The expansion of a curtain fabric fair reflects Keqiao's ambition to transform from a wholesale distribution hub into a brand originator. From August 12 to 14, 2026, the 2026 Keqiao Beilian Market Curtain & Fabric Autumn Fair will debut a dual-venue model, with Hall A on the fourth floor of Beilian Market and Hall B at Shaoxing International Convention Center. This is not merely spatial expansion but a re-codification of the logic that 'market is exhibition, exhibition is market.'
The Industrial Logic Behind Venue Splitting
Traditional textile fairs are often held in dedicated venues, creating both physical and psychological distance from the market. Beilian Market, as the largest professional curtain fabric trading market in China, has long dominated the industry's first tier. However, the traditional 'sit-and-wait' model is facing demand for immersive experiences and branded services. By placing Hall A directly on the market's fourth floor, the fair embeds its traffic into daily trading scenes. Spanning 7,000 square meters, the fair leverages over 200,000 vertical invitation resources and 1.3 million targeted touches, aiming to channel fragmented procurement demand into a tangible 'field.'
The dual-venue model also allows functional differentiation. The fourth floor of Beilian Market is planned as a permanent exhibition and trade zone with a dual-track system of 'year-round exhibition + periodic fairs,' while Hall B at the convention center handles larger brand launches and business matchmaking. This overlay of 'permanent + short-term' exhibitions transforms the fair from a three-day event into a 365-day presence, reducing marginal costs for suppliers seeking long-term brand exposure.
Brand Signings Signal Supply Chain Restructuring
At the June 25 press conference, six brand companies—Huaxin Home Textiles, Miland Decorative Materials, Orange Impression, Royal Landscape, Bujiangnan Workshop, ETUB, and Suofangshi—signed onsite to establish a presence in the fourth-floor brand exhibition zone. Notably, the signatories included both long-standing local Keqiao firms and provincial industry leaders. Mao Fangli, head of Bujiangnan Workshop, noted that its showroom has expanded from one to two rooms, adding a reception area and bar—a capital investment reflecting expected returns from branded display space.
From a supply chain perspective, Keqiao's curtain fabric industry has long relied on wholesale fabric as its core profit source, with low levels of finished-brand penetration. Suofangshi plans to launch new Chinese-style embroidery products, while Bujiangnan focuses on 'small and beautiful' neo-Chinese styles—these niche positions indicate that branding is no longer simple relabeling but differentiated competition based on design and scenario-based services. Pan Jianhua, chairman of Zhejiang China Light Textile City Group, explicitly stated that the curtain fair's goal is to drive the industry's transition from 'fabric wholesale' to 'finished-brand' operations. This means Keqiao's supply chain is shifting from selling fabric to selling solutions, offering buyers integrated soft furnishing packages including design, coordination, and installation guidance.
Long-Term Alliance Between Association and Market
Another noteworthy signal is the strategic cooperation agreement signed between Beilian Market and the Keqiao Curtain & Fabric Association, upgrading the 'market + exhibition' integration from a single event to a long-term partnership. Zhao Junhui, president of the association, stated that this dual-drive model represents a milestone for industry standardization, branding, and clustering. The association's involvement means resource integration moves beyond the market's internal scope to the industry level: the association's industry resources, the market's offline channels, and the fair's traffic advantages can theoretically create more efficient supply-demand matching.
Cao Tianlong, president of the Keqiao Lin'an Chamber of Commerce, expressed support in three dimensions: launching hardcore new products, safeguarding original designs, and pooling traffic through collective action. Originality protection has long been a pain point in the curtain fabric industry, with imitation eroding R&D investments. If the fair and association can establish effective originality certification and rights protection mechanisms, it could fundamentally change the market ecology where 'bad money drives out good.'