For now, this type of sale will be developed only in America and the United Kingdom, but it is conceivable that it will soon be extended to other countries, including ours. The theme is not new, the positions are often different, but let's try to make a general reflection.
WILL IT BE THE MODEL OF THE FUTURE?
It is difficult to predict whether this way of selling will become the reference model, with Canyon's claim I would have bet that many other brands would have followed their structure several years ago; on the other hand, the other major players have tended to keep the supply chain unchanged. This is probably because direct selling has a very different set of logistics dynamics compared to the model we know. Let's just think about the fact that a premium brand has a network of importers who deal with sales in different states, while with the direct one everything must be managed from a single location. But the model of promotion and marketing is also changing; in fact, now a brand like Specialized can count on national importers and on the network of retailers for widespread promotion within a territory, while reducing their influence everything would depend on supranational structures. Two elements that already suggest that for giants like those we know, a radical change of policy is not easy.
WHO EARN US AND WHO NOT
We can make a hypothetical speech regarding Italy, but I think that each nation will have different dynamics.
The concept of gain and loss in this case is quite subjective, but personally I think that the shopkeepers will not be the weak link in this chain, for the simple fact that the bike will still have to undergo routine maintenance and that there will always be a slice. of enthusiasts who will turn to them for advice. I think that the model of shop we know could change, the cyclist will have to be more and more a good mechanic, capable of making all kinds of adjustments and with specific skills on tuning and a broad knowledge of the after market components, since it will be from that situation. that he will be able to reap his profit. In the scenario of the strong development of e-commerce, single-brand importers will suffer the most significant damage, since in the case of direct sales their role will become marginal. The radical change will probably also bring difficulties to all mid-level athletes or local testimonials, who are now directly or indirectly supported by the local dealer or importer and who could find difficulties in a broad dynamic. We must think that now part of the marketing is supported by them, both nationally and locally. Even for us in the media there could be changes if the network of importers were to be resized, because contact with the parent company is not always simple and immediate.
The end user in this situation could be in a neutral situation. Looking at Canyon and their price lists, I would say that such a move could bring advantages, but the absence of direct contact with the store, which is often also the one that collects second-hand items, will risk slowing down sales. because first they will have to place the used one and then take the new one.
As we can see, any transition from traditional sales involves a series of changes that must be taken into consideration. Because it's not just about moving the sale from a physical to a virtual place. The balances that allow the supply chain to function are complex and often moving a piece could collapse the whole castle.
In the future we will be able to monitor the situation by continuing to investigate the issue.
