If there was a book entitled “How to monetize your brand loyalists – what every bicycle brand should do”, surely one of the chapters would relate to issuing a ‘limited edition’ frameset. There’s almost no better way to break through the already-fragile consumer rationalization of a well-heeled road cyclist who may already have a spare … Continue reading
When Cycling iQ began in September 2011, Twitter seemed like the perfect platform for sharing snippets of data from the bicycle industry and UCI AsiaTour. Logically, not all readers will be amongst the 200 million registered Twitter accounts worldwide; nor is there time to read everything. The weekly Cycling iQ ‘Twintel’ (Twitter Intel) digest, an … Continue reading
Taipei Cycle Show is to the bicycle industry what BaselWorld is to the jewellery and timepiece sector. It’s the mass platform for brands and factories to connect with buyers all the way down the supply chain. Now in its 25th year, almost 1,100 exhibitors are competing for attention within the reinforced walls of the Taipei World Trade … Continue reading
So long, November. As cycling consumers finalise their Christmas 2011 shopping list of bikes and gadgets, the bicycle industry’s Product Managers have returned from Taichung, Taiwan, after ordering parts for the bikes those same consumers may buy in 2013. Welcome to the weird world of the bicycle industry product cycle.
The emergence of e-commerce in the bicycle market was an affront to almost every aspect of an industry business model that had for years thrived on handshakes, muffin-toting sales representatives and the seductive embrace of high margins. Though online stores had essentially evolved in full public view, a majority of the bicycle industry’s distributors and … Continue reading