siyu said.

Today, the process of a shirt from scratch is like this:

Online order selection style & appointment time - door-to-door tailoring - 33 data on the spot is returned to the system, the computer automatically makes a plate according to each customer's body - after 15 minutes, the fabric begins to be cut - after 30 minutes, the worker begins to sew the fabric - -Packed delivery after 2.5 hours

What is this concept?

If you are a customer in Shanghai, you can complete the door-to-door data collection before 12 noon, you can receive the invoice number on the same day, and you can wear a custom shirt the next day, but the whole process is only 24 hours.

Based on this fast-customized assembly line, our shirts can be quickly flipped under “zero-product inventory”. According to Cao Siyu, “Clothing is an industry that needs to iteratively design and stimulate secondary demand. Previous design is a process of predicting demand. Every time a new style is introduced, it must be accompanied by a certain amount of inventory. With this quick response With the support of the assembly line, each design of our shirt only needs to make a sample garment. After the user has the demand, the production can be quickly customized, and the cash flow turnover is very fast. At the same time, because there is no inventory pressure, the design decision is given to The consumer, not the design director inside the company. A style is not sold well, and it is not necessary to clear the inventory anyway."

All of this is due to Cao Siyu's initial adherence to the principle of supply chain optimization, insisting on learning from the ZARA model and trying to make breakthrough innovations.

Although the former version of Zhu Kairong has already done more than 20,000 shirts in Japanese companies, it still takes 3-4 hours for him to make a version under pure manual conditions. When he optimized the automatic plate making system 8 times, the customer's tailoring data can be well transformed into designer-designed clothing data, and the seemingly irrelevant data becomes a tailor-made version of the drawing. 15-20 minutes. This should be attributed to the power of wisdom and technology.

From the resignation of the company on May 1, 2014, the three boys have gone through a detour in a year and a half, and they have been reluctant to correct them. In their small office buildings where the sparrows are small and small, the interlining from Germany, Japan Raw materials from nearly 10 countries, such as stitching, Swiss and Italian fabrics, are stacked side by side;

The women workers who are responsible for sewing clothes have long been used to different from the boring assembly line of the previous garment factories. Instead, they are ready to sew at any time to sew the most suitable clothes for each guest.

On the shelf on the side of the wall, neatly stacked parcels of parcels to be dispatched, each box has a card full of emotions, perhaps the moment you open the box, you will be moved by the feelings between the lines;

Open the website of our shirt, in addition to the shirt, the custom pants also appear in the list of goods, and the same is the "zero inventory rapid renovation" route.

Back to the opening, Cao Siyu attached such a paragraph to the link to the discount promotion that he forwarded:

Until the moment I pushed, I still resisted. Then my friend and I said: One day, I will put on the one piece of clothes that I took off!

I said that three women have a play, but I think that the three male dramas of Cao Siyu, Liu Qiyuan and Zhu Kairong are worth seeing!

Editor in charge: Yang Jie 4