In the outdoor fabric specialty zone on Dongsheng Road, Keqiao's China Textile City, a quiet industrial upgrade is underway. The dual-brand strategy of Haoli Textile and Qiting has entered the high-end menswear and light luxury segment with a price range of 100-600 RMB, sharply contrasting with the surrounding mass fabric market. This price point is several times that of conventional fabrics, underpinned by plant-dyeing processes, natural fibers, and digital services.
Background
The Qiting brand sprouted in 2013, was officially registered in 2014, and started as a school uniform fabric shop in the East Market. At that time, school uniform fabrics built a client base through stable quality control, but by 2018 intensifying competition squeezed margins on conventional fabrics, forcing a strategic pivot. The choice was clear: on one hand, developing functional outdoor fabrics; on the other, founding Haoli Textile to focus on high-end business menswear, forming a dual-brand independent operation.
The Dongsheng Road area became the key location for this transformation. As one of the first tenants in the first phase of the outdoor functional fabric zone, Qiting secured a foothold, then opened an independent booth for Haoli in the second phase. This area attracts brand owners, e-commerce merchants, and designers with high demand for refined fabrics, leading to better order conversion and providing ideal soil for high-end business.
Industry Impact
Haoli's product strategy directly addresses pain points in high-end menswear: using all-natural fibers like wool, silk, and lyocell, abandoning chemical dyeing in favor of plant-extracted colors. This eco-friendly attribute meets green consumption trends and creates a technical barrier—plant dyeing demands high colorfastness and batch consistency, difficult for ordinary mills to replicate. The 100-600 RMB price range precisely filters out price-sensitive customers, avoiding low-end competition.
Supply chain flexibility is another pillar. Leveraging a 15,000-square-meter warehouse and integrated trade-manufacturing factory, Haoli operates dual modes: in-stock for small urgent orders and custom with 3-10 day lead times, with fastest 1-hour dispatch. This rapid response is critical for designers and brand buyers relying on sample development, while reducing inventory risk.
Digitalization further amplifies advantages. Through the AI Cloth mini-program, core fabrics like waffle, health knit, and air layer are digitally archived, with one-click matching significantly improving sample-seeking efficiency. Previously, manual flipping and color card comparison were time-consuming; now the system retrieves in seconds, especially beneficial for remote foreign trade clients. The AI Cloth experience center on Dongsheng Road is about to trial operation, featuring smart body measurement, 3D virtual fitting, and immersive digital functions, connecting online and offline for designers.
The synergy of dual brands is evident. The outdoor fabric line introduced Italian raising machines, boosting capacity and negotiation power; export channels cover Europe and America, meeting EU non-fluorine environmental standards. Domestic clients include Qiaodun (8-10 years), Xiaobeibei, Yingqi, and others, resources that open channels for Haoli's high-end menswear. In 2025, overall performance improved significantly, with order growth indicating sustained potential.