ASIA-PACIFIC – CHINA, JUNE 25, 2013 – California-based Specialized Bicycle Components has appointed Bite to help expand the brand in one of the world’s highest potential markets.
The sport of cycling in China is growing fast as more consumers discover the joy of riding for both exercise and competition. Bite will consult with Specialized on market development and provide integrated public relations and digital marketing services, with a focus on expanding the appeal of cycling and the brand beyond its existing loyal community of committed bike enthusiasts.
Specialized has been selling its premium mountain and road bikes in China since 2007. It currently has more than 60 stores across the country and has ambitious growth plans.
“The market in China is reaching the point where cycling can become a significant lifestyle choice for a certain group of consumers,” said Chris Matthews, director of international marketing at Specialized. “Bite has a combination of integrated marketing capabilities, local market knowledge, and an enthusiasm for our brand that we’ve not seen in an agency before."
The marketing communications program in China will build on Specialized’s proven brand assets, including its focus on rider-centric innovation and support for the sport from the grassroots to the highest levels of professional competition.
“The ‘I am Specialized’ promise has become synonymous with a commitment for innovation in cycling and passion for the sport in the rest of the world, and it is China’s turn next,” said Paul Mottram, executive vice president at Bite Asia Pacific. “Specialized knows cycling like few other brands. It’s incredibly motivating to work with a company that’s so aligned in its vision and goals for the China market, from the CEO down to the staff at the stores throughout China.”
Bite’s work for Specialized is being led from its Shanghai office, with support from Bite teams in Beijing and Hong Kong.
