In the Keqiao China Textile City, a quiet industrial upgrade is unfolding in the Dongsheng Road outdoor fabric district. Haoli Textile, born in 2018, leverages its parent company Qiting's decade-plus supply chain experience to position product prices at 100-600 RMB, successfully escaping the price war of the mass market. This is a typical case of Keqiao merchants shifting from volume-based to value-based pricing.
Background
Haoli's transformation was gradual. Qiting started operations in 2013, registered in 2014, initially focused on school uniform base fabrics, building stable clients through quality control. In 2018, as competition intensified and margins compressed, the brand pivoted: one track toward functional outdoor fabrics, another creating Haoli Textile for high-end menswear, operating dual brands independently.
This layout aligns with Keqiao's structural changes. The Dongsheng Road area attracts quality brands, e-commerce sellers, and designers with higher fabric requirements and better order conversion. General Manager Li Xiongzhen notes this is an ideal platform for high-end fabric business. The path from East Market to Dongsheng Phase I and then Phase II reflects a broader trend of Keqiao merchants moving up the value chain.
Industry Impact
Haoli's core competitiveness lies in its "natural + tech" positioning. Products use pure natural fibers like wool, silk, and lyocell, with plant-extracted dyes instead of chemical coloring, highlighting green attributes. This choice determines pricing—100-600 RMB—targeting high-end menswear brands and designer orders, avoiding low-end competition. For buyers, fabric is not just material but a carrier of brand value and environmental narrative.
Supply chain efficiency is another key variable. Haoli operates an integrated factory with 15,000 sqm warehousing, offering both stock and custom orders. Stock handles small urgent orders; custom cycles range 3-10 days, with fastest shipping in one hour. Such responsiveness is critical in high-end custom markets where delivery sensitivity often rivals price.
Digital transformation further boosts high-end business. Haoli participated in the AI Bu mini-program's digital fabric database, digitizing core fabrics like waffle, health knit, double-faced plain, mesh, air layer, and pique. The one-click matching function for similar fabrics greatly improves sample comparison efficiency, especially for remote overseas clients. Li emphasizes digitalization is essential for serving high-end customers. The AI Bu experience hall is about to trial-run, offering smart body measurement, 3D virtual fitting, and fabric visualization, bridging online and offline channels.
Dual-brand synergy is emerging. The outdoor line imports Italian napping machines to expand capacity; export channels target Europe and America with fluorine-free eco standards; long-term domestic clients include Qiaodun (8-10 years), Xiaobeibei, Yingqi, and others. After two years, overall performance has improved, and this year's order growth is expected to sustain momentum.