While the curtain fabric industry remains torn between 'waiting for customers in-store' and 'online traffic acquisition', Keqiao's Beilian Market offers a third path: bringing the exhibition directly into the market. From August 12 to 14, 2026, the Keqiao China Textile City Beilian Market Curtain & Fabric (Autumn) Exhibition will break traditional boundaries by adopting a dual-venue model for the first time—Hall A on the fourth floor of Beilian Market and Hall B at Shaoxing International Convention Center. The exhibition will cover approximately 7,000 square meters, leveraging over 200,000 vertical invitation resources and 1.3 million targeted impressions to connect supply and demand. This move is not just a physical expansion of the exhibition; it is a systematic experiment in upgrading Keqiao's curtain industry from 'fabric wholesale' to 'finished product branding'.
From 'Regional Market' to 'National Brand Center'
Beilian Market has long been the largest professional curtain fabric trading market in China, but its business model has been predominantly wholesale. The renovation of the fourth floor into a specialized brand exhibition and trade zone, complete with upgraded display, warehousing, and livestreaming facilities, marks a strategic shift. The market is implementing a dual-track model of 'year-round exhibition plus periodic trade fairs'. Wang Baitong, General Manager of Zhejiang China Textile City Group Co., Ltd., stated at a press conference on June 25 that Beilian Market aims to evolve from a 'regional market' into a national supply center, channel center, trend center, and brand center. This means Beilian Market is no longer content with being a high-volume wholesale market; it aims to become a hub for brand incubation and display. For buyers, this translates to seeing more original design brands in a single space, eliminating the need to travel between multiple markets.
Brand Clustering: Six Companies Sign On, Original Design as Core Asset
The response from brand enterprises is the most direct indicator of the exhibition's potential. Representatives from four existing brand tenants—Huaxin Home Textiles, Milan Decorative Materials, Orange Impression, and Royal Landscape—shared their experiences and plans. Subsequently, six companies—Huaxin Home Textiles, Orange Impression, Royal Landscape, Bujiangnan Workshop, ETUB, and Suofangshi—signed on-site to join the fourth-floor brand exhibition zone. Notably, these include both local Keqiao stalwarts and provincial industry leaders. Mao Fangli, head of Bujiangnan Workshop, noted that their store has expanded from one to two rooms, adding a reception area and bar to create a more brand-appropriate negotiation environment for the August exhibition. First-time exhibitor Suofangshi plans to launch a series of new Chinese-style embroidered products. This 'small but beautiful' brand strategy aligns with the fourth-floor zone's positioning of differentiated development, avoiding direct competition with the conventional wholesale operations on the third floor.
'Market + Exhibition + Association' Tripartite Alliance Builds Long-Term Upgrade Mechanism
A single exhibition risks becoming a one-off event, but Beilian Market's approach is more systematic. During the exhibition, Beilian Market signed a strategic cooperation agreement with the China Textile City Curtain Fabric Association, elevating the 'market + exhibition' integration from a single event to a long-term mechanism. Under the agreement, both parties will integrate the association's industry resources, the market's offline channels, and the exhibition's traffic advantages to achieve resource sharing, joint recruitment, and full-region promotion. Cao Tianlong, President of the Lin'an Chamber of Commerce at China Textile City, also pledged full support from product R&D, original design protection, and aggregated traffic flow. Pan Jianhua, Chairman of Zhejiang China Textile City Group, further noted that the group hosts over 170 events annually, fostering high-frequency interactions between buyers and brands, while advancing multi-dimensional support in finance, digitalization, design, and logistics. This 'year-round exhibition + periodic trade fair' model essentially provides brand enterprises with a sustained platform for customer acquisition and exposure, rather than just three days of business.
Ripple Effects Across the Industry Chain
This upgrade in Keqiao's curtain industry has layered impacts. For upstream fabric suppliers, the formation of the fourth-floor brand zone will drive demand for higher-quality, differentiated fabrics—brand enterprises need stronger original design support, which will in turn push suppliers to enhance their product development capabilities. For midstream finished product processors, the exhibition's brand display opportunities and traffic support lower the barrier to transitioning from 'OEM' to 'brand'. For downstream buyers and distributors, the dual-venue model reduces sourcing costs—they can visit brand enterprises' year-round displays at Beilian Market's fourth floor and see concentrated new product launches at Shaoxing International Convention Center, with the two venues complementing rather than duplicating each other.