Ressurgimento do mercado das bicicletas: A Merida lidera com o Programa de Fornecedores e a unidade E-Bike

July 2025 – As signs of recovery emerge across the global bicycle industry, Merida Industry Co., Ltd. has reaffirmed its market leadership with a strategic focus on premium e-bikes, supply chain resilience, and agile global operations. Backed by improved financial performance and proactive capacity expansion, the company enters the second half of 2025 with renewed momentum.

Solid Financial Footing in H1 2025

Merida’s financial results for the first half of 2025 indicate modest but stabilizing growth, despite ongoing global market fluctuations.

• Revenue: Consolidated revenue for January to June 2025 reached NT$12.06 billion (approx. US$410 million), a 0.9% year-on-year increase.
• Profitability: In Q1 alone, operating income climbed to NT$603 million, with net income totaling NT$418.5 million, slightly ahead of last year’s performance.

However, the company continues to manage headwinds from prior inventory disruptions. A write-down of NT$105 million (~US$3.3 million) was recorded in late 2024, tied to its investment in Specialized. This reflects broader pricing pressure as the industry adjusts to post-pandemic inventory normalization.

Scaling Up: E‑Bike Production and Supply Chain Resilience

With demand for e-bikes remaining robust—particularly in Europe—Merida is accelerating its capacity investment across key facilities:

• Taiwan: The company’s Taiwan operations have integrated traditional and electric bike production to optimize resources and increase throughput.
• Germany: Final assembly is being handled locally at Merida’s European plant, reducing lead times and improving service to core EU markets.

These moves reflect the global trajectory of the e-bike segment, which reached a value of US$61.9 billion in 2024 and is forecasted to exceed US$113 billion by 2030 (CAGR 10.3%).

To support this growth, Merida has expanded its internal supplier resilience program from 5 to 9 strategic partners in 2025. Backed by Taiwan’s Ministry of Economic Affairs and the CSD, the program is designed to strengthen vertical integration, speed up innovation cycles, and build long-term manufacturing agility.

“Our goal is to create a future-ready A+TEAM that not only adapts to change but drives it,” Merida stated, referencing the program’s focus on digitalization, collaboration, and cross-supplier talent development.

Navigating Regional Market Realities

Merida’s adaptability has been crucial in responding to sharply contrasting regional dynamics.

🇨🇳 China

Sales of traditional road bikes in China have declined significantly. Merida is addressing this trend with strict inventory control and marketing strategy realignment.

🇺🇸 United States

Despite a 10% import tariff on bicycles, Merida reports that U.S. retail partners have absorbed the cost through pricing adjustments, preserving Merida’s margins. Demand for new models remains stable, supported by continued inventory clearing.

🇪🇺 Europe

Europe, particularly Germany, continues to drive Merida’s e-bike growth. Germany sold over 2.1 million e-bikes in 2023 alone. Merida’s localized assembly in Germany ensures faster delivery and logistical advantages in a highly competitive region.

Export Strategy

To avoid tariffs on China-origin bicycles, Merida has shifted the majority of its global export production to its Taiwan facilities, securing both cost and compliance advantages.

Competitive Landscape: Premium Performance vs. Rivals

Both Merida and Giant have faced a ~30% decline in exports during 2024. Merida’s strategic focus on high-end products and brand investments, however, have helped mitigate broader industry impacts.

Despite a drop in volume, average e-bike export prices rose to US$1,847.56 in 2024, a 4.6% YoY increase, pointing to rising consumer demand for high-specification products.

Product Comparison: Merida eONE‑SIXTY vs. Giant Reign E+

While Giant focuses on volume, Merida’s models emphasize ride quality, suspension tuning, and motor output. Riders particularly note the more aggressive power and refined trail handling of Merida’s eONE-SIXTY.

Looking Ahead: H2 2025 and Beyond

Merida maintains a confident outlook for the second half of 2025:

• Seasonal Strength: June marked the start of e-bike shipment peaks, which are expected to drive stronger H2 revenue.
• Strategic Resilience: The expanded supplier program ensures production stability amid ongoing geopolitical and trade tensions.
• Premium Focus: Higher average selling prices and strong specifications support margin resilience.
• Market Diversification: With improved conditions in Europe and North America, and reduced dependence on road bikes in China, Merida is positioned to capitalize on global demand recovery.

Conclusion: Merida’s Multi-Layered Growth Strategy

Merida’s dual-pronged approach—scaling e-bike production while deepening supplier collaboration—demonstrates strategic foresight and operational discipline. Even as the company navigates inflation, shifting regulations, and regional market realignments, its emphasis on quality, innovation, and global agility continues to set it apart.

As the global cycling industry rebounds, Merida appears not just ready—but poised—to lead.

Lista de referências

1. Bike Europe. (2025, June). Merida expands e-bike production to meet increasing demand. Recuperado de https://www.bike-eu.com/50244
2. Bicycle Retailer & Industry News. (2025, May 14). Merida and Ideal report Q1 sales figures. Recuperado de https://www.bicycleretailer.com/international/2025/05/14/merida-and-ideal-report-q1-sales-figures
3. Show Daily. (2025, March). Massive write-downs at Merida and Giant. Recuperado de https://www.showdaily.net/2025/03/massive-write-downs-at-merida-and-giant
4. Bike News Online. (2025). Merida supplier resilience program update: More suppliers join A+TEAM initiative. Recuperado de https://www.bikenews.online/index.php?blog_article_id=749
5. EBIKE-MTB Magazine. (2019). Behind the scenes: How Merida builds its bikes. Recuperado de https://ebike-mtb.com/en/behind-the-scenes-merida-bikes
6. Grand View Research. (2024). E-bike Market Size, Share & Trends Analysis Report By Product, By Drive Mechanism, By Battery Type, By Region, And Segment Forecasts, 2024–2030. Recuperado de https://www.grandviewresearch.com
7. Mordor Intelligence. (2025). Germany E-Bike Market – Growth, Trends, and Forecasts (2025 – 2030). Recuperado de https://www.mordorintelligence.com
8. Market Prospects Taiwan. (2025). Taiwan’s E-bike Export Surge: Key Markets and Trends. Recuperado de https://www.market-prospects.com/articles/taiwan-s-e-bike-export-surge-key-markets-and-trends-driving-growth
9. 99Spokes. (2025). Merida eONE-SIXTY 875 vs. Giant Reign E+ 2 – Full Comparison. Recuperado de https://99spokes.com/en/compare
10. Flow Mountain Bike. (2024). Giant Reign E+ Review: A Look at the 2024 Line-up. Recuperado de https://flowmountainbike.com/post-all/new-gear-bikes/2022-giant-reign-e-mtb
11. EMTB Forums. (2025). User Discussion: Merida vs. Giant for Trail Use. Recuperado de https://www.emtbforums.com/threads/aussie-deciding-which-ebike-to-upgrade-to.42251
12. ResearchGate. (2020). How Do Partners Benefit from IT Use in Supply-Chain Management? An Empirical Study of Taiwan’s Bicycle Industry. Recuperado de https://www.researchgate.net/publication/340486636

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