Text & Photos: Daphne Chen (Wheel Giant)

On January 9, Giant Group held a media briefing to announce its new leadership and strategic direction for 2025. Young Liu has been appointed as Chairman, while Phoebe Liu takes on the role of CEO, marking the beginning of a new era for the company.

Since the COVID-19 pandemic, the bicycle industry experienced a surge in demand, but as the pandemic eased, market demand dropped significantly, leading to challenges such as excess inventory and financial pressure. Giant, like many in the industry, faced market turbulence and internal adjustments.

Despite these challenges, Young Liu and Phoebe Liu remain cautiously optimistic about the market in 2025. Young Liu emphasized that the worst is behind them, and the focus now is on managing inventory efficiently and responding to market shifts with precise strategies. He highlighted that Giant will focus on improving sales channels, strengthening its value chain, and leveraging digital applications to enhance operational efficiency.

Phoebe Liu, with 20 years at Giant, shared her vision of creating a positive workplace culture and enhancing employee development. She emphasized the importance of building a happy and supportive work environment where employees feel proud to be part of Giant. She also highlighted the continued integration of brands such as LIV and CADEX into Giant’s portfolio, aiming to expand into emerging markets. During her previous role as Brand Director, Phoebe Liu repositioned the brand and created the "GIANT GROUP," adding value for consumers through both products and services. Over the past eight years as Brand Director, Phoebe Liu redefined the brand and established "GIANT GROUP," integrating LIV, MOMENTUM, and CADEX to add value for consumers. With 20 years of experience at Giant Group, Phoebe has built a strong foundation in the industry and has worked closely with Young Liu for more than a decade, developing a strong professional synergy.

While the post-pandemic market recovery presents challenges, Young Liu stressed that Giant is taking a flexible approach, optimizing sales processes and accelerating its global market presence, with an expected 10% revenue growth in China in 2025.

Looking ahead, Giant Group will continue to focus on the "Raise the Bar" vision, delivering excellence in products and services while actively driving digitalization and ESG (Environmental, Social, Governance) strategies for long-term sustainability.

This leadership transition and strategic shift signify Giant's determination to maintain its position as a leader in the global bicycle industry and its readiness to tackle future market challenges.