China's MBO, GRC take on Rapha: How local cycling brands are winning urban consumers

Once China’s most common mode of transport, cycling has transformed into a cool lifestyle pursuit, spawning homegrown premium brands like MBO, GRC, and Neza Cycling. These domestic challengers are winning over affluent urban cyclists by offering better-fitted gear at half the price of international rivals like Rapha and Castelli. Bike-related trends have flourished in China’s top-tier cities over the past two years. Strong sales and social media data underscore this phenomenon. Searches for “cycling apparel” on e-commerce giant Tmall climbed 176% this year, with category-wide sales skyrocketing 390% YoY. On lifestyle platform Xiaohongshu, cycling-related posts quadrupled in 2023, with hashtags like #cycling OOTD surpassing 100 million views. Over 70% of these cycling enthusiasts are medium-to-high income urbanites aged under 40. The cycling boom has ignited fierce competition in the premium bike apparel segment, the beneficiary of #cycling OOTD posts. While big international brands such as Rapha, Castelli, Pas Normal Studios continue to dominate, domestic labels are rapidly gaining traction with strategies tailored to local needs and nuances. Rise of C-cycling labels Value for money is Chinese cycling (C-cycling) brands’ biggest draw. “As a beginner investing in my first set of cycling gear, a full look from Rapha or Castelli would cost me at least 2,000 RMB ($276). For roughly the same quality, I’d pay half if I go domestic,” Yuanzhi Qiu, a 28-year-old cycling enthusiast based in Shanghai, tells Jing Daily. Two of Tmall’s top selling C-cycling brands, MBO and GRC, have both built their business by partnering with local manufacturers that previously produced for international brands. This model enables them to offer products that rival international competitors in quality while costing half as much. On MBO’s Tmall store, basic men’s bib shorts sell for 489 RMB ($66). The same basic model costs 1,140 RMB ($157) on Rapha’s store. “Bib shorts are something I need to wear every time I train, and it is something to be changed after about a year. So, this price gap makes a huge difference,” says Qiu. But C-cycling brands’ advantage isn’t just price — it is also an acute understanding of local nuances. Better fits tailored to Asian body types are a key selling point that distinguishes them from international names. As in other apparel segments, most Western brands’ sizing runs large for Asian customers. But while slight size mismatches in casual wear are tolerable, they become a big issue in sports gear, where better fit is often linked directly to better performance. Xu Xia, a cycling influencer who runs the popular Douyin account Senior Shu Ke (@舒克学长), cited fit as the main reason he chooses C-cycling brands over international ones. “Overseas cycling brands usually base their sizing on European customers, which is always tricky for us. It is hard to try them offline, and every brand has its own sizing standard. Yet, in cycling, even a 1cm difference can feel uncomfortable during high-intensity training,” he says. While established cycling apparel brands from neighboring Japan, such as Pearl Izumi, which already has a solid fanbase in China, offer excellent alternatives for “Asian fits,” they lack a retail presence in the country. This absence gives C-cycling brands a unique edge, allowing them to quickly expand. Founded in 2018, C-cycling brand Neza Cycling has focused on fit to gain popularity, especially among women cyclists. Created by female cyclist Li Ke, the brand offers a wide range of women’s cycling clothes that focus on Asian fit. In a 2022 interview with local media China NewsWeek, founder Li said that the brand collects customer feedback and body shape data from local riding events to adjust its production models. Body-flattering design has proven to be a winning approach for Chinese brands to stand out against international competitors. Maia Active, the Shanghai-based sportswear label that local customers now often compare with Lululemon, built its business on leggings that look better on Chinese body types. In China’s cycling community, local labels are frequently seen as alternatives for international brands with similar positioning. “For more standard, functional cycling clothes, GRC and MBO are the alternatives to Rapha and Castelli. If you are looking for more fashionable pieces, Loose End and Neza are like local versions of Maap (an Australian cycling apparel brand) and PNS (nickname for the Danish label Pas Normal Studios),” cycling influencer Xu Xia tells Jing Daily. Uphill climb to icon status Yet, though C-cycling’s ascent is undeniable, creating a Rapha-level brand requires much more. To become true lifestyle icons, local brands must compete with international names on high-end supply chains and community-building expertise. High-end cycling apparel requires certified fabrics and advanced materials, which domestic brands still largely import. “European brands dominate the market for premium cycling fabrics, which means we need to import them, which drives up costs,” Jacky Zhao, founder of C-cycling label Deer, says. “For example, to make a premium bib short, we have to use the EIT-logo pad from Italy. It’s like the men’s suit market — expensive suits need Italian fabrics.” Having to rely on imported fabrics means diminishing profit margin and pricing disadvantage. In fact, cycling enthusiasts have already noticed that the prices of C-cycling products are rising. “A cycling short sleeve top cost 300 RMB ($40) two years ago, and now it is at least 450 RMB ($62), among these premium domestic brands. If they keep increasing prices, people will simply buy a Rapha instead. At least their prices have stayed stable,” says Xu. Beyond pricing challenges, C-cycling brands often lack community-building experience — the cornerstone of Rapha’s success. The brand’s Rapha Cycling Club (RCC) has grown to become a global network that epitomizes an active, stylish lifestyle. In China, RCC has also quickly gained traction, with over 500 members since the brand launched its Tmall flagship in March. Walk into any hip café in a top-tier Chinese city, and Rapha’s signature pink stripe on cycling shorts will earn you an instant nod of approval. While some domestic brands have attempted to recreate this community aspect through riding events and retail spaces, none have yet created a nationwide lifestyle movement. “There are many local cycling clubs, cycling events, but they are organized by local enthusiasts like me, not brands,” Xu says. In this initial phase of China’s outdoor boom, C-cycling brands are still defining their voices. The right elements are there: a booming market, rising consumer sophistication, and a growing community bonding over a shared passion. What’s missing is the brand power that transforms a product into a lifestyle symbol. The first Chinese cycling brand to master this will not only deliver better fitted bike shorts, but also cultivate a more locally resonant community spirit. For now, the ride continues, but the race to the top is far from over. China’s cycling culture has evolved from basic transportation to a premium lifestyle pursuit, with domestic brands like MBO, GRC, and Neza Cycling gaining market share through competitive pricing and Asia-focused fits. The cycling boom is evident in search and sales data: “Cycling apparel” searches on Tmall increased 176% while sales surged 390% YoY, and cycling-related posts on Xiaohongshu quadrupled in 2023. Chinese cycling brands compete effectively by offering products at half the price of international competitors while maintaining quality through partnerships with established manufacturers. While domestic brands excel at addressing local needs through better Asian fits and competitive pricing, they face challenges in high-end supply chains (relying on imported materials) and building lifestyle-focused communities similar to Rapha’s. For Chinese cycling brands to achieve Rapha-like status, they need to move beyond product advantages and develop stronger brand communities and lifestyle associations, while managing rising production costs that could erode their pricing advantage.

China’s quest for a Rapha rival

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China’s quest for a Rapha rival