Artisan Connect

Trade Shows and the EU Market (2010)

Date : 2011-01-07 11:28:31

DescriptionSTATE OF THE MARKET In the past years participating in a trade fair was an efficient and effective way of stimulating direct exports. Against relative low costs, participants were able to contact a range of interesting new business contacts in a few days. However, the level of success depended also strongly on good follow-up; making contacts at the fair is often only the start of a lengthy process which could lead up to sales or license agreement. This has changed dramatically. During the last years the well known European trade fairs are not any longer ‘order fairs’. Direct sales but also expected orders became smaller. Buyers seem to buy not anymore only on trade fairs. They travel to international fairs worldwide, source in the internet or visit their suppliers personally. If it is not possible to get subsidised trade fair participation or funds for participating, small and micro enterprises should consider other more cost efficient market access strategies. Which trade fair? Seasons and themes are very important in the Home Interior sector; therefore, timing is of the utmost importance, as well as the market segment and the aimed context. Some of the most important fairs are “Ambiente” and Heimtextil in Frankfurt, Germany and Maison et Objet in Paris (January and September). Depending on the market and product some other national and/or smaller fairs could also be interesting. There exist many national and local market which focus on a specific sector and could be quite interesting. Other trade fairs are for direct sales to the end consumer.

Name of InstitutionTrade Shows and the EU Market (2010)

Author(s) NameKristen Patin

Added/Updated byKristen Patin

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