1.Since entered Chinese market in Aug 2004, Littledongmak opened the window of general agency in Guangzhou, an advanced area of Chinese garment industry and gathered most domestic and abroad garment merchants. The company built its own website by China Apparel Net (www.efu.com.cn) to propagate, promote and adopt the franchised mode for channel construction. It has set up 13 provincial agencies all over the country within one year and there are 8 provincial agencies on discussion. The company plans to increase provincial agencies to 16 and increase franchised stores to 100 spreading over large-middle major cities of China.

　　2.A brand can grow rapidly in a short time and be accepted by large customers mainly relaying on the guarantee of product quality and reasonable market analysis.

　　①Survey—market background of children’s commodity
　　Chinese children is large-range of knowledge, stirring-thought, distinct-personality, great-courage, better-memory, strong-ability of imitation, high-IQ, self-centered, dependent, and weak on practical ability,

　　②Central place of children consumption field
　　It mainly focuses on aspects of garment, toy, stationery and others. However garment is bought by their parents, stationery and toy are bought under their parents’ guidance.

　　Better brand recognition
　　·For the products of shampoo, sports wear, personal stereo, garment, mobile phone and others, the young better-recognize international famous brand and domestic well-known brand.
　　·Western-style snack store is the perfect site of the young.
　　·For parents, self-selection of brand are mostly taken when buy children’s commodity, but 60 percent parents may ask for children’s opinion, it considerably reflects that the parents can follow children’s will on purchase, but the final purchase is still rested with the parents. Quality, style and price are the major factors to lead the parents’ purchase.
　　·To buy children’s commodity, over 95 percent customers are prefer big integration marketplace and supermarket, which is mostly caused by complete variety, 　　　　guaranteed quality and frequent promotion activity, even more they are good places for leisure and entertainment the children preferred. So that brand image construction of franchised store must be paid more attention when set up the store, meanwhile both design and display on spot must be attractive to children.

　　Consumption group and productivity of Chinese children’s wear market
　　In China there are over 300 million below 16-year-old children including 170 million below 6-year-old children and 7-16 years old children amounts to 160 million, which takes up a quarter of national population including only-child accounts for 40 percent. But the children’s wear only takes up 1 percent proportion in the whole garment market, professional manufactory of brand children’s wear is less than 20 percent, the commodity quality and style design of domestic children’s wear are comparatively situated in laggard status.

　　Market forecast
　　·Development prospect of Chinese children’s wear market
　　·Experts predict that the production of children’s wear will rise at 8 percent growing speed per year within these years, and yearly production may exceed 10 billion pieces. So that there is a large expanding space in the market of children’s wear.
　　·The consumption concept and design philosophy will be changed.
　　·Scientific consumption concept and design philosophy of children’s wear is the stage of its existence, protection and development of children, combining with 　　　society beautification. Thus it is wise action to seize the whole operation of industry chain of children’s wear and timely introduce practical and decent children’s wear. With society development, the improvement of living standard and only-child increased, a majority of consumption objective will tend to choose brand apparel.