VietNamNet
Bridge – While the number of trade fairs is increasing, the interest of
businesses in trade fairs is decreasing. Businesses now refuse to attend many
trade fairs, simply because the trade fairs do not bring the desired effects.

Trade
fairs not attractive any more

“There
are too many trade fairs,” the director of a company trading consumer goods
told Thoi Bao Kinh Te Saigon when asked why he
does not try to boost sales by attending trade fairs.

The
businessman said that every year, his company receives invitations to attend at
least 5-10 trade fairs in Vietnam
and some others in foreign countries. However, he has reduced the presence of
the company at trade fairs in recent years. The problem is that attending trade
fairs  brings only modest business
efficiency.

He
said that many trade fairs were not organized in a professional way, and
organizers did not make appropriate investments in the trade fairs and did not
support enterprises in marketing activities. Many trade fairs were just
organized to provide the places where enterprises could bring goods to sell.
Meanwhile, the main purpose of enterprises when attending trade fairs is to
introduce their products to customers and popularize their image.

“It
takes us at least 30-40 million dong to attend a trade fair. Meanwhile, the
efficiency is not as high as expected,” he said.

The
director related that at many trade fairs, all kinds of enterprises could
participate and all kinds of goods could be sold, including low quality Chinese
goods. “For some sensitive reasons, I could not refuse to attend the trade
fairs. But I am afraid that we will lose our prestige when selling our products
at such trade fairs,” he said.

Cao
Tien Vi, General Director of the Saigon Paper Company, who also participated in
many trade fairs, said that the way of selling goods and approaching customers,
especially urban customers, at trade fairs is no longer suitable or attractive .

Vi
said that urban customers can make purchases through many channels. Besides
traditional markets, they can go to supermarkets, manufacturers’ sales agents
or convenience stores. “Nowadays, goods are not as scarce as they were in the
past. Therefore, urban consumers have changed their tastes and habits of
purchasing goods. Now very few consumers go to trade fairs to buy goods,” he
said.

Nguyen
Thanh Tung, Marketing Director of Vinacafe Bien Hoa, said that on one hand it
is a good idea to advertise at trade fairs, but on the other hand,trade fair
organizers need to reconsider the activities at the trade fairs. “The way of
approaching and persuading consumers at trade fairs is outdated and will not attract
consumers anymore,” he said.

“The
activities of trade fairs have not changed in the last many years: enterprises
launch promotion programs, invite people to try free trial products, organize games
or music programs to attract attention from customers.

“These
activities can be organized only in remote areas or rural markets, because they
have become too familiar to urban consumers,” he noted.

Changes
needed

Enterprises
all have agreed that it is necessary to change the way trade fairs are
organized. However, how to change remains an unanswered question.

In
mid February 2011, the Business Association of Vietnamese High Quality Products
decided to delay the organization of the 2011 Trade Fair of Vietnamese High
Quality Products, because of the low number of enterprises which registered to
attend the trade fair. Enterprises reasoned the financial difficulties to
explain their decision not to attend the trade fair.

However,
Vu Kim Hanh, the director of the Business Studies and Assistance Center (BSA),
admitted that trade fairs have lost their attractiveness, since goods have been
selling in many different channels, making it easier for consumers to access
new products and services.

“We
are trying to renovate activities of trade fairs, which requires great efforts
from organizing boards and enterprises alike,” Hanh said.

Source:
Thoi bao Kinh te Saigon