A school uniform fabric, how does it crack the light luxury menswear market? In the Dongsheng Road outdoor fabric zone of Keqiao China Textile City, the dual-brand strategy of Haoli Textile and Qiting provides an answer: from a school uniform fabric store launched in 2013 to a differentiated matrix covering plant-dyed premium menswear and outdoor functional fabrics, a decade-long upward shift along the industry chain. In 2026, this model is validating its market penetration with double-digit order growth.
Event Background
The brand's origin traces back to 2013, when Qiting set up a store in the East Market, focusing on basic school uniform fabrics, building stable customers and supply chain through quality control. In 2018, as conventional fabric profits compressed, the brand pivoted: one arm developing functional outdoor fabrics, another founding Haoli Textile to target premium business menswear, forming a dual-brand independent operation. This shift was not a simple category addition but a precise response to market segmentation—the Dongsheng Road area hosts brand owners, e-commerce merchants, and designers with high demands for fabric precision, offering ideal soil for high-end business.
Haoli Textile's general manager Li Xiongzhen revealed in an interview that the brand uses all-natural fibers like wool, silk, and lyocell, abandoning chemical dyeing for plant-extracted natural colors, highlighting eco-friendliness. Fabric prices range from 100 to 600 RMB, precisely targeting high-end menswear and designer orders, avoiding low-end price wars. This price band means its competitive barrier lies not in cost but in the scarcity of materials and craftsmanship, and a forward-looking position on sustainability trends.
Industry Impact
The supply chain synergy of dual brands is a core highlight. Haoli shares Qiting's 15,000-square-meter warehouse, adopting both stock and custom modes: stock supports small urgent orders, custom cycles are 3-10 days, with fastest one-hour shipping. This rapid response capability means lower inventory risk and greater flexibility for high-end clients, pushing factories toward production flexibility. The outdoor fabric line uses Italian imported napping equipment, expanding capacity to improve bargaining power and speed; export channels to Europe and the US meet EU standard fluorine-free environmental requirements, with domestic long-term partner Qiaodun for 8-10 years, plus brands like Xiaobeibei and Yingqi, enabling two-way traffic to open high-end menswear channels.
Digital tools have become a new lever for differentiation. Haoli participates in the AI Fabric mini-program digital fabric construction, digitizing core fabrics like waffle, health, double-face plain, mesh, air layer, and pique. Designers bringing sample swatches to find similar fabrics previously required manual searching and color card comparison; now the system matches with one click, improving accuracy and remote communication efficiency. The Dongsheng Road AI Fabric Experience Hall is about to trial, featuring smart body measurement, 3D virtual fitting, fabric visual creation, and garment simulation, integrating online-offline display of physical fabrics and virtual samples. This means digitalization is no longer just a display tool but deeply embedded in the procurement decision chain, reducing communication costs for high-end customization.
From an industry perspective, the Qiting-Haoli model reveals a replicable upgrade path: leveraging traditional supply chain foundations, building differentiation through category segmentation, eco-friendly processes, and digital tools. For many small and medium fabric merchants in Keqiao, rather than competing on price in a red ocean, focusing on specific customer groups and adding value through technology and service is key. 2025 performance improved notably, and 2026 order growth indicates potential, confirming the commercial sustainability of high-end transformation.