In Keqiao's China Textile City, a quiet industrial upgrade is unfolding in the Dongsheng Road outdoor fabric zone. While the mass market still haggles over pennies per meter, a group of merchants has anchored prices in the 100-600 RMB range, redefining fabric value through natural materials and craftsmanship. The dual-brand strategy of Haoli Textiles and Qiting exemplifies this transformation—not abandoning existing assets, but growing new revenue streams atop a mature supply chain.
Background
Qiting's origins were humble: launched in 2013, registered in 2014, initially selling basic school uniform fabrics at the East Market. This category offered thin margins and fierce competition, yet it forged rigorous quality control and a stable customer base. By 2018, as industry consolidation intensified and conventional fabric profits compressed, the brand made a pivotal split—entering functional outdoor fabrics while establishing Haoli Textiles to target premium business menswear, creating two independently operated brands.
This decision reflects a broader industrial context: Keqiao's fabric market has long been dominated by high-volume, low-differentiation products, where price transparency erodes margins. Premium menswear fabrics, with their demands for quality, sustainability, and design, create natural barriers that reward supply-chain experience.
Industry Impact
Haoli's product strategy is telling: it uses only natural fibers like wool, silk, and lyocell, with colors derived from plant extracts rather than chemical dyes, aligning with European environmental standards. The 100-600 RMB price band deliberately avoids low-end price wars, targeting designers and brands that prioritize hand-feel and construction. This signals a shift in Keqiao's supply from substitutable to indispensable, with eco-friendly processes becoming a core premium driver.
Supply chain flexibility is equally crucial. Haoli shares a 15,000-square-meter warehouse and runs a dual model of stock and custom orders: stock items handle small urgent batches, while custom orders are delivered in 3-10 days, with fastest shipping in one hour. For high-end clients, this reduces trial costs—designers can quickly validate concepts, and brands can adjust procurement plans flexibly. The integrated factory ensures quality stability and cost control, both non-negotiable in premium fabrics.
Digital tools amplify this edge. Haoli has digitized core fabrics like waffle knit, air layer, and pique into the AI Fabric mini-program, enabling one-click matching of similar materials. Manual sample browsing and color matching that once took hours now resolve in seconds, particularly valuable for overseas clients. The upcoming AI Fabric experience center at Dongsheng Road, featuring smart body scanning, 3D virtual try-on, and garment simulation, will extend fabric display from physical swatches to virtual interaction, further accelerating buying decisions.
Dual-brand synergy is becoming evident. Qiting's outdoor line, equipped with Italian napping machines, boosts capacity and bargaining power; export channels target Europe and America, meeting fluorine-free eco standards. Long-term domestic clients include Qiaodun (8-10 years), Xiaobeibei, and Xiaozhubanna, providing cross-referral channels for Haoli's premium menswear push. Within two years of transformation, overall performance has improved markedly, and order growth suggests sustained momentum this year.