Big names in the Migros Bike World bike store: Why is Flyer at the start?
Around 450 bikes, store sizes of over 1000 square meters, professional advice and a workshop: Migros is entering the Swiss bike market with performance data like this when it comes to selling high-quality bikes. The first three stores will open in Volketswil, Muri near Bern and Winterthur in 2017, with more locations to follow in the coming years. Well-known manufacturers are on board with the new Bike World store format, including Flyer. Flyer Sales Manager Christian Müller explains why the Bernese e-bike pioneer decided to take part in Bike World.
Radio Energy and Radio SRF have discussed Migros' expansion into the bike trade. Peter Sommer, President of the Swiss bicycle trade, pointed out that these Migros stores are taking away sales and unit numbers from smaller businesses. What is your view on this? Basically, the bicycle market in Switzerland is developing positively and further growth is expected, especially for e-bikes. The e-bike has a future and we see Migros' entry into this market with Bike World as positive against this backdrop. For us as a Swiss manufacturer, it is important to work with new partners who are emerging in the changing retail landscape. Flyer will continue to work with good and progressive stationary retailers who not only adapt to the new consumer behavior, but also set trends and make their mark. The rules of the game are the same for all retail partners: Those who order early get the best price and have security. The volume scales are transparent for all our retailers.Sommer goes on to say: "The smaller businesses can no longer reorder, as Migros has already bought everything together". What's your view on this?Even retailers with larger quantities have to pre-order in good time in order to secure the models they want. The principle of 'first comes first serves' applies to repeat orders, and larger retailers are not given preference here either.
Sommer also fears that specialist retailers could lose a massive amount of market share as a result of Migros' market entry, and he sees a bleak future for many businesses. Do you share this assessment?
Specialist retailers need to position themselves even more professionally in order to keep up with the overall market. This is because customer needs are changing, new ways and opportunities are emerging to attract and retain customers - digitalization is just one example. Retailers must actively adapt to this. We are convinced that every retailer who positions themselves clearly and provides professional customer service and advice has a good chance, especially in the still rapidly growing e-bike market. A market that is growing at double-digit rates and offers all market participants a real and good opportunity. It will only become more difficult when the market no longer grows as strongly as it does today.
About prices: What are the sales prices in the Migros Shop Bike World? Are the prices the same as for specialist retailers - or do different rules apply for this big player?
Our end customer prices are recommendations, each retailer ultimately sets the price themselves and decides on discounts.
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