BikeBiz Bicycle and cycling retail news
After a year of successful collaboration, 3T has announced a new phase of strategic synergy with its commercial partner Bike+Work, a well-established company based in Tianjin and part of the Golden Wheel Group.
The common goal is to strengthen 3T’s presence in the Asian market, with a focus on China and the development of localised products and initiatives.
Flagship stores and extensive distribution
At the heart of the partnership is a modern vision of cycling, embodied by the “Bike+Work” flagship stores. These stores combine the international cycle café concept with showroom experiences to create an immersive space for cycling enthusiasts.
They are already present in cities such as Tianjin, Chengdu, Beijing and Shanghai, showcasing the heritage of the brands they represent. The ambitious expansion plan includes further openings in the coming months, as well as an extensive network of retailers supported by Bike+Work and Golden Wheel across China.
Exclusive products for the Chinese market
3T’s participation in the Taipei Cycle Show (26-29 March) marks an important milestone in the collaboration with Bike+Work. The show will serve as a platform to unveil products developed specifically for the Chinese market, the result of joint efforts between the two teams.
“This range is designed to meet local tastes and needs, while maintaining 3T’s commitment to high-end components, frames and complete bikes. We continue to be a global reference in the industry while embracing new opportunities,” explains Andrea Bortolin, product manager at 3T.
Bortolin continues: “In Taipei, we will introduce a range of high-profile carbon wheels with a narrower rim channel than those sold worldwide. Cycling enthusiasts will also discover two highly aerodynamic integrated cockpits, a configurable 1x or 2x carbon crankset and special colours for the Strada frames”
Tour with Paolo Bettini and presence at China Cycle
Following the Taipei Cycle Show, the partnership will be extended with further initiatives in China. Between the end of April and the beginning of May, Paolo Bettini, Olympic champion and three-time world road champion, will embark on a promotional tour of the country.
Starting in Tianjin – the headquarters of the Golden Wheel Group – the tour will stop in Beijing and Shanghai, where 3T and Golden Wheel will once again work together at China Cycle.
“This will be an extraordinary opportunity to showcase the identity of 3T and the spirit of Italian cycling through the experience of a champion like Paolo Bettini,” says Carlo Donadoni, marketing manager at 3T. “It’s a chance to strengthen the connection between the Bergamo-based brand and the Chinese public, who already have a great appreciation for premium Italian brands.”
Made in Italy and cycling culture
The Chinese market’s strong interest in the excellence of Made in Italy offers 3T countless opportunities to position itself among the most sought-after premium brands in the sector.
“We are proud to be part of a culture admired by the Asian public, but our goal is also to set new trends, as we have done in other markets where we have been pioneers,” says 3T CEO Edi Jareci, who personally initiated the partnership with Bike+Work.
“Gravel cycling, still a niche sport in China, is a big bet on the future, just as it was in the US and Europe. With our vision and our products, we want to help expand the horizons of cycling in Asia, and we are convinced that Bike+Work is the perfect ambassador for Made in Italy in this emerging market”.
