While most fabric merchants in Keqiao are still mired in price wars over commodity products, one shop in the Dongsheng Road specialty zone has carved out two distinct growth curves with a dual-brand strategy. One brand, Qiting, serves the school uniform market; the other, Haoli Textile, targets premium menswear. They share a supply chain but anchor different customer groups and price points. This is not merely a brand split, but a precise response to the layered demands of the market.
Background
The origin of Haoli Textile dates back to Qiting, which started operations in 2013 and was officially registered in 2014, initially selling basic school uniform fabrics at the East Market. Through solid quality control, Qiting built a stable customer base and a mature supply chain network. In 2018, profit margins for conventional fabrics were squeezed, and competition intensified. The company decided to launch a strategic transformation: on one hand, entering the functional outdoor fabric segment; on the other, establishing Haoli Textile to focus on premium business menswear fabrics, forming a dual-brand independent operation pattern.
The transformation chose Dongsheng Road as its base. Qiting was among the first batch of merchants to enter Phase I of the Dongsheng Road outdoor functional fabric zone. As the high-end fabric business matured, Haoli set up an independent storefront in Phase II. The two storefronts have clear tracks, each serving its target customers. According to the brand, the Dongsheng Road area attracts many quality brands, e-commerce sellers, and fashion designers, who have more refined requirements for fabrics and better order conversion rates, making it an ideal platform for developing high-end fabric business.
Industry Impact
Haoli's product strategy is clear: all fabrics use pure natural fibers such as wool, silk, and Lyocell, with colors derived from natural plant extracts instead of traditional chemical dyes. This eco-friendly positioning directly determines its price range of 100-600 RMB per meter, precisely targeting premium menswear brands and designer fashion orders, avoiding the price wars of low-end fabrics. For buyers, this means a new supply option that combines environmental attributes with quality premium.
On the supply chain side, Haoli leverages its integrated factory, sharing a 15,000-square-meter warehouse, and operates both stock and custom order models. Stock items can quickly handle small-batch urgent orders, while custom orders are delivered in 3-10 days depending on the category, with the fastest shipping possible within one hour thanks to complete inventory. Such responsiveness is uncommon in the high-end fabric segment, meaning shorter development cycles and lower inventory risk for designer brands that rely on rapid sampling and replenishment.
Digitalization is another key variable. Haoli participated in the AI Cloth mini-program's digital fabric construction, digitizing core fabrics such as waffle, health knit, double jersey, mesh, air layer, and pique. The system's one-click matching and similar fabric search functions have greatly improved sample-seeking efficiency. Previously, manual fabric flipping and color card comparison were inefficient, and remote communication with overseas clients was time-consuming. Now the system can quickly search and match, saving labor and improving accuracy. For high-end clients demanding strict standards on pattern and texture, fabric digitalization is becoming an indispensable service tool.
Notably, the AI Cloth Experience Hall supporting the Dongsheng Road outdoor fabric zone is about to start trial operations. It features immersive digital functions such as smart body measurement, 3D virtual try-on, fabric visualization, and garment simulation, combining physical fabric displays with AI virtual samples. This means fabric display is no longer limited to physical storefronts but extends into virtual space, offering designers and brand customers a more intuitive material selection experience.
The synergy of the dual-brand model is becoming evident. The outdoor fabric production line is equipped with Italian imported napping machines, continuously expanding capacity and improving supply chain bargaining power and production speed. The foreign trade channel targets European and American markets, with export fabrics meeting EU standards for fluorine-free environmental protection. Domestic long-term cooperation includes Qiaodun for 8-10 years, as well as brand customers like Xiaobeibei, Yingqi, Macedonia, and Xiaozhubanna, with bidirectional traffic helping Haoli open high-end menswear customer channels. Two years into the strategic transformation, overall brand performance has improved significantly, and based on current order growth, the business is expected to maintain a good growth momentum this year.