Keqiao Curtain Fair’s Dual-Venue Model: From Passive Waiting to Active Market Engagement

When a textile market with an annual transaction value exceeding one hundred billion yuan decides to move its trade fair directly into its own venue, it signals more than just a space utilization upgrade—it represents a fundamental restructuring of the entire curtain fabric industry's value chain.

From August 12 to 14, 2026, the Keqiao China Textile City Beilian Market Curtain Fabric (Autumn) Exhibition will debut a 'dual-venue' model: Hall A at the fourth floor of the Beilian Market, and Hall B at the Shaoxing International Convention Center. This means buyers who previously had to travel to a separate convention center can now browse physical products in the market while simultaneously connecting with brand resources at the exhibition.

From Passive Waiting to Integrated Trade

Beilian Market is currently the largest and most influential professional curtain fabric trading market in China, consistently ranking in the industry's top tier. The venue choice is no coincidence—the fourth floor is being fully renovated into a branded curtain exhibition and trade zone, with upgraded display, storage, and livestreaming facilities. The market is adopting a 'year-round exhibition plus periodic trade fair' dual-track model. Wang Baitong, General Manager of Zhejiang China Textile City Group, stated that Beilian Market will upgrade from a 'regional market' to a national sourcing center, channel center, trend center, and brand center.

For tenant merchants, this means a fundamental change in business operations. Previously accustomed to waiting for customers in their storefronts, they must now actively present their products at the fair, directly facing professional buyers from across the country. Mao Fangli, head of Bujiangnan Workshop, revealed that her store has expanded from one to two units, adding a reception area and bar counter to create a more brand-appropriate negotiation environment for the August fair. This shift from 'store' to 'booth' is forcing merchants to enhance brand awareness and product display capabilities.

Data-Driven Resource Integration

The exhibition's confidence stems from precise resource reserves. According to publicly available industry data, this autumn curtain fair will occupy approximately 7,000 square meters of exhibition space, leveraging over 200,000 vertical invitation resources and 1.3 million precise touchpoints to build an efficient bridge between supply and demand. These figures reflect the database and industry network accumulated by China Textile City Group over years.

Brand clustering effects are accelerating. On the eve of the fair, six brand enterprises—Huaxin Home Textiles, Mailand Decorative Materials, Orange Impression, Royal Landscape, Bujiangnan Workshop, ETUB, and Suofangshi—signed agreements to officially settle in the fourth-floor brand exhibition and trade zone. These include both long-established local Keqiao enterprises and leading companies from other provinces. Zhao Junhui, President of the China Textile City Curtain Fabric Association, noted that the Beilian Market Curtain Fabric (Autumn) Exhibition and the Keqiao Curtain Fair will run concurrently, creating a 'market plus exhibition' dual-drive development model that marks a milestone for industry standardization, branding, and clustering.

From Wholesale to Brand: An Industrial Leap

Pan Jianhua, Chairman of Zhejiang China Textile City Group, stated in an interview that the core purpose of holding the curtain fair at Beilian Market is to drive the entire industry's transformation from 'fabric wholesale' to 'finished product branding.' With consumption upgrading, the market increasingly demands integrated design and branded services. The fourth floor of Beilian Market will be built into a 'never-ending brand exhibition space,' allowing high-quality brands to settle permanently, enhancing brand image while continuously releasing exhibition value.

This judgment is not unfounded. China Textile City Group organizes over 170 events annually, facilitating high-frequency interactions between buyers and brand merchants while increasing market traffic and brand awareness for merchants. Multi-dimensional support in finance, digitalization, creative design, and logistics is advancing simultaneously. For buyers, this means they can find not just fabric sold by the meter in Keqiao, but complete curtain finished product solutions.

Practical Recommendations

For Buyers - Book visits in advance: During the August fair, the fourth-floor brand zone will showcase new products. Pre-register through the association or market management to avoid on-site queues. - Focus on original design: Brands like Suofangshi will launch new Chinese-style embroidery products. If your client base targets mid-to-high-end segments, these original designs are key for differentiation. - Leverage the dual-venue model: Visit Hall B first on day one to understand trends, then go to Hall A on day two for negotiations and orders—this maximizes efficiency.

For Curtain Fabric Enterprises - Seize the brand window: The fourth-floor exhibition zone is positioned as a 'never-ending brand space.' Settling in gives you year-round exposure, not just during the August fair. - Upgrade display methods: Move from simple sample hanging to scene-based displays. Add reception and livestreaming areas so buyers can complete selection, negotiation, and ordering in one place. - Protect original designs: Cao Tianlong, President of the China Textile City Lin'an Chamber of Commerce, emphasized 'upholding the bottom line and protecting originality.' Register copyrights in advance and coordinate with the association for enforcement actions during the fair.