外贸展会推广实战：如何高效利用海外展会获取客户

外贸展会推广实战：如何高效利用海外展会获取客户

Practical Guide to Overseas Trade Shows: Effective Strategies for Foreign Trade Promotion

最近外贸行业热议的话题莫过于各地政府组织企业参加海外展会。江浙、四川等地组织上万家企业赴国外参展，场面看似壮观，但实际效果如何呢？

As a hot topic in the foreign trade industry recently, local governments organizing enterprises to participate in overseas exhibitions has attracted much attention. Although provinces like Jiangsu, Zhejiang and Sichuan have organized tens of thousands of enterprises to exhibit abroad, how effective are these exhibitions really?

首先我要泼一盆冷水：大多数这类展会效果并不理想。作为从业多年的外贸人，我想分享一些关于展会效果的实战经验，以及如何真正有效地参加海外展会。

First, let me pour some cold water on this: most of these exhibitions yield disappointing results. As a veteran in foreign trade, I'd like to share some practical experience about exhibition effectiveness and how to truly make the most of overseas trade shows.

三大核心展会经验分享

Experience with Three Major Trade Shows

我们主营厨房家居用品，在这个行业有三个真正有效的展会：

We specialize in kitchen and household products. In this industry, there are three truly effective trade shows:

1. 广交会 - 效果最好的展会，是我们公司的主要客户来源渠道（后续会专门分享广交会经验）

1. Canton Fair - The most effective exhibition and our company's main customer acquisition channel (will share more about this later)

2. 法兰克福春季展(Ambiente) - 秋季展(Tendence)效果极差，我们曾被官方建议先参加秋季展才能申请春季展，结果在展会上打了三天麻将，最终春季展名额还是通过中介购买

2. Frankfurt Spring Fair (Ambiente) - The autumn exhibition (Tendence) has very poor results. We were once advised by the organizer to attend the autumn show first to qualify for the spring show, only to play mahjong for three days at the exhibition, and eventually had to buy spring show slots through intermediaries

3. 芝加哥展(IHA) - 一直通过中介预订，2019年展会取消后，中介只退了几千元并告知公司已倒闭

3. Chicago Show (IHA) - Always booked through intermediaries. After the 2019 show was canceled, the intermediary only refunded a few thousand yuan and informed us their company had gone bankrupt

此外，我们还参加过俄罗斯、土耳其、沙特、越南、巴西、肯尼亚等多个小型展会，基本都没有效果。

Additionally, we've participated in many small exhibitions in Russia, Turkey, Saudi Arabia, Vietnam, Brazil, Kenya, etc., with almost no results.

为什么多数展会效果不佳？

Why Do Most Exhibitions Yield Poor Results?

关于这个问题，我将在下个视频中详细分析。如果您想了解如何选择真正有效的海外展会以及展会营销的正确方法，请点赞关注！

I'll analyze this question in detail in my next video. If you want to learn about how to choose truly effective overseas exhibitions and the right way to do exhibition marketing, please like and follow!