AMSTELVEEN, the Netherlands - In sharp contrast to today’s order-intake report by Derby Cycle, stands the situation on the Dutch bike market. Here the worst summer in history is causing a double dip in sales; next to June also the July sales of complete bikes suffered badly.
According to the statistics of market researcher Gfk Retail and Technology Benelux BV, total turnover dropped by 20% in July 2011 compared to the same month in 2010. This figure represents the complete market including online and department store sales.
Despite the rainy and cold weather the regular seasonal trend took place at dealer level with sales in July improving by 12% in units and 15% in revenue compared to June 2011. That month showed to be particularly bad with sales dropping a huge 26% compared to June 2010.
In its monthly report market researcher Gfk Retail and Technology indicates that the drops in sales and revenues are not limited to dealers. Web-shops as well as at mass retailers are struggling with the same problem which boils down to consumers simply buying less.
In fact the decreases at department; DIY stores and web-shops were even bigger. Their e-bike sales dropped by 30% in July 2011; at dealers by 20% compared to the same month in 2010.
Despite that drop, Gfk Retail and Technology notes that the share of e-bike sales in the turnover at dealers peaked in July. It reached a record-breaking 46% of all dealer-revenues.