The “Expo 2004” exhibition which took place last week was a big event.
Besides Armenia, there were eight countries and 170 pavilions in the
lobbies of all six floors of the government building #3. In general,
the exhibition was impressive and eye-opening. Business was going good,
a lot of people were interested in the products, the variety of items
put up for sale, and the furnishings and styling of the place were well
done. This year’s exhibition surely differed from the exhibitions of
the past years with its variety, activeness, and the methods used for
organizing the event. It’s great to know that we Armenians have finally
learned how to present ourselves to consumers. However, when I say “we
Armenians” I mean that in a metaphorical sense. As you walk around the
exhibition hall, you notice a lot of imported items. European paints
and equipment, Iranian every-day chemical products and silverware,
construction materials from Russia which were presented by the
dealer-companies of the private owned branches in Armenia. There were
many representatives of foreign companies who are not very popular in
Armenia. Those companies are either just penetrating the Armenian
market or they are still observing the supply and demand. The workers
of the pavilions clearly explained that their companies have outlooks
for widening the Armenian market and the small quantities and
difficulties with shipping and handling didn’t seem to bother them that
at all. For example, there was one complete pavilion starting from
women’s wear making its way to the “Belaz” truck tires. This was the
Belarus pavilion. Adviser of economic issues of the embassy of Belarus
Alexander Solovlov said that they foresee the sale of products despite
the fact that there is big competition.
In the midst of all these pavilions, there was a lack of Armenian
products produced in Armenia. Although there were some services for
nutritional products and some industrial spheres which pleased the
Armenian consumer. There was also the absence of many brand names. The
main reason for the lack of Armenian products was that for some
companies participation in the “Expo-2004” wasn’t going to improve
marketing or help those companies establish contacts with other
businessmen. This explains why most of the companies who had filled out
an application form for participating in the exhibition had left out
the part entitlted “Purpose for Participation”. Even during the
interviews, each company representative stated that they are only
participating in the exhibition for their image and that they see no
positive outcome. A question arises: If the exhibition really does not
help strengthen the local market, are the foreign companies really that
simple-minded to waste their money? Or is it just that the Armenian
producers, in contrast to foreigners, simply don’t appreciate the
possibilities of further development of the local markets and are ready
to give up their money to the foreigners without leading negotiations?