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China’s rapidly evolving tackle industry left a lasting impression on the organiser of ANGELWELT, following a recent visit to one of the country’s major fishing exhibitions.
Felix Steinacker, Head of ANGELWELT, Germany’s fast-growing business and consumer fishing event, attended the Shanghai International Lure Fishing Show to better understand developments within the Asian tackle market – particularly the increasingly influential Chinese sector – and also used the opportunity to explore potential future partnerships.
“We wanted to gain a deeper understanding of the market and assess whether there could be opportunities to introduce new brands, concepts or collaborations to ANGELWELT in the future,” said Steinacker. “What stood out immediately was the scale and energy of the event.
“Overall, it felt incredibly dynamic and surprisingly consumer-driven,” he said. “There was a very clear B2C focus in the way brands presented themselves and engaged with visitors, combined with an exceptionally high level of production quality throughout the exhibition.
“The level of investment in booth design, staging and presentation significantly exceeded what is typically seen at European trade shows. Many of the stands felt more like immersive brand worlds than traditional exhibition booths,” he added.
“The storytelling, visual identity and execution were remarkable and demonstrated just how seriously Chinese brands are investing in their market presence.”
While the exhibition continues to maintain a strong international trade component, the overall direction appears increasingly focused on consumers and the wider angling community. “It’s no longer purely about doing business,” said Steinacker (above, second right). “It’s about brand building, entertainment, community and creating experiences for anglers.”
One of the most striking aspects of the exhibition was the exhibitor mix itself. “Around 90% of exhibitors were Chinese brands, many of which were completely new to us and not yet widely recognised internationally. That was one of the most fascinating aspects of the show.”
Japanese brands also maintained a visible presence, particularly within the premium and innovation-led sectors.
The visit also reinforced the speed at which lure fishing is developing within China. “It feels modern, highly lifestyle-oriented and deeply connected to influencers, digital platforms and social media culture,” said Steinacker. “Compared with many European markets, it appears less traditional and far more trend-driven.
“It is an extremely competitive environment. The standards for branding, presentation, speed and product development are exceptionally high. International brands will need strong differentiation and a clear identity to succeed.”
The experience has also prompted reflection on the future direction of ANGELWELT itself.
“One of the key lessons was the importance of elevating the overall visitor experience – particularly through stand design, storytelling and audience engagement. The production value throughout the exhibition is absolutely something we should view as a benchmark moving forward.”
Preparations for the next edition of ANGELWELT are already progressing strongly, with organisers reporting healthy exhibitor interest and an increasing focus on experience-led content.
“Our ambition is to position ANGELWELT not only as a leading trade show, but as a must-attend event for the wider fishing industry and angling community,” said Steinacker.
“And who knows – perhaps in the near future, alongside our established JDM Area, we may also be talking about a dedicated hall for leading Chinese brands.”
