Strong specialized bicycle trade
(SFZ) In 2002, 356,000 bicycles were sold in Switzerland. Of these, around 75,000 were in the categories «kids' and toy bicycles» with small frame sizes, which are not recorded in detail, and 18,000 were private imports or second-hand sales. The market actually recorded was 263,000 new bicycles, of which 193,000 were sold to specialist retailers and 70,000 to wholesalers/discounters and sports retail chains. The specialist retail trade in Switzerland is thus the European leader with a market share of 73%. The strength of the approximately 1000 active, mostly smaller specialist shops: variety of brands and types, competence in sales and service.
Mr. and Mrs. Swiss have confidence in bicycle dealers: in 2002 three quarters of all buyers bought their new bike in a specialist shop. Particularly in the "upper class", bike fans put their trust in the know-how offered in the specialist shop, the good service and the attractive selection. The quality-conscious customer is prepared to spend more money on a good bike: By contrast, wholesalers/discount stores and specialist sports markets attract customers with their own brands, especially with favourable retail prices. As brands such as Tigra, Cilo and Villiger have ceased production in Switzerland, Swiss cycle production will stabilise at around 30,000 to 35,000 units. Manufacturers are relying on the flexible assembly of high-quality cycles, which are distributed exclusively through specialist retailers.
The Swiss are sporty
Around 56% or 147,000 of the bicycles were sold for use in sports. These are mountain bikes as well as cross and racing bikes, which are mainly used as hobby and leisure equipment for fitness. The other 116,000 or so bicycles sold - summarised under the term "fully equipped bicycles" (lights, luggage racks, chain guards, etc.) - are mainly used in everyday traffic. The bicycle industry will continue to count on quality-conscious consumers in the future. With its almost complete presence at the "2-Rad" bicycle and motorbike exhibition from 19 to 24 February at the Zurich Exhibition Centre, it is making a hopeful start to the 2003 season. With training courses for its specialist dealers, which are held periodically and are unique in Europe, it is also setting new, consumer-friendly trends in the technical and service sectors. Whether the 2003 season will be a good cycling season depends on economic, technical and political factors. As always in the guild of airy two-wheeled amusement, Peter and his weather moods are likely to tip the scales.
March 6th 2003