Leaving Lebanon at the age of 19, entrepreneur Ayad Al-Saffar is the owner of several Sweden’s renowned department stores, including Åhléns, Designtorget, Åhléns Outlet, DASHL, Ur&Penn and INNO. Since the 1990s, he has participated in the Canton Fair, from which he has built his wholesale empire in Sweden from the ground up, utilizing the resources available at this largest trade fair in China.
(Photo provided by the interviewee)
“Wallet openers” crucial to boost sales volume
According to Ayad, he consistently looks for some ‘wallet openers’ at the Canton Fair, which he considers one of the keys to his business expansion. A ‘wallet opener’ is an item that he can offer at a competitive price to entice customers into his stores, encouraging them to open their wallets to spend more on additional products.
“Customers typically assess additional purchases after acquiring the cost-effective products. These ‘wallet openers’ at the Canton Fair are crucial to our business strategy,” he explained.
The jewelry boxes Ayad discovered at the Canton Fair served as one of these ‘wallet openers’ he used to attract attention. “I saw a small booth at the Canton Fair, and the following day, I visited their factory, which is just an hour away from the Fair. I was amazed by both the pricing and the quantity available. Suppliers I encountered at the Canton Fair have been very supportive in terms of stable supply and good prices.”
“It’s always interesting when you have a small jewelry box that you sell for 4 euros. It contributes to a 1.3 percent growth in your total margin,” he added.
“Canton Fair enables me to dream big”
Acquisition is a crucial strategy for Ayad to expand his wholesale empire, but losses occur from time to time. To transform a struggling company into a profitable business, Ayad’s solution is to attend the Canton Fair and source products directly. “I can always find products at competitive prices and sell them in large quantities, making our items competitive even against online shopping giants. The Canton Fair is the best resource to bring all my plans and strategies to fruition.”
(Photo provided by the interviewee)
“Expanding is not an easy task, especially when department stores around the world are closing or going bankrupt,” Ayad explained that the Canton Fair makes him feel confident and secure in the expansion of his business landscape. “I’m still opening more department stores because I know that I can dream big with the resources I find at the Canton Fair. The products I found at the Canton Fair account for 35 percent of my sales volume, and I plan to raise this ratio to 40 percent.”
“You must always come to the Canton Fair. Always!”
When asked to share his key takeaways as an experienced participant, Ayad said, “You must always come to the Canton Fair. ALWAYS.”
“I can always find new suppliers and innovative ideas at the Canton Fair. I can also find better prices to compete with those offered by my previous suppliers. I need to stay updated on market trends. “This is why Ayad continues to attend every session, even though he has reliable suppliers and is supported by a team in Shanghai.
Ayad, at the age of 60, remains spritely and passionate about each of his Canton Fair tours. He is determined not to waste a single minute or miss any opportunities. While in Guangzhou, “every morning, I wake up at 6:45 am and depart for the Fair. I leave the complex at 6:00 pm, the last minute before the Fair closes.”
