Keqiao Curtain Fair's Dual-Venue Model: Reshaping the Industry from Static Shops to Dynamic Exhibitions

Keqiao's curtain and upholstery fabric industry is undergoing a transformation from a wholesale distribution hub to a brand origin, with this August's autumn curtain fair serving as a key milestone.

Dual-Venue Model: Breaking the Physical Boundaries of Static Shops

The 2026 Keqiao Autumn Curtain Fair, scheduled for August 12-14, will debut a dual-venue model connecting Hall A (4th floor of Beilian Market) and Hall B (Shaoxing International Convention Center). This design integrates the exhibition directly into the market trading environment, allowing buyers to connect with merchants immediately while touring the fair. Beilian Market, as China's largest professional curtain fabric market, has long held a top-tier position. Its fourth floor is being renovated into a branded exhibition-trade zone, integrating display, warehousing, and live-streaming functions. The approximately 7,000 square meters of exhibition space will support over 200,000 vertical invitation resources and 1.3 million precise touchpoints, indicating that the fair is no longer an isolated event but an amplifier of daily market traffic.

Brand Signings Reflect Industry Confidence

At the fair's press conference, representatives from Huaxin Home Textiles, Milan Decorative Materials, Orange Impression, and Royal Vista spoke, followed by on-site signing of six brands including Huaxin Home Textiles, Orange Impression, Royal Vista, Bujiangnan Workshop, ETUB, and Suofangshi. Notably, the signatories include both long-established local Keqiao enterprises and outstanding players from other provinces. For example, Bujiangnan Workshop focuses on the New Chinese style, while Suofangshi plans to launch a series of new Chinese-style embroidered products during the fair. This cross-regional brand clustering is not accidental—Beilian Market has adopted a 'misaligned and tiered' business layout, forming a differentiated positioning and tiered brand cultivation pattern that attracts original design-oriented merchants. For buyers, this means richer category choices and more concentrated brand displays at the August fair.

The Logic of Transitioning from Fabric Wholesale to Finished Product Brands

Pan Jianhua, Chairman of Zhejiang China Light Textile City Group Co., Ltd., stated clearly in an interview that the core goal of holding the curtain fair at Beilian Market is to push the industry's transformation from 'fabric wholesale' to 'finished product brands.' This judgment responds to the market's demand for integrated design and branded services amid consumption upgrades. The fourth floor of Beilian Market will be built into a 'never-ending brand display space,' combining year-round exhibition-trade with periodic fairs to give brand merchants continuous exposure rather than relying solely on temporary traffic during fairs. The group organizes over 170 events annually, facilitating frequent interactions between buyers and brand merchants, while also providing multi-dimensional support in finance, digitalization, creative design, and logistics. These figures illustrate that brand cultivation is not a one-time effort but requires systematic infrastructure support.

Strategic Collaboration Between Market and Associations

Beilian Market has signed a strategic cooperation agreement with the China Light Textile City Curtain and Upholstery Association, upgrading the 'market + exhibition' integration from a single event to a long-term partnership. The agreement covers resource sharing, joint investment attraction, and comprehensive promotion, combining the association's industry resources with the market's offline channels and the fair's traffic advantages. Cao Tianlong, President of the China Light Textile City Lin'an Chamber of Commerce, pledged full support at the press conference, including launching hardcore new products, protecting original designs, and pooling all-channel traffic. This multi-organization coordination mechanism is pushing Keqiao from a regional market toward becoming a national supply center, channel center, trend center, and brand center.

Practical Recommendations

For Buyers - Check the list of brands settling into Beilian Market's fourth-floor brand exhibition-trade zone in advance, and shortlist original design suppliers that match your needs. Visit Hall A during the fair for on-site sampling and comparison. - Utilize the fair's 200,000 vertical invitation resources by pre-registering your purchasing requirements to get targeted recommendations and precise matchmaking opportunities, avoiding aimless browsing across 7,000 square meters. - Focus on exhibitors in niche categories like New Chinese style and embroidery, such as Bujiangnan Workshop and Suofangshi, as they typically launch seasonal new products at the fair, offering a window into emerging trends.

For Foreign Trade Enterprises - The dual-venue model means Hall B at Shaoxing International Convention Center will likely host dedicated international zones or matchmaking events. Contact the organizer early to obtain the overseas buyer list and prepare differentiated pricing strategies. - Beilian Market's 'year-round exhibition-trade' model provides foreign trade enterprises with long-term sample display space. Consider setting up a permanent sample room in the fourth-floor brand zone to reduce communication costs from repeated overseas client visits. - Leverage the group's 170+ annual events for high-frequency touchpoints, embedding new product launches for overseas markets into regular activities beyond the biannual fair cycle, rather than relying solely on the twice-yearly fair period.