China Keyboard Mouse Market Research Report

Among all the peripheral products, the keyboard and mouse have always been essential tools for many users, but as the most commonly used peripherals, the technology innovation of the mouse and keyboard is really getting harder and harder. Especially for most ordinary users, the mouse and the keyboard just need to meet the basic needs, many new technologies are difficult to stimulate the desire of this part of the user. On the whole, in the mouse and keyboard market in 2012, game peripheral products and energy-saving wireless products are still the direction of efforts of most manufacturers, and at the same time, some manufacturers have also made attempts on personalized products.

Key Points to Report • Logitech has an advantage in the entire mouse and keyboard market, with the largest advantage in the mouse and keyboard package market.

· Among the domestic brands, the wizards performed well in the keyboard market, second only to Logitech.

· Leibo and Shuangfeiyan have obtained higher attention ratios in the three market segments.

· The price distribution of different subdivided cities has obvious differences in the price segment. From a whole point of view, the price of the mouse and keyboard products below 50 yuan is relatively low.

First, the brand attention pattern

(I) Keyboard Market · Logitech maintains brand awareness on the top of the list In 2012, in the Chinese keyboard market, Logitech remained the most popular brand among users, ranking first in the brand list with a 22.5% focus. In the second place is the elf, with a brand awareness of 16.1%, and Razer ranks third in the ratio of 14.4%. In addition, the attention rate of other brands is less than 10%.

· The brand is concerned about the instability of the pattern Compared with last year, the Chinese keyboard market is concerned about the pattern of brand instability. The newcomer withdrew from the brand's attention to the rankings, and Apple finished in the tenth place. The elf rose the most, from the tenth place last year to the second place this year, and the focus rose 14.3%. Microsoft dropped its rankings most, from sixth place last year to ninth place this year.

(II) Mouse Market · Logitech, Shuangfeiyan, and Rashes ranked in the top three China's mouse market in 2012. Logitech, Shuangfeiyan, and Razer three brands ranked in the top three of the concerned list, focusing on 25.7% respectively. , 14.9% and 9.6%. Ranked in the fourth place is Pyramid, whose brand attention rate is 9.3%. In addition, brands with more than 5% attention are also Microsoft and Genie, ranking fifth and sixth in the brand rankings with 7.1% and 5.1% respectively.

· Changes in the Brand Watch List Compared with the 2011 data, the rankings of many brands have changed in the Chinese mouse market in 2012. Among them, Razer’s brand rankings rose from fifth place last year to third place this year, while Pennefather and Microsoft’s brand rankings each dropped by one. In addition, the Elves’ brand awareness rose from the ninth place last year to sixth place this year.

C) Logitech Suite Market • Logitech Brand Concerns Over 30% of Shares Compared to the mouse market and the keyboard market, Logitech’s advantages in the mouse and keyboard package market are even more pronounced. Logitech alone accounted for more than 30% of the Chinese keyboard and mouse package market in 2012. The share of attention is the brand with the highest degree of concern. In the second place is Pyramid, with a brand awareness of 15.9%. In addition, the attention rate of other brands is less than 10%.

• The degree of concern among the top three brands has fallen. Compared with 2011 data, in the Chinese keyboard and mouse package market in 2012, although the top three brands are still Logitech, Pennefather, and Shuangfeiyan, the proportions of their attention are varying degrees. Decline. Among them, the ratio of brand awareness of Logitech and Pyramid dropped by 4.0 and 4.4 percentage points from last year, respectively, while the decline of Shuangfeiyan was relatively small, which was 2.4 percentage points.

Second, product attention to the pattern

1. Product price segment • Different market price segments have significant differences in distribution. In the Chinese keyboard and mouse market in 2012, there are significant differences in the distribution of price segments in different segments. Among them, the keyboard market is most concerned about price segments of RMB 400 and above. In the mouse and mouse and keyboard package market, the user's attention is mainly concentrated in the price segment of 100-199 yuan. As a whole, the price of 50 or less mouse and keyboard products is relatively low.

2. The number of commercially available products The mouse market sells nearly 2,000 models of the Chinese keyboard and mouse market in 2012. The difference in the number of commercially available products in different market segments is also very significant. Among them, the highest number of products sold on the mouse market is 1866. The funds far exceed other market segments. In the keyboard market and the mouse and keyboard package market, the number of products sold is relatively close, with 650 models and 583 models respectively.

Third, the comparison of mainstream manufacturers

1. The keyboard market, Razer’s focus on share declines In 2012, the Chinese keyboard market Logitech, Elven and Razer ranked first among the top three brands in terms of their attention to the rankings, with a share of over 10.0%. Q1-Q4 Logitech's attention to share fluctuations. The elves showed an upward trend in Q1-Q3, and Q4 dropped slightly. Razer’s focus on share has declined, from 15.0% in Q1 to 12.3% in Q4.

2, the mouse market, Logitech concern share decline 2012 China's mouse market Logitech, Shuangfeiyan and Razer disaggregated brand list of top three positions. Q1-Q4 Logitech's share of the stocks showed a downward trend from 29.3% in Q1 to 23.2% in Q4. Shuangfeiyan showed a downward trend in Q2-Q4. Razer’s focus on share is relatively stable, staying at around 10.0%.

3, the mouse and keyboard set market, Logitech attention to the advantages of significant 2012 China's keyboard and mouse package market, Logitech, Pennefather and Shuangfeiyan ranked brand list of top three positions. Logitech’s share of Q1-Q4 remains above 30%. Pyramid's attention to share has declined, from Q1's 20.1% to Q4's 14.1%. The share of Shuangfeiyan’s attention remained at 10.0% in the first half of the year and fell below 10.0% in the second half of this year.