519In 2024, the global fishing tackle market reached a scale of $160.1 billion, and it is expected to grow to $165.8 billion in 2025, continuing to expand at an average annual growth rate of 3.6% from 2025 to 2033.
Among them, North America is the largest consumer market. In the United States alone, there are more than 56 million fishing enthusiasts, accounting for nearly one-sixth of its population, demonstrating strong consumption potential.
Under these market conditions, Chinese fishing tackle companies are accelerating their expansion overseas. The brandPiscifun, founded in 2014, has, after a decade of deep cultivation, covered markets such as the US, Canada, Japan, and Brazil, becoming a typical example of industry breakthrough.
Image source: Piscifun
The Path of Brand Building
According to available information, the Piscifun brand was established by Huaqing Technology in 2014 and is the company's first brand.
At its inception, Piscifun targeted the North American market, entering the fishing tackle field with features of "technological design + disruptive pricing." For example, the popular fishing reel Viper X is equipped with 10+1 stainless steel bearings and is priced at only $36.99, while competing products with similar performance are priced at over $100.
Image source: Seller Sprite
This"high-end affordable alternative" strategyhas proven very effective among fishing enthusiasts. Piscifun's Travel X fishing backpack alone sells over 3,500 units per month on Amazon, with monthly sales reaching $160,000. Moreover, nine backpack models have joined the $100,000 monthly sales club.
Over the past decade, the Piscifun brand started in the US and gradually penetrated markets such as Canada, Japan, and Russia, becoming one of the few Chinese brands able to compete with established names like Berkley and KastKing.
Image source: Piscifun
Omni-channel Casting: Content Hooks Users, Traffic Efficiently Monetized
In terms of marketing strategy, Piscifun's global growth does not rely on the explosion of a single channel, but rather builds a sustainable growth loop by integrating public domain traffic, private domain operations, and omni-channel conversion.
In this process, the accumulation of traffic on social media platforms is extremely important, and TikTok is its main source of traffic.
According to third-party data, Piscifun's official TikTok account @piscifunfishing has over 1.2 million followers and a total of 730 million views.
Most of the videos on this account focus on wild fishing in action, using immersive footage (such as the tension shots when a big fish is hooked) to stimulate user interest and avoid the aversion caused by hard advertising.
Image source: TikTok
At the same time, the Piscifun brand actively collaborates with niche influencers, going deep into the fishing enthusiast community.
For example, TikTok influencer @AdVentureBro (32,900 followers), as a fishing enthusiast, reviews and demonstrates the real usage effects of Piscifun products. The video in collaboration with Piscifun received 137,300 views, attracting the attention of a large number of fishing enthusiasts.
Image source: TikTok
Attracting traffic is the first step; building trust is the connecting axis for user retention and conversion.
Piscifun achieves this goal by publishing in-depth content on YouTube, mainly focusing on practical content such as fishing gear usage tutorials, product teardown demonstrations, and equipment maintenance guides.
This content not only directly solves the practical problems of fishing enthusiasts, but also showcases the brand's expertise and technical strength, gradually converting interested users into potential customers who trust the brand.
According to third-party data, among the brand's 142,000 YouTube subscribers, 73% are high-frequency fishing enthusiasts, fully proving the effectiveness of this strategy.
Image source: YouTube
When users develop purchase intent, Piscifun's independent website becomes a key decision-making and conversion platform.
In terms of independent site design, they categorize and display products on the homepage according to various scenarios, and provide operation guides and real photos from anglers, offering ample product information and purchase references to reduce users' decision-making doubts and enhance conversion efficiency.
Image source: Piscifun brand independent site
According to SimilarWeb data, its independent site has a monthly visit volume of 120,000, with users browsing an average of 3.1 pages and an average stay of 2 minutes and 29 seconds. This shows that users have a high level of interest and engagement with the site's content, and the website effectively supports users' purchase decision process.
Image source: SimilarWeb
On the Journey Overseas, There Are No Spectators
From Piscifun's journey overseas, it can be seen that Chinese brands still have huge development space in the vast global consumer market.
Today, overseas markets are no longer just an added bonus, but an important direction for companies seeking sustainable growth. It requires companies to deeply understand target users and build systematic capabilities covering traffic acquisition, trust building, and sales conversion.
What truly sets companies apart is not the opportunity itself, but who can take that crucial first step.
