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Asia Bike Trade Show

China Sports Bicycles Market Report 2015

Source:Unknown   Add Time:2016-09-12   Hits:32

As a professional trade show on sports bike, Asia Bike is not only a platform for presentation of brands and products, but also an important platform for communication and information exchange. The 6th Asia Bike takes place in Nanjing China from September 13 to 15. On the first day, the 2015 China sports bicycle market report is released by Asia Bike organizer.



The 2015 China sports bicycle market report based on the market retail sales and delivery, sports bicycle market sales channels, consumer surveys. The data are from Interviews with major brands, report from the distributors or retailers, government report, official company reports, industry statistics, internet sources, stock market publications, research from 42 researchers and consumer surveys that cooperate with the largest professional bicycle web media in China, Biketo.com. Finally, it uses a model to analysis these big data in four aspects: China bicycle market, China high-end sports bicycles market (QTY, $, trend), consumer research and the future.


Part I. China Bicycle Market Overview


1.  China Consumer Market overview and Chinese mainstream consumers


Four Tiers of Chinese Consumers

From the picture above, we can see urban middle class is the Chinese mainstream consumer group.


From the picture above, we can see recreation (sports) and well-being are the highest potential growth categories.


2. China ALL Bicycle Market 2015 Overview

From the picture above, we can see China is the world's largest traditional bicycle market. From January to December, the total bike production is 80300000 (2014: 83000000); Total exports amounted to 57500000 (2014: 62700000), taking up a percentage of 72%; Made in China, domestic consumption: 22800000 (28% of the total); the average unit price of exporting reaches 390 Yuan (6.3% growth compared to 2014).


Part II. China High-End Sports Bicycles Market (QTY, $, trend)


1. Bicycles and bicycle equipment

We can see that retail amount of the bikes and equipment is 7.6-8.4 billion RMB in 2015 (~1.2-1.3 billion US$ or 1.1-1.2 billion Euro), declining 16%-18% compared to last year.


2. High-End Bicycles market

High-End Bicycles include:
-Made in Taiwan (very small amount from EU/USA)
-MTB, Road, Trekking, City bicycles
-Per unit retail amount: between US$ 500 to 4,000+


Bicycles from Taiwan exported to countries


High-End Sports Bicycles 2015, Road vs MTB


3.Trend: Road vs MTB

From the picture above, we can see there is a sharp increase in Road Bicycle and decrease in Mountain Bicycles; the full-suspension MTB market is small, approximately 2,000- 3,000 units per year in China.


4. Product Categories shares


5. The shares of Sports Bicycles brands in China 2015


6. The key cities of Sports Bicycles sales in China 2015

There are 5 top cities which most bicycle shops locate: Beijing, Shanghai, Shenzhen, Chengdu, and Guangzhou.


Part III. Consumer Research


1. Sports Bicycles Consumers: Age group

We can see from the diagram above that cycling fans aged under 17 have obvious increase.


2. Sports Bicycles Consumers: how much to spend

We can see that consumers are more willing to pay for high-end bicycles.


3. Sports Bicycles Consumers: key factors affecting purchase


4. Sports Bicycles Consumers: where to buy

We can see more consumers prefer to choose online shopping


5. Sports Bicycles Consumers: how much to spend

We can see that more consumers expect to spend for high-end bicycles.


Part IV. China Sports Bicycles Market - Today and Future


1.During the next 2 to 3 years, the market is conserved positive. The reasons are as following:
○Growing of middle class population and disposable income.
○Chinese people are already familiar with Cycling (compare to Golf/ Tennis/ Outdoor).
○Potential cost decrease/quality improve of China made bicycle (zero import tax).
○Government favorable policy about Sport and Cycling.
○Bicycle Sport population is still increasing, variety of bicycle events continue growth country-wide.
○Per unit retail price increasing:  High end bicycles are demanded.
○Consumers expect more about brand authenticity, value and after sales service.
○Address the riders capability and riding style different (29er, 27.5+, gravels-road, disc-road etc).

We can see that the China bicycle market has seen enormous growth in 2012 to 2014.


As in 2015, only 11% of the population has reached the middle class. As their ranks swell, so will their effect on the economy. Following Clothing, Food, Living and Mobility, there will be huge potential for the recreation sector, especially sports related industries. But to take advantage of them, bicycle businesses will need to understand China’s Urban Middle, and align pricing, product offering, sales channels, marketing communication and other practices to the groups’ specific needs.


2. The power of Chinese capital market


Modern concepts spread fast, compared to traditional concepts, they are more energetic. On the other hand, people begin to focus on domestic market and capital investment.