I spent last week at China Cycle ‘26 in Shanghai - an event that, much like Taipei Cycle balances industry sourcing with a consumer spectacle. The scale is staggering: 11 halls, over 2,000 booths, and enough walking to tire even the most seasoned show-goer. Yet not a pretzel in sight.

While I could write a book on my takeaways, the headline is clear: the ‘Made in China’ stigma is dying. Amidst the usual ‘weird widgets’, I found a surge of high-end tech. Domestic brands like Java, Seka, evolve, and Overspeed now stand shoulder-to-shoulder with established brands inc. Factor, Colnago, and Giant-at least in terms of credibility at their intended price point.

The gap between brands from the East and those born in the West is closing. Former OEM suppliers continue to leverage their manufacturing expertise to launch quality ‘house brands’ that level with lots of established western brands, and that was on display in abundance.

As I boarded my flight home, I found myself wondering: will this influx of competition spark a new wave of industry wide innovation, stimulating consumer demand for new products across the board? Potentially. Whatever happens, there's no doubt marketing will become even more important with more brands and business vying for the attention of riders. Think smart, box clever…

James Dando, Business Director at SHIFT Active Media