When the China Textile City Beilian Market decided to move Hall A of its autumn curtain fair into the market's fourth floor and Hall B to the Shaoxing International Convention Center, a clear signal was sent: Keqiao's curtain fabric industry is no longer content with waiting for customers in shops. Instead, it is using a 'market + exhibition' dual-drive model to reshape the entire trade fair ecosystem. From August 12-14, this year's fair will break traditional boundaries for the first time, debuting a dual-venue model that reflects Keqiao's ambition to leap from a regional market to a national brand center.
Background
Beilian Market, as the largest professional curtain fabric trading market in China, has long held a leading position in the industry. But the traditional shop-based business model is facing bottlenecks: fragmented traffic, insufficient brand premiums, and inefficient buyer-seller matching. The fair's innovative A+B venue model—with Hall A on Beilian's fourth floor and Hall B at Shaoxing International Convention Center—means the fair is no longer an isolated event but deeply integrated with daily market operations. Wang Baitong, general manager of Zhejiang China Textile City Group, revealed at the promotion that the fair boasts about 7,000 square meters of exhibition space, leveraging over 200,000 vertical invitation resources and 1.3 million precise touches to build an efficient bridge for supply and demand.
The core of this model lies in the parallel operation of 'year-round exhibition + periodic fair.' The fourth floor of Beilian Market will be transformed into a professional brand curtain exhibition and trade zone, integrating display, warehousing, and live-streaming functions to create a 'never-ending curtain boutique exhibition.' Zhao Junhui, president of the China Textile City Curtain Fabric Association, pointed out that this 'market + exhibition' dual-drive model is a milestone for industry standardization, branding, and clustering. For China Textile City Group, this is not just an upgrade of the fair but a fundamental restructuring of market operational logic.
Industry Impact
The transition from 'fabric wholesale' to 'finished product branding' is the core challenge facing Keqiao's curtain fabric industry. Pan Jianhua, chairman of China Textile City Group, emphasized during an interview that as consumption upgrades, the market needs integrated design and branded services. The fair landing at Beilian is key to driving the entire industry's value chain upgrade. On site, representatives from four brand companies—Huaxin Home Textiles, Milan Decorative Materials, Orange Impression, and Royal View—shared operational experiences, while six companies, including Huaxin Home Textiles, Orange Impression, Royal View, Bujiangnan Workshop, ETUB, and Suofangshi, signed agreements to settle in Beilian's fourth-floor brand exhibition zone. These companies include both local powerhouses with years of presence in Keqiao and top players from other provinces, reflecting industry confidence in brand upgrading.
For buyers, this means more efficient product selection. Mao Fangli, head of Bujiangnan Workshop, said the fourth-floor brand upgrade aligns perfectly with the company's 'small but beautiful' new Chinese style, expanding its showroom from one to two rooms with a reception area and bar. Hong Jingjing, head of first-time exhibitor Suofangshi, said the brand will focus on launching new Chinese-style embroidery products to boost brand recognition. This shift from 'waiting for customers' to 'active invitation' is reshaping buyer-seller matching efficiency.