For children's wear, in today's apparel industry suffered a financial crisis situation is even more compelling. In August this year, the data on women's wear, men's shirts, men's suits, children's wear, leather garments and women's shoes compiled by the Beijing Business Information Center showed an overall increase in the average daily retail sales of women's wear, children's wear, men's shirts and women's shoes this month Trend, of which the average daily increase in children's clothing in the highest six categories of apparel. This is why children's clothing has become the reason why various clothing brands enter the market. Into the children's wear market, create sales channels is the most important. For the brand of children's clothing, the current distribution channels to create the main ways are divided into two types: one to department store formats as the main channel shopping malls, supplemented by franchise-based direct sales stores supplemented by the sales model, the other Mainly to join franchise stores franchise sales channels, and gradually enter the department store format as a mode. These two brands have a successful model of the creation of cases, the formation of today's children's clothing market channels diversification trend. Consumer habits determine the formation of channel brand children's clothing In the early 90s of last century, the children's clothing enterprises founded during that period were all based on entering the department store as the main channel, which was determined by the consumption habits of the consumers at that time. In the 1980s the market was dominated by product management. Marketing activities in the context of the planned economy, the production of varieties and quantities are based on the mandatory plan, market regulation supplemented by the program marketing; all products are the distribution channels for commercial enterprises as the main channel, children's clothing is no exception. At that time, the market was in a period of shortage economy. Because of the shortage of market goods and the restriction of family income, the consumption of children's clothing was not yet universal. Families generally bought new clothes for children during holidays and holidays, and consumers only purchased it at the mall To children's clothing, and this spending habits of shopping shopping as consumers for a long time thinking of the future trend, so when the children's clothing business channels are dominated by department store format. From the early 90s, the emergence of brand children's clothing, consumer shopping habits still dominates the consumer market in China's consumer market, this time is currently in the first children's clothing brand children's clothing brand focused on the creation of a period of 1992 Beijing Jia Man Clothing Co., Ltd. was established in 1995 to create Aqua brand children in 1994 to send Crane Emperor Company was established in 1996 Dongguan City Huashun Garment Industry Co., Ltd. launched "PEPCO pig Banner" in 1996, Shenzhen City, Fu Clothing Co., Ltd. was established ... In order to survive and develop these children's clothing brand is bound to resort to shopping malls channels. To store as the initial channel to create a brand model began in 2000, after a period of time and no significant results in order to start the construction of children's clothing in the industry have not achieved remarkable results. The emergence of Barra Barra, a rapid expansion of children's clothing from the store, a model of growth, so that the industry saw the rapid development of children's clothing another way. The success of Barra Barra, which takes the second- and third-tier market stores as the main channel, also proves that the monopoly mode and the mall mode appear evenly matched. The shopping habits of consumers are quietly changing and the consumption places are beginning to show a diversified trend. The two channels complement each other If the financial crisis so that the first-tier cities in the mall as the main channel children's clothing brand saw the second and third tier stores channel stability and spending potential, then accounted for 40% of the total sales of children's clothing market sales Mall channels, so that more can not give up Balabara. If Barra Barra, successful with "rural encircling the city," has succeeded in creating its first sales channel, then the next step in Barrabé's project without any suspense must be to enter the mall. The shopping malls and second and third tier stores consumer groups different, so trying to "walk on two legs" children's clothing brand to see obstacles. How to balance the high-end consumer groups in shopping malls and the needs of middle and low-end consumer groups in second and third tier stores have become the key conditions for the further development and expansion of many brands. Children's clothing industry is the next proposition: how to make the mall and second and third tier markets are also used by the brand children's clothes and play the greatest effect. This is indeed a dilemma for the same brand because the success of a successful brand lies precisely in its accurate perception and understanding of the consumer group, and the needs of the two consumer groups do not overlap so much It is often difficult for the same brand to succeed at the same time in both ways. However, multi-brand management is different, multi-brand strategy known Parker Dili on their own different brands to fight for different consumer groups, and achieved some success, which shows that to win the approval of two consumer groups, Multi-brand operation is a good solution. According to experts, the birth rate of newborn children will gradually reach a peak after 2010, indicating another golden opportunity for the development of children's clothing. How to make good use of the two channels of children's clothing brand is the key to win.