On April 25, 2017, Logitech, a well-known PC peripheral manufacturer, held a multi brand strategy conference in Shanghai. This press conference is based on "Achieve More achievements ▪ With the theme of "Future", Logitech can be divided into Logitech brands that prefer office products, Logitech G brands that prefer games and e-sports, audio series UE brands and Jaybird brands that focus on wireless headphones for sports. After that, Logitech will implement a multi brand and multi category market strategy and launch new products that are more in line with consumer needs.

This conference was attended by many Logitech executives, such as Mr. Liu Kun, Logitech Global Vice President and President of Asia Pacific Region, Ujesh Desai, Logitech Global Vice President and General Manager of Game Category, Vikram Bawa, Logitech Asia Pacific Marketing Vice President, Mr. Jiang Zhixing, Logitech China Managing Director, Mr. Liu Jingjing, Logitech China Marketing Vice President, Mr. Ren Tao, Logitech China Sales Vice President, And many customers and consumers from Tencent Mutual Entertainment, Jingdong, etc. also attended this Logitech multi brand strategy conference.

As a dominant company in the PC peripheral industry, Logitech will launch a diversified multi field and multi brand strategy, not only limited to the computer peripheral industry, but also expand its business to games/e-sports, music, video conferencing, smart home and other industries, so Logitech Logitech G, UE and Jaybiad, among which Logitech focuses on the traditional fields that Logitech is good at, such as home and office; Logitech G is well known by the majority of game players, mainly in the field of games and e-sports; UE mainly focuses on wireless Bluetooth speakers and customized ear return earplugs; As a new member of Logitech family, Jaybird focuses on Bluetooth headset and sports market.

As a peripheral manufacturer with a long history, Logitech obviously never lacks innovative design. It has won many heavyweight industrial design awards such as Red Dot Design Award, iF Design Award and GOOD DESIGN Design Award for many times.

Logitech's multi brand strategy this time is to hope that its various brands can serve consumers in different fields, so that Logitech's products can be divided into three eight hours to serve the public, that is, to use Logitech's conference video system and office peripherals at work, to enjoy music with UE speakers or headphones at leisure, and to return to Logitech's smart home at home to enjoy life, When playing the game, use the Logitech G series game peripherals to conquer the city, and when exercising, use Jaybird's Bluetooth earplugs to enjoy the exhilaration of sports.

As a company that has already had a profound influence in the initial stage of e-sports, Logitech obviously will not miss this tide when e-sports enter the formal sports. With the official emergence of e-sports as the official event of the 2022 Hangzhou Asian Games, this is the most direct proof that the controversial e-sports has been accepted by mainstream consumer groups, Logitech G, a brand focusing on games and e-sports, will further increase its investment in e-sports.

In addition to announcing the multi brand strategy and inviting a number of Logitech executives to make speeches, Logitech also unexpectedly announced that it had reached cooperation with Tencent Mutual Entertainment and would become the official partner of the 2017 League of Heroes Global Finals, which was the first time that the League of Heroes Finals settled in China. Logitech seized this opportunity to cooperate with Tencent Mutual Entertainment and also demonstrated Logitech's presence in the Chinese market, In particular, the importance of e-sports in this field.

Logitech also invited some members of its iG team and Royal RNG team, which have sponsored for many years. These two well-known domestic teams are frequent guests of the global finals of the League of Heroes, and also represent the highest level of the League of Heroes in China.

The national e-sports competition and professional league championship trophy also came to the press conference.

In addition to e-sports, Logitech also introduced the Jaybird brand, a new member of the Logitech family, at this press conference. Although it is not well known in China, it has become the third Bluetooth headset brand in the North American market. This time Logitech also brought it to the Chinese market, and launched its new sports Bluetooth earplug Jaybird X3, which focuses on enjoying sports, Enjoy the pleasure brought by Bluetooth in the movement, and no longer subject to the inconvenience brought by the cable.

In addition to Jaybird, the well-known UE brand has also launched its new Bluetooth speakers, which is different from Jaybird's ability to enjoy sports and challenge the limits, UE's products are more life oriented. The Ultimate EarsWonderboom brought by it is small and portable, has strong shock resistance and fall resistance, and can be carried anywhere at any time to enjoy worry free music. It also has IPX7 waterproof level, and does not affect the enjoyment of music when swimming. Bright, simple, and happy are the ideas that UE brand wants to bring to everyone.

Of course, as the leader in the field of PC peripherals, new peripherals cannot be absent. Logitech officially released its new keyboard and mouse products: G413, G Pro keyboard and G Pro mouse. As professional e-sports peripherals specially built for Chinese e-sports players, several products are very distinctive. Among them, G413 adopts suspended keycap supported by black/silver steel plate, which is quite amazing in appearance. This style is a rare design in Logitech series keyboards.

The G Pro game keyboard is much more low-key. It adopts the compact 87 key design, and the key cap design also adopts a more traditional style. The overall design is very simple and smooth, with more emphasis on practical experience. It uses Romer-G developed by Logitech itself ™ The mechanical shaft is a shaft specially made by Logitech for professional players. It is formed by 1.5mm short excitation and has rapid response. It is also integrated with the mute design, speed, precision and silence. Logitech adopts KSP and Romer-G ™ The design method of mechanical shaft combination adopts double contact redundancy design, which can almost eliminate mechanical shaft errors such as double click. Compared with traditional mechanical shafts, this design improves the response speed by 20%, and the maximum service life of the shaft body can reach 70 million times.

In addition to the G Pro keyboard, the G Pro mouse is also launched. It uses Logitech's most high-end PMW3366 engine, which is Logitech's most powerful optical engine at present, and can provide the same powerful performance as Logitech's flagship mouse G900. In terms of appearance, it is relatively low-key, continuing the appearance design of G102, which is also a classic design inherited from the Aurora Spindle, MX300, G1, G100s and other mice, and is also one of the appearance designs most accepted by Logitech users.

The experience area provides a variety of professional E-sports peripherals of Logitech G series, including professional game mice such as G900, G403 and G Pro, as well as game mechanical keyboards such as G910, G Rro and G413.

As the largest release conference held by Logitech in China this year, this "Achieve More Achievements ▪ The "Future" multi brand strategy conference is not only a hardware feast, but also an oath ceremony for Logitech to move towards multi brand diversification and introduce its multi category products to the mainland market. The presence of several Logitech executives and partners shows Logitech's importance to the Chinese market. I believe that with Logitech's further understanding of the Chinese market, We can see more and more Logitech in our future life.

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