本案例由江南大学商学院的刘燕教授团队撰写，江南大学商学院案例中心研究员葛智杰全文改编，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：红豆居家作为红豆集团下属十三大子公司之一，以设计、制造加工针织类产品为主业，然而在面对消费群体年轻化、个性化、多样化的市场需求时，暴露出定位低端、款式老旧、行业竞争激烈、研发落伍等问题。公司高层在走访调研后，决定通过精准定位目标客户，重塑品牌高端形象，创新营销渠道等方式开展转型升级。一方面，通过创新托管加盟，加强与三菱、北京专业检测公司的面料研发合作，与意大利、日本等设计师合作，以加快款式创新迭代。另一方面，借助社交、视频与电商平台进行品牌推广和促销等，使得红豆居家的店铺数量、总销售额位列国内第一，成为国内细分居家品类的第一品牌。

关键词：品牌升级；差异化营销；托管加盟；多元化

Hongdou Home: The expansion of management support under brand upgrading

Abstract: As one of the thirteen subsidiaries of Hongdou Group, Hongdou Home is mainly engaged in the design, manufacture and processing of knitted products. However, faced with young consumer groups, personalized and diversified market demands, it exposed many problems such as low-end positioning, old style, fierce industry competition and its research and development out of date. After visiting and researching, the senior management of the company decided to carry out transformation and upgrading through accurate positioning of target customers, reshaping the high-end image of the brand and innovating marketing channels. On the one hand, through innovate management support, strengthen the fabric research and development cooperation with Mitsubishi and Beijing Professional Inspection Company, and cooperate with designers from Italy and Japan to accelerate the style innovation and iteration. On the other hand, through brand promotion and promotion through social networking, video and e-commerce platforms, Hongdou Home ranks first in China in terms of the number of stores and total sales, and has become the first brand in domestic home categories.

Keywords: Brand upgrade; Differentiated marketing; Management support; Diversification