Continental exercise bike industry analysis

 Chapter I: Introduction
Section sports car industry: graphic
exercise bike sports car industry is not only a manufacturing industry, the production of bicycles and related products in the industry, but also on behalf of environmental protection, fashion, health, science and technology industry Her products can bring people a better life, to narrow the distance between people and nature to inspire people to challenge themselves and move forward potential. from the bicycle industry is easy to see, a bike from the original only as a means of transport tools, and gradually evolved into one sport, fitness, recreational sports bike models from a single progressive development of materials and leading-edge technology, the use of high-tech composite materials and a variety of functions, style exercise bike, and then as global warming and the arrival of the energy crisis, many developed countries will exercise bike as the best environmentally friendly transport system into a big bus, and now, a bike has become a symbol of modern civilization developed, and exercise bike industry has become a sunrise industry.
exercise bicycle parts bicycle industry, including manufacturing, vehicle assembly, material processing, and production of bicycle manufacturing machinery and tools, and also includes bicycle traders, distributors and stores, etc., from production to sales of a complete system, and extends to the media areas, the formation of the advertising market and the cultural products market.
II: high-tech industry
beach-goers mm ergonomic exercise bike, carbon fiber technology, life science, aerodynamics, scandium alloy technology, titanium technology extensive use of technology to the sport bike, sport bike largely reflected in the value of these high-tech, these high-tech makes the exercise bike with a high strength, low weight and high rigidity, low failure rate, and can do many harsh terrain, weather and altitude. support exercise bike industry must first be clear, this is high-tech industry, not the traditional low value-added bicycle.
III: high-end luxury sport bikes
mm can not be a luxury universal, cycling is a luxury sports in foreign countries, so when the time came to China sports cars, also maintained the characteristics of luxury goods, expensive, fine. which determines the high-end sport bikes in the consumer concept of cultural content on the height. cheapest price competitive sports bike more than 12,000 yuan, not including riding accessories (helmet, gloves, sports drinks, special clothing hh), which reflects the price of high-end sport bike side, the same time, high-tech building high-end sport bike rider able to enjoy smooth natural freedom, the pursuit of speed boost, this is sport bike side of cultural content. high-end sport bikes as a healthy and progressive luxury goods, in line with the slogan of the era of green energy , to small to suffer from the traditional luxury of the economic crisis facing. In short, the positioning of the high-end sport bike should be a luxury.
the fourth quarter, not just selling cars mm non-vehicle sales industry introduced
sports car industry not just sell expensive sports bike, it forms a huge advertising market, such as the Tour de France sponsorship advertising to reach 50 million euros, Air China to 21 teams through the provision of air services to successfully sponsored its eighth Tour de Qinghai Lake International Road Cycling Race ; it forms a huge market of cultural products, such as event themes jersey, mountain bike series top players shooting inspirational film have to wear protective gear such as bicycle travel is safety accessories, spare parts market as much as vehicle sales market; it forms a huge tourism market, Mianyang City, about 1,000 people every weekend riding bike enthusiasts travel, 318 State Road, Youyi South Sichuan-Tibet line, for example, 7-8 months are bicycle travelers across the board, a huge passenger trips tremendous consumption; it forms a living hall market, second-tier cities are in a living museum of many bicycles. So the development of sport bikes, have clearly this is not a mere marketing vehicle industry.
V: Shenzhen sports car industry introduces
20 late 80s, with the start and development of Chinese bicycles, bicycle company in Taiwan Shenzhen began to move a lot, bringing the new system, new equipment, new technology, new design concepts, etc., began producing a new exercise bike bicycle mm, with Shenzhen as the center of the bicycle industry with the Pearl River Delta, Shenzhen exercise bike industry has also laid the absolute leading position in the mainland. In Shenzhen, the Taiwanese bicycle companies, after ten years of development, to expand international market development, has grown up. At present, Shenzhen has nearly 200 of the vehicle and supporting enterprise , the number of workers employed over one hundred thousand people, the output value of more than 10 billion yuan. has formed a relatively complete set of R & D, production, infrastructure, trade as one of the industry chain. to Shenzhen has become a global production base of high end bicycles. products exported to the U.S., EU, Australia, New Zealand, Japan and other developed countries and regions. Over the years, Shenzhen's bicycle industry is currently in the R & D capabilities, production technology, exports, etc., to maintain a leading domestic Shanghai, Tianjin and other regions bicycle industry dominance. many high-end international brand bicycles gradually shift from Taiwan to Shenzhen production; Shenzhen's local businesses have created a certain well-known international brands, many brands of sport bike exports of up to $ 1,000 price, but also further increase. in development and application of new materials, the late 20th century, 90, bike companies in Shenzhen on the application of aluminum is a world leader, at present, the development and application of new materials has been related to magnesium alloys, titanium alloys , carbon fiber and other new materials, while the development and application of new technologies, but also has made significant breakthroughs and progress.
VI, foreign developed areas
bicycle traffic trends made available for the British capital London, a special bike paths, a very eye-catching green paint, and some turn down a special section of Au to prevent collision. In the Netherlands, the streets are marked with bold red bike paths, even if the turn, cars will always be asked to avoid bicycle, and the Netherlands provided, motor vehicle hit the bike, no matter who is right, motor vehicles must be held accountable. Odense, Denmark's third largest city built more than 550 km network of bike paths .2010 at the Shanghai Expo, Odense .
organize the world's first State's longest bike path.
Chapter II of the sports car market potential
Section: 2008 survey of continental bicycle market
(a) 2008 Introduction of the mainland market survey Bicycle:
commissioned by the China Bicycle Association National Bicycle Industrial Information Center in Beijing, the end of 2008, including fourteen provinces, municipalities and autonomous regions to carry out a production-oriented enterprises, distributors and consumers surveys, coverage for the above-mentioned provinces, municipalities, provincial capitals belong , prefecture-level cities and 60% of the county-level city, copies of valid questionnaires 81O5.
(b) of the important findings
1, sport bikes and leisure, fitness function of concern. in the use of use of the survey, more than 20% of the consumers to choose a bike for recreation and fitness tools (choose a bike as a fitness tool for consumers, 9.2%; choose a bike as a recreational tool 11.7%). More and more people began to realize that cycling fitness, leisure and entertainment role in promoting the development of sports bikes.
2, exercise bicycle shops (hereinafter referred to as car dealers) in the service advantages: There 3O.O% of consumers believe that ill-bike service, products, and service quality needs to be improved. Dealers are sport bike sales terminals, sports bike because of the high profits, so the cost of car dealers have adequate quality of service.
3, rational consumption of consumers in enhancing the brand soft power required to continuously improve the .35. O% of consumers believe the brand was to evaluate the quality of good quality is the first factor, 20.8% of consumers believe that price is to evaluate the quality of the brand is the first factor. It should be noted是, 1O.O% of consumers believe that good service good bike brands. brand sports bikes sales are brand stores for the sale terminals, have a good store environment and atmosphere of a strong campaign, reflecting the high brand soft strength.
(c) survey concluded
through the quality of life, especially for healthy living is rising, and on the brand of soft power is rising, and sports car brand stores (dealers) conform to the requirements of consumers, with 28 million bicycles in China market, exercise bike is bound to expand market share, greater sharing of mainland market.
II: the booming mainland
cycling exercise bike to China 90 years, the last 5 years of rapid development, and training a large number of bike enthusiasts, the general will buy a few thousand sports car, the bike enthusiasts also brought along the bicycle parts industry, to buy helmets, gloves, riding clothes and other accessories, or purchase parts to upgrade the vehicle configuration has also created a huge market. Currently, the mainland market has also had a bike culture, sprouting, bike magazine appeared. more and more people contact and love on the cyclist, who love sports love life love nature, the number of bike enthusiasts explosive growth, the structure has changed, evolved from the male to the female more fans, mainly from youth development to mainly young and old of the young secondary. fast-growing consumer group has greatly promoted the development of the bicycle industry.
III: a substantial increase consumer power to buy sports bike
current consumption are no longer limited to bike enthusiasts, with the economic development of the general population are willing to spend thousands of dollars to buy a sports bike, for commuting or fitness equipment. sports car also landing a huge car market of students, parents willing to spend a thousand to several thousand dollars for the children to safety buying a travel bike riding to school. According to a county-level city in Sichuan Dealers data, when the county (or county-level cities) GDP Pobai billion when the spending power of residents enough to support the development of sport bikes, the present mainland of county-level administrative regions exceeded the number of billions of rapid increase, the sports car market by three or four lines of a second-tier cities to urban expansion, with a significant increase power consumption, the economic foundation of sports car market will be more solid.
Section: Perspective from the export of foreign sports car market
most noteworthy is the unit price of 2,219 yuan a data, a bicycle factory price reached 2,219 yuan, which is undoubtedly of high value-added embodiment, which is the mainland sports car industry development mm high value-added high-end sports car exports to the mainland bike routes .2008 total 56,585,000, of which only 35,000 sports car, less than 0.1 of total exports %, indicating that the mainland's export structure is irrational. export volume and value have great potential to increase, indicating that the mainland has the ability to produce to meet the high standards of foreign sports car, and a higher price competitiveness.
in quantity, to maintain 493% to 779% of the high rate of growth year on year, showing a foreign sports car market, the enormous potential of the depot on the mainland, marking the mainland of the exercise bike into the rapid export growth, but also in the early stages of growth. over-year declining trend, mainly related to seasonal and bicycle sales. exports maintained a growth rate of 150% up to 363%, compared to year growth rate is relatively low, directly reflected in the sharp decline in export unit price, the export price of about $ 200 also illustrates the mainland still in the low-end sports car sports car mainly in the production of high-end sports car is still less than exports.
the face of the year 2008 of RMB appreciation, raw material prices, labor costs rose to a substantial increase in production costs resulting from , outside the world financial crisis caused by the spread of shrinking global market, the export of bicycles in China, in addition to exercise bicycles, other non-sports cars are likely to drop sharply, which shows the strong vitality of sport bikes and future development potential. price comparison on the exercise bike as the only models hundreds of dollars, the export unit price equal to the sports car a few cars of non-sports car, taking into account the value-added factors, the most profitable sports car up to dozens of cars exports of non-sports car. visible exercise bike non-sports car manufacturers are facing a serious economic situation in a big way.
V, 3 years after the sports car market in the initial forecast mm2000 billion big market
According to 2009 data on exports, price by $ 212 re-export volume to 76,932 according to the half-year growth of 516% for 3 years, calculated the 596 billion U.S. dollars, and then follow the 1:3 output value of exports and the proportion of the remaining middle and lower reaches, obtained 3 years after sports car market in mainland China will reach 2,000 billion dollars in size, then, 200 billion U.S. dollars will cover a huge market for aluminum, carbon fiber, industrial paint, upstream, covering parts production plant, vehicle assembly plants and other midstream companies covering dealers, bicycle living museum and other downstream industries, but also involves advertising media, animation industry, logistics, insurance, cultural and creative industries, and other supporting industries, can be described as promising.
Chapter: exercise bike industry will be further developed the benefits of Shenzhen
Section: city image, create business cards
exercise bike industry, the city is not only a manufacturing, production bikes and related products industry, but also on behalf of environmental protection, fashion, health, technology industry, she can bring people to the product of a better life, promote the green, green, healthy lifestyle to narrow the distance between people and nature to inspire people to challenge themselves and move forward potential. Shenzhen, facing the world as a international city, the development of sport bikes, not only help to enhance the beautiful city of Shenzhen, is the world's understanding of modern China a green card.
II: to improve urban traffic
Shenzhen city from east to west are characteristics North narrow, more narrow, therefore, from the reality point of view, bicycle lanes and subway, bus and other public transport links, combined in order to ensure that the public travel. bike MTR, bus and other public transport travel mode has three advantages: One is to reduce the cars on the road to ease traffic pressure; the second is that more environmentally friendly and healthy way to travel, and less carbon emissions; Third, to meet some of the people riding ability, not all citizens have a good physical . bike off-road area of the car is only 1 / 8, the per-meter-wide road traffic passed by the calculation of the bike is 3 times the car, so bike lanes help to improve traffic efficiency, the road to occupy smaller areas meet more people travel. At present, Shenzhen took the lead into the bike lanes, and the Shenzhen government planning bike lanes by 2011 the total mileage of 245 kilometers, which will accept the riding sports car that people lay a solid material foundation for travel, in the long run, Shenzhen will help improve urban transport, urban transport to move closer to European and American advanced.
III: promoting employment, stimulating economic
present, Shenzhen, Shenzhen bicycle industry, including more than 20 OEMs and more than 130 parts plant, a total of nearly 200 of the vehicle and supporting enterprise, employment of more than hundred thousand workers, the output value of more than 10 billion yuan. the Dahon folding bicycle, for example, the global market in 2009 accusing him of first 4 months of sales and marketing amount compared with the same period in 2008, still has up to 60% growth, in order to better meet the domestic demand, accusing him of actively expanding production base, will create more employment opportunities. A similar situation also occurred in Merida who expanding the production scale of these OEMs to absorb more people jobs, attached to the vehicle plant parts plants will also expand the scale and attract more people to jobs.
the fourth quarter: promoting energy conservation
row of targets, tasks and overall requirements. value of water consumption by 30%. the amount of (COD) from the 14.14 million tons to 12.73 million tons reduction; national domestic waste water treatment rate of no less than 70% of industrial solid waste comprehensive utilization rate of 60%. In summary, the current, face to achieve emission reduction targets situation is very grim.
the development of sports from the bicycle industry to promote energy conservation the following two aspects: 1, is developing high-tech industries, the production of various raw materials and spare parts is a high-end type of product, process, factory management and process all aspects of technology to reduce emissions focus on reducing costs, this industry will promote energy saving and emission reduction and CO2 emission of major pollutants down .2 emissions, promote the participation of a large sports bike transit system to increase the ride exercise bike trips accounted for the proportion of urban residents and reduce the excessive use of private cars will be significantly reduced in the urban transport sector carbon dioxide emissions, the solution to urban traffic congestion problems, to reduce emissions, clean air, save energy, save land resources .
Chapter Four: Shenzhen Development Movement advantages of the bicycle industry
Section: City bike lanes to build the country's leading
under the years ago bicycle path length of 24.5 km (20 2009 35 km 38 km 16 in 2010, 2011 12 21 km), regional planning in the following three types of bicycle road system improvement: 1) large capacity backbone mm rail transit connection area, BRT site area within 1,000 meters; 2) activity area mm Area Bicycle higher frequency of use, such as schools, residential areas, industrial zones; 3) landscape leisure area mm large parks, public green and beautiful living environment areas. At the same time, improve bike lanes on some roads continuity (eg, Shennan Road); in the bike lane to set a unified and standardized identification system. Through these bicycle traffic building, expensive sports car to be good to go, easy to travel, so people are willing to accept this mode of transport riding sports car.
II: Mature mm Shenzhen, industry organizations and trade associations
bicycle industry bicycle industry in Shenzhen City Association (hereinafter referred to as the an important contribution to the bicycle industry individuals, bicycle enthusiasts, and bicycle-related service companies (such as exhibition companies, consulting firms, services firms, testing agencies, etc.), while absorbing the relevant research and teaching units. associations to strengthen the industry self-regulation to maintain market order and fair competition and safeguard the legitimate rights and interests of members and common economic interests, to serve its members, and to promote technology innovation, quality improvement, management improvement, communication and government members, the relationship between society and play to promote social and public The role of interests, and promote the healthy development of the industry. Meanwhile, the association more direct access to government support for sports car industry and directly enjoy the preferential policies. rely on the government's guidance and support, and actively reflect industry demands to the government until the National Development and Reform Commission made Committee agree that the approval by the State Council, the national industrial bicycle industry oriented catalog lift the restrictions, so as to Shenzhen and even bicycle policy space for industrial development. In addition, the Association to promote construction of a major impact in the global bicycle industry cluster base, organized International Bicycle Exhibition, enhance international exchanges and cooperation. so sophisticated bicycle industry organization in the country are rare, the development of sports car industry in Shenzhen is a major run-up device.
III: strong industrial base, the absolute living in mainland China leading
present, Shenzhen has nearly 200 of the vehicle and supporting enterprises, around Merida (the world's second largest brand), Dahon (folding top brands) and hi Allianz (China's first national brand) 3 large automobile companies, has formed a relatively complete set of R & D, production, infrastructure, trade as one of the industry chain, there has been saddle king Velo, chain King KMC (occupying 70% of global sports car market chain), and other high-end brands, Kenda Tires Kenda, ALEX rims Alex, good drawing in the side tube Jagwire other brands, as well as Wang Kwong VP (production pedal, axis), HL ZOOM (production of fork, seat tube, to stand) and other low-end brand. Shenzhen R & D and product innovation in technology is the absolute leader in the country and leadership, reporting directly to the Chinese bicycle industry has played a decisive role in upgrading the current development of the mainland with only a Shenzhen based on high-end sports car.
Section: National The only continent mm bike bicycle technology research institution Technology Development Institute
technology development centers in Shenzhen, is to implement the municipal government on the construction industry, public technical service platform for policy measures to better promote the technological upgrading of the bicycle industry in Shenzhen and development, by the Shenzhen Municipal Association and the National Bicycle Bicycle Industry Quality Supervision and Inspection Center (legal entity authorized by the state departments of Tianjin Bicycle Institute), in accordance with initiated the establishment of also includes information, training and other seven functions, and the forthcoming establishment of the testing, training and information center by the implementation of a unified transport management, for the bicycle business in Shenzhen and South China to carry out services. Its completion will provide a comprehensive bicycle industry in Shenzhen public technical services, and promote rapid industrial upgrading.
Chapter V: Analysis of failures mm Shenzhen China Bicycle Company (Holdings) Limited
Section: Shenzhen China Bicycle Company (Holdings) Co., Ltd. Introduction
( a) the establishment of Chinese history
Group by Shenzhen and Hong Kong, Tai Wan Lai Yingda bicycle protocol was established in 1984 and put into operation in 1985, a total investment of about 15 million yuan In 1987 the United States Schwinn Hong Kong Ltd. added, one-third of each three shares.
(b) of the peak period of the Chinese bicycle
1998 years ago, the reputation of Chinese bicycles in Shenzhen, Huawei is far greater than before In 1995, China had a bike for 5 Shenzhen ranked in the Ten of the best bike appeared on the U.S. list, as the world's largest bicycle production base, known as dollars, which is the pinnacle of the Chinese group. Chinese bicycle brilliant early representative of a certain degree of and industrial upgrading fatigue.
(c) growth of China bicycle bike because
Chinese Hong Kong-owned and foreign background makes the background of the concept in mainland China Bicycle .1 considerable lead in the product structure, China is not a production of the domestic market was ordinary bike. to 1991, Chinese bicycle product specifications, models and styles to reach 6 thousand kinds, mainly produces bicycles are lightweight hiking trend car, high car, stroller, car and climbing a total of five categories Advanced Aluminium Alloy This product structure is unique in the country at that time; 2, in the brand strategy, mode of operation of the Chinese bike is quite avant-garde at the time. Chinese in addition to registration of the ; (EMMELLE) two brands, also began very early in OEM, OEM customers include the returns. a few years ago the company established more than 50% average annual growth rate, as of the end of 1991 the output value of 9 billion after-tax profit of 76.913 million yuan. export position of absolute dominance, in 1991 the total sales of 9 million , the export share of 85% .4, smooth sailing on the capital market in 1992, Chinese bicycle company in the A, B share was listed, about 260 million yuan to raise funds.
II: European and American anti-dumping proceedings on a bike
1991, the EC filed a bike from China anti-dumping proceedings. China sales in Europe fell sharply, the lawsuit more than a year's time, spent more than 400 million U.S. dollars, this cost is equivalent to export 400,000 Bike of the profits. in October 1993 ruled the then European Community: Bicycle from China unified collection of up to 30.6% in vehicle anti-dumping duty, China's sales in Europe fell from 90 million to 20 million vehicles .2008 EU anti-dumping duty rate again from 30.6% to 48.5% In 1995, the Chinese market in North America to achieve 100 million, U.S. anti-dumping followed.'s lawsuit with the U.S. is a year and a half , although the final win, but the Chinese lost about 100 million units sold, and pay the high cost of litigation .1992 m1995 years, China also experienced in Argentina, Mexico, and more than anti-dumping lawsuits, a number of important bicycle export market have been closure. the impact of these anti-dumping area spread to credit, loans past clamoring for Chinese banks to give loans to .997 stopped the bicycle in China export orders for a total of 1.4 million, due to lack of liquidity, the order most of the hand cancellation, delivery is only 360,000.
III: Taiwan-funded enterprises and enterprises of the strong competition
mainland China's success has made more domestic companies flock to the export market, particularly for low-cost companies in Taiwan The large-scale shift to the mainland. Since 1992, Taiwan's huge investment in machinery set up production plants in Kunshan, Jiangsu Giant Bicycle, then, Taiwan has numerous bicycle manufacturers set up plants in mainland China, in 1995 the annual output has reached 44.72 million bicycles , accounting for more than a third of the world, China faces unprecedented strong competition. high-end sports car exports is limited, while more companies flock to the export market, China was forced to change the high-end sports car line, to increase low-end car production, thousands of these low-end cars and domestic cars of the bike to form a fierce competition.
Despite the increase in vehicle sales price, but the turnover increase was not significant. Encouragingly, becoming active in the domestic bicycle market, the Group has changed in the past does not produce a single-speed light trucks since the domestic policy, domestic sales are gradually rising . products, but there is no contribution in this respect China. An example of the diversification of China is the establishment of the Shenzhen Municipal Trade and Industry Development Co., Ltd., Ka Ming China, major cities in the country has established 21 wholly owned subsidiaries, joint ventures and offices , the main products are liquid fertilizer plant power plant nutrition in 2003. directly from the huge loss of more shareholders, affiliates or bankruptcy of the borrower does not yet. The second largest shareholder of ST Chinese foreign Central Hong Kong company that filed for bankruptcy, and large ring company ST borrowers have owed 522 million Chinese and another 2.2 billion receivables. According to the 1995 Annual Report of China, the Chinese subsidiary company in 1995 to 38.
Chapter VI: gorgeous The Machinery Industry Co., Ltd. turned to mm great change and rapid
I: Giant Manufacturing Co., Ltd. About
Giant in 1972 by the King Liu Tachia, Taichung County, was established in 1981, the creation of Giant mainly engaged in cycling, sport vehicles and parts manufacturing and marketing in Taiwan is a very professional bicycle factory, one of the few successful own brand, marketing, international business. Giant (Giant) is well-known international brands in Taiwan.
Giant Manufacturing Co., Ltd. (hereinafter referred to as great) was first established, and the mainland enterprises are similar, the same is the OEM for export (OEM) started, after nearly 10 years after quietly, in the early 80s to become a huge the Taiwan's largest bicycle manufacturer. At first, did not create its own brand of great ambition, but with the size of the company's further expansion, OEM orders continued to increase, especially in OEM orders account for the total investment Qicheng's SCHWINN stake in Shenzhen China Bicycle, the company executives on the OEM business risk and deepening worries about lack of autonomy, especially in OEM orders account for investment in shares of total Qicheng's SCHWINN after Shenzhen China Bicycle, so officially founded in 1981, An Jie Special (Giant) faced a huge brand In 1986 the biggest crisis since the birth, SCHWINN the grounds of high production costs in Taiwan, great care to set up factories on the mainland itself, removing the company orders the company faced enormous difficulties. < br> Although the vision has created its own brand, but the great road to walk a very difficult transition. Since the normal operation of the company's OEM business can not do without the support of the OEM orders lost SCHWINN, in order to avoid further loss of orders, great deal has taken positive measures to reduce the volume of business, has always believed that Giant is a great need to own brand management as a career, and OEM is a business, in order to do business, they must allow customers to growth and development to bring more customers to develop number of orders, in order to maintain a win-win situation. In order to retain customers, build ...