2008年4月29日 星期二

Trends Watch on 2008 Auto Parts Industry

For recent years, carmakers have been fighting for price reductions from customers and surging gasoline price, material costs, along with shadowing global inflation. The mounting cost pressure forces them to gain components from offshore manufacturers, which has been reshaping the global landscape of auto parts sourcing. US automotive downturn is mainly triggered by diminished consumer purchasing power and the burst of the "mortgage bubble". US sales of new cars and light trucks are predicted to drop below 16 million units in 2008. Light trucks, such as SUVs, CUVs, pickups, minivan and vans, made up 53% of the sales mix in 2007, could shrink to a 10-year low of 15.8 million units. The slowdown is spreading to other markets, particularly in Western European countries. But Eastern Europe will continue to expand at a rapid pace, with 4.3% compound annual growth by 2011. Russia will become the largest automotive sales market for new cars in Europe by 2010 as the larger European markets remain stagnant. Growths in the burgeoning markets, especially China, Brazil, and India, keep on and are still likely to lead global growth. In 2007, there were 8.7915 million vehicles sold in China, grew by 1.576 million or up by 21.84% compared to 2006 and will reach to 10 million vehicles by the end of 2008.



The auto parts industry is mainly for the original equipment manufacturer (OEM) market and the replacement parts market, or aftermarket. The global aftermarket industry approximates $300 billion while the light truck aftermarket accounts for $190 billion values. In US, the sales of light-truck performance parts and accessories have doubled over the past decade years, hit $13 billion in 2007, supporting 232 million vehicles on the road. Vehicles are becoming more and more durable across all vehicle types as those over 10 years old continue to comprise the lion’s share of dollars spent, reaching more than $80 billion.



Tuning, Do-it-yourself on the Rise

There are more vehicles on the roads, more cars look similar, and, therefore, the more and more motorists tend to individualize their own cars. Gen-Y drivers are most enthusiastic to personalize their vehicles with audio-system upgrades, aftermarket exhaust systems, tires and wheels and exterior styling accessories as the top alternatives. Apart from aesthetics, safety is certainly a major concern. Here, we're also seeing a booming DIY market. By a survey, over 53% of motorists, male and female alike, are interested in repair works and feel they are personally capable of doing light maintenance involved in installing parts such as brake shoes, pads, headlamps, batteries, wiper blades and alternators to save repair expenses. Among them, 13% motorists feel they are capable of performing medium maintenance and repair works, which is require the higher knowledge and level of expertise such as replacing fuel injectors and head gaskets.



In-vehicle Consumer Electronics

According to a survey by the Consumer Electronics Association, the sales of in-vehicle consumer electronics are expected to increase at a rate of 13% in 2008 to exceed $12.8 billion. The most popular items are remote vehicle starters, in-dash navigation systems and car alarms, required for flexibility and multi-location use. Motorists also prefer to outfit their vehicles with the latest in-vehicle information and entertainment technology like satellite radio, HD radio and DVD players to make their driving on the road safer and more enjoyable.



"Going Green" Concern

Motorists are more aware of worsening global warming and other environmentally conscious issues. The carbon dioxide concentrations have soared record-high levels in the atmosphere after increasing at an accelerated pace in the past years. In response to this, automakers are urged to reduce carbon dioxide emissions from vehicles and fossil fuel reliance. They are developing innovative emission and idling reduction technologies to elevate fuel economy, launching plug-in hybrids and providing a broad technology portfolio of series solutions to reduce carbon dioxide emissions. Automakers claim that such a goal will be realized through the use of alternative fuel autos (AFAs). Now, there are sixty models of AFAs available and more are in development, including hybrid-electric, clean diesel, ethanol capable and others. Advanced vehicles need advanced fuels, including ultra low sulfur diesel, E85 ethanol, bio-diesel, hydrogen and electricity. However, the more bio-fuels such as ethanol and bio-diesel, are used, the more corns, more soy bean and more sugarcane are consumed not as foods, which continues to fuel the price hikes of grains and meats.



Fighting for Spiraling Gas Price

Recently, global demand for oil and gas keeps increasing at an unprecedented rate. Skyrocketing gas price over a record $4 a gallon signals a possible hike over the next few months. To combat spiraling gasoline price, more and more new-vehicle shoppers are looking for more fuel-efficient vehicles and car drivers are managing to control their monthly energy bills by employing energy-efficiency measures or resort to the state-of-the-art fuel-economy technologies. Fuel efficiency becomes dominant factor on influencing their vehicle maintenance decisions, surpassing dependability and safety. Motorists are seeking fuel efficiency through vehicle maintenance. In fact, by properly maintained, vehicles are not only more fuel efficient, but also safer and environmental friendlier. That also enables a tremendous marketing opportunity for aftermarket service and parts businesses.

Better Fuel Economy Solutions

Most attempts to enhance fuel efficiency spotlight on ancillary technologies like refinements in the fuel injection, ignition or valve timing. Some technologies such as the gasoline-electric hybrid and "clean diesel" are being applied for better fuel economy. In 2007, new hybrid vehicle sales reached over 350,000 units in 2007, even though the fuel efficiency capabilities of hybrid vehicles seem to be somewhat overestimated. For better fuel economy, there is an improvement on engine efficiency with associated reduction inheat lost from the combustion process. Since longer idling time wastes fuel, spoils engines and produces unnecessary extra emissions into the air, here comes a new technology to generate heat so quickly as to delete these unwanted situations. For less power consumption and longer longevity, LEDs now are used with xenon headlamps, even with double light output but only a third less energy thanhalogen bulbs. By the uses of LEDs for full-functions forward lighting on vehicles, it is feasible to reduce fuel consumption and carbon dioxide emissions.



Crash Avoidance Technology

By a statistics in the US, total collision repair industry sales grow 5.8% to about $40 billion per year. By this, motorists are looking for the latest blind spot detection technology to avoid collision. Blind spot detection is a system that can identify vehicles or objects within a vehicle's blind spots and provide an audible, visual warning orvibrate the vehicle's steering wheel or seat as a lane change is doing. Lane departure warning system functions when a car is wandering out of its lane, without a turn signal being activated, and gives a warning to the driver.



Article from ttnet.net

2008年4月23日 星期三

五月感恩禮 健康新選擇

隨著保健意識抬頭,「送禮送健康」已成為饋贈禮品的新選擇,尤其在組合漸趨多元化的母親節禮品市場中,更是以黑馬之姿疾速竄起。舉凡健康食品保健用品、紓壓產品、健康小家電以及結合健康概念的各式家用品、旅遊套餐…等,都成了母親節禮品市場的新寵兒。



根據統計,壓力過大已高居台灣女性不健康原因的第二位。受到經濟環境影響,有越來越多的家庭主婦必須重返職場。蠟燭兩頭燒,在工作和家務間疲於奔命,除了體力上的透支外,各種有形、無形的壓力更是壓得媽媽們喘不過氣來。



想要紓解壓力,精油SPA可說是目前最受女性歡迎的產品了。



所謂精油,是一種利用各種化學或物理方法,從植物的根、莖、葉、種子或花朵中萃取出來,具揮發性、高濃度的芳香物質。這種純天然植物精華,稱為essential oil,大多具有抗菌、安撫情緒、緩和緊張等作用。由於先前芳香療法紅極一時,相信許多人都知道,不同的精油成分會使人產生不同的情緒及身體反應,不過可能只有少數人瞭解,其實精油透過按摩沐浴薰蒸、嗅吸、按敷…等方式的不同,發揮的效果也有所不同。



像是最常見的薰蒸法,就適合用於安撫情緒、改善精神狀況、失眠、增加記憶、淨化空氣…;按摩法則能幫助舒緩肌肉緊張、肩膀僵硬、便秘、抽筋…;沐浴法對於全身機能調理、神經衰弱、解除疲勞、循環系統不佳、精神緊張、焦慮和沮喪等效果較佳;而要改善呼吸系統問題、鼻塞、氣喘、醒腦、頭暈、反胃等,則以嗅吸法最有效。



針對媽媽們容易焦慮、神經緊張、失眠等毛病,專做精油進口、加工的依柏實業即推薦了具有提振心情、抗憂鬱功效,使女人對自我產生積極正面感受,並能調整女性荷爾蒙及生理週期,且對皮膚有調順、抗菌功能,可說是女性身心萬靈丹的玫瑰精油;以及由可減輕焦慮緊張、鎮定神經的洋甘菊,能改善失眠、安撫情緒的薰衣草,和「精油之后」玫瑰所搭配出的「紓解壓力」複方精油,讓媽媽利用簡單的按摩或泡澡,獲得深度的放鬆。



泡澡,是消除疲勞與壓力的一種有效方式。不管是泡溫泉、冷泉,還是在家放一缸溫熱的水,滴上幾滴精油,讓整個身心沉浸在舒緩鎮靜的香氛中,都能讓身心立即輕鬆自在。而半身浴,又是泡澡最健康的方式;無論是冷颼颼的寒流天,還是三十幾度的酷暑,都不會對身體造成多餘的負擔。常做半身浴,不但能有效改善因工作久坐、久站引起的下身水腫、靜脈曲張問題,搭配按摩,還能 改善媽媽們最常見的下半身肥胖,同時讓肌膚更加緊實有彈性。若加上沐浴刷推脂按摩器按摩 滾輪,或是沐浴專用的防水型電動按摩器等小道具輔助,還能讓效果再加倍。



要是不想泡個澡,還囉哩囉唆準備一堆,那麼,只要選擇多功能的沐浴用具就萬事OK。像是僑豐塑膠推出的長柄沐浴刷便結合了按摩墊浮石,洗澡的同時既可以按摩背部,也可以順便幫辛苦的腳丫子去去角質。而專利的魚型沐浴刷,不僅造型小巧可愛、方便抓握,還能將沐浴乳直接倒入刷中;刷洗時,沐浴乳會自動從小孔中流出,清潔同時按摩,一舉兩得,省時又簡便。



雖然在家DIY做SPA既浪漫又實惠,不過勤儉持家、怕浪費水的媽媽們才捨不得天天做吧?沒關係,這時含有精油成分的沐浴乳禮盒,就是不錯的選擇。以詔暘企業代理的歐洲十大品牌「吉梵尼‧范倫鐵諾」精油沐浴禮盒來說,就含有能消除疲勞的芬多精精油,讓沐浴後更加神清氣爽,另外,天然的珍珠配方和滋潤的多芬乳霜,則讓洗後皮膚白皙細緻,不乾澀、不緊繃,就像喝了牛奶一樣,白嫩有彈性,讓媽媽即使不泡澡,也能沐浴在精油的香氛中。



除了泡澡與SPA外,按摩也是消除疲勞的好方法。目前市面上的按摩產品,種類琳瑯滿目,從幾十元的手動按摩器,數百元到上千元的電動按摩器、按摩帶泡腳機低週波按摩器,到萬元起跳的各式按摩椅按摩床…等等,產品不一而足。在挑選時,首先可依肩頸酸痛、腿部腫脹疲勞、眼壓過大…等不同需求,將範圍大舉縮小;然後,再根據預算鎖定可接受的價位,這樣,就能從功能類似的眾多產品中,快速篩選出品質及使用便利性都合適的按摩器了。



而不管價位高低,與中醫穴道理論結合,可說是近年來按摩器的一大趨勢。像高價位的按摩椅,除了強調仿真人按壓揉捏等技法,還有特殊的光感偵測穴位設計,能精準偵測到全身重要穴位,達到最佳按摩效果。中價位中的氣血循環機,則是透過腳底的全息反射區及臟器穴位,以高頻率螺旋按摩方式,來帶動全身氣血循環,促進新陳代謝。至於低價位的足部按摩墊,同樣也是配合腳底穴位分佈,以大小高低不同的軟質塑膠粒,來達到刺激穴位、促進氣血循環的作用。不過,不論是真正的腳底按摩,還是運用相同原理設計的產品,都宜適量、正確操作,千萬不要迷信「痛才有效」的說法,更不可使用沒有依正確穴位設計的健康步道或產品亂踩一通,以免造成足底筋膜發炎。



要是出外差旅或上班時間,突然酸痛難耐,別說沒幾個人會帶著按摩器出門了,就算帶了,也不方便大剌剌的就在辦公室按起來吧。這時,除了酸痛藥膏外,熱敷可說是最方便、有效的方法了。



嚴格說來,熱敷墊並不算什麼新產品,不過,在廠商不斷改良、創新下,不論外型、材質或功能,全都讓人耳目一新。以攜帶型的熱敷墊來說,形狀從早期呆板的四四方方,到現在卡哇伊的心型、無尾熊、Hello Kitty…等;造型上的丕變,已讓熱敷墊從自用的居家護理用品,變成送得出手的貼心小禮。而在材質與功能方面,同樣也不可同日而語;不管是隔水加熱、微波加熱,或是運用物理變化加熱,使用上都簡單方便了許多。



以金健實業擁有多國專利的「魔法變色熱敷墊」為例,不但有圓型愛心等多種造型,還可根據客戶需求印上公司文宣或各種彩色圖文。不需微波或熱水,只要輕輕按下內含的金屬小圓片,就能瞬間發熱,溫度最高可達40度,發熱時間約可維持三至四小時(依使用狀況、氣溫不同),且放入煮沸的水中還能恢復原本的液體狀態,重複使用一百次,既方便又環保。材質柔軟、密封堅固,即使睡覺時或貼身使用,也不怕皮膚過敏或燙傷。除了能用來消除酸痛外,對經常生理痛或一到冬天就手腳冰冷的媽媽,更是經濟實用。



根據中醫說法,手腳冰冷是氣血虛的一種表徵,不過若從西醫觀點來看,手腳冰冷可不僅是末梢神經血液循環不良這麼單純,還可能是心臟病糖尿病低血壓或脊椎病變等問題引起。所以要是媽媽有手腳冰冷的毛病,除了送上熱敷墊給媽媽溫暖外,帶媽媽做個全身健康檢查也是不錯的禮物。



當然啦,平時多關心媽媽的健康,才是最重要的。尤其是邁入更年期的媽媽,生理及心理上都會產生許多的不適,如果能幫媽媽補充適量的鈣、鎂、維生素B群或黃豆及其製品,對於緩解焦躁不安的情緒,會有很大的助益。特別是鈣質的攝取,不單能舒緩不穩定的情緒,還能補充因更年期逐漸流失的骨質,若能加上一點維他命D,更有利於鈣質的吸收利用。不過,藥補不如食補,如果能從日常飲食中攝取當然最好,要是情況特殊,非得靠營養補充劑幫忙,則一定要先經過醫師、營養師的指示與建議才行。



吃醋,是近幾年十分流行的保健風潮。醋中含有維生素、氨基酸、礦物質、有機酸、醋酸菌、酵素等豐富營養素,能恢復身體原有的防衛功能與自癒能力。其中,醋酸、檸檬酸、琥珀酸、蘋果酸等有機酸,能迅速將體內因消化分解而產生的乳酸與尿酸等廢物,分解排出體外;檸檬酸可有效分解乳酸、迅速消除疲勞、鎮定神經系統;醋酸菌會改變腸道菌叢生態,抑制壞菌繁殖,增強免疫能力;鉀則能促進鈉的排泄,也有助於食物中鈣質的吸收。另外,原料中,米所殘留的維生素B群、氨基酸,水果發酵後產生的酵素,也都能幫助補充人體所需的維生素、礦物質及必需氨基酸,可說是好處多多。



為了滿足越來越多的「吃醋」人口,多家業者也不約而同在常見的梅子醋、蘋果醋、葡萄醋等水果醋外,推出花草口味的西式風味醋,如桂花、薰衣草、玫瑰、迷迭香…等,口感甘醇,酸味柔和,特有的花草芳香更令人回味無窮。此外,還有業者標榜採用比一般米含更高胺基酸及維他命的有機糙米為原料,或利用生化科技原理,將黑豆、枸杞、山藥、膠原蛋白、珍珠粉等美容、養生元素融入醋中,成為獨樹一格的養生醋、美容醋,來吸引消費者目光。



不過,可別被這麼多的名堂搞得眼花撩亂,無論加了什麼成分、價位高低,購買時只要注意標籤上標示「純粹」或是「純」的字樣,無添加酒精,釀造法為靜置發酵或長時間發酵,釀造日期在六到十個月以上,符合這幾點的就可以算是好醋了。



雖然吃好醋、好處多,但過猶不及。千萬別誤信喝醋能減肥
或改善酸性體質等誇大說法,就把飲用醋當成開水喝。其實,人體本來就會自我調節酸鹼值平衡,不可能單靠攝取某種食物就能調節酸鹼值;且醋能幫助消化、酸甜的口感還能促進食慾,市售的含糖量又多半偏高,若想靠喝醋減肥,只怕會越減越肥,要是再加上濃度過高、經常空腹飲用,或喝到含有大量合成物或酒精的醋,還會傷害腸胃呢。



想維持身心健康,除了適時釋放壓力及營養均衡外,還要養成良好的運動習慣才行。如果居家附近沒有寬敞安全的運動場所,在家搖搖呼拉圈、跳跳繩、做做瑜珈,就很不錯;要是經濟許可,把跑步機踏步機、划船器、動力塑腹輪、仰臥起坐健身機…等健身器材搬回家運動,也是一個方法。但對忙碌的職業婦女來說,累了一天回到家,還要打理家務,三不五時假日還得加個班,就算想要每天動一動,的確是心有餘而力不足。



別擔心,目前市面上已經出現各式各樣的「懶人機」,只要坐著、躺著就能達到運動的效果。像是電腦塑身扭扭盤,設定好時間、速度後,就能帶著你輕鬆扭動,甩掉啤酒肚及水桶腰;常見的韻律搖擺機,也僅需將腳橫跨在腳踝固定架上,搖擺機便會配合呼吸節奏,牽引帶動脊椎周圍神經叢,達到有氧運動的效果;而當紅的騎馬韻律椅,則是仿照騎馬時的律動設計,只要跨坐在上面,就能帶動全身律動,達到騎馬後汗水淋漓的運動效果。簡單、易學又安全,對全年無休的7-11媽媽,或藉口一堆的「好吃懶動」族最適合不過了。



寵愛媽媽,當然不是到了母親節送個禮物或上館子吃頓飯就了事,只不過東方人多半生性含蓄保守,趁著節慶聊表孝心,其實也是個拉近親子關係不錯的方式。除了獻上精心挑選的保養品服飾配件…,讓媽媽打扮得漂漂亮亮外,平時也別忘了照顧媽媽身心的健康,有空陪媽媽到外面走走,一起親近大自然,幫媽媽減壓、放輕鬆,才能讓媽媽由內而外展現出真正的健康美。健康,是送給媽媽最好的禮物。



文章摘自ttnet.net

2008年4月11日 星期五

Electronic Component Market Snapshot

Electronic components are at the core of all electric and electronic products and systems. The active components and passive component make the whole picture of electronic industry. The former typically encompasses semiconductors such as transistors, diodes, microprocessors, memories, power devices, as the latter include resistors, capacitors, ferrites, inductors, low and high frequency filters. Overall, the industry lasts to remain very innovative, competitive and ever-changing.



Active Component Market


Semiconductors


2004 was a fruitful year for the semiconductor industry, with global value of $213 billion, a rise of 28% over 2003. However, in 2005, the growth of semiconductor sales shrank sequentially in all geographic regions except the Asia-Pacific region, which inching up by 8.1%. Yet, in the second quarter of 2005, capacity utilization showed somewhat improved, with overall utilization rising to 89% from 86% of the first quarter.



In DRAM sector, cost reductions owing to increased production at advanced plants using 12-inch wafers, and some supply limitations owing to DRAM makers shifting production to flash memory, should elevate companies' profitability in the third quarter of 2005. According to a new survey by Gartner, global semiconductor capital equipment sales are on pace to decrease about 12% to $33.1 billion in 2005, while last year equipment sales increased sharply to correct a serious under investment in equipment in the face of strong semiconductor demand. Now production capacity exceeds demand, and equipment manufacturers are seeing weaker demand. Worldwide wafer fab equipment spending is projected to decline 9.6% to $25.5 billion in 2005 and predicted to decline in 2006 as well and come back to positive growth in 2007.



TFT-LCDs

The global shipment of large-sized thin film transistor-liquid crystal display (TFT-LCD) panels celebrated their record-high sales of about 50 million units (global revenue as US$9.6 billion) in the second quarter of 2005, up 16% from the previous quarter, according to DisplaySearch. The increasingly stable prices and increasing shipment tend to boost the total global third-quarter revenue of large-sized panels to a new quarterly high of about US$11.1 billion. The second-quarter global revenue was US$9.6 billion. Notebook PC panel shipments inched up 9% quarter to quarter and 30% year-to-year to 13.9 million units in the second quarter of 2005. LCD monitor panel shipments jumped 17% Q/Q and 45% Y/Y to 28.3 million units. The 17-inch monitors are still king, rising to over 60% in the second quarter of 2005.



The shipment volume of 19-inch LCD monitor panels exceed its popularity over 15-inch with its share rising to 22%, while 15-inch panels dropped to 14%. LCD monitor panel revenues grew 19% Q/Q, but fell 12% Y/Y, to US$5 billion. LCD TV panel shipment soared 39% Q/Q and 84% Y/Y to six million units. 32-inch 1,366X768 pixel panels replaced 20-inch VGA as the dominant panel size with a 106% Q/Q growth. LCD TV panel revenue rose 41% Q/Q and 40% Y/Y to US$2.3B, overtaking notebook panels for the first time.



Passive Component Market


Generally speaking, the demands of passive components are often driven by those of active components. For example, every new semiconductor, even replacing some of the passive functions, generates new requirements in volume and performance for passive components. And a state-of-the-art processor typically demands 350 passive components around it, and digital TV shows more wanting needs for passives. Passive components continue to incorporate and integrate new functions, increase performance and minimize in sizes to adapt to the compact devices. The miniaturization of passive components has been even stronger than that of semiconductors over the last eleven years.



Passives are big deals, representing over $30 billion business worldwide. Mainland China and Taiwan are two major production centers as the former has nearly 1,200 makers and latter about 500. The both together manufacture about 980 billion units of passive components, basically in the form of capacitors, resistors and inductors. The output of capacitors in China reached 222 billion units in 2004 and estimated to grow 20% in 2005 and 2006 respectively. Taiwan accounts for about 8% of world capacitor output and 30% of MLCC(multi-layer ceramic capacitors), marking US$923 million in sales turnover for capacitors in 2004. Sales revenues are predicted to climb to US$1.02 billion and US$1.13 billion in 2005 and 2006 respectively, according to the Industrial Technology Research Institute (ITRI).



Unit production is forecast to reach 276 billion by 2005 and 330 billion in 2006. Passive components represent 7 billion Euros sales in Europe, yet only accounting for 2% of the value of electronic equipment and systems, namely a small percentage in value, yet in a large percentage in number, about 70% of the components used in electronic equipment and systems.



The global passive-component industry will grow 12-15% in 2005. However, the excess inventory can be worked off by the end of this year. In the first quarter of 2005, growing demand for handsets in Japan and China fueled the momentum for passive components.



Article from ttnet.net ttnet.net

2008年4月7日 星期一

休閒‧環保‧健康‧時尚 單車運動 踩出上億商機

受到全球「樂活」風潮的影響,加上能源危機、環保意識的抬頭,「騎單車」近年來可說風靡了歐美許多先進國家。而台灣在週休二日開始後所興起的單車休閒風氣,近來也在這波熱潮的推動下再度升溫,使得單車又再度走回了日常生活之中。



但和以往不同的是,單車對現代人來說,已不再只是購物、訪友、運輸最便捷的代步關鍵字連結工具而已,它不耗油、無噪音、無污染,使用方便、不佔空間,同時還能當成健身運動工具,休閒、旅遊良伴,不僅成為提倡環保節能、追求健康生活者的新歡,專家口中「地球上最進步的車種」,不斷創新、升級的造型與配備,亦成為許多雅痞傾心的收藏品與一種時尚生活的象徵。



過去外銷戰績輝煌,素有「自行車王國」美譽的台灣,由於地形、路況等客觀環境不適合騎乘,尤其是消費能力較高的北部地區,因此在內銷市場方面,表現並不理想。不過近年來,隨著產業外移,而將外銷寶座拱手讓給了大陸,為了保有競爭優勢,業者紛紛轉往研發、創新與品牌行銷發展,並成功由低價量產的OEM角色,轉型成為中高價位自行車的重要供應國。在產業轉型以及休閒、環保與健康意識抬頭,加上樂活風潮等種種條件催化下,使得以往僅佔總銷售量不到一成的內銷市場,如今反而成了極具開發潛力的處女地。



而為了解決地形、路況、法規等限制,業界龍頭不但率先推廣單車休閒活動,更積極聯合產、官、學界,共同打造適合單車上路的軟硬體設備與措施。像是「腳踏車上捷運」、「千里自行車道」、「大台北國際無車日」…等,都是最為人知的推廣活動,其他還有CHC自行車暨健康科技中心與經濟部技術處合作的「台灣自行車島計畫」,2007年已開辦了「環保兩鐵創新觀光旅遊活動」,讓車隊鐵馬也能一同搭乘火車完成旅遊活動;另外,由CHC積極促成的IBDC全球自行車設計比賽實車K.one成為臺鐵專屬品牌自行車,也將於2008年3月頒獎典禮中,簽署合作備忘錄。待專用車款上市及開放個人攜自行車上火車等相關配套方案出爐後,未來民眾就能利用鐵路加鐵馬休閒與通勤,更彈性地完成單車環島夢想。



此外,行政院體育委員會也於2007年正式宣布,將每年五月的第一個星期六訂為「台灣自行車日」(Taiwan Bike Day),五月為自行車月。而因應台灣單車騎乘與運動休閒人口的快速成長,外貿協會也在每年三月以外銷為導向的「台北國際自行車貿易展」外,另增辦了唯一的運動產業內銷展「台灣運動暨休閒產業展」,且今年的展會(7/18~21)更將07年廣受好評的「單車休閒館」獨立出來,做為該展的核心主軸。



在硬體建設方面,除了以觀光休閒為主的「千里自行車道」將陸續興建、擴展外,不少都會型縣市也正積極投入自行車騎乘環境的打造,串聯各地區自行車道及綠色園道形成全國自行車路網,推動自行車活動。而環保署即將從2008年起試辦的「市區公共腳踏車租賃系統計畫」,則是效法、學習歐美成功經驗,有計畫、有系統、階段性的建構自行車騎乘環境;未來將在市區合適地點,例如捷運、火車站旁設立公共腳踏車租借站,民眾只要付錢就能租用,使用完後於就近的租借站歸還即可,再選擇其他交通工具繼續下一個行程。近期內將初步從台北市、台北縣、台中市、高雄市等四個都會型縣市中選擇兩個試辦,如果反應不錯,後年起將擴大實施到全台各縣市,藉時民眾上班、洽公,又多了一種方便省錢的轉乘、接駁方式可選擇。



可別以為以上種種利多政策,只有獨惠自行車產業。根據統計,在刺激國內自行車運動普及化的主軸下,現階段經由自行車帶動的周邊產業,年產值約增加10億元,相關商品販售營業額自2005到2007年6月合計約達4億元。另外根據台灣自行車環島運動協會統計,受到騎乘環境的逐漸健全,以及電影「練習曲│單車環島日誌」的鼓舞與影響,目前台灣一年約有3000人騎單車環台,且有逐年上升趨勢;從買單車、配備,加上沿途吃、喝、住宿等費用,一年大約創造出上億元的產值,其中高級單車市場因此成長15%。而通路商7-ELEVEN也表示,近年來都會休閒腳踏車市場成長近一倍,周邊商品像是安全帽警示燈手套等,銷售皆有明顯成長。



鐵馬熱造就的運動行銷,背後不但蘊藏了誘人的周邊商機,也發展出一股異業結盟的行銷熱潮,像是業界龍頭捷安特Giant即以台灣自行車島為概念,成立了台灣第一家以販賣租賃和觀光休閒為主的自行車廣場,除了販售各式各樣的專業及休閒腳踏車外,人身相關的自行車產品及配件同樣應有盡有,並設有租賃部、維修部及複合式咖啡館,不管是要買車、租車、修車,還是騎累了要找地方休息,都能一一滿足自行車友的大小需求。另外,像是「RST休閒概念館」則除了國內外知名品牌自行車產品外,更包含了休閒鞋、戶外專用烤爐等RV休旅車周邊商品等等,多機能的賣場空間,不但有貼心的汽、機車及自行車停車位,咖啡座在提供休憩空間外,還備有多媒體影音會議系統,可提供車友討論行程、分享感動。



其他像是知名直銷商安麗集團和聯合報系贊助「鐵馬家族環球行」活動,國際牌冷氣搭配名牌自行車作為提高冬季購買率企劃,通路業者7-ELEVEN與捷安特合作推出2008最新車款預購活動…等等,都足見各大型企業想要利用異業結盟方式抓住這股錢潮。此外,生活品牌「無印良品」,名牌四輪BMW、Mercedes-Benz、Porsche、Audi、Fiat為了營造機動性強、健康活力、注重環保等優質形象,及進一步培養潛在消費者,也紛紛撈過界,跨領域推出自有品牌腳踏車,直攻雅痞與頂級客層。而為了推行台灣觀光自行車島計畫,CHC自行車暨健康科技中心所推出的www.bikelane.org.tw網站,目前除做為台灣自行車騎乘人文景觀及知識共享平台外,也以B to C和B to B等方式提供給跨領域產業聯盟做為溝通及行銷平台



掌握趨勢,才能擁抱商機。集「樂活」、「休閒」、「健康」、「環保」、「綠能」等當紅元素於一身,單車生活、單車運動即將踩出無限商機,台灣自行車王國的美譽將以全新風貌再度向上翻揚,各大企業、通路商早已磨拳擦掌、開始佈局,您還在等什麼呢?



本文載自ttnet.net