Nationwide, at least one in every three home textile fabrics comes from Haining's Xucun town. This is not an exaggeration—public industry data shows Haining's home textile products have long held the top national market share, exceeding 35%. At the 35th Haining Home Textile Expo, which opened on August 15, first-day visitor traffic surged 22.1% year-on-year, with 250,000 square meters of exhibition space packed with buyers dragging suitcases. Behind these numbers, a traditional fabric distribution hub is accelerating its transformation into a modern, compound industrial ecosystem.
Background
Haining's home textile industry started from family workshops in Xucun. Over four decades, it evolved from a single thread into a full-scale industry, building a pattern of 'north for home textiles, south for apparel, and central for digital.' This year, Haining home textiles were listed in the Ministry of Industry and Information Technology's 'China Consumer Famous Brands' roster, and the Home Textile City was included in the province's first batch of professional market transformation pilots—these designations elevate Haining's transformation to a policy level.
This expo marks the first major showcase after the pilot designation, with scale and content pointing toward 'upgrading': four exhibition halls, six special zones, and thirteen themed events, including a first-ever sofa fabric design week. More notably, the expo is no longer just a 'fabric market' but aims to be a 'trend definer'—the 2026/27 home textile color trend zone, themed 'Natural and Artistic Fabric Chromatography,' sets the tone for next season's products with four major themes.
Industrial Impact
Haining's transformation sends direct ripples through the supply chain. In the first half of this year, national home textile enterprises above designated size saw revenue grow only 0.96% year-on-year, with exports up 3.79%, while Haining's home textile industry grew 9.2%—nearly ten times the industry average. This means that amid weak demand, Haining, with digital upgrades, original design, and high-value products, has captured more orders.
For buyers, Haining's appeal is shifting from 'cheap' to 'efficient.' At the expo, electric tracks, eco-friendly shading coatings, and other smart shading products turn curtains from 'a piece of fabric' into 'a system solution.' Intangible heritage elements and jacquard techniques extend from sofas and curtains to apparel fabrics, while silk, celadon, and other oriental aesthetics enter home scenes—buyers can complete everything from fabric selection to spatial solutions in one stop, saving significant cross-regional procurement costs.
For factories, transformation pressure is equally clear. Companies like Hong Kong Natural Color choose to 'not build brands or franchises, only provide services,' aiming to become the 'Pantone of fabrics' with a complete color system. This reflects a shift from OEM thinking to service thinking. Meanwhile, Zhejiang Sci-Tech University's co-built fashion fabric innovation center and textile intangible heritage creative studio bridge the gap from 'university labs' to 'production lines,' ensuring a steady supply of original designs.