Show Organizers Report First Signs of Market Recovery
From May 5-8, 2024, the China International Bicycle Fair brought cautious optimism to industry professionals in Shanghai. For the first time in recent years, observers pointed to early signs of market recovery, echoing positive signals heard just weeks earlier at the Sea Otter Classic.
Unlike markets in Europe and North America still grappling with inventory gluts, China is experiencing a recreational cycling boom that’s driving renewed momentum.
New Tracks, New Journeys
The 32nd edition of China Cycle adopted the theme “New Tracks, New Power, New Journeys,” transforming Shanghai’s New International Expo Center into a comprehensive showcase of industry trends, technological innovations, and new cycling concepts.
Approximately 1,500 enterprises occupied 12 indoor halls and one outdoor exhibition space spanning 150,000 square meters. The displays covered traditional bicycles, e-bikes, components, and riding gear, with a dedicated hall for electric motorcycles.
The international presence strengthened this year, with nearly 100 companies from Germany, Taiwan (China), France, the Netherlands, Belgium, Italy, Denmark, the United States, Portugal, New Zealand, Pakistan, and India. The 12th Innovation Demonstration Exhibition featured 15 gold award winners and 55 excellence award recipients.
Industry Transformation Accelerates
China’s bicycle market and manufacturing sector have undergone significant transformation over the past five years. As Chinese factories have mastered production of components and complete bicycles across all price points—including premium segments—they’ve gradually shifted focus from export markets to domestic consumption.
Companies now leverage smart marketing techniques to launch beautifully designed products directly to Chinese consumers. TaiShan Sports exemplifies this trend. After decades as an OEM/ODM manufacturer, the company now launches its own premium road bike brand, Pardus, which has become the official supplier to China’s national time trial team.
Other domestic brands including Samebike, Bross, Girder, and X-Lab are following similar paths. After establishing solid footing in their home market, these companies are now beginning to explore export opportunities.
Production and Export Landscape Evolves
The upgraded quality of products on display signaled another industry transformation. China Cycle has evolved from primarily serving mid-to-low-end market procurement to becoming a sourcing destination for higher-priced bicycles and e-bikes. While entry-level products remain available, they no longer dominate the exhibition floor.
According to China Bicycle Association data, Chinese manufacturers produced 48.83 million bicycles and 50.35 million e-bikes in the past year—including throttle-assisted models popular domestically. Approximately 4.17 million e-bikes were exported globally.
The association also reported that Chinese bicycle manufacturers sold 7.31 million units in the first quarter of 2024, representing a 15% year-over-year increase.
This optimistic domestic outlook does present challenges. The rapid expansion of China’s bicycle manufacturing capacity, coupled with overly optimistic export projections and favorable policies for exporters, has created significant overcapacity. While companies previously redirected production to the booming domestic market when European and North American demand stalled, this overcapacity issue could become as pressing for the bicycle industry as it has for the automotive sector.
Despite these challenges, innovation continues unabated. As one industry insider noted, “China Cycle provides the perfect venue to find partners for new projects.”
TikTok Emerges as Powerful Sales Channel
While social media has played a crucial role in market communication for years, direct selling through these platforms represents a newer development for the bicycle industry.
“Until a year ago, we didn’t believe in TikTok Live’s selling power,” explained Allen Long, Sales Director at Radus. “When we saw the sales results, we immediately established a dedicated department. The impact is particularly significant at lower price points. We sold 300 bicycles in one session, and that number could easily reach 2,000 units.”
TikTok’s presence was unmistakable throughout the exhibition. Multiple booths featured dedicated filming setups with cameras broadcasting live from the show floor, signaling the industry’s embrace of live-streaming commerce as a legitimate sales channel.
