Business to business marketing in the leather industry has evolved a pattern that generally places marketing as a peripheral activity and trade shows at the centre. Marketing is generally viewed as sales support to help a direct sales force with administration and tactical promotions activities. Yet, with so many trade shows in the calendar, in so many countries, the role of the trade show in the marketing and communications mix is being questioned in many sectors. The famous Supershow in Atlanta, noted for its 100,000 visitors, has shrunk to faint memory, the major players no longer attend golf's biggest show at the PGA Orlando, and summer ispo looks under threat. Specifically, in the leather sector the long-running Semaine du Cuir eventually caused its own demise and now even APLF in Hong Kong could be overshadowed by Shanghai in the not too distant future. One important lead group in the leather industry includes the chemical companies and it is significant that this October, for the first time, all five of the major chemical companies were absent from TanningTech. The official post show press release made the point that "the significance and role of trade fairs is currently under the microscope and TanningTech cannot avoid analysis or self criticism. Contacts between the organisation, exhibitors and visitors are intense and the best counter measures will certainly be studied in the coming weeks". What does all this imply, and, just as important, what role should trade fairs play in the leather industry?
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机译：皮革行业的企业对企业营销已经发展出一种模式，通常将营销作为外围活动和贸易展览置于中心。营销通常被视为销售支持，以帮助直接销售人员进行管理和战术促销活动。然而，由于日历中有如此之多的贸易展览会，在如此之多的国家，贸易展览会在营销和传播组合中的作用在许多领域都受到质疑。亚特兰大著名的超级秀场以其10万名游客而闻名，已经缩为微弱的记忆，主要球星们已不再参加在PGA奥兰多举行的高尔夫最大的表演，夏季ispo受到威胁。具体来说，在皮革行业，长期运行的Semaine du Cuir最终导致了自身的灭亡，现在即使在不久的将来，香港甚至连上海的APLF都可能被上海黯然失色。皮革行业中一个重要的领导小组包括化学公司，很重要的是，今年10月，TanningTech首次缺席了五家主要化学公司。展会后的官方新闻稿指出：“贸易展览会的意义和作用目前处于显微镜下，TanningTech无法避免分析或自我批评。组织，参展商和参观者之间的联系非常紧密，最好的对策肯定是在未来几周内进行了研究”。这一切意味着什么，同样重要的是，交易会在皮革行业中应扮演什么角色？
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