In marketing a bicycle, it helps to have a unique selling proposition which often includes “lightest”, “fastest” or some other superlative adjective. In pitching themselves to potential clients, bicycle manufacturers seek to cut through in a similar way.
In the last decade of composite everything, the release of a new aluminium road bike should elicit little more than wearied acknowledgement from a carbon-centric industry. Yet push aside the Alpha this and invisible weld that on this month’s latest product release from Trek, and you’ll see conventions being broken.
As China’s bicycle market has exploded in recent years, so too have the number of races held on the mainland. But to most outsiders, including cyclists from Taiwan and Hong Kong, the model of grassroots road cycling development remains a mystery. Cycling iQ* offers an explanation of the framework.
The China National Light Industry Council (CNLIC) is a national organisation that services and monitors the performance of 26 industry associations on the mainland, including the bicycle industry. It recently released its list of the top ten bicycle enterprises in China, based on evaluation of each company’s market, profitability, revenue and volume.
2012 marks a major milestone for Giant; two decades have passed since the Taiwanese brand first forayed onto the mainland. Following a tour of Giant’s impressive new factory in Kunshan, Cycling iQ sat down with Giant China’s GM of domestic marketing, Kevin Zhu, to get a status update on the company’s progress in China.
From its roots as a Taiwanese Original Equipment Manufacturer (OEM) in 1972, Giant Manufacturing Co., Ltd broke ground in China 20 years later, when it opened its first manufacturing facility in Kunshan, Jiangsu province, on October 8, 1992.
In the ten years since Giant Bicycle Co. Pty Ltd (Australia) first registered a New Zealand branch office, the company has relied on a third-party agent to perform market development functions across the Tasman. However revenue has flat-lined and direct intervention has been actioned.
Not only did Filipino cyclist Joel Calderon (Mail and More Cycling Team) demoralize an entire field of seasoned international pro cyclists in yesterday’s head-splittingly hard mountains stage, he did it on a bike that could have been picked up on eBay for less than $1,500.
A splendidly frivolous week of riding in New Zealand earlier this month means this week’s edition of Twintel covers the last fortnight of Cycling iQ Twitter highlights. In this installment: AsiaTour contrasts, Chinese bicycle market data, Giant Bicycles hits revenue wall in NZ, composites supplier Toray goes back to Uni and a cool new gig … Continue reading
In this week’s edition of Twintel: Giant and Merida shareholders watch paper fortunes rise and rise; whilst Sonova shareholders go after Director, and BMC owner, Andy Rihs. Tour of China doubles up. New market entries by Boardman and Specialized. Team Sky does its own bike reviews, and Flight Centre Limited’s bike sales take off.