Unit prices ranging from 100 to 600 RMB, delivery times as fast as one hour, and order cycles of three to ten days—while the mass fabric market still haggles over pennies, a distinctly different high-end path has emerged in Keqiao's Dongsheng Road specialized district. The dual-brand strategy of Haoli Textile and Qiting has validated a key insight through actual orders: the competitive dimension in fabric business is shifting from scale to precision.
Background
The transformation began in 2013 when Qiting started in the East Market, focusing on school uniform base fabrics and building stable customers and supply chains through quality control. By 2018, intensifying competition squeezed margins on conventional fabrics, forcing a strategic rethink. The response was a dual-track approach: one brand continued in functional outdoor textiles, while a new brand, Haoli, was created to target premium menswear.
From the East Market to Phase I of Dongsheng Road and then a standalone outlet in Phase II, the two brands each carved out a distinct lane. The Dongsheng Road area attracts brand owners, e-commerce merchants, and independent designers who demand finer fabrics and yield better order conversion rates. For high-end fabric business, this clientele offers more value than traditional wholesale markets—they pay for quality and differentiation rather than simply comparing weight and price.
Industry Impact
Haoli's product strategy deserves attention. Using natural fibers such as wool, silk, and Lyocell, and coloring through plant extraction rather than chemical dyes, the brand converts environmental attributes directly into product premium. The 100-600 RMB price range precisely avoids the price war in low-end fabrics, targeting premium menswear brands and designer orders. This demonstrates that when fabrics become homogeneous, craftsmanship and materials can themselves build barriers.
Supply chain responsiveness is another competitive edge. Leveraging 15,000 square meters of warehousing and an integrated factory, Haoli runs a dual model of stock and custom orders: stock items handle small urgent orders, custom cycles range from 3-10 days, and fastest delivery is one hour. For high-end clients accustomed to swatches and frequent revisions, this agility is as valuable as fabric quality itself.
Digital tools amplify this advantage. After digitizing core fabrics like waffle knit, air layer, and pique through the AI Fabric mini-program, designers can bring sample swatches and instantly match similar fabrics, while remote overseas communication no longer requires repeated sample shipments. Previously, manual swatch matching and color card comparison might take half a day; now precise results come in minutes. For demanding high-end clients, this efficiency directly translates into stronger collaboration stickiness.
The dual-brand synergy also extends to channel sharing. The outdoor fabric line features Italian imported napping equipment, continuously expanding capacity. Export channels target Europe and America, with products meeting EU standard fluorine-free environmental requirements. Domestically, long-term cooperation with Qiaodun has lasted 8-10 years, alongside brands like Xiaobeibei, Yingqi, Macedonia, and Xiaozhubanna. The two brands cross-nurture customer resources, rapidly opening premium menswear channels. After two years of transformation, overall performance has improved markedly, with order growth remaining robust.