It was as if a hungry caterpillar had devoured the current 2021 model year in one bite. Although, due to the Pandemic neither a Eurobike trade fair When there were still dazzling presentations of new products, the market was sold out in no time at all. Amazingly, it wasn't exciting innovations that were driving demand, but a pure, sudden surge of desire for mountain biking that had gripped the entire country. The hyper demand, as industry insiders call the current phenomenon, has shaken up the entire bike market. Manufacturers now have to wait up to 800 days for goods from overstretched suppliers in the Far East. For small brands that are not as assertive as the market giants in the massive battle for add-on parts and production slots, the current bike boom - as crazy as it sounds - is a serious threat to their existence. According to industry insiders, the first companies are already in financial difficulties because ordered bikes cannot be delivered.
If you talk to managing directors and product managers, a similar picture emerges everywhere. The warehouses are empty. But new goods are taking a long time to arrive, or are only trickling in in insufficient quantities. Regardless of whether they are manufacturers of drives, brakes, tyres or small parts: Everyone is literally overwhelmed by the huge demand. Temporary company closures in the Far East due to the pandemic have exacerbated the order backlog. Added to this is the explosive rise in Demand for overseas containers on the global marketwhich has created an additional bottleneck. And even if the goods are in Germany, companies often have to fight for transport capacity with the equally busy haulage companies.
Unusual for customers, dealers and bike manufacturers
"It's an unusual situation for everyone. For customers as well as for retailers and manufacturers. It's as if the bakery suddenly no longer has what used to be available every day. Previously, the display was always full and now there are only sometimes bread rolls. That's pretty much how it is," says Anatol Sostmann, Product Manager at Rose Bikesthe feeling of everyone in a nutshell.
The situation is frustrating not only for prospective buyers, but also for dealers. On the one hand, they are experiencing unprecedented demand. But this is of no use if mountain bikes and parts are not available.
"At the moment, it's my daily business to put customers off or explain why something isn't available," says Tino Ziegerwho in his Shop Elbbikes sells mountain bikes and racing bikes in Pirna, Saxony. It's surreal, he says. He normally orders the goods for the next season in autumn. This spring he received a completed Excel list from his representative. A kind of allocation list. On it: only a fraction of what Zieger would have liked to order. "That's crass, of course. But ultimately it's a good thing that cycling is booming. All those bikes have to be serviced," says Zieger confidently, despite the tense situation. However, even for service work, some of the necessary parts are currently lacking. Which is why Zieger has built up a network with other dealers to help each other out with parts.
The current situation has already cost Bernd Weihermann, who runs the high-end shop "Bernd's Radsportecke" in Filderstadt near Stuttgart, a lot of nerves. Every day he has to Customers in his bike shop put us off. Sometimes the original delivery time of three months suddenly turns into six months. Sometimes, after months of waiting, he has to tell the customer that the bike they ordered will no longer be delivered by the manufacturer. A nightmare.
"We can't tell the dealers in which calendar week the ordered bike will be available. The supplier companies in Asia are completely overbooked and can only process the orders gradually. Unfortunately, capacities cannot be ramped up at will," says Centurion boss Wolfgang Rennerwho - just like the bosses of other bike companies - has been kept on his toes for almost a year. Equipment lists have to be adapted to the delivery situation, alternative parts have to be found and planned presentations of new products have to be postponed. A crazy amount of stress that, according to Renner, is unlikely to end any time soon.
No easing in sight for 2022 for the time being
The industry experts are unanimous. There is no relief in sight for the time being. So it's no wonder that no major fireworks of new products can be expected this autumn either - although the Eurobike and the IAA Mobility. The priority for many companies is to work through their long order lists. The trends that are emerging for 2022 are not milestones such as Twentynine or 1x12 circuits. The degree of innovation of the 2022 collections will only be of marginal interest to many. There are new products, that's what counts. And it will be devoured by the market like a hungry caterpillar.
Our tip: Anyone looking for a new bike should be flexible. The geometry and general equipment must of course be right. But when it comes to colour or model details, it's better to go for it than wait for a better offer. There is another reason why it is advisable to act quickly: the exploding transport costs will probably soon be reflected in the prices of bikes. Some models will therefore become more expensive in 2022.
