Analysis of "tokyobike" Marketing Strategy
It seems that something called tokyobike is currently trending in the bicycle industry.
Hearing that, the moment I looked at their website, I muttered "I see" in admiration, so I would like to write down the reasons here.
To put it simply, tokyobike is a bicycle brand.
You can design various parts to your liking and create a bicycle that is uniquely yours.
That is the product specification.
However, as far as I've heard so far, it just sounds like a bicycle brand that boasts customization, so where is the secret to its popularity?
Behind the design?
When building a brand, you don't start with the product! Instead, you first identify your "available resources" and the "market structure."
By combining these, you can find the answer to the question, "Where can we fight to win decisively?"
Market Structure
The bicycle market is quite large.
Even now, it is crowded with countless bicycle brands that no one knows about.
Among them, what kind of "bicycles" are gaining popularity?
In the bicycle market, "competitive functionality," "good looks," and "comfort" have formed the "personality" of bicycles.
The segment that pursues fast, high-performance bicycles
The segment that pursues good looks
The segment that pursues ease of use above all else
Among these, where is it easiest to enter as a newcomer?
It is the segment that pursues "good looks."
"Competitive functionality" and "comfort" are difficult to win in.
The "competitive functionality market," which requires significant capital investment and sparing no expense on materials to relentlessly pursue "fast bicycles"
The "comfort market," which requires pouring enormous effort and money into expensive materials, wholesale distribution to get noticed, and advertising
However, regarding the segment that pursues "good aesthetics",
what one considers good is a personal matter,
and there are as many versions of "cool" as there are people.
Furthermore, while there are many who find "competitive bicycles" cool,
among them,there was a segment that felt, "But it doesn't fit my 'emotional' lifestyle" or "I'm not looking for high speed in my daily life."
However, most companies in the market were unable to fully address that.
They poured all their resources into that.
"We've created a bicycle brand just for you."
tokyobike's resources
As the name suggests, tokyobike is a Tokyo-based company.
They had the technology to build competitive bicycles of a minimum quality standard.
And, just like their customers,they possessed the values and design sense of desiring an "emotional lifestyle."
I don't want to write at too much length, so to put it briefly, for tokyobike, "being in Tokyo" itself was one of their resources.
"If you're riding in the mountains, a mountain bike. If you're riding in Tokyo, a tokyobike."
And a relatively high price point.
"We don't need customers who aren't committed to'emotionality'"
—a stance like that of a popular man.
They tapped into a massive market that no one else knew about.
※This is just my own personal analysis. Hehe.
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