BRANDS


BACK TO THE FUTURE C


Basso has re-entered the Chinese market after a three-year absence. Daniel Blackham speaks to CEO Alessandro Basso about the potential


hina is a nation of more than 1.7 billion people, representing nearly 18% of the world’s total population, so it’s no surprise that cycling


brands recognise its potential. However, it’s only in recent years that China’s appetite


for cycling has boomed, especially in the road sector. This is largely driven by an desire to hit the open road following strict lockdown restrictions in the pandemic, as well as good infrastructure to facilitate riders, and a growing community of passionate fans of the sport itself. Bucking the trend of most international markets, many businesses are witnessing double digit growth and are now expanding their operations with brands also looking to enter or return to Chinese shores with added vigour.


www.bikebiz.com


This includes Basso Bikes who announced a new collaboration with Aita Shop which sees the brand back in China after a brief hiatus. “We’d been selling into China for around 30 years, but at very minimum quantities,” explains Alessandro Basso, CEO of Basso, and who’s father and uncle founded the brand in 1977. “We switched distributors a few times and then decided to


take a break. We stepped out of the market for three years to reset and try to re-understand what were the key points and the key values that we were looking for in a distributor. “With our current partner we have found the perfect spot, so we are entering with a big commitment because it’s a market that’s definitely developing.”


July 2024 | 43


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68