Summer night riding is popular, small wheels "push" to create a big market, cycling clothing becomes the hottest fashion item
2024-08-12
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Summer night riding is popular, small wheels "pedal" into a big market
Cycling apparel becomes the hottest fashion item Expert: Cycling equipment moves towards specialization
▲Consumers are choosing cycling clothes in a sporting goods store.
As the cycling trend becomes stronger, cycling clothing has also entered the fashion circle and become a trendy item that shows off one’s figure and taste. Official data shows that since the start of Tmall’s “618” sales this year, the overall sales of cycling clothing have increased by 390% year-on-year.
Why are cycling suits so popular? In recent days, reporters from Sanxiang Metropolis Daily conducted interviews and investigations.
■Text/Video Omnimedia Intern Reporter Luo Aimin Correspondent Gong Xin Dai Xin
Current situation: Young people love night riding, and cycling clothes become a fashion item
Since the beginning of summer, many young people have been riding at night on popular cycling routes, such as Changsha Orange Island Bridge and Songya Lake Wetland Park. Riding cool bicycles and wearing colorful cycling clothes, they are particularly eye-catching under the night sky.
Xiao Xiong (pseudonym) is a cycling enthusiast who just got into cycling this summer. She wore comfortable and good-looking cycling clothes and challenged her body's speed limit. She quickly fell in love with this sport because she likes adventure and excitement. At the beginning, Xiao Xiong just rode in ordinary sportswear. "Only those who have worn cycling clothes know its value. The super performance of sweat-wicking and quick-drying makes you fall in love with it once you wear it."
In addition to cycling, more people are wearing cycling clothes when shopping or drinking afternoon tea. Ms. Luo is a fitness enthusiast, and tight cycling tops with high-waisted tight sports pants are her favorite outfit recently. "Among sportswear of the same price, cycling clothes are both beautiful and functional."
Cycling clothes have also become a traffic code for major bloggers on social platforms. Wearing various styles of cycling clothes, using the three major photo-taking methods of "full-body selfie", "bicycle background" and "other scenes", a hit product was born. Searching for keywords such as "summer cycling outfits" on Xiaohongshu, there are tens of millions of related notes.
Consumption: Cycling clothing prices have increased? Is it because consumers have more choices?
"With the explosion of popularity comes a price increase." Cycling enthusiasts who have been in the industry for many years complained that professional cycling clothes that used to cost a few hundred yuan now cost thousands of yuan. On August 9, a reporter from Sanxiang Metropolis Daily visited several sporting goods stores in Changsha.
Walking into the Decathlon Xiangjiang Road store, a whole wall of cycling posters catches the eye first. The store has all kinds of bicycles, cycling clothes, and accessories. The reporter noticed that the cycling clothes in the store are mainly the same for men and women, with multiple levels such as entry-level, advanced, and professional, and the prices range from 90 yuan to 400 yuan. According to the staff, the consumers who come to the store to buy are mainly men, so there are relatively few styles. "This year, our best-selling cycling pants are the entry-level ones at 89.9 yuan. The 200 yuan and 300 yuan cycling pants have better fabrics and are more suitable for professional players."
"It's not that the price of cycling clothes has increased, but that consumers have more choices." In the Changsha Merida Bicycle branch, the owner Mr. Tuo said, "In the past, most cycling clothes on the market cost one to two hundred yuan. With the booming cycling market and the continuous improvement of cycling enthusiasts, mid-to-high-end cycling clothes are becoming more and more popular. Even cycling clothes that cost thousands of yuan have consumers willing to pay for their performance and appearance."
Expert: Domestic brands are rising, and cycling equipment is becoming more professional
During this year's "618" e-commerce promotion, domestic cycling wear emerged as a dark horse, with Lampada and MBO Meissenland becoming the top two brands in terms of sales in the cycling wear category on Tmall.
For a long time, overseas brands such as Castelli, Rapha, and Assos have occupied the leading position in the market by virtue of their early start, strong professionalism, and high pricing. However, in the past two years, domestic brands such as Lampada and MBO Meissenlan have been popular among domestic consumers due to their high cost performance and have grown rapidly. The reporter found that the average price of cycling clothes of the two domestic brands is about 400 yuan, while the price of cycling clothes of overseas brands is basically more than 1,000 yuan.
On August 10, Liu Qiming, marketing manager of LHC Helmets, said in an interview with this newspaper that the price of domestic cycling clothing is determined by the market. "On the one hand, domestic cycling clothing manufacturers have changed their past survival mode of mainly imitating and focused on independent research and development. On the other hand, overseas high-end brands of cycling clothing are updated slowly, while domestic brands are constantly improving in technology, so prices will naturally increase." Liu Qiming told reporters that at present, the annual increase in overseas brands is within 10%, and the price increase of some domestic brands exceeds 50%. "But under the condition of the same quality, affected by factors such as tariffs and brand premiums, the average price of foreign brand cycling clothing is still about 4 times that of domestic brands."
"Now the level of cycling group bikes is higher, basically all of them are priced above 8,000 yuan, and 30,000 yuan is also common." Mr. Bai, a cycling enthusiast, told reporters that not only the bikes, but also the price ceilings of various cycling equipment and accessories are increasing. "It is inevitable that cycling equipment will move towards specialization. I think this is a good trend and I am willing to pay for it."
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