In February 2006 the Spanish fashion magnate ZARA landing in Shanghai. Its 2,100 square meters of business area, in March sales as high as 80 million, the same size as domestic sales alone on the 150%. Meanwhile, from the United States leisure fashion giants GAP, the Swedish fashion giant H & M, Germany Bargain clothing chain C & A giants are already active in the mainland market to siting, strive to the end of 2006 before entering the country. Comparing with various large and medium-sized K / A, the concessionaire brand clothing chain, the most of the forms of a new channel From the high-grade HUGO BOSS to medium range LEVIS or popular BALENO, Many have become leaders of the domestic and international brand names used in a common way, This new type of channel mode also brings a lot of brand clothing geometrically increase market share. When we cycle brand garment products, products in different stages of the competition theme is different. Introduction of the period, technology and innovation means that opportunities and high value-added; The growth period, because competitors, productivity as the main competition, productivity reflected in the quality of products and prices; the mature period, homogenization of products, price compression space to a minimum, and the channels is a key factor in winning. Clothing brand from the market further, according to well-known international management consulting firms accenture study retail market structural changes of the history of the neighborhood market to the mass market then to a saturated market process, its main market operators were family businesses, department stores and supermarkets and franchised stores. Due to China's current stage of dualism social conditions and the resultant market conditions, We can see that the Chinese brand clothing at the frontline cities have revealed clues saturated market, its main characteristics are : 1 : new product into the market faster, rapid product upgrades. 2 : With the actual growth rate of sales decline, market competition will be more intense. At this stage the Western retail market sales / square foot for an average decline of 14%. 3 : marketing expenditure increased, large-scale promotional activities endless. 4 : mergers and acquisitions are serious, major brands took advantage of the opportunity to integrate the competitiveness of products. In this stage of market saturation, brand clothing to the narrow category share the economies of scale, building channels for various periods than ever have a more important role. In China's current K / A and chain store brand as the two main channels, in the end domestic brand manufacturers which should take a channel program? In general analysis of the decision-making channels of a system should have the following four steps to a decision : analysis of the needs of target customers. Channels can probably provide five services output : A batch size, waiting time B, C convenience, D product varieties, E services support. Brand in the clothing industry, because K / A larger business areas, the market wide coverage, in a batch size, convenience, Product varieties have the clear edge. Chain store and provide more specialized and personalized service in the waiting time and services to support the advantages are obvious. 2 : establishing channels goals. What kind of market segmentation to decide what kind of program channels. According to the characteristics of products and services targeting the differences. In selecting channels should be treated separately, according to the general merchandising law, the value generally consists of FMCG and durables, Consumer prices for the rapid consumer preferences much higher than the quality of their products preferences; consumer durables and general maintenance products, Consumer products need not only material form is also included after-sales service, the brand value So consumer purchase behavior is different. The supply of consumer brand clothing, similar to the purchase of FMCG, as long as the quality is not a problem. request for the purchase of its convenient and inexpensive nature of the products on it. Large K / A in this regard has unique advantages, wider channels, product lines longer, the prices of cheaper operating costs low. And positioning at the high-end brand clothing corresponding should choose the form of specialty brands. Because of its brands face of a more narrow segments of the market, the demand more professional services, special consumer experience and consumers about their brand value relative importance, it is only through rational layout of the store. professional after-sales service in order to realize their unique brand culture, and all this only specialty brands can provide. 3 : identification of key channel program. Use intermediate institutions depend on the type of target market demands and service output channels transaction costs. Brand manufacturers will be selected for their long-term profit channel types. Here we do major products K / A and the brands of other specialty : Brand specialty because strictly limit its only store operators in the company's products, is a typical franchise distributor. It applies brand manufacturers to implement its franchisee of a large number of service level and point of sale services for effective control. Brand manufacturers also under its product characteristics and market strategy is used to determine the selective distribution or intensive distribution policy slightly, and the choice of different types of K / A. 4 : To evaluate the main channel for the program. We say the best for them is the best. Choose their own judgment in the channel program, the author believes should be based on two criteria : First, economic principles, two brand is controlled principle. Economic principles brand clothing mainly to explain how to obtain the lowest cost terminal largest market share. Brand controlled refers to the principle of how we can enhance the consumer brand imprinting, the occupying consumer psychology market, forming an endless supply of potential customer base and enhance brand equity. From the economic principle, I think K / A chain and specialty stores, mainly centered on the fundamental issue of their own needs or terminal brokers? And as a result, the comparison of receipts. Business in the process, whether or KA specialty has its own brand of unique characteristics, according to capital flow, logistics and the flow of information in the three major elements of the flow channel, two channels designed to do simple analysis. (1) the operation of the project cost, we at this stage why the majority of the clothing brands the option of using brokers, Franchising through the Monopoly brand building networks? According to the classical theory of marketing, The existence of brokering transactions can be made to increase the number of over 50%, Another important reason may be because it has the obvious cost advantage, and the channels to most of the independent economic entities, channel the funds to pay more timely manner to enable enterprises to reduce the risks and capital pressures, also contributed to the normal flow of funds. Although the flat channels is a trend, but skip the middlemen do terminal directly from the manufacturers, who attempted specialty. in the early stage of its capital needs of larger, the corresponding management costs and high liquidity slower. From the management cost, brand manufacturers stationed in many large KA need to pay a certain amount Jinchangbi and public relations fees, sponsorship fee ... . the cost and pay for their own shop management costs, Who higher or lower, but also specific measure. Better way to resolve the problem is : brand manufacturers in the early branding "thing through" method, first to use professional channels, when capital accumulation to a certain degree, a certain brand recognition, may consider equity participation or holding brokers, curve achieve the purpose of self channels. (2) supply chain costs. In general, professional brokers in the region product warehousing, distribution, logistics and other sectors has its own great advantage. relatively smooth flow of goods. Chain store in the market within the region and the establishment of leasing distribution centers. Although this part of the work could be transferred to third-party logistics done, but at great cost can not be overlooked. (3) drainage channels with the coverage of control. From the regional market, K / A basically can control the line on January 23 domestic cities, as well as county-level regions, Chain store and the products according to their characteristics, is basically the domestic front line against cities. Flow of people from the store, many large KA product line enriched, it can attract more passengers; Chain store the product more personalized, more consumption level is higher passenger traffic. From channel control, KA basically not wearing the right brand customer resource processing and management, on the reaction of the market and judgment are not nearly comparable store chain. (4) terminal management and brand information. From this point of view because the majority of KA as brokers, their understanding of the brand, market information collection and dissemination of environment-related marketing potential and existing customers, competitors and other participants in the information management is very different from store brands compared. With China's clothing brand development of the market gradually matured, PB as a new type of third-party forces, channels being added to World War II, the future design of the channel and the competition will increasingly complex. Business model in promoting the progress of the business, it is also continuous progress, a model can not solve all the problems imbalance in the Chinese market characteristics of the decision is very difficult for an enterprise to choose unification channel mode, It should be a proprietor of a multi-way meeting of the portfolio, the future market is among the least able to adapt to his several categories.