The 2026 Autumn Keqiao Curtain and Fabric Fair sent a clear signal: the home textile industry is shifting from scale expansion to quality optimization. Data and product trends at the fair indicate that the contraction in incremental demand is not a short-term fluctuation but a hallmark of the stock competition era. For companies relying on low-price volume, this may be the last window for transformation; for those with original design and supply chain advantages, a new round of concentration is underway.
Market Segmentation: Headwinners Consolidate, Tail-End Exits
Public industry data and fair feedback converge on one fact: incremental demand from new home decoration continues to narrow, while stock renovation—old home renewal and partial soft furnishing replacement—has become the main order driver. This means the growth logic has shifted from 'making a bigger cake' to 'dividing the cake,' changing the competitive landscape.
The polarization at the fair was particularly evident. Small and medium factories and terminal stores offering homogeneous products, no original design, and no supporting services saw significant shrinkage in foot traffic and orders. In contrast, companies with stable supply chains, original development capabilities, and complete brand systems steadily secured mid-to-high-end orders, with profits and market share concentrating toward the top. This stratification is not a short-term fluctuation but a normal feature of a mature industry.
Procurement decision criteria are also shifting. Price weight is declining, while fabric safety, texture, craftsmanship, and spatial compatibility have become core considerations. For buyers, this means the simple price-comparison model is unsustainable, requiring a supplier evaluation system based on quality and delivery capability.
Product Evolution: Functionality and Texture Parallel, Clear Aesthetic Segmentation
The fair revealed two clear product lines. First, multifunctional practical fabrics have become mainstream, with antibacterial, anti-mite, easy-clean, high-blackout, abrasion-resistant, and breathable properties becoming standard for curtains and bedding. Consumers are no longer satisfied with basic decorative effects but demand products that fit real life scenarios, directly driving the elimination of low-end, fragile fabrics.
Second, the application of natural texture fabrics is expanding, with cotton, linen, Tencel, and wool significantly increasing their share in mid-to-high-end products. Eco-friendly, durable, and easy-care processes are preferred, reflecting dual consumer demands for sustainability and practicality.
Aesthetic segmentation is equally clear. The mass market favors low-saturation colors and simple, versatile basic styles, balancing cost-effectiveness and practicality; the mid-to-high-end market focuses on original patterns, unique textures, and fine craftsmanship, relying on differentiated design to avoid homogeneous competition. For factories, this means product development must shift from 'copying trends' to 'defining needs,' or they will fall into the price war trap.
Operational Upgrade: Whole-Home Matching and Omnichannel Operations Become Standard
The third trend revealed by the fair is the overall iteration of business models. The traditional single-product wholesale and passive customer-waiting model is fading, replaced by whole-home matching delivery, online-offline integrated customer acquisition, and deep cultivation of existing customers.
Consumers no longer accept scattered single-item matching but prefer unified styles that fit the overall space. Both source factories and terminal stores are improving their full-category matching systems, shifting from selling fabric or single items to providing complete spatial solutions. This means supply chain integration capability becomes a new competitive barrier.
In terms of customer acquisition, online short videos and real-scene displays have become normal traffic drivers, while offline experience, after-sales maintenance, and repeat purchases from old customers form a complete closed loop. Omnichannel operation is no longer optional but an essential capability for stores and factories. Notably, current increments mainly come from domestic old-home renovation and soft furnishing upgrades, while lightweight, multifunctional fabric products continue to be exported, providing stable support from the foreign trade market.