While the mass fabric market is mired in price wars, a group of merchants in Keqiao's Dongsheng Road are attempting to break through toward high-end segments by leveraging supply chain depth and digital tools. The layout of Haoli Textile and its sister brand Qiting offers a case worth dissecting: a stable base built on school uniform fabrics, and a premium menswear line using natural fibers, sharing warehousing and channels while operating independently.
Background
Haoli Textile's growth trajectory mirrors the typical upgrade path for Keqiao fabric merchants. Its predecessor, Qiting, started operations in 2013 and was officially registered in 2014, initially setting up a showroom at the East Market and focusing on school uniform base fabrics, accumulating customers through quality control. In 2018, as profits from conventional fabrics came under pressure, the brand initiated a strategic transformation, shifting toward functional outdoor fabrics and establishing Haoli Textile to focus on high-end business menswear, forming a dual-brand structure.
This transformation was not merely a category expansion but a re-pricing of supply chain capabilities. Haoli Textile uses pure natural fibers such as wool, silk, and lyocell, and abandons chemical dyeing in favor of plant-extracted coloring, with fabric prices locked in the 100-600 RMB per meter range, precisely avoiding low-end price competition. The high price point reflects the craftsmanship barrier and also raises the bar for customer service.
Industry Impact
The value of the dual-brand synergy lies in supply chain sharing. Haoli Textile leverages its integrated factory, sharing a 15,000 square meter warehouse, and operates dual modes of stock and custom orders: stock can quickly handle small-batch urgent orders, while custom order cycles are controlled within 3-10 days, and with complete inventory, the fastest delivery can be achieved in 1 hour. This response speed is a crucial competitive advantage for high-end menswear brands and designer orders.
More noteworthy is the adoption of digital tools. Haoli Textile participated in the digital fabric database construction of the AI Cloth mini-program, digitizing core fabrics such as waffle, health knit, double-sided plain knit, mesh, air layer, and pique. Previously, designers bringing sample swatches for comparison was inefficient, and remote communication with overseas clients was time-consuming; now the system can match identical or similar fabrics with one click, improving accuracy and saving significant labor. For high-end clients with strict requirements on pattern and texture, digital matching is becoming an essential service.
Additionally, the AI Cloth experience hall in the Dongsheng Road outdoor fabric zone is about to begin trial operations, equipped with intelligent body measurement, 3D virtual fitting, fabric visualization, and garment simulation. This means fabric display is no longer limited to physical samples; designers and brand buyers can conduct immersive material selection at the offline experience hall, further shortening the decision-making chain.
From a channel perspective, Haoli Textile's foreign trade layout covers European and American markets, with exported fabrics meeting EU standards for fluorine-free environmental protection. Domestically, it has cooperated with Qiaodun for 8-10 years and serves brands such as Xiaobeibei, Yingqi, Macedonia, and Little Banna. The dual-brand customer resources feed each other, opening channels for the high-end menswear business. Two years into the strategic transformation, overall performance has improved significantly, and order growth indicates that this year may continue to see growth.