While Keqiao's fabric market still wrestles with price wars on commodity goods, a dual-brand operation in the Dongsheng Road district has pushed unit prices to 600 RMB by splitting its portfolio into outdoor functional and premium menswear lines. This is not a simple category shift but a strategic reconfiguration of supply chain and digital capabilities.
Background
Qiting and Haoli Textile belong to the same manufacturing group. Qiting focuses on outdoor functional fabrics, while Haoli targets high-end men's suiting. Their origin was modest—starting in 2013 with school uniform fabrics at the East Market, they built a reputation on quality control. By 2018, shrinking margins on conventional fabrics forced a pivot: they doubled down on functional outdoor textiles and launched Haoli as a natural, premium brand. The move aligned with Keqiao's broader transition from mass-market to value-added production.
Haoli's product logic is clear: use only natural fibers like wool, silk, and lyocell; color via plant extraction rather than chemical dyes; and price between 100 and 600 RMB per meter. This deliberately skips low-end competition and targets menswear brands and designers who value sustainability and hand-feel. The price point is not cheap for Keqiao, but it signals a commitment to quality that must be backed by supply-chain efficiency.
Industry Impact
A shared supply chain underpins Haoli's ability to handle premium orders. With 15,000 square meters of warehousing and a dual model of stock and custom production, urgent orders can ship within one hour, while custom lead times range from 3 to 10 days—uncommon in the high-end segment. For buyers, this means small trial orders and emergency replenishments no longer depend on traditional production cycles, offering greater flexibility.
Digital tools are becoming a key competitive lever. Haoli has digitized core fabrics like waffle knit and air layer into an AI-powered mini-program. When designers bring swatches to find similar materials, the system matches quickly. Previously, manual searching and color card comparison took half a day; now it takes minutes. For overseas clients, this efficiency reduces communication costs and boosts conversion rates. The upcoming AI experience center in Dongsheng Road, featuring 3D virtual fitting and fabric visualization, will further integrate online search with offline touch.
Compliance also adds value. Haoli's export fabrics meet EU standards for fluorine-free environmental protection, removing technical barriers to European and American markets. Domestic partnerships with brands like Qiaodun have lasted 8-10 years, and children's wear brands such as Xiaobeibei and Little Bunnana are also in the supply chain. The cross-referral between the two brands allows the premium menswear line to leverage the outdoor line's mature channels for rapid growth.