GiantGroup esg
Steady Succession and Agile Innovation
Giant Group’s New Leadership Team
Guided by the vision of “Raise the Bar,” Giant Group has long been committed to driving the evolution and innovation of the global bicycle industry, serving as a crucial catalyst for integrating the industry value chain. In light of rapid changes in the worldwide market, the Group welcomes its third leadership transition since its founding. This new team combines steady succession with agile innovation, injecting fresh momentum into future development. Former CEO Young Liu has stepped into the role of Chairman, while Phoebe Liu, previously the Chief Branding Officer, has been promoted to CEO. This marks a significant milestone for the company. The transition represents a strategic continuation of our vision, emphasizing steady succession and agile innovation. The combination of Young Liu’s operational expertise and Phoebe Liu’s innovative brand strategies will lead Giant Group into its next phase of growth.
The Chairman’s Commitment and Vision: “Holding Customer Satisfaction in Our Hearts”
During his tenure as CEO, Young Liu led Giant Group as it achieved several significant milestones, fully utilizing the core advantages of the company’s value chain to enhance competitiveness. This comprehensive system improved operational efficiency and paved the way for future innovation and growth. Young Liu explains his core philosophy in the following sentence: “Holding customer satisfaction in our hearts.” He continued, “This is not just our business principle, but the guiding principle for all strategies and actions.” The Group emphasizes “Retailing Support” in the retail sector, focusing on consumer needs, thoroughly understanding their cycling experiences, and assisting channels in providing the right products and services, building lasting connections between consumers, channels, and brands. Looking ahead, Giant Group has proactively deployed multiple growth engines, including intelligent manufacturing, ebikes, the Dynamic Cycling Fitting (DCF) system, low-carbon products made from recycled materials, and bicycle customization. With these initiatives, the Group has established a foundation for larger-scale growth. We maintain a balanced focus on OE (Original Equipment) and OB (Own Brand) business models, striving to maximize value at every part of the industry value chain. In facing future challenges, Young Liu emphasizes the importance of innovation and agility. He will collaborate closely with the CEO to help business units develop their “autonomous nervous system,” meaning the ability to respond quickly. It enables the Group to adapt to market changes promptly while steadily generating profits. These initiatives will inject continuous momentum into Giant Group’s long-term development, ensuring our leadership as the industry evolves amid fierce competition.
The New CEO’s Capabilities: Keen Insight and Value Creation
Phoebe Liu’s career path showcases her professional attitude and strong sense of responsibility. She believes that every Giant employee, including herself, is a vital driver of the company’s mission. She asserts, “Regardless of our starting point, once we join the company, we are regular employees responsible for realizing the corporate vision. Our task is not just to complete current work but to think long-term about creating greater value for the enterprise.”
Phoebe Liu’s achievements include:
- Building strong partnerships with OE customers: Maintaining stable long-term relationships with major clients to establish a solid business foundation for the Group.
- Turning gear business from loss to profit: Successfully restructuring and planning gear business to achieve profitability, demonstrating keen market insight and efficient execution.
- Brand and strategic innovation: Establishing clear multi-brand strategies and successfully facilitating the launch of multiple brand and product initiatives.
With her deep understanding of the supply–demand value chain, she can swiftly respond to market needs and address current challenges with future-oriented solutions. Moving forward, together with the Chairman, she will gradually accomplish the following tasks:
- Global localization and short-chain supply: Enhance supply chain flexibility and stability.
- Product and service innovation: Drive business growth through breakthrough innovations.
- Digital transformation: Accelerate digitalization to improve operational efficiency and consumer experience.
- Global market expansion: Strengthening the company’s global footprint by developing vibrant, localized market strategies.
The CEO’s Vision: Fostering a Culture of Well-being and Promoting Cycling
“This is a calling born from responsibility and mission that led me to take on this role,” says Phoebe Liu, reflecting on the decision to become CEO. She aims to further cultivate Giant Group’s culture of well-being, ensuring that employees feel empowered to grow, collaborate, and innovate. She emphasizes that employees should have opportunities to broaden their work scope and undertake diverse tasks. This not only enhances employee achievement and happiness but also stimulates innovation. Additionally, Phoebe Liu will focus on improving cross-functional collaboration efficiency, encouraging employees to embrace challenges and pursue breakthroughs within a secure framework. She asserts, “For me, employees are our family, and taking responsibility for all family members is my mission.” In addition to her focus on corporate culture, Phoebe Liu is passionate about promoting cycling as a key activity for fitness and well-being. “Cycling is a uniquely rewarding activity that connects people with nature, improves health, and brings joy. It’s one of the few sports that families can enjoy together, strengthening bonds and creating shared memories.” With advancing technology and growing participation, Phoebe Liu believes cycling culture will continue to flourish, becoming an integral part of more and more people’s lives.