12月22日，抖音电商发布2025垂钓消费趋势报告，呈现过去一年平台上垂钓商品的销售情况、用户消费 偏好、热门垂钓内容等趋势。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。 报告显示，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%；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。此外，新锐白领是平 台垂钓消费主力军，贡献31.2%的成交额，小镇青年、都市蓝领、资深中产紧随其后，分别贡献 17.8%、13.9%、10.5%的成交额；地域上，江苏省垂钓用户购买力最强，广东、浙江、四川、湖北的消 费热情也较高。 值得一提的是，算法对优质内容的流量助推，带动了垂钓相关产业带的销售增长。据介绍，今年以来， 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、湖南临湘浮漂产 业带等均迎来销售高峰，沃鼎、佳钓尼等品牌从本地走向全国，触达更多垂钓爱好者。 抖音电商相关负责人表示，垂钓凭借强社交属性和沉浸体验，正在成为抖音平台最 ...

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 Viewpoint - The article highlights the transformation of the Weihai fishing tackle industry from an "invisible OEM" model to a "brand breakout" model, driven by e-commerce platforms like Pinduoduo, which has enabled local manufacturers to innovate and establish their own brands while maintaining high-quality production [2][4][19]. Group 1: Industry Overview - Weihai, located on the eastern end of Shandong Peninsula, produces over 60% of the world's fishing rods, with an annual output value exceeding 10 billion yuan [2][3]. - The fishing tackle industry in Weihai has historically been characterized by a lack of branding, with many factories engaged in low-margin OEM production for international brands [2][3]. Group 2: E-commerce Impact - The entry of e-commerce, particularly Pinduoduo's "100 billion support" plan, has provided new opportunities for Weihai's fishing tackle businesses, allowing them to focus on product quality and innovation [3][4]. - Local brands like "Diao Mi" and "Chuang Wei" have successfully leveraged Pinduoduo's platform, achieving significant sales growth and brand recognition [5][7]. Group 3: Product Innovation - The rise of lure fishing among younger consumers has prompted a shift in product offerings, with a focus on high-quality, cost-effective fishing rods [10][12]. - The carbon fiber industry in China has seen a fivefold increase in production capacity from 2019 to 2023, enabling the production of lightweight and durable fishing rods at lower costs [12][13]. Group 4: Operational Efficiency - Weihai fishing tackle manufacturers are adopting process re-engineering and meticulous management to enhance operational efficiency and competitiveness [14][16]. - By categorizing products based on e-commerce logic, companies can better manage inventory and production schedules, significantly reducing lead times from 45 days to 15 days [16][17]. Group 5: Market Trends - The emergence of "small fish fishing" is reshaping the consumer demographic, attracting a broader audience, including women and children, which presents new market opportunities [18][19]. - Companies are responding by developing specialized products tailored to different fishing scenarios and consumer needs, thus redefining the fishing experience [18][19]. Group 6: Conclusion - The Weihai fishing tackle industry's evolution exemplifies the broader transformation of traditional manufacturing in China, showcasing the potential for innovation and brand creation through e-commerce platforms [19].