While Keqiao's fabric market still fights over pennies per meter, a premium fabric supplier in the Dongsheng Road zone has set prices between 100 and 600 yuan per meter, with stable order flow. Behind this contrast lies the dual-brand strategy of Qiting and Haoli Textiles, each targeting a distinct segment while sharing supply chain resources—a microcosm of how local merchants are moving from volume to value.
Background
Haoli Textiles traces its roots to 2013, when the Qiting brand was formally registered in 2014, starting with a storefront in the East Market focused on school uniform base fabrics. Through rigorous quality control, Qiting built a stable customer base and mature supply chain. By 2018, shrinking margins on conventional fabrics prompted a strategic shift: one arm moved into functional outdoor fabrics, while a new brand, Haoli Textiles, was created to target high-end business menswear, establishing a dual-brand independent operation.
This pivot was not impulsive. The Dongsheng Road area attracts numerous branded buyers, e-commerce sellers, and fashion designers who demand finer fabric quality and show higher order conversion rates. Li Xiongzhen, general manager of Haoli Textiles, noted that this district is an ideal platform for premium fabric business. Qiting became one of the first tenants in Phase I of the Dongsheng Road Outdoor Functional Fabric Zone, while Haoli opened its own stall in Phase II, each with a clear focus.
Industry Impact
Haoli's product strategy is explicit: all fabrics use natural fibers such as wool, silk, and lyocell, with colors derived from plant extraction instead of conventional chemical dyeing. This eco-friendly positioning directly sets the price anchor—100 to 600 yuan per meter—targeting high-end menswear brands and designer orders, avoiding low-end price wars.
More notable is supply chain efficiency. Leveraging an integrated factory, Haoli shares 15,000 square meters of warehousing and operates both stock and custom order models. Stock items handle small urgent orders quickly, custom orders take 3 to 10 days, and with ample inventory, orders can ship within one hour. Such responsiveness is rare in the premium fabric segment.
Digitalization is another advantage. Haoli participated in the AI Fabric mini-program's digital fabric database, cataloging core fabrics like waffle, health knit, double-faced plain, mesh, air layer, and pique. Designers and buyers often bring fabric swatches to find similar materials; previously manual matching was time-consuming, especially for overseas clients. Now the system quickly retrieves matches with higher accuracy. Li believes digital fabric tools are essential for serving high-end clients.
The AI Fabric experience center near Dongsheng Road is about to trial operations, featuring smart body measurement, 3D virtual try-on, fabric visualization, and garment simulation. This integration of physical and virtual display shortens the sourcing decision chain for designers and brand buyers.
Dual-brand synergy is yielding results. The outdoor fabric line uses Italian imported napping machines, boosting production capacity and negotiation power; export channels target Europe and America, meeting EU-standard fluorine-free environmental requirements; domestic long-term clients include Qiaodun (8-10 years), Xiaobeibei, Yingqi, Macedonia, and Xiaozhubanna. These resources cross-feed, helping Haoli open high-end menswear accounts.
Financially, two years after the transformation, overall brand performance has improved markedly, and this year's order growth remains strong. This proves that premiumization in Keqiao is not just rhetoric—it can be realized through product positioning, supply chain efficiency, and digital tools.