Coming of age: Chinese brand Yong Qi launches its own brand of premium bicycles
Acquisition of European brands STRiDA and Rennrad has enriched the technical capability of research and development department
Country Business Reports interviews and articles by Discovery Reports www.discoveryreports.com
China is shedding its image as a mere production site for the world’s top bicycle brands. Contributing to this goal is Yong Qi Industrial. The company has been manufacturing or designing bicycles for leading European and American brands for almost 30 years. For the first time this year, however, Yong Qi will launch its own Chinese brand of premium bicycles. For the bike specialist, there is no better way to introduce itself to the local market than by using its own company name – the Yong Qi line – as its first brand created for mainland China.
“We will be focusing on the Chinese domestic market, building up awareness for our very first brands of premium bikes,” says Chang Tai-shan, president of Yong Qi.
Yong Qi will feature the same quality found in top bicycle brands worldwide, if not better. The line will feature premium parts, a no-fail drivetrain and other latest technologies. Yong Qi draws technical know-how from its long experience working with leading global brands. In particular, the company’s acquisition of STRiDA and Rennrad has enriched the technical capability of its research and development department. STRiDA is a world-class European brand of folding bikes, while Rennrad is a leading German brand of children’s bicycles.
In addition to high quality, Yong Qi ensures competitive pricing and short delivery lead times. Yong Qi attributes this to its many initiatives to raise overall operational efficiency.
For instance, Yong Qi opened its third factory in mainland China in May. The new plant features the latest in assembly-line robotics, enterprise resource planning, renewable energy generation and water recycling.
“We seek strategic alliances with other Chinese bicycle brands as we offer our manufacturing facilities to them,” Chang says. “We also welcome local distributors as we strengthen our brand presence across China.”
Yong Qi Industrial (Ming Cycle Industrial)