Eurobike's Big Shift: Asian Brands Take Center Stage

The week is one of the most important for the cycling industry, and that is because it is the Eurobike trade show. This is normally the trade show where the traditional European bike brands can be in the spotlight and showcase where the bike industry is heading. However, after watching the convergence of the show, there is one major way that the vibe is different this year, and it can be a sign of what’s in the future for the bike industry.

Like I mentioned earlier, the focus of this trade show is in the name, Euro. For the last 50+ years, European companies and the Euro market have been the most important for the cycling industry. The Euro brands are steeped in tradition and have represented the forefront in premium bikes. However, each year the traditional bike brands are forced to face more and more competition from Asian brands.

This year marks an important moment in my mind because, even at the Eurobike show, the Asian brands are taking a lot of the spotlight. Earlier in the year at the Taipei bike show in Taiwan, it is more common to see Asian brands taking the spotlight, but these brands are now even overshadowing more traditional brands at the most traditional trade show.

This growth in awareness of Asian brands tracks with the shift in the types of products that they offer. Not that long ago, the Asian manufacturers were known for making lower-cost products that, for the large part, were straight copies of the popular products from Western brands. Whereas now, there are lots of Asian brands who are offering truly cutting-edge products that showcase their advanced manufacturing capabilities. At Eurobike this year, there are examples of frames, wheels, drivetrains, other components, and electronics that are being shown by Asian brands that are on the same level or even ahead of what the traditional brands are offering.

I predict that in the next few years, we will see even more competitive products from Eastern brands being brought to market, and the traditional players are going to be forced to face competition that is different than anything that they have seen before. For cyclists, this is an exciting time as more competition means better products at lower prices. For bike shops, the future is less clear. The Asian brands that are exploding in popularity typically sell through non-traditional channels and normally direct to consumers. This will continue to leave shops scrambling to find ways to offset the downward pricing pressure that is coming from the non-traditional brands.