德国科隆国际促销产品贸易博览会(IAW)是德国最重要的促销和流行趋势产品的订货会，从2005年开始举行，一年两届，分春秋两季举行（每年3月及9月举行）。其涉及产品多种多样，是德国及欧洲顶级采购人员的行业展示之窗。在科隆举行，欧洲的大部分用于宣传和引领潮流的主导产品订单将会发生，很快成为来自德国和整个欧洲的顶级买家的选择。它成功地让参展商和游客人数持续增长。它像一个零售贸易峰会，完整范围的事实，可以找到地图，和秩序 - 零售和主题促销产品。 大厅占地22.000平方米，200多名来自许多国家和进口参展商将举办一个优秀的展示。
观众目标群体：大型日用品超市、低价位市场、连锁超市、采购组织、邮寄销售商，小型零售商、家具及建材超市的采购人员。此外IAW展会现在首次推出免费在线展位。如预定展位面积达到30平方米，每个展商可在zentrada.network 获得专享互联网在线展示厅，该网站是德国和欧洲首要消费品采购及商业网络。这样您可最佳地提供您参展产品信息。您可最多提供75种产品，包括价格。这些产品自报名参展起直至展会后四个星期将在上述网络展出。这就是当今的销售方式。
1. 国际性强 来自27个国家的200个展商和6000名专业观众会聚于这个盛大集市；
2. 品种繁多 展出各个商业领域产品，展览面积24000平方米；
3. 专业性强 有6000名专业观众参加，其中为德国和欧洲的各个商业连锁店的采购人员；
4. 展览地点好 国际促销产品展(IAW)在欧洲最富有活力的经济中心地带举办，商业实力雄厚的比利时、荷兰和卢森堡三国近在咫尺；
5. 高值展位 展位租金十分优惠，行列展台每平方米85.50欧元起〔早预定者有打折优惠〕；
6. 媒体效应好 有众多媒体在场，为展览产品提供最佳媒体宣传效果。最大的电视台和专业媒体将伴随展会；
7. 个性化服务 提供个性化量身定制广告服务：例如免费商业客户入场券、邀请卡、网页在线图片广告或产品目录免费广告；
8. 高附加值 免费参加具有强媒体效应的产品竞赛，即IAW产品大奖赛；
9. 商业实用信息 IAW 流行趋势论坛在展会期间将每天免费提供各种商业实用信息；
10. 额外服务提供各种额外服务：免费展会饮食、折价火车票和酒店客房、免费入场券等。
展品范围(Show Products):
食品和饮料，卫生用品和化妆品，纺织品及布料，体育休闲用品，玩具，电子产品，家用产品和办公用品，花卉植物和园林产品，季节和流行产品，业余制作工具及五金产品，礼品、首饰和钟表，小家具及饰品，宠物用品。
展会报告(Show Reports):
When innovative exhibitors showcase diverse product ranges and conversations turn into business deals, it means that the key players in global trade have once more gathered at the International Trade Fair for Retail Promotions and imports (IAW). From 24 to 26 March 2026, the 40th edition of the IAW fair took place at the Cologne Exhibition Center. Accompanied by a top-notch program, around 4,900 trade visitors met with 280 exhibitors from 25 countries to view new product lines, negotiate attractive deals, and learn about the latest trends in the retail industry. In its anniversary edition, the IAW once again positioned itself as a leading trade show in the international market environment.
Project Manager Kerstin Manke is optimistic in view of the event’s success: “I’m convinced that we have made a significant contribution to the retail sector with this 40th edition of our trade fair. At a time when the market is being put to the test by rising energy prices and geopolitical tensions, the IAW fair serves as a powerful link between the various players in the retail industry.”
The core of the IAW trade show is the diversity of its exhibitors and their innovative product ranges. The Italian company International Tex Trade participated in the IAW once again and Gioele Cozzolino, the company’s Sales Director, highlights the trade show’s success: “We’re very satisfied. People we hadn’t seen in recent years came back to us and we were able to reconnect with them. As a result we managed to secure some lucrative orders and schedule a number of meetings. He sees particular value in the IAW trade show’s role as a hub for international customers: “We meet many people here from non-European countries who are looking for European quality.”
Niklas Mertens, a sales representative at Expo-Börse GmbH, also appreciates the diversity and international nature of the clientele: “At the IAW we attract many new customers who aren’t just from the clearance goods sector. They come here to snap up bargains and diversify their business strategy.” He notes that his company was also able to make many new business contacts and secure some valuable orders at the 40th edition of the IAW.
These contacts are invaluable at a time when the future of the retail sector is constantly being redefined. Geopolitical tensions, rising energy costs and economic uncertainties are weighing on the industry and are also affecting exhibitors at the IAW. Ralf Benzler, Regional Sales Manager at STYLEX GmbH, states: “The market is currently a big question mark. Companies are paying increasing attention to their inventory levels and want to sell their products faster – overall volumes are shrinking.” He views innovation, flexibility, and a keen sense for trends as essential skills for a company wishing to remain competitive in this situation. What role does the IAW trade show play in this? “The IAW is increasingly becoming an information exchange where you can fine-tune all the details. It’s a platform where you can follow up with new customers and interested parties. Personal discussions are the only real way to figure out where the journey is heading.”
The IAW is also frequently used by new exhibitors as a platform for strategic development. At the 40th edition of the trade fair, no fewer than 58 newcomers showcased fresh product lines in the exhibition halls. Mehmet Emin Arli attended the IAW with his company, Arli GmbH, in order to further develop his business strategically. “We wanted to establish a presence here, partly to understand how the market for clearance items and promotional goods operates and how retailers make their purchases.” After 17 years of online operations, the company now aims to establish itself in bricks-and-mortar retailing as well. Mr Arli’s conclusion is thoroughly positive: “Customers come here to make purchases, not just to visit a trade show.”
Uwe Alsen, who was exhibiting at the IAW for the first time with his company Alsen Handelshaus GmbH, draws a similar conclusion. In addition to connecting with new customers, he sees the added value of the trade show in the opportunities it provides for networking and inspiration: “In our market, you have to be quick and respond to trends. At the trade show we get direct feedback on our product range and can also connect with competitors.”
At the IAW, industry professionals have the opportunity to incorporate these new market trends directly into their stocks, and visitor satisfaction with the event was correspondingly high. Bassem Chour, Operations Manager at BaMu Post und Bürobedarf GmbH, was attending the IAW for the first time. His verdict is unambiguous: “The trade fair went really well for us.” In his view the IAW is not only a place to find new suppliers, but also a source of inspiration and ideas. “Visiting the trade show makes a lot of things easier for us. Here you can hold the products in your hands, talk to the right people, and get things done right away,” states Bassem Chour at the end of his visit.
The IAW trade show is worthwhile for visitors and exhibitors not only because of the valuable discussions it enables, but also thanks to an impressive supporting program. At the 22nd edition of the E-Commerce Arena, e-commerce experts shared experiences, tips and insights from their own success stories. “I’m very pleased with how things went,” said organizer Michael Frontzek on the final day of the show. “We had a very high-calibre line-up. The topics ranged from marketplaces via AI and tools to hacks. Our visitors received everything they were looking for and experienced a significant impact.” The stage is surrounded by the booths of the E-Commerce Quarter, where leading players in online retailing present their products and services.
The IAW trade show is worthwhile for visitors and exhibitors not only because of the valuable discussions it enables, but also thanks to an impressive supporting program. At the 22nd edition of the E-Commerce Arena, e-commerce experts shared experiences, tips and insights from their own success stories. “I’m very pleased with how things went,” said organizer Michael Frontzek on the final day of the show. “We had a very high-calibre line-up. The topics ranged from marketplaces via AI and tools to hacks. Our visitors received everything they were looking for and experienced a significant impact.” The stage is surrounded by the booths of the E-Commerce Quarter, where leading players in online retailing present their products and services.
With fresh product ranges and a friendly, productive atmosphere for discussions, this 40th edition of the IAW trade show established itself once again as the leading event in the international retail sector, even in the face of a challenging market situation. Visitors and exhibitors benefited not only from productive new business contacts, but also from industry insights and exclusive presentations.
The next IAW trade fair will take place from 8 to 10 September 2026 in Halls 6 and 9 of Koelnmesse, Cologne’s Exhibition Center.
