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Frichy unveils new identity in Beijing

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Fishing tools manufacturer, Frichy, is a former China Fish award-winning exhibitor for its stylish pliers.

Fishing tools manufacturer Frichy will be exhibiting at China Fish in its new guise as an original design manufacturer (ODM).

The past year has been a period of development for the Chinese company as it has remodeled itself from its traditional role as an original equipment manufacturer (OEM).

Today the company’s focus is on providing complete solutions for its customers, meeting clients’ individual requirements and investing more heavily in product design and development.

The idea was first discussed at last year’s China Fish and the decision taken after discussion with customers. New business in South America, Asia and Europe is testimony to the success of the new strategy.

“ODM places a higher requirement on the manufacturer, so it is a reflection of this company’s strength,” said Frichy CEO Jacky Fan. “It demands everything from inspiration, to design, to mass production and supply.

“Fishing tools are a small but important part of the tackle industry and the advantage of ODM is that it can save the costs of R&D for some medium to low-end distributors. This in turn can help us to increase our market share.”

As an ODM business, Frichy is now concentrating more on providing one-stop solutions for clients to save their purchase costs and meet different requirements from clients by offering more product options.

Transferring to ODM has placed more emphasis on creativity and design, meaning continued investment in R&D, which can save clients time and money.

As for product, Frichy is widening its range of pliers to provide more choice for heavy-duty work, broader price points and additional options at the high-end of the market.

Frichy’s choice of accessories will also be extended to products like fillet knives, knife and hook sharpeners, fishing scissors, gaffs and other items. By providing more diversity in each category, the company aims to satisfy the needs of different customers and to avoid conflict between distributors.

The marketing strategy will take a similar path. “There will be more focus on individual solutions for each client,” explains Jacky Fan. “For example, working with brands, we will suggest products that match their positioning. But for chain store importers we can provide competitively priced products to support big sales.

“We are devoting more of our time and energy into building the image of Frichy products and the Frichy brand. This will be achieved by attending more shows and taking a different approach to media advertising.”

Frichy, located in Jiangsu Province, will be exhibiting at China Fish for the eighth time. It also plans to be at EFTTEX, ICAST, Osaka and the Pesca Show in Brazil, as well as visiting a host of other shows in countries including Argentina, Russia, Spain, Hungary, Slovakia, Norway and Latvia.

With its new proposition and new products, there is no disguising Frichy’s excitement as China Fish approaches. “It is the first big professional fishing show of the year and is on our home ground,” said Jacky Fan. “China Fish lays the basis and direction for the coming year’s product development and marketing plan.

“It is the most we will invest in any exhibition in order to present our company, brand and products in the best way possible. This year we will display our complete product range, instead of selected products for different markets.”


Filed In: Product News, Terminal Tackle