汲嘉建Jiajian (Felix) Ji
海外产品经理 · 游戏外设Overseas Product Manager · Gaming Peripherals 中国广州Guangzhou, China

游戏外设海外产品经理。我在价格战之外找到竞品没占的位置,把被忽视的产品放到需要它的市场。Overseas product manager for gaming peripherals. I find the gaps competitors leave outside the price war and bring overlooked products to the markets that need them.

(001)作品Selected work
MediaMarkt.de shelf analysis slide

德国 · 市场进入Germany · Go-to-market004

线上是一场打不赢的价格战,线下货架看口碑。我找到 MediaMarkt 货架上的空位,以高端新进入者的定位切入。Online was a price war we couldn't win, and retail shelves reward reputation. I found the open slots on MediaMarkt's shelves and entered as a premium newcomer.

Machenike TH66 sell sheet

巴西 · 销售Brazil · Sales005

把国内积压的 TH66 按当地日常场景重新定位,再把当地审美写进 Carbon 系列。两者客户都已承诺采购。Repositioned the slow-moving TH66 around everyday local use and wrote local style into the new Carbon line. Customers committed to both.

Thunderobot G50 8K controller

海外官网Overseas website006

搭建并上线雷神新的海外产品官网,配合 GitHub 驱动发布,让发烧友和 AI 搜索找到我们。Built and launched Thunderobot's new overseas product site, paired with a GitHub driver release so enthusiasts and AI search can find it.

Thunderobot X7s Pro Max mouse

新品规划New products007

从职业选手的具体问题出发:在枪声里听见脚步声的有线耳机,和让灵敏度曲线可信的鼠标垫。Two products built from pro players' problems: a wired headset that pulls footsteps out of gunfire, and a mouse pad line for a sensitivity curve they can trust.

Order app screenshot, data blurred

数据与合规Data and compliance008

把散在各处的型号、料号、认证和订单整理成一个数据源:551 个型号,以及覆盖四个市场的认证框架。Pulled scattered model, part-number, certification and order data into one source: 551 models and a certification framework for four markets.

MosquitNo mosquito detector prototype

更早的经历Earlier work009

联合创办演出公司、运营消费电子内容、做硬件原型,并作为共同发明人获得一项专利。Co-founded a live events company, ran consumer electronics content, built hardware prototypes and co-invented a patent.

(002)关于我About

我是雷神科技的海外产品经理,负责雷神、机械师两个品牌的游戏外设,市场覆盖东南亚、巴西和德国。工作从市场进入、销售,一直延伸到产品规划、合规和产品数据。

我在俄亥俄州立大学读了电气与计算机工程和实验心理学两个学位。前者让我看得懂产品是怎么做出来的,后者让我关心用户为什么会选它。

I'm an overseas product manager at Thunderobot, working on Thunderobot and Machenike gaming peripherals for Southeast Asia, Brazil and Germany. The work runs from go-to-market and sales to product planning, compliance and product data.

I studied electrical and computer engineering and experimental psychology at Ohio State. One tells me how a product gets built; the other, why someone picks it.

市场Markets东南亚 · 巴西 · 德国Southeast Asia · Brazil · Germany
品牌Brands雷神 Thunderobot · 机械师 MachenikeThunderobot · Machenike
品类Categories鼠标 · 键盘 · 手柄 · 耳机Mice · Keyboards · Controllers · Headsets
语言Languages中文(母语)· 英语(TOEFL 116)Mandarin (native) · English (TOEFL 116)

(003)我做什么What I do

市场进入Go-to-market渠道与货架调研、定价、竞品分析,找到能切入的位置。Channel and shelf research, pricing and competitor analysis to find a way in.
销售Sales经销客户从谈判到交付:进口商毛利、税费和订单执行。Distributor customers from negotiation to delivery: importer margins, duties and order execution.
产品规划Product planning从用户问题出发定义新品,维护双品牌海外产品路线图。New products defined from user problems, plus the overseas roadmaps for both brands.
数据与合规Data and compliance产品主数据、认证框架、本地化和自动化变更报告。Product master data, certification framework, localization and automated change reports.

德国:在价格战之外找到货架空白Germany: finding shelf gaps outside the price war

雷神外设进入德国零售前,需要回答三个问题:在哪里卖、以什么价格卖、凭什么被选中。我用同日采集的官方渠道价格、各网店货架和公开的渠道数据回答了它们。

Before Thunderobot entered German retail, it needed three answers: where to sell, at what price, and why a buyer would pick it. I answered them with same-day official-channel prices, the shelves of each retailer and public channel data.

发现 · 线上Finding · Online

线上是一场打不赢的价格战Online is a price war we cannot win

中国品牌在亚马逊靠低价和直营取胜。ATK、迈从走官网直营,同样毛利下零售价比经销渠道低 23–26%。

Chinese brands win on Amazon through low prices and direct sales. ATK and MCHOSE sell direct, 23–26% cheaper than a distribution channel at the same margin.

发现 · 线下Finding · Retail

线下货架看的是口碑Retail shelves reward reputation

MediaMarkt 自营货架由国际一线主导,进去的中国品牌只有 8BitDo、Keychron、GameSir 这类在欧洲做了多年的品牌。调研时,自营游戏鼠标 131 款中没有中国品牌。

International brands lead MediaMarkt's own shelves. The Chinese brands there, such as 8BitDo, Keychron and GameSir, built a European reputation over years. At the time of the study, none of its 131 own-range gaming mice was Chinese.

发现 · 空白Finding · Gaps

货架上留着空位The shelf has open slots

X7 Pro Max 会是货架上最便宜的 8K 鼠标。Switch 货架上没有 8K 或 TMR 摇杆手柄,也没有 $100 以上的第三方手柄。

The X7 Pro Max would be the cheapest 8K mouse on the shelf. The Switch shelf had no 8K or TMR-stick controller, and no third-party controller above $100.

决定Decision

以高端新进入者的定位切入 MediaMarkt,先上能填补空白的型号,线上价格与线下价格一起管。已与 MediaMarkt 建立首次接触,这套方法也沿用到了巴西市场研究。

Enter MediaMarkt as a premium newcomer, lead with the models that fill the gaps, and manage online and retail prices together. First contact with MediaMarkt has been made, and the same method now drives the Brazil study.

MediaMarkt.de two-tier shelf: own range and marketplace counts
图Fig. 1.1MediaMarkt.de 有两层货架:自营货架只有一线和自有品牌,第三方卖家区全是白牌。MediaMarkt.de runs two shelves: its own range carries leading and house brands, while the marketplace is all white-label.
German electronics retail, online versus offline
图Fig. 1.2电子类 55% 仍在线下,线上 63% 经过 Amazon.de(HDE Online-Monitor 2026)。55% of electronics still sells offline; 63% of online goes through Amazon.de (HDE Online-Monitor 2026).
German retail chains and online store ranking
图Fig. 1.3线下只有 MediaMarktSaturn 一家总部统一经营的全国连锁(EHI、ECDB)。MediaMarktSaturn is the only centrally run national chain (EHI, ECDB).
Five European markets compared
图Fig. 1.4为什么先选德国:游戏收入、玩家数和 MediaMarkt 门店数都是欧洲第一。Why Germany first: Europe's largest gaming revenue, player base and MediaMarkt store count.
Decision deck cover
图Fig. 1.5决策文稿封面。文稿、工作簿和看板由同一份内容源生成,改一处三处同步。Deck cover. Deck, workbook and dashboard are built from one content source, so one edit updates all three.

巴西:给被忽视的产品找到需求Brazil: finding demand for overlooked products

巴西的客户是进口商:按 FOB 买货、自己清关、自己在 Mercado Livre 上卖。所以我先算清客户每卖一台能赚多少,再找出哪些产品在当地有别人没满足的需求。

The customer in Brazil is an importer that buys FOB, clears customs and sells on Mercado Livre. So I first worked out what the importer earns per unit, then looked for products with local demand nobody else was meeting.

Machenike TH66 English sell sheet
图Fig. 2.1TH66 ANC 游戏耳机的英文卖点板,用于海外客户和渠道。English sell sheet for the TH66 ANC gaming earbuds, used with overseas customers and channels.
TH66 noise-cancelling scene: subway, fans and crowds
图Fig. 2.2TH66 的降噪卖点落在日常场景:地铁、通勤、嘈杂环境。The TH66 story lands in everyday noise: the subway, the commute, crowded places.
TH66 · 重新定位TH66 · Repositioning

积压库存变成新市场的产品From slow stock to a product for a new market

TH66 在国内积压,也没有价格优势。我调研了当地文化和日常使用场景,找到它能填的需求缺口,按这个方向重新定位,巴西客户已承诺采购。

The TH66 was slow-moving stock at home with no price edge. I studied local culture and everyday use, found the gap it could fill, and repositioned it around that. Brazilian customers have committed to buy it.

K600 · K600T · Carbon 系列Carbon line

从价格战里走出来的新系列A new line out of the price war

K600 和 K600T 在巴西被白牌和直营品牌的价格战围剿。和客户、用户沟通后,我把当地的审美和风格偏好写进新 Carbon 系列的需求,帮助产品走出价格战,客户同样已承诺采购。

In Brazil, the K600 and K600T were caught in a price war with white-label and direct-sales brands. After talking with customers and users, I wrote local style preferences into the brief for the new Carbon line of K600 and K600T keyboards. Customers have committed to it as well.

Importer margin chain · 进口商单台毛利链 From the FOB price through freight, import duties, landed cost, platform fees and sales tax to the importer's margin per unit. FOB 出厂价FOB price唯一输入the only input CIF 桑托斯CIF Santos海运 · 保险freight, insurance 进口税费Import dutiesII · IPI · COFINS 到仓成本Landed costICMS · 报关ICMS · customs 平台费用Platform feesML 佣金 · 运费ML fee · freight 销售端税Sales taxLucro Presumido 进口商单台毛利Importer margin / unit挂牌价 − 以上全部list price − all costs 每个参数都带来源和采集日期,可改;FOB 由公司填写。 Every parameter carries its source and capture date and can be changed; the company enters the FOB.
图Fig. 2.3进口商毛利模型的结构。谈判时用它说明每个价格点对客户意味着什么。Structure of the importer margin model, used in negotiation to show what each price point means to the customer.

海外官网:让发烧友和 AI 搜索找到我们Overseas website: getting found by enthusiasts and AI search

欧美用户买外设前会先查测评、看规格、找驱动。我搭建并上线了雷神全新的海外产品官网,配合驱动在 GitHub 上的发布,让产品信息出现在发烧友社区和 AI 搜索会引用的地方。

Buyers in Europe and North America read reviews, compare specs and look for drivers before they buy. I built and launched Thunderobot's new overseas product website and paired it with a GitHub release of the driver, so product information shows up where enthusiasts and AI search engines look.

Website and GitHub driver release · 官网与 GitHub 驱动发布 The new site's product pages and the GitHub driver release link to each other and are seen together by AI search and enthusiast communities. 雷神海外产品官网Thunderobot overseas site产品页 · 规格 · 驱动入口products · specs · drivers GitHub 驱动发布GitHub driver release版本与更新记录公开可查public versions and changelog AI 搜索的曝光Visibility in AI search可被引用的公开来源public sources it can cite 发烧友群体的曝光Visibility among enthusiasts契合欧美用户研究产品的习惯how EU and NA buyers research
图Fig. 3.1官网与 GitHub 驱动发布配合的曝光路径。How the site and the GitHub driver release work together for visibility.

新品规划:为职业选手做的耳机和鼠标垫New products: a headset and a mouse pad for pro players

两款新品都从职业选手的一个具体问题出发,目前都在研发中。

Each product starts from one concrete problem pro players face. Both are in development.

有线电竞耳机Wired esports headset

在枪声里听见脚步声Hearing footsteps through gunfire

耳机本身是无源、封闭式、有线的,去遮蔽引擎放在随附的 USB-C 桌面盒里,在枪声和爆炸声中把脚步声分离出来,总音量反而更低。我完成了市场研究、专利规避分析和产品需求文档(PRD)。

The headset itself is passive, closed and wired. The unmasking engine sits in a USB-C desk unit that pulls footsteps out of gunfire and explosions at a lower overall volume. I completed the market research, the patent design-around analysis and the product requirements document.

鼠标垫系列Mouse pad line

让灵敏度曲线可以信赖A sensitivity curve players can trust

职业选手面对的问题是鼠标灵敏度曲线不可靠。鼠标垫系列从这个问题出发定义产品需求。

Pro players can't rely on their mouse sensitivity curve. The mouse pad line builds its requirements around that problem.

Headset system topology · 耳机系统拓扑 The PC sends audio over USB to the desk unit, which drives the passive headset; the microphone returns to the desk unit; the headset can also plug straight into a controller or phone. USB audio 3.5 mm 麦克风回传mic return 被动模式 · 直连passive mode · direct PC / 游戏主机PC / console游戏音频game audio USB-C 桌面盒USB-C desk unit去遮蔽引擎在这里the engine lives here 有线电竞耳机Wired esports headset无源 · 封闭式passive · closed-back 可拆麦克风Detachable mic 手柄 / 手机 / 比赛 PCPad · Phone · Stage PC
图Fig. 4.1耳机的系统拓扑。耳机保持无源,所有处理放在桌面盒里,比赛现场也能直连使用。System topology. The headset stays passive, all processing sits in the desk unit, and it still plugs in directly on a tournament stage.
Thunderobot ZERO98 keyboard exploded view
图Fig. 4.2路线图中的在售型号 ZERO98,官方爆炸图。ZERO98, a released model on the roadmap. Official exploded view.
路线图Roadmaps

双品牌、按市场维护Two brands, kept current

编制并维护雷神、机械师 2026–2027 海外产品路线图,覆盖型号、上市时间、规格和配色。上市时间只从项目管理表取,每次改动前先列出路线图、样表和项目管理表之间的差异,经确认后再改。

I build and maintain the 2026–2027 overseas roadmaps for Thunderobot and Machenike: models, launch timing, specifications and colors. Launch dates come only from the project management master. Every change starts with a list of differences between the roadmap, the model sheet and the master, confirmed before editing.

未发布型号不在本作品集展示Unreleased models are not shown here

数据与合规:一个数据源,四个市场Data and compliance: one data source, four markets

型号、料号、认证和订单原本散在多个在线表格和网盘里,查一个型号要问好几个人。我把它们整理进一张主表,再部署到本地服务器上的数据库里,所有客户版样表和报表都从这里生成。

Model, part-number, certification and order data lived in several online sheets and network drives, so checking one model meant asking several people. I consolidated it into one master sheet, moved it into a database on a local server, and now generate every customer sheet and report from there.

Product data system · 产品数据体系 Four inputs feed one master data source, which generates customer model sheets, roadmaps, market research product tables and daily change reports. 项目管理表Project master上市时间 · 状态launch dates · status 产品参数表Spec sheets规格 · 配色specs · colors 料号 / 条码总表Part numbersSAP · EAN 认证与测试报告Test reportsCE · RoHS · UN38.3 主数据:外设样表主表 + 自托管 Teable 数据库 Master data: model sheet master + self-hosted Teable database 型号 · 订单 · 认证报告 · 认证类型 · 电池资料 — 每次变更走有证据的变更单,写入后回读核对 models · orders · cert reports · cert types · batteries — every change is an evidence-backed order, read back after writing 客户版样表Customer sheets欧洲 · 东南亚 · 巴西EU · Southeast Asia · Brazil 产品路线图Roadmaps雷神 · 机械师Thunderobot · Machenike 市场研究产品表Research tables德国 · 巴西Germany · Brazil 变更跟踪与日报Change reports每小时自动比对hourly automatic diffs
图Fig. 5.1上行是分散的输入,中间是唯一的主数据,下行是从它生成的交付物。Scattered inputs at the top, one master in the middle, the outputs it generates at the bottom.
Read-only overseas order app on the office network, order data blurred
图Fig. 5.2局域网内免登录查看的只读订单应用:月度总览、订单明细、批次、SKU、客户和地区。订单数据已模糊处理。Read-only order app on the office network: monthly overview, order lines, batches, SKUs, customers and regions. Order data blurred.
Local Ubuntu server
图Fig. 5.3数据库所在的本地服务器,运行 Ubuntu。The local server running the database, on Ubuntu.
市场Market核心认证与法规(摘要)Key certifications and rules (summary)项数Items
欧盟EUEN 62368-1 安全、EMC、RED 含网络安全、USB-C 统一接口、RoHS / REACH、新电池法规、PPWR 包装、UN38.3、CE / WEEEEN 62368-1 safety, EMC, RED incl. cybersecurity, USB-C common charger, RoHS / REACH, new Battery Regulation, PPWR packaging, UN38.3, CE / WEEE26
巴西BrazilANATEL 无线认证与标识、葡语标签、电池 CONAMA / IBAMA、UN38.3、ISPM 15ANATEL radio approval and marking, Portuguese labeling, batteries under CONAMA / IBAMA, UN38.3, ISPM 158
东南亚Southeast Asia菲律宾 NTC、越南 MIC、香港 OFCA,以及各地标签与语言要求Philippines NTC, Vietnam MIC, Hong Kong OFCA, plus local labeling and language rules按市场Per market
韩国KoreaKC 安全 / EMC / 无线、电池 KC、韩文标签KC safety / EMC / radio, battery KC, Korean labeling按市场Per market
Certification app: CE-RED explanation, legal basis and report downloads, report numbers blurred
图Fig. 5.4认证框架也做进了数据库:每一项都有说明、法规依据和报告下载。报告编号已模糊处理。The certification framework lives in the database too: each item has an explanation, its legal basis and report downloads. Report numbers blurred.

更早的经历:演出、内容、硬件原型Earlier work: live events, content, hardware prototypes

做产品之前,我办过线下演出、做过消费电子内容,也在学校里从零做过硬件原型。

Before product work, I ran live events, made consumer electronics content and built hardware prototypes from scratch at school.

2018 – 2019 · 青岛2018 – 2019 · Qingdao

原力时代 · 联合创始人Yuanli Shidai · Co-founder

  • 策划执行“出人头地”线下演出系列,在 Downtown Livehouse 等场地办演出,并举办 200 人以上规模的音乐节。
  • 对接表演者、场地和赞助商,负责宣发与现场统筹,合作艺人包括法老、AY杨佬叁、张雪飞。
  • 扶持新人艺人,帮他们争取演出机会、曝光和资源。
  • Created and ran the Chutourendi (出人头地) live show series, staged shows at venues including Downtown Livehouse, and ran music festivals with more than 200 attendees.
  • Booked performers, venues and sponsors and led promotion and on-site coordination, working with artists including Pharaoh, Amber Yeo and Zhang Xuefei.
  • Helped new artists win stage time, exposure and resources.
2017 – 2018

猫眼科技 · 新媒体运营实习Maoyan Technology · New Media Operations Intern

  • 发掘值得关注的消费电子产品,撰写调研文章、剪辑产品视频。
  • crazybaby Mars 磁悬浮音箱和 iPad Pro 的内容获得大量关注和浏览。
  • 账号粉丝在职期间从零做到 30 万,目前仅微信平台已超过 100 万。
  • Found noteworthy consumer electronics, wrote research articles and edited product videos.
  • Pieces on the crazybaby Mars levitating speaker and the iPad Pro drew especially wide attention and views.
  • The account grew from zero to 300,000 followers during the internship and now has more than 1 million on WeChat alone.
Mosquito detector, front
图Fig. 6.1MosquitNo 蚊虫探测器(项目负责人):麦克风 + 摄像头,探测准确率 90%。MosquitNo mosquito detector (project lead): microphones and camera, 90% detection accuracy.
Mosquito detector, inside with Raspberry Pi 5
图Fig. 6.2内部:Raspberry Pi 5 运行 FFT 和 YOLO,3D 打印外壳。Inside: a Raspberry Pi 5 runs FFT and YOLO in a 3D-printed case.
Smart wallet SolidWorks model
图Fig. 6.3带 GPS 和远距离自动闭锁的智能钱包,SolidWorks 建模。Smart wallet with GPS and long-distance auto-lock, modeled in SolidWorks.
专利 · 2018Patent · 2018

基于 LSTM 的论坛情绪与股票波动预测Predicting stock volatility from forum sentiment with an LSTM

爬取网络论坛帖子,人工标注训练情绪模型,把情绪指标做成时间序列,再用 LSTM 预测指定股票的波动率。共同发明人(6 人团队),澳大利亚创新专利 AU2018100320A4,2018 年 4 月授权。

Crawled online forum posts, trained a sentiment model on hand-labeled data, turned sentiment into a time series and used an LSTM to predict a stock's volatility. Co-inventor in a team of six on Australian innovation patent AU2018100320A4, granted April 2018.

在校还完成了 29 名受试者的心理旋转实验(毕业论文),并在 Redline Racing 汽车俱乐部兼职电路与 PCB 维修。

At school, I also ran a mental rotation study with 29 participants for my thesis and repaired car electronics and PCBs part-time at the Redline Racing club.

Front page of Australian innovation patent AU2018100320A4
图Fig. 6.4专利首页,澳大利亚专利局。Patent front page, Australian Patent Office.
(010)

常见问题Questions people ask

关于我、我的项目,以及比你想问的还多一点的游戏外设知识。About me, my projects, and slightly more about gaming peripherals than you asked.

关于我About me

为什么域名叫 Sunset Boulevard?Why is the domain called Sunset Boulevard?

我在洛杉矶读的初中和高中,周末常沿着日落大道闲逛,那是我放松的地方。后来我发现现代社会什么都能变现,包括性格和尊严,“人设”这个词听起来越来越讽刺,而《日落大道》这部电影讲的正是一个人被自己的人设困住。所以我给自己的创业项目起了这个名字。很多年过去了,名字一直留着:它提醒我别活成一个人设,也在我偷懒的时候踢我一脚。I went to middle school and high school in Los Angeles, and Sunset Boulevard was where I spent weekends doing nothing in particular. Later I noticed that modern life monetizes everything, personality and dignity included, and the Chinese word 人设 (your curated persona) started to sound ironic. The film Sunset Boulevard is about someone trapped inside her own persona, and I love it. So I named my entrepreneurial project after the street. Years later the name is still here, because it reminds me not to become a persona, and it kicks me when I get lazy.

为什么读两个学位?Why two degrees?

心理学解释人为什么买粉色的鼠标,工程解释鼠标为什么能按时出货。我着迷于人和社会为什么不一样,文化怎样悄悄影响人,以及人在自己都没察觉的情况下是怎么做决定的。工程是我更“工程师”的一面:我喜欢把事情规划好、排整齐,项目按计划推进时会很开心;真出了意外,我也希望一切都在预案里,表面上淡定,心里其实在翻第三套方案。Psychology explains why someone buys the pink mouse; engineering explains why it ships on time. I'm fascinated by how people and societies differ, how culture quietly shapes them, and how people decide things without noticing they're deciding. Engineering is the more engineer side of me: I like things organized and planned out, and I enjoy a project that goes to plan. When surprises happen anyway, I want them covered by a plan too, so I look calm on the outside while flipping to option C on the inside.

为什么不做音乐和演出了?Why aren't you in music and live events any more?

办演出的那几年,我发现媒体和内容对我来说更像一种手段,而我喜欢的是目的本身:东西做出来、卖出去、真的到了某个人手里。没有目的,手段就显得空。再加上疫情把现场演出按了暂停键,顺便也把我的计划按了暂停键。现在做产品,手段和目的终于在同一张桌子上。Running shows taught me that media is a means to an end, and I like working on the end: a thing that gets made, sold and actually lands in someone's hands. Without the end, the means feels empty. Then COVID paused live events, and my plans with them. Product work puts the means and the end at the same table.

为什么是游戏外设?Why gaming peripherals?

因为现在的外设太标准、太舒服了。赛车的桶形座椅贴合得完美,却一点都不“舒适”,因为舒适只有在帮助发挥的时候才有意义。好的游戏外设也应该这样:它该让你表现更好,而不是让你更放松。眼下的行业却在堆参数、加没人用的功能,像在给短跑运动员的鞋装杯架。我最喜欢的设计哲学来自 Finalmouse 和 Wallhack:只留下影响发挥的部分,然后把这件事讲得让人信。我喜欢他们的产品,也喜欢他们的营销。Because peripherals have become too standard and too comfortable. A racing bucket seat fits you perfectly and is not comfortable at all, because comfort only matters when it helps performance. Gaming peripherals should be uncomfortable in that sense: built to make you play better, not to relax you. Instead the industry stacks specs and adds features nobody uses, like fitting a cup holder to a sprinter's shoe. My favorite design philosophies are Finalmouse and Wallhack: keep only what affects performance, then tell that story well. I admire their products and their marketing in equal measure.

你现在做什么工作?What do you do?

我是雷神科技的海外产品经理,负责雷神和机械师两个品牌的鼠标、键盘、手柄和耳机,工作覆盖市场进入、销售、产品规划、合规和产品数据。I'm an overseas product manager at Thunderobot, responsible for Thunderobot and Machenike mice, keyboards, controllers and headsets. The work covers go-to-market, sales, product planning, compliance and product data.

你做过哪些市场?Which markets have you worked on?

东南亚、巴西和德国。德国做了零售市场进入研究,巴西负责经销客户的销售和订单,东南亚负责客户版产品资料和认证要求。Southeast Asia, Brazil and Germany. In Germany I led the retail market-entry study, in Brazil I handle distributor sales and orders, and for Southeast Asia I prepare customer product sheets and certification requirements.

你用哪些语言工作?Which languages do you work in?

中文是母语,英语达到专业工作水平(TOEFL 116),在美国读完大学。Mandarin is my native language, and I work professionally in English (TOEFL 116) after completing university in the United States.

关于项目About the projects

为什么在德国先做 MediaMarkt,而不是亚马逊?Why lead with MediaMarkt in Germany rather than Amazon?

亚马逊上的中国品牌靠低价和直营竞争,雷神在那里没有价格优势。德国电子产品 55% 仍在线下销售,而 MediaMarkt 自营游戏鼠标货架上还没有中国品牌,这是一个价格战之外的位置。On Amazon, Chinese brands compete on low prices and direct sales, where Thunderobot has no price edge. In Germany, 55% of electronics still sells offline, and MediaMarkt's own gaming mouse shelf had no Chinese brand at the time of the study. That's a position outside the price war.

TH66 在巴西是怎么重新定位的?How was the TH66 repositioned for Brazil?

它在国内是积压库存,也没有价格优势。我把降噪卖点落在巴西用户的日常场景里,比如地铁、通勤和嘈杂环境,而不是和电竞耳机比参数。It was slow-moving stock at home with no price edge. I placed its noise cancelling in Brazilian everyday life, such as the subway, the commute and crowded places, instead of competing with esports headsets on specs.

新耳机怎么在枪声里听见脚步声?How does the new headset hear footsteps through gunfire?

耳机本身是无源有线的,处理放在 USB-C 桌面盒里,把脚步声从枪声和爆炸声的遮蔽中分离出来,总音量反而更低。产品还在研发中,细节上市后公开。The headset itself is passive and wired. Processing sits in a USB-C desk unit that separates footsteps from the masking of gunfire and explosions, at a lower overall volume. It's still in development, and details will be published at launch.

为什么不展示价格和客户名称?Why aren't prices or customer names shown?

这些是公司的保密信息。作品集只展示方法、结构和公开数据,面试中可以口头说明更多细节。They're confidential to the company. This portfolio shows methods, structure and public data only; I can go into more detail in an interview.

市场与品牌Market and brands

游戏外设市场有多大?How big is the gaming peripheral market?

各家研究机构对 2024 年全球游戏外设(鼠标、键盘、耳机、手柄)的估算大多在 50–70 亿美元之间,年增长高个位数;差异主要来自要不要把电竞椅和显示器也算进去。更有用的数字是结构:电子产品在德国仍有 55% 通过线下销售,而线上 63% 的交易经过 Amazon.de(HDE Online-Monitor 2026)。所以“线上卖得好”和“进了货架”是两件事。Most industry estimates put the global market for gaming mice, keyboards, headsets and controllers at roughly USD 5–7 billion in 2024, growing in the high single digits a year; the spread comes from whether chairs and monitors get counted. The more useful numbers are structural: in Germany, 55% of electronics still sells offline, and 63% of online sales run through Amazon.de (HDE Online-Monitor 2026). Selling well online and being on a shelf are two different achievements.

有哪些主要品牌?Who are the main brands?

国际一线是罗技 G、雷蛇、SteelSeries、Corsair,加上 HyperX 这类大厂子品牌。第二梯队是把“轻、准、少”做成信仰的小众品牌:Finalmouse、Wallhack、Endgame Gear、Pulsar。中国品牌这几年集体上桌:ATK、VXE/VGN、Lamzu、迈从、达摩鲨做鼠标,Keychron 做键盘,8BitDo、GameSir、飞智做手柄。调研时亚马逊德国鼠标前 100 名里中国品牌占 39% 的款数,但按销量只有约 24%,罗技和雷蛇还是卖得最多;MediaMarkt 自营的 131 款游戏鼠标里则一款中国品牌都没有。The international tier is Logitech G, Razer, SteelSeries and Corsair, plus big-company sub-brands like HyperX. The second tier turned "light, accurate, nothing extra" into a belief system: Finalmouse, Wallhack, Endgame Gear, Pulsar. Chinese brands arrived at the table together in the last few years: ATK, VXE/VGN, Lamzu, MCHOSE and Darmoshark in mice, Keychron in keyboards, 8BitDo, GameSir and Flydigi in controllers. During my study, Chinese brands held 39% of the models in Amazon.de's mouse top 100 but only about 24% of the volume, with Logitech and Razer still selling the most, and none of MediaMarkt's 131 own-range gaming mice was Chinese.

中国品牌和国际品牌打法有什么不同?How do Chinese and international brands compete differently?

中国品牌的优势是供应链:同一颗 PAW3950 传感器,国际大牌卖 150 美元,中国品牌能卖 50 美元,还走官网直营,再省掉 23–26% 的渠道毛利。代价是品牌口碑要从零攒,线下渠道进不去。国际品牌反过来:价格高、迭代慢,但货架、售后和电竞赞助已经铺了二十年。所以最聪明的中国品牌不打价格战,而是找国际品牌没做的产品。Chinese brands win on supply chain: the same PAW3950 sensor sells for USD 150 under an international logo and USD 50 under a Chinese one, often direct from the brand's own site, which saves another 23–26% of channel margin. The cost is a reputation that starts at zero and retail doors that stay shut. International brands are the mirror image: higher prices, slower iteration, but twenty years of shelves, service and esports sponsorship. The smartest Chinese brands therefore skip the price war and build the product the big names haven't.

设计哲学Design philosophy

好的游戏外设应该舒服吗?Should a gaming peripheral be comfortable?

只在舒服有助于发挥的时候。手型贴合、重量合适、按键在手指自然落点上,这些“舒服”都直接变成成绩。但软垫、灯光、十二个侧键和一个可以开会用的麦克风,是给沙发准备的,不是给比赛准备的。判断一个功能该不该留的标准只有一个:拿掉它,你会打得更差吗?不会的话,它就是重量。Only when comfort helps you play. A shape that fits your grip, the right weight, buttons where your fingers already are: that kind of comfort turns straight into results. Padding, lighting, twelve side buttons and a microphone good enough for meetings belong on a sofa, not at a match. There is one test for any feature: remove it, and do you play worse? If not, it's weight.

“一致性”为什么既好又坏?Why is consistency both good and bad?

好的一面很直接:鼠标垫每一寸的摩擦一样、传感器每一次移动的比例一样,肌肉记忆才有东西可记。坏的一面有三层。第一,太一致的东西没有反馈,玻璃垫在任何湿度下都一样,也意味着你发挥失常时它不会替你背锅。第二,一致性会让你只在一种条件下强,换一张垫、换一个赛场,适应力反而成了短板。第三,消费者嘴上要一致,手上要熟悉:布垫批次之间本来就有差异,很多人反而偏爱自己用旧了的那一张。我做的鼠标垫项目就是从“灵敏度曲线不可靠”这个一致性问题出发的。The good side is simple: when every inch of the pad has the same friction and every move maps to the same cursor distance, muscle memory has something to memorize. The bad side has three layers. First, a perfectly consistent surface gives no feedback: a glass pad feels the same in any humidity, which also means it never takes the blame for your bad day. Second, consistency makes you strong under one condition; change the pad or the venue and adaptability becomes the weakness. Third, players say they want consistency but their hands want familiarity, which is why so many prefer the cloth pad they've already worn in. My mouse pad project started from exactly this: a sensitivity curve players can't rely on.

鼠标为什么越来越轻?多轻算够?Why do mice keep getting lighter, and how light is enough?

2015 年的旗舰鼠标普遍 100 克以上;2019 年镂空壳把 70 克变成常态;现在 40–60 克的实心壳是主流,因为更轻的鼠标在快速甩枪和微调时惯性更小、更容易停住。但轻有上限:壳太薄会变形,电池太小要天天充,手大的人握 40 克会像捏一只纸杯。足够轻的标准是你移动时感觉不到它,再轻就是在为参数表减重。Flagship mice in 2015 weighed over 100 g; in 2019 honeycomb shells made 70 g normal; now solid shells at 40–60 g are the mainstream, because less mass means less inertia on fast flicks and easier stops on micro-adjustments. There is a floor: too-thin shells flex, tiny batteries need daily charging, and a 40 g mouse in a large hand feels like holding a paper cup. Light enough is when you stop noticing it while you move. Anything lighter is dieting for the spec sheet.

技术:鼠标Technology: mice

8K 回报率是什么意思?What does an 8K polling rate mean?

回报率是鼠标或手柄每秒向电脑报告位置的次数。8K 是 8000 Hz,即每 0.125 毫秒报告一次;常见的 1000 Hz 是每 1 毫秒一次。更高的回报率让光标移动更平滑、输入延迟更低,但也更占 CPU,需要高刷新率显示器才看得出差别。Polling rate is how many times per second a mouse or controller reports to the computer. 8K means 8,000 Hz, one report every 0.125 ms, against 1 ms at the common 1,000 Hz. Higher rates give smoother motion and lower input latency, but they use more CPU and show their benefit mainly on high-refresh displays.

鼠标传感器是怎么工作的?DPI 越高越好吗?How does a mouse sensor work, and is higher DPI better?

光学传感器其实是一台每秒拍几千张照片的微型相机:LED 斜着照亮桌面,CMOS 拍下纹理,芯片比对相邻两帧的位移,算出鼠标移动了多远。现在的主流是原相 PAW3395 和 PAW3950 这类传感器,追踪速度 650–750 IPS,加速度 50 G,DPI 上限两三万。但 DPI 只是分辨率,不是精度:职业选手大多用 400–1600,因为更高的 DPI 只是把同样的手部抖动放大给你看。真正影响手感的是传感器的一致性、起跳高度(LOD,通常 1–2 毫米)和固件有没有加平滑。An optical sensor is a tiny camera taking thousands of pictures a second: an LED lights the surface at an angle, a CMOS chip photographs the texture, and a processor compares consecutive frames to work out how far the mouse moved. Today's mainstream sensors, such as PixArt's PAW3395 and PAW3950, track at 650–750 IPS, survive 50 G of acceleration and offer DPI into the tens of thousands. DPI is resolution, not precision: most pros use 400–1600, because higher settings only magnify the same hand tremor. What you feel is the sensor's consistency, its lift-off distance (usually 1–2 mm) and whether the firmware adds smoothing.

机械微动和光学微动有什么区别?Mechanical versus optical mouse switches: what's the difference?

机械微动是金属簧片碰触点,欧姆龙、凯华 GM 8.0 这类标称 5000 万到 8000 万次寿命。它的问题是触点氧化后会误触发“双击”,固件还要加 2–8 毫秒的消抖时间来过滤抖动。光学微动用红外光束被遮断来判断按下,没有物理触点,不会氧化,也不需要消抖,所以点击延迟更低、寿命更长。代价是手感:光学微动的回弹和声音更难调出机械微动那种干脆感,而且成本更高。A mechanical switch closes a metal contact; Omron and Kailh GM 8.0 switches are rated for 50 to 80 million clicks. Their weakness is oxidation, which causes the famous double-click fault, and firmware has to add 2–8 ms of debounce to filter contact bounce. An optical switch registers a click when a stem breaks an infrared beam: no contact, no oxidation, no debounce, so lower click latency and longer life. The price is feel: optical switches are harder to tune to the crisp snap of a good mechanical one, and they cost more.

鼠标外壳的涂层有什么讲究?What's the deal with mouse coatings?

涂层决定干手和汗手谁能握住它。UV 哑光涂层最常见,便宜、防滑,但用一年会被手汗磨亮。类肤(橡胶)涂层握感最好,可惜会老化发黏,所以高端品牌基本放弃了。裸 PBT 或微纹理注塑壳不怕磨、不怕黏,缺点是出厂时略滑。还有干脆不涂的:随包装附一卷防滑贴,让用户自己决定。判断标准不在摸起来高级不高级,而是手出汗之后还能不能握稳。The coating decides whether dry hands or sweaty hands can hold the mouse. UV matte coating is the default: cheap and grippy, but it polishes to a shine after a year of palm sweat. Rubberized soft-touch coatings feel best and then age into a sticky mess, which is why premium brands mostly abandoned them. Bare textured PBT or molded-in micro-texture never wears shiny or sticky, at the cost of being slightly slippery out of the box. Some brands skip the question and ship grip tape so the user decides. The test isn't how premium it feels in the store; it's whether you can still hold it after a sweaty round.

鼠标脚贴用什么材料?What are mouse skates made of?

绝大多数是 PTFE(聚四氟乙烯),也就是不粘锅涂层那种材料。“纯 PTFE”比加了填料的版本更滑,厚度一般 0.6–0.8 毫米,边缘要倒圆角,否则会刮垫子。玻璃脚贴摩擦更低、几乎不磨损,在布垫上也更稳定,但声音更大、更贵,而且会加快布垫的磨损。换脚贴是最便宜的“换鼠标”方式:同一只鼠标换两套脚贴,手感差别比换传感器还大。Almost all are PTFE, the same material as a non-stick pan. "Pure" or virgin PTFE glides better than filled blends, typical thickness is 0.6–0.8 mm, and the edges need rounding or they scrape the pad. Glass skates have lower friction, barely wear and stay consistent on cloth, but they're louder, pricier and wear the pad faster. Swapping skates is the cheapest way to get a new mouse: the same mouse on two different sets feels more different than two different sensors.

2.4 GHz 和蓝牙有什么区别?无线会更慢吗?2.4 GHz versus Bluetooth: is wireless slower?

带专用接收器的 2.4 GHz 无线,延迟已经和有线持平,1000 Hz 到 8000 Hz 都能做到,罗技和雷蛇的旗舰早就在职业比赛里用无线了。蓝牙是另一回事:它为了省电把连接间隔定在 7.5 毫秒以上,而且和 Wi-Fi 共享频段,打游戏会明显拖手。所以好的无线鼠标两种都给:2.4 GHz 用来打游戏,蓝牙用来连笔记本写文档。真正的代价是电池:8K 无线比 1K 耗电几倍,所以很多 8K 鼠标默认还是 1K。2.4 GHz wireless with a dedicated receiver now matches a cable: 1,000 to 8,000 Hz, and Logitech's and Razer's flagships have been used wirelessly in pro play for years. Bluetooth is a different animal: to save power it spaces connection intervals at 7.5 ms or more and shares the band with Wi-Fi, so it drags in games. Good wireless mice offer both: 2.4 GHz for play, Bluetooth for the laptop and the spreadsheet. The real cost is battery: 8K wireless draws several times the power of 1K, which is why many 8K mice still ship at 1K by default.

技术:键盘、鼠标垫、手柄Technology: keyboards, pads, controllers

机械轴和磁轴有什么区别?什么是 Rapid Trigger?Mechanical versus magnetic switches, and what is Rapid Trigger?

传统机械轴靠金属簧片接触导通,触发点固定在 2 毫米左右,分线性、段落、青轴三种手感。磁轴在轴心里放一块磁铁,PCB 上的霍尔或 TMR 传感器连续读取磁场,所以知道键帽在任何时刻的位置:触发点可以在 0.1–4 毫米之间任选,还能做 Rapid Trigger,即键帽只要往回抬一点点就立刻复位,不用回到顶端。对需要急停的游戏(比如 CS2 和 Valorant)差别很大。TMR 比霍尔灵敏度更高、功耗更低,适合无线键盘。另外,用两个方向键同时按下来自动急停的 SOCD 功能,2024 年起被 Valve 在 CS2 禁用,买之前请先查你那款游戏的规则。A mechanical switch closes a metal contact at a fixed point around 2 mm, in linear, tactile or clicky flavors. A magnetic switch carries a magnet in the stem, and a Hall effect or TMR sensor on the PCB reads the field continuously, so the keyboard knows where the key is at every moment: the actuation point can be set anywhere from 0.1 to 4 mm, and Rapid Trigger resets the key the instant it starts moving back up instead of waiting for the top. For games built on counter-strafing, such as CS2 and Valorant, that's a real difference. TMR sensors are more sensitive and draw less power than Hall effect, which suits wireless boards. One caveat: SOCD features that resolve opposite keys automatically were banned by Valve in CS2 in 2024, so check your game's rules first.

鼠标垫的材料和纤维有什么区别?What's the difference between mouse pad materials and weaves?

布垫是涤纶或尼龙织物贴在橡胶底上:织得越细越密越“快”(滑),纹理越粗越“控”(有阻尼),很多“控制垫”还在表面加一层涂层来增加停止感。布垫怕湿度,南方的梅雨天纤维吸水后会明显变慢,这也是为什么同一张垫子在不同城市手感不同。硬垫分塑料、铝和玻璃:玻璃垫表面经过蚀刻或磨砂处理,摩擦极低、不怕湿度、几乎不磨损,但声音大、对脚贴损耗大,而且没有缓冲,长时间用手腕累。混合垫把涂层布面和硬底结合,想两头都占一点。选垫子的顺序应该是:先定你的瞄准方式(手臂还是手腕),再定快慢,最后才看厚度和图案。A cloth pad is a polyester or nylon weave bonded to a rubber base: a finer, tighter weave glides faster, a coarser texture adds braking and reads as "control", and many control pads add a surface coating for more stopping power. Cloth is humidity-sensitive; on a damp day the fibers swell and the pad slows down, which is why the same pad feels different in two cities. Hard pads come in plastic, aluminum and glass: etched or frosted glass has very low friction, ignores humidity and barely wears, but it's loud, chews through skates and offers no cushion, so wrists tire over long sessions. Hybrid pads combine a coated cloth surface with a firm base to take a little from each. Choose in this order: your aiming style (arm or wrist), then speed versus control, and only then thickness and the picture on it.

TMR 摇杆和霍尔摇杆、电位器摇杆有什么区别?How do TMR sticks differ from Hall effect and potentiometer sticks?

传统电位器摇杆靠碳膜接触测量位置,磨损后容易漂移。霍尔和 TMR(隧道磁阻)摇杆用磁场非接触测量,不会因磨损而漂移;TMR 的灵敏度更高、功耗更低,适合无线手柄和高回报率。Potentiometer sticks measure position through a carbon track in physical contact, which wears and causes drift. Hall effect and TMR (tunnel magnetoresistance) sticks measure a magnetic field without contact, so wear doesn't cause drift. TMR adds higher sensitivity and lower power draw, which suits wireless controllers and high polling rates.

电竞耳机的“听脚步”到底听的是什么?What does "hearing footsteps" in a gaming headset actually mean?

脚步声的能量集中在中频,大约 1–5 kHz,而枪声和爆炸声是宽频的巨响,会把这段频率整个盖住,这叫听觉遮蔽。所谓“游戏耳机”的调音,很多只是把低频砍掉、中高频抬起来,让脚步声不那么容易被盖住,代价是音乐和电影听起来又薄又尖。封闭式耳机隔绝环境噪音,适合比赛现场;开放式声场更自然、定位更准,但会漏音。真正的方向感来自 HRTF(头部相关传输函数)这类空间算法,而不是“7.1 声道”这个贴纸。Footsteps carry most of their energy in the midrange, roughly 1–5 kHz, while gunfire and explosions are broadband and loud enough to bury that range; the effect is called auditory masking. Much "gaming" tuning is just a cut in the bass and a lift in the upper mids so footsteps survive the masking, which is why those headsets make music and films sound thin and sharp. Closed-back designs block the crowd and suit a tournament stage; open-back designs image more naturally but leak sound. Real directional cues come from spatial processing such as HRTF (head-related transfer functions), not from a "7.1" sticker on the box.

无线鼠标进入欧盟需要哪些认证?What does a wireless mouse need to enter the EU?

主要是 CE 标志下的 RED 无线指令(含网络安全要求)、EN 62368-1 安全、EMC、RoHS 和 REACH,以及新电池法规、UN38.3 电池运输测试、WEEE 回收和 PPWR 包装要求。巴西则需要 ANATEL 无线认证和葡语标签。Mainly the Radio Equipment Directive under the CE mark (including its cybersecurity requirements), EN 62368-1 safety, EMC, RoHS and REACH, plus the new Battery Regulation, UN38.3 battery transport tests, WEEE take-back and PPWR packaging rules. Brazil requires ANATEL radio approval and Portuguese labeling.

(011)

联系我Get in touch.

所在地Based in中国广州Guangzhou, China
邮箱Email
felixji19@gmail.com
ML903 mouse
ML903
X7s Pro Max mouse
X7s Pro Max
G50S controller
G50S
ZERO98 keyboard
ZERO98
G30S TE controller
G30S TE