The price you're paying is for good, optically ground glass that doesn't distort the light coming in to your camera and cause loss of sharpness, contrast, etc; which is what you get when you buy one of the big brands.
Personally, I've never heard of Haida before, and would be pretty skeptical. I'd stick with the known names, even though they're a bit pricey. Hoya and B+W for sure; Marumi may make one that isn't horribly expensive, but I'm unsure.
You could always look into the rectangular filter sets, too (Cokin, Lee, etc). They can be pricey, too, but they're a bit more flexible and can be used on multiple lens diameters with a cheap adapter ring instead of having to buy a filter for each lens size. Cokin can have a bit more of a color shift than the Lee, but it's also cheaper and easier to get [Lee filters, generally considered to be at the top of the list, are fairly difficult to get a hold of in most places].