Weihai Towa Outdoor Products — Sourcing Agent Profile

Weihai Towa Outdoor Products is a sourcing agency based in Weihai, Shandong — the world’s largest fishing tackle manufacturing city. The company specialises in connecting European tackle importers with Chinese factories, offering a full-service model that covers product planning, supplier selection, quality control and delivery management.

Business Overview

Owner Jack Sun has worked in the tackle business for almost 30 years. He started as the owner of a factory producing high-quality luggage and fishing rods, and from 2018 he has operated as a sourcing agent matching buyers with suppliers. Towa Outdoors describes itself as the “eyes and ears” inside China for its European customers.

The agency is connected to more than 200 tackle factories across China’s manufacturing centres — not only Weihai, but also Ningbo and Guangzhou — and has placed orders with more than one hundred of them. Its customers include established European brands and high-volume wholesalers, and it supplies, for example, half of all EVA luggage sold to the European market.

Service Model

Towa Outdoors works on a five-stage service model:

• Product planning — understanding the customer’s product plans and brand positioning before supplier selection begins
• Supplier matching — choosing factories on expertise, service, delivery times, quality and price
• Payment flexibility — acting as commission agent or purchaser to ease cash-flow differences between buyer and factory
• On-the-ground representation — visiting factories for quality control and schedule management on behalf of the customer
• Delivery management — consolidating orders from multiple factories into single shipments to Europe, with dedicated logistics resource

Market Position

Sun says the service works for customers of all sizes. Established brands dealing with thirty or more factories benefit from consolidated management, while businesses new to China gain a local partner who understands factory capability and product differentiation. He cites an exclusive arrangement with a German customer, grown over ten years from luggage into a multi-product tackle catalogue, as evidence of the long-term relationships the agency builds.

Towa Outdoors has also been a prominent voice on the impact of US tariffs on China’s tackle industry, with Sun telling trade press in 2025 that US-bound orders had effectively stopped and that Weihai factories were pivoting toward Europe, Australia, Asia and the domestic market.

Contact Information

Contact information for this supplier was not publicly listed at time of research. The company’s website domain (towa-outdoors.com) was not resolving at time of verification.

Verification Sources

• Trade-press interview with owner Jack Sun (July 2025)
• Feature on Towa Outdoors sourcing model (February 2026)

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