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SOUTH AFRICAN SHOW PROVES CHALLENGING

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The fishing community is obviously not inspired by Statistics South Africa’s positive growth figures for June. Retailers attending the annual South African Fishing Tackle Agents and Distributors’ (SAFTAD) fishing tackle trade show in July and August this year kept a fairly low profile, exhibitors reported. The overwhelming feedback from exhibitors was that the 2017 Durban and Johannesburg shows were very quiet.

That is despite statistics recording June’s retail sales growing 2.9 per cent from the year before, and second quarter sales growth of 2.2 per cent.

The reduced number of retailers who took the trouble of attending the annual trade show in Johannesburg was cause for concern for 75 per cent of the exhibitors who gave Sports Trader magazine feedback about this year’s show – and the low number of exhibitors and visitors at the Durban show prompted an exhibitor who wishes to remain anonymous to question whether this show still has a life.

Yet all exhibitors could name benefits they derive from exhibiting at the show – with introducing their ranges and company to new retail customers and meeting established retail customers face to face topping the list.

The majority also believe there is no downside to exhibiting at SAFTAD, except “that most retailers know when new product is going to be released, so very little buying happens leading up to the trade show,” commented Garth Liefeldt from Thornveld Angling.

For out of town exhibitors, the cost of being there and getting there could be a deterrent “but it is relative to the amount of potential business we can do,” believes Patrick Franck from W.E.T. Sports Importers, based in Cape Town.

And that probably explains the relative optimism about the Johannesburg show, despite fewer retailers: the visitors who attend this show come to do business. None of the respondents to our snap show found that the visitors to their stands were only browsers. Those who did browse did so with the promise of placing orders at a later stage, or did place orders.

“Retailers want to keep their knowledge current on what is new, or coming, as well as what products are continuing or being discontinued,” says Graham Hills of Pure Fishing. “We see these shows as an opportunity to showcase our new products and discuss existing ranges to assist customers in making informed decisions, as well as to give the in-store staff a better understanding of our products.”

A sign of the times, however, is the buying habits of the majority of visitors: in these tough times they mainly came to replenish product lines, report half of the respondents, although there were some who were very interested in new products from exhibitors with higher-end products, or in buying accessories.

That said. “They were crying out for new, innovative products,” says Patrick Franck, “not necessarily higher-end products.”

This year there were 42 exhibitors in Johannesburg – two more than last year, but still quite a few less than the 50-plus exhibitors five years ago when the show was abuzz with visitors from more than 250 retail companies. This year there were eight new exhibitors, including the distributors of the award-winning Savage Gear in South Africa. A stalwart from previous shows, Halco no longer exhibited on its own because the brand has now joined the enormous Sensational Angling stable.

One of the new exhibitors, who wishes to remain anonymous, was hoping that an extra day would be added for the public during the trade show.

Almost half of the exhibitors who responded to our questions were also gearing up for the satellite trade shows in Port Elizabeth, Knysna and Cape Town, which have become a fixture of the fishing-tackle-buying season.

This – as well as the pre-SAFTAD road shows by some bigger distributors – has been a hot topic for debate among exhibitors for a few years.

“Regional shows are also under threat and customers need to be encouraged to attend the Johannesburg show,” says a long-time exhibitor who wanted to remain anonymous. “Show organisers need to think about being more welcoming and perhaps give retailers a cash incentive from exhibitors to attend the Johannesburg show.”

Special thanks to Sports Trader Magazine for the report and Trudi du Toit for the pictures.

To learn more about the South African fishing-tackle market visit

www.sportstrader.co.za.

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Author: tackletradeworld

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