On this week’s episode of the road.cc Podcast, we explore one of the big cycling tech stories of 2025: the rise of Chinese bike brands. And why they could, through better tech, research and design, and affordable prices, very quickly threaten the traditional western brands and transform the global cycling industry.
To assess China’s new high-end bike brand dynasty, and dig deeper into the circumstances, tech, and methods underpinning it, we spoke to Yoeleo, one of those Chinese companies aiming to disrupt the global cycling market and reinvent the country’s position and reputation within the industry.
China has always played a central role in the global cycling industry. In 2023, almost 49 million bikes were produced in China alone, and that’s not even counting e-bikes, components, and accessories.
> The rise of Chinese cycling brands
For decades, the frames and wheels of many of the industry’s biggest brands have been quietly built in Chinese factories, before being plastered with the logos of household names and sold to you.
But over the 10 years or so, these Chinese manufacturers have decided to start taking matters into their own hands – first by selling cheap non-branded frames and wheels on the likes of Temu and AliExpress, before a second wave emerged, featuring brands operating under their own name, and aimed at the value for money market.
And now, we’re currently in the midst of a third wave in Chinese bike-making, with manufacturers going all-in and investing in research and design in a bid to build better tech and challenge the old western guard with performance-driven, high-quality machines, albeit at still relatively affordable prices.
> Have Chinese carbon wheels now overtaken established brands factoring in performance and price?
2023 Yoeleo G21 DB PRO Gravel Bike – front.jpg (credit: road.cc)
This ‘third wave’ is continuing to rise, and gaining credibility within the global industry. To underline that increasing credibility of these upstart brands, at this year’s Tour de France, Astana’s riders were racing on XDS bikes, while Bahrain Victorious’ bikes sported cranksets from Eilee and Flywheel.
So, is China the next big thing in the bike industry? And why is this shift happening now?
To answer those questions, we’re joined on the podcast this week by Rio Banyubiru, the marketing manager at Yoeleo, one of those Chinese brands aiming to bust out of the second wave and challenge the big boys.
During our chat, Banyubiru talked about the Yoeleo’s growth over the years, and how it’s adapted from focusing on value to producing world-class bikes, the context of the Chinese cycling market, the role of the country’s communist government, and effects of Donald Trump’s tariffs, and why western perceptions of Chinese brands are starting to irrevocably shift.
“We don’t want people to choose Yoeleo because we’re cheaper or more affordable”, says Banyubiru.
“We want them to choose us because they value the trust, they trust the brand and they trust the ride and the craftsmanship. That’s what we’re aiming for.”
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