On Dongsheng Road in Keqiao's China Textile City, an experiment in escaping price wars is unfolding. The dual-brand strategy of Haoli Textile and Qiting—one targeting functional outdoor fabrics, the other plant-dyed premium menswear—offers a reference point for the industry. By separating mass-market and high-end lines, the company captures both traffic and margins in the same marketplace.
Background
Haoli Textile's trajectory began in 2013 with the launch of Qiting, which started by selling basic fabrics for school uniforms at the East Market, building a loyal customer base through solid quality control. But by 2018, intensifying competition squeezed margins on conventional fabrics, prompting a strategic shift: Qiting pivoted toward functional outdoor fabrics, while a new brand, Haoli Textile, was created to focus on high-end business menswear. Today, Qiting operates in the first phase of the Dongsheng Road outdoor fabric zone, while Haoli has an independent stall in the second phase, each serving a distinct clientele.
This dual-brand model is more than simply opening another store—it enables deep reuse of supply chains, customer resources, and channels. General manager Li Xiongzhen notes that the Dongsheng Road area attracts quality brands, e-commerce sellers, and fashion designers who demand finer fabrics and yield better order conversions, making it an ideal platform for high-end business.
Industry Impact
Haoli's product strategy centers on naturalness and differentiation. It uses pure natural fibers like wool, silk, and Lyocell, and replaces chemical dyes with plant-based extraction, highlighting eco-friendliness. The premium materials and special processes justify pricing between 100 and 600 RMB per meter, steering clear of low-end price wars and precisely targeting high-end menswear brands and designer orders.
More notable is its supply chain efficiency. With an integrated factory and a shared 15,000-square-meter warehouse, Haoli operates both in-stock and custom-order models. In-stock items can quickly handle small urgent orders, while custom lead times range from 3 to 10 days depending on the category, with the fastest shipping possible within one hour thanks to complete inventory. This quick-response capability is rare in the high-end segment, meaning designers and brands face significantly reduced trial-and-error costs and waiting times.
Digital tools further amplify this efficiency. Haoli participated in the digitalization of its core fabrics—waffle, health knit, double-faced plain, mesh, air layer, and pique—on the AI Bu mini-program. Previously, designers brought swatches and compared them manually, a slow and inefficient process; now the system can match identical or similar fabrics with one click, easing remote communication with overseas clients. For high-end customers demanding precise construction and feel, this digital matching capability is a core value.
An AI Bu experience center is also set to open soon in the Dongsheng Road zone, featuring smart body scanning, 3D virtual try-ons, fabric visualization, and garment simulation. This will merge physical and virtual display, reshaping how fabrics are presented and sourced, and offering designers and brand buyers a more immersive selection experience.