While most merchants in Keqiao's China Textile City compete on price in conventional fabrics, one shop on Dongsheng Road sells its products at 100-600 RMB per meter with orders booked months ahead. Haoli Textile, through a dual-brand strategy and digital tools, has carved a niche in high-end menswear fabrics, offering a replicable upgrade path for regional fabric merchants.
Background
Haoli's origin was modest. Its predecessor Qiting started operations in 2013 and registered in 2014, initially selling school uniform base fabrics at the East Market, building stable customers and supply chain through strict quality control. In 2018, as profits in conventional fabrics shrank, the brand pivoted: it focused on functional outdoor fabrics and founded Haoli Textile to target high-end business menswear, creating a dual-brand structure.
This aligned with Dongsheng Road's repositioning. Qiting was among the first tenants in the outdoor functional fabric zone (Phase I), and as premium business matured, Haoli opened an independent shop in Phase II. 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
The core of Haoli's differentiation lies in product positioning. All fabrics use natural fibers like wool, silk, and lyocell, dyed with plant extracts instead of chemical dyes, emphasizing green properties. This choice sets the price band at 100-600 RMB/m, avoiding low-end price wars and targeting high-end menswear brands and designer orders. For buyers, fabric becomes a design language and brand value carrier, not just material.
Supply chain flexibility supports the high price. Leveraging an integrated factory, Haoli shares 15,000 square meters of warehousing and operates a stock-plus-custom model. Stock items handle small urgent orders; custom orders take 3-10 days, with fastest shipping in 1 hour. Such responsiveness is rare in high-end fabrics, crucial for brands needing quick sampling and reorders to minimize inventory risk.
Digital tools expand service scope. Haoli participates in the AI Cloth mini-program digital fabric database, digitizing core fabrics like waffle, health knit, double-face jersey, mesh, air layer, and pique. Designers often bring sample swatches to find similar fabrics; manual matching was inefficient, especially for overseas clients. Now the system matches similar fabrics instantly, saving time and improving accuracy. The upcoming AI Cloth experience center on Dongsheng Road will offer smart body measurement, 3D virtual fitting, fabric visualization, and garment simulation, enabling integrated online-offline display for designers and brand buyers.
Dual-brand synergy is evident. The outdoor line uses Italian imported napping machines to boost capacity and bargaining power; exports target Europe and America, meeting EU fluorine-free environmental standards; domestic partnerships include Qiaodun (8-10 years), Xiaobeibei, Yingqi, Macedonia, and Xiaozhubanna. This bidirectional flow helps Haoli access high-end menswear clients. Within two years of transformation, overall performance improved significantly, and order growth remains strong this year.