Hawan keke ya hau, shirin Schwinn mai talla

Schwinn, a zahiri shine samfurin keken da aka yarda dashi a cikin Amurka kuma da zaran babban mai siyarwa, an shirya duka don yin nishaɗin bikin cikarsa ɗari da ashirin da biyar wannan watanni 12 tare da tallan tallace-tallace na talla wanda ya haɗa da bambancin zamani na irin wadatattun kayan ado saboda Sting-Ray, Varsity, Collegiate da Babban abu. Sannan cutar amai da gudawa ta tono kan birkunan.

 Wuraren aikin Madison, kamfanin Wisconsin sun rufe a ranar 13 ga Maris, a daidai lokacin da duk al'umman ku suka fara rufewa. Bayan haka, kusan kamar ba zato ba tsammani, dubbai da dubun dubatan mutane da ke makale a gida suka fara amfani da kekuna, da yawa don lokacin farko a cikin shekaru, ko lokacin farko har abada. Babban tallace-tallace na babba da kekuna ya tashi, don dalilin wurin da tsakiyar-Can masu taya biyu da ke ƙasa da $ 1,000 sun yi karanci kamar takarda ɗakin hutu da masu tsabtace hannu.

 A cikin layi tare da kamfanin bincike na kasuwa NPD Group, babban tallace-tallace na kekuna ya tashi sama da kashi 75% a cikin Maris da Afrilu yayin da waɗannan kayayyaki na abokantaka da dangi suka samu kansu. A watan Yuni, babban tallace-tallace ya tashi da kashi 63 cikin 12 idan aka kwatanta da daidai lokacin da watanni 697 na ƙarshe, ya kai dala miliyan XNUMX, kodayake wannan karo ya samo asali ne daga ɗimbin tallace-tallace na kayan ado mafi girma - wata alama, in ji mai binciken NPD Dirk Sorensen, cewa masu keken “suna hakika karin sha'awar sanya kudi a cikin aikin na dogon zango. "

 Kowane mutum ya juya zuwa juya ƙafafun don jin daɗi, a zahiri, amma ƙari ga horo lokacin da aka rufe wuraren wasan motsa jiki da yoga da kuma wasannin motsa jiki na matasa. Binging bugu da kari ya juya mai kariya iri-iri zuwa jigilar jama'a, ya lura da Jay Townley, tsohuwar gwamnatin Schwinn kuma mai taimaka wa kungiyar Human Powered Zabuka, hukumar tuntuba ta keke. "Cutar da ta barke ta sanya mutane sane, kuma suka ji tsoron wucewar jama'a," in ji shi. "Keke ita ce motar da ta dace don jigilar jama'a."

  Abinda a kowane yanayi na iya buƙatar mafarki mai buƙata ga Schwinn ya juya mafarki mai ban tsoro. Abokanta na dillalai masu yawa waɗanda aka ba izinin izinin buɗewa, tare da Walmart da kuma Target, lura da ƙirƙirarsu tayi ƙura, kamar yadda tashoshin yanar gizo nasa suke, daidai yake da Amazon da kuma Kayayyakin Wasanni na Dick, wani babban jami'in da aka rufe shagunan sa.

Amma, sakamakon kusan dukkanin masana'antun masana'antu a kasar Sin - wurin da ake sayar da kayan Schwinn da kuma kason zaki na dukkan kekuna da kayan aikin yau - an kwashe kusan makonni shida ana farawa daga watan Fabrairu sakamakon annobar cutar, bututun ya bushe sama. Don haka kamar kammala karatu, bukukuwan aure da bukukuwa, babban bikin bashin ranar haihuwar Schwinn ya buƙaci a sanya shi cikin kulawa.

A yanzu haka, masu kera harshen Sinanci sun sake yin buɗa-baki kuma baburan hawa suna cikin manyan dako da tabbas ga Jihohi. Koyaya saboda Amurkawa na sake buɗewa da ci gaba da dawowa zuwa aiki da baiwa - wanda ke nuna tuki motoci da ɗaukar jigilar jama'a - shin hawan keke zai yi amfani da haɓaka cikin haske tare da kallon binge Sarkin Tiger da kuma yin burodin abinci mai ɗanɗano? Schwinn a zahiri ba fata bane, kuma kamfanin yana sake inganta dabarun tallansa ne da niyyar ci gaba da yaduwar Amurka.

 Nando Zucchi, shugaban Pacific Cycle, wani rukuni na kamfanin Dorel Industries na Montreal, wanda ke da Schwinn da wasu masana'antun kekuna daban-daban, da aka ambata Nando Zucchi, "Mun sake samun butts a kan kekuna kuma muna son ci gaba da yin hakan." Kudaden da Dorel ya samu a zango na biyu ya tashi da kashi 8.1% daga daidai lokacin da suka shiga watanni 12 a baya, zuwa dala miliyan 724 daga dala miliyan 670. Kudaden shiga na rabin rabin wannan watannin 12 sun kasance sunkai dala biliyan 1.3. Kamfanin ba ya tserewa lambobi don Schwinn da abubuwansa daban.

Ray Keener, wani gogaggen dan kasuwa kuma edita a “ Rakiya mai keke. “Ganin cewa baburan da suke kerawa suna raguwa cikin inganci da daraja fiye da yadda suke tallatawa ta hanyar wuraren sayar da kekuna [a zamaninsu], kayayyakin Schwinn masu yawa a hankali sun samu karuwa a hankali. Don haka idan masu sayayya suna buƙatar kekuna a ƙasa da $ 300 ko makamancin haka, buƙatar tana nan. ”

Schwinn ya sake sake fitowa da irin abubuwan tunawa da ranar tunawa kamar Sting-Ray da Varsity, tallace-tallace mai cike da alamu da sabon shirin kai-tsaye-zuwa-mabukaci, ya sanya babbar darajar gabatarwa a kan gidaje, sabbin mahaya da masu kera motoci da fadada layin kekunan dinki. da kuma babura.

 Kodayake sun fi tsada, Schwinn ya haɓaka "ɗayan manyan zaɓuɓɓuka masu yawa na kekuna a kowane kamfani," in ji Keener. Tana cikin zurfin layin titi da tsaunukan e-keke suna roko ga mahaya waɗanda suke so su yi amfani da tsohuwar hanyar, duk da haka a ɗaga lokacin da abin zai tafi da ƙarfi, kamar tsaunuka, da ƙaramar, ginanniyar motar da ke shigowa.

 E-kekuna bugu da allowari yana ba da dama na tsawon lokaci duk da haka tsofaffin masu kekuna, waɗanda ƙafafunsu ba su da tsada, don su kasance cikin sirdi kuma su ci gaba da kasancewa tare da yara a kan babura masu taya biyu na al'ada. E-scooters duk suna sha'awar titunan biranen ne da kuma makarantun sakandare, kuma Schwinn yana banki don gano fitarwa don taimakawa kayan sautinta na Tone su fice a cikin kasuwa mai cike da jama'a.

 Da kyau fiye da annobar ta inganta ainihin shirye-shiryenta, Schwinn yana ma'amala da hawan dutse don dawo da martabar samfurin, wanda ya ƙaru a tsakiyar karni na ashirin, kuma yana takara a cikin kasuwar ta yanzu. Zucchi ya ambata lokacin da CNBC ta fara magana da shi a tsakiyar watan Fabrairu, pre-coronavirus. "Ba wai kawai cewa mun tsufa ba ne, amma duk da haka sabo da kuma dangantaka."

 Kamfanin ya kasance ne a cikin Chicago a cikin 1895 ta wasu baƙi Bajamushe, Ignaz Schwinn da Adolph Arnold, a cikin manyan kwanakin da ƙasar ke amfani da babur ta amfani da masana'antu. Ko da bayan motar ta zama sarkin tituna kuma ta rage kasuwancin keken, Schwinn ya bunkasa ta hanyar siyan kishiyoyin gwagwarmaya, tsara zane-zanen juyin juya hali da kuma gina babbar kungiyar masu siyar da kayayyaki a tsakanin wuraren sayar da kekuna da rashin nuna son kai da kuma dillalai masu yawa. Sears da Ward na Montgomery.

 Magadan Ignaz Schwinn sun ci gaba da mamaye kasuwannin kamfanoni a cikin shekarun sittin da 70s, suna gabatar da jerin kayan sayarwa mafi kyau, amma duk da haka bai ci gaba da kwarewar kirkirar abubuwa ba da halaye na kekuna, musamman kekuna masu tsere a kan titi da kekuna. Gida, Turawa da Asiya masu kera keɓaɓɓe kuma sun fi Schwinn girma, har zuwa kamfanin da ya taɓa samun matsayi mai girma da aka gabatar don babi a 1992 kuma ƙungiyar kuɗi ta karɓe shi, wanda mashahurin kamfani ya jagoranta. Sam Zell, watanni 12 masu zuwa na dala miliyan 60.

Invoice Strickland, wani tsohon babban edita a Bicycling kuma a halin yanzu babban magajin mujallar. “Duk da haka gudanarwar da ake zargi ba ta fahimci abin da ke faruwa ba kuma a hankali don kirkirar sabbin abubuwa. Kamfanoni kamar na Musamman, Trek da Cannondale sun ɗauki rabon kasuwa, kuma batun da Schwinn ya yi a cikin shekarun 90s, ya yi latti. ”

Schwinn din da aka gano ya rayu tsawon kimanin shekaru goma, musamman tare da neman shiga keke, amma ba zai iya ci gaba da samun karuwar masu fafatawa ba. An sayi kamfanin a cikin wani babi na siyar da jama'a a $ 86 miliyan a 2001 ta hanyar Pacific Cycle, wanda a jujjuya aka samu dala miliyan 310 ta Dorel a 2004. Baya ga Schwinn, yanzu yana tunani-game da ƙarancin matakin matsakaici zuwa matsakaici, Pacific yana aiki da Mongoose da kyakkyawan layinta na tsaunin da kekuna da BMX, yayin da Dorel ke kula da manyan hanyoyin Cannondale, GT, Cost da Caloi.

 Kasuwancin keken Amurka - wanda ya ba da rahoton cikakken tallace-tallace na dala biliyan 3.3 a cikin 2019, sama da 1% daga farkon watanni 12, daidai da NPD - jaka ce da aka haɗu. Har ila yau, akwai wasu ƙananan ƙananan masu ginin-keɓaɓɓu na keɓaɓɓu, kekunan hannu da hannu, tare da Mosaic, Dean, Co-Movement da Waterford / Gunnar, (mallakar Richard Schwinn, jikan kyakkyawa na Ignaz,) waɗanda ke haɓaka kayayyaki na sama da $ 20,000.

 An rarraba kasuwar sosai zuwa kan titi, tsaunuka da kuma azuzuwan kekuna, tare da ƙananan rukuni a cikin kowane. Kewayen keke, wanda aka tsara don amfani da titin da kan titi, sunada yawa yanzu. Mafi saurin girma shine e-kekuna duk da cewa suna nuna ƙaramin ɓangaren kasuwa. Haɗin da ke da alaƙa da coronavirus ya haɓaka buƙatun kekuna na keɓaɓɓe na cikin birni. Yawancin masana'antun bugu da kari suna ba da yalwar kayan ado da kayan kekuna.

 Galibi, 'yan kasuwa na burin mara tushe, masu hawan shakatawa da ƙaunatattun masoya. Abubuwan da suka dace sun faɗi sosai, daga ƙasa $ 100 don keken Schwinn na samari a babban dillalin akwatin zuwa $ 12,500 don keke na kan titi na Trek tare da jikin carbon, sauya dijital da birki a cikin shagon keɓaɓɓen kanti. Babban kasuwancin Ecommerce yana haɓaka tsakanin Amazon, ƙananan shopsan shagunan keken kan layi kawai da kuma dillalai masu yawa, ban da kai tsaye ga-mabukaci (D2C) wadatar tallace-tallace ta kan layi ta masu tasowa iri-iri.

 Schwinn yana da kekuna a cikin kowane aji - na maza, mata da samari - kuma yana siyar da su ta hanyar manyan shagunan 'yan kasuwa masu yawa da kantuna da tashoshin kan layi, gami da D2C daya. Ba su da ƙarancin farashi mai sauƙi, mafi yawansu ƙasa da $ 1,000, kodayake mannequin ɗin da ke kan layi a cikin jerin abubuwan e-bike ɗin yana zuwa $ 4,000. Dick ya ki yarda ya taba Schwinn din da ya sayar, kuma Walmart zai ce kawai yawanci yana inganta karin kekuna a yayin annobar cutar fiye da yadda ta yi a karshen Disambar Kirsimeti.

 Zucchi ya ce, "Muna yi wa jama'a hidima tun daga kan abin hawa zuwa keke, daga babur dinsu na farko tun yana yaro har zuwa babur dinsu na karshe, mai taya uku. Ba mu mai da hankali kan babban mai keken titi ba, duk da haka wani wanda yake da masaniya game da keken, wanda yake bukatar zama na waje, ya samu lafiya kuma ya ci gajiyar abin da ya hau keke, wannan jin na 'yanci. Schwinn baya cikin farashi mai rahusa, duk da haka game da ƙima da inganci, ”in ji Zucchi, mai mallakar keke mai aminci wanda ke riƙe da kekuna shida a cikin ajiyar sa.

 Kamar yawancin kamfanoni a yayin annobar, kusan kusan ma'aikatan Schwinn 100 suna aiki daga nesa. Zucchi ya ce: "Mun yi bitar cinikin watannin 12 tare da hangen nesa ta hanyar Zoom," in ji Zucchi daga gidansa lokacin da CNBC ta sake tattaunawa da shi, a farkon watan Yuni. Banda Walmart, wanda ya dage kan kimantawa cikin mutum. "Mun bukaci yin kundin tsarin jirgin sama zuwa Bentonville," in ji shi.

Kodayake an sake tsara shirye-shiryen bikin ranar ɗari da ashirin na kamfanoni, Schwinn ya yi amfani da kafofin watsa labarun don maraba da masu siye da suka sake zuwa yin keki a yayin bala'in. Zucchi ya ce: “Muna son kula da su kuma,” in ji Zucchi.

 Ganin cewa kwanakin jinkiri na zamani har zuwa yau an jinkirta, sabon Sting-Ray yanzu yana nan akan shafin yanar gizon Schwinn ($ 370) kuma a Walmart da sauran abokan kasuwancin sa daban, Zucchi ya ambata. Schwinn bugu da kari ya buƙaci sake tura fitowar kwatancen Collegiate daga farkon farkon watan Yuni. Babban abin birgewa lokacin da aka fara shi a cikin 1954, wannan sabon titin karfe wanda aka gyara - wanda galibi akan mannequin na 1965 - ana kera shi cikin kulawa ta musamman ta Detroit Bikes. Kawai 500 za'a iya yin su galibi zasu kasance a kan layi ta hanyar Walmart.com, na $ 998, a cikin makonni masu zuwa.

 Schwinn ya canza lokacin tallata lokacin bazara {daloli} zuwa na gaba cikin watanni 12. "Babu wata ma'ana a cikin yin tallace-tallace da yawa lokacin da jama'a ba za su iya siyar da kaya ba," in ji Zucchi. "Hakan na iya bamu ci gaba kuma ba zai hana masu siyayya ba."

 Abun farfadowa a wasannin tsere tsere gaba daya cikin dabarar Schwinn na yin amfani da kayan tarihinta. "Muna so mu yi amfani da al'adunmu don ɗaukar mu zuwa kan gaba a kasuwancin," in ji shi. "A matsayin madadin yin wani abu na Sting-Ray a sakamakon bege mai kyau ne, bari mu sake tunanin yadda Sting-Ray zai kasance a 2030."

 Ba wai cewa Schwinn ba ya son kunna katin nostalgia ba. Monthsarshen watanni 12 ya yi babban faɗi tare da ɗayan tarin lasisi da yawa, Sting-Ray mai iyakantacce kamar wanda yara suke hawa a cikin jerin Netflix Baƙon Baƙi. "Schwinn ya sake gano hanyar su a cikin rayuwar mutanen da ke son keke," in ji Strickland, wanda ya samu yatsun sa a daya. "Na hau shi kuma na ji kamar na kasance shekaru 12," mai shekaru 55 da aka ambata. "Wannan ya ba ni shawara cewa Schwinn factor duk da haka akwai, wannan so da kauna."