As incremental demand fades, the home textile industry is dividing faster than expected. The 2026 Autumn Keqiao Curtain and Fabric Fair signals a clear shift: the sector has moved from scale competition to stock battles, where low-price volume is no longer a pass, and original design, supply chain responsiveness, and supporting services become the new dividing lines.
Shrinking Increment Forces Stratification, Headwinds for Small Players
New home renovation demand continues to narrow, pushing the market toward stock renewal. The direct consequence: small factories and stores relying on extensive capacity expansion and low-price competition face accelerating squeeze, while enterprises with stable supply chains, original development capabilities, and brand service systems steadily capture mid-to-high-end orders, with traffic and profits concentrating among them. Stratification is no longer a short-term fluctuation but a normalized market structure.
For buyers, this means price-only comparison is losing its edge. End customers increasingly focus on safety, fabric texture, craftsmanship, and spatial compatibility, rather than low prices. Domestic old-home renovation and partial replacement demand is rising, coupled with stable foreign trade orders, providing a cushion through a dual-circulation structure—but requiring stronger comprehensive capabilities from suppliers.
Function and Texture Take Center Stage, R&D Shift
Product R&D has pivoted from 'looks good' to 'works well.' Antibacterial, anti-mite, easy-care, high-blackout, wear-resistant, and breathable features are now core selling points for curtains and bedding fabrics. Natural fibers like cotton, linen, Tencel, and wool are gaining traction, and eco-friendly, durable, easy-maintenance processes are preferred, while low-grade, fragile, single-function fabrics are being phased out.
Aesthetic preferences are also stratified: the mass market favors low-saturation, minimalist, versatile basics balancing cost and utility; the mid-to-high-end segment values original patterns, unique textures, and refined craftsmanship, using differentiation to avoid homogenized competition. This means factories and brands must clearly define their target customer rather than trying to serve all channels with one product.
Integrated Delivery and Omni-Channel Operations Become Mainstream
The traditional model of single-product wholesale and passively waiting for customers is obsolete. Demand for complete home textile sets is rising, as consumers prefer coordinated solutions over scattered items. Both upstream factories and retail stores are shifting from selling fabric or single items to providing full space solutions, requiring stronger design integration and supply chain coordination.
Customer acquisition is also evolving: short videos and real-scene displays are becoming standard online traffic tools, while offline experience, after-sales service, and repeat purchases form a closed loop. Omni-channel operations are now a must-have. Current industry growth mainly comes from domestic old-home renovation and soft furnishing upgrades, while lightweight, multifunctional textile products continue to export, providing stable support.