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男装电商曾不被投资圈看好，这一点，浙江孤品品牌管理有限公司CEO王雪杰深有体会，尤其是他2014年以创办一男装定制平台踏入跨境电商出口市场后，感受更深了。但近期以来，有关男装电商平台融资消息频出，这个曾经被大多创业者遗忘了的分支终于开始"逆势反转"。
Men's fashion e-commerce was once not favored by investors, which Wang Xuejie, CEO of Zhejiang Gupin Brand Management Co., Ltd., deeply understands. Especially after he entered the cross-border e-commerce export market by founding a men's custom clothing platform in 2014, he felt it even more. However, recently, there have been frequent financing news about men's fashion e-commerce platforms, and this once-forgotten branch has finally begun to "reverse the trend".
近日，跨境电商平台"XY"宣布刚刚完成了数百万美金的A轮融资，由晨兴资本和IDG联合投资；今年3月，男士西装定制平台Indochino宣布获得大杨集团的3000万美金的融资；同样是近期的消息，据相关媒体报道，男装电商"垂衣"也已完成百万人民币级天使轮融资。一系列的动向，不得不让人再次审视这个曾经不被看好的行业。
Recently, the cross-border e-commerce platform "XY" announced the completion of a Series A financing of several million US dollars, jointly invested by Morningside Ventures and IDG. In March this year, the men's suit customization platform Indochino announced that it had received $30 million in financing from Dayang Group. At the same time, according to related media reports, the men's fashion e-commerce platform "Chuiyi" has also completed an angel round of financing worth millions of RMB. A series of movements have forced people to re-examine this once-unfavored industry.
不被看好在于消费习惯？
Is the Lack of Favor Due to Consumption Habits?
跨境电商平台"XY"创始人罗璇曾对外表示"创业之初项目不被投资人认可的痛苦"，对此王雪杰也很有体会。为何男装电商更难被挖掘？社会上普遍存在这样的认知，男性比女性不爱打扮，这是导致需求不够旺的原因之一。
Luo Xuan, founder of the cross-border e-commerce platform "XY," once publicly expressed "the pain of the project not being recognized by investors at the beginning of the entrepreneurship," which Wang Xuejie also deeply understands. Why is men's fashion e-commerce harder to tap into? There is a widespread perception in society that men are less interested in dressing up than women, which is one of the reasons for the lack of strong demand.
在王雪杰看来，要说"难挖掘"的原因，还得从消费者本身的习惯说起。"电商在很大程度上，以'高性价比'赢得关注，但相较于女性消费者，男性消费者往往并没有那么关注性价比。"他透露，这就是为何当下不管是实体还是电商，女装连锁品牌都能比男装的"活得好"的原因。
In Wang Xuejie's view, to explain the reason for being "hard to tap into," we must start with the habits of consumers themselves. "E-commerce largely wins attention with 'high cost-performance,' but compared to female consumers, male consumers often do not pay as much attention to cost-performance." He revealed that this is why, whether in physical stores or e-commerce, women's clothing chain brands can "live better" than men's clothing.
为什么在此时火起来？
Why Is It Booming Now?
从不被看好到"融资消息频出"，很多人不免想问：为什么会在此时火起来？在王雪杰看来，这与当下大环境不无关系。"以前男装一直都处于'挺沉默'的位置，但近年来行业也在寻求转型，于是企业会投资一些原有的男装电商项目，这也使得这类项目一下子得到了关注。"他说。
From being unfavored to "frequent financing news," many people can't help but ask: Why is it booming now? In Wang Xuejie's view, this is not unrelated to the current environment. "Men's fashion has always been in a 'very silent' position before, but in recent years, the industry has also been seeking transformation, so companies will invest in some existing men's fashion e-commerce projects, which has also suddenly brought attention to such projects," he said.
不仅是IDG这类投资大佬，记者发现，本地投资机构也在关注这些项目。据浙商创投合伙人李先文透露，他正在洽谈一个男装定制平台的投资。李先文挺看好男装电商，"男性消费者有一系列优势，他们对价格不敏感，复购率高，对品牌很忠诚，这些都是不可多得的优势。"他说，只要找准定位，寻找好切口，男装电商还是很有潜力的，就拿西装定制来说，其市场诉求就很大。
Not only big investors like IDG, but reporters have also found that local investment institutions are paying attention to these projects. According to Li Xianwen, a partner at Zhejiang Venture Capital, he is negotiating an investment in a men's custom clothing platform. Li Xianwen is quite optimistic about men's fashion e-commerce: "Male consumers have a series of advantages—they are not sensitive to prices, have high repurchase rates, and are very loyal to brands. These are rare advantages." He said that as long as the positioning is accurate and the entry point is well-chosen, men's fashion e-commerce still has great potential. Take suit customization as an example—its market demand is huge.
而谈及和女装电商的对比，李先文说："女装电商既然已经是红海了，为什么还要跑进去厮杀呢？寻一片蓝海，岂不是更明智吗？"
When talking about the comparison with women's fashion e-commerce, Li Xianwen said: "Since women's fashion e-commerce is already a red ocean, why run into it to fight? Isn't it wiser to find a blue ocean?"
