While the mass fabric market is trapped in price wars, merchants in Keqiao's Dongsheng Road are trying to carve new space through 'positioning differentiation'. The dual-brand operation of Haoli Textile and Qiting grafts a school-uniform supply chain foundation onto premium menswear and outdoor fabric tracks, a transformation path worth close reading by the entire industry chain.
From Mass to Niche: A Positioning Leap Based on Supply Chain
Qiting was officially registered in 2014, starting with a school-uniform fabric storefront in the East Market, accumulating stable customers through solid quality control. In 2018, as profits in conventional fabrics came under pressure, the brand initiated a strategic transformation: on one hand, it pushed into functional outdoor fabrics; on the other, it founded Haoli Textile to focus on premium business menswear, forming a dual-brand independent operation. This leap is not a leap into the unknown but an extension of existing supply chain capabilities into higher value-added categories – essentially repricing the same production system across different price bands.
Natural Materials and Plant Dyeing: The Value Anchor for Premiumization
Haoli Textile uses all-natural fibers such as wool, silk, and lyocell, abandoning chemical dyeing in favor of plant-extracted coloring, making environmental attributes a core selling point. Fabric prices range from 100 to 600 RMB per meter, precisely avoiding low-end price wars. For buyers, this means a fundamental shift in cost structure – raw material and process costs account for a much larger share, while marketing and inventory risks are correspondingly reduced. For designer brands, such fabrics directly support their 'sustainable fashion' narrative, offering greater premium potential.
Digital Tools: Efficiency Lever for Premium Custom Services
Premium fabric orders often feature small batches, multiple variations, and quick reorders. Haoli Textile leverages a 15,000-square-meter warehouse with a dual 'stock + custom' model, custom lead times of 3-10 days, and fastest dispatch within 1 hour. More crucially, it has digitized core fabrics like waffle knit and air layer into the AI Cloth mini-program, enabling one-click matching of identical or similar fabrics. For designers and brand buyers, this drastically shortens sample-seeking time; for factories, it reduces the cost of manual color-card comparison. Digitalization here is not a slogan but directly translates into order efficiency and customer stickiness.
Dual-Brand Synergy: Shared Supply Chain, Two-Way Customer Flow
Qiting and Haoli are not operating in silos. The outdoor fabric line has introduced Italian napping machines to boost capacity and bargaining power; export channels target Europe and America, meeting EU standards for fluorine-free environmental protection. Domestically, long-term partnerships with brands like Qiaodun (8-10 years), Xiaobeibei, and Xiaozhubanna provide trust endorsement for Haoli's premium menswear channel. This 'outdoor + menswear' combination may seem cross-category, but in reality, it shares the same procurement, quality control, and logistics system, significantly diluting marginal costs.
Industry Insight: The Core of Fabric Upgrade is 'Scenario', Not 'Category'
The Keqiao case reveals a rule often overlooked by many factories: the key to fabric upgrade is not making yarn finer or density higher, but clarifying 'for whom we produce and what scenario's problem we solve'. Haoli targets the composite demand of premium menswear designers for 'natural + eco-friendly + rapid response', while Qiting meets outdoor brands' requirements for functionality and stable supply. Two scenarios correspond to two product logics, yet share one supply chain base.