Guangdong cruiser group with nearly 500 members helping to drive consumption.
When Zhu Yijun first tried to organize group motorcycle rides, bringing enthusiasts together was a lonely mission.
"I used to shout myself hoarse, and nobody would respond," Zhu recalled.
Years later, his experience has become a symbol of a broader transformation sweeping China's motorcycle scene. Today, rather than being a voice shouting in the wilderness, a single message from Zhu in a riders' social media group chat can bring dozens of people together within hours.
Zhu's cruiser community in South China's Guangdong province has grown to nearly 500 members, connected not only by the motorcycles they ride, but also by a shared appreciation for retro design, photography, fashion and the freedom of the open road.
At a gathering on Sunday at the CFMOTO Shunde store, more than 30 motorcycles lined up at once.
Some riders had traveled from Dongguan, making a 200 — to 300-kilometer journey simply to meet fellow enthusiasts. CFMOTO is a Chinese powersports company based in Hangzhou, Zhejiang province, founded in 1989.
"For riders, the motorcycle is only the beginning," Zhu said. "What matters is the lifestyle built around it."
That lifestyle — from carefully selected riding gear and scenic routes to photography and coffee stops — has helped turn motorcycles into a new form of social connectivity. Many newcomers first encountered the culture through online platforms, where images of customized bikes and group road trips inspired them to join the community.
For Zhu, who began photography in 2018 after working at a motorcycle club, this change reflects the rapid evolution of the country's riding culture. In the past, many enthusiasts focused on sports bikes or imported models, which were often costly and inconvenient to maintain. The arrival of new domestic high-performance models — including CFMOTO's 450SR — helped open the door for more riders to enter the market, he said.
For Liu Jinlin, a Generation Z rider, motorcycling offers rare moments of both intense concentration and a sense of freedom.
His first motorcycle was a CFMOTO 450SR. Since then, he has come to view riding as a way to enter a "flow state" — a temporary escape from everyday pressures.
While pursuing a master's degree in public administration at the University of Macau and running a startup, Liu returns to Changsha, Hunan province, on weekends to ride with friends. Together, they explore mountain roads, stop for coffee and exchange ideas about motorcycle modifications.
"It is a temporary escape from reality that helps me return to my studies, work and life with more energy," he said.
For Liu, customization is what transforms a motorcycle from a machine into a personal statement. Enthusiasts now share advice on suspension upgrades, tuning and maintenance, allowing newcomers to learn from experienced riders and build connections before they even hit the road.
"The factory gives the motorcycle its body, but the owner gives it its soul," he said.
Zhu and Liu are part of a fast-growing motorsports community in the country. The China Chamber of Commerce for Motorcycle said the country's production and sales of leisure motorcycles above 250 cc in 2025 reached 953,700 and 952,300 units, respectively, rising 23.3 percent and 25.87 percent year-on-year. The growth highlights a shift in consumer demand — from basic mobility toward higher-quality leisure experiences, personalized choices and lifestyle-oriented consumption.
The growing enthusiasm for motorcycles has also been fueled by the rising international profile of Chinese brands on the racing circuit. Motorcycle startup ZXMOTO secured two historic wins at the Superbike World Championship (WorldSBK) earlier this year, kickstarting nationwide attention and interest in motorsports.
Samantha Liu, senior director of the brand management center at CFMOTO, has witnessed this transformation over her two decades in the industry.
"Motorcycles used to be mainly tools for commuting. Today, young people buy motorcycles to express themselves," she said.
She said different motorcycle categories now represent different lifestyles. Sport bikes attract riders seeking speed and performance, adventure motorcycles appeal to those eager to explore new landscapes, while cruisers offer a more relaxed riding experience focused on comfort, scenery and companionship.
"As spending power increases and racing culture continues to grow, motorcycles naturally move into the mainstream," she said.
The company has established a strong presence in all-terrain vehicles and motorcycles, with products sold in more than 100 countries and regions.
The company has increasingly invested in building communities around them.
"Motorcycling is naturally community-oriented. It is built around interaction, sharing and group experiences," she said.
To encourage this culture, CFMOTO launched the Morefun app, creating a digital space where riders can exchange maintenance knowledge, share riding routes and discuss ownership experiences.
wangzhuoqiong@chinadaily.com.cn
