本案例由江南大学商学院的朱晋伟教授团队撰写，江南大学商学院案例中心研究员郝婷婷全文改编，江南大学商学院案例中心研究员陈田田为责任编辑，作者拥有著作权中的署名权、修改权、改编权。

摘要：随着近几年经济的快速发展，服装行业的市场份额逐渐趋于饱和。红豆男装作为为中高端男性消费者提供服饰产品的企业，为了发展，也在探索连锁专卖模式的道路中不断前进。案例讲述了红豆男装从创立、飞速发展再到危机挑战的全过程。1994年公司创立，之后飞速发展，利润连年攀升。2018年暖冬销售遇冷，结合服装具有流行色、流行款式、流行趋势、生命周期短等特征，导致了服装存货积压，给公司的库存带来很大的压力。为此，各部门协作提高库存周转率。2020年突发的疫情使得公司面临新的危机。同时，随着互联网的推进和消费市场的变化，人们的购买行为已经发生改变，传统服装零售业又遭受到巨大的挑战。为此，公司聚焦品牌营销战略决策，快速布局线上线下业务，拓展更多元化、场景化的消费者线下触点，深度开展小程序电商、直播电商、团购内购等运营，推进多触点连接。以红豆男装为案例研究，在品牌营销方面给予理论和实践启示，旨在帮助学员了解品牌创立与发展背后的商业逻辑，也对同类型服装企业的问题提供相关借鉴。

关键词：红豆男装；柔性供应链；库存管理；销售渠道

Hodo: The road of exploration of chain franchises

Abstract: With the rapid development of the economy in recent years, the market share of the clothing industry gradually tends to saturate. As a company providing apparel products for middle and high-end male consumers, Hodo is also moving forward in the road of exploring the chain franchise model in order to develop. The case tells the whole process of Hodo from its establishment, rapid development and then crisis challenges. the company was founded in 1994, after which it grew rapidly and profits climbed year after year. the warm winter sales in 2018 were cold, which combined with the characteristics of clothing with popular colors, popular styles, fashion trends and short life cycles led to a backlog of clothing inventory, which put great pressure on the company's inventory. For this reason, all departments collaborated to improve the inventory turnover rate. 2020 sudden outbreak of epidemic made the company face a new crisis. Meanwhile, with the advancement of the Internet and changes in the consumer market, people's purchasing behavior has changed, and the traditional apparel retail industry has again suffered a huge challenge. In response, the company focused on strategic brand marketing decisions, rapidly laid out online and offline businesses, expanded more diversified and scenario-based consumer offline touchpoints, and deeply carried out operations such as small program e-commerce, live e-commerce, and group inbound shopping to promote multi-touchpoint connections. Taking Hodo as a case study, it gives theoretical and practical insights in brand marketing, aiming to help participants understand the business logic behind the creation and development of the brand, and also provide relevant reference to the problems of the same type of clothing enterprises.

Keywords: Hodo; Flexible supply chain; Inventory management; Sales channel