GROUNDING LOCALLY TO GO GLOBALLY THE NEW GENERAL MANAGER OF MERIDA, VASEN TSENG, THINKS BIG

When we visited Merida, it was the first day Vasen Tseng officially took the position as General Manager.

Despite the immense responsibilities that come with being a third-generation heir to an international corporation, Vasen appeared unfazed due to their extensive experience in production, manufacturing, and marketing. During the interview, rather than exhibiting the expected pressure, Vasen displayed great enthusiasm for Merida.

The highly sought-after 5000 entries for Merida 2023 Changhua Classic 100K were fully booked within an hour. This event is an annual cycling race that takes place in Changhua County, Taiwan. The rate of ticket sales shows the popularity of this cycling competition is nothing less than a pop concert. “Many bike shop managers called and pleaded for more participants.” For the past 12 years, Vasen always met cyclist friends from way back when at the events and these gatherings felt like heartwarming annual reunions to him. The most popular categories, aside from the demanding Mt. Bagua ascent, are the races featuring professional cyclists and celebrities. Merida Changhua Classic 100K has been one of the most popular cycling competitions in Taiwan.

Ever since TBV Team sponsored by Merida won the Tour de France in 2021, second place in Benelux Tour, and first place at Santiago de Compostela, Merida brand has become internationally recognized. Despite achieving global success, Teng remains attentive to local events and developments in Taiwan. When its neighboring Dacun Middle School started a cycling team, Vasen sponsored all the road bikes immediately in hopes to cultivate local cycling talent. “As a marketing strategy, sponsorship is more than just quality control and financial support. Complimentary marketing strategies are equally vital. Seeing TBV Team put Merida in the international limelight, the publicity and visibility certainly worth all the previous effort,” said the experienced marketing veteran with a smile.

General Manager Vasen of Merida and Ann, VP of Velo are close in age. Other than talking shop, they both cycled vigorously at home and lost substantial weight during the pandemic. Ann was so impressed by Tseng, “He is as disciplined as a professional athlete in both training and dieting. An astounding 10kg weight loss in a month is simply dazzling!” Vasen explained that maintaining a daily exercise routine has made physical activity a habitual part of his life. Moreover, a new diet free of carbohydrates has significantly reduced his weight, making cycling much easier for him.

Recalling his most unforgettable cycling experience, Vasen shared his memories of the Twin Lighthouses trip, which covered a distance of 520km(325miles) in a single day and was live-streamed in 2021. Former Taipei City Councilor Froggy Chiu accompanied him on the journey. In just 24 hours, Vasen and Froggy Chiu cycled from the northernmost to the southernmost tip of Taiwan, where they were greeted by enthusiastic fans cheering them on. The experience was surreal for Vasen, and the direct and almost non-stop online marketing interaction with over 40,000 fans provided him with plenty of inspiration. The success of the Merida Twin Lighthouses Limited Edition was such that this event became a prime example of a win-win-win situation.

According to Vasen's plan, Merida will expand its product range beyond bicycle-related items and create a wider variety of products. “For example, if you like Ferrari, you will own many things with Ferrari’s logo, such as clothing, leather goods, cellphone cases, etc. Merida is looking forward to collaborating with Velo to develop branded saddles and other products. I want Merida to be a part of every consumer’s daily life!”