Ukuthengiswa kwamabhayisikili, uhlelo lokumaketha lweSchwinn

ISchwinn, imodeli yamabhayisikili eyaziwa kakhulu e-US futhi lapho nje umthengisi ophakeme kunabo bonke, ibisizolungiswa iminyaka eyikhulu namashumi amabili nanhlanu ngalezi zinyanga eziyi-12 ngomkhankaso wokumaketha wokukhangisa ofaka ukuhlukahluka kwemfashini kwezimfashini ezihlonishwayo ngoba Sting-Ray, Varsity, Collegiate kanye Paramount. Ngemuva kwalokho ubhadane lwe-coronavirus lushaye amabhuleki.

 Izindawo zomsebenzi waseMadison, e-Wisconsin-based firm zivaliwe ngoMashi 13, ngesikhathi esifanayo sonke isizwe sakho saqala ukuvala. Bese kuthi, ngokungazelelwe, izinkulungwane nezinkulungwane zabantu ababhajwe emakhaya baqala ukusebenzisa amabhayisikili, abaningi isikhathi sokuqala eminyakeni, noma isikhathi sokuqala. Ukuthengiswa okuphelele kwebhayisikili yabantu abadala kanye namabhayisekili wentsha kwanda, ngenhloso yokuthi indawo ngamabili-amasondo amabili angaphansi kwamadola ayi-1,000 XNUMX ayeswele njengamaphepha egumbi lokuphumula kanye nezihlanzisandla.

 Ngokuhambisana ne-ejensi yokuhlaziya imakethe i-NPD Group, ukuthengisa okuphelele kwebhayisikili kukhuphuke ngama-75% ngoMashi nango-Ephreli njengoba lezi zimfashini ezinobungani emindenini zathola ukugqoza. NgoJuni, ukuthengisa okuphelele kukhuphuke ngama-63% uma kuqhathaniswa nesikhathi esifanayo sokugcina sezinyanga eziyi-12, safinyelela kumaRandi ayizigidi ezingama-697, yize lelo bhomu lalibangelwa ukuthengiswa okuphezulu kwezimfashini ezisezingeni eliphakeme - uphawu, okwashiwo umhlaziyi we-NPD uDirk Sorensen, ukuthi abagibeli bamabhayisikili “ ngizimisele ngokwengeziwe ukufaka imali kulolo hambo olude. ”

 Abantu baphendukela ekuphenduleni ama-pedals ukuze ajabulise, empeleni, kepha futhi isitimela lapho ama-gyms abo nezitudiyo ze-yoga zivaliwe nemisebenzi yezemidlalo yentsha iya ku-hiatus. Ukuhamba ngebhayisikili kuphinde kwaguqula okwahlukahlukene okuvikelwe kwezokuthutha zomphakathi, wabona uJay Townley, owayenguhulumeni waseSchwinn futhi owasungula inkampani yakwaHuman Powered Options, okuyinhlangano yokubonisana ngamabhayisikili. "Ubhadane lwenze abantu bazi, futhi besaba ukuhamba kwabantu abaningi," esho. "Ibhayisikili liyimoto efanelekile yokuhamba eqeda umphakathi."

  Okungenzeka kunoma yiliphi elinye icala bekuyiphupho elidingekayo kuSchwinn oguqule iphupho lokunikeza. Abalingani bayo abathengisa ngobuningi ababevunyelwe ukuhlala bevulekile, kanye i-walmart futhi Target, baqaphele ukuthi izinto abazitholayo ziyancipha, njengoba neziteshi zalo ze-ecommerce zilingana Amazon futhi Izimpahla Zemidlalo kaDick, ohlanganyele ukhiye izitolo zabo ebezivaliwe.

Kepha, ngenxa yesakhiwo ngasinye esenziwa eChina - indawo okwenziwa kuyo okuthengiswayo nguSchwinn nesabelo sebhubesi sawo wonke amabhayisikili nezinto zakhona namuhla - bekungasebenzi cishe amasonto ayisithupha kusukela ngoFebhuwari ngenxa yobhadane, ipayipi lomisiwe phezulu. Ngakho-ke njengokuthweswa iziqu, imishado namaholide, ibha enkulu yosuku lokuzalwa lukaSchwinn kwakudingeka ibekelwe ukunakekelwa.

Okwamanje, abakhiqizi bezilimi zaseChinese baphinde baxakeka futhi amabhulukwe asezikhungweni zempahla eziqinisekisiwe zaseMelika. Kodwa-ke ngoba i-US ivula ngokuqinile futhi abantu babuyela emsebenzini nasebukhosini - okusho ukuthi ukushayela izimoto nokuthatha izinto zokuhamba zomphakathi - ingabe isikebhe esisebhayisekili esisetshenziselwa ukuthuthuka sibe isibani sefashini eceleni kokubuka Inkosi yeTiger kanye nokubhaka isinkwa esosiwe? ISchwinn empeleni ayethembi, futhi inkampani ibukeza inqubo yayo yokukhangisa ngenhloso yokugcina iMelika ihamba ngezinyawo.

 “Siphinde sathola izinqa emabhayisikili futhi sifisa ukuqhubeka nokwenza lokho,” kusho uNando Zucchi, umongameli wePacific Cycle, uphiko lweDorel Industries ezinze eMontreal, ephethe iSchwinn kanye nabanye abakhiqizi bamabhayisikili abahlukahlukene. Imali engenayo yekota yesibili kaDorel ibikhuphuke ngo-8.1% kusukela esikhathini esifanayo ezinyangeni eziyi-12 ezedlule, kuya ku- $ 724 million kusuka ku- $ 670 million. Imali engenayo engxenyeni eyinhloko yalezi zinyanga eziyi-12 ibiyisicaba ku- $ 1.3 billion. Inkampani ayibaleki izinombolo zikaSchwinn nezinto zayo ezihlukile.

"USchwinn ube nguNombolo 1 kuzona zonke izinhlolovo zemodeli engizibone ziphinde zenzeka eminyakeni engama-40," kusho uRay Keener, umlwi webhizinisi futhi ongumhleli ku Umthengisi wamabhayisikili. “Ngenkathi amabhayisikili abo ehla ngekhwalithi ephezulu futhi ebiza kakhulu kunangemuva kokuba bebekhuthaza ngezindawo zamabhayisikili [esikhathini sabo sangaphambilini], imfashini yokudayisa ngobuningi kaSchwinn inyuke kancane ngokuhamba kwesikhathi. Ngakho-ke uma abathengi bedinga amabhayisikili ngemali engaphansi kwama- $ 300 noma ngaphezulu, isidingo sikhona. ”

USchwinn usephinde wakhipha ukukhishwa kwamafashini wokukhumbula iminyaka eyedlule ngoba iSting-Ray neVarsity, yaqinisa ukuthengiswa kwendalo yonke ngohlelo olusha oluqondile kuya kwabathengi, yabeka ukugcizelelwa okuphezulu emizini, abagibeli abasha nabagibeli futhi yandisa umugqa wamabhayisekili kagesi. kanye nama-scooters.

 Yize bekhokha imali, uSchwinn usungule “enye yezindlela eziningi ezibanzi nezinhle kakhulu zama-e-bikes kunoma iyiphi inkampani,” kusho uKeener. Ukujula kwayo emigwaqeni nasezintabeni e-bikes kunxenxa abagibeli abafisa ukuhambisa indlela yakudala yesitayela, noma kunjalo thola ilifti lapho ukuhamba kuzoba namandla, njengokwenyuka kwamagquma, nezimoto ezincane ezakhelwe ngaphakathi.

 Ama-E-bikes ngokwengeziwe avumela abagibeli bamabhayisikili asebekhulile isikhathi eside kodwa abakhulayo, abanemilenze engafani neze nenhloli, ukuthi bahlale ngaphakathi kwesihlalo futhi bazondle ngezingane kumavili amabili ajwayelekile. Ama-E-scooter angukudla okugcwele emigwaqweni yamadolobha amakhulu kanye nasemakhampasi obuhlakani, kanti iSchwinn ibhenka ukuthola ukuhlonishwa ukuze isize imfashini yayo yeTone ivelele emakethe egcwele abantu.

 Ngaphambi nje kokuba ubhadane luphakamise izinhlelo zalo zangempela, uSchwinn wayebhekene nomqansa wokubuyisa ukuqashelwa kwemodeli, okwafika phakathi nekhulu lama-XNUMX, futhi wancintisana emakethe yamanje ehlukanisiwe. "Sibheka ukuthi yini esizoyenza ukusebenzisa amafa ethu amakhulu ekugibeleni ibhayisikili," kusho uZucchi ngesikhathi i-CNBC iqala ukukhuluma naye maphakathi noFebhuwari, i-pre-coronavirus. "Akukona nje ukuthi siphelelwe yisikhathi, kodwa-ke kusha futhi kuhlobene."

 Le nkampani yayizinze eChicago ngo-1895 ngabafuduki baseJalimane, u-Ignaz Schwinn no-Adolph Arnold, phakathi nezinsuku zesizwe zesithuthuthu ezazisebenzisa futhi zakha. Ngisho nangemva kokuba imoto iphenduke inkosi yemigwaqo futhi inciphisa ibhizinisi lamabhayisikili, uSchwinn wachuma ngokuthenga izimbangi ezazidonsa kanzima, waklama imfashini yezinguquko futhi wakha umphakathi onamandla wokuthengisa omningi phakathi kwezitolo zamabhayisikili ezinelungelo elingakhethi kanye nabathengisi abaningi abalingana Sears kanye neMontgomery Ward.

 Izindlalifa zika-Ignaz Schwinn zigcine ukubusa kwezimakethe ezinkampanini zaba ngamashumi ayisithupha kanye nakuma-70s, nokwethula ukulandelana kwezimfashini ezithengiswa kakhulu, kepha-ke azange ziqhubeke nobuchwepheshe bokwenza izinto kanye nezici zokuhamba ngebhayisikili, ikakhulukazi amabhayisikili omjaho wasemgwaqweni namabhayisikili asezintabeni. Ekhaya, abenzi bamabhayisikili baseYurophu nabase-Asia basebenzise imali futhi bamdlula uSchwinn, kwaze kwaba yilapho inkampani eyake yavelela ifaka isahluko ngo-1992 futhi yatholwa yiqembu elixhasa ngezimali, eliholwa ngumphangi wenkampani owayedume kabi USam Zell, izinyanga eziyishumi nambili ezizayo zamaRandi ayizigidi ezingama-12

“Ezingeni elilodwa, uSchwinn cishe wayeqonde ukuhamba ngebhayisikili,” kusho u-Invoice Strickland, owayengumhleli omkhulu Ibhayisikili futhi njengamanje umgibeli omkhulu wephephabhuku. "Kodwa-ke abaphathi abathandabuzekayo abakubonanga ukuthi kwenzekani futhi bathuthuka kancane kancane. Izinkampani ezinjengoSpecialised, Trek noCannondale zithathe isabelo semakethe, kwathi ngephuzu uSchwinn waphendula ngawo-90s, kwase kwephuze kakhulu. ”

AbakwaSchwinn bahlala isikhathi esingaba yishumi leminyaka, ikakhulukazi ngokuhamba ngamabhayisekili asezintabeni, kepha abakwazanga ukuqhubeka nabancintisana abakhula. Le nkampani yathengwa kwesinye isahluko ukudayiswa komphakathi ngamadola ayizigidi ezingama- $ 86 ngo-2001 yiPacific Cycle, okwathi ngo-flip kwathengwa amaRandi ayizigidi ezingama-310 nguDorel ngo-2004. IPacific isebenzisa iMongoose nolayini wayo obhekwe kahle wezintaba namabhayisikili e-BMX, kanti iDorel iphatha amamaki aseCannondale, eGT, eCost naseCaloi aphezulu.

 Ibhizinisi lamabhayisikili laseMelika - elibike ukuthengiswa okuphelele kokuthengiswa kwamaRandi ayizigidi eziyizinkulungwane ezingama-3.3 ngo-2019, lenyuka ngo-1% kusukela ezinyangeni eziyi-12 ezedlule, ngokuya nge-NPD - liyisikhwama esihlanganisiwe. Kukhona nenqwaba yabakhi bezinga eliphansi lamabhayisikili enziwe ngezandla, ahlanganiswe noMosaic, uDean, Co-Movement kanye neWaterford / Gunnar, (ephethwe nguRichard Schwinn, umzukulu omuhle ka-Ignaz,) okhuthaza imfashini engaphezulu kwama- $ 20,000.

 Imakethe ihlukaniswe ngokubanzi ngezigaba zebhayisikili, ezentaba nezama-hybrid, nezigaba ezingaphansi kuzo zonke. Amabhayisikili kaGravel, enzelwe ukusetshenziswa emgwaqeni nasemgwaqeni, ajwayelekile manje. Isigaba esikhula ngokushesha kakhulu ngama-e-bikes yize akhombisa okuncane okuyingxenye yemakethe. Indawo ehlobene ne-coronavirus ikhuphule isidingo samabhayisekili amakhulu / abalekayo. Abakhiqizi abaningi futhi banikezela ngenqwaba yezingubo zebhayisikili nemishini.

 Imvamisa osomabhizinisi bafuna imigomo engahlelekile, abagibeli bezokungcebeleka nabathandi be-hardcore. Izici ezibalulekile ziba banzi, zisuka ngaphansi kwe- $ 100 zebhayisikili labasha laseSchwinn kumthengisi webhokisi elikhulu liye ku- $ 12,500 yebhayisikili lomgwaqo iTrek ngomzimba wekhabhoni, ukuguquguquka kwedijithali namabhuleki ediski esitolo esikhethekile sebhayisikili. Ukuthengiswa okuphelele kwe-Ecommerce kuyakhula phakathi kwe-Amazon, izitolo ezimbalwa zamabhayisikili ezi-inthanethi kuphela kanye nabathengisi abaningi, ngaphezu kokuthengisela abathengi (D2C) abathengisa ngentengo yonkana ngabakhiqizi abahlukahlukene abakhulayo.

 ISchwinn inamabhayisikili ekilasini ngalinye - abesilisa, izintokazi nentsha - futhi ibathengisa ngezitolo zabathengisi abaningi nezitolo zodaka neziteshi eziku-inthanethi, kanye ne-D2C eyodwa. Amanani aphansi ngentengo ephansi, iningi elingaphansi kwama- $ 1,000, yize i-mannequin ephezulu kuhlu lwayo lwe-e-bike ihamba ngama- $ 4,000. UDick wenqabile ukuthinta ukuthengiswa kwayo okuphelele kweSchwinn, kanti iWalmart izosho kuphela ukuthi imvamisa ithuthukisa amabhayisikili athe xaxa kubhadane kunalokho eyakwenza ngoDisemba wokugcina kaKhisimusi.

 UZucchi uthi, “Sikhonza abantu kusuka kumathrekhi kuya kumathrekhi, kusukela ebhayisikili labo lokuqala eliseyingane kuya ebhayisikili labo lokugcina, ibhayisikili elinamasondo amathathu. Asigxili kumnikazi webhayisikili wasemgwaqweni osezingeni eliphezulu, kepha umuntu othanda ukwazi ngebhayisikili, odinga ukuba yingaphandle, uthola impilo futhi azuze ekuzweleni ngebhayisikili, lowo muzwa wenkululeko. ISchwinn ayibizi ngentengo ephansi, kodwa ibiza futhi ikhwalithi ephezulu, ”kuhlinzeka uZucchi, umnikazi webhayisikili oqotho ogcina amabhayisikili ayisithupha endaweni yakhe yokugcina.

 Njengezinkampani eziningi phakathi nobhadane, abasebenzi bakaSchwinn abacishe babe yikhulu bebesebenza kude. "Sibuyekeze ukuthengwa kwezinyanga eziyi-100 okwalandela ngamathemba nge-Zoom," kusho uZucchi esekhaya lakhe ngesikhathi i-CNBC iphinda ikhuluma naye, ekuqaleni kukaJuni. Okuhlukile bekuyiWalmart, ebiphikelela ekuhlolweni komuntu uqobo. "Besidinga ukwenza umthethosisekelo ngendiza eya eBentonville," esho.

Yize izinhlelo zenkampani zokugubha iminyaka eyikhulu namashumi amabili nanhlanu sezihlehlisiwe, uSchwinn ubelokhu esebenzisa imithombo yezokuxhumana ukwamukela abathengi ababuyele ngebhayisikili phakathi nenhlekelele. "Sifisa ukubabophela futhi," kusho uZucchi.

 Ngenkathi izinsuku zokwethulwa kwamakilasi asezingeni eliphezulu sezibambezelekile, iSting-Ray entsha manje isivele ikhona kuwebhusayithi kaSchwinn ($ 370) naseWalmart nakubalingani bayo abahlukahlukene bezentengiselwano, uZucchi ubalulile. USchwinn uphinde wadingida ukuphinda akhiphe ukukhishwa kweCollegiant ecatshangelwe kusukela ekuqaleni kwayo ngamabomu ngoJuni. Ukushaywa okukhulu lapho kwethulwa okokuqala ngo-1954, le roadster evuselelwe yensimbi yonke - esekwe kakhulu emgqeni wango-1965 - ikhiqizwa ngendlela eyingqayizivele yokunakekela amaDetroit Bikes. Mane nje kuzokwenziwa ama-500 lapho evame ukuba lapho kuphela kulayini ngendlela ye-Walmart.com, ngo- $ 998, emasontweni azayo.

 USchwinn ushintshe isizini ethile yasehlobo ekhangisa ngamadola ka- {dollar} kwezinyanga eziyishumi nambili. "Akunangqondo ukwenza ukukhangisa okuningi lapho abantu bengakwazi ukuthenga okuthengiswayo," kusho uZucchi. "Lokho kungasizakala kakhulu futhi kungalokothi kuphazamise abathengi."

 Ukuvuka kabusha emidlalweni yamabhayisikili ngokuphelele kusu lukaSchwinn lokusebenzisa ifa lakhe eligciniwe. “Sifisa ukusebenzisa amagugu ethu ukusibeka phambili ebhizinisini,” kuchaza yena. "Njengenye indlela yokwenza umugqa kabusha we-Sting-Ray ngenxa ye-retro ipholile, ake sicabange ukuthi iSting-Ray ibizobukeka iyini ngonyaka ka-2030."

 Hhayi ukuthi uSchwinn unqena ukudlala ikhadi le-nostalgia. Izinyanga eziyi-12 zokugcina yenze omkhulu umsindo ngokunikezwa kwayo okuningi kwamalayisense, i-Sting-Ray ene-limited-edition efana naleyo izingane ezihambe ngayo ngokulandelana kwe-Netflix Izinkinga Eziyinqaba. “USchwinn waphinde wayithola indlela yabo ezimpilweni zabantu abathanda amabhayisikili,” kusho uStrickland, owathola iminwe yakhe kwelinye. "Ngangiyigibela futhi ngazizwa sengathi ngangineminyaka engu-12 ubudala," kusho lo mfana oneminyaka engama-55. "Lokho kwangeluleka ukuthi isici seSchwinn sikhona, lolo thando nentshiseko."