- Università: Em Lyon School Business
- Studenti:
Jiafei Chen, Yiran Gong, Jingwen Yang, Lingge Guo
Concept
In China, Uniclick is the first retail store that sells its own brand of custom ergonomic mice and basic mice from other brands. We understand the discomfort caused by using an inappropriate mouse for extended periods of time, which can lead to muscle soreness or tendonitis. Uniclick can tailor-make a mouse for you based on your needs. In addition to customized mice, we also sell basic mice from other brands both online and in our physical stores. We offer a variety of options such as wired/wireless models and mice with or without shortcut keys to meet the diverse needs of our customers.
Market
The computer peripheral manufacturing industry is expected to grow at an average annual rate of 1.8% in the five years leading up to 2022. Electronic manufacturing is highly concentrated in eastern and southern China. The mouse market consists of two main branches: esports and office use. In 2021, the mouse market accounted for 18.29% of the computer peripheral market. Prolonged and incorrect mouse usage has led to an increase in young people suffering from tendonitis. The continuous growth of the esports industry indicates increasing investment, creating significant opportunities for the custom mouse market.
Product & Service
We offer customized ergonomic mice for customers, allowing them to choose the mouse shape, color, weight, click sound, and more. Both online and offline, we sell basic mice from other brands, including wired and wireless options, with or without shortcut keys. We provide personalized services and professional advice on mouse selection. We also offer customized packaging options and, for every product sold, donate a portion of the proceeds to the Hope Project in the customer's name.
Target Customer
The main target group would be PC gaming users located in Shanghai, which in detail could be divided into 3 groups – “Student”, “Junior” and “Geek”. “Student” aged between 18 and 24, they are loyal to their favorite game and the relative sub-culture like cosplay and animation, so they would be attracted to first-level customization service with a limited budged, thus having a functional computer mouse and representative token for their community. “Junior” aged between 25 and 29, they boast the same interest as “Student” but with a higher budget, so they may be allured to the second-level customization service. And “Geek” aged between 30 and 34, men in particular, they pay more attention to the product functionality and the product technology. They would be interested in the ergonomics technology applied to the computer mouse, so they would be allured to the third-level product with a sound budget.
Store
Uniclick will be located in Shanghai, the second largest gaming capital in the world and the first in Asia, also having a very large number of e-sports lovers. We have chosen to open our first store in K11, a shopping mall in the heart of Shanghai's economic circle.
UNICLICK's store will be located on the first floor of the mall, covering 120 square meters, which guarantees us a high traffic volume.
Layout
As you step into our store, you will experience the fusion of advanced technology and a gaming atmosphere. We showcase customized mice from previous clients. You can personally operate these mice to feel the perfect combination of comfort and performance. In the center of the store, there is a glass room where we measure the data needed for your customized mouse and simulate the creation of your exclusive mouse.
Communication
For our communication and advertising, we chose a cognitive strategy and divide our communication plan into 3 parts: in-store display, on-line marketing and sponsorship. We will showcase our brand concept video on a big screen in-store to communicate our brand image and attract customers to UNICLICK. We'll create official social media accounts to present our customized products and brand news. For a female audience, we'll collaborate with influencers on platforms like Redbook. To engage male customers, we'll target PC game lovers on forums and have brand takeover ads and in-app advertisements. Additionally, we'll sponsor gaming clubs or players, offering equipment and services.
CRM
As a mid-to-high-end retail brand store, instead of discounts or gifts, an additional service would be offered to our membership who have personalized their computer mouse in our store, regardless of the customization level. On a quarterly basis, an offline gaming event would be held on the center square in K11 Shopping Center.
Each time, different games would be set as the event theme such as Onmioji for the first quarter, LOL for the second quarter. In this way, our brand image would not be demined and our brand specialty in the gaming sector could be strengthened.
Feasibility Study
the financial feasibility analysis indicates a positive outlook for the profitability of both product lines. However, it is important to continuously monitor market dynamics and adapt the business strategy accordingly to maintain sustainable growth and seize opportunities that may arise in the industry.
Future business plan
We have two direction for the future business plan: customized keyboard and branches in Beijing and Guangzhou.For customized keyboard, the future of the Chinese keyboard market looks promising, driven by advancements in technology, increasing demand for ergonomic and smart keyboards, and the growing gaming industry. This will result in a wider range of options for consumers, as well as intense competition among manufacturers to cater to the evolving needs and preferences of Chinese keyboard users. As for the branches in Beijing and Guangzhou,the future of custom mouse stores in Beijing and Guangzhou appears promising due to the growing demand for personalized computer peripherals, the presence of tech-savvy populations, and the strong gaming cultures in these cities. By delivering exceptional customization services, establishing a strong online presence, and strategically targeting their customer base, custom mouse stores can thrive and contribute to the flourishing technology market in these regions.
