The past two years have been too special for the bicycle industry. On the one hand, the new crown epidemic has hit the transportation and tourism, sports and entertainment, physical stores and other industries, but it has also brought the bicycle industry a thrust out of the trough. The trends presented in 2020 such as the continuous increase in cycling crowds, strong consumer demand, and supply-side production capacity shortages will continue in 2021. Looking ahead to 2022, Omi kerong has the opportunity to omit the novel coronavirus epidemic, and the overheated bicycle industry is also likely to usher in a slight correction.
In the new year, I did the Bicycle Industry and Sports Survey again, analyzing industry trends through data from 800+ questionnaires. Similarly, this survey is mainly aimed at the core population of active cycling in China, please look at the results of the survey dialectically.
First, the age and gender distribution of the respondents will be analyzed. From the age group of 18 to 40 years old, the number of people is distributed on an average basis of 26 to 31%, and the number of young and middle-aged respondents accounts for 85%. Considering that the survey is based on the Internet, it is more about listening to the voices of young people. In terms of vehicle age, 30% of the respondents are more than 9 years old, an increase of 10% compared with last year's survey, so it can be considered that this year's survey is more biased towards hardcore riders. In terms of gender ratio, men account for 95.7%, and gender imbalance is also an international problem for the sport. If readers are interested, I will do a survey of female riders to understand the ideas of girls.
Model ownership
This year's model ownership survey refines the model options and compares it to last year's survey. Road bikes and mountain bikes occupy the top two without suspense, accounting for 89.6% and 51.7% respectively, an increase compared with last year. The share of folding cars/wheel paths increased slightly by 19%, while the share of Gravel decreased to only 8.5%, contrary to the international trend.
This year's survey also added two EBIKE options, but fewer than 2 percent of users have electric road bikes or mountain bikes; compared with 12.7 percent of "Chinese-sized" small electric donkeys.
Cycling consumption
2021 is a year of withering events, and the economic situation is not good, but the consumption level of riders is still not low, only 26.7% of the surveyed riders spend more than 10,000.
Domestic preference
The survey was conducted for the second consecutive year, and this year an intermediate option was added. The survey shows that in the three products of transmission kit, frame and crank, international brands still have a greater advantage, of which the kit can be said to be an absolute advantage. Once again, we call on domestic kit manufacturers to work hard, and there are new opportunities in the era of electric transformation of oil saucers.
In terms of grouping, with the development of various domestic integrated handles, EXS ultra-light bending handles and other products, the respondents who invest in international brands have dropped from 62% last year to 50.8% this year, and it is expected that in the next two or three years, domestic products will have the opportunity to catch up or even surpass. In terms of wheels and ultra-light parts, domestic and international brands are basically the same. Intriguingly, in last year's survey, the domestic round still has a support rate of 65.8%, which has dropped sharply this year.
The power meter is the only product that is significantly leading by domestic production. Thanks to the inner roll of the domestic three strong, the threshold for riders to get on the power has been greatly reduced, and the situation of taking thousands or even 10,000 or even 20,000 to buy foreign patch power meters a few years ago has gradually disappeared.
Vehicle consumption intentions
This year, for the first time, a survey was conducted on the intended purchase of models, and the options were also set up in detail. What was more in line with my expectations was that integrated road vehicles occupied the top spot with a ratio of 40%. However, the ultra-light climbing car and the triathlon/TT car occupy the second and third places with a ratio of 29.2% and 17.7% respectively, which is relatively surprising to me, after all, the actual ownership of these two models is low.
The "racing melon car", which has only been hyped up in the past one or two years, has surpassed the pneumatic road car to the fourth place; and the purchase intention of the endurance road car, hard-tail XC car and soft-tail mountain bike behind it is also very close, between 13 and 14%.
As for electric mopeds, both the number of ownership and the intention to buy are the lowest.
Brand ownership rate
To sum up a few points:
1, the pattern of Giant-Merida-Lightning-Triker-Canon Dell has not changed. Lightning narrowed the gap with Merida and widened the gap with Triker. Considering that Cui Ke has continued to exert efforts on offline dealers in the past two years, it is expected that the proportion of the market will increase in the future period.
2, Pina, Cervelo, SCOTT and other international brands continue to stabilize at a certain proportion, after all, these brands focus on the middle and high end, there is no volume.
3, among domestic brands, the actual sales of Xidesheng, JAVA and other brands are much larger than those presented in the survey. However, in the core group of riders, it is not easy for mid-to-high-end road/mountain vehicles to be recognized.
4, in the "other", Orbea, Argon 18, De Rosa, Santa Cruz and other international brands, as well as Oishi, Attack Team, Daxing, Decathlon and so on have more nominations.
Car price point
In this year's survey of the price points of bicycles owned by riders, the proportion of each price point has not changed much compared with last year. The 2~5w price point is still the most popular choice, and this range is considered to be a price segment that takes into account both competitive performance and cost performance. For reference, the proportion of people in the four price levels (from low to high) in 2021 is 32.7% - 35.3% - 25.1% - 6.9%.
Circle disc ratio
The question of whether a road car is a lap brake or a disc brake has been debated in the industry for many years. In the new year, the proportion of disc brake users increased from 30% last year to 37.5%, the proportion of circle brakes fell to 54.1%, and another 8.4% of users were in a state of swing. With most bicycle brands pushing disc brakes, lap brakes are gradually not updated or even discontinued, and the proportion of disc brakes will increase significantly in the next few years. Of course, more than half of the circle brake stock is also reminding manufacturers that the patch market cannot be ignored.
Proportion of parts market share
In this year's industry survey, I investigated the market share of key spare parts of each bicycle (the kit was not checked, maybe it is necessary?). ), also came to a lot of interesting conclusions, the following analysis one by one:
1, the competition of wheelset is the most fierce, and the number of brands involved in the inner roll is comparable to that of the vehicle/frame manufacturer. With its very advantageous vehicle shipments, Giant also occupies the first place in wheel group ownership, with a proportion of 21%. The second is the domestic brand Fang Yuan, accounting for 16.4%, even Shimano, Mawick, CP, Fulcrum, DT and other industry big names are lagging behind; of course, considering that CP and Fullcrum are one, they are enough to surpass Fang Yuan. Roval's advantage over the mallet brother is basically the same proportion of lightning relative to the proportion of The Trick's entire vehicle market. Vortex and LUN are also representatives of emerging brands of domestic wheels, but their market share in the domestic market is still far from being far behind. Zipp basically abandons the low-end market, so the sound volume is greater than the market share, only 7% share. Will and BR, two self-compiled wheel group brands, have a market share of 4.4% and 3.9% respectively, which is invaluable. Among the "Other" options, 0011, as well as various Xiamen carbon, self-editing, the roll call rate is higher.
2, the horse brand has not unexpectedly become the most popular tire brand, accounting for up to 60.2%; the brand, whether it is an open tire, a vacuum tire or a tube tire, has a strong product power of the explosion. Victoria came in second with a 38.1% share of graphene. Shiwen and Zhengxin Maggis both ranked third and fourth with a share of about 22 percent; other tire giants such as Kenda, Chaoyang, Pirelli and Michelin did not perform well in the survey. Goodyear, which has just returned to the domestic market, accounts for only 3.4%, and it is still necessary to step up its product and sales strategy.
3, the saddle is a very important "FITTING component", which greatly affects the comfort of the bicycle. As the pioneer of the short front nose cushion, Lightning has captured the ass of many domestic riders with comfortable products such as the Power family, ranking first with 40% share, and even winning the two winning generals of Giant and Shimano. Fizik, while not flattering to The Fitters, still has 19.2% of riders choose it. Among the "Other" options, a variety of ultra-light full carbon seat cushions have been nominated.
4, specifically for the investigation of domestic spare parts, Maijin and Si different two high power meter brands occupy the top two, the advantage is obvious. EXS currently only has one "intestinal powder handle" on sale, which still has a 15.2% share and a third place ranking, which is very dazzling. In the domestic kit brand, Shuntai has nearly double the advantage of blueprint.
5, the field of code watches is still the only one of Jiaming, with a share of 65% far ahead of the second place Ofruiteng by 45%. Maijin is the highest ranking among domestic brands, with a share of 16.8%. After Wahoo removed the "influencer filter", its share was actually only 5.2%. Beginners such as SIGMA and Shundong accounted for a very low proportion of this survey.
Kit preferences
Obviously, the proportion of electronic transmission intention users and swing users has increased, and only 13% of the "firm mechanical transmission users" remain. The background that needs to be explained is that at the time of the 2021 survey, SRAM RIVAL AXS has not yet been released; in the 2022 survey, Shimano released two sets of 12s IRIS kits, but the volume is small and the price is high, and the third level of ecstasy has not yet been found. I'm interested in next year's survey, where the selection of ecstasy kits will be more abundant and market prices will return to normal. As various kit manufacturers cut off the mechanical version of the high-end kit, the nail households with mechanical speed will face "forced demolition".
Inner trace preference
The dispute between the inside and outside wiring is no less minor than the dispute between the coil disc and the electro-mechanical dispute. In fact, these three are mutually exclusive, because the disc brake + electrokinetic + full internal trace is often on the same page. In the survey of 2021, the proportion of intended users in the whole inner line has exceeded half, and this year it has further increased to 73.4%. Manufacturers who are still releasing out-of-the-loop models can be described as rich and expensive. In addition, the full internal routing of mountain bikes is also emerging, and it depends on how mountain bike manufacturers respond.
One put
From the road to the mountain, the sales volume of the two-year integrated will also grow rapidly. Two-thirds of the respondents in this survey still have not used the one, and only 8.15% of the users of the faithful one, it seems that this product still has great market potential.
Personal equipment
This year I conducted my first survey of four major types of bicycle personal equipment, and the results are also very interesting:
1, Shimano has become the first cycling shoe brand without suspense, accounting for 53.8% of the market, and the relatively suitable shoe type for Asians is indispensable. Lightning once again made the list, ranking second. Both brands are very comprehensive in their high-end, high-end, and low-end products, and each time a new shoe is released, it will attract a lot of attention. Domestic cycling clothing brand Sentike power shoes have achieved great results, ranking third with a share of 13.8%. SIDI has long been synonymous with high-end lock shoes, and although it is weakened by the popularity of FITTING, it still has a 12.4% share. Other brands, whether international brands or domestic brands, do not account for a high proportion of the market, and the frequency of replacements/SKUs is a loss or an important reason.
2, the clothing field is a stage for domestic brands to show their fists, after all, localization design and operation is the key to achieving market share. In this survey, Sentike topped the list with a share of 31.9%, and the gap between second-place Maisonland and third-place GRC is slight. GrC has gained quite momentum in the past two years, and now it is the first echelon of domestic production. In contrast, the former brother Jieku was a bit behind, and was surpassed by Decathlon to rank fifth. From Scorpion to Rapha to Lightning, the share of these three international brands is also good. Domestic veterans such as SYV, Monton, and CCN also have a stable market share. Compared with other fields, the Matthew effect of cycling clothes is weaker, and emerging brands will also have a certain living space.
3, lightning helmets can account for 39.3% I did not expect, but they have 300 pieces of MIPS, Giant is afraid to see it. The second and third are KASK and GIRO, which are regulars in the Grand Tour. Among domestic brands, only PMT barely exceeded 10%, and the overall competitiveness is too weak. In the case of basic homogenization of quality and great advantages in price, why is domestic production cold? Design, design, or design, design is the core competitiveness of helmet manufacturers.
4, the glasses field Oakley is far ahead without suspense, 100% was taken by Sagan for a few years to rush to the second place, and the market share of other brands is a small fight.
Locking pedal system
Shimano only accounts for 69% of which is already very face-saving for Look, looking at the next door kit field...
Tire width and circle width preference
In recent years, the industry has been blowing the wind of fat circles and fat tires, what is the actual situation?
24mm or 25mm is the most popular tire width, correspondingly, 22-25mm is the most popular lap width. The 28c is indeed the future trend, but neither the tires nor the rims have yet to catch up with the 25c, so keep up the good work.
Tire and bed types
For tires, 80% of respondents chose open tires, vacuum tires after years of development, and finally one-third of riders accepted it, and the proportion of tube tires in 21% is not low.
Corresponding to this is the fetal bed. Tube tires and tube beds are paired 1:1, both of which are around 20%. Only 51.6% of users prefer pure open tire beds, indicating that 30% of open tire users retain the possibility of vacuum tire use. Hookless vacuum tires have only a 10.3% preference, indicating that even vacuum tire users are only about one-third willing to go to the straight edge ring. However, starting with Giant and ZIPP, some brands have begun to transition to straight edges. If one day the mainstream wheels on the market are straight-edge vacuum rings, can you accept it?
Box height preference
As the wheels get lighter, riders are becoming more receptive to high-rim wheels, such as Vortex's N6 and N4 sales have basically reached 1:1. In this year's survey, the most popular box height is 45mm, and 4 ranges from 35 to 50 have high support, but they have fallen off a cliff since 55. It is expected that the carbon spoke wheel market will roll up a wave this year, and next year we will see if the preferences of riders will change.
Carbon spokes
Domestic wheel brand are rolling carbon spokes, so, did you buy it?
According to the survey, 26.9% of the respondents have carbon spoke wheels, and 80% of carbon spoke wheel users think it is easy to use. Of the 73.1% of riders who did not have carbon spoke wheels, 42% were also interested in buying.
Event attention
There has always been a narrative in the industry that the tournament is becoming less and less watched. In fact, according to several market surveys I have done in recent years, whether it is a domestic amateur race or an international competition, the attention in the core car fan circle is still quite high. In the 2022 survey, the strong follower of international competitions also rose slightly to 45.8%. Of course, you can fully understand that this is my sampling bias, after all, I don't pay attention to my ring law and look at it in vain.
The Tour de France brand
Corresponding to whether they pay attention to the top events, are riders willing to pay for the brands that are on the top events? The results are as above, and domestic brands that want to enter the Tour de France can refer to it.
Show attention
The Shanghai exhibition is indeed not as good as the previous new products/luxury cars, which is also an inevitable trend in the era of social networks - the publicity methods of manufacturers and the information access channels of the audience are diversified, and they no longer rely on a single large-scale offline exhibition. However, as the only bicycle industry event in China, in 2020 without it, the industry feels empty - after all, the more netizens, the stronger the demand for running. So, this year's market survey asked if they were paying attention to the Shanghai exhibition – and concluded that only 17.3% of respondents would ignore its existence.
Outbound cycling
In 2019, before the outbreak of the epidemic, overseas cycling tourism already had such signs as the dawn before the blowout, but the new crown epidemic delayed everything. In this survey, 20.2% of the respondents have overseas cycling experience, which can explain the potential of the overseas cycling tourism industry to some extent. A thousand words, just wait for the epidemic.
Wish list
In every rider's heart, there will be a wish list of rides to a greater or lesser extent. On this question, I set up a fill-in-the-blank question for the interviewees to play freely.
In the domestic cycling events/activity column, the events (activities) with the highest roll call rate are Yunnan Gryffindor, Qiandao Lake, Tour de France Challenge, Qinghai Lake and Siguniang Mountain Climb. Among them, the ring around Qinghai Lake and the ring around Hainan Island do not refer to a specific event or activity, but a cycling route; there can be so many riders to name, indicating that this route is deeply rooted in the circle of riders.
In terms of foreign events, ASO's Tour de France and paris-Roubaix challenge have the highest attention, and I can say that I am partly credited with the high attention of the Roubaix Challenge. Cape Epic, which has been challenged by many famous domestic mountain bikers, has also become a riding target for some riders. The Ring flemish challenge and "Iceland's Gravel", thanks to the popularity of social platforms, also have many rider nominations.
This question has more than 300 riders to give the answer, can not be listed one by one, interested friends private message I get a complete list of answers.
brief summary
Year after year, the epidemic is still endless. The riders also bought the car, the new equipment was also on the whole, and they waited to go out to ride the wave. Now the bicycle industry does not need the epidemic to promote, hurry up to usher in the day of full opening!
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