'90% of Exhibitors Were Chinese Brands': European Show Organiser on What China's Lure Fishing Show Revealed

China’s rapidly evolving tackle industry left a lasting impression on the organiser of ANGELWELT, Germany’s fast-growing business and consumer fishing event, following a recent visit to one of the country’s major fishing exhibitions.

Felix Steinacker, Head of ANGELWELT, attended the Shanghai International Lure Fishing Show to understand developments within the Asian tackle market — particularly the increasingly influential Chinese sector — and 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.”

A Consumer-Driven, Production-Heavy Show

What most surprised the German organiser was the direction of the Shanghai event. Rather than a conventional trade-only gathering, the exhibition felt overwhelmingly consumer-facing.

“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.”

90% Chinese Exhibitors — and a New Brand Landscape

One of the most striking aspects of the exhibition was the exhibitor mix itself. Around 90% of exhibitors were Chinese brands, many of them completely unknown internationally — a marker of how fast the domestic brand layer is expanding beneath the country’s familiar OEM manufacturing base.

“That was one of the most fascinating aspects of the show,” Steinacker said. 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.”

Lessons for Europe — and a Possible Chinese Hall

The experience has 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,” Steinacker said.

Preparations for the next edition of ANGELWELT are 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,” he said.

“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.”

For China’s tackle industry, the visit carries a broader message: Chinese brands are no longer competing on price alone. The same energy that built the world’s largest manufacturing base is now being poured into brand identity, consumer engagement and presentation — and European buyers are noticing.

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