International views at SAFTAD
Representatives from six global brands this year attended
the SA Fishing Tackle Agents and Distributors (SAFTAD) trade show as guests of
their local distributors. They shared their views on global trading conditions
in the fishing industry.
Globally, fishing markets are down – except in China, where
it is growing, says Masazumi Miyazawa, commercial director Europe and Africa of the major fishing bait company Marukyu. He was on the stand of their
local distributor, Goya Trading, where he was joined by former Tackle Trade
World editor Nick Marlow. He now works “on the other side of the industry” for
Marukyu Europe and Africa CEO John Loftus, a former Shimano MD.
“The market in Europe
is dying,” says Miyazawa. Japan is still recovering from the effects of the
Tsunami, he adds.
He found the European fishing tackle trade show, EFTTEX,
very quiet this year - although it was better than what he anticipated. But, he was impressed with the SAFTAD show
and anticipated that their products would do very well in the South African
specimen carp market.
Dave Bulthuis, vice-president global sales at Costa del Mar
visited SAFTAD as guest of their new Southern African distributor, Rapala VMC
SA. “We needed a bigger distributor that could grow our products faster in
South Africa and into Africa,” he explains the need for a change.
“I’ve known
Mark [Pledger, of Rapala VMC SA] for many years through the international group.”
Founded thirty years ago, the Costa del Mar brand is
well-known amongst anglers across the world and this year their Tuna Alley
frame won the Best Eyewear award at the ICAST show. The flagship 580 patented
technology removes yellow light and visual noise, explains Bulthuis, ensuring a
clear, crisp, lens and colour saturation.
“The customer who is
prepared to spend R3 000 on a reel, also wants good equipment for
something that is so much more important, namely his eyes. To have fishing
success, you must be able to see better,” says Pledger.
Dave Bulthuis, vice-president global sales for Costa Del Mar, with Mark Pledger of their new Southern African distributor, Rapala VMC SA |
Australian eyewear brand Mako also had international
representatives on the stand of their new Southern African distributor,
Mustfish. Global brand manager Daniel Burgess and marketing manager Dominic
Wiseman know their new distributor Lloyd Pereira from his days at AJF Agencies,
who used to distribute the brand before becoming a diving specialist.
Apart from enjoying some fishing, they could take the pulse
of the South African market, which they believe faces the same issues as most
international markets – tough trading, unfavourable exchange rates, customs,
etc.
While fishing is their core market, Mako sunglasses are widely used for all activities, says Burgess. Their insect repellent and mirror
coating placed on the inside of the lens to prevent scratching and the hardy
materials used in the frames make them especially popular.
Mako international brand manager Daniel Burgess and marketing manager Dominic Wiseman visited their new distributor Lloyd Pereira of Mustfish. |
Mustfish also hosted Jan Lybekk, the Mustad market manager
from Norway, who says that the hook brand is doing well in South Africa, and
that he has high hopes that the new distributor will grow it stronger than ever
before. “Lloyd understands the market and gives us good feedback.”
But, he acknowledges that the whole EMEA region is experiencing tough trading conditions, with pricing and remaining competitive major challenges. “But, I see an improvement this year.”
But, he acknowledges that the whole EMEA region is experiencing tough trading conditions, with pricing and remaining competitive major challenges. “But, I see an improvement this year.”
Jan Lybekk, international market manager for Mustad, is happy with the performance of the brand under their Southern African distributor, Mustfish. |
The American market, on the other hand, is already well on the way to recovery, reports Peter Foley, a regular visitor to SAFTAD and the Apex Walker Brands stand, distributors of his Boone Bait brand. “The American market is growing overall and several companies reported growth figures of 40% and more,” says Foley, who is also a long-standing American Sportfishing Association (ASA) board member.
In the past financial year monthly sales in his company had
every time been ahead of the previous year. While he is happy with the brand’s
performance in South Africa, he is aware of the problems created by the
exchange rate and the 20% drop in currency.
Peter Foley of Boone Baits is a regular visitor to the Apex Walker Brands stand at SAFTAD. |
Apex Walker Brands this year hosted another international visitor - Kevin Saines, director of Jarvis Walker Australia. “The fishing tackle industries have matured in most developed markets – Europe has especially experienced a significant decline, although the US is improving,” he says. And as the world economy is showing signs of improving, consumer confidence is growing, he believes.
Strong products and offering value for money are the keys to
success in tough trading conditions, he believes. “Fishermen continue to fish,
they just don’t spend as much.” Therefore, consumers would rather spend their
money on lines and lures, items with lower purchase values. When the economy is
bad, it becomes more difficult to sell top end higher value goods.
Successful companies offer various price points and in South
Africa Apex Walker Brands offer a good assortment, he believes.
Fin-nor is a specialist saltwater and Quantum a top quality
specialist bass brand, while Rovex, developed in Australia, covers the middle price
range. Jarvis Walker offers strong value for money and caters for the budget
conscious.
“All of these brands are doing well here,” says Saines.
Published by www.sportstrader.co.za
Labels: fishing industry, SAFTAD, South Africa, tackle market
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