On May 10, 2017, in Silicon Valley, the United States, Sharon took a look at the data on her bracelet after enjoying the bright sunshine and pleasant bike ride. Eight minutes, two kilometers, 98 calories consumed, 320 grams of carbon emission reduced, and a sense of accomplishment started a day of fast-paced work. This is just one example of bike-sharing that has become a way of life around the world, from London to Singapore. As a complete vehicle solution that can provide brand support, technology research and development, product customization and channel expansion, Phoenix Bicycle has firmly occupied the first place in the export volume of China's own brands for 40 consecutive years with the global sales of about 200 million.
On the other side of the world, thousands of self-owned brands are celebrating the first China Brand Festival. Different from other brands, Phoenix Bicycle this century-old brand just spent its 120th birthday two days ago, released at the same time MINTBIKE electric power bike "Mint bike" and city spirit electric bike U1 "cloud horse" two black technology products, but also become Phoenix bicycle in promoting supply-side structural reform, expand quality consumption, It is the foundation work of three steps upgrading from Made in China, made in China and made in China.
MINTBIKE "Mintbike"
City Spirit Motorcycle U1 "Yunma"
Made in China: The Phoenix aristocracy in the planned economy
The 120th anniversary of Phoenix Bicycle received a very special gift. It was a Phoenix PA12 28-inch bicycle from an old man surnamed Lu who was over 80 years old. As Lu recalled, the car was purchased in October 1964 at Jing 'an Si Deli Car Shop at 170 yuan, and it took four months 'salary to buy it. In the 1970s and 1980s, bicycles, sewing machines and watches became the three must-hares for young people to get married. A designer bike means a "luxury" way to get around. In the late 1980s, bicycles gradually became the most important and popular means of transportation for Chinese people. At that time, the spectacular flood of bicycles during the daily commute made China the "kingdom of bicycles" in the eyes of foreigners.
It was in the 1950s that bicycles became popular in China. At that time, the public Security Bureau was in charge of the storage area, and since then, each bike has been required to have its own ID card before it can be used on the road. In 1958, 267 small factories in Shanghai were merged to form Shanghai Bicycle Factory No. 3, a local state-owned company. A few years later, the Phoenix bicycles produced by this factory began to become the national famous brand and entered the international market on a large scale. The export volume ranked first in the national bicycle industry for a long time. Phoenix women's car is also known as "female aristocratic car", and become the bride's dowry, feed girlfriend's first choice of high-grade goods. Up to now, the sales volume of Phoenix bicycles has reached nearly 200 million, which is an amazing figure linked to the growth history of our people.
Bicycle is the first popular industrial product in China. By the end of the 1980s, China had 500 million bicycles on its roads. For the first time, the Chinese collectively changed their speed on bicycles. The bicycle used to be a vivid picture of China's past, not only because one in three residents owned one, but also because it was a symbol of what China was made in, and how the country was perceived by foreigners.
Made in China: The Phoenix rises from the ashes under the mixed ownership reform
In the 1990s, the Phoenix bicycle was selected as a national gift for foreign guests. Phoenix Bikes also provided a fitness car for US President George W. Bush when he visited China. Today, Phoenix Bicycle continues its glory overseas. In the era of planned economy, Shanghai Phoenix was synonymous with national quality, and the market foundation laid at that time has benefited Phoenix Bicycle to this day. Now, the company has recruited nearly 100 agents in overseas markets and invested nearly 30 million yuan in R&D annually through independent research and development and cooperative research and development to design and develop products suitable for different countries and regions. The products are exported to more than 90 countries and regions in the world, and the overseas market accounts for 40% of the overall sales.
In the 21st century, the trend of mountain biking evolved into young people's enthusiasm for extreme sports of cycling, and bicycles began to lose their reputation as walking tools and become fashionable items for people's leisure and fitness. At that time, the larger bike storage places in Beijing all had special storage places for mountain bikes or race cars. The cost of storing a mountain bike was 20 yuan, twice the price of an ordinary bike.
The rebirth of Shanghai Phoenix, it is to seize this opportunity period, in the product structure, industrial layout, channel construction, product promotion and other channels to adapt to The Times. In 2010, Shanghai Phoenix Bicycle Co., Ltd. introduced private capital and carried out institutional reform, creating a trinity of unique advantages of "listed system, private mechanism and national brand". By the end of 2016, the company has established manufacturing bases and R&D testing centers in Tianjin and Jiangsu. The company has an annual production capacity of 5 million two-wheeled vehicles. After years of product upgrading, mountain bikes with the highest added value have accounted for 30% of the total sales volume. The sales channels have been actively laid to the secondary market across the country, and more than 1,800 sales stores are being renovated and upgraded, which can meet the market demand at different levels.
Made in China, the Phoenix gift of the first Chinese Brand Day
On May 8, 2017, Phoenix Bicycle's 120th anniversary and industry Summit Forum was held at the Intercontinental Shanghai National Convention and Exhibition Center next to the International Bicycle Show. As one of the representatives of the time-honored brand, Shanghai Phoenix invited guests from all walks of life to participate in the grand event before the first China Brand Day, on the 120th birthday of the bicycle brand, to witness the growth of the century-old brand, share the experience of brand cultivation, discuss the future development of the industry, and recognize the outstanding representatives of the enterprise who have made outstanding contributions to the inheritance and promotion of the Phoenix brand in different periods.
In view of the establishment of "China Brand Day", Zhao Ping, director of the international Trade Research Department of the China Council for the Promotion of International Trade, said that in order to achieve the ultimate goal of stimulating the consumption of independent brands, it is not enough to only excavate the connotation of the enterprise and establish the brand day, but also must make a contribution in the quality, performance, reputation, sense of science and technology that consumers are most concerned about, in order to meet the needs of consumers. The site released MINTBIKE electric power bike "mint bike" and city fairy electric bike U1 "cloud horse" two black technology products, is completely from the perspective of consumers to do customized development. As a big move by Shanghai Phoenix and Mint Smart Manufacturing, "Boche Bike" redefines intelligent electric powered bikes with its standard modularization that has attracted much attention in the industry, providing an opportunity for the public to ride better and smarter vehicles. It also provides more possibilities for the development and improvement of the sharing economy model. The minimalist "Yunma" from northern Europe has a smooth and light body, which can bring consumers unprecedented easy riding experience. The unique design of the battery not only provides extraordinary power, but also is an emergency charging bank. The unique design is simply tailor-made welfare for the mobile phone party. Both the modularization and dual-use of "Mint Bike" and the three-second replaceable battery of "Yunma" can reflect the efforts made by Shanghai Phoenix to combine traditional bicycle industry with Internet technology, as well as the life concept of green travel, low-carbon environmental protection and fashionable cycling conveyed by Phoenix Bicycle. Shanghai Phoenix launched the two new cars and held a positive brand launch and innovation forum, which was also a gift for the centennial brand to celebrate its first "Chinese Brands Day".
In 1958, a consumer, Mr. Zhou, submitted a beautiful Phoenix pattern to Shanghai Bicycle Factory No. 3 (the predecessor of Shanghai Phoenix), which was collecting trademarks at the time, and wrote, "The phoenix is good and flies quickly. It is an auspicious thing among the people and is loved by the people." Nine years later, Premier Zhou Enlai sent an affectionate message to the brand: "Phoenix" is an auspicious bird, and the "Phoenix" brand is the people's favorite bicycle. As China's largest self-owned brand in export volume for 40 consecutive years, Phoenix Bicycle not only has unique overseas market and channel resources, but also can provide complete vehicle management solutions, which has laid a solid foundation for brand support, technology research and development, and international development for partners in the post-bike-sharing era. Spanning three centuries and 120 spring and autumn, covering more than 90 countries in the global market, Phoenix proved the ageless legend of the century-old brand with the global sales data of 200 million cars!
