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):
Increased attendance at the IAW a good sign for the coming season
• Visitor numbers at the Spring Fair increased to more than 6000 traders
• Healthy number of exhibitors: 50 newcomers showcased promising new products
• Organizers declare: „Everyone could sense the new optimism shared across the trade.“
Attendance at the 34th International Trade Fair for Retail Promotions and imports (IAW) almost reached the visitor numbers achieved before the pandemic. The IAW Project Director Kerstin Manke was understandably delighted: „The reticence we experienced during the Covid pandemic is demonstrably a thing of the past. Everyone was relieved to see an end to the Covid restrictions and there is new optimism about business prospects.“ There were positive signs even before the trade fair gates opened. With 280 exhibitors from 22 countries registered (an increase of 12% compared to the Autumn Fair), the entire IAW display area was completely booked. The international character of the IAW was also /confirm/ied. In fact, it was clearly enhanced – with buyers from 80 foreign countries accounting for 48 % of all trade visitors.
Such a good response is not surprising in view of the IAW‘s leading status as an international hot spot for orders of promotional, seasonal and trend-led merchandise as well as mass-selling products, together with its reputation for retail innovations and fresh ideas. Trade fair organizer Ulrich Zimmermann
concluded: „Our promise to showcase the future of retailing hit the nail on the head and reflected the generally positive mood.“ This growth in confidence was reflected in the excellent sales achieved at the event. For at least 50 exhibitors this was their first IAW and their involvement played a significant part in delivering what the trade needs for a successful spring season.
Feeling good about the future: new shared optimism
The mood at the IAW was one of quiet optimism. This was confirmed by Katja Filippenko, who makes confetti containing plant seeds: „A company that offers confetti obviously has to make an appearance at a city famous for its carnival. For us, the many contacts we were able to make here from diverse sectors was a real bonus and the event offered a great platform for showcasing our latest product.“
Johannes Erzgräber from NICO Europe GmbH was similarly impressed. His company produces plasticfree fireworks: „There has been another jump in demand for fireworks and the IAW proved the perfect platform for presenting them to the specialist trade. We have been exhibiting here from the start. This trade fair is great for acquiring new customers.“
Claudia Price of Ryder imports Ltd. from England also thought the trade fair had got it right with its focus on sustainability in the retail promotions segment. Her yoga products made of cork were enthusiastically received by the buyers. These are just three companies exemplifying sustainability at the IAW from a wide spectrum that featured many fair-trade products made of recycled or sustainable raw materials using organic and environment-friendly manufacturing processes. The concept of the IAW as a European fair means that goods are moved over shorter distances, thus reducing fuel consumption and delivery times. Shorter, faster routes allow for greater sustainability.
Regular visitors were not surprised, but for those attending the IAW for the first time the product diversity was a revelation: Retailers looking for top sellers or quick-selling merchandise were not disappointed. The IAW boasts everything: DIY products, fashionwear, home accessories, garden and leisure products, electrical and electronic goods, seasonal products and trend-setters. Novel snack products and trendy drinks that could be sampled by visitors rounded off the enormous range and proved very popular.
The IAW again took place parallel to Asia-Pacific Sourcing. As in previous years, holding these two fairs together at the same time and the same location produced important positive spin-off effects. Trade visitors to the IAW benefitted from the array of Asian products for home and garden which further extended the diverse range of products shown at the Cologne exhibition centre. There is no doubt that this successful double act attracted additional customers to Cologne.
Congress program offered valuable business advice
The free congress program offered good ideas and tips on how exhibitors and trade visitors alike could grow their business. At the zentrada Forum trade experts provided insights into profitable new business opportunities. Participants in the E-Commerce Arena, a joint project of IAW and Restposten.de, gained a wealth of useful information on various aspects of online trade. The adjacent e-commerce quarter, which brings system and service providers for online business together, was only one of many opportunities for effective networking at this year‘s IAW Spring Fair.
„E-commerce solutions that provide real added value are becoming an increasingly important competitive factor and promotional products are no exception“, explains Reza Daie from Visual Conversion, a company that specializes in online product presentations. He added: „The buyers visiting the IAW know this too, which is why there was such keen interest in our solutions.“
„Sending out a positive message is all the more important when times are hard,“ says Ulrich Zimmermann. „And we could fulfil this mission at the 34th IAW with a program packed with variety, information and interesting topics.“ The dates for the next IAW Autumn Fair have already been announced: the 35th International Trade Fair for Retail Promotions and imports will take place from 5th – 7th September 2023 in Halls 6 and 9.
