Retail design for China's first sports bicycle A-brand

Retail design for China's first sports bicycle A-brand

Kloos, B.P.

Van Boeijen, A.G.C. (mentor)
Christiaans, H.H.C.M. (mentor)

Industrial Design Engineering

Design Engineering

Retail design

2014-08-15

The Chinese sports bicycle market is very promising since the Chinese consumers have growing disposable incomes and the sports bicycles are getting increasingly popular among them. However, China’s domestic bicycle brands as well as international brands have not yet succeeded to successfully obtain their desire and maintain their loyalty. The retail of sports bicycles in China has fallen behind on its consumers, Chinese sports bicycle consumers are looking for an experience preview of the expectations they have of a sports bicycle life style. Sadly, the Chinese sports bicycle market is only offering them a place of transaction. The Chinese consumer will therefore turn to his own sources in his social circles or online. Without professional guidance these sources are not always providing the right information or it is not properly understood. Therefore it is common that Chinese sports bicyclist often own a bike that is not fit to their needs. Observations and focusgroups in Shanghai and Luoyang with inexperienced, beginner and advanced groups of Chinese participants revealed the touchpoints, motivations and needs of the Chinese consumer of sports bicycles. In order to create the retail experience the Chinese sports bicycle consumer is looking for, Triace will be the elderly, experienced and caring brother initiating customers into the secrets of cycling and taking them by the hand, teaching and coaching them in order for them to become a new happy and everlasting member of the cycling peer group. The retail design for the flagship store of Triace bicycle in Shanghai will give it’s customers a better cycling experience through: finding the right products for them and making the right products desirable to them through contextual communication sizing and fitting the products for them help them become a better rider through the Triace community maintain their bike.

retail design
China
sports bicycles

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Campus only

Student theses

master thesis

(c) 2014 Kloos, B.P.