一竿一线一浮漂，山水之间觅闲情。国民"钓鱼"基因，在短视频和直播电商时代，正释放着更强劲的精神价值与消费活力。12月22 日，抖音电商发布2025垂钓消费趋势报告(下称"报告")，报告数据显示，2025年抖音电商垂钓类商品累计售出4.04亿单，覆盖渔 具、饵料、垂钓服饰等全品类。其中，台钓竿、饵料、鱼线轮、路亚竿、浮漂是最热门的销售商品。 过去一年，开启店播的垂钓商家数量同比增长49%，垂钓品类直播场次同比增长108%。有23.7万位抖音创作者参与带货垂钓商品， 全年有100多场垂钓领域赛事在抖音同步直播。 值得一提的是，算法对好内容的助推，也带动了垂钓相关产业带的销售增长，不仅让当地品牌得以焕新成长，更为实体产业与区域 经济增添了新活力。今年以来，抖音电商上的山东威海鱼竿产业带、浙江和广东的垂钓装备产业带、湖北和川渝的饵料窝料产业 带、湖南临湘浮标产业带等都迎来销售高峰。 垂钓，这个曾经被视为"中年专属"的活动，如今已变成全民追捧的休闲方式。据中国钓鱼协会统计，中国钓鱼人群规模已接近1.4亿 人，约每10个人中就有1个钓鱼爱好者。越来越多年轻人、家庭人群加入"钓鱼大军"。 报告显示，新锐白领是目前平台的垂钓 ...

Core Insights - The fishing equipment market in China is experiencing significant growth, with a retail market size of 31.8 billion yuan in 2023 and a projected compound annual growth rate (CAGR) of 7.3% from 2023 to 2028 [1][2] - The demographic of fishing enthusiasts is shifting, with younger generations increasingly participating, leading to new trends in fishing equipment and experiences [1][10] - The rise of online shopping and price wars in the fishing industry is reshaping market dynamics, with companies like Loxin Outdoor entering the market [2][24] Market Trends - The fishing equipment market is expected to grow at a CAGR of 9.5% from 2023 to 2028, indicating a robust demand for fishing gear [1] - The demographic breakdown shows that 23% of fishing enthusiasts are under 24 years old, while 46% are aged 25 to 45 [1] - The emergence of "light fishing" caters to urban white-collar workers and families, requiring less equipment and offering a more accessible fishing experience [12] Consumer Behavior - Younger consumers are drawn to fishing for both relaxation and excitement, with different motivations influencing their engagement with the sport [4][6] - The participation of women in fishing is increasing, with female participants in fishing events rising to 21.5% in 2023, up from 3% in 2022 [10][23] - Social media and online platforms are playing a significant role in shaping consumer interests and trends in fishing [10][22] Industry Dynamics - The fishing equipment industry is facing challenges such as overcapacity and a price war, with many brands reducing prices to stimulate demand [24][25] - The online sales channel now accounts for 65% of the overall sales in the fishing industry, highlighting a shift from traditional retail [24] - The market is seeing a diversification in product offerings, with a focus on lightweight and smart fishing gear that appeals to younger consumers [29] Competitive Landscape - Major brands in the fishing equipment market include Tianyuan, Huashi, and Loxin, each with distinct market strategies and product offerings [21][18] - The industry is witnessing a trend towards automation and smart manufacturing, with companies like Handing leading the way in production efficiency [29] - The competitive environment is intensifying as brands leverage events and social media to engage younger audiences and enhance brand visibility [23][22]