As profit margins in the mass fabric market continue to shrink, a group of merchants on Dongsheng Road in Keqiao is carving out opportunities through differentiation. Haoli Textile has entered the high-end menswear fabric segment with plant-dyeing techniques, pricing its products between 100 and 600 RMB, a stark contrast to the low-price competition common in conventional fabrics. Behind this price range lies a systematic overhaul of raw materials, processes, and services, not merely a branding exercise.
Event Background
The growth of Haoli Textile can be traced back to the Qiting brand, which began operations in 2013 and was formally registered in 2014. It initially established a storefront in the East Market, focusing on school uniform base fabrics, accumulating a stable customer base and supply chain capabilities through consistent quality control. In 2018, as margins on conventional fabrics came under pressure, the company initiated a strategic transformation: it expanded into functional outdoor fabrics while establishing Haoli Textile to target the premium business menswear segment, forming a dual-brand independent operation.
This shift is not an isolated case. The Dongsheng Road area hosts numerous brand owners, e-commerce merchants, and fashion designers who demand higher precision in fabrics, leading to better order conversion. Qiting was among the first tenants in Phase I of the Dongsheng Road outdoor functional fabric zone, and later established Haoli Textile's independent booth in Phase II. Each brand serves a distinct target clientele, avoiding internal resource dilution.
Industry Impact
Haoli Textile's product positioning emphasizes natural and eco-friendly attributes. The fabrics are made entirely from natural fibers such as wool, silk, and Lyocell, with colors derived from plant extracts rather than conventional chemical dyes. This process significantly raises production costs but also builds a competitive barrier. For buyers, it means fabrics with traceable environmental credentials, capable of meeting stringent EU requirements for fluorine-free and sustainable supply chains.
Supply chain agility is another pillar. Haoli shares a 15,000-square-meter warehouse and operates dual models of stock and custom orders. Stock items can handle small-batch urgent orders, while custom orders are delivered within 3-10 days, with the fastest shipping possible within one hour thanks to complete inventory. This speed is uncommon in the premium fabric segment, allowing brands to shorten sampling and replenishment cycles and reduce inventory risk.
Digital tools further amplify efficiency. Haoli participated in the digital fabric database of the AI Fabric mini-program, cataloging key fabrics such as waffle knit, health knit, double jersey, mesh, air layer, and pique. When designers bring swatches, the system can instantly match identical or similar fabrics, replacing manual searching and color card comparison. For overseas clients, this feature significantly reduces communication costs and time delays.
The AI Fabric Experience Center at Dongsheng Road is about to begin trial operations, featuring smart body measurement, 3D virtual fitting, fabric visual creation, and garment simulation. It integrates physical and virtual displays, signaling a shift from physical sampling to digital experiences, which is expected to boost conversion for high-end customization and small-batch orders.
The synergy of the dual brands is evident in channel development. The outdoor fabric production line is equipped with Italian imported napping machines, continuously expanding capacity and enhancing supply chain bargaining power. Export channels target European and American markets, with all fabrics meeting EU fluorine-free environmental standards. Domestic long-term partners include Qiaodun (8-10 years), Xiaobeibei, Yingqi, Macedonia, and Xiaozhubanna. These resources feed both ways, opening channels for Haoli to reach high-end menswear clients.