435Who says that small categories are destined to only be “onlookers”?
The recently popular movie “Nezha 2” went from being underestimated to defying fate, and has now achieved a box office of 12 billion yuan, ranking among the top 10 in the global box office charts, perfectly interpreting the true meaning of ‘my fate is determined by me, not by heaven’.
Image source: CCTV News official Weibo
On the global business stage, there is also a small Chinese brand writing its own “Nezha” legend: in its fourth year of going overseas, it successfully achieved 360 million yuan in revenue, breaking through the shackles of “destiny” and becoming a dark horse in the industry.
This brand is——Keychron.
Image source: Internet
The Troubles of a Small Team: From “Unsuitable Keyboard” to Entrepreneurial Dream
The story of the Keychron brand begins with the troubles of several Shenzhen programmers.
As loyal fans of MacOS, they found that although there were mechanical keyboards compatible with Mac systems on the market, most of them did not provide a satisfactory user experience. The design and functions of mechanical keyboards tend to favor Windows users, causing Mac users to often settle for less ideal alternatives.
Traditional keyboard Image source: Internet
So, these entrepreneurs decided to break through the bottleneck and create a truly high-performance mechanical keyboard suitable for Mac.
After market research and product development, the Keychron brand was born. These Shenzhen programmers chose to cooperate with a mature factory with 20 years of experience, focusing from the very beginning on solving the core pain points of mechanical keyboard products. This decision not only changed their fate but also opened up a new market space.
Image source: Internet
Industry Trends and Market Demand Opportunities
The success of the Keychron brand coincided with a period of strong growth in the mechanical keyboard market.
With the rapid development of the e-sports industry and the increasing demand for efficient tools among office workers, the demand for mechanical keyboards continues to expand. According to authoritative forecasts, from 2023 to 2032, the mechanical keyboard market will maintain an annual growth rate of 16.2%, and by 2032 the market size will reach $5.6 billion. Such market potential not only provides new growth space for existing big brands but also creates suitable opportunities for emerging brands.
Although big brands like Cherry, Razer, and Logitech already occupy about 70% of the mechanical keyboard market, ‘my fate is determined by me, not by heaven’, and the Keychron brand does not give up so easily.
It has precisely identified the growing consumer demand for personalization and customization in mechanical keyboards, which is exactly Keychron’s strength.
Logitech keyboard Image source: Internet
Personalization and Localization: How to Win Consumers’ Hearts?
From design to functionality, the Keychron brand focuses on meeting consumers’ personalized needs. For example, consumers can freely choose keyboard colors, switch types, etc., according to their needs, and can even customize products based on their requirements. In this way, Keychron is not just a powerful tool, but also a fashionable accessory that showcases users’ personalities.
Image source: Keychron official site
In addition, the Keychron brand also pays great attention to localized services. During its global expansion, Keychron not only provides keyboard layouts in multiple languages but also launches customized products that meet local usage habits according to the needs of users in different countries and regions.
For example, Keychron launched keyboards with JIS layout in Japan, and offers American and German layouts in the US and Europe, fully considering the language and cultural characteristics of different regions. This makes consumers in different regions feel genuinely cared for, earning Keychron many fans.
Image source: Internet
Social Media Explosion: Huge Conversion from Precise Marketing
The rise of the Keychron brand is also inseparable from the strong boost of social media. Especially YouTube and TikTok, these two social media platforms have become important battlegrounds for Keychron to interact with users and increase brand exposure.
Image source: Internet
On these platforms, one of Keychron’s smartest strategies is to promote through collaborations with influencers.
By working with popular KOLs or industry influencers, the brand can directly reach its fan base, and leverage the credibility and influence of these personalities to quickly enhance the product’s trustworthiness and appeal. Influencer marketing not only increases brand exposure but also strengthens the connection between users and the brand through content creation, enhancing brand interactivity and engagement.
So, how does Keychron operate on YouTube and TikTok?
YouTube:
Strength is the best publicity, and Keychron knows this well. On YouTube, Keychron never hides its advantages, showcasing the top quality and unique design of its mechanical keyboards through product introductions, teardown videos, and more, attracting a large number of quality-focused users.
At the same time, many digital tech KOLs have endorsed Keychron, and their influence and professional reviews have helped the brand build a better reputation.
Image source: YouTube
TikTok:
On TikTok, Keychron captures the core of creativity and fun, using short videos and entertaining content to attract users. By collaborating with TikTok influencers and releasing lively and interesting creative videos, consumers can intuitively understand the unique features of the products, sparking viewers’ interest.
Through these videos that meet the needs of young people, Keychron has shaped a friendly brand image and gained a large number of fans and purchase conversions.
Image source: TikTok
Offline Exhibitions and Official Site: Comprehensive Cross-border E-commerce Layout
In addition to the hot promotion on social media, Keychron also deeply cultivates traditional offline exhibitions. It has participated in international digital entertainment equipment expos and other industry exhibitions, directly interacting with consumers face-to-face. At the exhibitions, Keychron not only allows consumers to experience the products on site but also provides detailed product teardown explanations, increasing the brand’s credibility and transparency.
Image source: Internet
On its official site, Keychron has built a dedicated customization platform where users can choose the assembly type, color, and switch type of the keyboard according to their preferences, and communicate with customer service to customize products that meet their needs.
By continuously optimizing website content and conducting search engine optimization (SEO), Keychron’s official site now maintains a stable monthly traffic of about 1.7 million, further helping the brand expand its popularity and influence.
Image source: Keychron official site
Conclusion
Starting with its first product crowdfunded on Kickstarter in 2018, by 2022, Keychron’s sales had exceeded $50 million (about 360 million yuan).
This leapfrog growth journey has provided valuable experience for other domestic digital brands wishing to go global—precise market positioning, innovative product design, and strong social media marketing strategies are the keys for brands to stand out in the fiercely competitive global market.
In the future, we hope that more brands like Keychron will create their own “Nezha” legend.
