Whether enterprises must engage in children's wear brand management? Is the business ready? Before entering the children's wear industry, companies should ask themselves a few questions. 1. How much business children's wear? How much do businesses know about brand management? How much understanding of the chain business? Suitable for children's clothing brand? Is the business ready? Perhaps enterprises have learned that the operation of apparel brands is very frequent and the relative threshold of children's apparel brands is relatively low. However, do they know that children's apparel brands are more complicated than other types of apparel brands and the returns will be less impressive than those of other apparel brands? ? Whether the company has conducted feasibility studies of children's wear brand management, businesses have the appropriate resources? Such as children's clothing research and development resources, such as market resources, such as human resources, such as financial strength, business suitable for children's wear brand? Chain operations is a package of projects, companies understand it? If you use franchising mode, how to prepare enterprises and franchisee cooperation? And, how much market risk tolerance? --- Including branding costs and brand building time, including market development pressure and time, including the supply chain and funding chain pressure, including inventory pressure, including from competing brands and market pressures. 2. Perhaps companies have done clothing, brand may have done, but whether the company had done on children's clothing, children's clothing brand, on children's wear market and other aspects of market research. No matter how successful the business has been, but children's clothing brand management has its own particularity, children's consumption has its own complexity. Once inertial thinking may hurt the company's children's wear brand new project. 3. This round of children's clothing entrants, most of them have their hair industry, their normal thinking is to consolidate the original business or the original industry, the development of new business areas --- children's wear brand projects. It should be noted that the new or old business concerns and devotion, the professionalism and inclusiveness of decision makers, the balance of new and old personnel, the expected return on investment of new businesses, etc. will all become or facilitate or control the smooth development of new projects key. New projects in a certain period of time may not be as profitable as the old project, companies can hold on to it? 4. The new project is new because it is an entirely new or partially unfamiliar field for some people. Perhaps businesses are well informed and may be handy to businesses that do not hinder their indecisiveness in making new business decisions if they do not have the common sense of new business or disagree with the new team's authority and oversight. Because companies are always alert to new things, including the new project manager, including the new project itself, may be because the business does not have the judgment of standing knowledge, but also because of the core business of the original opinion of the business impact is very Big. --- If not, there is no lack of market knowledge accumulation and research, but also the lack of common sense of the brand at least. There is no relevant knowledge where to judge and choose the standard, if you can not believe the professional advice, of course, corporate decision-making will take the tune. --- If the decision-makers do not have the knowledge, do not respect the market, industry, fashion and other laws and preferences of personal preference, and that, it will detours. --- Including the decision-making team, the team do a good job preparing for the new business learning yet? 5. For some people, "professional" refers more to knowledge. But for managers, especially policymakers, "professionalism" is a kind of concept and thinking, a feeling and vision, a spirit and attitude, a way of thinking and doing things, is a decision-making level. This is particularly important for the selection and decision-making of new things. 6. In business activities, because some policymakers do not mind the new project or new phenomenon, he will try to consult his business circle or living circle, but most of these circle people do not have the same professional as him Common sense or just the best, then, most of the real professional programs are tragic ending: either the program was dragged away inexplicably, the second is the professional was denied, often show "four like." Children's wear brand management is not a "fair", first of all there must be a difference between professional and non-professional attitude, and secondly, companies must establish internal and external professional information channels, including information collection, information analysis, information evaluation and decision-making. Do not let the inside and outside of the insightful insights in business decision-making "circle." --- Perhaps companies will hiring professional trader for the new project, maybe companies want newcomers to quickly integrate into the business, but including the decision-making team, including business people for the integration of new initiatives to do something? 7. Brand management is a systematic activity, there are causes, processes and consequences as well as the sequel, so business operations must have a certain process. In fact, except for some well-known brand enterprises, most enterprises newly engaged in brand management are either unplanned, non-processless, non-communicative and non-connected operations arbitrarily. They either argue about some trivial matters, manage procedural dogma, complexity and slow response, drag. The process is to ensure smooth communication, its purpose is simple, clear and efficient. Too casual, too dogmatic no good. 8. Like other categories of clothing brands, children's clothing brand building can not be achieved overnight, and in the course of business will encounter various problems or crises, businesses can afford it? ?? Whether the enterprise for the operating team, to join customers, suppliers, for the target consumer, for the brand's growth to provide strong enough confidence and protection? 9. "Division" non-business department. The past two years, there is a word in the apparel business in the high frequency --- Division. Foreign trade enterprises to turn domestic sales there will be "domestic sales division," brand new brand extension, there will be a "certain brand division." Then the company's "Children's Wear Division" is a fact it? Many so-called division is actually only the marketing department or the China Merchants Department only, and enterprises in the choice of department heads are more popular is its marketing experience or business history, so the business department has become marketing or investment department. Such a division is very difficult to play a new brand strategy from strategy to strategy from strategy to effective implementation and control. --- Enterprise's "Children's Wear Division" is hired to have a global perspective and the overall ability of brand trader it? Its function and responsibility can effectively play it? 10. Corporate brands are more important than product brands. Local companies so many years to do the brand, in fact, almost done is the product brand, brand vitality is not long common problem. Perhaps after so many years of experience, local enterprises have reached the time to become a corporate brand, including team building, including product brand planning, corporate public relations image, continuous innovation of enterprise management, etc. These factors jointly create the vitality of the corporate brand It may be longer. In recent years, including the children's clothing industry, including branded business from time to time run into wall or stranded things happen, which we do not want to see. However, there is such a children's wear brand that started with a very thin foundation, but the company has always insisted on not letting up and not being distracted. For a few years, the brand not only survived but also did a great job. I have been thinking, why the local business brand life is not long, some brands even die halfway? Maybe we entered the market too "fair"; Maybe we are still not qualified, not enough professional learning enough; Maybe we are in a developing market to choose from a lot of things, we think too much - - Maybe we too care about some other things; maybe we should have some more persistence, endurance and wisdom.