The 2026 autumn Keqiao curtain and fabric fair sends a clear signal: the home textile industry is shifting from a phase of scale expansion to one of quality optimization, with market tiering, product functionality, and omnichannel operations as the three main lines that will define competition over the next three to five years.
Market Tiering: Shrinking Increment Forces Supply Chain Restructuring The contraction of new housing renovation growth is not a short-term fluctuation but a long-term result of demographic shifts and property cycles. Renovation of existing homes and partial soft furnishing upgrades are becoming the main support for domestic demand, directly changing the composition of order sources. The wholesale model that relied on concentrated new project releases is gradually failing, and the fragmented renovation demand places higher requirements on factories' flexible delivery capabilities.
Market tiering is therefore inevitable. Small and medium factories lacking original design and stable supply chains will see their living space further squeezed under dual pressure from prices and orders, while leading enterprises with R&D capabilities and brand service systems will continue to aggregate customers and profits by undertaking mid-to-high-end orders. This 'strong get stronger' differentiation means that purchasers must prioritize design capability and delivery stability over price when selecting suppliers, otherwise they risk inventory and unsold stock.
Stable export orders provide a buffer for the industry. The dual-circulation market structure, both domestic and international, prevents severe fluctuations due to single-market volatility, but it also requires enterprises to flexibly schedule production to serve both domestic renovation demand and overseas orders.
Product Upgrade: Functionality and Texture Become Hard Indicators The product trends at the fair clearly show that home textiles are no longer mere decorations. Functional attributes such as antibacterial, anti-mite, easy-to-clean, high shading, and wear-resistant breathability are transitioning from differentiating selling points to basic thresholds. If purchasers still base their decisions mainly on patterns and price, they may face high return rates and low repurchase rates.
The growing application of natural texture fabrics is another notable trend. The use of cotton, linen, Tencel, and wool continues to expand, reflecting consumers' increased willingness to pay for health and comfort. This means factories need to tilt their raw material procurement and process choices toward environmentally friendly, durable, and easy-care options, while the elimination of low-end, easily damaged fabrics will accelerate.
Aesthetic tiering is also clear. The mass market prefers low-saturation, simple, versatile basics that balance cost-effectiveness and practicality, while the mid-to-high-end market values original patterns, unique textures, and refined craftsmanship. For brands, differentiated design is the only way to avoid homogeneous price wars, but it requires sustained design investment and IP protection awareness; otherwise, they are easily dragged into low-price battles by imitators.
Operational Evolution: Whole-Home Matching and Omnichannel Operations Become Mainstream The traditional model of selling single fabrics and waiting for customers is failing. The consensus at the fair is that whole-home matching delivery capability has become a core competitiveness for terminal stores and factories. Consumers no longer accept fragmented single-item matching but prefer coordinated solutions that suit overall space, forcing the supply chain to extend from fabric sales to spatial solutions.
Changes in customer acquisition channels are equally profound. Short videos and live showrooms online have become routine traffic drivers, while offline experience, after-sales service, and repeat purchases from old customers form a closed loop. Omnichannel operation is no longer optional but a survival skill. For foreign trade enterprises, this means beyond maintaining traditional B2B channels, they need to reach overseas small and medium buyers through digital tools, entering the renovation market with lightweight, multi-functional products.