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Extreme Fishing targets China with affordable metal lures

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Passion lures from Extreme Fishing offer high quality but at an affordable price, says Vitaly Pchelnikov.
↑ Vitaly Pchelnikov (left) and colleague on the Extreme Fishing booth at China Fish 2011.

Where is the growth in the lures market? Extreme Fishing, the Russian manufacturer of quality metal lures, believes China could hold the key. It is backing its hunch by once again taking stand space at China Fish in February.

After exhibiting at the show in February 2011, owner Vitaly Pchelnikov will be arriving in Beijing with a range of affordable metal lures called Extreme Fishing Passion.

Passion lures share all the fish-catching abilities of the Extreme Fishing’s more expensive Addiction and Obsession lures, differing only in the materials used in the finishes. Pchelnikov is certain they will appeal to Chinese buyers.

“By exhibiting at the leading international shows, we have come to understand that different markets have different needs,” Pchelnikov told Angling International. “We have attracted interest from buyers thanks to the high quality of our lures, but to be a success, we need to cover all markets, from affordable up to luxury.

“We expect the new Passion range to lead that breakthrough in 2012. Buyers can have the Extreme Fishing quality they have come to appreciate but at an affordable price,” he added.

“We have two targets at China Fish: international buyers, who we expect to be very interested in our Passion lures, and Chinese buyers, who we know are price-sensitive. We believe we have set our prices just right for them.”

More details of Extreme Fishing’s plans for China Fish can be found in the February issue of Angling International, the China Fish Preview issue, which will be mailed to subscribers ahead of the show in the third week of January and available online in mid-January in the virtual magazine section here. If you are not a subscriber, click here.

The new Extreme Fishing catalogue will be available to read as a virtual page-turner in the new catalogue section of the Angling International website from February.

Extreme Fishing is also targeting growth in Europe and the USA, having put the finishes touches to new distribution centres in each territory.

“We made big steps this year as far as distribution is concerned,” said Pchelnikov. “By January our European warehouse will be operating at 100 per cent capacity. We will be able to dispatch to anywhere in Europe inside a week. And by ICAST, our US centre will be up and running for sending out our lures in North America.

“This next year will be when all our awareness-building pays off. Buyers around the world should know we are absolutely ready to take the next step.”

To read the full interview with Vitaly Pchelnikov see the January Lures Special of Angling International. To advertise in the China Fish Preview issue email International Commercial Director Lucie Henton.

Business contacts Tel: +7 499 707 7517 or +7 926 214 8080 Email: Web:


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