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Velo Goes AM

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TAICHUNG, Taiwan (November 5) Velo, the well-known Taiwanese specialist in saddles and grips is focussing on brand awareness and image. Essentially a logical step for a company that is producing 1.2 million saddles a month: the OEM market is, for a sizeable portion at least, very profitable to the company. Now they aim to strengthen […]

TAICHUNG, Taiwan (November 5) Velo, the well-known Taiwanese specialist in saddles and grips is focussing on brand awareness and image. Essentially a logical step for a company that is producing 1.2 million saddles a month: the OEM market is, for a sizeable portion at least, very profitable to the company. Now they aim to strengthen the brands’ image with the consumers. Since a saddle is a very sensitive part on bikes and often is a large part of the decision to buy or not to buy, it is also important that the consumers knows who makes this product. For a very large OEM company it is also important to invest in the aftermarket sales: here the consumer can express his or hers own ideas and preferences. So that is where brand awareness (and if all works out well, also brand loyalty!) come into play. The company founded and led by Stella Yu now wants to cash in on the name they have made for themselves and aims for a 35-40% production share destined for the after market. Promotion will be directed at IBD’s and consumers alike, and especially the panned free-saddle-test kits sound promising. (MH)

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