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AsiaBike 2012: Luxury Bikes as China’s New Status Symbol

Shows & Events

Asia’s little sister of Eurobike started last year with 138 exhibitors. The 2012 edition, taking place from 26 to 29 July 2012, expands to 230 exhibitors on 24,000 square meters show floor. Since the Asiabike is organized simultaneously with the 26th Asia Outdoor Show, the organizers expect some 30,000 visitors in the bicycle halls.

AsiaBike 2012: Luxury Bikes as China’s New Status Symbol

AsiaBike is a joint project of the German Trade Fair LTD in Beijing LTD (a joint subsidiary of Eurobike organizer Messe Friedrichshafen) and its trade partners in Nanjing. This exhibition has two trading and two visitor’s days. “The double exhibition of AsiaBike and Asia Outdoor focuses on the synergy of both industries which are increasing noticeable in China. Many outdoor retailers in China also sell sports bikes and vice versa”, says Klaus Wellmann, CEO of Messe Friedrichshafen.

Heavyweight brands

The growth of the event comes with an increasing number of high end exhibitors. The 2011 edition was started with heavyweights such as Shimano, Specialized, Look, Merida, Cube, BMC, Cervelo and Focus. New this year are: Bergamont, BH, Bianchi, Corratec, Mercedes Smart, Haibike, Staiger, Hercules, KTM, Pinarello and Wheeler.

“The fact that 75 percent of the exhibitors come from abroad shows how strong the international bicycle industry focus is on the relatively young Chinese market for luxury and sports bikes”, says Knut Jaeger, Chairman of the Nanjing fair.

Most luxurious and expensive bikes

AsiaBike 2012 offers visitors an extensive program with a fashion show, panel discussions, press conferences and various workshops. There are two halls to test road and mountain bikes. But the real magnet of the event will be the ‘Show in the Show’, an exhibition of the sportiest, most luxurious and most expensive bikes the market has to offer. The estimated value of these luxury bike on displays will be 7-8 million RMB (about 1 million euro).

All important image

This makes the exhibition so special for the Chinese market. “Buyers of high-end sport bikes are not so much the athletes, but mainly high-income people who want to do something for their health after the basic needs such as good education, good job, housing and a car are fulfilled”, explains Knut Jaeger. “Here, the image of the brand is often more important than the function of the product. Those who can afford a Mercedes, BMW and Porsche Cayene wants a bicycle brand that matches the image of his car. That is why the automobile industry is so deeply involved in China’s two-wheeler market.”

Matchmaking program

“To service the brands AsiaBike 2012 offers a matchmaking program. The starting point is that many foreign brands in this new market are still looking for distributors or expanded production capacity in China. We will meet with their match-making needs. These meeting points will be established in the EU Pavilion.”

Market volume

“Contrary to the outdoor market the Chinese bike market has no reliable sales statistics, especially in the sports bike segment. All market participants talk about a sales boom in the last two or three years and report increases of more than 30 percent. You can estimate the market volume from the rapidly growing number of brand stores. Giant reported a total of 2,000 in 2012 while Merida claims to have 1,000 brand stores. Even Trek and Specialize report growth figures of 30 to 40 percent between 2011 and 2012”, said Knut Jaeger. The second AsiaBike takes place from 26 to 29 July, 2012 in Nanjing, China.

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