Shanghai's long-established bicycle brand Phoenix has opened its first brick-and-mortar flagship store for its premium sub-brand Fnix.

Located in Livat Shanghai shopping center, Fnix Space showcases the brand's complete lineup of road bikes, mountain bikes, electric touring bikes, and more.

In recent years, e-bikes have surged in popularity overseas, and Phoenix's lithium-powered models have performed strongly in international markets. At Fnix Space, visitors can see the China-market debut of the "Time" (Chinese: 时光) electric touring bike, which launched earlier this year.

The model features a sleek, minimalist design available in deep black, glossy gray, and latte coffee. Its motor, developed over seven years of research, delivers precise, responsive pedal assistance. Riders can choose from five levels of electric support, with a range of 150-180 kilometers at the lowest level and about 70 km at the highest.

Fnix has steadily strengthened its presence in professional cycling through team sponsorship, race naming rights, and city cycling events. Inside Fnix Space, visitors can view championship-winning bikes ridden by Fnix-sponsored continental teams, now also available for purchase.

In 2024, Phoenix sponsored the Tour of Shanghai and supplied Fnix race bikes for the competition. This year, the brand deepened its involvement by partnering with the Chinese professional road cycling team Hengxiang, establishing the Fnix-SCOM-Hengxiang Cycling Team. Team riders compete on Fnix road bikes in events such as the Tour of Thailand and Tour of Hainan, delivering notable performances.

As cycling continues to evolve from a mode of transport into a lifestyle and cultural pursuit, Fnix Space integrates diverse experiences to engage visitors. The store features smart cycling trainers that replicate professional training conditions, provide real-time performance data, and allow users to join virtual competitions remotely.

If you go

Address: 50 meters north of Gate 4, Livat Shanghai (No 788 Jinzhong Road, Changning district)

Business hours: Daily, 10 am to 10 pm

Source: Official WeChat account of Changning district information office at "shchangning"