China's commuters trade traffic for two-wheelers

Booming business

The new policies are appearing in response to a growing lifestyle trend and the business opportunities it affords. According to an industry report released by the General Administration of Sport of China in October 2025, the number of cyclists nationwide had surpassed 130 million by the end of August, while the total output value of China's bicycle industry had exceeded 300 billion yuan.

Guan Fumin, a cyclist and a bicycle business operator in Jining, Shandong province, is part of the booming industry. Her story with bicycles began in 2022 when she wanted an outdoor activity. "I knew nothing about bikes at that time," she said. Despite planning to spend around 4,000 yuan, she ended up walking out of the shop with a bike priced at 18,000 yuan.

"In 2021 and 2022, very few women were riding," Guan said. She quickly stood out for her style. People often asked her where she bought her cycling clothes and gear. That curiosity sparked an idea.

"I started to feel that I really liked the industry," she said. She and a friend opened a small shop selling bikes in her hometown Jining in 2024.

The trial worked. Guan found that her experience as a rider gave her an advantage in understanding what customers wanted. She began posting short videos and photos of her rides on the social media platform Douyin, where her popularity grew. She began to be recognized for the gear she wore after races and group rides.

A second shop followed in 2025, focusing on high-end bicycles, cycling apparel, and accessories. Her business model combines a physical store as the anchor with online content to bring in more customers.

The strategy has worked. In the first few months of this year, her second shop averaged more than 200,000 yuan in monthly sales.

Guan emphasizes what she calls "emotional benefit". "Customers want more than just a bicycle; they want to go out and ride together, to join in activities," she said.

For Guan, a hobby can double as a lifestyle and a business. "If you do what everyone else can do, it means nothing. Do what others can't. Think what others don't. That's how customers will pay for what you offer."