高端自行车也扛不住了：闪电京东闭店，小布亏损额翻倍

Core Viewpoint - The high-end bicycle market, once considered a "safe haven," is showing signs of stagnation, with brands like Specialized, Brompton, and Trek facing pressures from cyclical adjustments [1] Group 1: Specialized (闪电) - Specialized has confirmed the closure of its JD.com flagship store due to "business adjustments," with the store ceasing sales on January 10 and closing completely after March 3 [2] - The brand is known for its professional performance and technological innovation, with product prices ranging from several thousand yuan for entry-level models to tens of thousands for high-end racing models [1][4] - Specialized is retaining its Tmall flagship store and official website while discontinuing direct home delivery services for complete bikes and frames [8] - The company aims to simplify its e-commerce channels and strengthen the support for offline dealers amid a challenging market environment [8][10] Group 2: Market Trends - The demand for sports bicycles has begun to slow down after a post-pandemic surge, leading to high inventory levels across brands [9] - Trek reported an 8.9% year-on-year revenue growth for the year ending December 28, 2024, but faced increased pricing pressure, resulting in a net loss that widened from £205.37 million to £734.98 million [9] - The Chinese bicycle market saw a notable increase in mid-to-high-end sports bicycle consumption in the first half of 2024, with a 12.5% year-on-year growth in the import volume of competition bicycles [9] Group 3: Brompton (小布) - Brompton's annual report for the year ending March 31, 2025, indicated a 7.5% decline in bicycle sales to 78,530 units, with revenue slightly decreasing from £12.25 million to £12.14 million [11] - The company reported an increase in average revenue per bicycle due to a shift towards higher-end products, despite an overall decline in sales [11] - Brompton's reliance on the Chinese market poses risks, particularly in supply chain disruptions, leading to a 30% prepayment requirement for all orders [13] Group 4: Industry Challenges - The high-end bicycle market is experiencing downward pressure, which is affecting the entire supply chain, including high-end cycling apparel brands like Rapha, which announced the closure of five Clubhouses in the US and UK to optimize operational efficiency [17]