In Keqiao's China Textile City, the Dongsheng Road outdoor fabric district is becoming a testing ground for high-end transformation. The dual-brand strategy of Haoli Textiles and Qiting reveals a viable path to avoid price competition. By 2026, this model is attracting more attention from local merchants.
Background
The Qiting brand started in 2013, registered in 2014, initially as a school uniform fabric store in the East Market. Solid quality control built a stable customer base and supply chain. In 2018, intensifying competition squeezed profits in conventional fabrics, prompting a strategic shift: developing functional outdoor fabrics while establishing Haoli Textiles for high-end business menswear, creating a dual-brand operation.
The transformation was not just adding tracks. Qiting first entered Phase I of the Dongsheng Road outdoor fabric zone, while Haoli set up an independent outlet in Phase II, each with clear positioning. General Manager Li Xiongzhen noted that Dongsheng Road attracts quality brands, e-commerce sellers, and designers who demand finer fabrics, leading to better order conversion—an ideal platform for high-end business.
Industry Impact
From inception, Haoli targeted high-end menswear and light-luxury fashion with a natural, eco-friendly positioning. Using pure natural fibers like wool, silk, and lyocell, it replaces chemical dyeing with plant extraction. This process dictates pricing—100-600 yuan per meter—precisely targeting high-end brands and designer orders, avoiding low-end price wars.
On the supply chain, Haoli leverages its integrated factory, sharing 15,000 square meters of warehousing, with both stock and custom order models. Stock can quickly fulfill small urgent orders; custom lead times are 3-10 days, with fastest shipping in one hour. This rapid response is critical for high-end clients, meaning buyers avoid long inventory risk.
Digitalization is another key variable. Haoli participates in the AI Cloth mini-program's digital fabric database, completing digital records for core fabrics like waffle, health knit, double jersey, mesh, air layer, and pique. The one-click match feature for similar fabrics greatly improves service efficiency. Previously, manual sample matching and color card comparison were time-consuming, and remote overseas client communication was difficult; now, fast retrieval with higher accuracy benefits designers and brands with strict requirements.
The AI Cloth experience hall near Dongsheng Road is about to trial, equipped with smart body measurement, 3D virtual fitting, fabric visualization, and garment simulation, integrating online-offline displays of physical fabrics and virtual samples. This means fabric display is no longer limited to physical space; designers and brand buyers can conduct intelligent fabric sourcing in the experience hall, further expanding channels.
Dual-brand synergy is evident. The outdoor fabric line uses Italian imported napping machines, boosting capacity and bargaining power; overseas channels target Europe and America, with exports meeting EU fluorine-free environmental standards. Domestic long-term partner Qiaodun has cooperated for 8-10 years, along with clients like Xiaobeibei, Yingqi, Macedonia, and Xiaozhubanna, cross-promoting Haoli's high-end menswear channels. After two years, overall performance has improved significantly, and this year's order growth maintains momentum.