A signal is rapidly transmitting through Keqiao's textile circle: the underlying logic of curtain fabric exhibition and trade is being rewritten.
From August 12 to 14, the 2026 Keqiao North Market Curtain Fabric (Autumn) Exhibition will break the physical boundaries of a single venue for the first time, debuting with a dual-venue model: Hall A (4th Floor of North Market) and Hall B (Shaoxing International Convention Center). This is not just an expansion of exhibition space but a systematic deconstruction of the traditional 'sit-and-wait' store operation model.
Restructuring the Logic of Exhibition and Trade
In traditional exhibition models, the market and the exhibition hall often operate separately—the former handles daily transactions, while the latter focuses on concentrated displays. This autumn exhibition aims to blur that line. According to public information, the total exhibition area is approximately 7,000 square meters, backed by over 200,000 vertical invitation resources and a 1.3 million precise reach matrix. This means the exhibition is no longer an isolated time point but embedded into the daily operations of North Market.
Wang Baitong, General Manager of Zhejiang China Textile City Group Co., Ltd., explicitly stated that North Market will implement a 'year-round exhibition + periodic fair' dual-track model. This essentially operationalizes the concept of a 'never-ending curtain boutique exhibition': the fourth-floor space is being transformed into a brand exhibition and trade zone, integrating display, warehousing, and livestreaming functions, allowing brands to continue receiving traffic and orders even after the fair ends.
For buyers, the direct benefit is increased predictability. Previously, after the exhibition, buyers had to re-contact merchants and arrange sample viewings. Under the dual-venue model, the year-round exhibition zone in Hall A serves as a permanent sample room, reducing time costs and information asymmetry.
Brand Aggregation: From Wholesale Logic to Brand Logic
At the event, representatives from four settled brand enterprises—Huaxin Home Textiles, Milan Decorative Materials, Orange Impression, and Royal Landscape—shared their experiences. Six brand companies, including Huaxin Home Textiles, Orange Impression, Royal Landscape, Bujiangnan Workshop, ETUB, and Suofangshi, signed on-site settlement agreements. These include both local Keqiao companies with deep roots and industry leaders from other provinces.
Mao Fangli, head of Bujiangnan Workshop, mentioned that its store has expanded from one to two rooms, adding a reception area and bar counter to match the branded negotiation environment of the August exhibition. First-time exhibitor Suofangshi's brand head Hong Jingjing stated that the company will focus on launching a series of new Chinese-style embroidery products, leveraging the North Market upgrade and exhibition to enhance brand recognition.
These details reflect a deeper trend: Keqiao's curtain fabric industry is transitioning from 'fabric wholesale' to 'finished brand.' Pan Jianhua, Chairman of Zhejiang China Textile City Group Co., Ltd., stated in an interview that consumption upgrades require the market to provide integrated design and branded services. The core mission of the exhibition is to cultivate curtain brands, integrating design R&D with overall solutions.
For factories, this means increased product value. Original design and brand premium are no longer exclusive to a few top players. The exhibition's brand trade zone offers a low-cost brand experimentation field for SMEs.
Dual-Drive Model: Long-Term Synergy Between Market and Associations
The strategic cooperation agreement signed between North Market and the Keqiao Curtain Fabric Association was a key outcome of the press conference. The agreement upgrades the 'market + exhibition' integration from a one-time activity to a long-term collaboration, covering resource sharing, joint recruitment, and full-coverage promotion. Zhao Junhui, President of the Keqiao Curtain Fabric Association, pointed out that this 'market + exhibition' dual-drive model has milestone significance for the industry's standardization, branding, and clustering.
Cao Tianlong, President of the Keqiao Lin'an Chamber of Commerce, proposed three focus areas from the chamber's perspective: launching hardcore new products, safeguarding originality, and uniting to aggregate full-domain traffic. This reflects a repositioning of roles within the industry ecosystem—the market provides physical space and traffic, the association integrates industry resources and rules, and the exhibition acts as a catalyst for supply-demand matching.
From an industry impact perspective, this collaborative mechanism could address long-standing pain points in the curtain fabric sector: easy plagiarism of original designs, high customer acquisition costs for SMEs, and unsustainable exhibition effects. The year-round exhibition zone allows brands to showcase original products at ease, while the association's commitment to protection offers a soft safeguard for originality.