Trade Fairs are as old as history of business. Many see it as a platform where manufacturers, service providers, small/medium entrepreneurs and end users interact and discuss their products and services. Thus, it is a bargain ground for producers/products exhibitors and shoppers; and the economy stands to derive some benefits from it.
The “trade shows” is not only to create an atmosphere for shoppers and buyers to interact; it is also to create room for variety of products among sellers, thus bringing about reduction in prices to shoppers’ delight.
For the fact that shopping is like a stage play where every actor comes, exhibits and leaves, shoppers and vendors adequately maximise their presence at trade fairs.
Nigerian fairs are primarily designed for enterprises seeking wider access to internal and international markets, and investors seeking joint-venture partners and markets for various goods.
Nigeria, being a viable market for assorted goods/services from all continents of the world, makes provision for ample opportunities to market new innovations and bring exhibitors and shoppers together for trade activities.
Trade exhibition poses a lot of competition, especially among those who sell the same products, thus causing pleasant confusion for the shopper who is expected to be prudent and patient on product choice. But shoppers get good bargains, as many products are on promotion with attractive discounts.
In addition, companies provide casual jobs to unemployed youths who help them market their products. This helps shoppers purchase items at cheaper rates in a relaxed atmosphere spiced with music and other side attractions.
Trade fairs are significant in the realisation of a nation’s collective aspirations of rapid economic transformation as businesses are enhanced and promoted in the process.
The representative of the Lagos State Commissioner for Commerce and Industry, Mr Alayande Olarewaju said at the Lagos Mega Trade Fair presently going on at Tafa Balewa Square that it is through trade that domestic companies can take advantage of bigger markets at regional, continental and global levels.
He said: “Trade fairs offer excellent platforms for the promotion of domestic and international trade. However, for us to benefit from trade, local companies must be competitive. Therefore, the creation of an enabling environment to enhance competition is crucial.
“Putting up trade fair expositions and promotions is the only way the organised private sector can reposition itself to face the emerging challenges of global competition. The importance of trade fairs and exhibitions in the expansion of trade and promotion of economic diversification cannot be over-emphasized as it creates opportunities for buyers and sellers to meet and forge partnerships that can last for a long time. Nigeria like many other developing countries is prepared to streamline trade in its development strategies. The consensus amongst policy makers and the private sector is that in the current economic climate where most economies are battling to reduce budget deficits, reduce unemployment and tackle their sovereign debt crises, the most potent tool for sustainable and inclusive economic growth is trade and investment.”
Mr Wole Osunkunle, Managing Director, Osworld Associates Limited, the organisers of the ongoing Mega Lagos Fair with the theme Consolidating global economic and political gains through trade promotions said that a fair is an opportunity for people to make contact with manufacturers, create network for new businesses, make contact as distributors/agents, show-case new products and services as well as other benefits. The essence of the trade fair is not only for buying and selling,” he said.
In a bid to ensure that members of the chamber make maximum use of the yearly fair, he also said, “We encourage participants to give flyers and business cards to those they come in contact with. So, the participants can easily be located for more business deals after the fair,”
“Trade fairs contribute meaningfully to the expansion of trade for the sustainable economic growth of a nation thereby leaving a positive impression on the minds of participants.”
The Nation Shopping spoke with some shoppers to find out what their attractions to trade fairs are and how they have gained one way or the other.
Mrs Adesuwa Ehiadolor said her attraction is the free package that goes with visiting the fairs. “There are free this and that everywhere. Sometimes, when you don’t buy anything, you are given something for spending time at the fair. For instance, drink industries like Nutri-C, Milo and the likes give out free drinks to shoppers whether you patronise them or not. Pens and souvenirs of all sorts are commonly given out at fairs. Some of us patronise fairs because of these consolation gifts we get, regardless of any other thing.
For Mr Nurudeen Komolafe, the attraction is the promotion and discounts, where shoppers are sure of getting products at cheap rates. ”If trade fairs continue the way they are today, people like me will not miss one for anything. I look forward to fairs, it is favourable to me”.
Yet for Mr Sanya Akinkunmi, the attraction is also the discounts attached to products. “At the last Lagos International Trade Fair, I was given a 10 per cent discount when I bought a bed, I was to buy it for N40,000, but I was given 10 per cent discount and I got it for N36,000,” he said.
An exhibitor, Mrs Olushola Ajireru who sells Mouka foam, said ‘trade fair is an avenue for creating awareness for products, though customers benefit more from fairs,” she said.
Another exhibitor, Mrs. Praise Shopeju who sold Ghana wears at the last Lagos International Trade Fair said it is a good thing, especially in an international fair likes this where you have exhibitors and manufacturers from other countries. It is an opportunity for us to know how receptive Nigerians are and how they value our own products.”
Osunkunle also noted that whenever there is a kind of bilateral activity, the government would be involved. “That is why, in the course of preparing for a fair, we make sure that we make relevant contacts within and outside the country and with all the government agencies, particularly, our mission outside the country and the mission of foreign countries inside Nigeria. We have to work with them closely because if company “A” is interested in coming from China and the Chinese embassy in Nigeria says Nigeria is not safe; that Nigeria is not a viable place to come, such a company would not come.
“We also need cooperation to make those agencies understand us and understand the situation and then we need to understand them so that we would be able to market whatever we have in mind. That is how it works; the government is grossly involved because we cannot do it alone, especially if it is an international trade fair and even if it is a local government trade fair, these agencies and the government must be involved because they have to provide the security, the land and some other things. So, you cannot do it on your own. No matter how rich or how big the chamber is, it still needs to work with the government closely because there are things that are beyond the chambers; there are things that only the government can provide,” he said.
The benefits and the main purpose of trade fairs is exchange of technology and ideas, so that when you invite people, they come and showcase what they have and they try to pick what you have also. The real gain from trade fair is the exchange of ideas, exchange of technology and exchange of bigger business. The actual benefits are in billions and those come from the discussions and exchange of ideas.
