Core Insights - The keyboard and mouse market is experiencing significant growth driven by high demand for gaming peripherals, with over 90% of laptop users opting for additional keyboards and mice, and 63.3% using them for more than 6 hours daily [1][2] - The concept of "eSports" is redefining consumer expectations and driving up the average price of gaming peripherals, with search volumes for "eSports keyboard" and "eSports mouse" increasing by 138% and 119% respectively [3][4] - The market is shifting focus from niche high-end products to a broader audience, emphasizing the integration of advanced technology into everyday digital experiences [5][6] Market Trends - The growth of the keyboard and mouse market is primarily fueled by mid-to-high-end products, particularly those centered around eSports [7] - The average price of keyboards has risen to 249 yuan, a 22.7% year-on-year increase, while the average price of mice has reached 146 yuan, up 19.4% [8][9] - High-end products priced above 500 yuan for keyboards and above 665 yuan for mice are seeing sales growth rates exceeding 68% and 87% respectively, indicating a clear trend towards premiumization [8][9] Consumer Behavior - Approximately 42% of keyboard and mouse consumers identify as "deep gamers," with nearly 60% investing in specialized equipment for different games [2][31] - The majority of heavy gamers own multiple sets of peripherals, with 70% indicating a preference for high-performance products, driven by a desire for superior functionality rather than necessity [35][41] - Light users and office workers are increasingly adopting eSports peripherals, valuing comfort and reliability, with 61% prioritizing ergonomic design and 58.2% seeking quiet operation [42][43] Technological Advancements - Key trends in the eSports keyboard and mouse market include lightweight designs, magnetic switches, and optical switches, which are becoming essential for high-performance gaming [13][21] - The magnetic switch technology is rapidly gaining traction, with over 70% of the market for keyboards priced above 300 yuan, while optical switches are recognized for their speed and durability [25][21] - Brands are competing by focusing on specific technological advancements, with Logitech leading in lightweight designs and ROG excelling in magnetic switch technology [20][21][26] Market Dynamics - The market is evolving from a focus on basic functionality to an emphasis on user experience, with brands needing to balance technological innovation with consumer needs [47] - The segmentation of the market is evident, with high-end products catering to hardcore gamers and mid-range products appealing to casual users [46][47] - The future of the keyboard and mouse market will depend on brands' ability to translate advanced technology into accessible, everyday value for a diverse consumer base [46][47]