Change required in cricket bat retailing

There appears to be a current trend in bat buying that might go something like this:
"I want a big edged bat with lots of meat in the middle"
"Here you are sir, this one should do nicely"
Cricketer swings bat in favoured strokes.
"Nah, it's too heavy.  I want one that looks big, but plays light"
“Ordinarily sir, I’d say wouldn’t we all! But today is your lucky day sir. We've just got these in this morning from India."

And so opened a Pandora's box that threatens some instability among bat makers using high-grade English willow.

I've picked up that these 'big-and-light’ bats originate in Pakistan and India, and are only achieved by excess drying beyond the standard moisture point that willow is normally dried (typically 12-14%).  Removal of moisture means removal of mass while retaining volume. The downside of over-drying willow to reduce weight is that the bat will not last as long - for moisture in the wood is essential to giving the bat a decent life. Dry bats will be prone to early cracking, and potential brittle fracture.

The root cause is that cricket bats are sold on weight (lbs and oz) and, if buying in a shop, the very subjective 'pick-up'. It has been this way since year dot, but is no longer good enough for the consumer or the bat maker.  Firstly, pick-up is no use if you are buying on-line. On-line sales are increasing, and expected to reach 25% in 2011.  Secondly, with a rising trend for the 'big-light' bats, there is going to be less demand for the heavier bats.  Now, large volume bat makers buy whole trees, and then try to get as many bats as possible from that tree. There will be a range of weights produced. Even the smaller bat makers, while not lumbered with a whole tree, still have to choose graded clefts 'sight unseen' from the supplier, such as J.S. Wrights.  Only when the cleft is cut, pressed, and shaping begins does the bat maker get an idea of the final weight of bat this piece will be good for.

As on-line sales increase, and the trend for 'big-light' bats is sustained then bat makers will be left with stocks of heavier bats they cannot sell. The bat makers will then be asking themselves 'how do we get the retailer to stop buying on weight alone, and the retailer from selling on weight alone?'

The answer is quite simple - use swing weight not static weight to select a bat. The implementation of this is not simple. It will require a shift in bat buying culture, and the psyche of the batsmen who rather like their new 'big-light' bats.  This was illustrated recently in a conversation with a colleague who has one of these bats.  He said he liked it because not only did it have good pickup, BUT it gave him added confidence when batting [because of its greater physical presence in the eye].  Once a habit has been formed it is hard to change.

Understanding that the consumer will have to go through a painful withdrawal process must be part of the solution. It’s painful because all the while standing in front of them will be those big bats, but from the less fashionable brands at very good prices, which play well for an unknown period.

So to effect the change, and a re-education of cricketers in how to buy a bat, a carefully orchestrated campaign will be required by those bat makers that want to take this on-board. Maybe the governing bodies such as the ECB can be part of this because in the end it is in the best interests of the game.

The wind of change could be blowing soon, and this is good for cricket.