In Keqiao China Textile City, while most merchants compete on price in the conventional fabric market, one store in the Dongsheng Road outdoor fabric zone has set product prices between 100-600 RMB, using plant dyeing and digital tools to target high-end menswear clients. Behind this differentiation lies a decade-long dual-brand strategy involving Qiting and Haoli, whose transformation pace and supply chain approach offer a reference for small and medium fabric businesses seeking upgrades.
Background
Haoli Textile's origins trace back to Qiting, which started operations in 2013 and was officially registered in 2014, initially as a school uniform fabric store in the East Market, building a stable customer base through strict quality control. In 2018, as industry competition intensified and profits from conventional fabrics came under pressure, a strategic pivot occurred—Qiting expanded into functional outdoor fabrics while creating Haoli Textile to focus on high-end business menswear fabrics, establishing a dual-brand independent operation.
This layout aligned with the upgrading of the Dongsheng Road special zone. Qiting was among the first batch of tenants in Phase I of the outdoor functional fabric zone, and later Haoli's independent store opened in Phase II, with each store serving distinct customer segments. According to the brand, the Dongsheng Road area attracts numerous quality brands, e-commerce merchants, and fashion designers who demand finer fabrics, resulting in better order conversion—an ideal platform for high-end fabric business.
Industry Impact
Haoli's product strategy deserves attention: it uses pure natural fibers such as wool, silk, and Lyocell, replacing chemical dyeing with natural plant extraction. This choice responds to international demand for eco-friendly fabrics and creates a differentiation barrier—plant dyeing requires higher control over color fastness and batch consistency, which ordinary merchants cannot quickly replicate. Therefore, the 100-600 RMB pricing is not merely a premium but a reasonable reflection of material, craftsmanship, and environmental attributes.
On the supply chain side, Haoli shares Qiting's 15,000 square meters of warehousing, adopting a dual model of stock and custom orders: stock can handle small-batch urgent orders, custom cycles are controlled within 3-10 days, and with complete inventory, the fastest delivery can be achieved in one hour. This rapid response capability directly reduces trial costs for high-end brands and designers and enhances customer loyalty. More crucially, the introduction of digital tools—through the AI Fabric mini-program, core fabrics like waffle, health knit, double-face plain knit, mesh, air layer, and pique have been digitally archived, enabling one-click matching of similar fabrics, greatly improving efficiency in remote communication with overseas clients and sample comparison.
Dual-brand synergy further amplifies scale effects. The outdoor fabric production line is equipped with Italian imported napping machines, continuously expanding capacity to bring pricing power and production speed improvements; foreign trade channels target European and American markets, with exported fabrics meeting EU-standard fluorine-free environmental requirements. Domestically, the brand has cooperated with Qiaodun for 8-10 years and accumulated quality clients like Xiaobeibei, Yingqi, Macedonia, and Xiaozhubanna. This bidirectional flow helps Haoli open high-end menswear customer channels more smoothly.
For the industry, the lesson is that small and medium merchants need not compete in the low-end market; through product positioning upgrades, flexible supply chains, and digital tools, they can establish pricing power in niche segments. Especially as the AI Fabric Experience Hall on Dongsheng Road is about to start trial operations, with smart body measurement, 3D virtual fitting, fabric visualization, and garment simulation, the verification loop between fabric and garment will be shortened, providing new scenarios for high-end fabric display and customer engagement.