Inside Ecooda: Innovation, Precision, and Passion from Weihai, China
Each year when I return to China, one of my most anticipated stops is Ecooda, part of the Longbow Group of Companies, headquartered in the coastal manufacturing hub of Weihai. Over the past four years, I’ve had the opportunity to witness their steady growth — and each visit leaves me more impressed with their engineering depth and manufacturing discipline.
Ecooda is more than a fishing brand; they’re one of the few companies worldwide that builds electric fishing reels entirely in-house. Unlike assemblers who piece together components from multiple suppliers, Ecooda begins with raw billet steel, aluminum, and brass, and through 4- and 5-axis CNC machining, produces nearly every part — from gears to side plates — right in their own facility.
The only components sourced externally are the motor and control circuitry, which come from Japan, a testament to their commitment to reliability and performance.
One of the most remarkable aspects of this year’s visit was seeing their self-developed robotics in action.
In most CNC operations, an operator manually swaps each finished part for a new blank during every cycle. Ecooda’s engineers designed an autonomous robotic feeding system, allowing one technician to manage up to eight CNC machines simultaneously.
This advancement isn’t just about efficiency — it represents the kind of forward-thinking innovation that sets Ecooda apart as a true leader in modern tackle manufacturing.
Today, I had the pleasure of spending time with Andy She, who leads GT Fisher, Ecooda’s premium division — a brand within a brand, much like Cadillac under GM. GT Fisher focuses on high-end rods and accessories for the world’s most demanding anglers, those chasing Giant Trevally, Tuna, and other pelagic giants across the globe.
Ecooda recently unveiled a new headquarters and showroom — a bright, modern space that reflects the precision and pride of the team behind the products. Across the street, their main factory continues to hum with the same energy and innovation that has defined Ecooda since day one.
As the North American distributor, we’re proud to partner with such a capable and forward-thinking company. Every visit reinforces that the future of high-quality tackle manufacturing is alive and well in Weihai — built on craftsmanship, innovation, and a shared love for the ocean.