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DJI是否錯失良機?

Jan-Willem van Schaik | translated by Ferlin Wu
Published: 16 Apr 2026
DJI是否錯失良機?
DJI推出Avinox原本可能打破這種「依賴零件品牌」的狀況。圖/Bike Europe

自行車產業高度依賴零組件品牌來展現其價值,這部分無其他產業能及。店內販售的產品其實是許多零件品牌的集合體,外加一個貼在車身上品牌商標。這種結構源自於自行車產業長期高度碎片化的特性。不過,Raleigh除外,多數品牌過去僅在國內或區域市場販售,以至於難以投入創新。相較之下,零件製造商更早建立跨國或全球銷售網絡,在品牌影響力上反而取得領先優勢。

這對市場帶來顯著影響,消費者購物時,會搜尋Bosch或Shimano自行車,零件品牌反而退居其次。因此,供應鏈高度僵化,最終產品或BOM必須與主要零件的規格高度一致,組裝商或自行車品牌對於零件供應的影響力相當有限。

依賴零件品牌

DJI推出Avinox原本可能打破這種「依賴零件品牌」的狀況。該電子科技巨頭同時推出電動自行車品牌Amflow,並作為市場導入合作品牌,不過其主要扮演推動電動自行車驅動系統普及的角色,而非獨立品牌。觀察目前採用Avinox系統的名單,最初集中精品小眾品牌,但近期使用廠商數量明顯增加。然而,這當中許多品牌僅是為了尋求替代產品,抑或擴增自家產品組合。

打破現有格局

DJI的市場實力足以以品牌Amflow打造一個全球經銷網絡,獨家販售搭載自家電動自行車驅動系統的車款,如同該公司在無人機市場經營成功的操作模式。在目前充斥各種新系統又競爭激烈的市場中,這一策略可能真正打破現有格局。目前幾乎沒有任何電動自行車品牌能夠完全掌握其驅動系統的設計研發,這也是品牌建立差異化的關鍵之一。若能如此,便能主導供應鏈;這對產業而言,無疑是個錯失的良機。

主編Jan-Willem van Schaik於2007年加入Bike Europe團隊。憑藉在第一線見證多次市場變遷的經驗,他以多元視角精準掌握產業動態,進而推動Bike Europe成為業界的重要權威媒體。

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