Stimulating a more active and healthy life
The adult bicycle market grows 10% in units and 54% in revenue. The category's average price rose 20% in January-February 2021 compared to the same period in 2020. Online sales have gained importance. Last year, they corresponded to 16% and in 2001 the number already reaches 23%.
by Dilnara Titara
Since the World Health Organization (WHO) recommended that the population prioritize cycling in their travels during the pandemic, the sector has experienced a global sales boom, says Cyro Gazola, vice president of the Brazilian Association of Manufacturers of Motorcycles, Mopeds, Scooters, Bicycles and Similar (Abraciclo). “In 2021, we estimate that 750 thousand bicycles will be produced at the Manaus Industrial Pole (PIM), a volume 12.8% higher than that achieved in 2020, which closed with 665,186 units.”
Expanding even more in the Brazilian market, the bicycle is a trend, both as a means of transport and as a physical practice. Data from research firm GfK show that the adult bicycle market grows 10% in units and 54% in revenue. The average price of this category increased by 20% between January and February 2021 in comparison with the same period of the previous year.
Electric bicycles are the fastest growing in sales, says Cyro. In February 2021, 1,436 units were produced, compared to 182 in January, representing a growth of 689%. In comparison with the same month of 2020, the increase was 101.1%. They are the biggest trend for the future of mobility and amateur sport, says Vitor Borba, marketing and trade marketing manager at Caloi. “In addition to being economical and efficient, they democratize locomotion and cycling, expanding the base of potential cyclists.”
The pandemic brought difficulties to the sector’s production chain, such as the lack of raw materials and inflation in the cost of inputs, a global problem that Abraciclo expects to see normalized in the third quarter of 2021. Road infrastructure also needs to evolve, but it is already noted that the new cycle lanes in urban areas provide greater safety for users.
However, it is still necessary to change behavior in relation to bicycles. Although the pandemic has already given a good boost, says João Paulo Argeri, commercial director of Track & Bikes. “People are increasingly looking for so-called alternative, economical, and safe transportation, as well as maintaining physical shape with less sedentary lifestyle. This whole movement has required more investments from the public authorities for a larger number of areas of use.”
The market expands in a big way, outlines Ana Paula A. Colli, financial manager of Colli Bike. “Cities have been adapting and facilitating routes. This has been a very important factor in the mobility of the bikes. A proper bike track helps in safety and adds use not only for sport, but also for transport and leisure.”
Expectations for the date
On Father’s Day, the forecast is for a very strong consumer rescue. “I can say that it will be one of the best sales dates in 2021”, says João Paulo. With the extremely high demand of the last 12 months, sales will remain strong on the date, says Vitor. “Cycling is becoming an increasingly widespread family program. People are looking for more outdoor activities right now.”
The fact is that there was a very positive expansion of the market. “The bicycle has become an object of desire on almost every holiday. The male audience is one of the biggest consumers, and Father’s Day, for sure, will be the perfect opportunity for sales”, highlights Adilson Custódio, commercial director at Houston.
The growth’s estimate is around 15% for 2021, points out Antonio Vergos, Nathor’s director. “Concern with health and well-being has become a priority. The bicycle unites these two needs, in addition to being a means of transportation that avoids crowding. It is also an alternative for getting around in the face of increased fuel prices.”
The following are the products for Father’s Day.
The highlights of the brand are the electric models Caloi e-vibe Urbam and Caloi Easy Rider, identical in specification, but different in colors. Indicated for urban use, they have a 350 W motor, five power levels and up to 60 km of autonomy with the assisted pedal system, which responds to each pedal stroke. The lithium battery is removable, easy to carry around for charging at home or at work and is non-addictive. Another difference is the USB output for charging mobile devices, such as cell phones and tablets.
“With the extremely high demand of the last 12 months, sales will remain strong on the date, says Vitor.”
Another highlight is the Moab 2021 bicycle, mountain bike 29” rim, which delivers a superior performance in training on trails. With 18 speeds (ratio 2 x 9), it comes equipped with 100mm Rock Shox front suspension with handlebar lock, Microshift components and hydraulic disc brakes.
Caloi Moab Microshift – Suggested price as of March 15, 2021: R$ 4.679,99.
Caloi e-vibe Urbam / Easy Rider – Suggested price as of March 15, 2021: R$ 6.419,99.
The brand invests in 29-rim bicycles for Father’s Day. The Colli Kit Altus 941T.04 model is made of aluminum and weighs 16.47 kg. It has air suspension fork with handlebar lock, Shimano Altus 24V hydraulic kit, Shimano hydraulic disc brakes, 7V thin chain, 29 aero black rim 36 holes, aluminum handlebar, head set handlebar support and thick screw pedal.
“Cities have been adapting and facilitating routes. This has been a very important factor in the mobility of the bikes.”
The Colli Kit Alivio 941A.11 has a black 29 aero rim with 32 holes, weighs 16.47 kg, has an aluminum frame, air suspension fork with handlebar lock, Shimano Alivio 27 V hydraulic kit, Shimano Alivio M400 levers, Shimano hydraulic disc brakes, integrated head set steering movement and Mega Over aluminum handlebar.
Kit Altus – 941T.04 – Suggested price as of March 15, 2021: R$ 3.990,00.
Kit Alivio – 941A.11 – Suggested price as of March 15, 2021: R$ 5.990,00.
The company highlights two bicycles with a sportier profile, which provides comfort and safety when traveling. One of them is the Discovery 29 Shimano, an MTB bike for light practice, with Shimano Tourney transmission. It is a product for city leisure cycling.
“The male audience is one of the biggest consumers, and Father’s Day, for sure, will be the perfect opportunity for sales”
Another brand model for Father’s Day is the Mercury HT 29, a bicycle suitable for all cycling practices. With modern design and disc brake, it can be used in physical activities, leisure and as transportation in everyday life.
Discovery 29 Shimano – Suggested price as of March 14, 2021: R$ 1.799,00.
Mercury HT 29 – Suggested price as of March 14, 2021: R$ 1.999,00.
With sophisticated design and a vintage concept, the Anthon 26” urban bike features sophisticated design. It is equipped with high quality components, which add comfort and safety in daily activities, as well as in moments of leisure.
“The growth’s estimate is around 15% for 2021.”
A characteristic of the product is the advanced central movement. The cyclist is in a sitting position, which facilitates pedaling. The Anthon bike features a Shimano Nexus three-speed gearbox, a safer system because it has an internal gear, without the danger of the chain coming loose.
Anthon 26” – Suggested price as of March 14, 2021: starting at R$ 2.400,00.
TRACK & BIKES
The brand highlights for this Father’s Day the Troy and Kira bikes, both with 29 MTB rim, in aluminum, with 21 speeds. The products have Rapid Fire gear shifters and triple aluminum cranks.
“People are increasingly looking for so-called alternative, economical, and safe transportation.”
In both models, the double-wall rims stand out. The bicycles also have front suspension and disc brakes. The only difference between the two models is that Troy has a size 17 and Kira, a size 15.
29 rim MTB Alumínio Troy 21-speed – Suggested price as of March 13, 2021: R$ 2.400,00
29 rim MTB Alumínio Kira 21-speed – Suggested price as of March 13, 2021: R$ 2.400,00
Cycling insurance and support
The insurance concept expands to the category of bicycles and in a diversified way, since the retailer can offer the consumer up to nine coverages, among them the coverage for damage on transport and by third parties. Pricing ranges from 4% to 22% of the bicycle’s value. “We democratized insurance, which for some time was only made for products with a minimum value of three thousand reais and now reaches children’s bicycles. Thus, the insurance covers more than 90% of the bicycles produced in the country”, says Santuu’s CEO, Rodrigo Del Claro.
It is part of the Brazilian culture to insure against theft, but statistics show that only 0.5% of insured bicycles are mugged, while 87% of them suffer accidents. Insurance is offered by retailers. “In all cases, the insurance process is done online via Santuu. We estimate 65,000 bicycles insured per year in the short term. Today we have 35 million in the market, according to recent IBGE data”, says the CEO.
The company, which has more than 85% of the major manufacturers as partners, sees a maturation of the Brazilian market, which is approaching that of Europe and which received incentives with the new bike lanes. The pandemic even helped a lot to increase sales. In 2020, in São Paulo alone, sales grew 60% compared to the previous year, and the projection is to quintuple the market between products and services.
Always a bicycle lover, Rodrigo left the directorship of a bank to dedicate himself to cycling activities. On the company’s platform, it brings together a club of cyclist benefits, insurance, consortium, bicycle financing, and support for events. Annually, it promotes cycling for 8 thousand people in São Paulo. He also created the SOS Bike, which consists of support points for cyclists, in São Paulo and Rio de Janeiro, free of charge.
Eletrolar News Magazine 142