When the traditional curtain wholesale model of 'waiting for customers in the shop' is broken by 'exhibition entering the market,' Keqiao's curtain fabric industry is undergoing a fundamental logic reconstruction.
From August 12 to 14, the 2026 Keqiao Beilian Market Curtain Fabric Autumn Fair will debut in a dual-venue format: Hall A on the fourth floor of Beilian Market and Hall B at Shaoxing International Convention Center. This is not a simple expansion of space, but a deep experiment in integrating 'market + exhibition'—where the fair is no longer a temporary event detached from the market, but a normalized engine embedded in daily operations.
The Industrial Logic Behind Dual Venues
Beilian Market, as the largest professional market for curtain fabric by transaction volume in China, has long functioned as a 'wholesale distribution hub.' However, the pain points of thin wholesale margins and low brand premiums are equally evident. This fair utilizes approximately 7,000 square meters of exhibition space, leveraging over 200,000 vertical invitation resources and 1.3 million precise touchpoints, essentially using exhibition traffic to feed back into market inventory.
For buyers, dual venues mean a qualitative leap in procurement efficiency—Hall A for brand exhibitions, Hall B for trend releases, eliminating the need to travel between different sites. For merchants, the fourth floor will be transformed into a dual-track space of 'year-round exhibition + periodic fairs,' shifting from a 'passive sitting merchant' to an 'active exhibitor.' Wang Baitong, General Manager of Zhejiang China Textile City Group, explicitly stated during the fair promotion that Beilian Market is upgrading from a regional market to a national sourcing hub, channel center, trend center, and brand center.
Brand Clustering and Industry Confidence
At the fair launch, representatives from four brand enterprises—Huaxin Home Textiles, Mailand Decorative Materials, Orange Impression, and Royal View—spoke, while six companies including Huaxin Home Textiles, Orange Impression, Royal View, Bujiangnan Workshop, ETUB, and Suofangshi completed signing agreements. Notably, the signed brands include both local enterprises deeply rooted in Keqiao for years and outstanding players from other provinces, indicating that Beilian's brand upgrade is already attracting high-quality external resources.
Mao Fangli, head of Bujiangnan Workshop, stated that the positioning of the fourth-floor brand exhibition area highly aligns with her company's 'small yet beautiful' neo-Chinese style, with the storefront expanded from one to two units, adding a reception area and bar counter. Hong Jingjing, brand manager of Suofangshi, revealed that for the August fair, they will focus on launching a series of new neo-Chinese embroidery products. This 'promoting reform through exhibition' investment reflects merchants' practical confidence in the dual-venue model.
The Path from Wholesale to Brand
Pan Jianhua, Chairman of Zhejiang China Textile City Group, proposed in an interview that the core goal of holding the curtain fair at Beilian is to drive the entire industry's transformation from 'fabric wholesale' to 'finished brand.' As consumer demand for integrated design and branded services increases, pure fabric transactions alone can no longer sustain value chain growth. The fourth floor of Beilian will be developed into a 'never-ending brand display space,' allowing quality brands to settle long-term and continuously release exhibition value.
This transformation is not an isolated exhibition activity. The group hosts over 170 events annually, promoting high-frequency interactions between buyers and brand suppliers, alongside multi-dimensional empowerment in finance, digitalization, creativity, and logistics. Zhao Junhui, President of the China Textile City Curtain Fabric Association, pointed out that the concurrent holding of the Beilian Autumn Fair and the Keqiao Curtain Fair, with their strong alliance, forms a 'market + exhibition' dual-drive development model, marking a milestone for industrial standardization, branding, and clustering.