In Keqiao's China Textile City, the Dongsheng Road outdoor fabric zone is becoming a window into industry transformation. Merchants here are no longer satisfied with bulk volume; they are trying to carve out a high-end niche through differentiation. The dual-brand layout of Haoli Textile and Qiting exemplifies this trend—the former focuses on premium menswear and light luxury, while the latter is rooted in outdoor functional fabrics. Sharing a supply chain yet operating independently, their transformation path reflects a deeper shift from scale competition to value competition in Keqiao's fabric industry.
Data Behind the Transformation Logic
Public information shows that the Qiting brand started operations in 2013 and was officially registered in 2014, initially with a storefront in the East Market, specializing in school uniform base fabrics and building a stable customer base through quality control. In 2018, as profits in conventional fabrics came under pressure, the company initiated a strategic transformation, entering functional outdoor fabrics while establishing Haoli Textile to focus on premium menswear fabrics, forming a dual-brand pattern. This timing is telling—by then, the domestic fabric market was showing signs of saturation, with severe homogenization in low-end products, making price competition unsustainable.
The transformed product structure shows a clear high-end orientation: Haoli uses natural fibers such as wool, silk, and lyocell, with colors derived from plant extraction rather than chemical dyes. Fabric prices range from 100 to 600 yuan per unit, precisely targeting mid-to-high-end menswear and designer brands, avoiding the red ocean of low-end competition. For buyers, this means that with the same procurement budget, they can obtain alternatives with stronger environmental attributes and texture differences in Keqiao, rather than merely comparing weight and density.
Digital and Supply Chain Synergy
Notably, Haoli Textile has not remained in traditional fabric trading; it has actively embraced digitalization. Core fabrics such as waffle, health knit, air layer, and others have been digitally archived, enabling one-click matching of similar fabrics through the AI Fabric mini-program. This directly addresses a key pain point for high-end clients: designers and brand buyers often carry swatches seeking substitutes, and traditional manual matching is inefficient, while digital retrieval significantly shortens matching time.
Supply chain strength is equally critical. Leveraging a 15,000-square-meter shared warehouse, Haoli operates a dual model of stock and custom orders: stock can handle small urgent orders, custom cycles are controlled at 3-10 days, and with sufficient inventory, delivery can be as fast as one hour. This rapid response capability means lower inventory risk and more flexible production scheduling for high-end brands that prioritize new product launches. Additionally, the outdoor fabric production line is equipped with Italian imported raising machines, continuously expanding capacity and providing cost and speed advantages for dual-brand synergy.
Industrial Belt Response and Market Expectations
The clustering effect in the Dongsheng Road area is becoming apparent. According to merchant feedback, the area attracts many brand owners, e-commerce sellers, and fashion designers, who have more refined requirements for fabrics and show better order conversion. Li Xiongzhen, General Manager of Haoli Textile, stated that this platform is ideal for developing high-end fabric business. Furthermore, the AI Fabric Experience Hall is about to enter trial operation, featuring smart body measurement, 3D virtual fitting, fabric visual creation, and garment simulation, combining physical and virtual displays to broaden customer acquisition channels.
On the foreign trade front, the company's exported fabrics meet European standards for fluorine-free environmental protection, with years of presence in European and American markets. Domestically, they have cooperated with Qiaodun for 8-10 years and serve brands like Xiaobeibei and Little Tiger. This dual-track customer structure, balancing domestic and international markets, mitigates single-market volatility and opens broader channels for premium menswear fabrics. In terms of performance, two years after the strategic transformation, overall brand performance has improved significantly, and current order growth suggests sustained potential this year.