A Shenzhen-based company's $200 keyboards are selling like hotcakes in the US and Japan. Relying on "anti-involution design", it rakes in over 100 million yuan in annual revenue | Insight Global

Editor's Note: As going global becomes an increasingly core strategy for Chinese companies, how to conquer the global market has become an extremely professional topic. In the evolution of globalization, many Chinese brands have emerged at the forefront. In view of this, 36Kr has launched the "Insight Global" column to explore the cutting - edge directions and opportunities for Chinese brands to go global from the perspective of brand growth and change, providing inspiration and food for thought for companies going global and the industry.

This is the 46th issue of our column - a Shenzhen - based company that has been established for over 10 years initially carved out a unique path in the market with its dot - shaped Bluetooth mechanical keyboard featuring a vintage typewriter design. While mechanical keyboard manufacturers were still engaged in price wars, Lofree had already sold its low - profile mechanical keyboards in the office sector at a high price of $200. With its differentiated design and self - developed shaft technology, Lofree achieved an annual revenue of over 100 million yuan soon after going global.

Author: Ou Xue

Editor: Peng Xiaoqiu

While the domestic market was still competing fiercely in the sub - $100 mechanical keyboard segment, a Shenzhen company was already selling its products at a high unit price of $200.

Its speed of going global is astonishing: It officially entered the Amazon US and Japanese sites in 2023, and within a year, it achieved a monthly sales volume of $410,000 (approximately 3 million yuan), with $260,000 from the US site and $150,000 from the Japanese site. (Note: The average price was maintained at $150, three times higher than the category average.) In 2024, its second year of going global, its overseas sales exceeded 100 million yuan.

This is Lofree - rather than competing in the red - ocean market, it chooses to explore the blue ocean with differentiated products. Lofree's differentiated approach specifically means using design innovation to enter the high - end market and replacing parameter competition with emotional value.

As is well - known, although China has the world's most complete keyboard manufacturing industry chain, it also faces severe internal competition. Sub - $100 mechanical keyboards flood the market, forcing leading manufacturers to rely on price wars to maintain sales. Meanwhile, in the Chinese market, mechanical keyboards have long been labeled as "e - sports peripherals".

However, Lofree keenly noticed that mechanical keyboards have gradually become "ritual items" on the desks of white - collar workers overseas. On overseas social media, many users shared how they use Lofree mechanical keyboards to enhance the office atmosphere and efficiency. Some even said that Lofree's exquisitely designed mechanical keyboards can make boring office hours more interesting.

Ultimately, in a market dominated by male gamers, Lofree drew inspiration from the female perspective and found a niche in the office scenario. At the same time, Lofree also proved with its design language that "Made in China" can not only break the "low - price" label but also define new rules in the high - end market.

Breaking the Deadlock: Design Means High Premium

In 2013, Lofree was quietly established in Shenzhen. At that time, no one could have imagined that this design - oriented team would launch a "keyboard revolution" three years later.

"We were initially a design service company, creating hundreds of product solutions for various brands," Ken, the overseas head of Lofree, told 36Kr. It wasn't until the team realized the limitations of contract design that they decided to create their own brand.

Ken recalled that the team experimented with various products such as speakers and data cables. Eventually, they discovered the potential of the keyboard category when they got in touch with the keyboard supply chain.

"The domestic mechanical keyboard market emerged about a decade ago. When we entered this field, we didn't really plan to stay in it long - term. But since we got involved first, we accumulated a lot of supply - chain and industry experience," Ken said. "So, we decided that Lofree's first product would be a mechanical keyboard."

In 2016, they launched their first dot - shaped Bluetooth mechanical keyboard into the market. Its vintage typewriter design and the "clacking" sound of the mechanical keys precisely met the "office stress - relief" needs of urban white - collar workers.

Dot - shaped Bluetooth mechanical keyboard (Source/Company)

"This may seem like a coincidence, but we put our heart and soul into reshaping this category," Ken told 36Kr. He revealed that the success of the first product could be attributed to two main factors: replicating typewriter aesthetics and optimizing the mechanical shaft, successfully transforming the office keyboard into a "desktop art piece" that combines stress - relief functions and design aesthetics.

Since then, design has become Lofree's core competitiveness. Its product designs are highly recognizable, and it uses colors boldly. In 2019, Lofree's "Lipstick Keyboard" embedded 79 popular lipstick shades into the keys. Moreover, Lofree has mastered the art of cross - border collaborations, integrating the classic colors and elements of Starbucks into keyboards, mice, calculators, fans, and other atmosphere - creating items. It also collaborated with YES!IC, a makeup brand under LVMH, to launch an eyeshadow keyboard series.

Lofree Lipstick Keyboard 2.0 (Source/Company)

After the products became a hit in the domestic market, Lofree started to eye the global market. In 2017, its dot - shaped mechanical keyboard raised $733,600 on Indiegogo, exceeding the target by 6,604%, marking a successful first step overseas.

However, Lofree didn't rush to expand globally after the crowdfunding success. Ken told 36Kr that due to limitations in team awareness, manpower, and budget, the overseas business was outsourced to agents, which didn't yield good results. As the domestic business gradually developed into a stable foundation, Lofree conducted research in 2021 and officially restarted its overseas business in 2023.

In 2021, Lofree made a splash at the FantasyInn 2021 London Christmas pop - up event. With its high - profile products such as the makeup - themed dot - shaped keyboard, Maus Bluetooth mouse shaped like a potato chip, and jelly - bean calculator, it won the acclaim of overseas consumers.

In the fourth quarter of 2023, Lofree entered the Amazon US and Japanese sites with products priced at an average of $150 (three times the category average). Within a year, the monthly sales reached $260,000 on the US site and $150,000 on the Japanese site, with a combined monthly sales volume of $410,000 (approximately 3 million yuan).

Ken said, "We noticed that most people still using black plastic keyboards at work haven't realized the potential of a better typing experience. Lofree's Flow series will change their perception of keyboards and become the first low - profile mechanical keyboard for most people."

Actually, the high - profile design of traditional mechanical keyboards can easily cause hand fatigue. So, Lofree decided to focus on the niche market of low - profile keyboards.

In terms of appearance, the Flow series is completely different from the general perception of Lofree in China as a "female - oriented keyboard". The Flow series features a minimalist design. It uses all - POM low - profile keys, with a key travel reduced by 40%. Paired with a five - layer noise - reduction Gasket structure, the typing noise is reduced by 60%. With an inclination angle of only 3°, users can use it for long periods without a wrist rest.

Low - profile keyboard Flow (Source/Company)

Moreover, Lofree collaborated with domestic shaft manufacturers to develop its own shaft technology, creating a unique typing feel and avoiding direct competition with gaming keyboards. Its latest low - profile keyboard is made of carbon fiber and magnesium alloy, weighing only 400 grams, but the mold - opening cost is as high as 1 million yuan, far exceeding the industry average.

"Many big brands overlook this small category, which has become our opportunity," Ken said.

Initially, Lofree just wanted to test the waters cautiously with low expectations. Unexpectedly, once they entered the market, they not only disrupted the market but also attracted many leading brands to enter. Ken said, "We raised the ceiling of the low - profile keyboard market." This achievement also gave the company great confidence.

Currently, Lofree is conducting a crowdfunding campaign for the Flow 2 series overseas. Ken revealed that the crowdfunding amount has approached $700,000 in the past week.

The Flow 2 series is currently being crowdfunded overseas (Source/Company)

Design innovation and self - developed shaft technology have built a double moat for Lofree, making it stand out in the high - end office keyboard market. Ken told 36Kr that the company's overseas market has been growing rapidly, and in 2024, its second year of going global, the overseas sales exceeded 100 million yuan.

Maintaining the Advantage: Solving Repurchase and Building an Ecosystem

When expanding overseas, Lofree understands that both brand building and product upgrading are crucial.

As keyboards are durable goods, consumers usually use them for 2 to 3 years, resulting in a relatively low repurchase rate. To increase the repurchase rate, Lofree turned its attention to keycaps, an accessory for keyboards.

"Keyboards are durable, but keycaps are like phone cases," Ken revealed. Keycaps are the most repurchase - worthy accessory for keyboards and an important source of profit for the company. Currently, Lofree controls the keycap - manufacturing factory itself, launched the "Keycap Paradise" series, updates the theme designs quarterly, and established a "Keycap Co - creation" project, collaborating with external designers to launch new products every quarter.

"We will continue to promote keycap sales, just like phone cases, allowing consumers to change them according to their preferences at any time," Ken said.

Moreover, Lofree believes that mechanical keyboards are just one part of the office and living scenarios. To meet more user needs, Lofree expanded its product categories to build a complete ecosystem, giving birth to the Lofree・Fun2m² project. Currently, Lofree's main products include mechanical keyboards, mice, calculators, desk lamps, fans, and other items.

Lofree's 2m² office - series products (Source/Company website)

Although Lofree has certain expectations for the overseas market, it is not in a hurry for quick success. Ken said that a stable foundation is necessary before further expansion.

Currently, Lofree is particularly popular in the Japanese and US markets. The brand has successfully attracted a large number of users through collaborations with influencers and meet - and - greet events. Ken revealed that last year, Lofree partnered with 1,000 mid - tier influencers to create content from a practical perspective, generating over 100 million overseas exposures and contributing 30% to the sales.

"In the future, Lofree plans to continue to strengthen its influencer - marketing system," Ken said. Lofree has successfully held a new - product launch event in Japan and will hold similar events in Europe, the US, Australia, and other regions. Additionally, since it has only been in the overseas market for a short time, cross - border brand collaborations have not started yet. However, Lofree is in talks with a US brand, and the negotiation is still ongoing.

When deploying overseas, Lofree adopts a dual - channel strategy of online and offline sales, with online sales accounting for 70%. It has both an independent website and a presence on Amazon. According to Similarweb data, from December 2024 to February 2025, the monthly average visits to Lofree's independent website exceeded 330,000 and showed an upward trend.

Regarding offline sales, Ken told 36Kr that currently, Lofree mainly uses agents overseas. However, due to the poor locations of the offline channels of agents and high entry fees, Lofree plans to open direct - operated stores or partner stores in mature cities. It will use pop - up events to attract consumers in the early stage to better control sales and brand image.

Lofree's current goal is to focus on in - depth development in the existing overseas markets. Ken said bluntly that since the brand has only been overseas for two years, it is currently focusing on the developed markets of the US, Japan, Europe, etc., and has no specific plans to expand into new countries.

Moreover, Ken told 36Kr an interesting finding. Although Lofree's domestic marketing gives the impression of a "female - oriented brand", the ratio of male and female users is actually quite balanced. In the overseas market, the proportion of male users is slightly higher.

According to Ken's research, Lofree's user profile shows that most consumers are under 35 years old, mostly married, with a household annual income between $150,000 and $250,000. They belong to the middle - class white - collar group, with high education levels and high incomes, and have a high pursuit of quality of life. These users are willing to pay for design, allowing Lofree to maintain a high - end price range of $150 - $200 for its products.

In the long run, Lofree aims to sell not just a keyboard but a work style. Ken said that when users not only enjoy the excellent performance of the products but also gain a sense of pleasure from every keystroke, this double satisfaction is the value that Lofree pursues.