Keqiao Curtain Fair Debuts Dual-Venue Model: A Critical Leap from Wholesale Hub to Brand Origin

The curtain and fabric industry is undergoing a deep restructuring from 'fabric wholesaling' to 'finished brand building.' From August 12 to 14, 2026, the Keqiao North Union Market Curtain & Fabric (Autumn) Exhibition will debut a dual-venue model, a move that signifies more than just an expansion of space—it represents a structural reshaping of the traditional exhibition-trade ecosystem.

Dual-Venue Model: Breaking Boundaries, Reshaping Traffic Logic

Hall A of this autumn's curtain fair is located on the fourth floor of North Union Market, while Hall B is set at the Shaoxing International Convention Center. The two venues are no longer isolated exhibition spaces but are linked through a dual-track mechanism of 'year-round exhibition + periodic fairs.' As the largest specialized curtain fabric trading market in China, North Union Market has completed the renovation of its fourth floor, transforming it into a brand exhibition-trade zone integrating display, warehousing, and live streaming. This means the fair is no longer a three-day event but an extension of the market's daily operations.

From a data perspective, the fair occupies approximately 7,000 square meters of exhibition space, backed by over 200,000 targeted invitations and 1.3 million precision touchpoints. For exhibitors, this is not just a channel for orders but a long-term gateway for brand exposure. Wang Baitong, General Manager of Zhejiang China Textile City Group Co., Ltd., pointed out during the fair's promotion that North Union Market is upgrading from a 'regional market' to a national sourcing center, channel center, trend center, and brand center. The four-dimensional model of 'market + industry + exhibition + innovation' is rewriting the competitive rules of the Keqiao curtain fabric industry.

Brand Agglomeration: From Shopkeepers to Exhibitors, Original Design as Core Asset

During the fair's preparation, six brand enterprises—Huaxin Home Textiles, Milan Decorative Materials, Orange Impression, Royal Landscape, Bujiangnan Workshop, ETUB, and Suofangshi—completed on-site signing to settle into the fourth-floor brand exhibition-trade zone of North Union Market. These enterprises include both local veteran companies with deep roots in Keqiao and new players from other provinces. Mao Fangli, head of Bujiangnan Workshop, revealed that their showroom has expanded from one to two rooms, adding a reception area and a bar to create a more brand-aligned negotiation environment for the August fair. Hong Jingjing, head of Suofangshi, stated that they will focus on launching a series of new Chinese-style embroidery products to leverage the fair for brand recognition.

Behind these moves is a clear signal of the Keqiao curtain fabric industry's transformation from 'fabric wholesale' to 'finished brand.' Pan Jianhua, Chairman of Zhejiang China Textile City Group Co., Ltd., emphasized in an interview that with consumption upgrading, the market needs integrated design and branded services. The fourth floor of North Union Market will be built into a 'never-ending brand display space,' allowing quality brands to settle long-term and continuously release exhibition value.

Long-Term Mechanism: Association Signing, From One-Time Event to Industry Ecosystem

On-site, North Union Market signed a strategic cooperation agreement with the China Textile City Curtain Fabric Association. This marks the upgrade of the 'market + exhibition' integration from a one-time event to a long-term collaboration. Under the agreement, both parties will deeply integrate the association's industry resources, the market's offline physical channels, and the fair's traffic advantages to achieve resource sharing, joint recruitment, and full-scope promotion. Zhao Junhui, President of the China Textile City Curtain Fabric Association, pointed out that the North Union Market Curtain Fabric (Autumn) Exhibition, held concurrently with the Keqiao Curtain Fair, forms a unique 'market + exhibition' dual-drive development model for Keqiao, which is a milestone for the industry's standardization, branding, and clustering.

For buyers, this means the fair is no longer just a twice-a-year selection node but a year-round accessible brand matching platform. North Union Market hosts over 170 events annually, facilitating high-frequency interactions between buyers and brand suppliers, while increasing brand traffic and visibility. Multi-dimensional empowerment in finance, digitalization, creation, and logistics is advancing in parallel, forming a complete industry service loop.

Practical Recommendations

For Buyers - Lock in long-term brand partners from the fourth-floor brand exhibition-trade zone of North Union Market, leveraging the 'year-round exhibition' mechanism for continuous product comparison and reducing single-purchase decision risk. - Pay close attention to the dual-venue schedule during the August fair, plan routes between Hall A (inside the market) and Hall B (convention center), and prioritize meetings with signed original design brands. - Utilize the fair's precise invitation resources to schedule one-on-one negotiations with target brands in advance, avoiding efficiency losses due to on-site crowd congestion.

For Foreign Trade Enterprises - Use North Union Market's national sourcing center positioning to connect with original design brands from other provinces through the fair, enriching export product lines—especially differentiated categories like new Chinese-style embroidery. - Establish contact with the association and market management to gain access to over 170 annual events, converting fair traffic into long-term customer relationships. - Leverage the market's digital and logistics empowerment services to reduce cross-border sourcing communication and fulfillment costs.