2023 is a year of vigorous development, and the bicycle rides out of "acceleration".
Cycling events have surpassed in the recovery, and the willingness to organize and participate in the races accumulated over the years of the epidemic has exploded, and both the event and the number of participants have increased significantly.
The "cycling fever" continues to heat up, which not only brings fire to the bicycle industry, but also derives more consumer formats, cross-border cross-integration, and stimulates new vitality.
2023 is an unusual year for cyclists.
The "2023 Wild Cycling Industry Analysis Report" restores the most real development status of China's amateur cycling in 2023.
The core of the report consists of four parts: first, the analysis of the characteristics of China's cycling events in 2023, the second is the analysis of various dimensions of China's amateur cycling in 2023, the third is the analysis of the equipment of China's cycling enthusiasts in 2023, and the fourth is the future development direction of cycling.
PARTI. 2023 China Cycling Event General Features:
Cycling events are fully recovering
With the advent of the post-epidemic era, domestic cycling events have fully recovered, and the number of cycling events in China will reach 525 in 2023, including 302 cycling events and 223 cycling events, doubling the number.
In line with the previous predictions of the report, cycling events have ushered in a comprehensive recovery: in terms of professional competitions, old professional events have resumed as scheduled, and new professional competitions have been added, and in terms of amateur competitions, from regional events to provincial leagues to international IP China competitions, there are rich and diverse events.
Respect for the law and further integration of amateur occupations
The cycling system has been further improved. With the first holding of the road cycling professional league, the event is fully connected to the world professional event system, and the same event, there are both professional and amateur races, and the professional and amateur competitions are further integrated and developed, and China's cycling events are more and more respecting the laws of sports.
Diversified gameplay "Cycling +" advances to the depths
No longer confined to the competition itself, the boundaries of the event have expanded to the depths: carnivals, camping parties, music festivals...... More and more leisure and experiential events have become the "standard" of cycling events, and the participation, fun and commerciality have been greatly improved, and it has become a new trend for family and friends to participate in groups.
Delayed retirement scooter participation group "age expansion"
In terms of scooter events, the number has basically returned to the pre-epidemic level. In 2023, scooter events will generally be "expanded", and the participants will no longer be limited to children aged 2-6 years old, so as to better meet the needs of parents and children, and better connect to the next stage of youth cycling.
PARTII. 2023 China Amateur Cycling Race:
According to the report, in 2023, the competition level is concentrated in B and C divisions, accounting for more than 80%, of which D events have dropped from 13.8% in 2022 to 6%.
Event type distribution
In terms of the distribution of event types, with the popularity of road cycling, the proportion of road races has also increased, and the number of road races is getting closer and closer to the number of mountain races.
Bonus distribution
In the multi-day race, the 2023 "Ancient Tea Horse Road" Ya'an International Road Cycling Race in Sichuan stood out with a total prize of 800,000 yuan, and the highest prize money in a single station was the 2023 China Outdoor Sports Industry Conference - Dali Erhai Bicycle Race. In addition, looking at the average prize money of each level of competition, there is not much change overall.
The province with the most active crowds
Jiangsu is located in the Yangtze River Delta, surrounded by a rich bicycle industry chain, with the highest activity of riders, followed by Guangdong and Zhejiang.
PART III ANALYSIS OF EQUIPMENT FOR CHINESE CYCLISTS
Bicycle attributes
In 2023, the proportion of domestic cyclists owning mountain bikes will be 51.06%, and the proportion of road bikes will be 46.03%. Under the influence of "cycling fever", the proportion of road bikes continues to rise.
Road car brands
Giant and Merida are firmly at the forefront, and their reputation in terms of brand reputation, technology research and development, and product quality attract a wide consumer base. With its excellent cost performance and accurate market positioning, Xidesheng also occupies a large share in the entry market.
These brands have met the needs of different consumer groups through innovative design and material upgrades, and promoted the progress of the entire industry.
Mountain bike brands
By offering technologically advanced, cost-effective products, and effectively leveraging its global network and brand campaigns, Giant has succeeded in attracting a large number of loyal mountain users. Xidesheng is also poised to move forward, with steady performance and continuous improvement of its market share.
Jersey brands
Sendike is well versed in the needs and consumer preferences of the Chinese market, and has a market share of nearly 20% by virtue of years of brand accumulation and channel advantages. Like Sendike, domestic brands such as Meisenlan, GRC and Magotan have also won the favor of many riders, and "domestic products" are becoming more and more popular.
Cycling shoe brand
As the most trusted brand in the bicycle market, Shimano also has a high market share in the field of lock shoes, with reasonable price + gratifying weight + online appearance, who can not love?! Sendike also performs strongly, a vast lock shoe in 2023, which is popular in major car shops and swipes the circle of riders.
Cycling helmet brand
KASK helmets are widely recognized in the market for their high quality, design aesthetics, comfortable wearing experience and high standards of safety performance. Domestic brands such as PMT and Senruimeng have also risen rapidly and have good potential.
Cycling glasses brand
Oakley and 100% can be said to be the leading brand in China's cycling glasses market today, although the price is not low, but its high quality and comfort naturally attract riders to pay.
Kit branding
Shimano's position in the shifting market is unassailable, as is the speed link focused on the mountain segment. Domestic brand blueprint, Shuntai and Lunfeng, etc., are also seizing market opportunities, and their market share is increasing year by year.
Wheel branding
The wheel market is fiercely competitive, with DT, Shimano and Roval occupying half of the country. Many excellent brands have also emerged in China, such as SUPERTEAM, Lun, etc.
Power meter brand
The price is close to the people + the after-sales is convenient, so that the thinking and Maijin are loved by the majority of riders in the domestic cycling market. P2M, Quarq, and SRM, with their professional performance, also occupy a large share.
Computer-watch branding
Whether it's professional training or daily riding, Garmin watches are the best choice for many cyclists. iGPSORT and Maijin have also won the hearts of more and more consumers with their ultra-high cost performance.
Trainer branding
Maijin occupies most of the domestic cycling platform market, and the momentum is only increasing. Thinkrider and Blackbird are also known for their high cost performance, and although they may not be as popular as Maijin in terms of popularity and market share, they also have a lot of fans.
PART IV THE FUTURE OF CYCLING
1. The "late-mover advantage" of outdoor sports is still sufficient
The Action Plan for Promoting the Construction of Outdoor Sports Facilities and Service Improvement (2023-2025) jointly issued by the five national ministries and commissions clearly proposes that by the end of 2025, the overall scale of outdoor sports will reach 3 trillion yuan, and relevant policies have been matched. With the support of the policy, the development of outdoor sports is still sufficient, and bicycles can also share the dividends.
2. Let riders travel with the event is the future
The event is not only a competition, more and more riders want to travel with the event, and cycling is the future. Competitors and spectators participate in sporting events and enjoy local scenery, local cuisine, local fireworks and culture. The event should be deeply tied with nature, humanity and festivals, create high-quality products, and truly realize the integration of culture, sports and tourism.
3. Cross-border combinations, the event will play more tricks
In recent years, two, three or even multiple events of various cycling + combinations have appeared frequently. In the future, there will be more and more cross-border events that break the routine and new tricks. Cycling will unlock a new way to play fashionable sports.
4. The popularity of niche projects has risen, driving new young forces
With the inclusion of various leagues such as pump tracks and BMX in the official calendar, the popularity of these niche sub-sports continues to rise. These extreme projects, which are highly ornamental, trendy and fashionable, have a great appeal to teenagers, and there are a large number of potential enthusiasts, which will help to expand the pool of bicycle reserve talents.
5. Consumption upgrading, domestic high-end has gradually become the darling
Riders are more and more willing to "spend money" on their riding equipment, and bicycle consumption is moving towards the middle and high-end. With the growing strength of the country, the awakening of the concept of domestic consumption of bicycle friends, coupled with the continuous rise of domestic bicycle brands, the trend of branding, specialization and high-end is obvious, and domestic high-end bicycles will be more and more favored by bicycle lovers.
Click here to download the full report
Editor: Hamma