德国科隆国际促销产品贸易博览会(IAW)是德国最重要的促销和流行趋势产品的订货会，从2005年开始举行，一年两届，分春秋两季举行（每年3月及9月举行）。其涉及产品多种多样，是德国及欧洲顶级采购人员的行业展示之窗。在科隆举行，欧洲的大部分用于宣传和引领潮流的主导产品订单将会发生，很快成为来自德国和整个欧洲的顶级买家的选择。它成功地让参展商和游客人数持续增长。它像一个零售贸易峰会，完整范围的事实，可以找到地图，和秩序- 零售和主题促销产品。 大厅占地22.000平方米，200多名来自许多国家和进口参展商将举办一个优秀的展示。
观众目标群体：大型日用品超市、低价位市场、连锁超市、采购组织、邮寄销售商，小型零售商、家具及建材超市的采购人员。此外IAW展会现在首次推出免费在线展位。如预定展位面积达到30平方米，每个展商可在zentrada.network获得专享互联网在线展示厅，该网站是德国和欧洲首要消费品采购及商业网络。这样您可最佳地提供您参展产品信息。您可最多提供75种产品，包括价格。这些产品自报名参展起直至展会后四个星期将在上述网络展出。这就是当今的销售方式。
1. 国际性强 来自27个国家的200个展商和6000名专业观众会聚于这个盛大集市；
2. 品种繁多 展出各个商业领域产品，展览面积24000平方米；
3. 专业性强 有6000名专业观众参加，其中为德国和欧洲的各个商业连锁店的采购人员；
4. 展览地点好 国际促销产品展(IAW)在欧洲最富有活力的经济中心地带举办，商业实力雄厚的比利时、荷兰和卢森堡三国近在咫尺；
5. 高值展位 展位租金十分优惠，行列展台每平方米85.50欧元起〔早预定者有打折优惠〕；
6. 媒体效应好 有众多媒体在场，为展览产品提供最佳媒体宣传效果。最大的电视台和专业媒体将伴随展会；
7. 个性化服务 提供个性化量身定制广告服务：例如免费商业客户入场券、邀请卡、网页在线图片广告或产品目录免费广告；
8. 高附加值 免费参加具有强媒体效应的产品竞赛，即IAW产品大奖赛；
9. 商业实用信息 IAW 流行趋势论坛在展会期间将每天免费提供各种商业实用信息；
10. 额外服务提供各种额外服务：免费展会饮食、折价火车票和酒店客房、免费入场券等。
展品范围(Show Products):
食品和饮料，卫生用品和化妆品，纺织品及布料，体育休闲用品，玩具，电子产品，家用产品和办公用品，花卉植物和园林产品，季节和流行产品，业余制作工具及五金产品，礼品、首饰和钟表，小家具及饰品，宠物用品。
展会报告(Show Reports):
A refreshing experience for visitors, irresistible trade fair opportunities and a host of new contacts: in its 37th edition the International Trade Fair for Retail Promotions and imports (IAW) once again showcased its ability to build bridges between a diversity of players in global retail. With modern branding and new exhibition features, the 37th IAW Fair attracted 4,850 trade visitors and 285 exhibitors from 28 countries to Cologne from 3 to 5 September 2024.
After three stimulating days at the fair, Project Manager Kerstin Manke is delighted with the results: “The 37th IAW Trade Fair demonstrated that in spite of weak consumer spending, there is still strong interest in affordable, high-quality products. The great international diversity of our exhibitors ensured that this year visitors were offered an even wider range of products.”
At the September edition, exhibitors presented a comprehensive variety of products covering all sectors. From seasonal Christmas and winter specials to food and the latest on-trend products, toys and decorations: in a stimulating atmosphere trade visitors were treated to a promising range of different articles from a large number of domestic and international companies.
A striking feature of this edition is that following its recent rebranding, the IAW Trade Fair now has an even younger and more modern look. The two exhibition halls were not only adorned with dynamic and colourful banners, but also offered a variety of special features. Tiny spaces as retreats for meetings, photo booths, an IAW Lounge and, last but not least, the new logo all helped to raise the visitor experience to a new level. The extensive, entertaining and up-to-date social media presence rounded off the trade show‘s fresh image.
The exhibitors at the 37th IAW are positive about its results: “The trade fair continues to be very important for us,” says Frank Werm, Managing Director of OSMA Werm GmbH, adding: “The IAW is a combination of internationality and top-quality purchasing opportunities on fair terms.” Detlef Heins, Sales and Key Account Manager at HATEX Group, is also satisfied with the outcome: “For us, the contracts we conclude are crucial. We had a lot of excellent meetings, the trade fair went well and we were able to get our message across.”
With 51 first-time exhibitors taking part in the recent IAW, visitors had the chance to experience fresh faces and products at the fair in a relaxed atmosphere. The first-time exhibitors also look back on the various days of the trade fair in a positive spirit. “I am highly satisfied, especially the first two days were very productive,” says Amin El Morabiti, Manager Operating Wholesale at SWF Großhandel & Franchise GmbH. Thi Van Ruhland, Sales Representative of Vuly U.G., shares this assessment: “Our first impression of the trade show is super. We’re very satisfied and the team there provided us with excellent support. We had some really great sales talks, especially on the Tuesday.”
Its trade visitors were just as enthusiastic about the 37th IAW fair as the exhibitors. “I’m very satisfied and was able to achieve some favourable results. The team is very helpful,” says Ali Sen from Nurtextil24 UG, who was attending the IAW for the first time. Marvin Hollmann, on the other hand, is a repeat visitor: “This is my third time here and everything is great, as always.” He reports that he found the presentations in the E-Commerce Arena particularly interesting.
On this subject, the E-Commerce Arena was for the 19th time a highlight of the IAW. Hosted and organised by RESTPOSTEN.de, the E-Commerce Arena has for ten years offered interesting facts, valuable input and stimulating presentations for visitors. “We aim to provide visitors with relevant trade information. Our visitors are normally concentrated completely on their own business operations, but here they have the time to get relevant new information in a nutshell,” says organiser Stefan Grimm.
The E-Commerce Arena at Cologne‘s exhibition centre also boasted a new, more modern design. The 19th edition focussed on operational business in e-commerce. Sebastian Herz, founder and Managing Director of Zignify Global Product Sourcing, reported on the tips retailers can follow to “increase their profitability by 30 to 200%.” Pavel Saper, Managing Director of PSA Marketing GmbH, gave visitors valuable ideas on purchasing in online retail, while Stefan Grimm reports: “The E-Commerce Arena is a perfect fit for the IAW, as it particularly appeals to small and medium-sized companies.”
Overall, the 37th IAW fair was characterised by profitable sales talks, valuable contacts and a fresh appearance with which both visitors and exhibitors were equally satisfied. With its extensive thematic focus and productive atmosphere, the IAW was once more able to offer a successful all-round experience for a wide variety of visitors and exhibitors from all around the world. The next IAW trade fair will be taking place from 11 to 13 March 2025 in Koelnmesse‘s well-established and popular Halls 6 and 9. And next year will be a very special occasion: as the IAW celebrates its 20th birthday, the trade show will be demonstrating its significance for the market and thanking both exhibitors and visitors with some major surprises.
