Core Viewpoint - The cycling trend in China has rapidly cooled down, leading to a significant decline in participation and sales, particularly affecting the industry and related companies [5][6][8]. Industry Overview - The cycling industry experienced a surge in popularity 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 in 2022 [8][20]. - However, by August 2024, demand began to decline sharply, with a notable increase in second-hand sales as many buyers reported impulsive purchases that went unused [5][6][15]. Market Dynamics - Major brands like Shimano reported a 60% drop in net profit, primarily due to a 40% decrease in sales in the Chinese market as the cycling craze waned [5][27]. - The once high-demand bicycles are now facing significant price reductions, with discounts ranging from hundreds to thousands of yuan, as inventory levels rise [15][18]. Consumer Behavior - The initial enthusiasm for cycling was largely driven by social trends rather than genuine interest, leading to a quick decline in participation as attention shifted to other activities [21][22]. - The financial and time commitments required for cycling have proven to be significant deterrents for many, with entry-level costs starting at 1,000-3,000 yuan and additional expenses for safety gear and accessories [20][24]. Industry Impact - The rapid expansion of production capacity during the peak cycling trend has resulted in excess inventory, with companies like Merida and Giant reporting inventory overages of 45% and 40%, respectively [26]. - Despite the downturn, there remains a core group of dedicated cycling enthusiasts, with some segments of the market still showing growth, particularly in high-end products [27][29]. Future Outlook - The decline in cycling popularity presents an opportunity for domestic manufacturers to reassess their strategies, focusing on high-end products and brand development to capture a more significant market share [31][32].

Group 1 - The "cycling boom" has led to increased consumption of cycling products, with a significant growth in mid-to-high-end sports bicycles, showing a 20% increase in sales of domestic brands in the first half of 2024 [1] - The import volume of competitive bicycles has increased by 12.5% year-on-year, indicating a robust demand for cycling products [1] - Sales of cycling apparel, wearable gear, and bicycle accessories have also seen substantial growth, reflecting the overall positive trend in the cycling market [1] Group 2 - Since August of last year, the demand for bicycles has become more rational, leading to a decline in mid-to-high-end consumption, while international brands are accelerating their presence in the Chinese market, creating pressure on domestic brands [1] - Companies are encouraged to enhance after-sales services, as brand specialty stores play a crucial role in providing convenient services like tire repairs and maintenance, fostering strong relationships with cyclists [1] - Building a cycling ecosystem is essential, with brands creating cycling hubs and organizing events to enhance user experience and loyalty, which can stimulate repeat purchases and word-of-mouth marketing [2] Group 3 - The promotion of cycling consumption requires collaboration between companies and local authorities, focusing on urban planning and creating a friendly cycling environment to encourage sustainable transportation [2]