11:00 | 27/02/2020 Trade
(VEN) - Trends, new products and international business are traditionally the main focus at Ambiente, the world’s largest consumer goods trade fair, which took place from February 7 to 11 in Frankfurt, Germany.
Tastes and smells of Vietnam
Ambiente 2020 attracted more than 60 Vietnamese businesses, who welcomed buyers from all over the world during the five-day event with the country’s unique handicrafts.
Many Vietnamese businesses have an international reputation and have achieved large orders due to regular participation in Ambiente Frankfurt. In the 2020 edition, the Minh Long I Ceramics and Porcelain Wares Co., Ltd. introduced new products with modern, diverse and novel designs. Company representatives used its dishes to prepare food at the fair, attracting visitors with the aromas and flavors of authentic Vietnamese cooking.
Pham Hong Quang, director of the VietS Co., Ltd., said Ambiente is one of the most efficient trading posts for fine art, handicraft and consumer goods. Participation in the fair provides the company with access to new customers and helps it with market penetration. “With 75 percent of orders being mainly exported to Europe, the company has paid special attention to designs,” Quang said.
Le Quynh Nga, director of Bamboo Straws Vietnam, said the company was participating in Ambiente for the second time. Although this year’s fair was affected by the impact of the Coronavirus disease (Covid-19) and Storm Ciara, the company’s products still drew buyers’ attention. The company’s products are mainly exported to Europe and the company hopes its Ambiente participation will expand its distribution channel.
Regular participation in Ambiente has provided opportunities for Vietnamese businesses to maintain connections with customers and gain access to new ones, penetrate target markets, and catch up with development trends. Initial connections made at the fair often turn into long-term business relationships, contributing to export of made-in-Vietnam handicrafts and consumer goods.
First fair to face Covid-19 travel effects
As the world’s leading international trade fair, Ambiente covers products for the table, kitchen and household, gift articles, jewelry, wellness and fashion requisites, as well as decorative products, interior design concepts and furnishing accessories. Ambiente had grown to 4,635 exhibitors from 93 countries and territories, covering an area of 310,240sq.m.
Ambiente 2020 was the first leading trade fair to face the effect of the Covid-19 on travel. Storm Ciara likewise had a noticeable effect. However, business in the halls did not suffer as much as expected. About 108,000 buyers from 160 countries attended the 2020 edition, seeking inspiration and looking to products for their new collections. As many as 62 percent came from outside Germany.
Detlef Braun, member of the executive board of Messe Frankfurt, said this year’s trade fair really did face enormous challenges, but exhibitors assessed the situation correctly. Satisfaction ratings among visitors continued to be at a robust level of 95 percent, and large numbers of orders were placed.
Alexander Selch, CEO of Reisenthel Accessoires GmbH & Co. KG, said: “What impressed me at Ambiente 2020 was the quality of the conversations we had. Ambiente 2020 has also been extremely valuable in the development of our international brand recognition. The international response was outstandingly good and we gained many new customers.”
HoReCa, as it is known - short for “Hotels, Restaurants/Cafes” - provided a perfect port of call for national and international decision-makers in the hospitality segment, including hotel chains, restaurant owners, caterers, cruise lines and airlines.