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Core Viewpoint - The cycling trend in China is cooling down faster than expected, leading to a significant decline in demand and a rise in inventory issues for companies in the industry [6][7]. Group 1: Market Trends - The cycling boom began post-2022, driven by increased health awareness and improved infrastructure, resulting in a 30% year-on-year growth in mid-to-high-end bicycle sales [9][10]. - By August 2024, market demand showed a noticeable decline, with a significant increase in second-hand bicycle sales as many buyers reported impulsive purchases that went unused [6][11]. - Major brands like Shimano reported a 60% drop in net profit, primarily due to a 40% decrease in sales in the Chinese market [6][20]. Group 2: Reasons for Decline - The initial surge in cycling popularity was largely fueled by a release of pent-up demand during the pandemic, but this interest was not sustainable as many participants were driven by trends rather than genuine interest [13][14]. - The high costs associated with cycling, including the price of bicycles and necessary gear, deterred many potential long-term participants, leading to a "retreat" from the sport [14][17]. - The time commitment required for serious cycling participation also posed a challenge for many, particularly among working-class individuals [17]. Group 3: Industry Impact - The rapid expansion of production capacity during the boom has resulted in excess inventory, with companies like Merida and Giant reporting inventory overages of 45% and 40%, respectively [20]. - The shift in market dynamics has led to significant profit declines for many companies, with Giant's net profit shrinking by nearly two-thirds and Accell Group reporting a loss of £3.25 billion [20][24]. - Despite the downturn, there remains a core group of dedicated cycling enthusiasts, indicating potential for future growth if companies can adapt and focus on high-end products and brand development [24].