Premium racing bikes and MTBs in the favour of customers
(SFZ) Mountain bikes and fully equipped city bikes formed the backbone of the Swiss bicycle industry in 2005 with high sales figures. Specialist retailers recorded a 23% increase in sales of expensive bikes over 2,000 Swiss francs, while major distributors in the price segment of bicycles under 1,000 Swiss francs increased their sales by 30%. The racing bicycle is becoming increasingly popular.
277`000 new bicycles (excluding children's bicycles) sold in 2005 - the best proof that the Swiss cultivate their love of the muscle-driven steel or aluminium steed in broad sections of the population. No other non-motorised means of transport can boast such a success story. Last year, the highest number of bicycles, 135,000, was still in the mountain bike category, a sign that the bicycle plays an important role, especially in the leisure and fitness sector. However, the city bike, equipped with lighting system, chain guard, luggage rack etc., also increased slightly compared to the previous year, but lags far behind the mountain bike. The reason: many mountain bikes are also or only ridden in the city and agglomeration area, are regarded by their riders as sporty offshoots of the city bike, so to speak, but in the statistics are assigned to mountain bikes on the basis of their optical-technical profile.
High-end mountain bikes in trend
The fact that mountain bikes are increasingly being used as a real fitness partner is proven by the fact that the segment of high-quality MTBs above CHF 2,000 grew by 23%. True to the motto: Good quality makes for more riding fun, more riding fun makes for more fitness! Sales of racing bikes have fluctuated between 9,000 and 12,000 units over the years. In 2005 the filigree speed vehicle turned the statistics screw and rode over the counter 14,000 times. The fact that many ambitious mountain bikers have discovered the racing bike as an alternative has led to a growing interest in the fastest bike. The increase in sales in this segment is another important indicator of the increasing fitness desire of pedal activists. High-quality racing bikes and mountain bikes are not cheap - not least because of the use of exquisite materials such as carbon - but for this very reason they are interesting for specialist retailers. At 71.9%, the specialist trade was practically able to maintain its percentage share of the total number of units sold. Loyal customers, especially in the area of technically sophisticated bicycles, and the broad regional coverage provided by a large number of shops made this good result possible.
Wholesaler with low-cost private labels
Even in the price range below CHF 1`000.- Swiss consumers oriented themselves towards reliable partners such as Coop, Migros and Ochsner and were rather cautious about qualitatively questionable cheap bargain offers from pure discounters or ramp sellers. Migros, Coop and Ochsner were able to expand their market share in the price range mentioned by a whole 30%, clearly at the expense of the low-cost suppliers mentioned. The major distributors relied primarily on their well-established and well-known private labels. As in other sectors (e.g. cars, consumer electronics, skiing), the bicycle industry is now and will continue to rely on quality-conscious consumers and guaranteed after-sales service and repair. Based on the experience gained to date, buyers are prepared to dig a little deeper into their pockets for good products, personal advice and good services even after the purchase. In return, they have higher expectations than the average customer in the surrounding countries in terms of advice, scope of guarantee, quality and design. Tight driving and parking conditions in city centres, attractive landscapes predestined for cycling with the corresponding infrastructure, short commuting and school routes, the constant need for fitness among broad sections of the population and a wide range of offers with wide price ranges are guarantees for a successful future for cycling in Switzerland. The starting signal for the new 2006 cycling season will be given by the national "Bike Days", which are being held for the third time in Biel/ Bienne: from May 5th till 7th, fun, entertainment and a product fair are on the agenda (www.bikedays.ch).
March 24th 2006