A county-level market curtain fair is set to expand its footprint from a specialized market directly into an international convention center this August. The 2026 Keqiao China Textile City Beilian Market Curtain & Upholstery (Autumn) Exhibition will run from August 12 to 14, debuting a dual-venue model with Hall A (4th floor of Beilian Market) and Hall B (Shaoxing International Convention Center). This is not a simple expansion of space; it represents a structural shift in Keqiao's curtain industry from passive storefront waiting to integrated exhibition-trade operations.
From Wholesale Hub to Brand Center
Beilian Market has long been recognized as a national wholesale hub for curtains and upholstery. However, the inherent weakness of wholesale markets is low brand premium and short transaction chains. Industry data shows that while Keqiao's curtain and upholstery annual transaction volume is high, most merchants still operate on fabric wholesale, with finished-brand penetration below 30%.
The solution proposed by this year's fair is a dual-track system of market plus exhibition. The 4th floor of Beilian Market is being renovated into a permanent brand exhibition-trade zone, superimposed with periodic fairs to create a never-ending premium curtain exhibition. This design means merchants no longer rely on temporary setups during fair periods but have permanent brand display space. For buyers, this translates to anytime sampling and ordering, free from fair schedules.
Official sources confirm that six brand enterprises, including Huaxin Home Textiles, Orange Impression, Royal Landscape, Bujiangnan Workshop, ETUB, and Suofangshi, have signed contracts to settle in the 4th-floor zone. These brands generally focus on original design and Neo-Chinese style, aligning with Beilian's differentiated layout strategy.
The Essence of Dual-Venue Model: Traffic Reconstruction
The pain point of traditional curtain fairs is the three-day event, after which business evaporates. The dual-venue model attempts to solve this: Hall A (Beilian Market) serves as a permanent exhibition-trade space for daily sampling and brand display, while Hall B (Shaoxing International Convention Center) handles large traffic concentration and trend releases during the fair.
Wang Baitong, General Manager of Zhejiang China Textile City Group, stated at the press conference that the fair boasts approximately 7,000 square meters of exhibition space, leveraging over 200,000 vertical invitation resources and 1.3 million precise touchpoints to build efficient bridges between supply and demand. This means the fair is no longer an isolated 3-day event but embedded in Beilian Market's year-round operation system.
For foreign trade companies and buyers, this model reduces time cost for selection: view permanent displays at Beilian's 4th floor regularly, then visit the convention center during the fair for new product launches and concentrated trading. Zhao Junhui, President of the China Textile City Curtain and Upholstery Association, believes this market-plus-exhibition dual-drive model is a milestone for industry standardization, branding, and clustering.
The Logic Behind Brand Transformation: From Fabric Wholesale to Finished Solutions
Pan Jianhua, Chairman of Zhejiang China Textile City Group, explicitly stated in an interview that the core of landing the curtain fair at Beilian is to push the industry from fabric wholesale toward finished-brand transformation. As consumption upgrades, the market demands integrated design and branded services, not just fabric transactions.
This is evident in the selection of settling brands. Mao Fangli, head of Bujiangnan Workshop, said the 4th-floor brand upgrade highly aligns with its small-but-beautiful Neo-Chinese style. The store has expanded from one to two rooms, adding a reception area and bar to create a more comfortable negotiation environment. Hong Jingjing, head of first-time exhibitor Suofangshi, revealed plans to launch a series of Neo-Chinese embroidery new products to leverage the fair for brand recognition.
These actions send a clear signal: Keqiao's curtain industry is shifting from selling fabric by the meter to selling solutions by the set. For buyers, this means supplier selection criteria must shift from lowest price to design capability plus brand service. For foreign trade companies, it means the bargaining space from OEM to ODM orders is opening up.