共享單車趨勢下傳統單車模組供應商之競爭策略—以自行車鍊條為例

台灣許多零件製造商的中小企業，在全球產業中上游擔任不可或缺的供應商角色，創造出節節高升的產品附加價值。在台灣，這些中小企業提供大量就業機會，是整體經濟成長的驅動力及經濟體系的主幹。另外，也有不少研究指出，中小企業能帶動更均等的經濟成長，亦為產業供應鏈中學習與創新的泉源。台灣單車模組供應鏈中，亦有一些企業在全世界市場占有高份額，但社會知名度低的中小企業，其中一例為單車鍊條供應商，桂盟鍊條，為台灣單車模組供應鏈中隱形冠軍的代表。自去年起，共享單車在中國掀起一陣旋風，在中國的一二線城市停滿共享單車的情景比比皆是。這新市場的產生對台灣單車模組供應鏈造成巨大的衝擊，若不正視此問題，未來其能從事生產的單車市場將越來越小，這無非是造成台灣經濟巨大衝擊的引爆點。本文首先研究中國共享單車的市場概況，再針對市場之主要品牌單車做比較，最後比較台灣微笑單車與中國共享單車之借還流程，以上述研究結果了解共享單車如何衝擊台灣單車模組供應商。推論出衝擊範圍後，再推測台灣廠商應對此衝擊之選擇。接著以桂盟鍊條為例，從選擇中找出機會點並設法擬出策略切入共享單車供應鏈。最後，以價值創造循環呈現桂盟鍊條在共享單車市場創造價值的方式與過程，並體現桂盟鍊條如何實現商業策略及與市場中其他角色的合作關係。

關鍵字

共享單車；隱形冠軍；鍊條；價值創造循環；桂盟鍊條

並列摘要

Lots of small and medium sized module supplier enterprises in Taiwan act as indispensable role in those supply chains, creating high valued-added products. Small and medium sized enterprises also provide lots of jobs and drive Taiwan economy to grow as well. In addition, lots of researches point out small and medium sized enterprises could bring more equally distributed economic growth to country, as well as source of learning and creativity in whole supply chain. Some of enterprises in Taiwan bicycle module supply chain are unknown but hold high market share around the world. One of those enterprises is called “KMC”, bicycle chain company, represents the “hidden champion” in bicycle module supply chain. “Bicycle-Sharing” has become a very popular word in China since last year. Lots of bikes park on the streets and cover the whole cities in China such as Beijing, Shanghai and Guangzhou. This new market is making a big impact to Taiwan bicycle module supply chain, if we don’t face this question more seriously, the market shares of Taiwan firms may take away by another foreign competitors. Ultimately, it would become a big negative impact to Taiwan economy. At first, This article will give you an overview of bicycle-sharing market in China, then compare two main players’ sharing bicycle in order to realize what is the opportunity of Taiwan bicycle module suppliers. Secondly, I will compare the rent process of “Ubike” and “Bicycle-Sharing” in order to realize what is the added value created by bicycle-sharing model. After we realize what are the opportunity and added value created by this model, I will try to set up a plan in order to seize this business opportunity immediately. Using KMC bicycle chain company as an example, shows how could Taiwan bicycle module suppliers deliver value to this new market, practice the business strategies and cooperate with other players in sharing-bicycle market.