Price Insights on the Cycling Industry: Germany October 2017

- 30 Minutes read

Detailed insights on the sector

This report focuses on the cycling industry in the German market and includes data about the price change through best-selling products in the following categories: bike-related, protection, accessories and gps.

The analysis takes into account the actual retail prices in the market for the products tracked across online retailers with an identical product offer. Such retail prices have been benchmarked against the list prices in Euros (€) stated by brands in order to find out what the existing price dispersion for those products is within the market.


Price dispersion in brands analysed

The following graph shows the existing price dispersion in each of the brands included in this report. It should be noticed that these figures have been calculated from the set of products selected for this price analysis.

Price analysis of products by categories

Below, we show the results obtained for the selected products in this industry. Details on the following points have been displayed for each one of the items: category, subcategory, brand, number of retailers tracked in each case, comments on the price evolution during the period of analysis, as well as a visual representation of the existing price dispersion between the list price and the minimum retail price found, as well as between list price and the maximum retail price.

Bike Related

Bike Related
Camelbak Podium
Brand
Camelbak
Retailers monitored
10
Further comments on the analysis
All the retailers for this product had a constant price except one that executed a price drop the second week of the analysis and maintaining it until the end.
-6.05
+0.41
€8.39 MIN PRICE
€14.44 LIST PRICE
€14.85 MAX PRICE
Bike Related
Shimano PD-M520 Spd
Brand
Shimano
Retailers monitored
7
Further comments on the analysis
For this product, four of the seven retailers had a constant price. From rest one retailer raised its price the first week and dropped it again a week after, reaching the initial price level. Another one dropped its price the first week maintaining the lowest price in the market for this product. The last retailer after being in equilibrium for a long time, the last week of the analysis raised its price.
-21.51
-17.47
€22.91 MIN PRICE
€26.95 MAX PRICE
€44.42 LIST PRICE
Bike Related
Abus 1100
Brand
Abus
Retailers monitored
5
Further comments on the analysis
All the retailers selling this product maintained a constant price during the whole analyisis period.
-3.80
+1.27
€2.84 MIN PRICE
€6.64 LIST PRICE
€7.91 MAX PRICE

Price Dispersion between Min Price and List Price

Price Dispersion between List Price and Max Price

Protection

Vests
Camelbak Ultra Pro Vest
Brand
Camelbak
Retailers monitored
9
Further comments on the analysis
For this product only two retailers executed price changes. They both raised their prices the first week of the analysis with the difference that one maintained it until the end while the other dropped it again after a week to the initial price level. All the rest retailers had a constant price.
-17.99
+3.01
€77.90 MIN PRICE
€95.89 LIST PRICE
€126.90 MAX PRICE
Vests
Salomon Adv Skin 12 Set
Brand
Salomon
Retailers Monitored
8
Further comments on the analysis
Only three retailers didn’t execute price changes for this product. One retailer dropped its price the first week and after raised it again, without reaching the initial level. Another was executing small price drops regularly until the last week that returned to its initial price. The last two dropped their prices and maintained them low until the end of the analysis period.
-60.29
+9.02
€119.69 MIN PRICE
€179.98 LIST PRICE
€189.00 MAX PRICE
Vests
Grivel – Mountain Runner Light – Trail running rucksack
Brand
Grivel
Retailers Monitored
4
Further comments on the analysis
For this product two retailers had a constant price and two executed different price changes. One raised its price and maintained it in a high level and the other dropped its price for a small period and returned to its initial level.
-16.41
-5.36
€63.95 MIN PRICE
€75.00 MAX PRICE
€80.36 LIST PRICE
Neck and Head protection
Buff ® Original Buff
Brand
Buff
Retailers monitored
6
Further comments on the analysis
For this product all the retailers had a constant price while four of them were selling in the exact price level during the whole period.
+2.74
+4.79
€13.16 LIST PRICE
€15.90 MIN PRICE
€17.95 MAX PRICE
Neck and Head protection
Buff ® Headband
Brand
Buff
Retailers monitored
6
Further comments on the analysis
Four retailers had a constant price for this product, while one of the rest dropped its price for small period and then return to its initial price level, which is higher than the MSRP. The last retailer also executed a short price dropped which then raised it the next weeks.
-0.20
+1.61
€11.60 MIN PRICE
€11.80 LIST PRICE
€13.41 MAX PRICE
Neck and Head protection
Poc Octal Aero Raceday
Brand
Buff
Retailers monitored
4
Further comments on the analysis
For this product two retailers were selling in a constant price while the other two were executing price changes. One retailer dropped its price the first week for one day and then raised it again at the same level, while one week after it raised it again reaching a higher than the List Price price level, and dropped it once more after a while. As for the last retailer, it dropped its price and then raised it again to the initial level.
-18.05
+4.05
€227.95 MIN PRICE
€245.95 LIST PRICE
€250.00 MAX PRICE

Price Dispersion between Min Price and List Price

Price Dispersion between List Price and Max Price

Accessories

Batteries
Led Lenser Battery For Series SEO
Brand
Led Lenser
Retailers monitored
12
Further comments on the analysis
All the retailers had a constant price for this product except one that executed many price changes during the analysis period. The retailer the first week dropped its price and maintained that low level for ten days until it raised it again to its initial level for a week and drop it again. This retailer seems was following a specific price strategy, as was repeating the same motif.
+0.45
+6.50
€13.45 LIST PRICE
€13.90 MIN PRICE
€20.40 MAX PRICE
Batteries
Garmin Charging Clip 920XT
Brand
Garmin
Retailers monitored
7
Further comments on the analysis
For this product only one retailer executed price changes. The retailer raised its price the second week of the analysis and dropped it again the next week without getting in an equilibrium. He continued making price drops and raises during short periods.
-2.99
+1.13
€11.95 MIN PRICE
€14.94 LIST PRICE
€16.07 MAX PRICE
Watches
Garmin Forerunner 735XT
Brand
Garmin
Retailers monitored
11
Further comments on the Analysis
All the retailers had a constant price except one that executed price changes during the whole period of the analysis. This retailer dropped its price by 10% and after a week raised its price by 2.5% and maintaining it until the end of the analysis
-121.10
-31.10
€329.00 MIN PRICE
€419.00 MAX PRICE
€450.10 LIST PRICE
Watches
Garmin Forerunner 735XT Run
Brand
Garmin
Retailers monitored
8
Further comments on the analysis
For this product only one retailer executed a price raise in the beginning of the analysis and maintained the same price level until the end of it. All the other retailers had a constant price.
-165.94
-0.04
€334.00 MIN PRICE
€449.90 MAX PRICE
€499.94 LIST PRICE
Watches
Garmin Forerunner 235
Brand
Garmin
Retailers monitored
8
Further comments on the analysis
For this product two retailers executed indifferent price changes and one the last ten days of the analysis raised its price in a dramatic price level. The rest of the retailers didn’t execute any price changes for this product.
-101.46
-3.09
€212.99 MIN PRICE
€314.45 LIST PRICE
€317.54 MAX PRICE
Straps
Garmin Strap Forerunner 920XT
Brand
Garmin
Retailers monitored
4
Further comments on the analysis
For this product only one retailer executed regularly price changes. All the rest maintained a constant price during the whole period of the analysis.
0
+7.09
€16.00 LIST PRICE
MIN PRICE
€23.09 MAX PRICE
Straps
Garmin Strap Vivoactive
Brand
Garmin
Retailers monitored
4
Further comments on the analysis
All the retailers had a constant price for this product during the whole period of the analysis. Only one retailer dropped its price the last ten days and raised it again the last week at a higher price level than the initial.
-1.61
0
€12.34 MIN PRICE
€13.95 LIST PRICE
MAX PRICE
Straps
Garmin Strap Forerunner 10/15
Brand
Garmin
Retailers monitored
4
Further comments on the Analysis
For this product two retailers had a constant price while the rest were executing regularly price changes.
-4.53
-2.30
€14.42 MIN PRICE
€18.95 LIST PRICE
€21.25 MAX PRICE

Price Dispersion between Min Price and List Price

Price Dispersion between List Price and Max Price

Gps

Gps
Garmin Etrex 20X
Brand
Garmin
Retailers monitored
11
Further comments on the analysis
For this product four retailers executed price changes. The first and the second retailer executed indifferent price changes through the whole analysis period. The third retailer dropped its price the first week and maintained the lowest price in the market for this product and the same for the fourth retailer.
-39.92
-0.42
€159.45 MIN PRICE
€198.95 MAX PRICE
€199.37 LIST PRICE
Gps
Garmin Etrex 30x
Brand
Garmin
Retailers monitored
9
Further comments on the analysis
Three retailers executed price changes for this product. The first dropped and raised its price regularly while the second only dropped its price during the first week of the analysis and maintained it. The third dropped its price the last week of the analysis and raised it again the last three days without reaching the initial level.
-60.35
-0.40
€189.00 MIN PRICE
€248.95 MAX PRICE
€249.35 LIST PRICE
Gps
Garmin Gps Map 64ST
Brand
Garmin
Retailers monitored
9
Further comments on the analysis
All the retailers had a constant price for this product except one that executed regularly price changes, trying to maintain its price level lower than the rest competitors.
-79.43
-39.03
€319.90 MIN PRICE
€359.95 MAX PRICE
€399.33 LIST PRICE
Gps
Garmin eTrex Touch 35
Brand
Garmin
Retailers monitored
7
Further comments on the analysis
For this product two retailers executed price changes while all the rest had a constant price. The first retailer had a small price raise in the first days of the analysis and then maintained its price level until the last week where it gradually dropped it. The second retailer the last days of the analysis raised its price and maintained that level until the end of it.
-89.37
-0.37
€209.95 MIN PRICE
€298.95 MAX PRICE
€299.32 LIST PRICE
Gps
Bushnell Backtrack D Tour
Brand
Bushnell
Retailers monitored
5
Further comments on the analysis
All the retailers had a constant price for this product except one that executed irregularly price changes.
-41.16
+58.94
€78.90 MIN PRICE
€120.06 LIST PRICE
€179.00 MAX PRICE

Price Dispersion between Min Price and List Price

Price Dispersion between List Price and Max Price

Conclusion

It can be observed that most products have a number of similar pricing strategies. From the analysis of 22 products, it can be seen that retailers’ prices are 23% below the list price. In the category of vests, it can be observed that in the 3 products analyzed prices in the market are 24% below the list price, and in watches that percentage goes up to 30%. On the other hand, in bike realted prices offered by retailers are 49% below the list price.