And in my interview with him, it was quite clear that even though we think that the rise of Chinese brands is very recent, he has been talking about all this for a good part of a decade.

The way I describe Pandapodium is like Chinese bike parts on easy mode.

We tried to make the process as simple as possible.

So now most people are starting to hear like, oh, the Chinese stuff's good now.

It's improved a lot, et cetera, et cetera.

But you go on the internet, you start going down the rabbit hole, and very quickly it gets very confusing.

And some of that is just because of the language barrier.

Has there been something that has changed within the industry there that has pushed these brands to go direct to consumer, expand to the US so heavily and or like with this kind of, I guess, weight that they're expanding seems a lot stronger.