OUR MISSIONS

What we set out to achieve—and how we measure progress

MISSION 1: Liberate Cyclists from Inflated Pricing

The cycling apparel industry operates on an outdated model: premium branding justifies premium pricing, regardless of actual material or construction quality. Cyclists are paying for logos, not performance.

We set out to prove that identical components—YKK zippers, Italian Miti fabrics, flatlock seams—can be offered at 30-40% lower prices when you eliminate celebrity endorsements, retail markup layers, and inflated marketing budgets.

How We Measure It:

  • Component-level price transparency published on every product page.
  • Side-by-side comparisons with premium brand equivalents.
  • Maintaining sub-¥600 pricing for race-quality jerseys.
MISSION 2: Make Quality Cycling Gear Accessible 24/7

Emergency cycling needs don't follow business hours. A flat tire at 6 AM, a broken cleat before a Sunday group ride, or a forgotten energy gel mid-century—these moments demand immediate solutions, not "come back Monday."

Through our vending machine network, we bring essential cycling supplies to the places riders actually need them: trailheads, greenway entrances, and cycling route rest stops—available around the clock.

How We Measure It:

  • Number of vending locations operational across Wenzhou.
  • After-hours purchase volume (outside 9 AM–6 PM).
  • Average distance from nearest cycling route to nearest AFG machine.
MISSION 3: Celebrate Individual Expression Over Brand Conformity

Walk into any group ride and you will see the same three or four team kits repeated across dozens of riders. Cycling apparel has become a uniform, not a form of expression.

AFG collaborates with emerging Korean artists to create limited-run designs that reflect the rider's personality. Each collection is produced in controlled quantities so your jersey remains yours—not everyone else's.

How We Measure It:

  • Number of artist collaborations per season (target: 2-3).
  • Percentage of revenue shared with collaborating artists (5%).
  • Community design voting participation rates.
MISSION 4: Invest in the Next Generation of Cyclists

Cycling in China is growing rapidly among young people, but access to quality equipment and coaching remains unevenly distributed. Talent shouldn't be limited by geography or income.

2% of every AFG purchase goes directly to youth cycling development programs. We sponsor Elite Youth Cycling Club (EYCC), providing gear, coaching support, and competition entry fees for young riders who wouldn't otherwise have access.

How We Measure It:

  • Total revenue donated to youth programs annually.
  • Number of youth riders sponsored through EYCC.
  • Youth program participants who continue racing after sponsorship.
MISSION 5: Build Community Through Warmth, Not Transactions

We learned early that community-based business requires genuine warmth and relationships. Our free rest station, emergency kits, and no-drop group rides exist because riders are people first and customers second.

Every interaction with AFG—whether you buy something or just need a place to rest mid-ride—should leave you feeling welcome. That is how sustainable businesses are built.

How We Measure It:

  • Number of free rest station visits per month.
  • Emergency kit usage and restocking frequency.
  • Community event attendance and repeat participation.
  • Customer support response time (target: <24 hours).