Thảo luận nhóm TMU DISCUSSION ENGLISH FOR SPECIAL PURPOSE topic trade fair and the benefits of attending trade fairs

THUONG MAI UNIVERSITY
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DISCUSSION
ENGLISH FOR SPECIAL PURPOSE
Topic: Trade fair and the benefits of attending trade fairs

Instructor:

Vu Thi Hanh

Class code section:

2215ENTI1012

Team number:

3

Hanoi, 4/2022

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Contents

Introduction........................................................................................................................................ 3
I. Trade fair......................................................................................................................................... 4
1. What is trade fair....................................................................................................................... 4

2. The history of trade fairs........................................................................................................... 4
3. Types of trade fairs..................................................................................................................... 4
II. Benefits of attending the trade fairs............................................................................................ 6
1. Product lunch.............................................................................................................................. 7
2. Brand awareness........................................................................................................................ 8
3. Company network.................................................................................................................... 10
4. Better connection with customers........................................................................................... 12
5. Lessons from competitors........................................................................................................ 13
Conclusion........................................................................................................................................ 15

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Introduction
Today's socio-economic development, along with the need for trade between
manufacturing industries, requires a centralized place to introduce and exchange
products of enterprises. That is one of the main reasons why trade fairs were born. So
why should businesses participate in exhibitions? The group's work will give 5 benefits
of trade fairs when businesses participate.
Group 3 consists of 7 members that are Trương Công Minh, Hoàng Thị Mơ,
Nguyễn Hoàng Trà My, Phạm Thị Thanh Ngân, Đỗ Thị Hồng Ngọc, Soukhavixai Oiy,
Hà Thị Tuyết.
The presentation is in 2 main sections:
Part 1 is the basics of the trade fair. This section is intended to explain to us what
is trade fair. The history of the trade fairs. And what types of trade fairs are there?
Part 2 covers the benefits of participating in a trade show and gives examples so
that people can better understand the trade fair.

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I. Trade fair
1. What is trade fair
According to Wikimedia, A trade fair, also known as a trade show, a trade
exhibition, or trade exposition, is an exhibition organized so that companies in a
specific industry can showcase and demonstrate their latest products and services, meet
with industry partners, and customers, study activities of rivals, and examine recent
market trends and opportunities.
2. The history of trade fairs
Modern trade fairs follow the tradition of trade fairs established in late medieval
Europe such as the Champagne fairs, in the era of merchant capitalism. In this era,
produce and craft producers visited towns for trading fairs, to sell and showcase
products. From the late eighteenth century, industrial exhibitions in Europe and North
America became more common reflecting the technological dynamism of the Industrial
Revolution.
In the late 19th century, the concept of annual industry-wide trade shows gained
traction, spreading from European manufacturing centers to North America. By the
20th century, specialized companies came into existence simply to manage the tradeshow industry, and permanent trade show grounds or convention centers were
established as venues that featured a rotating calendar of trade shows.
In the 21st century, with the rapid industrialization of Asia, trade shows and
exhibitions are now commonplace throughout the Asian continent, with China
dominating the exhibitions industry in Asia, accounting for more than 55 percent of all
space sold in the region in 2011.
3. Types of trade fairs
According to the Export Marketing Handbook, trade fairs can be divided into
several different types. These include:

General fairs or specialized industry fairs
General fairs
This is the type of fair that allows a lot of items from different fields to
participate. One of the largest fairs is the Hanover fair in West Germany, held every
April where all the domestic industries, most of the large enterprises from Western
Europe, and those from North The US and Japan can both participate. Thanks to
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participating in the fair, many businesses can set up representative offices and
distributors in European countries. The Hanover Fair is considered one of the largest
industrial fairs in the world. There are also a number of other general fairs such as the
Leipzig fair in Germany, the Canton fair in China, and the Milan fair in Italy…
Specialized industry fairs
This type of fair brings together customers belonging to a certain segment, group
of users, or products in a certain sector, such as transportation, construction, aviation,
and construction machinery,… After the fair is over, more goods are sold than in the
general trade fair. This type of fair can be held every year or every few years. Some
famous industrial fairs in the world are the annual sweet fair of Koln, West Germany,
focusing on confectionery and other confectionery products, and the Acoma fair on
chemistry. Held every 3 years also in Germany, the annual aviation fair in the UK,
France...
National, regional or international fairs
Trade fairs are divided by the scope of the organization.
National fairs can be mentioned such as the exhibition honoring Vietnamese
goods, the fair on high-quality Vietnamese goods,...
Regional fairs such as the Asia-Pacific food fair
International fair: Cario International book fair, Customer electronics show...

Fairs open either to the trade or general public only
In contrast to consumer fairs, only some trade fairs are open to the public, while
others can only be attended by company representatives (members of the trade, e.g.
professionals) and members of the press, therefore trade shows are classified as either
"public" or "trade only". A few fairs are hybrids of the two; one example is the Frankfurt
Book Fair, which is traded only for its first three days and open to the general public on its
final two days. They are held on a continuing basis in virtually all markets and normally
attract companies from around the globe. For example, in the U.S., there are currently over
10,000 trade shows held every year, and several online directories have been established to
help organizers, attendees, and marketers identify appropriate events.

Special event fairs or permanent exhibitions
A special event fair is held to celebrate a certain event. For example, the 2017 Quang
Tri trade and tourism promotion fair was held on the occasion of the 45th anniversary of the
liberation of Quang Tri province on May 1 (1972-2017) and the 42nd
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anniversary of the complete liberation of the South, Reunification April 30 (1975
-2017).
Permanent exhibitions are held periodically once a year or every two years... for
example Vietnam expo. This is a general trade fair with a long tradition and the largest
scale in Vietnam held annually. This year is the 31st year, the fair takes place with the
message "Accompanying businesses in the digital era" from April 13 to April 16. This
event is considered one of the important trade promotion activities of the industry and
trade industry, making a great contribution to the chain of cooperation programs,
promoting import-export trade and investment in Vietnam.
II. Benefits of attending the trade fairs

A study published by AUMA - the German Fair Trade Industry Association published by KANTAR TNS indicates that:
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Ninety-nine percent of the exhibitors surveyed consider personal contact and the

opportunity for direct networking to be significant advantages of exhibitions.
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Ninety-five percent see an advantage in the opportunity to advise potential

customers directly through company employees with a wide range of expertise.
Eighty-two percent of companies surveyed see the ability to address all five
senses in authentic product presentations to be a significant advantage of exhibitions
over digital formats.
Nearly 50% of exhibitors consider it important that products can be tested at
trade fairs with no obligation to purchase them
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And 62% see a sustainable positive effect for their companies if they can create

experiences for trade visitors.
Survey results as evidence that most companies clearly recognize how exhibitions
can distinguish them from competitors who rely primarily on digital communications.
The “AUMA MesseTrend 2019” study is based on a survey of 500 representative
German companies that exhibit at fairs with a focus on trade visitors. The study also
presents results on questions about the general significance of exhibitions in
communication portfolios, the development of the respective budgets, and the goals of
exhibition participation.

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Therefore, we will focus on analyzing the following 5 main benefits:
1. Product lunch
Trade shows are a good place to introduce a new product or service. Being able to
explain your offering in person and answer questions is ideal if your product is
innovative.
Thanks to the wide coverage of newspapers, radio, and visitors, your products
will have the opportunity to “shine” and be known by more people.
This is one of the main reasons why businesses participate in trade fairs.
Remember when Vinfast - the first electric car manufacturer of VietNam brought their
product to CES (Consumer Electronics Show) - one of the third technology trade fairs
in the world, besides the Mobile World Congress (which annually takes place in
February, Barcelona) and IFA (takes place in September, Germany) in …..At this trade
fair, Vinfast has a big opportunity to show special features of their electronic car,
including voice control, intelligent virtual assistant, connecting e-commerce
applications, and more. Potential customers also have a chance to see how Vinfast’s
model operates in reality.
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Picture 1. Vinfast at CES.

The photos above are pictures of cars that Vinfast brought to the fair: three models
debuted in the A-B-C segments, VF 5 (segment A), VF 6 (segment B), and VF 7
(segment C); and two models VF e35 and VF e36 in the D and E segments (launched at

the 2021 LA Auto Show) now renamed as VF 8 and VF 9. All five impressive electric
vehicles were designed by Pininfarina and Torino Design which is a world-renowned
Italian design firm. The initial prices for the VF 8 are 41,000 USD in the US; 36,133
EUR in Europe; and 961 million VND (over 42,200 USD) in Vietnam. The figures for
the VF 9 are 56,000 USD; 49,280 EUR; and 1.312 billion VND.
2. Brand awareness
A trade show is a great opportunity to raise brand awareness among industry
professionals and the key decision-makers that matter. It can be difficult for start-ups to
get a foothold in the industry in which they operate. Raising brand awareness at a trade
show is a relatively simple process. Some suggestions to attract customers to your
booth and increase brand awareness are:
Create eye-catching graphics that engage the audience. Place your brand name,
logo, and message strategically throughout the space for maximum impact.
Include social media information for potential buyers to find you online. The
key to a trade show is achieving residual sales well after the doors of the exhibition
have closed.

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Booking your booth in advance will enhance your brand as it gives attendees the
impression that you are one of the industry leaders. It also has the built-in benefit of a
steady flow of foot traffic.
Still in the case of Vinfast. We all know that Vinfast is a big company in VietNam,
but when it comes to the world, this company is just a small manufacturer in a big
industry. And sometimes, for brand new businesses like this, introducing products or
finding customers is not the main purpose when participating in trade fairs. So why do
they have to do that? Raising brand awareness is the reason and it is perfectly true with

Vinfast.
On average, statistics show that there are 180.000- 200.000 people - who share
their love of technology coming to CES each year. And with the participation of more
than 7.500 media units.

Picture 2. Visitors in CES.

Thinking about new electronic car manufacturing, especially one that comes from
Vietnam - a developing country and not the common name such as America, Germany,
Japan, or any other developed countries in the world. This company will bring their car
to CES, a place that is natural for giant manufacturers including BMW, Ford, Nissan,
and Toyota…Only this news can blow up the press both locally and internationally. And
therefore, regardless of the product quality, the name Vinfast definitely will be on the
first page of many newspapers and will be brought to the discussion of famous TV
shows during this event. Just like that, it’s already successful. This has great
significance in raising the level of brand recognition in the hearts of the
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public. When consumers are curious about the business, they will learn and make a
buying decision faster if the product quality meets their expected requirements.
3. Company network
When attending a trade show, the companies will have the chance to interact with
both prospective customers and prospective vendors. This makes a trade show more
than just an opportunity to expand your distribution, but a chance to expand your
supply chain.
Vinamilk is an example of finding partners through trade fairs. Vinamilk has
successfully signed a dairy export contract worth up to US$20 million with Middle

Eastern partners when participating in the Gulfood Dubai international fair 2020.
Gulfood Dubai has been held since 1987. So far it has become one of the three
largest fairs in the world and is the leading show in this region for agricultural products,
food, and beverages in volume transactions amounting to billions of dollars. Gulfood
Dubai 2020 has the participation of businesses from 193 countries and territories, with a
display area of nearly 120,000 m2, and over 5000 booths, expected to attract nearly
98,000 concerns to visit, trade, and contract. On the scene, export activities are facing
difficulties due to the impact of the COVID-19 virus epidemics. Gulfood is an
opportunity for businesses to find new partners and diversify export markets.
As the largest dairy company in Vietnam, come to Gulfood, Vinamilk focuses on
introducing strong products such as condensed milk, baby milk powder, and baby
nutrition powder, especially the organic product line to high-end customers in the
Middle East market. In addition to traditional products, Vinamilk also brings to Gulfood
Dubai 100% Organic Fresh Milk to introduce to potential partners.

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Picture 3. Vinamilk at Gulfood Dubai 2020.

Dubai is considered a hub for global trade, and the food industry. Gulfood's
reputation makes businesses and distributors in this area, including Vinamilk, come here
to find potential suppliers. At the fair, there is often the participation of hundreds of
national pavilions of many global food powers such as France, Italy, Spain, Germany,
the United States, Canada, Australia, ... and other countries. from Asia such as Japan,
Korea, India, etc.
Mr. Mai Hoai Anh - Managing Director of International Business of Vinamilk
added: “Gulfood Dubai is an international fair with famous worldwide brands,

participating businesses also have famous names and prestige. This is not only where
businesses come to learn about products, but also where they find real business
partners. Therefore, Vinamilk always invests in image and brand, as well as brings here
key products with high competitiveness. A sales team ready to negotiate and sign
contracts with partners at the fair.” Vinamilk's success is a lesson for Vietnamese
businesses that need to be carefully prepared when participating in international trade
fairs to be able to find and sign contracts with foreign partners.
It can be seen that Vinamilk in particular and Vietnamese businesses in general,
are making efforts and actively participating in international trade fairs. Trade fairs give
opportunities for participating businesses to connect, find and cooperate with trading
partners to provide input materials for manufacturing enterprises or cooperate to export
products to the new market. Trade fairs are great opportunities to find business partners.
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4. Better connection with customers
One of the greatest advantages of exhibiting at a trade show is that it allows you
to meet and connect with prospective customers in person instead of communicating
with them over the phone, email, or Internet. Customers visiting the fair include
existing customers, potential customers, and application providers, so during the time
that businesses participate every day, the company can reach a lot of customers.
Although some prospective customers will buy your product or service on the
trade show floor, many won’t. Trade fairs allow the company to introduce products
directly to customers, allowing customers to experience products, learn needs, and
evaluate customers' products to make appropriate improvements. This is a way to help
businesses find potential customers.
From the end of 2021, Vinamilk has reappeared continuously at major
international fairs, especially bringing many unique products to find new potential

customers and expand the market. Vinamilk's organic fresh milk was launched at
China's leading trade show-Shanghai Global Food Trade Show (FHC). Vinamilk,
through this trade fair, aims to promote trade and connect with potential customers in
the high-end segment of the Chinese market. Currently, the Chinese market is the
second-largest dairy market in the world (after the US market) with per capita
consumption of dairy products continuously increasing while this market only meets
75% of the milk demand. domestic. This is a potential market for Vinamilk. Actively
participating in the fair helps Vinamilk connect with potential customers, and learn
about customers' needs in order to provide the best products for this market.

Picture 4. Vinamilk at FHC 2021.
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5. Lessons from competitors
In the world of business, competition is inevitable and each competitor's actions
can affect a company's business. Therefore, the company always has to update
information about competitors. Exhibiting at a trade show allows you to observe what
your competitors are doing right and apply their tactics to your own business.
Is there a particular competitor in your industry that seems to be growing at a
rapid pace? While your sales team uses the trade show as an opportunity to meet
existing customers and connect with prospective ones, spend a moment looking at the
other exhibitors to see what they’re doing differently from you.
Great businesses are aware of their competitors, and trade shows are one of the
best opportunities to connect with competitors and understand their sales strategy, their
pricing, and the reasons for their success.
For example, IFA or Internationale Funkausstellung Berlin is Europe’s largest
show for consumer electronics and household appliances, organized annually in Berlin,

Germany, usually in September. All important dealers, retailers, buyers, and experts
from the industry and the media meet here. IFA Berlin gathers nearly 2,000 exhibitors
from 49 countries and almost 240,000 attendees from 133 countries in a 285,000 square
meters area. At the IFA, visitors can get access to offers of many of the latest products
and innovations including electronic devices, IT hardware, and software, home
entertainment,... The event gives companies a great opportunity to connect to
customers, and investors and discover new trends and technologies around the world.
In 2018, Korea’s two leading household electronics manufacturers and two direct
competitors, Samsung Electronics Co. and LG Electronics Inc. introduced high-end
televisions and products using artificial intelligence (AI) technology to improve the
user’s quality of life.
LG is seen as a technology "tycoon" and it is no coincidence that it has such a
great influence. As expected, at the annual technology conference IFA 2018, LG
launched the world's first 8K OLED TV, also the world's first 8K OLED TV, is the
pinnacle of technological achievement and a new breakthrough for the display industry,
constantly improving to affirm its position in the market. Now, users can take the
experience to another level. LG’s OLED quality has led their TVs to become famous
for producing perfect blacks, precise colors, and high contrast and resolution. From the
highlights of the most advanced display technology on the market, Samsung

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can research and develop TVs based on OLED technology to help bring more vivid
picture quality, thereby improving the user experience.
On the other hand, Samsung has also considered a technology company with
breakthrough and impressive innovations at the international technology exhibition,
which LG can observe and learn from their competitor. Back at IFA 2018, through

presentations showcasing its latest TVs, displays, appliances, soundbars, and more,
Samsung demonstrated how its advancements in AI, IoT, and 5G technologies are
helping to turn that vision into a reality. Samsung is a company pioneering the
deployment of next-generation networks through the company's active role in setting
the 5G standard and is expected to launch a 5G gigabit-enabled broadband service. That
is why LG needs to pay more attention to these technologies so as not to leave them
behind.
Moreover, the new QLED 8K, as well as Samsung’s cutting-edge Micro LED
screen, was launched at a reasonable price to help users take a close look at innovation
and transformation. Whereas, OLED TVs have high production costs and lack variety in
models and sizes, so they are not suitable for everyone to access. Therefore, LG may
expand its QLED product lines to reach a wider audience.

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Conclusion
The above presentation helps us have a somewhat more general view of the trade
fair and the benefits of participating in the fair. And participating in fairs and
exhibitions will help us find good and potential products, find good product suppliers
and introduce products and services. Assess the market landscape, providing us with the
latest information on the market.

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