Get to Know a Brand Every Week – NOVATEC

Taiwan Nofeike

NOVATEC

NOVATEC is the flagship high-end wheelset and hub brand under Taiwan’s JiuYu Industrial Technology. With more than 50 years of deep expertise in core bicycle components, the company centers on hub technology and carbon fiber wheelsets as its key competitive strengths. NOVATEC holds approximately a 25% global market share in the hub segment and is recognized as a benchmark component supplier in the industry.

I. Company History

Nofeike’s development has been underpinned by the accumulated expertise of Jiuyu Xingye Technology, enabling it to evolve from a local workshop into a global supply-chain giant. The key milestones are as follows:

• 1971: Jiuyu Industrial Technology was founded in Taiwan, with bicycle hubs as its core business. The company focused on the R&D and manufacturing of loose-ball and bearing-type hubs, laying the foundation for precision manufacturing.
• 1993: Established a presence in the Chinese mainland market by founding Shenzhen Jiuyu Transportation Equipment Co., Ltd., thereby achieving comprehensive coverage of the mainland market and extending reach globally, thus initiating a global production and sales network.
• After 2000: Launched the premium brand NOVATEC, targeting the professional racing and high-end cycling markets, while simultaneously expanding the wheelset product line to transform the company from a single-hub manufacturer into a comprehensive supplier of core components.
• 2014: Jiuyu Xingye was listed on Taiwan’s OTC Market (stock code 4559); in the same year, it launched the premium wheelset brand FACTOR, focusing on the high-end repair market and further enhancing its high-end product portfolio.
• 2015: Established the “Merida–Noppe Cycling Team” in partnership with Merida, sponsoring various cycling events both domestically and internationally to strengthen the brand’s image as a professional competitive team.
• 2016: Groundbreaking ceremony held for the Taizhou plant in Jiangsu Province, further expanding production capacity, optimizing the manufacturing footprint across Taiwan and mainland China, and enhancing global supply capabilities.
• Since 2018: The company has strategically developed emerging sales channels such as e-commerce and live streaming, sponsors more than 100 events annually on average, continuously expands into global markets including Europe, the United States, and Asia, and consolidates its leading position in the industry.

II. Key Technological Highlights

Noflyke drives innovation through patent-protected technologies, establishing three core technological barriers that underscore its industry-leading technical advantages:

1. Flower Drum Sealing and Transmission Technology

• Waterproof Design: Featuring a multi-labyrinth seal combined with oil seals, this design achieves industry-leading dust- and water-proof ratings, enabling the product to withstand harsh riding conditions and significantly enhancing its durability.
• Precision Bearings: Our in-house developed high-precision bearings feature a 2-front-4-rear bearing configuration, delivering high transmission efficiency, low energy loss, and minimal hub noise—perfect for professional cycling needs.

• Patent Portfolio: The company has accumulated more than 100 patents worldwide, covering multiple countries and regions including China, the United States, Europe, and Japan, and spanning three major categories: structural design, material application, and process innovation.

2. Lightweight and Stiffness-Optimized Carbon Fiber Wheelset Technology

• Carbon Fiber Grade: The high-end wheelset series utilizes T800/T1000-grade carbon fiber, offering a perfect balance of high strength and lightweight performance; for example, the Pro+ series weighs only about 1,270 g.
• Aerodynamic design: Optimized rim profile height (40–50 mm) and internal width (23 mm+), effectively reducing aerodynamic drag, enhancing riding stability during long-distance cruising, and delivering optimal performance in competitive racing scenarios.

3. Materials and Process Innovation

• Alloy Construction: The hub body is crafted from 7075 aluminum alloy, striking the perfect balance between lightweight design and exceptional stiffness; the spokes are high-end SAPIM components, offering outstanding tensile strength and fatigue resistance.
• Vacuum Compatibility: Mainstream wheelsets support both clincher and tubeless designs, enabling low-pressure riding for enhanced road feel and puncture resistance, while meeting the needs of diverse riding scenarios.

III. Product Updates and Iterations

Noflyer’s product lineup is rooted in the Flower Drum series and has gradually expanded to encompass a full range of wheelsets, offering tiered upgrades to meet diverse market demands. The core iteration roadmap is as follows:

1. Flower Drum Series (Core Foundational Product)

• Early period (1971–2000): Launched the Joytech loose-bead flower drum, adopted a cost-performance strategy, achieved mass production and widespread adoption, and laid the foundation for the market.
• Mid-term (2000–2015): Launched the NOVATEC bearing hub (N-series), introduced customizable color options, enhanced water resistance, and positioned the product in the mid-to-high-end market segment.

• Recent years (2015–present): Launched the Dura/ACE hub series, emphasizing lightweight design and high stiffness, compatible with both thru-axle and quick-release axles, and suitable for both disc and rim brakes, meeting professional competition-grade standards.

2. Road Wheelsets (Flagship Product Line)

• R4 Series (Entry-Level Premium): Aluminum alloy wheels with carbon fiber spokes, offering excellent value and catering to both training and daily commuting needs.

• R5 Series (Mid-Range Competition): Fully carbon fiber construction, with rim heights of 40/50 mm and a weight of approximately 1,640 g. Disc-brake models are the mainstream, making this series a best-selling, blockbuster product.

• R5 OE/Pro+ (High-End Flagship): Features T800 carbon fiber, an internal width of 23 mm, vacuum compatibility, and a weight reduced to around 1,270 g, while further optimizing aerodynamic performance and structural strength.

• LMPulse Series (Power Innovation): Optimizes hub drivetrain architecture to reduce energy loss, enhance drive efficiency, and deliver superior performance for long-distance riding and professional racing.

3. Mountain/All-Mountain Wheelset

• FACTOR carbon fiber mountain bike wheelset: featuring a wide rim design (37.5mm+), exceptional stiffness, and ideal for cross-country, downhill, and other demanding disciplines—the same model used in top-tier racing events.

• Leisure/Gravel Wheelset: Compatible with wide tires, puncture-resistant and durable, suitable for both paved city streets and unpaved trails, meeting the needs of recreational cycling.

IV. Corporate Culture

Nofeike upholds the core values of “craftsmanship, innovation, win-win collaboration, and sustainability,” thereby establishing a distinctive corporate culture system:

• Core Values: Quality is the foundation of value and dignity; we pursue perfection with almost exacting standards, making product quality the cornerstone of our corporate development.
• Brand Philosophy: Greatness with humility—upholding the spirit of craftsmanship, maintaining a low-key and pragmatic approach, continuously refining our technology and products, eschewing gimmicks in favor of steadfastly strengthening our core competencies.
• Innovative Philosophy: “Small Change, Big Difference” — focusing on refining product details to build cumulative core technological advantages.
• Social Responsibility: Sponsorship of more than 20 domestic and international cycling teams to promote cycling culture and support the development of professional riders; consecutive hosting of cross-strait youth cycling events for eight editions to foster exchanges between the two sides of the Taiwan Strait; promotion of green manufacturing, expansion into the e-bike sector, R&D of hub motors, and commitment to environmental sustainability.

V. Market Sales Situation

Nuofeike has established a global, multi-channel sales system, resulting in steady growth in market share and performance:

1. Global Market Share

• Flower Drum products: with a global market share of approximately 25%, the company consistently ranks first in the industry, producing tens of millions of units annually and providing component supply services to renowned bicycle manufacturers such as Giant and Merida.
• Wheelset Products: Ranked among the top five globally in the high-end carbon fiber wheelset market, with a leading market share in Asia and significant growth in Europe and North America, steadily expanding global influence.

2. Market Coverage

• Domestic Market: Covering more than 20 provinces and municipalities nationwide, with East China, North China, and South China as the core markets, we have established a dual-channel distribution model that integrates offline distributors with e-commerce platforms such as Tmall, JD.com, and live-streaming channels.
• Overseas Markets: Our footprint spans Europe and North America (including Germany, Italy, and the United States), Southeast Asia, Australia, and other regions. We have established subsidiaries or representative offices in multiple countries to build a comprehensive global production and sales network.

3. Sales Model

• B2B model: Providing supporting services to well-known bicycle manufacturers such as Merida, Giant, and XDS, supplying wheelsets and hubs for mid- to high-end models.
• B2C model: Leveraging NOVATEC’s retail channels to target the high-end repair market, serving cycling enthusiasts and meeting their personalized, professional needs.
• Event Marketing: Sponsorship of renowned domestic and international cycling events, including the Tour of China, the Tour of Qinghai Lake, and the European Classic Races, leverages the credibility of these professional events to boost product sales and reinforce the brand’s image as a leader in the industry.

4. Performance Development Trends

• Since 2020, driven by the global cycling boom and the rapid growth of the e-bike market, the company’s performance has steadily improved, with its carbon fiber wheelset products posting an average annual growth rate of over 20%.
• Following the launch of new products such as Pro+ and LMPulse in 2025, we will further expand our share of the high-end market and drive sustained growth in corporate performance.

Summary

NOVATEC leverages more than 50 years of technological expertise accumulated by the Jiuyu Group, with its patented hub technology and carbon-fiber wheelset manufacturing processes as its core competitive strengths. Its product lineup spans from entry-level to flagship models, catering to riders at all skill levels. Upholding a culture of craftsmanship and innovation while balancing commercial viability with social responsibility, NOVATEC enjoys a leading global market share and operates a diversified sales network, making it a benchmark company in the bicycle components industry—renowned for both its technical prowess and brand influence.