Trade fairs: Opportunities to expand markets

Hue business booth attracts visitors. Photo: Promotion Center

Increase revenue

Honey and instant salted coffee are products introduced by Alufa Trading Company Limited at the 1st Autumn Fair 2025 held in Hanoi last October.

Mr. Pham Ngoc Anh Phuong, Alufa Trading Company Limited shared that this was the first time participating in the fair with the expectation of introducing Hue products to customers, so Alufa did not have too many expectations. However, the company's products received positive feedback from visitors at the fair. During the 10 days of participation at the fair, on average, our booth welcomed more than 500 visitors per day. On weekends, the number of visitors increased from 1,000 to 1,500 visitors. This is an opportunity for us to introduce our products and increase revenue. We also met many partners and large distributors, learned more experiences from preparation, booth organization to product standardization...

In addition to Alufa, 25 Hue enterprises participating in the Autumn Fair with the support of the City's Center for Investment, Trade and Enterprise Support Promotion also received positive feedback from customers.

Ms. Nguyen Thi Kim Lang, Bach Nghe Bup Sen Co., Ltd. could not hide her excitement when at the Autumn Fair, Hue enterprises made many good impressions on customers and partners. In particular, it is necessary to mention the elaborate preparation of display booths bearing the mark and style of Hue. Although at the time of the fair, Hue had difficulty in transporting goods due to the impact of floods, the amount of goods sold at the fair was quite large. All of our products were sold out and we had to transport goods continuously to meet the needs of customers.

Many other businesses also affirmed that they no longer have the "go for the experience" mentality like before, but prepare carefully from introductory designs, samples to specialized negotiation personnel to be ready to sign long-term business contracts with partners.

Looking for partners

The attraction of Hue enterprises when participating in fairs is the quality of their products. Most of the enterprises' products when participating in fairs have been screened, ensuring quality, brand, and product packaging design. Enterprises are also supported by the City's Center for Investment Promotion, Trade and Enterprise Support for all costs of transportation, booths and promotion at the fair. That is an important source of motivation for Hue enterprises to confidently introduce their products to the market.

In fact, the attraction of large fairs such as the Autumn Fair lies not only in the scale, but also in the way of organizing trade connection activities. In addition to promoting and introducing products, these fairs also organize trade meetings between businesses. These activities take place continuously and are divided into industry groups, so businesses have the opportunity to approach many partners, making it more convenient for businesses to introduce their products. Through these activities, businesses can also access the requirements and quality standards that distributors desire, thereby having solutions to adjust production and business development accordingly. That is also the reason why Hue businesses are increasingly paying more attention to product design, packaging and product quality announcements.

At the recent trade fair held in Hue, Mr. Nguyen Duc May, Kinh Do Specialty Joint Stock Company also shared his experience that businesses that want to successfully promote trade, in addition to quality, packaging design, and optimizing customer experience, must have negotiation skills and pay more attention to regulations related to invoices and documents.

From the perspective of the organizing unit, the leaders of the Center for Investment, Trade Promotion and Enterprise Support believe that the effectiveness of trade fairs lies not only in direct sales at the event, but also in the cooperation network. Therefore, the fair and trade promotion activities organized or coordinated by the Center all pay attention to connecting activities and expanding the cooperation network. Therefore, enterprises must proactively invest in improving negotiation capacity, product quality, brand reputation and related legal standards.

Trade promotion is only truly effective when businesses proactively upgrade their products. In addition, the support from government policies, relevant departments and sectors is the lever to promote trade promotion activities to achieve positive results.

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