Project Description]
Combing the next generation mouse product line for a brand
Five conceptual schemes have been made to cover different price bands.
From 99 yuan Entry to 999 yuan Flagship
[5 plans, commercial positioning]]
① Blue Grey Honeycomb · Lightweight E-sports
Pricing: 199-299 yuan
Target Brand: Lei Bai/Daryou/Black Jue
Mold cost: about 35-500000 (two-color injection molding)
Selling Point: 68g Ultra Light + Honeycomb Weight Reduction
User: FPS Player (Student-based)
② Pure White Stream-Geek Flagship
Pricing: 599-999 yuan
Target brand: Logitech MX/Razer Pro
Mold cost: about 80-1.2 million (full CNC precision)
Selling point: all aluminum seat bottom + magnetic charging base
User: Designer/Programmer (high unit price)
③ Introduction to white and blue mecha · RGB
Pricing: 99-169 yuan
Target brand: RAPOO/colorful/tarantula
Mold cost: about 20-300000 (ordinary injection + insert)
Selling point: RGB full color + price hanging hit the same file
User: Getting Started with E-sports (Middle School Students)
④ Pure white mirror · Office mute
Pricing: 299-399 yuan
Target brand: Logitech M series/Microsoft Bluetooth
Mold cost: about 40-600000 (mirror polishing mold)
Selling point: ultra-quiet button + Bluetooth 5.3
User: office white-collar (high repurchase rate)
⑤ White Orange Mecha-Right Hand Engineering
Pricing: 199-399 yuan
Target brand: Cyrus/Thundersnake mid-range
Mold cost: about 50-700000 (right hand special mold)
Selling point: right hand ergonomic + warm light
Users: heavy gamers (8h + per day)
market judgment]
About 0.4 billion mice are shipped annually in the overall market.
Below 200 yuan accounts for 60% of sales volume and 20% of profit
More than 500 yuan accounts for 10% of sales volume and 40% of profit
High-end + branding is the only growth direction