In Keqiao's China Textile City, a merchant named Haoli Textile is selling wool, silk, and lyocell fabrics to premium menswear brands and designers at prices ranging from 100 to 600 CNY per meter. This price band is a territory most merchants in the Dongsheng Road outdoor fabric zone dare not touch—they are accustomed to competing for orders in the low-margin conventional fabric segment. Haoli's confidence stems from the supply chain accumulated by its parent brand Qiting over more than a decade, and a strategic transformation initiated in 2018.
Background
Haoli's growth trajectory can be broken down into two key milestones. In 2013, Qiting started in Keqiao's East Market, focusing on basic school uniform fabrics, building a stable customer base through quality control. In 2018, as industry competition intensified and conventional fabric profits came under pressure, Qiting made a dual-brand decision: strengthen its functional outdoor fabric line, and create Haoli Textile to target the premium business menswear market. This move aligned perfectly with the industrial upgrade of the Dongsheng Road area from mass-market fabrics to functional and high-end products.
Today, Qiting and Haoli operate independent showrooms in Phase I and Phase II of the Dongsheng Road zone, sharing a 15,000-square-meter warehouse and an integrated factory. This dual-brand, dual-track model allows each brand to focus on its target customers while sharing backend production and sourcing resources. For buyers, it means a single supplier can handle both outdoor functional fabrics and premium natural fiber orders, reducing sourcing costs.
Industry Impact
Haoli's high-end strategy rests on two pillars: materials and craftsmanship. The entire line uses pure natural fibers, with colors derived from plant extraction rather than chemical dyeing. This positioning directly determines its price band and clientele—premium menswear brands and designer fashion orders, not mass-market garment factories. Notably, its custom order lead time is 3-10 days, and with stock inventory, it can achieve 1-hour express dispatch—a responsiveness uncommon in the high-end fabric segment, which is reshaping designers' expectations of supply chains.
Digitalization is another moat. Haoli participated in building the digital fabric library of the AI Bu mini-program, digitizing key fabrics such as waffle knit, health knit, double-face jersey, mesh, air layer, and pique. Previously, designers carrying swatches to find similar fabrics required time-consuming manual searching and color matching; now the system can match one-click, significantly improving accuracy. This tool is especially valuable for high-end clients, who are far more demanding about hand-feel and drape than mass-market buyers.
More notably, the AI Bu experience center in Dongsheng Road is about to enter trial operation, featuring smart body measurement, 3D virtual fitting, fabric visual creation, and garment simulation. This means fabric display is extending from physical swatches to virtual garments, and online-offline integration will lower decision-making barriers for remote customers. For foreign trade companies, this is a signal: fabric digitalization is no longer optional but a necessary tool for serving high-end clients.