On April 27th, Keep’s heavyweight cycling event “Good Riding Festival” welcomed the first offline event of its second season in Shanghai. Cycling enthusiasts in Shanghai gathered at the World Expo Celebration Square to enjoy this large-scale event specially designed for cycling. The event site not only features a rich interactive experience and a dynamic cycling event, but also a 100 person cycling team led by the two time Olympic women’s cycling champion Zhong Angel from Tokyo and Rio, to experience the beauty of Shanghai and pass on the joy of cycling.
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New gameplay for popular event IP, Good Riding Festival takes you to stay curious
The 2024 Sports Trend Guide reveals that 2023 is a year of explosive outdoor sports, and cycling has maintained its popularity from the previous year, ranking among the top 3 in the online exposure index. With the popularity of cycling, the demand for content from sports enthusiasts is also growing rapidly: from January to October 2023, the number of notes related to cycling on social media platforms increased by nearly 400%, with over 1.8 million notes and nearly 1.3 billion views on the topic of cycling. In this trend, cycling related activities and competitions are becoming increasingly popular.
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In the golden autumn of 2023, Keep Cycling Festival was launched for the first time. Through an autumn cycling carnival, indoor and outdoor cycling scenes were connected, bringing together family dynamic bicycle users, outdoor cycling users, and daily commuting users, bringing more possibilities for cycling. The event attracted over 6.5 million cycling enthusiasts upon its launch, with nearly 1 million core users cycling for over 7 consecutive days, covering 350 large, medium, and small cities across the country. With such enthusiasm, Keep will once again launch the second season of the Good Riding Festival in 2024, with a variety of activities centered around four major theme stages, bringing cycling enthusiasts a whole year of fun.
The first stop of the Good Riding Festival in 2024 was jointly launched by Keep and Uni President Green Tea, with the vitality of brands such as JD 3C Digital, Yizimei, and Yongjiu Bicycle. The event lasts for one month and is themed around the Spring Riding Treasure Hunt Plan. Users can redeem “Good Riding Vouchers” by completing indoor and outdoor cycling, participating in topic interactions, and completing designated tasks. They can participate in daily lucky draws, and the prizes include nearly 600 Keep bicycles, Uni President Joint Gift Boxes, Keep B4 wristbands, Uni President Green Tea, etc., with a maximum value of 1999 yuan. In addition, this Good Riding Festival also encourages users to discover cycling routes during cycling, setting up four directions: city top routes, city hidden routes, natural wilderness routes, and hardcore challenge routes. Finally, 12 routes were selected, including “Beijing style Night Riding Palace Museum”, “Fatong Avenue Hidden Treasure Route”, and “Riding Along the Yangliu River in Meishan”, providing reference for cycling enthusiasts nationwide.
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In addition to a variety of online activities, the 2024 Good Riding Festival will also incorporate a large-scale offline carnival, with each stage featuring an offline cycling carnival as a Happy Ending, bringing cycling enthusiasts a joyful cycling social experience. The second season of Keep Good Riding Festival, the first offline event in Shanghai, with the theme of “Spring Riding Treasure Hunting Plan”, starts with a smile warm-up exercise led by Keep celebrity coaches, and reaches its climax in the cheers of the 100 person cycling team’s urban parade. The Hundred People Cycling Team is composed of four famous cycling teams in Shanghai: Zhong Angel Cycling Club, PLAYER, MFSH, and W ò Men Ride Club. They tour four popular local cycling routes in Shanghai, delivering the joy of cycling to the streets and alleys of Shanghai in spring, attracting passersby to stop and cheer for photos.
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From I to E, Keep breaks down indoor and outdoor cycling barriers
Keep’s first intelligent dynamic bike C1 was launched in 2019, advocating to help users move professional dynamic bike rooms home. They immediately submitted an excellent answer sheet: on the following year’s Double 11, the single product won a 24% market share in the Tmall dynamic bike category. Subsequently, Keep successively launched C1 Lite, C1 Pro, and C1 Mini that were adapted to different user needs. Throughout 2022, the Mini alone sold 100000 units in Keep’s smart bike lineup, becoming the first smart and dynamic bike product in China to exceed 100000 units in sales.
With the continuous enrichment of the product matrix, Keep has launched live broadcasts, 17 Cycling Days, Real Feeling Cycling Series special topics, and 88 Day Check in cashback activities. This not only drives the intelligent hardware of dynamic bicycles to quickly become the first choice for ordinary family sports from professional equipment in the gym, but also inspires the industry. By deeply cultivating online immersive courses, users can improve their sports experience.
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In 2023, with the rise of outdoor sports, Keep has also launched an intelligent bike Mini self generating version based on user needs and market insights. The wireless plug free design allows you to ride anywhere, without worrying about socket positions or cable lengths. Whether it’s watching TV in the living room, enjoying the breeze on the balcony, taking care of babies in the nursery, or going out for a real and realistic ride, it can be easily satisfied and practiced at any time. The release of the self powered version of the bike, the rich real-life experience brought by realistic riding, and the online and offline rule setting of the Good Riding Festival, Keep rushes out of the living room door and opens up a deep layout for outdoor cycling.
In March of this year, Keep held an 8.0 version launch event and announced that it will invest more resources in outdoor scenes. As the first large-scale cycling event after the launch, the second season of the Good Riding Festival will also integrate various elements such as cycling content, routes, experts, clubs, dynamic bicycles, realistic riding, and lifestyle, breaking space limitations and bringing more interesting interactions and immersive experiences to cycling users, becoming a highly anticipated and popular cycling event.
Cross brand collaboration adds points to a healthy lifestyle
In recent years, people’s pursuit of health has become increasingly strong, from the strong milk cap in milk tea to returning to the fragrance of tea itself, a green and healthy lifestyle has become a new trend. As a leading brand advocating a healthy lifestyle, Keep and Uni President Green Tea’s collaboration not only advocates for a positive sports lifestyle and conveys the brand concept of Uni President Green Tea adding phenols to health, but also calls on the public to smile at life during sports, smile at partners in communication and interaction, smile at the city when shuttling through streets and alleys, and smile at the earth when using cycling instead of private cars for travel. Through the linkage between brands and the interaction between brands and users, the relay of larger, farther, and happier smiles.
Nowadays, as an effective way to enhance brand influence and reach a wider audience, there are numerous cases of brand collaboration. The cooperation between Keep and Uni President Green Tea’s Good Riding Festival not only allows more people to feel the joy of cycling, but also drives cyclists to slow down and experience the different scenery of the four seasons through city shuttles in the current tense and fast-paced life, enjoying the beauty of life, relaxing their body and mind, and obtaining a healthier physical and mental experience. The physical and mental health of the general public is the cornerstone of a healthy society, and it is also an important part of every company’s practice of corporate social responsibility.
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Li Dong’an, a senior researcher at Keep Sports Research Institute, said, “The rapid growth of cycling not only enhances people’s physical fitness and improves the overall health level, but also drives the vigorous development of the cycling economy. From coffee shops on cycling routes to new leisure and vacation options with a focus on cycling behavior, to the localization of international cycling events, as well as employment and investment in related industries, the cycling economy holds broad development prospects. In the future, Keep will continue to explore new growth points of cycling, provide users with high-quality products, courses, competitions, and cooperation, and let cycling – the most familiar sport for Chinese people – show greater charm.”
It is understood that the first stop of Keep 2024 Good Riding Festival in Shanghai is just the beginning. On May 18th, June 22nd, and August 3rd, there will be cycling races, carnivals, and other activities to meet everyone in the three popular cities of Zhengzhou, Guangzhou, and Wuhan. In the upcoming May Day holiday, the second season of the Good Riding Festival – “So You Are Such a Cycling Youth” will take over the “Spring Riding Treasure Hunt Plan” and log in to Keep App. On May 18th, a fun cycling race will be held in Zhengzhou, bringing cycling enthusiasts a richer sports experience and igniting the charm of Zhengzhou with cycling passion.