As the Lagos international Trade Fair gradually winds up on Sunday, TONIA ‘DIYAN in this report captures the highpoint and low moments of the week-long event.
IT is no longer news that human and vehicular traffic is, as usual, at its peak at the ongoing Lagos International Trade Fair. But the news is that among shoppers, the growing concern this year is that items which usually sell at rock-bottom prices are not just expensive but have been priced away from the reach of the common man – quite uncharacteristic of a fair.
The foregoing narrative is what characterised the Lagos International Trade Fair, which began a fortnight ago with the theme: ‘Promoting the Nigerian economy as a preferred investment destination.’
As it has been over the years, the atmosphere at the Tafawa Balewa Square (TBS) Lagos Island, venue of the Fair, thronged with busy shoppers and exhibitors, either striking good bargains or showcasing their wares.
The unusual human and vehicular traffic from the entrance readily announced the Fair. From Tafawa Balewa Square bus terminal and farther down to Broad Street, on Lagos Island, cars literally formed a crisscross on the roads and kerbs, just as the unfriendly car park and gate fee of N1, 500 and N2, 000 respectively caused serious arguments at the entrance with shoppers anxious to get in.
Perhaps, the anticipation that the Fair would attract about 500,000 visitors from within and outside the country since Nigeria is seen as a viable market because of its vast population appeared to be a reality when The Nation shopping visited the Fair. There was noticeable presence of exhibitors from Kenya, Japan, China and other foreign nationals.
Chairman, Trade Promotion Board, who is also the Vice-President of the Lagos Chamber of Commerce and Industry (LCCI), Dr. Michael Olawale-Cole, expressed assurance that the event would ensure a better business environment for Lagos in particular and Nigeria as a whole.
While praising corporate organisations that had extended their support for the hosting of this year’s trade fair, he also assured all and sundry that the ambassadors and corporate organisations would team up with the chamber to promote Nigeria as the preferred investment destination.
The main objectives of the fair include the revitalisation and diversification of the Nigerian economy as well as Nigeria’s non-oil exports. It also seeks to accelerate the development of commerce and industry while promoting made-in-Nigeria products, agriculture and agro-based industry.
On the other hand, the Lagos Chamber of Commerce and Industry described the fair as a veritable tourist centre for all, saying, it will boost the nation’s economy. LCCI said this idea is gradually puncturing the country’s lingering problem of unemployment among youths, apart from the fact that it is growing the economy.
The Fair stocks all kinds of products and services. From edibles to household items, toiletries, clothing, financial houses, electrical appliances, fashion and hair accessories, health products and what have you. Companies offering good shopping experiences in sundry items include: Multichoice, Lo’lavita hair, Whispering Palms, Organo- sells herbal items made with Ganoderma Lucidum, Tyre Armour, Bliss- an outfit that sells women artificial hair, Tropical naturals and Trevo. Others include: Panasonic, CFAO motors, Isuzu, Suzuki, Toyota Nigeria Limited, Ajinomoto, Koncept Autocentre Limited, etc.
Besides, foreigners from different countries also had their stands. Some of the products on display were cars, electronics, household appliances, furniture, arts and crafts, clothing, babies’ wears and accessories, fabrics, generators, inverters, solar lights among other nondescript items.
Sharing his experience with The Nation Shopping, Stanley Agbator, a shopper, said before he got to the arena the day he visited the fair, he was ushered in by people showcasing different products and he said to himself that if you are not patient enough to get to the main pavilion, you might end up outside as many sellers would pester you to buy their products. But those outside are nothing compared to the huge exhibition of goods inside.
“Perhaps the only item you won’t find on sale at the ongoing Lagos International Trade fair is a human being. No doubts, it’s an ideal place for shoppers to prepare for the festivities. Everything seems to be on display and both human and vehicular traffic cannot be overemphasised, but the challenge of buying at twice or sometimes three times a regular price of an item is a great concern to the shopper,” said Tunde Olawale, somewhat jocularly.
But while narrating her experience at the fair, a first-time shopper, who simply gave her name as Angela was emphatic about the poor showing of the fair in a snappy encounter with The Nation Shopping. Wiping sweat from her brow as she packed her purchased items into her waiting car in preparation for a journey to only God knows where, her countenance was obviously one of disappointment as she cursed the organisers under her breathe while finding her way out of the sprawling Tafawa Balewa Square (TBS) Lagos Island, venue of the exhibition.
“This Fair is just hype. In fact, I regret coming here at all. If this is how fairs are, I would be the last person to come here. From what I have seen here, all the media hype about the fair were empty promises,” said Angela, as she zoomed off in her car, happy to keep a distance between her and the venue.
Unlike Angela, who probably didn’t get her money’s worth, to another shopper, who simply gave his name as Mr. Bankole, a teacher, “This is more of a tourist centre than a typical fair. From my observations, it lacks the sales promotion characteristic of an exhibition which I think is the most important to the masses, I mean the end-users,” he said.
Bankole, however, suggested that exhibitors at the Fair should imbibe the sales promotion strategy and do less of massive stage-set and presentation of their products.
According to him, sales promotions include; free gifts, discounted prices, joint promotions, free samples, free vouchers, competitions and prize draws, as well as finance deals.
No doubt, both Angela and Bankole are right with their observations and views. Right from the two gates leading to the straddling construction, legs and cars competed for space and the first two stalls visited by our reporter, showed that items are indeed more expensive than they are in the regular market.
Like every other year, lively atmosphere; people in their multitude, inviting lightings, colourful costumes, music, dances and all kinds of entertainment are attributes easily ascribed to the yearly Lagos International trade fair.
This year, the case was not different as concerted efforts at enticing prospective shoppers, was accentuated by music and other forms of entertainment.
A stroll through either of the two entrances leading into the fair and a stand-by parking kiosk brings a shopper to the pavilion and tent in the structure’s belly.
Besides security agents, managers of the commodious car park were on hand for serious business. “You can pay N1, 500 for the ten days the Fair will hold,” one of them told The Nation Shopping.
From the exterior of the imposing setting, various sizes of signposts welcome prospective customers into both the fair and its compartments. Strategically placed within the neat premises were mascots and large speakers for music.
It is a sight to behold as many visited for genuine shopping, some others stood transfixed to behold the delight. However, while many window-shopped, others were busy with genuine transactions with impressive attention from polite sales persons of various companies and brands.
Parading neatly dressed, sprightly-looking attendants, all the exhibitors transacting business there appeared to have keyed into the seemingly inviolate culture of cleanliness.
Shoppers need not burden themselves with loads of cash from their homes as banks made available functioning ATM services within the fair.
Asked from a sales representative of a beauty company why one should patronise their shop rather than elsewhere, she said: “Our products are affordable to the commoner. If you buy anything from us, and it does not suit your taste, maybe by reason of colour or texture, so far it is in good form, we take it back and either refund your money or get you your preferred item. Essentially, with us here, our customer is king.”
An exhibitor who identified simply as Mr Chuks, a dealer on security gadgets and close circuit television, said: “The trade fair is a major opportunity to advertise our products and that is what we are doing. So, we believe it will go well.”
The China stand was booming as people went back and forth. This seems normal, judging from the influx of many Chinese traders in different markets, many of who have essentially conformed to the Nigerian system of trading. Many of them speak the popular Pidgin English, which makes it easy for them to make headway. The Lebanese were also visible in their acts.
The Fair, according to LCCI, is the biggest discount fair and Exhibition in Nigeria and, indeed, Africa. It continues to live up to its billing of the biggest trade fair in Nigeria and the Lagos Chamber has been organising the premier Lagos International Trade Fair in Nigeria since 1986 when it took over from the Federal Government of Nigeria which started it in 1981. It offers a unique exposition for manufacturers, suppliers, buyers and users of a wide range of goods and services as well as opportunities for investment and trade promotion.
A household exhibitor simply called Charles said his outing is impressive as visitors to his stand and patronage in terms of sales and prospective investors are encouraging.
A Kenyan exhibitor who gave his name as Roy, whose company manufactures local beverages, said visitors had been enlightened on the efficacy of herbal products from the entrance by his team of sales representatives and are patronizsing his products. “Our products are made with Ganoderma Lucidium which is good for regulating blood level in the body.”
He added that the population in the country attracted him to the fair. “Nigerian is highly populated and some of them who live in my country are sophisticated. I am privileged today to be here seeing them in their home town and transacting business with them. Indeed, Nigeria is number one in Africa’s economy.’’
Some exhibitors, however, complained of small spaces given to them to exhibit their goods; some said their stalls were not constructed until the second day and while their colleagues were busy making money, they were waiting to set up their stands.
At the Japanese pavilion, there was a beehive of activities with visitors and prospective investors trooping in and out.
An upbeat Japanese Ambassador to Nigeria Ryuichi Shoji said he was experiencing patronage from individuals and establishments who know good products.
