Cover image courtesy of Inglis
This week's Inglis Great Southern Sale, which concluded the traditional breeding sales season on Monday, added further weight to vendors' increasing preference towards digital sales platforms when it comes to selling broodmares.
There was a 60 per cent drop in the number of mares offered at the Great Southern Sale (279 to 112) compared to the pre-pandemic Sale of 2019, and a 63 per cent drop in the number of mares sold at the Sale (206 to 76).
It follows a trend which has seen the total number of mares offered through the four major breeding sales, the Magic Millions National Broodmare Sale, the Inglis Australian Broodmare Sale, Inglis Chairman's Sale and Inglis Great Southern Sale, drop from 1648 to 1111, or 32.6 per cent from 2019 levels.
Magic Millions National Broodmare Sale | 623 | 772 | -149 |
Inglis Australian Broodmare Sale | 180 | 245 | -65 |
Inglis Chairman's Sale | 53 | 53 | 0 |
Inglis Great Southern Sale | 76 | 206 | -130 |
Total | 932 | 1276 | -344 |
Table: Comparison of broodmare numbers (sold) through major sales in 2021 and 2019
Magic Millions National Broodmare Sale | 715 | 990 | -275 |
Inglis Australian Broodmare Sale | 226 | 322 | -96 |
Inglis Chairman's Sale | 58 | 57 | 1 |
Inglis Great Southern Sale | 112 | 279 | -167 |
Total | 1111 | 1648 | -537 |
Table: Comparison of broodmare numbers (offered) through major sales in 2021 and 2019
The digital sales market has gone the other way, with Inglis Digital figures for the first half of 2021 revealing that 2101 lots have been offered through its fortnightly online auctions in either the race fillies or broodmare category. That number across the corresponding period in 2019, albeit when Inglis Digital auctions were monthly, was 892, indicating a 135 per cent growth in volume.
Magic Millions is also ramping up its online presence and is holding monthly Online Sales through 2021, presenting those willing to sell through the digital platform with even more options.
Inglis' General Manager Bloodstock Sales and Marketing, Sebastian Hutch, believes that the circumstances of the COVID-19 pandemic, which saw major sales through 2020 conducted in a variety of formats, had proven a gamechanger in the digital marketplace.
"The evolution of the digital market has certainly been accelerated by the pandemic. Whether it be a traditional digital sale or an online sale. I think people's requirement to become familiar with it has become mandated upon them by circumstances. Particularly the circumstances of April and May last year and continuing on through until now with the pandemic continuing to pose challenges," he told TDN AusNZ.
"The evolution of the digital market has certainly been accelerated by the pandemic. Whether it be a traditional digital sale or an online sale." - Sebastian Hutch
Magic Millions offered 275 fewer mares through its National Broodmare Sale in 2021 than it did in 2019, with 149 fewer mares selling through the ring, despite the overall aggregate jumping over $38 million.
Magic Millions' Managing Director, Barry Bowditch, noted the trend towards selling more mares online but said the strong results for those mares who did sell through its physical sales showed the ongoing advantages of the traditional model.
"I think the logistical challenges and what the pandemic has done for the mindset of people has definitely given a lot more heat to the online market, but the confidence people have when they are here on the grounds to buy at a traditional format can not be underestimated and that's been really evident through the selling season this year," Bowditch said.
Barry Bowditch
A true and fair market
The downward trend in terms of the quantity of mares offered through traditional sales has been driven by vendors, who have been much more willing to embrace the digital market in 2021. Hutch said that while the 33 per cent drop in numbers might surprise some people, the change has been a positive for both formats.
"The instinctive reaction of most people when you quote those figures is an element of shock, but in actual fact, it’s evident the market is being sustained through different ways through what is arguably a more timely platform," Hutch said.
"We have seen the opportunities for people to take advantage of the auction environment through Inglis Digital Sales twice a month, every month of the year and doing so in a very cost effective and efficient way.
"It’s a method which the market has clearly embraced. We have had turnover in excess of $130 million though our digital sales since the start of 2018. It is a very credible, fair and true market."
Sebastian Hutch | Image courtesy of Bronwen Healy
Magic Millions also sees plenty of space for both formats to grow. Bowditch said he is certainly not concerned that a migration towards the digital market will impact how they go about compiling catalogues for their flagship National Broodmare Sale, which is traditionally held in late May.
"We were ecstatic with our results this year as well as with the entries and the appetite for people to sell here at the Gold Coast. We won't change too much," Bowditch said.
"We will continue to look to make those sales better and increase the quality we have. If that comes with numbers or not, that's fine, as long as we are heading in the right direction and are selling the best quality of stock we can, that's what's important to us.
"We will continue to look to make those sales better and increase the quality we have." - Barry Bowditch
"I feel with the traditional market, there is an appetite for quality within it and you are seeing more of that in the live, traditional auction. Due to the cost factor of selling and aspects like that, the online format is being used more than it has been in the past."
Sunlight selling at Magic Millions | Image courtesy of Magic Millions
Selling in the right place
The maturation of the digital market has presented vendors with more of a dilemma, working out which format is preferable to sell their stock, something which Hutch sees as an ongoing challenge.
"Everybody has a different perspective on how best to use the digital space or the live auction. We saw instances of vendors of mares that were in the Great Southern catalogue choosing to take up the opportunity to be part of the Digital Sale earlier on, and we saw some of them sell very well. Conversely, we have had vendors who waited until the live auction and sold well," he said.
"We saw instances of vendors of mares that were in the Great Southern catalogue choosing to take up the opportunity to be part of the Digital Sale earlier on, and we saw some of them sell very well." - Sebastian Hutch
"There are some subtleties to it that people are still working out. It’s an evolving space, but the important thing for vendors to know is that the digital marketplace is very much demonstrated to be a true and fair marketplace for bloodstock, particularly for broodmares.
"It's exciting for the market, because it is drawing additional liquidity in, which can only be good for vendors, and it’s creating additional opportunities for buyers to acquire stock and that's a great thing."
Sale-topper Too Good Too Hard at the Inglis Great Southern Sale | Image courtesy of Inglis
Past the pandemic
While the trend for where broodmares are being sold has been stark in this regard in 2021, Hutch said it was nearly impossible to separate that migration from the circumstances of the COVID-19 era, which has presented ongoing logistical challenges for physical sales.
"As much as the results reflect a very healthy marketplace, the prevailing conditions under which our Chairman's Sale, our Australian Broodmare Sale and our Great Southern Sale have operated were not optimum for the conduct of a live sale," he said.
"Inevitably people would have been somewhat more guarded around the decisions they have made, because of the circumstances of the pandemic. It’s only when people can make 'pandemic-free' decisions, for want of a better description, which we hope is the case in 2022, that we will be able to get a definitive reading on how this space will evolve from here."
Funstar (red cap) will be offered in the Inglis July (Early) Sale | Image courtesy of Bronwen Healy
Inglis is upping its game when to comes to broodmare offerings through its digital platform and the upcoming July (Early) Sale is set to rewrite records with Group 1-winning mare Funstar (Adelaide {Ire}) to be offered.
"The genuine guide on the development of this market will be seeing what happens in 2022 and across the balance of 2021. Funstar being offered as part of a Digital Sale is very significant," Hutch said.
"There is nothing quite like an auction environment to command interest in a horse which is a great thing."