The Phoenix rises

New models in the shop. Photo provided to Shanghai Star

Less than 10 days later, the company had received more than one thousand responses. Among them was a beautiful phoenix logo designed by a man surnamed Zhou.

The name had multiple meanings. The phoenix is an auspicious symbol in Chinese culture, and as the legendary king of birds, the symbol also suggested potential market dominance.

On January 1, 1959, after getting the blessings of premier Zhou Enlai, the company formally registered the "Phoenix" trademark, and the brand was formally created. By February, the first batch of 1,000 bicycles was completed after conquering technical difficulties in design and production.

On September 14, 1980, the Phoenix became the first Chinese-made bicycle to enter the European market.

Since the first 10,000 QE65 Phoenix bikes were exported to Italy in 1980, more than half a million had been sold to more than 50 countries including the United States, Germany, Britain, up till 1987.

By the 1990s, bicycles became more affordable as foreign players joined the fray within China, intensifying the competition.

To better cater to the demand of customers, Phoenix started to redefine its market position in branding and products, and applied a series of adjustments in terms of management structure, business model and sales channels in 2010.

Like everything else in China, the "san da jian" (three essential items) of watch, bicycle and sewing machine crucial for celebrating marriage have been upgraded, and a house, a car and a significant savings account now replace these simpler offerings.