Taiwan’s bicycle industry has developed by leaps and bounds during its over fifty year history, making the island into the “high-end bicycle kingdom” it is today. Many consumers are surprised to learn that the TOP grade bicycles they see in shops across the world are in fact made in Taiwan. In addition, local manufacturers have been trying to break away from their traditional role of outsourcing service providers by enhancing quality through key tech R&D to establish their own brands.
Taiwan possesses a well developed industry infrastructure that supplies a wide array of finished road and mountain bikes, components and other accessories including helmets, gloves, lights and tires. Moreover, the industry is always developing high-end models with new materials, new features, and new functions. The success of the industry is largely due to its ability to anticipate market trends and develop durable and powerful bicycle products as well as its reputation of high quality for higher prices. These achievements have served as a firm industry benchmark for Taiwan makers in building global recognition of their brands.
And the world is taking notice. According to customs reports cited by the Taiwan Bicycle Exporters’ Association (TBEA), the value of Taiwan’s bicycle exports rose to US$1.5 billion in 2010 from US$1.25 billion the previous year, marking a 20 percent growth. The island shipped a total of 5 million units in 2010, compared with 4.3 million units shipped in 2009.
TBEA said that Europewas the largest export destination of Taiwan’s bicycles in 2010, followed by the United States. The two markets made up a combined 74 percent of Taiwan’s total bicycle exports last year.
“It was a very good year last year because market conditions improved,” said TBEA President Antony Lo, who is also chief executive of Taiwan's Giant Manufacturing, the world’s biggest bike brand. “For this year, we remain cautiously optimistic.”
Taiwan's bicycle producers focus on developing new materials and fabrication technologies, pursuing high-tech and value-added products rather than high volume. The island's bicycle industry has consistently demonstrated innovation since its first foray into foreign markets. Beyond conventional road bicycles, Taiwanhas launched a variety of new designs including off-road bicycles, touring bicycles, and even folding bicycles. And with the increasing number of cyclists worldwide and a growing emphasis on environmental awareness, local producers are focusing on the "4Ns", namely, "new materials", "new functions", "new destinations", and "new taste". Taiwan's bikes are designed not only for fashion and comfort, but also for price-performance ratio, safety, and light-weight.
Taiwanis home to TAIPEICYCLE, the world's second largest bike trade fair. The event's 24thrun was held in March of this year and brought in over 5,700 visitors from 36 countries throughout Asia, Europe, and North America. Taiwan's excellence in bike manufacturing is also regularly showcased at EUROBIKE, the biggest cycle show in the world. E-bikes along with city bike designs will feature prominently at this year's show, with two Taiwanfirms, J.D. Corporation and GreenTrans, set to display their new products in these areas.
In today's world, bicycles are no longer a mere means of transportation. Rather, they have become fashionable lifestyle product of modern high-tech research and development. And cycling as a pastime is gathering more awareness globally, with electric bikes, light-weight carbon fiber frames and other non-polluting vehicles gaining popularity.
Lo said he feels that these innovations represent the future of the industry.
“Innovation will be a key factor to our success in the future and we have seen a global campaign about energy saving and carbon reduction,” he said.
Two out of the world's three largest bicycle manufacturing factories are from Taiwan. Giant Manufacturing Co. Ltd.is the world's largest manufacturer with production facilities in Taiwan, the Netherlands, and China. Established in 1972 in central Taiwan, the company started as an OEM, manufacturing bicycles to be sold exclusively under other brand names. Giant eventually established its own brand of bicycles to compete in the rapidly expanding $200-and-above price range. Today the company has sales in over 50 countries and in over 10,000 retail stores.
Other top manufacturers include Merida Bicycles, Tung Keng Enterprise Co., Ltd and TAYA Chain.
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About TaiwanExternal Trade Development Council (TAITRA)
The Taiwan External Trade Development Council (TAITRA) was founded in 1970 to promote Taiwan’s foreign trade and competitiveness in world markets. Over the past 40 years, TAITRA has played a key role in the development of the Taiwaneconomy. TAITRA is jointly sponsored by the government and commercial associations and is viewed by all as the business gateway to Taiwanfor the international business community. Please visit www.brandingtaiwan.orgor www.taiwantrade.com.twfor more information.
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