It shows young, attractive, and presumably hip individuals out and about on Flying Pigeon roadsters. I have to say that I find this somewhat amusing and ironic. In China, the young, attractive and presumably hip crowd would not be caught dead on a bicycle, let alone a Flying Pigeon. Maybe they should reconsider.
Adding to the lifestyle statement, the bikes are being offered through a rather chic clothing boutique Roden Grey.
You can also get them directly from the importer. And, in what is perhaps a bicycle first outside of Italy or France...you can get them with a wine caddy.
Yes...the one time communist icon, and tool of the proletariat, is being peddled (and pedaled!) as a bourgeoisie toy. Times have changed.
The marketer in me wonders whether this lifestyle approach will be successful. Nonetheless, I wish them luck.