Ukuthengiswa kwebhayisekile, isicwangciso sentengiso seSchwinn

USchwinn, oyena mzekelo weyona bhayisekile yamkelweyo e-US kwaye nje ukuba oyena mthengisi uphakamileyo, konke bekumiselwe ukonwaba ikhulu elinamashumi amabini anesihlanu esi sikhumbuzo kule nyanga zili-12 ngephulo lokuthengisa elithengisayo elibandakanya ukwahluka kwemfashini yeefashoni ezihloniphekileyo kuba I-Sting-Ray, Varsity, Collegiate kunye neParamount. Emva koko ubhubhane we-coronavirus wagxuma kwiibhuleki.

 Iindawo zomsebenzi waseMadison, eFisconsin esekwe ngokuqinileyo ngo-Matshi 13, ngalo lonke elo xesha ilizwe lakho lonke laqala ukuvalwa. Ke, phantse ngesiquphe, amawaka kunye namawaka abantu abaxakekile emakhaya baqala ukusebenzisa iibhayisikile, uninzi lwabo olona lukhulu kwiminyaka, okanye ixesha lokuqala. Ukuthengiswa okupheleleyo kokukhula kunye neebhayisikile zabaselula zanyuka, ukuya kuthi ga kwindawo enamavili amabini angaphantsi kweedola ezili-1,000 XNUMX zazinqongophele njengephepha lokuphumla kunye nezinto zokucoca izandla.

 Ngokuhambelana nearhente yohlalutyo lwentengiso yeQela le-NPD, intengiso yeebhayisikile ethengisa ngaphezulu kwe-75% ngo-Matshi nango-Epreli njengoko ezi fashoni zilungele usapho zifunyenwe. NgoJuni, ukuthengisa okupheleleyo kunyuke ngama-63% xa kuthelekiswa nexesha elilinganayo lokugqibela leenyanga ezili-12, lafikelela kwi-697 yezigidi zeedola, nangona oko kubangelwa kukuthengisa okuphezulu kwefashoni ephezulu- uphawu, okhankanye umhlalutyi we-NPD uDirk Sorensen, ukuba abahamba ngebhayisikile ndinomdla ongakumbi wokufaka imali kulolongo lwexesha elide. ”

 Abantu baguqukele ekujikeni iipedal ukuze bonwabe, eneneni, kodwa ukongeza kuloliwe xa iijimi zabo kunye ne studio zeyoga zivaliwe kwaye nemidlalo yolutsha yaya kwihiatus. Ukuhamba ngebhayisikile ngaphezulu kwaguqula izinto ezikhuselweyo kuthutho lukawonke-wonke, waqaphela uJay Townley, owayesakuba ngurhulumente waseSchwinn kunye nomlingisi osekwayo kwi-Human Powered Options, iarhente yokubonisana ngeebhayisikile. Ubhubhane wenze ukuba abantu bazi, kwaye boyike, ngenxa yokuhamba kwabantu abaninzi, utshilo. "Ibhayisekile yeyona moto ifanelekileyo yokuhamba-hamba kwezentlalo."

  Yintoni nakweyiphi na enye imeko enokufuna iphupha eliyimfuneko kuSchwinn wajika wanikezela ngephupha elibi. Abahlobo bayo abathengisa ubunzima ababevunyelwe ukuba bahlale bevulekile, kunye WalMart kwaye target, uqaphele ukuba uluhlu lweempahla ziyancipha, njengoko kunjalo nangamajelo e-ecommerce, alingana ne Amazon kwaye Izinto zeMidlalo zikaDick, igosa eliphambili elineevenkile ezivaliweyo.

Kodwa, njengesiphumo sendawo nganye yokuvelisa eTshayina- indawo yokuthengisa kukaSchwinn kunye nesabelo sengonyama kuzo zonke iibhayisikile kunye nezinto zenziweyo namhlanje - zazingasebenzi kangangeeveki ezintandathu ukuqala ngoFebruwari ngenxa yobhubhane, umbhobho womile phezulu. Ke njengokuthweswa izidanga, imitshato kunye neeholide, kufuneka ukuba ibekwe kulondolozo olukhulu lomhla wokuzalwa kaSchwinn.

Okwangoku, abavelisi bolwimi lwaseTshayina bayaphinda bayabhaza kwaye iibhayisekile ziphakathi koothutho ngokuqinisekileyo e-United States. Nangona kunjalo ngenxa yokuba i-US ivule ngokuzinzileyo kwaye abantu babuyela emsebenzini nakubuchwephesha- okuthetha ukuqhuba iimoto kunye nokuhamba ngezithuthi zikawonke-wonke - ngaba ispike sebhayisikile sisebenzisa ukukhanya ukukhanya kunye nokujonga ukubonwa I-Tiger king kunye nokubhaka isonka sentlama? Ngokwenyani uSchwinn akanathemba, kwaye iqumrhu lihlaziya ubuchule balo bokubhengeza ngenjongo yokugcina iMelika inyathela.

 "Sifumene iimpundu kwakhona ngeebhayisikile kwaye sinqwenela ukuqhubeka sikwenza oko," utshilo uNando Zucchi, umongameli wePacific Cycle, icandelo leDorel Industries eseMontreal, engumnini weSchwinn kunye nenani labenzi beebhayisekile abohlukeneyo. Ingeniso yekota yesibini kaDorel ibinyuke nge-8.1% ukusuka kwixesha elifanayo kwiinyanga ezili-12 ezidlulileyo, ukuya kwii-724 yezigidi ukusuka kwi-670 yezigidi zeedola. Ingeniso yesiqingatha sokuqala sale nyanga ye-12 ibicwangcisiwe kwi-1.3 yezigidigidi zeedola. Umdibaniso akabaleki amanani eSchwinn kunye nezinto zayo ezahlukeneyo.

"USchwinn ube nguNombolo 1 kuzo zonke iimodeli zophando endikhe ndazibona ziphinda zenzeka kwiminyaka engama-40," utshilo uRay Keener, igqala lishishini kunye nomhleli Umthengisi weBhayisikile. “Ngelixa iibhayisekile zabo zisehla kumgangatho ophezulu kwaye zixabisekile kunasemva kokuba bezikhuthaza ngendlela yeendawo zokuthengisa ngeebhayisekile [ngexesha labo langaphambili], iimfashini ezithengisa izinto ezininzi eSchwinn ziye zanda kancinci ngokuhamba kwexesha. Ukuba abathengi bafuna iibhayisikile ezingaphantsi kwe- $ 300 okanye ngaphezulu, ibango likho. ”

USchwinn uphinde wasusa ukukhutshwa kweefashoni zesikhumbuzo ngenxa yokuba iSting-Ray kunye neVarsity, ukuthengiswa okuthe kratya kwintengiso ye-ecommerce kunye nenkqubo entsha ethe ngqo eya kubathengi, ibeka ugxininiso oluphezulu lwentengiso kumakhaya, abakhweli abatsha kunye nabakhweli kwaye bandise umgca wayo weebhayisikile zombane. kunye nezithuthuthu.

 Nangona bengabathengi, uSchwinn uphuhlise enye yezona ndlela zibanzi nezona zibalaseleyo zee-bikes kuyo nayiphi na inkampani, utshilo uKeener. Ubunzulu bayo bendlela yesitalato kunye neentaba ze-e-bikes zibhenela abakhweli abanqwenela ukuhambisa indlela yakudala, nangona kunjalo fumana ilifti xa ukuhamba kuya kuba namandla, njengokunyuka kweenduli, kunye nezincinci, ezakhelwe-ngaphakathi kwimoto.

 Iibhayisekile ze-E zongeza ixesha elide nangona kunjalo abantu abakhulileyo beebhayisikile, abanemilenze engalinganiyo njengesixhobo sokuhlala, ukuhlala ngaphakathi kwesali kunye nokugcina abantwana ngesiqhelo iivili ezimbini. I-E-scooter yiyo yonke into ethandwayo kwizitalato zedolophu enkulu nakwiikhampasi zeFakhalthi, kwaye iSchwinn ibhenka ekuchongeni ukwamkelwa ukunceda imfashini yeTone yayo ibonakale kwimarike enabantu abaninzi.

 Kwangaphambi kokuba ubhubhane aziphakamise izicwangciso zawo, uSchwinn wayejongana nomqolo wokufumana ukwamkelwa kwemodeli, eyathi yenyuka phakathi kwinkulungwane yamashumi amabini, ikhuphisana kwintengiso ekhoyo. "Sijonga into esiza kuyenza ukuze sisebenzise ilifa lethu lokuhamba ngebhayisikile," utshilo uZucchi xa i-CNBC iqala ukuthetha naye embindini kaFebruwari, pre-coronavirus. Ayisiyiyo nje into yokuba siphelelwe lixesha, nangona kunjalo intsha kwaye inxulumene. ”

 Iqumrhu lalizinze eChicago ngo-1895 liqela labaphambukeli baseJamani, u-Ignaz Schwinn kunye no-Adolph Arnold, phakathi kweentsuku zesizwe ze-halcyon zokusebenzisa isithuthuthu nokwenza. Kwanasemva kokuba imoto ijike yangukumkani ezindleleni kwaye yacutha ishishini ngebhayisikile, uSchwinn wakhula ngokuthenga abo balwa naye, besenza ifashoni yotshintsho olwenziweyo kunye nokwakha abathengisi abanamandla kwindawo yentengiso phakathi kwabathengisi beebhayisikile nabangakhethi cala kunye nabathengisi abaninzi Sears kunye neWadi yaseMontgomery.

 Iindlalifa zika-Ignaz Schwinn zigcine ukulawulwa kweenkampani kwi-Sixties kunye nee-70s, ukwazisa ngokulandelelana kweefashoni ezithengisa kakhulu, nangona kunjalo azange ziqhubeke nobuchule bokuyila kunye neempawu zokuhamba ngebhayisikile, ngakumbi iibhayisekile zokubaleka ezitalatweni kunye neebhayisikile zeentaba. Ekhaya, abenzi beebhayisekile baseYurophu nabaseAsia benza imali eyongamileyo kwaye bagqitha eSchwinn, de kwafika ifemu eyayibanjelwe ukuba ifake isahluko ngo-1992 kwaye yafunyanwa liqela lenkxaso-mali, elalikhokelwa yinkampani edume kakubi USam Zell, kwiinyanga ezili-12 ezizayo ngezigidi ezingama-60 zeedola.

“Kwinqanaba elinye, uSchwinn wayethetha ukukhwela ibhayisikile,” utshilo u-Invoice Strickland, owayesakuba ngumhleli oyintloko Ngebhayisikili Okwangoku umkhweli oyintloko wejenali. “Nangona kunjalo abaphathi abathandabuzayo khange bakuqonde ukuba kwenzeka ntoni kwaye bathi chu ukuyila into. Amashishini afana ne-Specialised, Trek kunye neCannondale athabathe isabelo sentengiso, kwaye ngenqaku uSchwinn aphendule ngalo kwiminyaka yoo-90, kwakusele kusemva kwexesha. ”

I-Schwinn ichonge ukuhlala malunga nesinye ishumi leminyaka, ngakumbi ii-forays zokuhamba ngebhayisikile entabeni, nangona kunjalo ayinakukwazi ukugcina ukhuphiswano olukhulayo. Indibaniselwano yathengwa kwisahluko esinye ukuthengiswa koluntu nge-86 yezigidi zeedola ngo-2001 yiPacific Cycle, neyathi nge-flip yafunyanwa nge-310 yezigidi zeedola ngu-Dorel ngo-2004. Ukongeza ku-Schwinn, ngoku wayecinga-malunga nemodeli esezantsi ukuya kwinqanaba eliphakathi, IPacific isebenza iMongoose kunye nomgaqo wayo oqwalaselwe kakuhle weentaba kunye neebhayisikile zeBMX, ngelixa iDorel ilawula isiphelo esiphezulu seCannondale, iGT, indleko kunye neemarike zaseCaloi.

 Ishishini leebhayisekile laseMelika-elichaze ukuthengisa ngokupheleleyo kwe-3.3 yezigidigidi ngo-2019, inyuka nge-1% kwiinyanga ezili-12 zangaphambili, ngokungqinelana ne-NPD- yingxowa edibeneyo. Kukwakho uninzi lwabakhi abakhasayo abancinci bezinto ezenziwe ngesandla, ezenziwe ngebhayisikile ezenziwe ngezandla, kunye noMosaic, uDean, Co-Movement kunye neWaterford / Gunnar, (ephethwe nguRichard Schwinn, umzukulwana omnandi kaIgnaz,) ezikhuthaza iifashoni ezingaphezulu kwe- $ 20,000.

 Iimarike zahlulwe ngokubanzi zaba ziiklasi zesitrato, intaba kunye neebhayikhi ezixubeneyo, ezinamacandelwana kuzo zonke. Iibhayisikile zeGravel, eziyilelwe ekusebenzeni nasendleleni, ziqhelekile ngoku. Esona sigaba sikhula ngokukhawuleza zii-e-bikes nangona zibonisa ukuba yinxalenye encinci yentengiso. I-crazevirus enxulumene ne-craze iye yonyusa imfuno yesixeko / iibhayisekile zabahambi. Abenzi abaninzi banikezela isinxibo seebhayisikile kunye nezixhobo.

 Ngokwesiqhelo, oosomashishini baneenjongo ezingacwangciswanga, abakhweli bokuzonwabisa kunye nabathandi behardcore. Izinto ezixabisekileyo zibanzi ngokubanzi, ukusuka ezantsi kwe- $ 100 kwibhayisekile yabaselula baseSchwinn kwibhokisi enkulu yebhokisi ukuya kuthi ga kwi-12,500 yeedola kwibhayisikile yesitalato iTrek enomzimba wekhabhoni, ukutshintsha kwidijithali kunye neziqhoboshi zediski kwivenkile ekhethekileyo yebhayisikile. Intengiso enkulu ye-ecommerce iyakhula phakathi kweAmazon, iivenkile zebhayisekile ezikwi-intanethi kuphela kunye nabathengisi abaninzi, ukongeza kubathengi-abathengisi (D2C) kwintengiso enkulu ngokuthengisa ngokunyuka kweentlobo zabenzi.

 USchwinn uneebhayisikile kwiklasi nganye-yamadoda, amanenekazi kunye nolutsha- kwaye uzithengisa ngendlela yeevenkile ezithengisa ngobuninzi izitena kunye nodaka kunye neelayini zendlela, kunye ne-D2C enye. Zisezantsi ukuya kumaxabiso asengqiqweni, uninzi lungaphantsi kweedola ezili-1,000, nangona i-mannequin ephezulu ye-line kwi-e-bike irosta iya kwi- $ 4,000. UDick wenqabile ukuchukumisa ukuthengisa kwakhe okupheleleyo kweSchwinn, kwaye iWalmart iyakuthi kuphela ihlala ikhuthaza iibhayisekile ezongezelelekileyo kwindyikitya yokufa kunaleyo yayisenziwa ngoKrisimesi wokugqibela ngoDisemba.

 UZucchi uthi: "Sikhonza abantu ukusuka kwiitraki ukuya kwiitraki, ukusuka kwibhayisikile yabo yokuqala enamavili amathathu besengumntwana ukuya kwibhayisikile yabo yokugqibela, ibhayisekile enamavili amathathu." Asijonganga kumnini webhayisekile wendlela ephezulu, nangona kunjalo umntu ofuna ukwazi ngeebhayisikile, ofuna ukuba ngaphandle, afumane impilo kwaye azuze kwimvakalelo yokuhamba ngeebhayisikile, imvakalelo yenkululeko. ISchwinn ayithethi ngexabiso eliphantsi, nangona kunjalo ngexabiso nomgangatho ophezulu, ”ubonelela uZucchi, umnini webhayisekile othembekileyo ogcina iibhayisekile ezintandathu kwindawo yokugcina.

 Njengeenkampani ezininzi ngexesha lobhubhane, phantse abasebenzi abayi-100 basebenza kude. "Siphonononge ukurhweba kweenyanga ezili-12 emva koko ngethemba nge-Zoom," utshilo uZucchi ukusuka kwindawo awayehlala kuyo xa i-CNBC yathetha naye kwakhona, ekuqaleni kukaJuni. Ngaphandle yayiyiWalmart, eyayinyanzelisa kuvavanyo lomntu. "Besifuna umgaqo-siseko wenqwelomoya oya eBentonville," utshilo.

Nangona izicwangciso zeshishini ezilikhulu elinamashumi amabini anesihlanu ziye zacwangciswa ngokutsha, uSchwinn usebenzise imithombo yeendaba kwezentlalo ukwamkela abathengi ababuyele kwakhona ngebhayisikile ngexesha lentlekele. "Sinqwenela ukubagcina bebandakanyekile kwaye," utshilo uZucchi.

 Ngelixa imihla yokuphehlelelwa kweeklasikhi zakutshanje bezilibazisekile, i-brand entsha iSting-Ray ngoku ilapha kwiwebhusayithi yeSchwinn ($ 370) nakwiWalmart kunye noogxa bayo abahlukeneyo, uZucchi ukhankanyiwe. USchwinn ukongeze wafuna ukutyhala kwakhona ukukhutshwa kweCollegiant ekucingelwayo ukusuka ekuqaleni kukaJuni. Ukubetha okukhulu xa kuqaliswa okokuqala ngo-1954, le ndlela yensimbi ehlaziyiweyo-esekelwe ikakhulu kwi-mannequin ka-1965-iveliswa ngokukhathalela i-Detroit Bikes. Ngokulula i-500 iyakwenziwa ukuba ihlala ihlala ikho kuphela emgceni ngendlela ye-Walmart.com, ye- $ 998, kwezi veki zizayo.

 USchwinn utshintshe ixesha elithile lasehlotyeni esenza intengiso {yeedola} ukuya kwiinyanga ezili-12. "Akukho ngqiqweni ngokwenza inani lentengiso xa abantu bengenakuthenga izinto," utshilo uZucchi. "Oko kungasinceda kakhulu kwaye singaze sikhathaze abathengi."

 Ukuvuka kwakhona kwimidlalo yebhayisikile ngokupheleleyo kubuchwephetsha bukaSchwinn bokusebenzisa ifa labo. "Sinqwenela ukusebenzisa ilifa lethu ukusisa phambili kushishino," ucacisile. "Njengenye into yokwenza nje ukuphindaphinda kwe-Sting-Ray ngenxa ye-retro ipholile, masikhe siqwalasele ukuba iSting-Ray ingabonakala injani ngo-2030."

 Ayisiyo yokuba uSchwinn uthandabuza ukudlala ikhadi le-nostalgia. Iinyanga ezili-12 zokugqibela yenza intshisakalo enkulu kunye nokunikezelwa kwamaphepha-mvume amaninzi, ushicilelo olunqunyelweyo lwe-Sting-Ray kanye njengaleyo bakhwele kuyo abantwana kulandelelwano lweNetflix Imiba engaqhelekanga. "USchwinn wafumanisa indlela yabo kwakhona kubomi babantu abathanda iibhayisikile," utshilo uStrickland, owafumana iminwe kwenye. "Ndiyikhwele kwaye ndaziva ngathi bendineminyaka eyi-12," utshilo u-55-oneminyaka ubudala. "Oko kundicebisile ukuba iSchwinn ikhona, olo thando kunye nenzondelelo."