Electric bicycles are about to become mainstream in Germany

In 2009, Germany's overall bicycle sales declined, but e-bikes grew against the trend, selling 150,000 units more than in 2008, an increase of 36%, and the average price of e-bikes was around 2,000 Euros, boosting overall bicycle sales. ziv predicts that Germany's e-bike sales will reach 180,000 units in 2010.

I. Germany is a major European bicycle consumer country
Germany is the kingdom of bicycles, with 69 million bicycles, 2.8 bicycles per family on average, close to the degree of "one bicycle per person". With the development of social economy, people's awareness of consumption and environmental protection, bicycle has evolved from the original means of transportation to an important fitness equipment. Cycling has become the most popular sport in Germany, compared to the traditional sport of soccer, which is only in tenth place (1.9%).
After reunification, Germany's bicycle industry grew rapidly, with a record annual production of 4.9 million units and annual sales of 6.8 million units. In recent years, as the market has become saturated and mature, the development rate has stabilized, with domestic consumption basically remaining at around 3 million units. German bicycle imports have been increasing, accounting for 69% of the market in 2009. 2009 domestic bicycle sales in Germany were 3.8 million units, of which 2.64 million were imported (down 9% year-on-year). Domestic bicycle production was 2.25 million units (down 7% year-over-year), of which 1.05 million units were exported (up 9% year-over-year). Asia accounted for 49% of the source of German bicycle imports, with 15% coming from Taiwan (404,000 units), followed by Thailand (363,000 units) and third by Poland (273,000 units).
Due to the saturation of the market, the annual sales volume of bicycles in Germany is on a downward trend, down 6% in 2008 compared to 2007. However, thanks to the growth in demand for premium bicycles, the total output value of German bicycles maintained its growth trend, up 4.4% to 642 million euros in 2009.
Second, the German bicycle market is mature
Complete product range and scientific market segmentation
The variety of bicycles on display at the exhibition can be divided into children's bicycles, children's road bicycles, youth bicycles, special bicycles (for the disabled), etc.; city/town bicycles, mountain bicycles (MTB), all-road bicycles (ATB), fitness bicycles, road bicycles, etc.; pedal bicycles, hybrid bicycles and electric bicycles by power source. The ZIV has detailed regulations and descriptions for many bicycle types. 2009 saw the highest sales of touring/cross-country bicycles in Germany (34%), followed by city bicycles (24.5%) and thirdly mountain bicycles (11%).
The bicycles on display were mostly simple and generous in design and novel in concept. There were bicycles with stands made of bamboo and wood, etc., as well as very lightweight carbon alloy folding bicycles, and horizontal riding bicycles dedicated to exercising the abs, etc. Some bicycle companies also exhibited their leading designs and concept models, for example, Peugeot's concept electric bicycle was highly sought after by the media.
Most of the bicycles are sold through franchised stores, with big price differences 
In 2009, 68% of bicycles were sold through franchised stores and markets, 26% through department stores, supermarkets, construction malls and car sales markets, and 5% through direct sales and online sales. Germany has more than 5,000 bicycle stores and markets. The average price of bicycles in Germany increased from 386 Euros in 2008 to 446 Euros in 2009, with locally produced bicycles above 1000 Euros and professional bicycles, such as mountain or road bicycles with special materials, are even more expensive, above 2000 Euros.
A wide range of accessories and a constant flow of innovative products
The exhibition showcased basic bicycle accessories, including transmissions, braking systems, handlebars, tires, seats, lights, reflectors, transmission systems, and so on. The prevalence of the sports concept has led to an increasing variety of accessories, such as speed indicators, pulse testers, GPS devices for long-distance travel, roof/tail bike mounts, and even ipod bike chargers. In addition, protective and child-specific equipment such as child safety seats, car basket racks, fixing systems, helmets, clothing, protective gear and shoes, and cycling-related books were also on display.

Leave a comment

All blog comments are checked prior to publishing
You have successfully subscribed!
This email has been registered