All civilization progress come from demands, demands lead to imagination, further more initiate the concept, finally conduct technology to make it become reality and go back to fulfill demands, hence concept play a role connecting between reality and demands. Explorer the phase of demand throughout concept study are forming the theme of this research papers. Using Grounded Theory to analysis winner proposal from International Bicycle Design Competition and finding out the bicycle design trend, tend to sort out a direction for future bicycle design and hope could be take all issue in to consideration, and finally pointing the new way for bicycle design.