The disruptive developments in the industry trade show landscape are the culmination of the difficulties the sector has been facing for some time. The opening day of Eurobike 2026 only confirmed the industry's current fragmentation of former, long-existing structures. Who is really going to support this industry in going forward, defend its interests, and facilitate its international gatherings?
The opening of Eurobike comes at a pivotal moment. The industry is still trying to find a new balance between price fluctuations and a stable supply. In both procurement and retail, brands are facing high price volatility. In many boardrooms, future strategies are being discussed. Time is ticking as the industry's character is changing rapidly.
The announcement of the new trade show by the German industry association ZIV leaves companies facing a choice between exhibiting at Eurobike or the new event called 'towards tomorrow - European Bike Show'. The ZIV show will take place in Cologne and is scheduled from 6 to 8 September 2027. Eurobike 2027 is scheduled for 1 to 3 September.
The highly volatile market posed a big challenge for the bicycle industry in recent years. More stability would have created room to start building on a new growth path. It appears that the market will be stable in 2026, thereby bringing the necessary calm for future recovery. "The market is steadily returning to a more normalised environment as inventory adjustments near completion," said Giant Chairman Young Liu at the annual meeting of shareholders.
Taiwan's major bicycle manufacturers — Giant, Merida and Ideal — all reported year-on-year revenue growth in May. The figures from the publicly listed companies are the strongest indication so far this year that the headwinds Taiwan's bicycle industry has been facing may be easing.
The tables are turning in favour of China as consumer budgets tighten, Taiwan's orders dwindle, and tariffs shift the goalposts of international trade. As a result, China accounted for 47%, almost half, of all e-bike imports into the European Union in the first quarter of this year, according to the latest Eurostat data. This compares with 31% in Q1 2025 and just 17% in Q1 2024. Is this the result of a temporary glut in the e-bike market, or does it signal a more structural shift?
