While Keqiao's fabric market still bleeds over pennies per meter, a brand that started with school uniform fabrics has pushed its prices to 100-600 CNY per meter in the Dongsheng Road specialty zone. This gap is not a simple product upgrade but a systematic restructuring of supply chain, channels, dyeing processes, and digital services.
Background
The story began in 2013 when Qiting set up a store in the East Market, focusing on basic school uniform fabrics and building a stable customer base through solid quality control. In 2018, as competition intensified and margins on conventional fabrics shrank, the brand made two key decisions: pivot to functional outdoor fabrics and establish Haoli Textile to target premium menswear.
Today, Qiting occupies Phase I of the Dongsheng Road outdoor fabric zone, while Haoli operates independently in Phase II. General Manager Li Xiongzhen notes that the area attracts quality brands, e-commerce sellers, and designers who demand finer fabrics and yield higher order conversion rates—an ideal environment for high-end fabric business.
Industry Impact
Haoli's product logic is clear: use natural fibers like wool, silk, and lyocell, and color via plant extraction rather than chemical dyeing, aligning with European environmental standards. The 100-600 CNY price point deliberately abandons the mass market, targeting premium menswear brands and designer orders that are extremely picky about handfeel and construction.
This positioning makes responsiveness a core competency. With 15,000 square meters of warehousing and an integrated mill-trading model, Haoli can handle small urgent orders and complete custom orders in 3-10 days, with fastest shipping in one hour. For buyers, this means small-batch quick response is no longer exclusive to e-commerce—premium fabrics can do it too.
Digitalization is another variable. Haoli participated in building the AI Cloth mini-program, digitizing core fabrics like waffle, health jersey, double-face, mesh, air layer, and pique. When designers bring fabric scraps to find similar options, the system matches quickly, saving manual comparison time. Li believes such tools are almost essential for serving high-end clients.
More noteworthy is the synergy between the two brands. Qiting's outdoor fabric line uses Italian napping machines, boosting capacity and bargaining power; export channels cover Europe and the US, meeting fluorine-free environmental standards; domestic partnerships with brands like Qiaodun, Xiaobeibei, and others create bidirectional customer flow. Two years into the transformation, overall performance has improved significantly, and order growth remains strong this year.