Logitech, after facing public backlash, has maintained double-digit growth in China.
Despite widespread criticism, Logitech has delivered financial results that exceeded market expectations. Recently, Logitech released its first-quarter fiscal year 2027 (April 1, 2026 – June 30, 2026) financial report. The data shows that Logitech's total revenue for the quarter was $1.227 billion, a year-on-year increase of 6.93%, and its net profit attributable to the parent company was $236 million, a year-on-year increase of 61.42%. Notably, the Asia-Pacific region's overall revenue increased by 15% year-on-year, surpassing the Americas and Europe, Middle East, and Africa. Within the Asia-Pacific region, the Chinese market's growth was particularly outstanding, significantly exceeding the average for the entire region.
However, just this March, Logitech's officially authorized account, @Logitech G Official Flagship Store, was criticized and boycotted by consumers for posting a marketing video with the tagline "As soon as I lower the price, you still run over like a dog." In late June, the authorized entity, Shanghai Baishide Electronics Co., Ltd., was fined 200,000 yuan by the Jing'an District Market Supervision Administration. After the financial report was released, the topic #Logitech China's Revenue Soars Despite Insulting Customers as Dogs# trended on hot search.
The impressive financial report indicates that the Logitech China market has not only been unaffected by the public opinion storm but has also become the growth engine for the Asia-Pacific region amidst fierce competition.
Observations suggest that the primary reason Logitech was not significantly impacted by the public relations crisis is that the main responsibility for the marketing mishap was attributed to a third-party partner. Logitech (China) had previously issued an apology statement, stating, "This non-compliant content was independently posted by an employee of Shanghai Baishide Electronics Co., Ltd. who bypassed Logitech China's marketing material review process."
More crucially, Logitech has benefited from the current trend of "structural upgrading" in the domestic and international peripheral market.
According to data from AVC (All View Cloud), in April 2026, the online market retail sales for keyboards reached 600 million yuan, with 1.466 million units sold, at an average price of 411 yuan. Compared to March, the average price increased by 40 yuan.
According to the "China E-commerce Desktop Gaming Equipment Market Insight (2026H1)" released by Sandalwood, keyboards have seen rapid "proactive upgrades," with the average price increasing from approximately 250 yuan to 330 yuan, a rise of over 30%. Technologies like magnetic switches are the core driving force. Logitech's growth in the Chinese market this time is inseparable from the popularity of its Logitech G series gaming products.
In the daily office segment, keyboard and mouse products have shown a significant trend of consumption upgrading. Consumers are not only concerned with basic performance but also have higher demands for product added capabilities such as aesthetics, personalization, and ergonomics.
Another unique phenomenon is that the booming live-streaming, short video, and self-media sectors in China have also generated substantial demand for peripheral products.
Returning to Logitech itself, the company has implemented a long-term localization strategy in the Chinese market, establishing trust among its core consumer base and building a professional brand image. Logitech not only continuously engages in content marketing on mainstream Chinese social platforms like Bilibili, Xiaohongshu, and Douyin but also deeply localizes its products, including launching limited colorways and having its Suzhou factory respond promptly to multi-product demands. According to public interviews, the core of Logitech China's "China for China" strategy is: "Empower local teams to design, test, and launch products for Chinese consumers, while hoping the best of these can go global."
However, with the rapid growth of competitors like Maicong and Razer, will Logitech face more opportunities or challenges in the Chinese market going forward?
Observing Logitech's marketing activities in the Chinese market, it's evident that their approach is mature, closely following Chinese consumers' content preferences, and employing entirely different content seeding strategies for different target audiences.
Logitech's two core product lines in the Chinese market are "Efficient Office Spaces" and "Esports Gaming."
Although Logitech's strategic layout in the office sector was earlier, it was its involvement in esports that truly broke through and made it known to a wider young audience, capitalizing on the rapid development of the Chinese esports market. Around 2018, Logitech astutely identified esports as a core growth track for Greater China, precisely when the Chinese esports industry was booming.
Logitech has comprehensively deployed an esports marketing network encompassing "events + teams + all-channel content seeding." In terms of event collaborations, Logitech not only continues to partner with top-tier events for games like League of Legends and Valorant, which have a broad audience in China, but also hosted its own event IP, "Logitech G Challenge."
In terms of team collaborations, Logitech partnered with the highly popular RNG esports club in China in its early stages and now has a deep connection with the recently successful BLG esports club. The close collaboration is evident, as Logitech G's Global Vice President Robin recently had a joint discussion with BLG players. BLG is a team owned by Bilibili, a key content platform for gaming and digital products, making Logitech's collaboration with BLG a "two birds with one stone" strategy.
When collaborating with popular teams and players, Logitech not only acts as an equipment provider but also engages in product-level collaborations with esports players. For instance, the GPW5 Snow Leopard launched this year was co-developed with over 100 professional esports players, including BLG player Wang Haozhe. Previously, Logitech also launched a co-branded gift box with BLG.
Furthermore, Logitech G's annual "Play Day" (global flagship brand launch event and player offline carnival) in September has consistently been held in Shanghai for the Asia-Pacific region. This event is Logitech G's largest brand activity, where new products are launched, new IP collaborations are announced, and professional player meet-and-greets are held.
This deep penetration into the esports domain has made Logitech familiar and recognized by the broader gaming community in China.
For the office scenario, Logitech continues to explore new demand points and engage in content seeding on social platforms.
Observations show that Logitech has long collaborated with numerous tech reviewers, workplace vloggers, general content creators, and ASMR artists. Through practical sharing, lifestyle integration, and intuitive scenario-based presentations, they attract more consumers interested in office and study products. For example, Logitech frequently integrates its products into vlogs such as "Shanghai Foreign Enterprise Worker Vlog," "Daily Life of a Post-95 Product Manager," and "Defense Presentation by an Associate Professor."
"The first time I learned about Logitech was through a workplace blogger's vlog I followed. I saw it in different bloggers' vlogs afterward, so when I bought a Bluetooth keyboard for my iPad, Logitech was my first choice," Xiao Mo told Spicy Chopsticks.
Particularly noteworthy is Logitech's increasing focus on aesthetic marketing in China over the past year or two, emphasizing the selling point of "combining aesthetics with efficiency" to attract a large number of young female users.
The so-called aesthetic marketing is reflected first in the products themselves, with Logitech launching multiple customized keyboards and matching them with high-aesthetic colorways, such as gradient blush keycaps, lipstick-texture keycaps, and dopamine color schemes. Previously, Logitech also launched a Hello Kitty collaboration.
Additionally, Logitech has created a wealth of visually appealing content. For instance, they collaborate with micro-influencers who share "workstation setups." These posts do not emphasize selling points or create personas but rather highlight the usage scenarios and the products themselves, accompanied by captions like "Start your pink daily grind" or "Treat yourself to work," using strong visual content for seeding.
"Besides functionality, consumers here also care a lot about the color, material, and customization of electronic products – this is completely a 'China phenomenon' right now," Hanneke Faber, Logitech's Global CEO, stated in a previous interview.
Beyond office workers, Logitech also caters to students through specific content and products. Specifically, Logitech attracts student attention by collaborating with study bloggers and publishing seeding content on official accounts. Compared to the workplace, Logitech tends to feature lower-priced products in this content, emphasizing captions like "paperless learning" and "must-have for students." Targeting students with electronic products is not just about expanding a sales market but also about strategically locking in potential future customers.
Observing Logitech's marketing in the Chinese market, the core lies in two aspects: first, a deeply localized marketing strategy. Beyond content seeding and aesthetic marketing, Logitech launched the short drama "Beyond the Lens, Infinite Control" in 2025, demonstrating that Logitech China's marketing team has a strong understanding of Chinese consumers' content consumption trends. Second, the marketing rhythm is closely tied to product iteration. Each of the key marketing actions mentioned above is supported by product updates.
Of course, Logitech's outstanding performance in the Chinese market is not solely due to marketing but also relies on a solid product foundation.
Logitech has established a comprehensive product matrix covering "office + esports + live streaming," spanning price points from a hundred to a thousand yuan. The diverse product forms can cater to consumers with different needs and accommodate emerging demands.
Another advantage for Logitech is the support of its local supply chain. Logitech established a production base in Suzhou in 1994, and this factory now handles approximately 35% of Logitech's global production tasks. More importantly, this factory can support the localization strategy of "China for China" in terms of products. As mentioned earlier, Logitech's marketing strategies are supported by its products, which requires a responsive supply chain.
Logitech also follows a localization strategy in product development. For example, the "Logitech Amber Series K98M," an AI-customized mechanical keyboard developed specifically for the Chinese market, is now being sold globally after achieving strong sales in China.
It is precisely because of the deep localization from marketing to products that Logitech has delivered such impressive results. Before the financial report, Logitech also performed exceptionally well during the entire 618 shopping festival. According to AVC data, Logitech's keyboard and mouse sets generated 15.63 million yuan in sales, capturing a 55.4% market share and ranking first.
As mentioned earlier, Logitech's growth is also closely related to the rise of the entire peripheral consumer market in China. The booming demand has provided fertile ground for Logitech's growth, but it has also driven more competitors into the market.
Currently, there are strong competitors in every segment and price range.
In the esports sector, Razer has become Logitech's biggest competitor. According to AVC mouse online retail monitoring data, in April 2026, Razer's online market retail sales surpassed Logitech, ranking first with 153 million yuan in retail sales and a 25.15% share. Logitech ranked second with 151 million yuan in sales and a 24.84% share. Prior to this, Logitech was the undisputed market leader. According to ZOL data, Logitech was the number one brand in terms of market attention for both keyboards and mice in 2024 and 2025. Razer's surpassing this year indicates that the market landscape is undergoing intense shifts.
Razer, an overseas brand with dual headquarters in the US and Singapore, has launched several popular products such as the DeathAdder gaming mouse and the BlackWidow mechanical keyboard. However, Razer primarily targets pure esports enthusiasts and is positioned in the mid-to-high-end market, with no current presence in office or other daily use scenarios.
ASUS's ROG (Republic of Gamers) is also a strong competitor in the high-end esports keyboard and mouse segment. In April, ROG's keyboard online sales reached 86.1 million yuan, with a 14.3% share, ranking first.
The mid-to-low-end esports keyboard and mouse market is divided among domestic brands such as Shuangfeiyan, Dareu, and Rapoo. These domestic brands have penetrated various lower-tier markets in China and entered channels like internet cafes and esports hotels in bulk. Among them, Shuangfeiyan and Rapoo both have a dual focus on "office + esports," while Dareu primarily attracts esports enthusiasts but has also launched products suitable for office scenarios.
In addition, some domestic brands have gained repeated recommendations on social platforms through extensive IP collaborations. Previously, Aikou collaborated with popular IPs like "The King's Avatar," "Lord of the Mysteries," and "Hatsune Miku" to launch co-branded mechanical keyboards.
In the office sector, Logitech's competitors are even stronger. On one hand, there are well-known brands like Apple, Huawei, and Xiaomi, which have launched their own keyboard and mouse peripherals based on their laptop and desktop products. Their core advantage lies in creating "ecosystem synergy," but their influence in the standalone peripheral market is relatively weak.
On the other hand, many emerging domestic peripheral brands are beginning to rise. For example, Maicong, founded in 2021, has successfully entered the market with high-cost-performance customized keyboards and esports magnetic switch keyboards. According to Frost & Sullivan, based on product sales in 2025, Maicong secured the top position in China for mechanical keyboard sales. According to AVC online retail monitoring data, in April this year, Maicong's keyboards and mice ranked second and fourth, respectively.
Lofree, founded in 2013, focuses on desktop aesthetics, transforming digital products like keyboards and mice into trendy items. In addition to launching high-aesthetic products, they frequently collaborate with celebrities, IPs, and brands, targeting urban white-collar workers. Lofree has previously collaborated with Crayon Shin-chan, MAC Cosmetics, Starbucks, QQ Music, and others. With its high aesthetic appeal, Lofree has gained favor with many young female users.
The established domestic brands like Shuangfeiyan, despite their simple designs, have strong penetration in essential scenarios such as schools and banks.
In short, the competition in the Chinese keyboard and mouse market is becoming increasingly fierce, especially with domestic brands rapidly emerging and capturing market share. This is mainly due to supply chain advantages. It is reported that China has over 500 mouse and keyboard manufacturers. Many companies that previously only did OEM are now launching their own brands, with Maicong and Aikou being examples of companies that originated from contract manufacturing.
Although Logitech still has strong market recognition for its dual-line strategy and high-end positioning, its path forward in this fiercely competitive market is not easy. Launching more low-cost products, targeting students, and focusing on aesthetic marketing may be some of Logitech's strategies to cope with market competition.
While the marketing mishap did not directly affect Logitech's sales, it served as a wake-up call for the brand, emphasizing the need for keen awareness and rational judgment in daily operations to avoid damaging the long-established trust and brand image.
Logitech's outstanding performance in the Chinese market signifies the success of its localization strategy, offering valuable insights for the operations of all foreign brands in China and highlighting the burgeoning keyboard and mouse sector in China. However, as mentioned earlier, market growth also brings new competition. Even at the forefront, a sense of crisis must be maintained, otherwise, it is easy to be overtaken.
