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Asian Bicycle Show Dry Goods: "2016 China Sports Bike Industry Report"
Source: LeTV Sports
On September 14, 2017, the 7th Asian Bicycle Show was held enthusiastically at the Nanjing International Expo Center. On the second day of the exhibition, Mr. Li Wei, General Manager of Nanjing Ningfei Exhibition Co., Ltd. and Director of Asia Bicycle Show, hosted the “2016 China Sports Bike Industry Report” at the exhibition. The report combed the detailed data for one year in China. The development of the sports bicycle market, and based on historical data and future industry developments, gives market forecasts and has important reference significance for the Chinese sports bicycle market.
According to the "Report", the size of China's sports bicycle market in 2016 was about RMB 64-7.5 billion, and the annual decline was about 15.2%-10.5%. This is the second consecutive year that the industry has shown a downward trend since 2015. Since the sports bicycle market is mainly composed of the whole vehicle market, and the bicycle complete vehicle is a durable consumer product in the market, its update has a certain scale, and it is normal for the market to have certain fluctuations. But from a consumer perspective, the market still has some potential. China's bicycle consumers are far from mature, and there is huge potential for consumption habits, consumption patterns and overall consumption.
According to forecasts, the market may show a significant upward trend from 2019 to 2020.
The scale of China's sports bicycle market in 2012-2016 (100 million yuan)
From the product category market share:
In the overall market size, sports bicycles accounted for 62% of the market, spare parts accounted for 15%, clothing and equipment accounted for 23%.
The proportion of product categories in the market has changed in recent years. Around 2012, Chinese consumers tend to buy bicycle parts to assemble the entire car. Consumers at that time were relatively professional, so they generally had the ability to assemble their own vehicles. After 2015, as the consumer population expanded, more junior sports bike consumers began to enter the market. Relatively speaking, this part of consumers chose to buy the whole vehicle directly because of the lack of ability to assemble the whole vehicle, and entered the ranks of consumers as soon as possible, which led to the continuous increase of the market share of the whole vehicle in recent years.
In terms of clothing and equipment, due to the professionalism of the equipment itself, it can basically be used only in the people who exercise bicycles, which limits the market expansion space to a certain extent. At the same time, because a large part of Chinese consumers' clothing and equipment is donated through club activities, the actual consumption market of some products is shared. This has also led to a limited market share.
China's sports bike product category market share
From the market share of the vehicle brand:
Chinese bicycle brands still use Taiwanese brands as their largest market share, and Chinese local brands have risen in recent years, occupying a considerable market share. The market share of foreign bicycle brands is relatively small. With the gradual improvement of Chinese sports bike consumers, their consumption level will increase accordingly. Consumers pay more attention to the technology and quality of bicycles, and the demand for high-quality foreign products will increase relatively rapidly.
Vehicle brand market share
The consumer price range of the Chinese sports bicycle market has certain characteristics. As the consumption component is mainly based on the entire vehicle market. Due to its technical limitations, the price of the whole vehicle is unevenly distributed, and the main consumer price range is concentrated at ￥3000-8000/unit. In the future market, this kind of development will have corresponding changes with the maturity of consumers and the stability of the market. In general, there will be a trend of high-priced consumption, and some breaks will occur in the consumption range.
Current consumer price range & future consumer price range
According to relevant reports, China's current sports bike population is about 6 million, accounting for 0.4% of the total population. Compared with other countries, the proportion of bicycles in China is very low. But at the same time, the Chinese people's desire for sports and healthy consumption is very strong. There is a huge market space in this. Although China's middle class pursuing health and sports cannot all be transformed into an active bicycle population, given China's huge population base, its future expansion space is still very large.
On the other hand, as the pressure on China's health care system is growing, the Chinese government is increasingly promoting health and sports, and accordingly requires local governments to carry out related sports, including cycling. This is undoubtedly good news for the development of the Chinese sports bicycle market. According to incomplete statistics, China has nearly 1,000 bicycle business events with more than 250 participants in 2016, and has 250,000 people participating in various bicycle races every year. This does not include clubs and private small-scale sports and events.
"Report" research details
In order to better understand Chinese sports bike consumers, the report producers jointly launched the 2016 China Sports Bike Consumer Survey with BIKETO.com to conduct first-hand data on Chinese sports bike consumers in the form of questionnaires. The collection, and the use of consumer portraits for Chinese cycling consumers.
At the basic information level of the respondents, young and middle-aged men account for the majority of them, and most of them have received good education and are at a medium-income income level. In terms of exercise frequency, the respondents’ movement aims to pursue health, and Maintaining a high frequency of movement; on the other hand, in order to use different types of sports, more than 40% of the respondents have more than two bicycles, hard-bike mountain bikes and road bikes; in terms of spending habits, interviewed People prefer to buy products through physical stores, and the owner has a strong desire to re-sell.
The producer of the report, Beijing Demans Exhibition Co., Ltd., said that since 2013, the agency has carried out relevant market research work on the Chinese sports bicycle market every year, and has reported the data in China and Europe respectively. release. The annual report will continue to be released during the Asian Bicycle Show next year.