Bicycling to Save Beijing, an initiative started by Beijing native Duan Luo to promote bike riding in the city, goes for a unique low-key approach that fits Duan's views on changing people's behavior.
After quitting her job in media three years ago, Duan, in her early 20s, opened her bike shop and publication design studio Simple Life 100.
It is a natural choice for Duan, who has been interested in bikes her entire life. After experiencing the air pollution of in her hometown, Duan felt compelled to do something about it.
Duan's modest bike shop is tucked in the center of Beijing down an old alleyway dotted with cafes and shops selling original handicrafts and T-shirts. Duan's shop sells up-market bikes such as Budnitz, State Bicycle and Union.
Duan's fascination with exported bikes has a lot to do with her travels abroad, especially in developed countries.
"During my travels, it was common to see commuters on bikes. And rental bikes are very easy to find," said Duan. "But China has yet to outgrow its reliance on automobiles as a major way of transport."
While it is not obvious when China will reach its peak automobile use, Duan is confident that the trend she witnessed abroad will materialize in China eventually.
However, Duan takes a different approach than most other organizations in achieving this change.
"I don't foist my belief on others, and I don't ask people to ride a bike because I like riding bikes. Some people say cars don't cause smog but central heating does because they don't want to take responsibility for the city's polluted air. It's hard to change people when they think like this," Duan mused.
"I also don't want to spread myself too thin. I won't try juggling more than I can manage at a time," said Duan. Apparently, that is why Bicycling to Save Beijing has mostly kept to itself, with no record of organizing any event to promote bicycling or cooperation with any other environmental protection campaign.
Hardly the scale of ambition implied by the lofty-sounding "Bicycling to Save Beijing," until you hear Duan's explanation.
"I'm not looking to change everyone," Duan said. "Those who resonate with this expression of Bicycling to Save Beijing will understand what I'm trying to do and they may choose bikes when they could drive cars. A lot of people, such as tourists, wouldn't care about saving Beijing."
The prices of the bikes Duan sells range from several thousands to tens of thousands of yuan. Even though Duan's shop only sells two or three bikes a month on average, that doesn't seem to bother her.
"I don't do this for money. I've loved bikes since childhood. I have other businesses, such as my design studio for publications. I just like to do what I want to do, and if what I do could help fight Beijing's pollution I can't see why I shouldn't," said Duan.
She is quite confident about her niche strategy, despite there are so many rental bikes with attractive hourly rates available in Beijing.
"My bikes are fine, durable works of superior craftsmanship that last for decades," said Duan. "Pit my bikes against rental bikes in that time frame and it's easy to tell which one is more economic."
With rental bikes offered by the local government and start-ups becoming increasingly common, Duan said she saw more people riding bikes, which is a good thing. "With so many people sharing one bike and there is potentially an issue of hygiene," said Duan.
"Commuters may also want to own a bike rather than rent one because you can add all kinds of accessories, like baskets and strap-on saddle bags, to your bike. The freedom to add a personal touch to your bike does not come with rental bikes."
