你有怀疑广交会的价值吗？The Thought From Can
自开始关注并且投入到广交会中去后，不难发觉参展的企业也越来越少，常见的企业面孔也逐渐退出广交会这个大舞台。都说广交会是外贸人的一大盛事，想必很多人都会十分关注并想方设法透过这个大舞台大展身手。但是对于广交会显示出来越来越不乐观的数据，相信不少企业都开始渐渐怀疑广交会的价值何在？
Since I have paid attention to and put into Canton Fair, It's not hard to find that the number of companies to attend is less and less and the familiar face has disappeared from Canton Fair gradually. It's well-known that Canton fair is a great event which numerous people would show solicitude for and show themselves via various methods. However, the data of Canton fair is more and more optimistic. And I believe some companies start to doubt the value of Canton fair.
每年花费大量的资金去投资展会，但是收获和付出不成正比，难免会让不少企业开始深感有心无力。从而开始寻思着是否投资展会是必须的出路，慢慢开始寻求其他出路。
Every year, large numbers of capital are invested to the fair, but the input and output is not equal, which will make many companies begin to feel powerless. And they wonder whether it's an integrant way to invest fair as well as seeking other ways.
广交会历史悠久，有人因为广交会成功，有人吐槽广交会的没落。但是存在即合理，当大部分企业和外贸人开始抱怨广交会这个营销渠道已经过时的时候，是否更应该好好思考，为何自身并没有因为广交会而收获更多，反而开始逐渐计较更多得失？
Canton fair has a long history that someone succeeds while others ridicules the fall of it. But existing is plausible. When most of the companies and reign traders complain the distribution channel of Canton fair is out-fashioned, actually they should think deeply why they don't get so much but become more care about the loss and gain.
一、 企业必须要反思并不断挖掘自身的竞争潜力
Companies must reckon themselves and explore their competitive potential continually
每年都有人说到今年是经济最困难的一年。但是却有更多新企业如雨后春笋，逆流而上，不断自我反思，自我挖掘自身的优势，成为同行中的佼佼者。
Every year, there is someone who says this year is the most difficult year in economy. But there are more new company springing up, swim against the current, keep Self reflection, explore their own strength and become the leaders in the peer.
企业在思考如何开拓更多更好的销售渠道时，更应该在根本上不停提升自身产品的竞争力和同行中的优势。都听闻很多买家反应中国供应商的产品都是没什么差别，就是同质化较为严重。好的受欢迎的产品，当然大家都会相拥着去模仿生产。但是在现在国际经济的发展趋势和终端消费者的需求，中国供应商必须要开始由“制造”向“造”和“质造”相结合去创新，不断提升挖掘自身的竞争潜力。你若是止步不前，不着手开始研究终端消费群体的需求去创新自身产品，相信即使你找到更多的营销的渠道，那也是白搭的。宣传做得再好，没有实在好的产品，也是没法说服消费者的。
When thinking of how to explore more and better distribution channel, companies should basically and continually improve the competitiveness of their products and strength among their peer. It's heard that many buyers claim that the products supplied by Chinese suppliers are not distinguished, which means the homogenization is pretty serious. People are inclined to motivate and produce the good and popular products. But because of current international economy trend of development and the demand of terminal users, Chinese suppliers need to make innovation from manufacturing to both intelligence creation and quality creation, and promote and explore their own competitiveness potential continually. If you cease to advance and not start to study the demand of terminal consumers in order to innovate your products, it's useless; even you find more distribution channels. It's impossible to persuade consumers without good products, no matter how excellent your advertisement.
所以，当你陈旧的产品款式往广交会的展架上一摆的时候，那么请别再抱怨吐槽广交会的人流量少，成交金额不停下降，根本没实效。而企业更多思考根本的产品创造的问题。
So, when you display the out-fashioned goods on the shelf, please stop complaining that the number of visitor is little, the transaction amount keeps falling, and there are no substantial results. Companies should think a lot about the basic problems of products creation.
二、 外贸人是否全身心投入到展会中去了？
Do the foreign traders put their heart and soul into the exhibition?
每每到展会中的时候，都会见到不少参展人在展位悠闲地翘着二郎腿，津津有味地与身边的同事闲聊，或者八卦地打听隔壁展位的消息，更有甚者面无表情地坐着。假如我是采购商，在此展位的产品没有足够的吸引力的情况下，见到如此懒散的人员，进入展位的意愿肯定大大降低。更何况路过的采购商都是目的性很强的，如果你不热情介绍产品，采购商很可能就直接在你眼皮低下溜走了。不少外贸人参完展会后，回来就各种吐槽：哎呀，广交会真的一点用都没有啊。每天那么累，收集到的客户资源却是少之又少，为啥？
Every time I go the exhibition, I would see lots of people sit cross – legged and leisurely at the stands, chat with colleagues happily and ask about the situation of near stands, even someone sit poker-faced. If I were a buyer, when the products are not so attractive enough, seeing the lazy exhibitors, I would be less willing to enter the booth, not to mention that the buyers are with big intention. If you don't introuduce products with great passion, buyers will split away. After the exhibition, many exhibitors would complain that the Canton fair is useless and the collective customer's resources are so few.
但是参展的外贸人，请适当正视自身的参展态度，如若你以守株待兔的姿态静静呆呆地等候客户送上门就想有大收获？不好意思，真的没有这么好做的生意。
However, As for the foreign traders in exhibition, please face your own attitude appropriately, and don't think of having a good result for just sitting for the customers. Unfortunately, it's not so easy to run business.
其实，广交会真的是个传统而且有优势的外贸渠道。生意如赌场，有人输，就会有人要赢，但是你真的准备好了，那么赢的几率当然就高。
In fact, Canton fair is a traditional and beneficial distribution channel. Business is like a casino that some lose while others win. If you really prepare well, the rate of success is high.
所以对于广交会各种冷潮和吐槽下，阿连给予以下两点建议：
Therefore, when it comes to the insulting to Canton fair, I have following two advises:**
一、为什么要参加广交会？Why attend the Canton fair?
发布新产品，获取客户，增加曝光率，了解并且增进与客户之间的交情。广交会的客户跟自身企业未来市场发展匹配吗？
Launch the new products, attain customers, increase exposure rate and understand and improve the relation with customers. Are the customers from Canton fair matched the future market development of your company?
二、做好参展的功课了吗？Have you learnt the knowledge of exhibition?
因为广交会属于综合性展会，譬如：小家电产品一般都是选择在第一期。展位选好了吗？装修设计好了吗？样品宣传物品全部都更新到位了吗？
Canton fair is a comprehensive fair such as the small household electrical appliances usually held in the first session. Do you pick the stands? What about the decoration and design? Are all the samples and brochures renewed?
阿连见过最随意的参展商就是，摊位号跟宣传上不一致，或者马马虎虎地把几个样品随意向展架上一摆，就当作自己已参展。
The most informal exhibitor I have met is that his booth number is not match theadvertisement, or he just displays the products on the shelf optionally to show he has attended the fair.
外贸从业者们，不要认为自己真的吃透了广交会，看透了太多广交会成为老广交了。不改变自身的思维，谁也没法拯救你的。
As for the foreign trades, never think you know thoroughly about the Canton fair after attending so many fairs. If you don’t change your mind set, no one can save you.
