Germany's consumer goods trade fair lures 65 Vietnamese firms

As many as 65 Vietnamese enterprises have registered to attend Ambiente, a leading international consumer goods trade fair which will be held at the Messe Frankfurt Exhibition Center in Germany’s Frankfurt City in mid-February next year, the organizer said.

The figure proves the interest of Vietnamese firms in the international market, stated Stephan Kurzawski, senior vice president of Messe Frankfurt, the organizer of Ambiente. Vietnamese enterprises must ensure their products’ quality and design and secure their supply capacity to benefit from the trade fair, he told a press briefing on October 17 to introduce Ambiente.

At the event held early this year, 60 Vietnamese firms out of nearly 4,500 firms worldwide registered to join the event. However, the event could not accommodate all of them, Kurzawski remarked.

Ambiente will create an opportunity for exhibitors to meet with each other, exchange new trends in the furniture sector and seek cooperation opportunities. The event will feature three separate product segments: dining, living and giving.

However, domestic firms find it hard to participate in large international events due to their limited capital capacity. It is more difficult to secure orders at these events, as Vietnamese enterprises are inexperienced in attracting international visitors to their booths at large fairs.

Besides the quality and design of their products, Vietnamese enterprises must be able to produce a large volume of products to become partners of hotel and restaurant chains.

In addition, employees who can speak English are crucial to the success of enterprises participating in the event, stated Erdmann Kilian, director of marketing communications for Ambiente.

The event is a good opportunity for enterprises to build relations and introduce their products and production capacity, Kilian stressed, adding that if the enterprises’ staff cannot understand English, they may have difficulty achieving their goals at the event.

Last year, Vietnam exported nearly US$8.5 billion worth of wooden products, up 14.5% over the previous year. These products have entered selective markets such as the United States, Europe and Japan, according to statistics from the Vietnam Timber and Forest Products Association.


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