China fish show founder sets sights on global tackle stage

The China International Fishing Tackle Trade Exhibition has grown into one of the most important meeting points for the global angling industry, and at the center of that growth stands Li Jiang, founder of Beijing Admire Economic Development Co., Ltd. Established alongside the rapid expansion of the Chinese fishing tackle sector, the company has made professional and international exhibition services its core mission, building a platform that connects Chinese manufacturers with buyers from every major fishing market.

The rise of Admire reflects the broader ascent of China as a powerhouse in fishing tackle production. Once dominated by Japanese, American and European suppliers, the international tackle trade has shifted decisively toward Chinese factories in recent decades, driven by competitive pricing, scalable capacity and an increasingly sophisticated domestic supplier base. Exhibitions like the China Fish show have played a central role in that transition, giving overseas distributors, brand owners and importers direct access to OEM and OBM partners under one roof.

For Li Jiang, the strategy has always been about professionalism. Beijing Admire has focused on delivering a trade fair environment that meets international standards, from booth construction and visitor registration to translation services and on-site logistics. The aim is to reassure foreign buyers that sourcing from China does not mean compromising on quality or communication. The company has also invested in promoting the event overseas, working with industry media and trade associations to attract delegations from Europe, North America, Southeast Asia and the Middle East.

The timing of the show’s expansion has aligned with several structural shifts in the angling market. Recreational fishing participation has grown across Asia, Latin America and Eastern Europe, opening new export opportunities for Chinese manufacturers of rods, reels, lures, lines and accessories. At the same time, e-commerce platforms have lowered the barrier for smaller brands to source directly from factories, increasing demand for the kind of face-to-face contact that only a major trade exhibition can provide.

Industry observers note that the China Fish show has become a barometer for the health of the domestic tackle sector. New product launches, packaging trends and material innovations often debut at the exhibition before rolling out to international trade shows in Düsseldorf, ICAST and Tokyo. For buyers looking to map the next cycle of the tackle trade, the Beijing-organized event now sits firmly on the calendar alongside the industry’s longest-established fairs.

As Chinese suppliers continue to invest in branding, design and sustainability credentials, the role of Admire as a bridge between factory floor and global buyer is likely to deepen. Li Jiang’s bet on a dedicated, internationally minded exhibition company has positioned the firm, and the show it runs, as a permanent fixture in the world tackle trade.

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