Work Cycle
Category: Local Champions By : Ardian Wibisono Read : 942 Date : Friday, June 02, 2017 - 17:40:54




Ahmad Zamroni / Forbes Indonesia

PT Wijaya Indonesia Makmur Bicycle Industries (Wimcycle) is a pioneer of the bicycle industry in Indonesia, and claims to be the country’s biggest bicycle producer. Besides Wimcycle, other big players are PT Insera Sena, that produces the brand Polygon, and PT Terang Dunia Internusa, with the brand United Bike. Wimcycle’s two factories in Gresik produce 100,000 bicycles a month for the domestic and international markets, exporting to over 20 countries. Aside its own brands of Wimcycle, Adrenalin, and Thrill, the company also produces OEM bicycles for major brands such as Cannondale, Mongoose, Kawasaki and Schwinn.

Founded by Hendra Wijaya in 1972, the company is now run by the second generation of the family, siblings Andee Widjaja and his sister Anne Widjaja. Despite slowing demand in the past couple years, the bicycle market in Indonesia remains promising due to the huge population and growing awareness of healthy lifestyles. The Indonesia Bicycle Industry Association (APSINDO) says that annual bicycle sales in the country are around five million units, lower than the record of seven million sales set in 2011. Andee says his company probably has about 10% of the domestic market. One big challenge for local bicycle makers is the flood of cheaper Chinese bicycles. Because the barrier of the national standard (SNI) obligation, many Chinese bikes arrive instead as components that are assembled in Indonesia, thus circumventing the rule.

“Indonesia is a very huge market, we are China’s third largest market after the U.S. and Japan. That’s why now we are going to focus on building our own brand and to grab back the domestic market, if we get another 10% that is already a good figure for us,” says Andee (47), who joined the company after graduating with a BA in business from Toronto University in 1991.

Wimcycle has had its ups and down. Andee says the company began exporting its bicycles for other brands in the 1980s and gained traction after the Tiananmen Massacre in 1989 led to economic sanctions against China. With Chinese companies unable to export to U.S. and Europe, it opened an opportunity for Wimcycle. Andee remembers the company doubled its production capacity and was able to export 100% of its output. 

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