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| Hue businesses’ booths attracted many visitors. Photo: Promotion Center |
Increasing revenue
Honey and instant salted coffee were among the products introduced by Alufa Trading Co., Ltd. at the 1st Autumn Fair 2025 held in Hanoi this past October.
Mr. Pham Ngoc Anh Phuong of Alufa Trading Co., Ltd. shared that “as this was the company’s first time participating in a fair, and with the main goal of introducing Hue products to customers, Alufa did not set high expectations. However, the company’s products received very positive feedback from visitors. During the 10-day fair, the booth welcomed more than 500 visitors per day on average. On weekends, the number rose to 1,000–1,500 visitors. This was an opportunity for us to introduce our products and increase revenue. We also met many potential partners and large distributors and learned a lot, from preparation and booth organization to product standardization.”
Aside from Alufa, the 25 Hue enterprises participating in the Autumn Fair with the support of the city’s Center for Investment, Trade and Enterprise Promotion also received positive customer feedback.
Ms. Nguyen Thi Kim Lang of Bach Nghe Bup Sen Co., Ltd. expressed her excitement, noting that Hue businesses made a strong impression on customers and partners at the Autumn Fair. This was thanks in part to the meticulous preparation of booths that highlighted Hue’s distinct identity and style. Despite difficulties transporting goods to the fair due to flooding in Hue at the time, sales were strong. “All our products sold out, and we had to continuously send additional goods to meet customer demand.”
Many other businesses also stated that they no longer participate with a “just to see” mindset as before, but instead prepare carefully, from product display designs and sample testing to assigning specialized staff for negotiations, so they are ready to sign long-term business agreements with partners.
Seeking partners
The key attraction of Hue businesses at trade fairs lies in their product quality. Most products showcased have been pre-screened to ensure quality, brand credibility, and attractive packaging. The Center for Investment, Trade and Enterprise Promotion also fully covers transportation, booth, and promotional costs. This support provides strong motivation for Hue enterprises to confidently introduce their products to the market.
In reality, the appeal of large fairs like the Autumn Fair lies not only in their scale but also in the way commercial networking activities are organized. In addition to product promotion, business-matching sessions are arranged throughout the event, grouped by sector, giving enterprises more opportunities to meet potential partners and making it easier to introduce their products. Through these activities, businesses can also learn about the quality requirements and standards expected by distributors, enabling them to adjust and refine their production and business practices accordingly. This is also why Hue businesses increasingly focus on product design, packaging, and quality certification.
At a recent trade fair in Hue, Mr. Nguyen Duc May of Kinh Do Specialty JSC shared that for a business to succeed in trade promotion, beyond product quality and packaging, it must also optimize customer experience, possess strong negotiation skills, and pay close attention to invoice and documentation requirements.
From the perspective of the organizing unit, leaders of the Center for Investment, Trade and Enterprise Promotion emphasized that the effectiveness of trade fairs lies not only in on-site revenue but also in the network of business connections formed. Therefore, in all trade promotion events organized or coordinated by the Center, special attention is given to networking and expanding cooperation. Businesses must be proactive in investing to enhance their negotiation capabilities, product quality, brand reputation, and compliance with legal standards.
Trade promotion efforts are only truly effective when businesses take the initiative to upgrade their products. At the same time, supportive policies from local authorities and relevant agencies act as a catalyst that boosts successful trade promotion activities.