In Keqiao's China Textile City, a quiet experiment in fabric business models is unfolding on Dongsheng Road. While most merchants remain entangled in price wars over conventional fabrics, one storefront named Haoli Textile has anchored its product pricing between 100 and 600 yuan, carving a niche in business menswear and light luxury through natural plant dyeing and premium materials. The dual-brand architecture behind it—Qiting and Haoli—reveals a viable path for traditional fabric traders to upgrade toward high-end, refined operations.
Industry Context
Dongsheng Road's outdoor functional fabric zone has increasingly attracted quality brands, e-commerce sellers, and fashion designers, whose demands for fabric precision far exceed those of the mass market, resulting in higher order conversion efficiency. Haoli's entry was not coincidental; it evolved from the Qiting brand, which began operations in 2013, registered in 2014, and started with school uniform base fabrics at the East Market, accumulating stable clientele and supply chain resources through solid quality control. In 2018, as conventional fabric margins compressed, Qiting initiated a strategic transformation, pivoting to functional outdoor fabrics while founding Haoli Textile to focus on high-end business menswear fabrics, establishing a dual-brand independent operation.
Industry Impact
Haoli's differentiation strategy hinges on the scarcity of materials and craftsmanship. Using pure natural fibers such as wool, silk, and lyocell, and replacing traditional chemical dyeing with plant-extracted coloring, this positioning directly bypasses low-end price competition, precisely targeting high-end designers and brand buyers who demand rigorous fit and texture. Notably, its supply chain support—15,000 square meters of warehousing, dual models of stock and custom orders, custom lead times of 3-10 days, and fastest dispatch within one hour—enables rapid response to small-batch urgent orders, a rarity in the high-end fabric sector, meaning brands can reduce inventory pressure while gaining faster market reaction speeds.
The introduction of digital tools further amplifies this efficiency. Haoli participated in the digital fabric construction of the AI Bu mini-program, completing digital archiving for core fabrics such as waffle, health knit, double-sided plain knit, mesh, air layer, and pique. For menswear designers and high-end brand buyers who often bring fragmented swatches to find similar fabrics, the system's one-click matching function significantly shortens manual swatch comparison time and enhances remote communication with overseas clients. This digital capability is becoming a standard requirement for high-end fabric services, not an option.
Dual-brand synergy also extends to supply chain and channel sharing. Qiting's outdoor fabric production line is equipped with Italian imported brushing machines for fleece fabrics, with capacity expansion improving bargaining power and production speed; foreign trade channels target European and American markets, with exported fabrics meeting EU standards for fluorine-free environmental protection, and long-term domestic clients include Qiaodun (8-10 years), Xiaobeibei, Yingqi, Macedonia, and Xiaozhubanna. These resources provide two-way traffic for Haoli to open high-end menswear client channels, reducing the cold-start cost of an independent brand. After two years of strategic transformation, overall brand performance has improved notably, and current order growth suggests sustained business growth this year.