The Phoenix rises

A classic Phoenix bike. Photo provided to Shanghai star

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Forty years ago, a bicycle was considered a luxury item, bought only when there was a momentous occasion in the family, like marriage. One of the most popular choices was the Phoenix. Wang Ying puts one through its paces.

In 1987, a Phoenix bicycle cost about 250 yuan ($40.4), the equivalent of eight months wages for an average worker.

"People in those days had no concept about luxury goods. A bicycle was considered a luxury because it was bought specifically for marriage, and only wealthier families could afford it," says Wang Zhaoyang, president of the Phoenix Group.

The name "phoenix" was also auspicious and referred to the pair of legendary birds that ushered in a married couple's shared destiny.

The history of the bicycle brand can be traced back to 1897, when the first made-in-China auto brand, Tongchang, was launched. After World War I, Tongchang started its exclusive dealerships of bicycles, motorcycles, cars as well as tires made in the United States, Germany, Britain and other countries.

In the beginning

In 1956, Tongchang was nationalized and merged with the Third Shanghai Bicycle Factory. At that time, the factory was producing a brand of bicycles called Shengchan, but although demand was rising, this brand still lagged behind more well-known bicycles in market recognition.

The factory decided to create a new trademark.

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