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]

Core Insights - The keyboard and mouse remain essential tools for consumers, with nearly 90% considering them necessities, and over 60% using them for more than 6 hours daily [1][5][9] Consumer Trends - Comfort, performance enhancement, and personalized design are the top three reasons for purchasing or upgrading keyboards and mice, with ergonomic design and quiet operation being the primary concerns in office settings [1][11] - Game players are the main consumer group for keyboards and mice, with over 70% owning multiple devices and nearly 60% frequently upgrading for new features [2][12] Gaming Segment Insights - Over 80% of hardcore gamers pursue high-performance peripherals, driven by performance needs, configuration anxiety, and the desire for an immersive experience [2][14] - The trend of using different devices for various gaming scenarios is becoming the norm, with nearly 60% of deep players changing equipment based on game type [2][16] Market Dynamics - The term "gaming" is evolving into "e-sports," with 75.9% of respondents aware of e-sports keyboards and mice, indicating a shift in consumer perception towards high performance and lifestyle representation [2][19][23] - The search volume for "e-sports keyboard" and "e-sports mouse" has increased significantly, outpacing traditional gaming-related searches, reflecting a shift in consumer behavior [3][23] Product Preferences - Players define ideal e-sports devices with features like ergonomic design, durability, and precision, with magnetic and optical keyboards becoming the preferred categories [3][26][27] - The sales of magnetic keyboards surged by 225% year-on-year, with high-end models seeing even greater growth, indicating a strong market trend towards premium products [4][27] Industry Evolution - The gaming peripheral market is transitioning from niche products for professionals to mainstream consumer goods, driven by the influence of hardcore gamers on broader consumer preferences [42][43] - The industry is witnessing a "top-down" professionalization upgrade, where high-end features are becoming standard in mainstream products, reshaping consumer expectations [42][43]

Group 1: Industry Overview - The Chinese esports industry generated a revenue of 12.761 billion yuan in the first half of 2025, showing a year-on-year growth of 6.10% [1] - The user base for esports in China reached nearly 493 million, indicating a stable growth trend [1] - The esports industry is progressing towards standardization, mainstream acceptance, and internationalization, driven by favorable policies and technological advancements [1] Group 2: Equipment Consumption Trends - There has been a significant surge in esports equipment consumption, with laptops and wireless mice seeing over 150% year-on-year growth during the pre-"Double 11" shopping period [2] - The consumption of esports equipment is characterized by a younger and more professional demographic, with ordinary users increasingly becoming the main consumers [2] - The consumer-grade gaming laptop market in China is expected to grow by 24.3% year-on-year in Q2 2025, outpacing the overall consumer PC market [2] Group 3: Mobile Gaming and Hardware Development - The rise of mobile gaming and the popularity of live streaming and short videos have expanded the user base for esports games, leading to an upgrade in esports equipment [3] - Consumers are willing to pay for both esports game content and high-performance hardware that offers a professional experience [3] - A collaboration between a smartphone manufacturer and a technology group has resulted in the launch of a gaming phone with a 165Hz high refresh rate screen, enhancing the gaming experience [3] Group 4: Future Trends in Gaming Hardware - The gaming peripherals industry is undergoing a transformation from hardware performance competition to user experience enhancement [4] - There remains significant unmet demand in mobile performance and gaming experience, indicating opportunities for future breakthroughs in fluidity, graphics, eye care, and personalized experiences [4]