This document discusses sustainable biking trends in Asia and China, including growing bike infrastructure like paths and rental schemes, supportive legislation and education, and provides details on trends specifically in cities like Shanghai, Hangzhou, and Wuhan. It also outlines the goals, values, target market, and strategy of Coolbike, a bike sharing company operating in Shanghai.

1. This research will cover…
• Sustainable Biking Trends over the world
• Sustainable Biking Trends in Asia
– Overview
– Japan
– Korea
– Singapore
• Sustainable Biking Trends in China
– Overview
– Hangzhou
– Shanghai
– Wuhan
• COOLBIKE in Shanghai
– Recap trends in Shanghai
– Strategy of COOLBIKE (goals, target, SWOT model, COOLBIKE’s DNA)

2. Trends over the world
•Overview
• Bike paths on the rise
• Hire scheme is a success
• Support for bikers moves online
• Government legislation and spending is on the rise
• Education in schools is on the rise
• Car culture turns around and bikes take priority

3. Trends in Asia
•Overview
•Legislation and Government implementation is on the rise.
•Distributing the bicycle-friendly street networks
•Low-carbon lifestyle becomes popular.
•Bike rental scheme and storage management are highly
successful.
•Bike culture and educational activities is on the rise.

4. Trends in Asia – Legislation and implementation (spending)
•Japan •Korea
- Japanese transportation policy and investment has encouraged Green New-Deal Policy
bike-and-ride system development – to get public transport system
Announced in 2008 which contains building of national
more efficiency.
- Spending on transport system to create an appropriate atmosphere bicycle path network. The whole plan aims to establish
for cycling . “green" transportation networks, including low-carbon
- Higher ownership cost - to discourage auto use: in Tokyo, auto emitting railways, bicycle tracks & other public transport
registration averages $1,000 a year; parking fines can be as high as systems. The total costs of this plan worth over $38bn ( £
$1,500; gasoline costs 3.1 times the U.S. rate and tolls on a sixty-mile 25bn) in environmental projects
trip can cost $60.
- To ↓ average point-to-point travel time throughout metropolitan
areas
•Singapore •Summary
43 million Investment - To achieve cleaner transport through Legislation and Government implementation is on the rise .
cleaner diesel vehicles and cleaner forms of commuting to For sustainable development & international requirement of
encourage cycling and walking with investments in CO2 reduction that governments have set targets to reduce
infrastructure such as covered link-ways, cycling paths and CO2 and green house gases aligned with global leaders:
parking facilities for cyclists at Mass Rapid Transit (MRT) have to consider sustainable transport options;
stations.

5. Trends in Asia - Bike Path and Road Safety
•Japan •Korea (e.g. Seoul)
- By 2000, more than 121 paths through out the country; -The 120-billion-won (88-million-dollar) plan is based on a "road diet "
programme → the number of lanes for passenger vehicles in major
more bike paths are still in the planning or constructing
roads will be cut to create new cycle paths.
stage. -Currently only 1.6% of all commuters use bicycles in Seoul, partly due
- The Fundamental Traffic Safety Programs (FTSP) ; Since to a lack of dedicated paths → The city government wants to criss-
1981, 3rd FTSP focused on Improvement of sidewalks, cross this to 4.4% in 2012, 7.6% in 2016, and 10% in 2020 .
community roads; shared pedestrian and bicycle lanes; and -The city will also construct bicycle parks at 16 subway stations -
sidewalks for elderly and disabled persons. complete with shower rooms and lockers for cyclists before they transit
to the subway.
•Singapore •Summary
Land Transport Authority (LTA) will + community stakeholders
(IMCSD) to implement safety cycling networks:
Distributing the bicycle-friendly street networks
-In Housing Development Board (HDB) towns → to improve - Construction of bike lanes and road safety
access for cyclists & enhance pedestrian and cyclist safety . continue on rise;
-Besides HDB towns, LTA will also examine the feasibility of
implementing cycling paths in new districts such as Marina
Bay.

6. Trends in Asia – Hire Scheme
•Japan •Korea
Bike-and-Ride System Free Rental Bikes at Bukchon Hanok Village
Since 1990s, an elaborate bike rental system have -Tourists will be provided with free rental bikes .
developed and coordinated with the rail systems in several
cities in Japan, with support from the Ministry of
-Bike rental service has been promotes as part of
Transportation. the city gallery project to create Bukchon as a
cultural & bicycle-friendly tourism spot.
•Singapore •Summary
-LTA will provide more and better designed bicycle parking Bike rental scheme and storage management are
facilities near MRT stations to help cyclists transfer to the highly successful which also providing economy
public transport system for longer distance travel. As a start,
LTA will build over 1,200 additional cycle parking lots in
opportunities, including attention to bicycle assembly
Tampines, Pasir Ris and Yishun towns by 2010. and repair workshops, goods hauling services,
-Beyond this, LTA has also worked with public transport mobile retail services, courier services, and secure
operators to allow foldable bicycles on buses and trains bicycle parking services.
during off-peak hours.

7. Trends in Asia – Education
•Japan •Korea
Shift From Owning Bicycles to Using / Sharing Bicycles -South Korea is one of the world's most vulnerable countries to oil
shocks - bikes have been used as a national agenda to fight high oil
(1)Bike Culture integrated into Public Transport System
prices.
(2)Bike Culture Provide a New Economic Competitiveness -For international sustainable development requirement that biking also
for: suburb-to-central city travel & suburb-to-suburb travel helps reduce carbon dioxide emissions , the main culprit behind global
markets. warming & solve the looming energy crisis.
(3)Bike Culture of Bike Sharing : sending recycled bicycles -On the other hand, mountain biking become more and more
to developing countries popular as a fashionable exercise and being widely promote by
bicycle societies.
•Singapore •Summary
Cycling is a Leisure Activity Rather Than a Means of Transport
(1)Mountain Biking: keeping with green ideals of living that Bike culture and educational activities is on the
would blend well with the possible development of a Bicycle rise . As there is a shift from automobile to bike,
City - could serve to bolster the country ’ s green efforts .
(2)The Green Transport Date Campaign: a series of campaigns
and from owing bike to sharing bike in some
to encourage more Singaporeans to take up greener forms of Asian countries.
transport and to gradually reduce their dependence on
privately owned cars .

8. Trends in China
•Overview
• Bike paths on the rise
• Hire scheme is a success
• Government legislation and spending is on the rise
• Education in schools is on the rise

9. Trends in China-Legislation and implementation (spending)
•Now
•The existing laws and regulations related to non-
motor are mainly focusing on the basic traffic rules
or protecting ownership As to now, there is no
perfect laws or regulations linking non-motor
management with sustainable environment
development.
•Future
•As the environment issue is getting vital, many
cities such as Shanghai, Hangzhou, Wuhan, Xi’an
etc. are considering spend much more in improving
the bicycle facilities.

10. Trends in China - Bike Path and Road Safety
•Now
•In many cities, there is no bike path in the
central district. For example, bicycles are not
allowed near the bund, Nanjing Rd., etc. Also,
even in the available streets, the road
conditions is not safe enough.
•Future
•As the encouragement of using bicycles
from government and growing emphasis on
environment, things are changing. By 2020,
as a trial, shanghai will finish 25 bicycle lanes
in the Hongkou District.

11. Trends in China – Hire Scheme
•Shanghai
•Intro:
Shanghai selected Zhangjiang Hi-tech district to make an experiment for rental bikes
in the September in 2008. One year later, it had got 33 service spots and about
800 bicycles in operation and each bike was supposed to be used 5 times a day.
Another rental bike system was launched earlier in Minhang district.
•Scheme:
Zhangjiang Hi-tech: for becoming a member, you need to pay an annual fee.
Minhang: You will get a points card (100 points initial). 2 points will be added into the
card if you return the bicycle in time. Otherwise, some points will be cut from the card
as punishment. Cards is no longer able to be used when out of points.
•Pros & Cons:
After 2-3 years monitoring and observation, it seems that the system in Minhang runs
better than the one in Zhangjiang.

12. Trends in China – Hire Scheme
•Hangzhou
•Intro:
Hangzhou has started its Free Rental Bikes System since the May in 2008. After about 3
years development, it got a huge success. As one of the most famous tourists cities in China,
bicycle is an exclusive choice for Hangzhou to release the traffic pressure. Nowadays, it is
popular not only among citizens but also among tourists. By the end of 2008, it has over
360 service spots in 6 different districts around the city.
•Scheme:
You can rent and return a bicycle by using Hangzhou Traffic IC card. (Tourists can use a
special temporary card) at any service spot in the city.
<1hr: free; 1hr< and <2hr:1rmb; 2hr< and <3hr: 2rmb; >3hr: 3rmb/hr
If you use the traffic IC card for other transport such as buses and metros before renting
bicycles, you can get additional 30mins free time .
•Pros & Cons
Pros: enough spots for convenient transition.; user-friendly renting & returning process;
release the traffic pressure.
Cons: no further development since 2009; Paths conditions need to be improved.

13. Trends in China – Hire Scheme
•Wuhan
•Intro:
Wuhan started the hire system since 2009. However, the development is still
behind Hangzhou. As the shortage in number of service spots, it is still not
convenient enough.
•Scheme:
You can get a membership card for free after offering your ID information
and fulfilling an application form..
You can use the bicycle for 4 hrs every time. The duration for renting service
is 7:00am-9:00pm.
•Pros & Cons:
Pros: a good try which is welcome by citizens; release the traffic pressure; an
economical way for tourists to tour the city; good to environment.
Cons: service spots for renting, mending and parking are far away from
being enough; still need to find a solution to make the riding experience
more comfortable (Wuhan is too hot to ride).

14. Trends in China - Education
•Beijing
•During the 2008 Olympic Games, Beijing
government encouraged to go out by
bicycles and limited the vehicles using for
reducing the CO2 emissions. They tried to
rebuild the image of riding as fashionable
and ecological.
•Shanghai
•“Better City, Better Life”. To realize what the
slogan says, Shanghai government
organized a series of environment-protecting
events including cultivating the hobbit of
biking.

15. COOLBIKE in Shanghai
•Some facts for biking in Shanghai :
-Number of bikes: about 13.4 million; number of
pedal bicycles: 1 1million; the number of electric
bicycles: 2.4million
-Paths available for non-motor: 40
-Paths only for motor: 56
-About 28% citizens, 13 million people, still use
bicycle for transport.
-Government encourage new transport mode:
Bus + Bicycle.

16. The Sustainable Biking Trends in Shanghai
•Bike paths on the rise
-25 new bike paths will get finished in Hongkou
district by 2020.
•Hire scheme is getting improved
- Got a lot of experiences from the trial in
Zhangjiang and Minhang districts.
•Legislation and spending is on the rise
- The government will spend more in improving
the felicities for biking.
•Education after EXPO is on the rise
- After EXPO, eco-lifestyle has become a new
fashion and biking is an important part.

17. COOLBIKE in Shanghai - Goals
4/Make biking as a lifestyle
3/Do good to environment by using bike
2/Indicate bike is a potential transport tool
1/Encourage people to choose a bike

18. COOLBIKE in Shanghai – Key Values
•Attributes:
•Riding outside
•Meeting friends
•Renting & sharing bicycles
•Benefit: •DNA:
•Having fun
•Keeping healthy
Good to people
•Making friends Good to environment
•Making life more convenient Good to life
•Improving the environment
•Values:
•Fun, enjoyable, sociable, free,
sharing
•Fashionable, urban,
•Healthy, relaxing
•Personality:
•Self-expression, passionate,
friendly, responsible,
ecological, independent

19. COOLBIKE in Shanghai – Core Target
CHINESE
URBAN MAKE ME FEEL & MAKE ME LOOK
•Passionate, energetic but also decent and sensible.
•Pursuit for happiness but also care about environment
YOUTH
•Sociable, friendly but also independent and self-
expression

20. COOLBIKE in Shanghai – SWOT Model
•Strength
-Lots of successful experiences from European
sustainable biking development •Weakness
-A passionate, creative and professional team for -Lack of related experiences and
planning and execution references in China
-Connecting COOLBIKE with our other -Lack of support from local government
undergoing projects (urban farming, eco-design -No strong target engagement and
fair etc.) to make it more interesting and diverse involvement which lead to the relatively
-Good relationships with some design agencies low loyalty
whose staff are our main target
•Opportunity •Threats
-Infrastructure: move towards safer, regulated, non- -Perceptual issues with bike riding in china
polluted and connected pathways -Safety: paths are unsafe, unregulated
-Put in place bike hire scheme proven to be -Security: too many bikes stolen
successful -Ease of connection: bike paths are not
-Incentives to ride bikes: Enterprises could see this connected, many roads do not allow bikes
as their social responsibility and part of their -Integration with other modes of transport:
overall plan to reduce CO2 and air pollution -No amenities to support a bike community,
-Government to put legislation and schemes into such as, lockers, showers, at business sites
place to support bicycle usage -Pollution and weather

21. COOLBIKE in Shanghai - Platforms