2023-07-31 11:34:10
31 Jul 2023If anyone who is involved in the IT industry Is it a gamer or a programmer? You must have heard the name of the keyboard brand “Keychron (Keychron)” through the ears, but for people who are not familiar with this name. I must explain further that Keychron is a brand of “Mechanical Keyboard” which the brand originated from China by this type of keyboard. It is different from the general working keyboard that most people use. Because users can customize the sound, color and touch force of the keypad. Interestingly, Keychron is considered the first brand that came to awaken the trend of this Mechanical Keyboard market to become a product that is not just a favorite of IT lovers. but also able to sit in the minds of the general public and broadly with the question that follows is, then, what strategy does Keychron have? To change the product to “Niche” or a specific group To become a product that is quite “Mass”? In this article, MarketThink will take you to find out..Keychron brand was founded in 2017 by a group of 3 friends who are passionate and expert in the keyboard industry: Will Ye, Sven Zhu and Nick Xu. All 3 are Apple fans and have always been accustomed to using a Mac-style keyboard ..however One problem with Mac keyboards that often annoys them is that they’re rubber-keyed, which isn’t very durable. and often cause agitation when pressing multiple keys at the same time In addition, if any button is damaged, the entire keyboard must be replaced. Because this type of keyboard uses the same circuit board, when it’s like this, all 3 people talk regarding it. Want a good keyboard to use for work, which Mechanical Keyboard seems to meet the needs they are looking for .. because this type of keyboard There is a switch mechanism. on each button pressed will clearly separate the work So when any button is damaged can be repaired separately and more durable than rubber keyboards Plus, it gives you a more enjoyable typing experience. However, even though they already know What kind of keyboards meet their needs? that requires frequent use of the keyboard But still stuck with the problem that the Mechanical Keyboard market at that time was not compatible with Mac and iOS, and the design of most keyboards. There are colors that are too flashy. which goes once morest their favorite minimalist style. When there is no product in the market that can meet the needs.. So they decided to build their own keyboard. Until finally becoming a brand “Keychron” Keychron is considered the first mechanical keyboard manufacturer to pioneer functionality that supports Mac, iOS, Windows, Android and Linux systems. The next question is How big is the market? And who will you sell it to? because the products they are selling Relatively niche (Niche Market), even the keyboard. will look like an unattractive product And difficult to get the attention of a large number of consumers, but all three did not give up on this limitation. And try to find ways to run a business in various ways to increase the business possibilities of their own, starting from finding a way to launch a product along with finding business capital on Kickstarter, a popular crowdfunding platform. They raised over 10 million baht back in funding and nearly 4,000 people were interested in their keyboard idea, showing that Keychron is on the right track. Because there is a group of people who are looking for an alternative keyboard like this as well, importantly, this group of people will be a driving force for their business to grow further as well. with all operating systems only But they also use strategies. “Customization” is easy to say, allowing customers to design their own products according to their style, such as keypad color change The keyboard can choose both the pressure and the sound of typing itself. to the effects of light and lights on the keyboard, which this strategy It will help customers get products that meet their actual needs. It also helps create fun. and pride for customers because this keyboard will have only one piece in the world become a wizard “Good brand feeling” and if customers continue to accumulate good feelings, it has the opportunity to become “Brand Loyalty” is much more than that. As customers continue to personalize and decorate their own keyboards, Keychron can continue to generate revenue. In addition, Keychron also uses a method to find new customer needs by directly listening to customer voices through a Facebook group called “Keychron User Group”, which currently has more than 68,000 members in the group. This area is like ” Community” that allows customers or people who are interested in Keychron products to come to find information, share knowledge and express various opinions directly in the discussion on the brand area like this. In addition to helping brands see the point of view of customers. and applied to develop the product has been the point It also helps to remind the customer’s perception. that can be associated with the brand as well and further into the future It may not be difficult for brands to gradually become the “Top of Mind” of their customers, even if Keychron’s key strategies are simple. But this makes Keychron’s products that were once “niche” become quite “mass” now, not just for gamers or programmers. Who is interested in wanting a keyboard from Keychron, but the general public also likes this brand, with Keychron keyboards being sold in more than 50 countries around the world. In addition, every time Keychron brings a new project or product to Kickstarter, there will always be a group of customers who support it. If counting the projects that Keychron has done so far, there are a total of 15 projects, totaling over 260 million baht in fundraising. Even the business starts with the product. with not much demand in the market But being the person who understands customers the most and meet the needs of customers at the right point can grow in the business world as well because the best foundation in doing business It’s not the biggest capital. Or the market is the largest but understands the customer as much as possible. separate..References:
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