TRENDSPOTTING
increasingly important to Chinese consumers, we’re seeing a new generation of cyclists who are incredibly passionate about the sport, while bringing their distinctive approach to outdoor activities and lifestyle.
“The significant growth in China’s sports and outdoor market presents an exciting opportunity for Pas Normal Studios. By establishing our team in Shanghai and taking direct control of our operations, we aim to be closer to these cyclists and be part of building and developing the community locally.” Outside of tangible goods, there is also an appetite from Chinese consumers to experience European cycling events first-hand.
expansion plans with a new business unit and a dedicated office in Shanghai, transitioning from a distributor-led model. Alongside this, the Danish apparel label confirmed it would be opening two flagship retail stores, targeting Tier One cities – Shanghai and Beijing. “The Chinese cycling and outdoor market offer unique opportunities for Pas Normal Studios,” comments Peter Lange, CEO and co-founder of Pas Normal Studios. “I have been following the development of these areas in China since studying at Tsinghua University, Beijing, in 2007. It’s interesting to see how fast the population adapts to new trends and how the entire infrastructure has been modernised with electric transportation and bike lanes. “The future points to a modern healthy lifestyle where
cycling will play a significant role, meaning the time for us to enter this market and foster a community is now. I’m really looking forward to seeing our cycling community there grow as cycling becomes an integral part of the Chinese lifestyle.” The social element of the sport referred to by Basso earlier is also a consistent thread when discussing China with most brands.
According to the update issued at the time, Pas Normal Studios is not only focused on growing its business but on fostering “a vibrant cycling culture” in China. Through community-driven events, partnerships with local retailers and a commitment to the sport, the brand aims to inspire and engage cyclists at every level. The new team in China will also be working on local
marketing and activation efforts to connect with Chinese cyclists and expand its online and offline footprint. “After more than a decade in China and being an active part of Shanghai’s cycling community, I’ve witnessed a remarkable evolution of the cycling culture here,” explains Alexander Schandorff. “As outdoor and active lifestyles become
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The heritage of the sport combined with audience-friendly time differences means that TV viewing figures are on the rise. Sportive Breaks – owned by Destination Sport Experiences – has witnessed this and acted accordingly. “We started operating in China last year [2023], initially really concentrating on the marathon market, but quite quickly it became apparent that we needed to do something in cycling because it was moving so fast,” comments managing director Brendan Fox. Despite initially being focused solely on sportives, it now offers trips to Grand Tours, the Classics and the Tour de France. As a result, demand continues to rise. “The rate of growth in terms of the number of trips we get and the number of passengers is growing significantly,” adds Fox.
Beyond borders According to the China Bicycle Association, the country produced just shy of 49 million bicycles in 2023. This doesn’t include 50 million e-bikes in the same year, of which around four million were exported worldwide. The China Bicycle Association also stated that the country’s
bike manufacturers sold more than seven million bicycles in the first quarter of 2024, up 15% from a year earlier. A preconceived stereotype of the Western world is to look at China as targeting the lower-end of the cycling market. This couldn’t be further from the truth. Of course low-end categories are still catered for, but these are no longer the only focus. Consumers in 2025 are smarter than before and have access
to the world at their fingertips. Brands such as 9Velo, L-Twoo, Elves, Winspace, Quick Pro, Seka and Serk are growingly common in Europe with a reputation for producing reliable performance products that represent better value for money than some legacy brands. Seka have shown how serious they are about the UK market by pitching up at Rouleur Live 2024 to rub shoulders with the road market’s biggest hitters. What this means in the long-term only time
will tell, but the era of relying solely on history, big marketing budgets and brand loyalty to retain customers is potentially coming to an end.
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