VanMoof brings a Dutch take on mobility to Japan - Part 2
A Dutch e-bike manufacturer adjusts its offering to succeed in Japan
Dutch manufacturer VanMoof is famous for its stylish and cutting-edge electric bicycles. The e-bike maker launched in Japan in 2017, before expanding to other Asian cities in 2018. VanMoof’s Tokyo store currently sells two models of e-bikes - the original S3 and the X3, for smaller riders - both with a distinctive design that integrates batteries and lights into the frame. We spoke with David Robert, Brand Content and Marketing Manager at VanMoof to learn how VanMoof entered the Japanese market and convinced style-conscious consumers to buy its premium products.
In part two of this interview, we discuss what makes Japanese customers different and how VanMoof’s is trying to make cities more sustainable. See part one to learn why VanMoof chose to focus on the Japanese market and what it had to change to succeed in Japan.
Cycling is a global behavior but cycling culture is local
mct: Although Japan has high ridership numbers, its bicycle culture seems quite different from the Netherlands - We see Japanese kids on bicycles (often on the sidewalk!) while parents often use heavy bikes with front and rear child seats to do the school run. Bicycles are predominantly used for short-distance trips since Japanese cities have very well developed public transit systems. How did VanMoof achieve relevance in Japan?
DR: We always say that biking is a global behavior, but each usage is very local and unique. The reason people use bikes and the way they use it changes a lot between countries, influenced by the city design, infrastructure, distances between places, safety aspects etc. Therefore we need to adapt our products, regulations and messaging to each new country. Our goal is always the same, no matter the city or country, we want to help reinvent cities, with the bike as our means.
Peace of mind is a powerful motivation for Japanese customers
mct: Right. Earlier in our discussion, you described how you adapted your product to the reality of Japan. What else did VanMoof discover about the Japanese market and cycling culture?
DR: One thing that we discovered has to do with security and an insurance policy that we sell. Our bikes are fitted with tracking technology, so if a bike gets stolen, we promise to find it for the customer, and if we can’t find it, we will replace it with a new one. This is particularly suited for Europe and the US, where bicycle theft is a really important issue. If you have a 2.000 Euro bike in Paris, you shouldn’t leave it on the street. Japan, on the other hand, is relatively safe, and it’s generally safe to leave a bicycle on the street. Nonetheless, our highest sales for this insurance service are in Japan. This shows a very interesting consumer motivation, typical to Japan – People are ready to purchase an extra service for peace of mind. In this way, they don’t have to worry about it getting damaged or stolen.
