# e-commerce pivot

Double Hit on a Heritage Brand: Hodo’s Menswear Crisis and What It Signals for China’s Apparel Sector

Hodo (Red Bean) has gone from steady profits to mounting losses as weak consumer demand, intense competition and a heavy reliance on traditional menswear drive revenue and margin declines. The situation is aggravated by judicial freezes on the controlling shareholder’s shares amid the parent group’s debt crisis, undermining investor confidence and complicating any turnaround. The company is pursuing cost cuts, an intra-group acquisition of online homewares assets and other adjustments, but successful repositioning will require fresh capital, governance clarity and faster digital transformation.