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The history of bicycles is a long one, and it has seen numerous modifications and improvements of the vehicle in the course of time. Never has the range of available models been wider and never have the fields of application been so varied: from means of transportation and locomotion to piece of fitness and sports equipment. There are markets in which bikes are produced, assembled, distributed and sold. Please read on to find out about some quite revealing figures on this topic.
In Germany the number of bikes has been constant since 1994, ranging between approximately 60 and 65 million units (see diagram 1). The figure of bikes sold in Germany amounts to approx. 4.5 to 5 million a year. After all, this is twice the number reached in France, which by now has become the third biggest market in Europe. With its roughly 2.4 million bicycles sold per annum Great Britain ranks again ahead of France as number two in Europe. In total, Europeans buy approximately 14 to 16 million bikes every year.
Germany produces 2.5 to 3 million bicycles a year of which only about 0.25 to 0.3 million are exported (in 1998 this figure peaked at exceptional 0.43 million). This means that Germany is also the leader in bicycle production, followed by Italy, France, and Great Britain. As diagram 2 shows approximately 23% of imports came from EU and EFTA states, roughly 42% from Eastern Europe, and about 35% originated from Asia. The remaining bikes came from the USA and several other countries. In the year 2003 Poland was top of the list with about 0.37 million bikes imported from there, followed by Taiwan, Vietnam and Lithuania.
In the USA mountain bikes are still the top seller with a market share of more than fifty per cent. However, there is a trend towards comfort bikes. Whereas the segment of these bikes has been growing with US bicycle dealers over the last years, the demand for mountain bikes has been stagnant. This is owed to the fact that in the US there is no biking middle class as there is in Europe. However, the market is changing rapidly. (For instance, many dealers assist their customers in planning the bike routes to their places of work).
China meanwhile produces around half of the number of bikes manufactured world wide, resulting in an annual figure of estimated 55 million units. (According to the China Bicycle Association 25 million bikes are produced for the domestic market and 30 million for export).
Did you know all this before or do you have even more profound information at your disposal? Do you know in which country which distributors sell which products? Do you employ any export staff or entertain an export department? Congratulations! You do not need to read any further. If, however, you are under the impression that you should gather more information and knowledge for your company and if you wish to grow with your products in international markets, I am asking you to read on or to contact me.
The growing together of Europe and the effects of progressing globalization are accompanied by numerous changes. Under the heading of ’harmonization’ international standardization of political and legal frameworks and systems is on the way producing hard facts. Changes that will not fail to affect the national conditions prevailing in each single country. The markets are changing faster than ever, and our knowledge will become our most important tool (see diagram 4). The world grows to one country and Asia becomes the position of the supermarket of the bicycle industry.
This is why it is crucial to make use of one’s accumulated knowledge in time and to present, sell and support one’s products. For the agenda of ‘harmonization’ does not mean that dealings will be conducted in perfect harmony. The individual interests pursued by each of the parties involved are much too diverse for this and so are the current starting positions of the respective protagonists (see diagram 3). Make use of this opportunity and contact us to find out about our range of services on offer to you in the areas of distribution and market research.
Diagramm 1: Number of bikes in Germany
Diagramm 2: Bicycle production and import in Germany
Diagramm 3: GDP (gross domestic product), consumer prise index, unemployment rate
Diagramm 4:Bicyle import in Europe 2001
