How Conscience and Value Can Disrupt Any Industry

With rapid advances in fishing gear materials, new product launches, and a quickly expanding customer base, the industry has experienced enormous profit margins: a company can generate 10 million yuan in annual revenue while pocketing nearly 8 million in net profit. The market demands outstrip supply, naturally giving rise to all sorts of processing factories. In the early days of the industry, this often meant counterfeit goods, misleading advertising, fake raw materials, and more.

In 2014, when the Han Ding brand launched, its strategy was simple: "Make only 10 yuan on every product." Shortly after, Han Ding quickly became the number one e-commerce fishing brand, topping the charts across multiple platforms including Tmall. Today, Han Ding has built a user base of nearly 20 million.

Behind the ever-expanding fishing culture, will brands find new opportunities?