Superstar sourcing agent proves the power of connections

In an industry increasingly driven by speed, specialisation and differentiation, European tackle brands sourcing from China face a familiar challenge: how to find the right factories, manage them efficiently and turn ideas into finished products without losing time or control along the way.

For a growing number of European brands and wholesalers, the answer lies not in adding more internal resource, but in working with the right partner on the ground in China. One such partner is Towa Outdoors, a Weihai-based sourcing agency led by Jack Sun, a long-standing figure in the Chinese tackle manufacturing sector.

Sun (below) has spent close to 30 years in the industry, first as the owner of a factory specialising in high-quality luggage and rods, and since 2018 as a sourcing agent connecting European buyers with Chinese manufacturers. Today, Towa Outdoors works with an extensive network of specialist factories across China, supporting customers across lures, rods, luggage and accessories.

At the heart of Towa’s appeal is a service model that is deliberately simple. Rather than acting as a transactional middleman, Sun positions his company as an extension of his customers’ product development and sourcing teams. “We start with your plans for new products and we finish with delivery to Europe,” he says. “Everything in between is our responsibility.”

That end-to-end approach is increasingly attractive in a market where many established brands may be dealing with dozens of factories at once. “If you have multiple product lines, managing 30 factories is an impossible task,” Sun explains. “We have the experience and systems to manage that complexity for you.”

For newer brands, the value proposition is different but no less compelling. While exhibitions such as China Fish remain important meeting points, Sun argues that selecting suppliers based on brief show-floor discussions is risky. “How do you know the factory is the right fit for your business? And do you have the time or budget to keep returning to China to monitor progress?” he asks. “We remove those problems.”

Towa Outdoors’ sourcing capability is built on long-term relationships. Sun estimates he is connected to more than 200 tackle factories across China, not only in Weihai but also in key manufacturing centres such as Ningbo and Guangzhou. That network allows Towa to match buyers with suppliers based on specific expertise, quality standards, delivery performance and price expectations, rather than convenience or geography.

The process itself follows a structured five-stage model. After defining product concepts and market positioning – an area where Towa’s deep understanding of European brand segmentation plays a key role – the team shortlists suitable factories and guides customers through final selection. Payment structures are then agreed, with Towa able to operate either on commission or as a purchasing intermediary to help bridge gaps in payment terms or cash flow.

Once production begins, Towa effectively becomes the customer’s representative in China, managing quality control, timelines and factory communication through regular site visits. “Exhibitions are useful, but they only happen once or twice a year and discussions are often shallow,” says Sun. “We become the eyes and ears of the European business in China.”

The final stage is logistics. Towa consolidates orders from multiple factories into single shipments, with dedicated internal resource focused solely on shipping and delivery. For European product teams, that consolidation frees up time to focus on development rather than administration.

Examples of Towa’s work range from long-term partnerships – including helping a German customer expand over a decade from luggage into a full multi-category tackle catalogue – to newer projects such as sourcing eco-friendly tackle for emerging Central European brands.

As China Fish approaches, Sun believes the fundamentals of sourcing remain unchanged, despite rising complexity. “Time matters more than ever,” he says. “And in a B2B industry like ours, relationships still turn ideas into viable businesses.”

For many European brands navigating the Chinese supply chain, Towa Outdoors has become the bridge that makes those relationships work.

T: +86 13806317775
jacksun@towa-outdoors.com