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):
From toys to decorations, from live shopping to retail, and from clearance items to promotional goods: at the 41st International Trade Fair for Retail Promotions and imports (IAW) in Cologne, 260 exhibitors—including 26 first-time exhibitors—presented a diverse range of products and new retail trends. Around 5,000 trade visitors from more than 65 countries were able to close lucrative deals and expand their expertise at the fair. Even in a challenging market environment, the IAW continues to stand out as a bridge-building force in international trade.
Project Manager Kerstin Manke draws a positive conclusion: “The 41st IAW fair sent an important message to the retail world: even amid challenging global and economic conditions, face-to-face interaction at the IAW provides confidence and helps companies to position themselves for the future.”
The IAW trade show revolves around the widely diversified product ranges of its exhibitors, who expressed their satisfaction in spite of the price-conscious consumer sentiment on the market: “We’re always very happy with the organisation of the fair and the quality of its visitors. It’s always a positive experience for our company because we connect with great new customers,” says Samuel Ben Béhé, CEO of Fornord import Distribution. Zaid Kaisi, Sales Manager of SaSa Trading, is also pleased: “We were completely swamped by customers. We didn’t think we’d be able to make sales so quickly, but many of our products are already sold out. We’ve acquired lots of new customers and have had the chance to really make ourselves known. Everyone comes together in one place here, which means that the IAW is a great place to make contacts.”
Ulrich Zimmermann, Managing Director of Nordwestdeutsche Messegesellschaft Bremen-Hannover mbH, confirms that the IAW trade show is committed to precisely this mission: “Since its very first edition, the IAW has aimed to support retailers in finding solutions to the very issues facing the industry. With attractive exhibitors and an exciting supporting programme, we’ve succeeded in creating an environment that fosters forward thinking and helps to address the challenges facing the retail sector.”
The U.S. live-shopping platform whatnot showcased new retail methods at its booth. “whatnot combines entertainment and shopping. In this interactive format, purchasers can find great deals and a vast product selection, all while enjoying the human touch,” explains Marketing Manager Leon Niemeyer. These are precisely the strengths that have always defined the IAW: a friendly atmosphere, international connections and innovations from the world of retail.
First-time exhibitors at the 41st IAW were also quick to take advantage of this opportunity. Obsession AG deals in home textiles and came to the IAW with the goal of making new contacts. “It’s going amazingly well—we’re really satisfied and can’t stop smiling,” reports Meg Yousofi, Head of Sales at Obsession. “We’ve met customers we hadn’t been able to reach before.” Uwe Holzvoigt also views the 41st IAW in a similarly positive light. With his company Anytrade he acts as a distributor for the HAVIT brand. Holzvoigt highlights the very international audience, featuring a diverse range of buyers and productive discussions.
At the IAW customers can order a wide variety of products on the spot and at competitive prices, which is exactly why Muhammad Suleiman is attending the trade show for the second time: “At the IAW you’ll find a highly varied range of products—you can buy just about anything there.” With his company IPEKYOL he is currently building up a base in the beauty products sector. Caroline Schömel, who is visiting the IAW for the first time as Sales & Partner Manager at Vergleichshai GmbH, highlights the same product selection. “There are many companies from all over Europe and worldwide, which is exactly what the trade show is all about for us. You’ll find a variety of products here that you won’t find anywhere else.”
Trade visitors simultaneously received new inspiration for online retail, with 34 speakers sharing practical insights and expertise with their audience in the E-Commerce Arena. The programme there covered all the topics currently shaping e-commerce: compliance, content and product images were featured alongside AI workflows, Amazon and the latest developments in social commerce. Michael Frontzek is the founder of the Amazon agency mi-commerce and the organiser of the E-Commerce Arena. He sees the additional value it provides primarily in the diversity of topics: “So far, we’ve received nothing but positive feedback from audiences and speakers. Visitors receive a great deal of free input here,” commented Frontzek on the last day of the trade show. Thanks to the insights gained from the presentations and discussions with exhibitors in the E-Commerce Quarter, which brings together leading players in online retail around the Arena, visitors gain the know-how they need for the successful online marketing of the products they purchase at the IAW. For the next edition of the E-Commerce Arena, Frontzek is planning to place even greater emphasis on TikTok and social commerce: “Social commerce is currently the fastest-growing sector, and live shopping is also becoming increasingly relevant,” says the e-commerce expert.
With the very latest product lines, valuable industry expertise and a productive atmosphere for business discussions, the IAW has once again used its 41st edition to confirm its status as a key platform in international trade. The next IAW trade show will be held from 9 to 11 March 2027 in Halls 6 and 9 of koelnmesse, Cologne’s conference centre, taking place concurrently with Asia-Pacific Sourcing.
