In the outdoor fabric specialty zone along Dongsheng Road in Keqiao's China Textile City, a dual-brand model is taking shape: Qiting and Haoli Textile share a supply chain but target distinct markets—outdoor functional fabrics and high-end menswear respectively. The former started with school uniform fabrics, while the latter enters the premium segment priced at 100-600 RMB per meter, creating a clear competitive divergence. This case reflects the migration of Keqiao fabric merchants from scale-based competition to value-based competition.
The Logic of Differential Positioning
Qiting began operations in 2013 and was officially registered in 2014, initially establishing a storefront in the East Market focused on school uniform fabrics. Through rigorous quality control, it built a stable customer base and mature supply chain. In 2018, as industry competition intensified and profit margins on conventional fabrics shrank, the brand initiated a strategic transformation: on one hand, it developed functional outdoor fabrics; on the other, it founded Haoli Textile to specialize in high-end business menswear fabrics, forming a dual-brand independent operation pattern.
The key to this layout lies in market segmentation. The Dongsheng Road area attracts quality brand owners, e-commerce merchants, and fashion designers who demand finer fabric specifications and show better order conversion. Qiting, as one of the first tenants in Phase I of the Dongsheng Road outdoor functional fabric zone, secured an early advantage; Haoli Textile later established an independent stall in Phase II, precisely targeting high-end clients. The two brands share warehousing and supply chains but operate independently, avoiding internal competition while expanding market coverage.
High-End and Digital Dual Drive
Haoli's product strategy is highly targeted: it uses pure natural fibers such as wool, silk, and Lyocell, and colors fabrics through natural plant extraction, abandoning traditional chemical dyeing for strong environmental attributes. The premium materials and special processes dictate a price range of 100-600 RMB, directly avoiding low-end price wars and precisely serving high-end menswear brands and designer fashion orders.
On the supply chain front, Haoli leverages its own integrated factory and shares a 15,000-square-meter warehouse, adopting a dual model of spot goods and custom orders. Spot inventory can quickly handle small-batch urgent orders, while custom order cycles are controlled within 3-10 days, and with complete inventory, the fastest delivery can be achieved within one hour. This rapid response capability is a core demand of high-end fabric clients.
The introduction of digital tools further strengthens service capabilities. Haoli participates in the digital fabric construction of the AI Fabric mini-program, digitizing core fabrics such as waffle, health knit, double-sided plain knit, mesh, air layer, and pique. The system's one-click matching of identical or similar fabrics significantly improves matching accuracy for clients with strict requirements on pattern and texture, while saving manual sample comparison time and making remote communication with overseas clients efficient.
Synergy and Industrial Impact
The synergy between the two brands is significant. 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 exported fabrics meeting EU-standard fluorine-free environmental requirements. Domestic long-term clients include Qiaodun (8-10 years), Xiaobeibei, Yingqi, Macedonia, and Xiaozhubanna, and the two-way referral helps Haoli open high-end menswear customer channels.
In terms of performance, after two years of strategic transformation, overall brand performance has improved significantly, and order growth momentum persists. The implications for Keqiao's local fabric merchants are clear: high-end transformation is not simply about raising prices; it requires deep supply chains, product differentiation, and digital tools.