Women spend money on bags, men spend money on fishing

Whether it is the loneliness of middle-aged people or the onlookers of young people, the fishing industry has attracted more attention this year.

According to data provided by Tmall to Jiemian News, during the 618 period of this year, more than 300,000 consumers bought fishing gear every day. The "2018-2024 China Fishing Gear Industry Deep Monitoring and Investment Prospect Forecast Report" released by Zhiyan Consulting shows that the annual sales revenue of my country's fishing gear industry in 2017 was 17.02 billion yuan, and the market size of my country's fishing gear industry was 8.23 ​​billion yuan. It is expected that China's domestic fishing gear consumption market will grow at a rapid rate of more than 10% per year in the next few years.

People are obsessed with fishing, perhaps a gambler psychology.

"Fishing has a very good feedback mechanism, which can reap the fish." Chu Wen said, "Each rod is thrown out. When the fish bites the hook, it may be a big fish or a small fish. There will be expectations and there will be some Surprise.”-This kind of uncertainty is not only addictive, but also like opening a blind box.

In addition to this feedback mechanism, fishing also gives a similar stimulation to the upgrade of monsters in the game. "Skills, fishing position selection, line group matching, and bait ratio are all exquisite...fishing is also skillful. It is easy to cut the line and get off the hook if you don't slip. The difficulty lies in the great strength of the fish. , Maybe the fishing line’s pulling force is limited and it will be broken, the hook may be unsteady and the fish may be unhooked, or the fishing rod may be pulled off by too much force.” Chu Wen said, and all these profundities push the angler to practice continuously, to challenge.

For a long time, fishing has been a niche outdoor recreational sport. Most of the brands' marketing methods are to organize fishing events or sponsor fishing programs. For example, JiaDiaoNi has cooperated with Hunan Satellite TV Happy Fishing Channel and Tmall. Held a "5.18 Tmall Happy Fishing Festival". However, the consumer groups that these measures can reach are still those who are interested in fishing itself, and the entire industry is vertical.

But short videos and live broadcasts have folded the whole world. Those previously unknown fishing grounds, secret and beautiful rivers rich in fish, in the dramatic moments of short video condensed, under the active interaction of the anchors in the live broadcast room, more and more people yearn for it-of course Also start fishing for krypton gold.

In fact, when most novices first try to fish, most of them will just buy a fishing rod of dozens of dollars to test the water, but they can’t stand it. Have the idea or urge to upgrade fishing equipment.

"Just like a woman buying cosmetics, after buying a fishing rod, in addition to the length, it will consider the brand, appearance, price, tonality, and weight." Chu Wen has been obsessed with fishing for 10 years. Money spent on travel expenses, etc.

This also allows many fishing companies to see opportunities. Qian Xiaolan told Jiemian News that when JiaDiaoNi first entered the Taobao e-commerce platform, the price of a fishing rod could be reduced to 20-30 yuan, and the endless price war made all market participants miserable. The quality that cannot be guaranteed ultimately creates a one-off business and lack of consumer trust.

Subsequently, the brand began to try to improve quality. For example, JiaDiaoNi would invest in a carbon cloth factory, which is one of the core raw materials of fishing rods. It also began to pay attention to the design of appearance and function. Products that are recognized in the market have also begun to focus on the promotion of brand culture.

Right now, the types of fishing equipment are becoming more diverse. According to the data of Jiuqian Consulting, there are as many as 42 retail categories related to fishing, including fishing alarms, fishing boat propellers, lure pliers, fishing gloves, etc., and everything is available; the categories are constantly being subdivided, such as brands We will carry out equipment development and continuous innovation around Taiwan, China fishing and lure. Equipment with a sense of technology and freshness is the only magic weapon to attract young people.

Consumption upgrades on fishing tackle have also followed.

According to the "2020 Taoxi Fishing Industry Consumption Insights Report" published by CBN Business Data Center, the demand for fishing rods below 100 yuan has shrunk, and the price range of 100-500 yuan has increased rapidly; in addition, the development space and potential of fishing lures of 10-50 yuan is relatively high. Large, the demand for bait below 10 yuan has been greatly reduced.

Qian Xiaolan said that nowadays, a good brand of domestic products, 3,000-400 yuan fishing rods can also be comparable to Japanese products at the same price.

But to this day, there is still not a single head brand among the domestic fishing tackle brands. According to statistics from the Fishing Tackle Industry Association, there are currently about 360 large-scale fishing rod manufacturers and nearly 40 fishing reel manufacturers in China. However, my country’s own brand fishing tackle accounts for only 10% of the domestic market, even if the domestic market is the best developed The proportion of domestic sales of enterprises does not exceed 30%. Most of the internationally well-known foreign brands are OEM produced in China.

Domestic brands also know this well. Qian Xiaolan said that industrial clustering and supply chain optimization are the general trend, and brand building is the focus of attention right now. "No matter how many products you sell, you don't have a brand accumulation. It is difficult for you to go long-term." .