Dutch Market Shows First Sign of Recovery
AMSTERDAM, the Netherlands – Unlike the first seven months of this year, August sales statistics showed a small increase in bicycles sold on the Dutch market. According to the GfK Retail & Technology Panel the number of bicycles sold increased 4% compared to August last year and the average price went up 7%.
The bicycle sector in the Netherlands is looking back to one it’s the most dramatic years in history. In the first half of 2012 the total market declined an unprecedented 20% in units and 24% in turnover. Bad weather in spring and early summer in combination with the tough economic situation spurred the big drop.
Sunny weather again
The impact of the weather paid off in August. Nationwide the sun shined 25 hours more than usual while also temperature was higher than average. Together with the traditional ‘back to school’ campaign it resulted in an increase of sales.
The IBD figures in August were even more positive compared to the ones for the total market. Dealers saw their sales rise 6% in units and 8% in turnover.
‘Back to School’ promotion campaign
Remarkably the average price ratio in the DIY sector that also sells bikes, increased significantly, resulting in a growth in turnover. In August, a total of 24% of all bikes were sold through DIY stores, with a focus on city bikes. In this specific segment the market share of the DIY stores has risen to 30% last August. As we already saw in 2011 this was once again the effect of the ‘Back to School’ promotion campaign.
For IBDs e-bikes are still the biggest growth segment. In August 2012 e-bikes sales increased 32% in volume and 24% in turnover.