In Keqiao's China Textile City, a quiet industrial upgrade is unfolding in the Dongsheng Road outdoor fabric zone. While most merchants struggle with shrinking margins on conventional fabrics, Haoli Textile has carved a niche in premium menswear and light luxury fabrics, with prices ranging from 100 to 600 RMB per unit—several times higher than the mass market. This premium positioning is underpinned by over a decade of supply chain expertise inherited from its parent company, Qiting.
From School Uniforms to Light Luxury: The Logic of Dual-Brand Strategy
Haoli's growth trajectory reflects a typical path for Keqiao fabric merchants navigating market divergence. Its predecessor, Qiting, started operations in 2013 and was formally registered in 2014, initially selling basic school uniform fabrics from a storefront in the East Market. Solid quality control earned a stable customer base and a mature supply chain. However, intensifying competition in 2018 squeezed profit margins on conventional fabrics, forcing a strategic pivot: while focusing on functional outdoor fabrics, the company also founded Haoli Textile to target premium menswear fabrics, creating a dual-brand independent operation.
The brilliance of this layout lies in differentiation. Qiting focuses on outdoor functional fabrics and was among the first batch of merchants to enter Phase I of the Dongsheng Road outdoor functional fabric zone; Haoli positions itself as high-end, with an independent stall in Phase II. The two brands share supply chain resources but serve distinct customer groups—Qiting for the mass outdoor market, Haoli for premium brands and designers. This 'same root, different branches' model reduces single-market risk while amplifying channel value through cross-referral of customer resources.
Premium Breakthrough: The Premium Logic of Natural Materials and Plant Dyes
Haoli's high-end positioning is not just rhetoric; it is built on concrete product strategies. The brand uses pure natural fibers such as wool, silk, and lyocell, abandoning traditional chemical dyeing in favor of natural plant extraction for coloring. This process directly raises cost thresholds but also builds an eco-friendly attribute that is difficult for competitors to replicate. As environmental regulations tighten in overseas markets, this 'green premium' is becoming a core competitive advantage for high-end fabrics.
Notably, Haoli's pricing strategy precisely avoids low-end price wars. The 100-600 RMB range corresponds to menswear designers and premium brand buyers who demand high standards in fit and texture. These clients are less price-sensitive but extremely demanding on quality and sustainability. Therefore, Haoli competes not on being 'cheaper' but on being 'more distinctive'—the natural color variations of plant dyes and the drape of natural fibers cannot be easily imitated by conventional synthetic fabrics.
Digital Tools: Efficiency Revolution in Premium Fabric Services
A key pain point in premium fabric business is sampling and matching efficiency. Designers often carry swatches and seek similar fabrics; traditional manual searching and color comparison are time-consuming, and remote communication with overseas clients is inefficient. Haoli's solution is digitalization—inputting core fabrics like waffle, health jersey, double-face plain knit, mesh, air layer, and pique into the AI Fabric mini-program to enable one-click matching of identical or similar fabrics. This tool saves labor time and improves matching accuracy, which is crucial for serving high-end clients.
The efficiency gains from digitalization directly translate into order responsiveness. Leveraging a 15,000-square-meter shared warehouse and a mature dual supply chain model (in-stock and custom order), Haoli can achieve 1-hour express dispatch after order confirmation, with custom order cycles controlled within 3-10 days. This rapid response capability is particularly valuable in the high-end fabric segment—designers and brands often face tight development timelines, and quickly obtaining fabric samples means gaining a competitive edge.
Dual-Brand Synergy and the Leverage of Export Channels
Haoli's premium push is not isolated but shares the parent company's industrial chain support. The outdoor fabric production line is equipped with Italian-imported brushing machines, continuously expanding capacity to enhance supply chain bargaining power and production speed. Export channels target European and American markets, with all exported fabrics meeting EU standards for fluorine-free environmental protection. Long-term domestic partnerships with brands like Joeone (8-10 years), Xiaobeibei, Yingqi, Macedonia, and Xiaozhubanna provide strong endorsements for Haoli to open premium menswear client channels.
This synergy is already reflected in performance. After two years of strategic transformation, overall brand performance improved significantly last year, and order growth remains strong this year. This proves that in the Keqiao fabric market, premiumization is not unattainable—the key lies in finding a differentiated positioning and amplifying competitiveness through digital tools and supply chain advantages.