While the industry debates the pain points of separating exhibitions from trade, Keqiao's curtain and fabric sector has already offered a solution. The 2026 Autumn Curtain Exhibition, scheduled for August 12-14, debuts a dual-venue model: Hall A on the 4th floor of Beilian Market and Hall B at Shaoxing International Convention Center. This marks a shift from isolated temporary events to deep integration with physical market spaces, creating a sustained trade-exhibition synergy lasting months.
Logic Behind the Dual-Venue Model
From a spatial perspective, Hall A represents the newly renovated brand exhibition-trade zone on Beilian Market's 4th floor, adopting a 'permanent exhibition + periodic fair' dual-track model aimed at creating a 'never-ending curtain boutique exhibition.' Hall B handles the large-scale footfall and transaction functions of a major fair, with shuttle buses and joint traffic diversion linking the two venues. This design addresses a chronic issue in specialized markets: bustling during fairs, quiet afterward. Embedding a permanent exhibition zone in the market's core floor transforms fair traffic into daily footfall, extending the return on investment for participating merchants.
According to industry public data, this year's fair spans approximately 7,000 square meters, with over 200,000 targeted invitations and 1.3 million precise exposures. For buyers, this means they can not only view samples during the fair but also visit brands' permanent showrooms in the market, seeing real product displays and inventory, significantly improving decision-making efficiency.
Branding Is No Longer a Slogan but a Hard Metric
As a leading specialized curtain fabric market nationwide, Beilian Market has explicitly stated its goal to upgrade from a 'regional wholesale' to a national sourcing center, channel center, trend center, and brand center. The core driver comes from the consumer end—end users no longer settle for fabric parameters but demand integrated soft furnishing solutions and brand endorsement.
The signing ceremony sent a direct signal: six brand enterprises, including Huaxin Home Textiles, Milan Decorative Materials, Orange Impression, Royal Landscape, Bujiangnan Workshop, ETUB, and Suofangshi, completed on-site signing to officially settle in the 4th-floor brand exhibition-trade zone. These include both local Keqiao firms and industry leaders from other provinces. Mao Fangli, head of Bujiangnan Workshop, noted that their showroom has expanded from one to two units, adding a reception area and bar to create a more brand-aligned negotiation environment for the August fair. This spatial upgrade from 'stall' to 'showroom' is a tangible reflection of branding investment.
Long-Term Mechanism Formed Through Association-Market Agreement
Another key development is the strategic cooperation agreement signed between Beilian Market and the China Textile City Curtain Fabric Association. This is not a one-time event collaboration but an upgrade of the 'market + exhibition' integration into a long-term mechanism. Under the agreement, both parties will deeply bind in three areas: resource sharing, joint investment attraction, and comprehensive promotion. For the industry, this mechanism means the fair is no longer a one-way output from organizers but a platform co-built by the market, association, and merchants, leading to higher resource integration efficiency.
Cao Tianlong, President of the Lin'an Chamber of Commerce in China Textile City, stated at the press conference that the chamber will support the fair by launching hardcore new products, safeguarding original designs, and pooling traffic through collective efforts. This reflects the growing collective awareness of original design protection in Keqiao's curtain industry, which is fundamental to branding.
From Fabric Wholesale to Finished-Brand Industry Leap
Pan Jianhua, Chairman of Zhejiang China Textile City Group Co., Ltd., clearly stated that the core goal of holding the curtain fair at Beilian Market is to drive the industry's transformation from 'fabric wholesale' to 'finished-brand.' This judgment aligns with current consumption trends: as the proportion of fully-furnished homes rises and young consumers increasingly favor integrated soft furnishing, demand for finished curtains and branded services is rapidly growing.
The 4th floor of Beilian Market is positioned as a 'never-ending brand display space.' The group hosts over 170 events annually to facilitate high-frequency interactions between buyers and brand merchants, complemented by multi-dimensional support in finance, digitalization, design, and logistics. The ultimate goal is to elevate the voice of Keqiao curtain brands in the national industry.