Changes at Daiwa signal a stronger push into Russia
Daiwa says changes to its operations in Russia prove how seriously it is taking the market there. Responsibility for managing the Russian business has transferred from Daiwa’s Japanese HQ to Daiwa Germany, headed up by Russian speaker Tristan Sigulla, Daiwa’s Eastern European Sales Manager.
Meanwhile, Daiwa’s six distributors in Russia will be managed by Tommy Shimozaki, who is the company’s Chief Representative based in Moscow.
“We are playing to our strengths in Russia now,” said Daiwa’s UK Director of Sales and Marketing, Robin Morley, following February’s Hunting and Fishing in Russia show in Moscow.
“Tristan knows the Russian market well from managing the distribution of Cormoran there, plus it also makes sense to manage the business from much closer to Russia instead of from Japan.
“The show in Moscow proved how much interest there is in Russia for the Daiwa brand, and we have positioned ourselves to take full advantage.”
For the first time at the Moscow show, Daiwa invested in its own booth – an enormous, all-white construction in the centre of the main exhibition hall. The plan, says Morley, was to demonstrate to Russian retailers and consumers the technology behind Daiwa’s leading products.
“Russian anglers appreciate high quality products made in countries which have a heritage of fishing tackle manufacturing, so we focused on showing how Daiwa is a leading investor in product design.
“In past years, our distributors have shown our great products, this year we demonstrated the powerful technology behind those products – and it worked perfectly. Consumers were extremely interested in our high-end products.”
Among the products on display were Daiwa’s Japanese-made reels and its UK-made feeder, carp and spinning rods plus UK-made poles. “I’m sure we were the only company with full 13-metre poles on display,” added Morley. “There is no doubt that Russian anglers got the message that Daiwa is at the very top when it comes to tackle development.”
Morley added that the increased investment in eye-catching exhibition stands is part of a wider strategy to remind the worldwide trade of the company’s leading position in the industry. “It’s why we returned to EFTTEX last year and why we will be there in strength again in Brussels. Everybody knows our heritage but it pays to remind the trade that Daiwa is one of the leading brands in angling.”