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SMMCG9[TP1]_GIANT, G9 (IBS3 Jenny, IBS3 Cathy, IBS3 Apphia, IBS3 Rita,…

- - - - The only female bicycle brand in the world
      - Liv Forward
    - - Major marketing brand
      - Bicycle manufacturer with the highest turnover in the world
    - - High-end bicycle components
      - first non-vehicle brand
    - - Restructuring the brand
    - - Focus on comfortable riding experience
      - The pursuit of fashion taste
- - - - The rise of the involvement of sport
      - The rise of the oil price.
      - The rise of environmental awareness
        
        The willingness to pay of consumers
        increased.
      - The demand of electric bicycle in Europe is high.
      - Bike-sharing is booming in China.
    - - Covid-19
        
        Some countries close the border.
        
        The economic of the world is unstable.
        
        Strategy
        
        Digital marketing
        
        Online sales
        
        Indoor cycling
        
        The shortage of containers.
      - The sales in US Bicycle industry dropped off these years.
  - - - monopolistic competition
        
        Giant is at the first place of exporting about 10%
    - - 3 different aspects
        
        Technology
        
        being restricted by Japanese patent
        
        Market
        
        being frequently accused of dumping by foreign countries in recent years
        
        high anti-dumping duties
        
        high entry barrier
        
        Special materials
        
        the steel is mostly imported abroad
      - the market share of Taiwan’s top 30 exporters has changed slightly
        
        the position of t leading manufacturers has been quite stable.
      - the bicycle industry is almost saturated
        
        major suppliers
        
        Giant
        
        Liancheng
        
        Merida
    - - substitutes of different situations
        
        developed countries
        
        bicycles are used for leisure
        
        electric motorcycles and electric bicycles
        
        developing countries
        
        bicycles play the role of transportation
        
        motorcycles
      - GIANT
        
        matured in electric bicycles
        
        products are mainly exported to Europe
- - - - Technology
        
        1.Manufacturing Technology Enhancement
        
        R&D play an important role
        
        carbon fiber process makes the bicycle more light.
        
        Established CADEX
        
        2.Trend of electrification
        
        the use of electric technology make the use of transportation more easy.
        
        Expansion of E-bike manufacturing
        
        3.Technology makes service better
        
        create a deeper connection with consumers
        
        Use Intelligent Innovation to make company good at talking to consumers.
      - Social
        
        Consumer habits change
        
        want to enjoy a higher quality riding experience everywhere.
        
        Execerise---GIANT
        
        Build a new brand structure GIANT GROUP
        
        Women only---Liv
        
        Life style----Mpmentum
        
        More and more people start to ride
      - Economic
        
        2001 Industry relocation in TW
        
        Many companies moved to China to find low-cost
        
        Organize A-team to change from OEM to OBM
        
        keeping the bicycle industry in Taiwan
        
        create high quality, high technology and high value-added products
  - - - Midstream
        
        Component
        
        Tire
        建大
        華豐
        
        Round Group
        Shimano
        
        transmission
        日馳
        
        Brake
        利奇
      - Dowmstream
        
        assembly
        
        sale
        
        service
      - Upstream
        
        Material
        
        Steel
        中鋼
    - - normal bicycle
        
        Mature period
      - electric bicycle
        
        Growth period
- - - - local production
      - Logistics Center
        
        occupy the market rapidly
      - smart production
        
        ERP system upgrades
        
        automated production lines
        
        efficiency and quality
      - new factory
    - - brand value
      - digital marketing
        
        Cultivate potential customers
      - sports marketing
        
        competitiveness of proprietary brands
      - sponsorship
    - - functionality
      - materials
      - outward design
        
        intelligence
        
        cycling efficiency
  - - - from
        R&D to production and sales
        
        high-quality and high-efficient
        production
    - - create consumer demand
        
        online and offline services
  - - - Liv
      - Momentum
      - GIANT
      - Cadex
    - - Technology
      - innovation
      - trend
      - functional
- - - - Tire
        正新
        建大